Statistics on What Blogging Can Do For Your Real Estate Business

Debating the blog? Whether you’re considering starting one or ready to throw in the towel, you need to understand why your real estate marketing team talks up blogging as a content marketing strategy. These statistics tell the story behind blogging’s allure for real estate agents or real estate service providers.

  1. “Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month.” HubSpot

Translation: The more you blog, the more traffic you receive. Before you rush off to write 16 blogs a months, think for a moment. Sixteen blogs translates to four times a week. Do you have enough time and enough quality content to write four blogs a week? How about five blogs? This is why some real estate agents quit blogging: the workload. When in doubt, quality will always trump quantity. One blog a week is better than no blogs at all.

1) “Businesses who blogged just 16 to 20 times per month got 3 times more leads than those who didn’t blog.” HubSpot

Translation: Blogging helps generate traffic, and traffic means leads. Turn choice blogs into landing pages that convert visitors into email subscribers or potential clients.

2) Businesses with over 200 total blog articles got 4.6 times more traffic than those with under 20 blog posts. HubSpot

Translation: While page count may not rank influence search engine optimization as much as it once did, it’s clear it still plays some role in ranking. Regularly updated blogs show your page is active. Additionally, the more content you have, the more search terms organically appear connected to your page. Logically, the more pages you have, the higher you will likely rank.

3) “Businesses websites with 401 to 1,000 web pages have 9 times more traffic than those with 51 to 100.”

Translation: See the notes from above. Logically, the more pages you have, the more traffic organically generate.

4) 70% of home buyers prefer to get to know a real estate agency through online content over paid advertistements. Blue Corona

Translation: Your website is how buyers get to know you. A blog can be a critical component in landing a client. They’ll see your expertise, find valuable information, and begin to trust your brand.

5) Adding a blog to your site will increase your chances of ranking on search engines by 434% Hubspot

Translation: Why does a blog increase your SEO? The big three reasons: They’re loaded with keywords. You promote blogs through your owned marketing channels, drawing in traffic. It shows your webpage is active through regular updates.

6) 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016) Hubspot

Translation: View blogging as a long-term strategy. You may receive a short-term bump when you first post a blog and share across networks. Your biggest organic gains will be over time.

7) B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. Hubspot

Translation: Blogging 2-3 times a week generates more leads than once a week. If you’re considering increasing your posting frequency, this is helpful information. You may not have to jump from once a week to once a day to see results.

8) The average word count of the highest-ranking content in Google is between 1,140 – 1,285 words. Search Metrics

Translation: Consider a different strategy for your blog. Instead of short form 500-750 posts, go deeper into a topic. You’ll have more material to post, more information for spiders to index, and more evergreen content.

9) After 21-54 blogs, businesses see a traffic increase to their blogs by up to 30%. Traffic Generation Cafe

Translation: Don’t quit! Stick with the blogging program. If you blog once a week, this means it could take up to a year to see an increase in blog traffic. Again: blogging is a long-term strategy!

10) 61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company. Source

Translation: A blog can develop a relationship with your potential clients without ever sending an email, text, or phone call. Use a blog to differentiate your services from the other real estate agents in the area.

After reading these key statistics on blogging, if you still want to try a different content strategy, that’s fine. Make an informed decision based on how you run your business, the time involved, and your use of social media. A blog is one small part of a greater content marketing strategy.

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Want to see some more interesting content marketing statistics? Check out this infographic from Top 10 Website Hosting.

Understanding Your Blog Voice

I find one question often trips up new clients. In fact, most of the disconnect I see with first draft expectations boils down to an inaccurate understanding of voice. Whether writing it yourself or outsourcing to a team, you must have a clear understanding of your blog voice to create a cohesive brand.

What is voice in writing?

Voice is tricky. When we read, the words take on a personality. This “personality” is formed from the grammar, rhythm, and word choices writers make. Writers use character adjectives to explain voice. For example, if I said, “this article sounds like it was written by a professor,” that likely means the writing is bogged down by jargon, complex sentence construction, and advanced vocabulary.

Why the voice disconnect?

During initial client consults, I’ve had people say they want an informal or casual tone.  The first draft is delivered, and in the reviewing remarks, it becomes clear they wanted something else entirely. A response might be that the content seems too basic, delivers a surface-level grasp of content, or needs more data. What the client is really expressing a desire for a different voice. They would like something more business casual, like discussing the industry during a conference panel. Their audience is familiar with the industrial jargon and trends; these can be used casually during the writing.

When coming up with your content marketing program or when getting ready to draft your blog, really put some thought behind what you want your blog to sounds like. You may have heard of the content marketing term “persona.”  I find creating personas a viable exercise, especially if more than one person will be working on your marketing. Having a document that gives a clear understanding of the company voice is invaluable. I particularly remember reading one detail from a “Social Media Persona” document: “The individual is in with the latest trends; they are likely to buy Warby Parker and Bonobos.”

Advice for understanding your blog voice

I recommend giving some solid thought to your blog voice. Create a persona. While you don’t necessarily need to go so far as to describe where your content marketing character is going to shop, don’t boil it down to just one or two words. Describe the person behind the blog. Determine if it will be in first or third person. If you would like to be more formal, how formal do you want to be? Are you looking for a more scientific blog devoid of opinions?

Consider this:

If you want your blog to position you as a thought leader, your voice might be:

  • Professorial. Shown through data and research.
  • Positive. Upbeat language showing excitement for new developments.
  • Confident. Self-assured opinions about industry directions backed with research.

If you want your blog to appeal to a luxury audience, your voice might be:

  • Formal. Likely third person.
  • Sophisticated. Write naturally with advanced, but not obnoxious, vocabulary.
  • Confident. No wishy-washy suggestive language like “should be” or “might.”

If you want to appeal to a millennial audience, your voice might be:

  • Business casual. Discussing the industry without showing off jargon.
  • Fun. Use clichés or pop culture references.
  • Informal. A first-person that addresses the reader.

For one of my clients, I think, “upbeat, cheery, positive” when I write. They want their content to be knowledgeable, but in person they are extremely friendly and easy to talk to. Their excitement is palpable. Their blog combines a deep knowledge of the local residential real estate industry with an approachable personality. It’s what is most natural for them.

As you can see, there’s a lot that goes into understanding your blog voice. My final word of caution: don’t try to be something you are not. If you’re trying to adopt a bubbly, youthful persona when that’s just not you, your marketing effort will fail. Make the blog voice natural to your brand and business.

 

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Need some help finding your voice? Schedule some time to chat with us!

5 Content Marketing Trends for Real Estate 2017

As more companies leap onto the content marketing bandwagon, the strategies used are changing to stay ahead of the pack. Not all the predicted content marketing trends apply to real estate marketing. These five trends can–and should–be incorporated into your marketing plan.

1) A Real Content Marketing Strategy

Have one? Great. Don’t? Shame. Marketers who have one and review it on a regular basis are more likely to rise to the top of the content marketing game. This is not a skippable step. “I have a Facebook page” is not a content marketing strategy. What are you doing with that page? How are you leveraging your audience to drive leads?

2) Visual Storytelling

content marketing trends magnetThis is huge! Real estate is driven by high-quality photography and videos to promote listings. There’s a reason Virtual Reality and 3D Tours are taking off. Why? Consumers are devouring visual content, and especially video, like never before. Video drives more leads than photos alone. The will transform real estate video tours will be telling the listing’s “story.” A simple video tour won’t stand out from the crowd. Have a luxury property fit for entertaining? Weave the story of a cocktail evening through the video. Beachfront lifestyle? Tell the story of ocean living with the property as a backdrop.

3) Going Mobile

If your content isn’t optimized for mobile yet, it should be. Consumers rely more on mobile devices than desktop to scan and find information. Pay attention to your content design. Highlight key text through headers and lists and use stunning graphics to your advantage. Have seen Facebook’s new Canvas post option yet?

4) Copy Matters

Stop it with the “cream puff” cottage! Well-written content still matters from listing descriptions to blogging. There are ways to become a better digital writer, from understanding the blog format to remembering editing matters. Or consider hiring a freelancer that specializes in content writing.

5) Email and Marketing Automation

Technology is catching up with the real estate industry problems that drain time and money. More companies and apps now provide email and marketing automation solutions that integrate into CRMs. That’s good news because email remains a critical part of any marketing program, according to Joe Pulizzi of the Content Marketing Institute.

This content marketing trends aren’t that complicated to add into your strategy. Chances are, you’re naturally moving towards more visual materials and using email automation. The difference here is in make conscious steps to stay ahead of the real estate marketing curve.


Casey McKenna-Monroe is an avid rowing fan with a passion for content writing. She works with real estate agents to create blogs, ebooks, marketing materials, and more. Contact at casey@power10social.com