The modern real estate agent now understands that content marketing is a requirement for growing a thriving business. However, generating enough content to outrank the competition is proving to be a major challenge for many. As a result, more and more agents are tempted to borrow or even steal content to keep up. Meanwhile, others are struggling to buy the right types of content to get them real results. Here’s what you need to know about buying, borrowing, and stealing content, so you don’t make a fatal mistake in your marketing.
What To Buy
If you are like most real estate agents, you are more interested in managing clients and transactions than you are writing blogs or video and podcast scripts. Therefore, you may want to hire a professional real estate content writer to ghostwrite your content for you. Many agents opt to purchase bulk content like blogs on the cheap. However, beware that these mass-produced blogs will only serve to damage your SEO and drag your website to the bottom of the search engines because they are considered to be unoriginal and invaluable by sites like Google. If you’re going to buy your content, make sure it is always original and ethical.
Before You Borrow
Often, content service providers will allow you to post their content on your website as long as you list them as the author and link back to their website. In the past, this was considered good practice by some SEO experts because it allowed agents to add content to their site frequently. However, these days, posting “borrowed” content does more to hurt you than it does to help you. Remember that you are spending a lot of time and money to get traffic to your website and the last thing you want to do is drive that traffic away by linking to other websites. Furthermore, consider the fact your content is meant to position you as the local real estate expert, not someone else. When you borrow content written by others, it is like you’re telling people “I don’t know enough about X, but this person does so check out what they have to say.” That is a dangerous message to put out there.
Safe To Steal
Stealing content is never a good idea. Not only is it an unethical business practice, but it could cause you to be sued, have your site permanently deleted from search results (by Google) and severely damage your credibility. Not to mention, stealing content is flat out illegal! However, there is nothing wrong with looking at other agent’s content for inspiration. For example, if you notice another agent is doing well by producing hyper-local content like school reviews, there is nothing wrong with creating the same type of content in your market. Just be sure that your content is unique, original, and valuable to your ideal clients.
There is no question that creating original content is a must in today’s digital era of real estate. Those agents that can create and post the most valuable and unique content will be able to build the most dominant web presence, and ultimately crush their competition. If writing is challenging for you, try hiring a professional real estate content writer and then multipurpose that content into podcasts and videos to accelerate your results.
For more tips on blogging and content marketing for your real estate business go to www.bestrealestatewriter.com