When it comes to blogging, one of the most common questions asked by real estate agents is, “How does a blog help my bottom line?” This comes from wanting a return on investment; proof that a blog will bring leads, clients and sales.
However, a blog isn’t a mere advertisement. It’s inaccurate to compare it to a postcard campaign, a television commercial, or a newspaper ad. Frankly, one would be hard-pressed to calculate the ROI on many forms of real estate marketing, which is where the frustration comes in. Not all leads become sales.
A better approach is to understand the value of a real estate blog, and the long-term advantage it provides. For examples, we’re sharing information from HubSpot, along with our own insights!
1. A well-written, frequently-updated blog helps drive new traffic to your website. When you include relevant keywords and meta descriptions, blog posts improve your website’s search engine rank. Put simply, every blog post you write creates another indexed page on Google.
2. Every blog post has the potential for lead generation when you include a call-to-action. To capture more leads, include a compelling offer in your call-to-action, such as a free home staging guide.
3. Your blog posts can be shared on your own your social media pages, and then re-shared by others, with the chance for exponential growth. Potentially, a single blog post can provide a lot of mileage!
4. Blogs also contribute to your online reputation. When you post useful information on a consistent basis, your blog evidences your knowledge, experience and professional authority.
5. Your blog posts continue to work for you long after posting. Posts can generate readership, site visits and leads for months and years to come. There are very few marketing strategies that provide this kind of longevity!
Need further convincing? Consider these statistics from HubSpot:
- Businesses with websites containing more than 400 pages, get 6 times more leads than those with under 100 pages. Blog posts are a great way to add pages of quality content to your website.
- Websites that rank the highest in a targeted keyword search, tend to have the most content that pertains to the keyword. (This is one reason why blogs with hyper-local content are a great SEO strategy!)
- 46% of Internet users read blogs more than once per day.
- About 40% of U.S. companies use blogs as part of their marketing efforts.
- Content marketing practices, such as blogging, generate 3 times as many leads as traditional outbound marketing. On average, content marketing costs 62% less than traditional outbound marketing!
To bottom-line it: if you’ve read this post, blogs work!
Copywriting & Marketing Specialist