Finding Quality Content for your Real Estate Website

By: Jim Sparrow

Coming up with quality written content might be the hardest part of creating a real estate website. Many agents and brokers must put the development process on hold for months while they figure out how best to detail their services and encourage buyers and sellers to do business with them - since content-heavy websites are the norm in real estate, it's hard to launch a site and compete with others without this key element. Fortunately adding content is not always as hard as expected, and there are a wide variety of resources to help agents and brokers get past this hurdle.

Many successful agents and brokers could write great website content if they recorded and transcribed their daily interactions with clients. Unfortunately this option usually isn't feasible, but it's often good enough just to realize that the potential is there. The challenge becomes learning how to document a successful real estate experience, but with a little practice, any real estate professional can start doing this.

As an agent trying to write good content, one way to get started might be to pretend you're talking to a client, or a good friend who's thinking of entering the local market. Once you get going there are a wide variety of starting points you can use to generate information. These can include but are not limited to: reasons you're buying or selling real estate in this community; trends that have shaped the local market in recent years; the city's most prominent architectural styles; price ranges for different types of homes; information on the community's fastest growing areas, and the types of real estate being built there; information on the city's major sections, and how residents refer to them; how the economy is effecting local real estate; and information on the city's commercial areas.

Many agents would skip content writing altogether if they could, and the good news is they can. Many web development companies offer professional copy writing service alongside programming and design, so real estate professionals can spend more time dealing with clients rather than learning new skills they can't use regularly on the job. Another option for outsourcing quality content is to make a syndication deal with a local media outlet or news magazine. Many real estate professionals, particularly in large cities where publishers are always looking for extra revenue sources, have success with this option - getting aligned with an established publication and its market can instantly expand an agent's sphere of business. One potential drawback to this strategy, however, it that it risks placing duplicate content on your website, which could cause your pages to be ignored by search engines, and become harder for users to find. To avoid this, consider buying exclusive web rights to the content, and ask the media source if they plan to keep the content posted on their own site - if they do, you should pay considerably less for it.

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