Most estate agents – in fact most businesses – concentrate on their website targeting the big, headline-grabbing phrases that they hope will capture the attention of potential clients. Your website is most likely perfectly optimised to reach anyone searching for estate agents in your area. That’s great if you want to wait until people are ready to move, but you’re competing with all your competitors on exactly the same terms. You don’t have the advantage.
Everything in estate agency is about the next instruction, and to have the greatest chance of winning the most new properties, you need to be in the minds of local homeowners BEFORE they think about moving.
92% of online searches are for keywords with less than 20 searches per month. That means people are looking around for a whole lot more in your neighbourhood than just estate agents. So how can you get to them early and without being annoying?
The trick is give people regular and useful information about your neighbourhood. You are an estate agent after all. Think about the times someone wanders into your office asking for the post office, station, chemist, council office, car park or supermarket. You are a natural choice to be asked. If anyone should know, it’s the estate agent.
So why not take this assumption that you are the font of local knowledge and use it your advantage? Local homeowners will be looking for all manner of things in your area, from schools and parks to cafes and shops to gyms, cinemas and everything in between. Imagine if they kept ending up at your website whenever they searched for something in their neighbourhood.
Your blog enables you to wax lyrical about anything you like in your neighbourhood. And the more you post, the more visible you become. Research what local people are looking for and write blogs that use those keywords. The market is telling you what your neighbours need. All you need to do is give them what they’re already asking for.