The Ultimate Guide to Content Marketing and SEO for Real Estate Website Owners and Realtors

In Business Strategy, Content Marketing, Digital Marketing, Marketing Strategy by Robb FahrionLeave a Comment

Reading Time: 9 minutes

Did you recently launch a real estate website and are looking for ways to attract organic traffic and leads faster than others?

The National Association of Realtors report reveals that 93% of people check websites when looking for homes.

Are you a real estate website owner or realtor who is way behind the competition and looking for a way to go higher?

Many people want to own homes and are looking for a reliable real estate firm to partner with.

(Source: Sendible)

Why should they choose your real estate firm over others?

You need to offer value and build relationships with your target audience in the digital space by adapting these two savvy approaches - content marketing and search engine optimization (SEO). Just like the sand and soil in our story, content and SEO can take your real estate business higher and higher until you get to the top.

Before we get into what content marketing and SEO are and why your real estate agency needs them, let’s take you through a quick summary:

Key Points:

  • Real estate content marketing and SEO offer numerous benefits like boosting brand awareness, improving credibility, increasing traffic, and softening the sales process.
  • Evergreen content, visuals, success stories, glossaries, and newsletters are important real estate content marketing strategies.
  • Keyword research, local SEO, optimized content, and online tools are key real estate SEO strategies.
  • Two case studies to show the value of real estate content marketing and SEO.
  • A real estate SEO agency must have specialized talents, be full-service, stick to timelines, be clear on pricing, and have case studies.

How to Use Content Marketing and SEO to Drive High-Quality Organic Traffic and Leads for Real Estate Website Owners and Realtors

Let’s quickly dissect real estate content marketing and SEO:

Real Estate Content Marketing

Real estate content marketing focuses on the creation and distribution of valuable, consistent, and relevant content for a target audience. This less-invasive marketing strategy helps to build solid relationships with prospective clients and is essential for any real estate agency.

(Source: WebFX)

Here are some ways real estate content marketing can benefit your business:

  • It increases brand awareness;
  • It widens your net by generating qualified leads;
  • It builds credibility for your agency;
  • Content with SEO drives more organic traffic to your site;
  • Content improves the quality of your prospects and softens the sales process;

(Source: Toletdigital)

While creating content, a real estate content writer should focus on increasing brand appeal with these real estate content marketing tactics:

  1. High-quality, relevant content

Real estate offers a unique opportunity to always have evergreen content on your company website. Basically, the core functions of the industry do not change, so pain points and questions will remain relevant for a long time.

Real estate content writers and creators should focus on content with staying power because they accrue more organic authority over time and are easy to re-optimize or repurpose for a long-term ROI.

  1. FAQ pages, fact sheets, and glossaries

Content marketing should also educate prospects and resolve customer issues. To achieve this online, you need to add helpful information in form of user guides, FAQ resource pages, fact sheets, and glossaries with custom illustrations, branded features, and other visuals to aid information consumption.

  1. Visuals! Visuals!! Visuals!!!

First impressions are crucial in the real estate business. This is the reason why you should prioritize visuals across your digital sphere. Infographics work perfectly for real estate.

  1. Newsletters

Email newsletters offer numerous benefits. Just give it a catchy subject line. To spice up your newsletters, use blog posts, short videos, new listings, infographics, geo-specific news, trending data points, links to social media posts, buyer/seller guides, etc. Tools like Mailchimp and Constant Contact will give you quick templates to use.

  1. Virtual tours using AR/VR

Realtors can now use services like Matterport, Google Tango, and roOomy to create virtual reality videos. Redfin, another useful tool, features VR tours that allow prospective homebuyers to virtually decorate homes they like.

  1. Success stories

Statistics show that 92% of people trust recommendations from peers, while 70% trust recommendations from strangers.

This tactic goes well with video testimonials and reviews to build your credibility, convert leads, and improve ROI.

(Source: Brafton)

  1. Storytelling

Storytelling is a cohesive narrative that stirs lots of feelings. Because owning a home is always emotional, your real estate marketing should use inspirational blog posts, video pilgrimages, and case studies to tell stories. Encourage customers to tell their stories as well.

Real Estate SEO

Real estate SEO can increase your visibility online and attract lots of people to your website without having to pay for ads or make cold calls. Using its 3 main elements - crawling, indexing, and ranking - you can ensure that your website attracts a lot of leads.

(Source: Propacity)

But why does your real estate company need SEO?

To answer this question, let’s look at some of the benefits of SEO for real estate:

  • Boosts site ranking and domain authority (DA)
  • Increases traffic and conversions
  • Improves brand awareness
  • Improves ROI cost-effectively

Offering quality real estate SEO services, a real estate SEO expert will suggest a perfect SEO strategy that will increase conversion rates and boost traffic to your website.

Here are some techniques a real estate SEO expert will use:

a. Perform an SEO audit

This tiresome and time-consuming process is crucial if you want to monitor the performance of your website.

By conducting an SEO audit, you will identify all the untapped opportunities and stay updated on the latest developments in real estate SEO. Also, an SEO audit will help to identify technical SEO and on-page SEO issues, competitor website metrics, keyword gaps, and get you to the top of Google.

(Source: RedAlkemi)

b. Conduct keyword research

For a real estate firm, certain keywords will influence your ranking in search engines. Using the right keywords will attract more organic traffic to your site and bring you high-quality leads. To achieve this, however, you need to optimize your site for keywords.

Conducting keyword research will prove very valuable as you know the set of words that will attract the most search volume. In addition, you should do a competitor analysis to get the specific keywords your competitors’ websites are ranking for.

c. Use local SEO

Real estate SEO services are more effective if you go local or make your content area-based. Since most people search for businesses or services in their locality, you need to position yourself properly on local listings by updating your Google My Business (GMB) profile.

(Source: Post Planner)

Information provided on GMB is available on Google Maps and the first page of SERPs and is easily accessible for prospects. Optimize it!

d. Create and optimize your content for SEO

Content creation is a very important strategy, but you will place your firm at an advantage if you create SEO-optimized content. In addition to the content being concise, clear, and correct, it also has to incorporate relevant keywords, be of high quality, and answer your readers’ queries.

e. Use online tools

Getting your target customers to patronize your real estate SEO services is no small feat because of the fierce competition out there. Providing visitors and prospective customers with relevant tools like mortgage calculators and online loans could boost brand awareness and improve engagement with your audience.

Case Studies

These case studies may convince you to give real estate content marketing and SEO a try:

Case Study 1: Colonial Capital

Colonial Capital, an Arizona-based premiere real estate lending institution, needed a new content marketing strategy and a better-looking website.

FlyingVGroup gave their website a more institutionalized and professional look and feel. Navigation on the site was also made easier with all the information displayed clearly. Also, proposal distribution was made possible after revamping their content marketing strategy.

Case Study 2: First National Real Estate

First National Real Estate is a non-profit and member-driven company aimed at becoming the one-stop shop for property queries. Their goals were to attract more visitors to their website, deliver more leads to their member offices, and recruit more members.

After reaching out to a digital marketing agency, a marketing automation tool was used with the right call-to-action to revamp all their blog resources. Issues of scalability were also addressed.

Afterward, the company generated 71% more leads, 23% total page views, and 54% unique site visitors. 

5 Key Things Real Estate Website Owners & Realtors Should Look For in an SEO Agency

Choosing the right organic SEO agency for your real estate firm could save you a lot of time and money while optimizing your results. But it is not rocket science.

Becoming a real estate expert also means you have to get involved with a lot of marketing for yourself and your clients’ listings. Unfortunately, other realtors and brokers around you are not joking with marketing either.

Are you finding it difficult to gain an advantage over other real estate website owners and realtors?

Now is the time to outsource your digital marketing to an organic SEO agency that specializes in real estate companies.

How do you choose the right agency for your company’s needs from the many digital marketing firms around you?

We’ve put together a comprehensive checklist of all the important things you should look out for in a real estate organic SEO agency.

Here you go:

1. Genuine full-service agency

Many digital marketing agencies are not full-service but they do not say so; instead, they outsource some services. Although outsourcing to specialists isn’t entirely bad, it is important to have everyone working on your marketing in synergy under one roof.

You must visit any agency you intend to hire and ask to personally meet the team member responsible for each service you need.

2. Specialist talents

One thing to look out for is an organic SEO agency that employs a team of specialists instead of generalists. It is important for your business that a professional web developer builds your website, an artistic person designs your brand logo, someone analytical works on your PPC, and so on.

An agency with specialist talent will have more successful digital marketing campaigns.

3. Pricing

Most digital marketing agencies tend to start a marketing campaign at one price, then add some extra prices as they go deeper into the project. This is very unfair to clients and you shouldn’t fall victim to such.

A professional agency should be clear on pricing to show that they are honest and have integrity.

4. Case studies

Specifically, ask for any case studies of real estate firms the agency has worked with in the past. Find out what services they offered these firms.

The case studies should include visual elements, numbers, and the client’s feedback/review. Speak to the customer, if possible.

5. Timelines

Is the agency you are considering committed to timelines? Do they have a project manager on board to keep projects on track? Will they keep you updated regularly?

Results vary for different companies, usually depending on the client’s engagement and company size. This can affect timelines. It is important that the organic SEO agency you choose to work with does not make unrealistic promises and keeps you informed if a timeline slips.

Final Thoughts on Real Estate Content Marketing and SEO

Content marketing and SEO are very broad digital marketing strategies that real estate website owners and realtors may find very cumbersome to deal with.

That’s why we are here.

At FlyingVGroup, we have successfully worked with other real estate agencies and understand your needs. Give us a call now.


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Robb Fahrion
Robb Fahrion, Partner
Flying V Group