Increase Your Bottom Line By Writing Effective Content

I had the honor of being part of the panel at the Dallas RainCamp event this last week. A question was asked that I thought would be valuable to share with everyone on Active Rain. The question was, “How do you come up with content for your website and blog?”

What a wonderful question ActiveBrad, thank you for asking it.  I would like to share my answer and expand on it a little more.

I am a big believer in SEO (Search Engine Optimization) and writing with a purpose. The purpose of writing content for your website should consist of one goal and one goal only… closing more deals and increasing your bottom line. Why else would you spend time writing when you could spend time on more effective income producing activities or, more importantly, spending more time with your family?

Am I suggesting that writing about personal issues on your real estate site is a waste of time? Not just no, but heck no! I see great value in showing your personal side in your blog. In fact, I’d highly suggest you also allow your personality to shine through when writing about real estate.

Be candid, personable and not only will your content read better, your readers will find it easier to relate to you.

The time you spend writing should meet the following objectives; increase your rankings within the search engines for the keywords that are relevant to your business… and provide true value while establishing a relationship between you and your readers.

So, how do I come up with content for my website or blog? I first look inward and determine where my business needs expanding and then I decide how my post can accomplish that task. For example, if I want to work with buyers looking for new construction homes, then I will write an article about a local builder and their neighborhoods. I will focus on the keywords that will drive those website visitors looking for more information on that builder to my article. I will then optimize the content and keywords in the article, and the headline, in an attempt to outrank that builder on their own name. If they are a small to medium size builder, that’s a pretty easy task! Lastly, I ensure there is a value proposition. E.g., Fill out this form for a list on homes available for immediate move-in.

When you sit down to write your next blog post or page of content for your site, I want you to ask yourself the following questions:

• “How will this post help me capture a new client?”
• “Will this article be relevant to potential buyers or sellers?”
• If the article is not specific to real estate, then ask, “Will this article build trust and increase my readership?”

Ultimately your blog should be a reflection of you and your goals. It should be used to increase your bottom line unless, of course, you simply have nothing better to do!

I’m curious – how do you come up with content for your blog and what goals are you trying to achieve?  If you have questions about building your real estate blog as you build your real estate business, give me a call!   Josh Harley, Fathom Realty, 214-228-0301.  I”d love to help you, and learn more about what’s working in your market! Are you on Facebook and Twitter?  Let’s Connect!