When you are thinking about what content goes on your website you should think about why is the consumer coming to my website and what do they want to read? Let’s start with one of the big reasons people come to your website; listings. Anytime you have a listing you see a spike in traffic on your website from people clicking on “Visit Realtors Website” on Realtor.ca.
The reason they are doing this is actually pretty simple when you stop to think about why. I’ve even listened to consumer panels where they have talked to consumers about this very topic. They are clicking through to your website to find more information about that specific listing than they are seeing on Realtor.ca.
Most of the time though they end up seeing the exact same information scraped off of the IDX or DDF feeds. There is no information that is much different. if at all, than they find anywhere else. They are coming to you see more.
This is the type of information you should be providing them. They want to come see more so give them more. Tell them everything you know about the house, the neighbourhood, and even go past that. Talk to the sellers and ask them what they love about the house, what will they miss the most, and anything else that only someone who lives in the house might know. I spoken to sellers who said the thing they’ll miss the most is the amazing neighbours, that’s actually a good selling point for many potential buyers.
Share all the information you can about the house. People are putting down a lot of money and they will consume everything they can find about the house before buying. If you’re consistently providing this information they’ll keep coming back and eventually reach out to you for help.
If you don’t have any listings you can still take advantage of this. Find other peoples listings that you’re allowed to advertise. Ask the listing agent if you can promote it on your website with a blog post as a “Featured Home of the Week” and if they say yes then write about their listing and try to collect buyer leads that way. It can be an effective strategy for generating buyer leads once you start ranking well on search engines.
The consumers want to see more so go on your website and start giving them more. It may not pay off from day one but this is a strategy with the long term in mind. The more you do it the more traffic you’ll get and the more they will stay on your site. The longer they stay on your site and the more they come back the higher you will rank in search engines. So start sharing everything you know about the house, neighbourhood, and whatever else might be relevant to potential buyers!