In digital marketing, content is king. But it's not just about creating any content. Your goal should be to create relevant content that resonates with motivated seller leads and helps you rank higher in search engines.

How Relevant Content Catapults Your Website’s Performance

Learn How to Get Higher Google Rankings and More Motivated Seller Leads With Relevant Content

By: Edward Humphries

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In digital marketing, content is king. But it's not just about creating any content. Your goal should be to create relevant content that resonates with motivated seller leads and helps you rank higher in search engines.

Below, we provide marketing strategies for real estate investors on how to create relevant blog posts that improve website rankings and generate more leads.

What Makes Content Relevant?

As a real estate investor, your primary goal is to attract motivated sellers and generate leads. One of the most effective ways to achieve this is by creating a powerful content marketing strategy that hinges on the principle of content relevance.

Content relevance is crafting blog posts that align closely with your target audience's needs, interests, and queries. Users are constantly filtering out irrelevant content. They will ignore your real estate investor website if your content doesn't cater to their needs at a particular point in their journey.

Relevant content grabs your audience's attention and signals to search engines like Google that your content is worth ranking. The more relevant your content is, the higher it's likely to appear on Search Engine Results Pages (SERPs), attracting more visitors.

How Search Engines Determine Content Relevance

To understand how to create relevant content, it's essential first to comprehend how search engines determine content relevance. Google, for example, uses various methods to analyze the relevance of a piece of content to a search query:

Keyword Matching

The most basic relevance signal is whether your content contains the same keywords as the search query. If a user searches for "real estate investment marketing strategies," Google will look for content that includes these keywords.

Semantic Analysis

Google goes beyond simple keyword matching and checks if the page contains other relevant keywords. For instance, if a page is about "real estate marketing tools," it will also include relevant terms like "digital marketing for real estate investors," "SEO," or "social media."

User Interaction Data

Google also considers how users interact with the search results. If users frequently click on a particular result and stay on the page longer, Google infers that the page is useful and increases its ranking.

The Role of Searcher Intent

One of the key aspects of creating relevant content is understanding and addressing the search intent of your target audience. Search intent refers to the reason why a user conducts a specific search. Is the user looking to learn something (informational intent), make a purchase (transactional intent), or navigate to a specific website (navigational intent)?

By understanding the search intent, you can create content that aligns with the user's needs at different journey stages. For instance, a user with informational intent might be interested in a blog post titled "Understanding the Basics of Real Estate Investment," while a user with transactional intent might be interested in a post titled "Five Best Real Estate Investment Opportunities in 2023."

Creating Relevant Blog Posts that Resonate with Your Audience

Creating relevant content starts with understanding your target audience, often represented as a seller persona. A seller persona is a fictional character that embodies the characteristics of your ideal seller. By understanding your seller persona's needs, interests, and challenges, you can create content that speaks directly to them.

Develop a Seller Persona for Real Estate Investment

The first step in creating relevant content is to develop a detailed seller persona. This persona should include

  • Demographic information
  • Professional details
  • Information about their real estate selling challenges.

For example, your seller persona might be a middle-aged professional trying to avoid bankruptcy or foreclosure.

Identify the Problems Your Seller Persona Faces

Once you understand who your seller persona is, the next step is to identify the problems they face related to selling their property. These could be challenges related to bankruptcy, foreclosure, relocating, downsizing, divorce, or a house that’s been on the market too long.

Create Content that Solves Their Problems (Pain Points)

With a clear understanding of your seller persona and their problems, you can create blog posts that solve these problems. If your seller persona is dealing with an inherited property, you may want to create a blog post or problem page that addresses probate.

Leveraging SEO Best Practices

Creating relevant content is just the first step. You also need to leverage search engine optimization (SEO) for real estate investors to ensure your target audience sees your content.

Keyword Research

Keyword research is finding and analyzing the search terms people enter into search engines. Targeting these keywords in your content ensures your blog posts appear in relevant search results. For example, if your target audience often searches for "real estate marketing strategies," you should include this phrase in your content.

On-Page SEO

Once you've identified your target keywords, you must appropriately utilize them in your content. It includes using the keywords in your blog post's title, headings, and body text. You should also include the keywords in your URL and meta descriptions to signal your content's relevance to search engines.

Link Building

Link building is acquiring hyperlinks from other websites to your own. Search engines use these links to crawl the web and determine the authority and relevance of your content. Acquiring high-quality backlinks from reputable websites can boost your content's visibility and rankings.

The Impact of Content Relevance on Website Rankings and Lead Generation

The relevance of your content has a direct impact on your website's rankings on SERPs. When your content is relevant, it's likely to rank higher according to search algorithms, attracting more visitors to your website.

Relevant content tailored to your target audience's needs and interests will more likely engage and convert these visitors into leads. It is particularly important for real estate investors, where the competition is stiff, and attracting motivated sellers can be challenging.

Overcoming Common Challenges

Consistently creating relevant content can be challenging. Here are some common hurdles and how to overcome them:

Staying Updated with Market Trends

Real estate is a fast-paced industry with trends changing rapidly. You must stay updated with the latest market trends to create relevant content. Regularly reading industry news and reports, attending seminars and webinars, and networking with industry professionals can help you stay ahead.

Understanding the Evolving Needs of Your Audience

The needs and interests of your target audience can change over time. Conducting audience research and surveys helps you understand these evolving needs and create relevant content.

Balancing SEO and User Experience

While SEO is crucial for making your content visible, ensuring that your content provides a great user experience is equally important. You need to create content that is

  • Keyword-optimized
  • Informative
  • Engaging
  • Easy to read.

Creating a Content Marketing Strategy for Real Estate Investors

A well-planned content marketing strategy is key to creating relevant content consistently. Here are some steps to create a content marketing strategy for real estate investment:

Identify Your Content Goals

Start by identifying what you want to achieve with your content. Do you want to attract more visitors to your website, generate more leads, or build your brand authority? Having clear goals can guide your content creation process.

Plan Your Content Creator Calendar

Planning your content can ensure that you consistently produce relevant content. A content calendar can help you plan what topics to cover, when to publish them, and on what platforms.

Measure Your Success

Regularly measuring the performance of your content can help you understand what's working and what isn't. It can guide your future content creation efforts and ensure it remains relevant and effective.

Leveraging Digital Marketing Tools

Digital marketing tools can make creating relevant content easier and more effective. They can help with keyword research, SEO optimization, content planning, and performance tracking. Some popular tools include Google Analytics, SEMrush, Ahrefs, and HubSpot.

Creating relevant blog posts is an art that real estate investors can master with the right strategies and tools. You can improve your website rankings and generate more leads by understanding your target audience, identifying their needs, and creating content that meets them. Remember, in the realm of content marketing, relevance is king.

Start Generating 15-30+ Inbound Motivated Seller Leads Every Month

Freedom Leads can help you get more motivated seller leads through various paid and organic online marketing strategies. Learn more about how we can help you implement the Motivated Sellers Marketing System in your area.

To check the availability of your market, fill out our application form or contact us at 877-399-2259, and we will walk you through the process. We only work with a limited number of investors per area, so claim your market today!

If you are a real estate investor with the highly coveted ability to attract a high number of motivated seller leads, you need to ask yourself two primary questions:

  1. "What is my process for leads that come in?"
  2. "How many leads turn into contracts?"

2022 brought a lot of challenges to the real estate market. Both buyers and sellers faced inflation, higher interest rates, housing shortages, supply shortages, and greater competition in the marketplace. Regardless of how successful you were over the last year, it’s imperative that you assess your REI business and prepare for the upcoming year.

When developing your marketing strategy for attracting motivated seller leads and converting them into real estate deals, you want to employ a multi-faceted approach that includes as many different traditional and digital marketing channels as possible. You also want to develop a system that allows you to track and analyze the progress of your marketing campaigns within each channel.