Chicago broker David Marden writes that the unique, engaging and highly specific content can make it a trusted resource for local and regional buyers and sellers.
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Today’s real estate market is dominated by national companies like Zillow and Homes.com, making it difficult for local agents to rank for broad keywords like “homes for sale.” [City]”
To compete effectively, it is essential to shift your focus to creating content that educates, informs, and entertains potential customers. Before you know where to move or find a home.
This strategy would be even more powerful if applied to other major markets, ideally New York City, with competitive educational institutions and large companies with an international presence. Washington DC; Philadelphia; Los Angeles; and San Francisco.
How creating unique content for your real estate website contributes to organic growth Search traffic, total impressions, and average keyword position
- Broad keyword saturation: National real estate companies dominate in a wide range of keyword terms.
- Regional reach: Regional securities companies have a smaller market size than domestic companies.
- The need for relocation is uncertain: It can be difficult to engage with prospective customers who have not yet decided where they will relocate.
Where will the next buyer come from?
Your next customer probably isn’t from your area, so focus your content strategy on what information someone moving to your area can look up. in front They start looking for real estate.
The solution: a unique and engaging content strategy
To build an audience early, this strategy focuses on two key areas: education and enterprise/employment. By providing valuable insight about schools and business opportunities, you can build brand awareness and trust, and increase engagement with prospective clients long before they decide on a specific location.
It also helps when unique content starts ranking in search engines Strengthen real estate-specific content It helps attract a wider audience.
objective: Engage families by providing valuable information about educational options, especially for families who prioritize good school districts.
Content theme:
1. School District Guide:
- We create a comprehensive guide that details various school districts, including rankings, special programs, facilities, and more.
- Highlight a list like “Top 5 School Districts.” [City/Suburb] Family friendly”
- School district guides link to saved searches that include homes for sale within those schools’ attendance zones.
2. Gifted and Honors Program:
- Write about specific schools known for their gifted and honors programs
- Presenting success stories and highlighting the admission process for professional programs
3. Bilingual education and language immersion schools:
- Provides a guide to bilingual programs available district-wide, with a focus on Spanish, French, German, and other immersion schools.
- Interview parents or school administrators to provide insight into these unique programs
4. Extracurricular activities and sports:
- Write an article detailing schools with great extracurricular activities and athletic programs
- Preparing for the test
- Types of tests that can help parents and caregivers prepare
Content type and format:
Blog posts and articles:
- Detailed guide, parent testimonials and school program comparisons
Videos and webinars:
- Virtual tours of top schools, Q&A sessions with principals
Infographics:
- Visual comparison of school districts and educational programs
SEO keywords and queries:
- “The best school district” [City]”
- “Gifted Program” [City]”
- “Top Bilingual School” [City]”
Section 2: Company and job-focused content
objective: Attract potential customers by providing valuable insights into job markets and business opportunities in different cities. This also increases our exposure to larger companies that may use us. Moving service We support buying and selling.
Content theme:
1. Job market insights:
- Create a market overview highlighting key industries, employment trends, and growth opportunities
- “Job Market Insights for [City]” or “Top Employers [City]”
2. Relocation guide:
- Provides detailed migration guides including housing, job market insights, cost of living and more
- Incorporate specific employer programs and incentives
3. Top companies list:
- Create a comprehensive list of top companies in various markets (e.g. “Top 10 Hiring Technology Companies in the World”) [City]”)
- Meet with a recruiter or human resources representative for specialized advice
4. Spouse/Significant Other Employment Opportunities:
- Create a guide for spouses to relocate with their partner. This includes employment strategies and companies with dual career programs.
Content type and format:
Blog posts and articles:
- Employment market trends, company profile, relocation strategy
Videos and podcasts:
- Interviews with recruiters, webinars on employment strategies
Infographics:
- Visual insights into employment growth trends, salary comparisons across industries
SEO keywords and queries:
- “Job Market Insights [City]”
- “World’s top company” [City]”
- “Relocation destination” [City] For work”
execution plan
1. Content calendar:
- Create a 12-month calendar that balances educational and work-focused content (all linked to real estate content).
- Schedule blog posts, videos, and infographics on a regular basis
2. Keyword research and optimization:
- Identify long-tail keywords by theme
- Optimize content for search queries related to schools, job markets, and companies
- It is important to remember that we are not chasing keywords
3. Distribution and promotion:
- Share your content on social media platforms, real estate forums, and LinkedIn
- Partner with local school districts, businesses, and relocation services to deliver content
- Target families and professionals using email marketing
4. Engagement metrics:
- Monitor engagement metrics such as time on page, bounce rate, and click-through rate
- Track lead generation through landing pages and downloadable guides
5. Continuous improvement:
- Analyze metrics regularly to refine and adjust your content strategy
- Gather feedback through surveys and comments to adjust future content
While national real estate companies dominate broad keyword searches, regional real estate companies stand out by providing unique, engaging, and highly specific content focused on the education and employment markets. You can build an audience. By becoming a trusted resource for families and professionals, brokers can increase brand awareness, build lasting relationships, and ultimately convert future customers.
