This is a tough time to be an estate agent. High interest rates and dwindling disposable incomes are preventing the aspirational house moves that typically underpin the property market. Consumer confidence is at a low ebb, and we’re witnessing the unwelcome return of gazundering in some corners of the UK property market.
At the same time, the internet should make it easier than ever for estate agents to make their voices heard. Platforms like eXp provide centralised support for sole agents and startup boutiques alike, while the internet enables anyone in the world to view online listings and property particulars.
There’s just one problem. With so much competition out there, how do you drive traffic to your estate agency website or property portal?
The secret to ensuring your website performs well in Google and Bing search results is to optimise its content. Known as SEO, this process requires in-depth knowledge of the latest algorithms and competitor analysis platforms. As a result, most people choose to delegate SEO work to freelance specialists like G75 Media. We’ve been creating property blogs and brand-specific estate agency blogs for over 15 years, and we’ve become rather good at it.
Estate agency websites benefit from an ever-changing roster of online property listings, but search engines hate content that disappears. SEO rankings are boosted far more by regularly uploaded property blogs that remain permanently visible.
A high-quality estate agency blog will contain a blend of the following article types:
- Topical news stories and reactions to the latest house price data, often with a ghostwritten comment produced by the writer on behalf of the agency’s head or property manager.
- Local interest stories, anchoring the agency at the heart of the community it serves.
- Property-specific articles, such as resale home walk-through profiles, or interviews with celebrity vendors.
- Placeholder features, extolling the virtues of that location to incomers, investors and interested third parties.
- Listicles – numbered lists of key points or recommendations (a sample topic might be Ten Things to Do Before Marketing Your Home).
When G75 Media agrees to produce estate agency blogs for a new client, we suggest a list of future article topics. These property blogs can be augmented at any time with breaking news stories, but their primary aim is to allow that agency to focus on discussing important topics, or boosting SEO in specific areas. For instance, a local estate agency branching out into letting for the first time can commission a series of property blogs relating to rental properties, giving it an immediate and distinct ranking boost.
CASE STUDY: I normally refrain from discussing client work in G75 Media blogs or marketing literature, but a recent interaction with a boutique estate agency deserves mention here.
In an attempt to tackle weak SEO ranking results, an agency owner invited me to submit topics for future property blogs. We agreed on a roster of topics to be submitted on a fortnightly basis, yet after four submissions, the process was arbitrarily suspended. A month later, we were asked to resume content production, filing just two more property blogs before a halt was called again.
The result is a patchy estate agency blog with few articles, little opportunity to cultivate the internal webpage links that provide vital SEO benefits, and no reason for audiences (or search engine web crawlers) to keep coming back.
What does a successful estate agency blog need?
There are many attributes that underpin a property blog’s popularity, and its success in search engine results pages. These are some of the key elements:
- Regular updates. The boutique agency profiled above didn’t maintain a regular schedule of property blogs, which would have kept audiences coming back and gradually established a reputation for topicality and relevance among search engines. These are pivotal factors in SEO rankings.
- Original articles. It’s not worth paying to republish pre-written features from online directories of available content. Plagiarism is scorned by Google and Bing, and generic content (potentially written years ago) won’t be relevant to your brand, locality or market specialisms.
- Human-generated content. You could register an account with ChatGPT and ask it to produce property blogs for free. However, they’ll be dry, dull and (eventually) marked down by search engines as low-grade content. They’ll also have no relevance to your brand, business or local area.
- Internal links. Key SEO metrics include the number of pages each visitor views on your website, and how long they remain on your site before migrating away. Experienced copywriters know how to build webs of internal links which optimise both metrics, boosting the site’s ranking results.
- Images. A good copywriter might suggest adding a photo to each estate agency blog. A great writer will source copyright-free images and create image captions and meta descriptions incorporating chosen keywords. This will elevate the SEO value of each blog, as well as the wider site.
- Keyword-driven copy. We’ve used the phrase ‘estate agency blog’ several times in this article, to ensure it ranks highly whenever anyone searches for estate agency blogs. A central plank of any SEO strategy is to identify relevant keywords before deploying them with care – not with abandon.
Speak to a professional property blog writer
At G75 Media, we boast over twenty years of experience producing estate agency blogs and web content for property portals. Get in touch to obtain a personalised quote for property blog writing, website SEO work or other online content which will help to elevate your website above its competitors.