Editor’s Note: Sundeep Kapur, Industry Training Director at The Online Marketing Institute, is an educator and digital evangelist who has helped brands define and implement powerfully effective digital strategies. To celebrate our new Real Estate learning series and upcoming webinar, he joins us today to discuss how realtors can improve their content strategy to gain the interest of prospects.
Nowadays, the search to buy or sell property tends to begin on the Internet. A few words typed into the search box can yield so many pages of “useful” results. But given the piles of information returned by search engines, what can you do to make sure your brand reaches those who may be looking for it?
For real estate professionals, this struggle is an important aspect of maintaining an online presence. When every other part of your brand is properly tailored for prospects, being found and seen is the deciding factor in the formation of new business relationships.
Here are seven considerations that can increase the visibility of your content to potential clients, and keep them coming back to your company for more:
1. Getting Attention
Attracting interested visitors begins with your ability to grab and keep their attention. Headlines, formatting and image usage can influence the behavior of readers, and raise sign-up rates for relevant offers. What keeps a consumer engaged are the following factors –
- Is your content relevant to what they want– is the information useful or important?
- Is your content engaging – is it interesting to the seeker of information, and does it invite questions or offer food for thought?
- Is the information you provide up to date?
2. Using Multimedia Content
A message can be delivered by words, pictures, and video. Supplementing text with images is a good idea, because overly wordy or difficult articles often prompt visitors to look elsewhere for the information they want.
Adding powerful images or infographics help to keep readers engaged. Top it off by using video to deliver a summarizing conversational snippet. Focusing on a multimedia content strategy will draw in more readers, and aid them in retaining information.
3. The Right Length
Studies have proven time and time again that Internet readers click away from articles that are too long or too short. Avoid “walls of text” without any breaks, and steer clear of making redundant or unnecessary points. Be especially wary of paragraph size: what looks small on a desktop computer can look exponentially larger on a mobile device.
The sweet spot for an article is three to five paragraphs of useful information broken up by one to three pictures. You can also add a 30 – 60 second video to further personalize your message and keep readers interested.
4. Maintaining a Presence
Your digital channel strategy should prominently include your website and social media. Maintaining an active account on Facebook, LinkedIn and Twitter will not only give prospects an opportunity to learn more about your brand and keep up with the latest content, but gives them an extra channel to ask questions or Go to the full article.
Source:: Online Marketing Institute