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Fresh Real Estate Content Keeps Your Online Presence Relevant

How fresh real estate content improves your rankings on Google

If you’re in the real estate business, you probably know by now that having fresh real estate content on your website that shows up in online searches is critical to attracting new clients. However, the workings of search engines are complex and mysterious, which is why there’s an entire industry of search engine optimizers (SEO) working to make sense of them. However, if your business isn’t at the point where you want to hire an SEO quite yet, there are a few simple things you can do to make your website more attractive to Google, Yahoo, and other search Fresh Contentengines.

The Science of Freshness

People often use “fresh” in the everyday sense, but freshness is also a metric that search engines use to rank your website. In most cases, making your website fresher will increase its visibility in online searches, which will translate directly to more business.

The importance of freshness depends on the search. A search for news or for a trending topic cares a lot about freshness, while a search for factual information will usually aim to return older, more authoritative pages. Real estate is somewhere in the middle: a search engine wants to return relevant (i.e. fresh) results to make sure that the businesses they display are still around.

Again, search engines are complicated, so freshness is too, but the short version is this: creating and updating content regularly will make your website more fresh. Search engines will crawl and index fresh content more often, helping you to widen the number of search terms that will find your website.

Creating Fresh Real Estate Content

Websites that regularly add new content are more likely to be considered fresh by search engines, and that fresh real estate content can allow you to add keywords to your website that will help it turn up in searches.

For example, if your website has six different posts linking to Real Estate Vancouver, and each of those posts has a different focus keyword, then Google will index that content and associate your website with those keywords. This in turn means that a wider variety of searches will find your website.

The easiest way to add fresh real estate content regularly is to maintain a blog. Making one post every week doesn’t take much time, and you probably already have something to write about. Post about the trends you’ve noticed in real estate, or tell interesting stories from deals you’ve made recently. Your posts can be very different from week to week. But as long as you stick to a regular schedule, Google will see that your website is active and therefore more fresh. Best of all, a healthy blog will show that you are an expert on the real estate industry, and give visitors to your site more reason to trust you.

Updating Content

In addition to new pages, search engines notice when pages change, especially when those changes are large. One way to keep your website fresh is to keep updating content.

For example, your real estate website probably has a testimonials page. If it doesn’t, then you should ask for testimonials from satisfied clients, and put them on your site! Then, every few months or whenever you get a good testimonial, replace the oldest one with the new one. This type of regular update has two benefits: first, it ensures that new visitors to your website will see recent testimonials, and know that your business is currently going strong; second, your website will have a higher freshness score.

Note that small changes don’t necessarily make a difference, so updating your sidebar or changing a link won’t increase your freshness. Instead, focus on updating core content.

Having a Good Website

There’s a lot more that you can do to increase your website’s freshness, but in the end it all goes towards making sure you have a functional and engaging website. New content, and updated content, give users something to read and show that you are currently active in the business.

If your website is engaging and functional, and has interesting fresh content, users will spend more time on it, and Google will take notice. Websites that hold the user’s attention for longer will move up in the rankings. As Cyrus Shepard of says in his excellent article on freshness, “your goal should be to update your site in a timely manner that benefits users, with the aim of increasing clicks, user engagement, and fresh links.” In other words, put your users first, and the search engine rankings will follow.

Ask people you know to visit your website and tell you how engaging and usable it is, and take a look at other successful real estate websites to see for yourself what works and what doesn’t. Alternatively, you can hire professionals to ensure your real estate website is state-of-the-art.

Fresh Content is Good for You

The core principles of making your website more fresh are also good principles for making a good website, and attracting more business. New content gives users something to read, up-to-date content shows that you’re still in the business, and an engaging and user-friendly website makes potential clients more likely to hire you.

In other words, if you work on adding fresh real estate content, you’ll end up with a good website.

Real Estate Marketing

How To Craft A Strong Real Estate Unique Value Proposition

In real estate, your unique value proposition is a key part of a successful online presence.

Being a real estate agent in 2018 is very different from being a real estate agent in 1987, 1997, or even 2012. Search engines like Google and Yahoo and social media like Facebook and Twitter have completely changed the way the real estate business works. In the age of the Internet, your real estate unique value proposition (UVP) is one of the most important aspects of your online presence.

90% of real estate searches begin online

Consider that 90% of real estate searches begin online, and more than half of all Google searches happen from a mobile device. These numbers mean that most of your potential clients will first encounter your website on a smaller screen, where they’ll be looking for information quickly—in fact, your website will have an average of only eight seconds to get your visitor’s attention. This short time frame is what makes a unique value proposition so important.

What exactly is a unique value proposition, and how can you craft one that will help attract clients to your real estate business? According to Unbounce, your unique value proposition “is a clear statement that describes the benefit of your offer, how you solve your customer’s needs and what distinguishes you from the competition.” A prominent and engaging UVP is the best tool to catch a potential client’s interest during that critical eight-second window.

Standing out from the competition

In spite of the importance of a unique value proposition in real estate, I can tell you from experience that UVPs do not get the attention they deserve on real estate websites websites. I have looked at hundreds of these websites, only to find that very little focus has gone into crafting a compelling UVP. I’m not just referring to low-quality websites, either—I’ve seen many custom and “high end” real estate websites that show evidence of a great deal of time, effort, and creativity, but where the UVP doesn’t seem to have been a priority.

Your real estate unique value proposition is therefore a great opportunity for you to distinguish yourself from the competition. And let’s face it—as a real estate agent, you’re working in an industry with significant competition, where anyone can set up a basic website for free. That’s why crafting a strong UVP will help you to stand out from the crowd.

A successful formula

The secret to a captivating real estate unique value proposition is to communicate quickly and concisely about why your service in particular is the right choice. In other words, you need to communicate what you can offer that makes you different from the competition. You want to avoid saying the same bland things about yourself that other real estate agents are saying—in fact, you should find the UVPs on other real estate websites in order to learn what others have already said. This will give you ideas about what to say yourself, and, more importantly, what not to say.

Begin your unique value proposition with a headline. The headline should be a short, attention-grabbing sentence that states what service you’re offering. You can also mention the product or the customer.

Next, have a short follow-up that provides a more specific explanation of what you offer, why it’s useful, and who can benefit from it. This part can be a sub-headline or a short paragraph—three sentences at most. Focus on what you can do for your client.

Third, you want to list the key benefits or features of your service. You might want to follow the formula of listing three bullet points. This section is the most detailed part of your unique value proposition, but remember that you want people to still be able to read it in less than eight seconds.

Finally, don’t forget to include a picture in your unique value proposition. Images capture attention much more successfully than words, so make sure to have a prominent picture, generally a hero shot or an image reinforcing your main message.

Once you have a draft of your unique value proposition, you can evaluate it by checking whether it answers the following questions:
What product or service is your company selling?
What is the end-benefit of using it?
Who is your target customer for this product or service?
What makes your offering unique and different?
If you find that one of these details is missing, rewrite your unique value proposition to make sure that it includes all of the information it needs.

The centerpiece of your Website

As a real estate agent, your unique value proposition will be the quickest way to engage the growing number of potential clients who will glimpse at your real estate website on their phones after a quick online search. Make sure to place your UVP front and centre on your website. Once you’ve gotten your client’s attention, follow up your UVP with strong website design and usability to make sure your client can learn more about what you have to offer.