It may seem like the big boys, Zoopla and Rightmove have the property information market in the bag, but they are not the only game in town. There are ways and means to bring potential customers to your site; most sales will still go through a traditional agent but most property research happens online.

On-site

Blogging

Having a blog on your site is essential to allow search engines to find your site but the format and language are vitally important. Decide who each post is for and tailor your language accordingly; first-time buyers will prefer simplified language to de-mystify the process in small chunks. Experienced investors are more likely to want in-depth analysis of a topic and can cope with more technical language in a longer form post. Evergreen content is good but keep it current and accurate.

Your Call To Action (CTA) must let you break down your visitors by their property investment knowledge. Once you’ve established your blog, send them digests tailored to their level of experience. Prove that you are engaging with your visitors instead of bulk sending everything you write. They will feel you’re treating them as individuals, giving them a better experience and adding value.

Live Chat

A live chat service on your page serves both to engage your visitors to help them with specific queries and immediate issues but also provides a vast amount of information. Analysing the transcripts of live chats will reveal patterns of language and common issues. You can then incorporate these keywords into your posts and address recurring problems in blogs and e-book articles, as appropriate. Your visitors are telling you what they need in terms of engagement if you take the time to read back.

Enhanced Content

Your site shouldn’t just contain text-based content. Break up complicated posts with infographics and include short videos to explain different parts of the property-buying process. The e-book format lets you frame complicated concepts in a longer form that your visitors can download and take away with them. These long-form articles can include graphical content to improve their readability. Whether you use meaningful charts or friendly infographics to humanise a complicated topic, people take in and remember images over pure text.

Off-Site

Specialist Directories

Get your site listed on reputable property-specific directories and ensure your details are correct. An incomplete listing or outdated contact or site information looks unprofessional and wastes visitors’ time.

Work your social media presence

Join social media groups that cover your geographical or lifestyle sector. Reading them will let you pick up on the language and descriptors used to describe the area in positive terms. This is a good sign that people interested in the area will use those terms to search for. Engaging with groups on social media displaying good local knowledge will attract people from those groups who have an interest in buying.

Promote your blog on your own accounts and, where appropriate, within groups but only where it’s relevant and helpful. Spamming links to your content indiscriminately will damage your reputation and potentially get you kicked. You’re trying to draw people to your site, not make them avoid you as annoying and pushy.

News articles

Subscribe to relevant, authoritative news sites and follow the property pages of media outlets. Share stories on your social media and base blog posts on them to help keep your content current. The comments sections are an opportunity to contribute in your official capacity. Consider offering your services as a guest blogger to establish yourself as an authority and draw people to your site.

Calls To Action (CTAs)

Your site needs to include CTAs to nail down your potential customers and differentiate them from casual, anonymous browsers. Include questions like “are you a first-time buyer” or ”interested in buy-to-let?”. This will help identify what level of experience they have in property investment and the kinds of property they are likely to be interested in.

Summary

Property investment represents a significant expenditure in time and resources for most buyers. Be helpful, be relevant and tailor your contact to their experience level. Build trust and they’ll keep you in mind when they come to do it again.

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About the Author

Jason Hulott is Business Development Director at Digital Marketing Specialists, Speedie Consultants. He is Google Partner certified. His role is to identify and implement traffic generating and revenue increasing ideas for our client base.

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