Phil Spencer: Content is king

If a real estate agent can tap into this new piped music, they’re in business.

That means content is king on a website – just look at the sheer amount I’ve made sure it shows up on my own Move iQ – and here are five reasons why I think you should make content one too. key part of your agency’s website.

Virtual visibility

First and foremost, you want to make sure that sellers and buyers are actually finding you.

During the pandemic in particular, more and more people have moved further afield – this is the notorious space race as some fled the city for towns and countries.

Chances are people have Googled ‘estate agents in Devon’ or ‘agents in Yorkshire’ in addition to pointing to Rightmove or Zoopla – and that’s an instruction or a potential buyer that you could lose if you don’t. have no website with a good SEO score.

Brand new

Second, focus on your brand. Agents often spend a fortune on new signage, smart boards, and a stylish interior for the office – they are all very important. But the same goes for a website, carrying the same branding.

Unlike a portal, your own website gives you a unique opportunity to control content and ensure that every page – and even the ease of navigation – demonstrates the values ​​and techniques you want to identify with. Look at it this way: your website should treat its visitors just like you would treat people walking into your brick and mortar office.

Location, location, location

Third, it’s critical that you add value with additional content that people just can’t find elsewhere – and these days, it’s all about community. Buyers who travel greater distances than before may need help figuring out what makes a place tick. You can help here.

I have already spoken in this column about the importance of blogging. Whether yours examines local initiatives, Ofsted school results, existing clubs and societies, local heroes producing great food or sports results or helping charities – these are the elements that make up a community. .

Stamp your authority

Fourth, show your website visitors that you know what you’re talking about.

We all know that housing markets vary from neighborhood to neighborhood, sometimes even from street to street. Show it with occasional market updates that go far beyond just rehashing the latest national house price index – use the data you have at your disposal to show that you are the leading authority in the matter. in micro markets, advise on which areas are right for homeowners to buy, and when is the best time to list a home.

Dress to impress

Fifth, dress up your website to impress with a clear branding, great images, and some of the best and most user-friendly tools.

As agents, we always say that first impressions count during a visit, and it’s the same with a website. Expert advice on presentation and navigation will give the visitor the assurance that they are visiting something that exudes quality, competence and attractiveness.

Things may change in the future, but for now, I feel like too much emphasis on PropTech can be intimidating. Try not to force them to participate in virtual 3D visualizations or a live broadcast as the only way to verify a property.

The best agents already do all of this, of course, and also associate this great content with SEO optimization. It’s easy for me to urge other officers to follow suit, but I recognize that it can be more difficult, time-consuming and costly in the field.

However, it will be worth it, because with the end of the stamp duty holiday and possibly the arrival of tougher economic realities in the coming months, successful agents must seize every opportunity to stand out and make a difference. stand out from competition. Fall and winter are also good seasons to refresh a website, before sales pick up again in the spring.

So take an hour and go online, check out rival agents or others you admire in different parts of the country. There is no shame in choosing the best features of others and giving them your individual virtual touch. Have a good surf …

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About Nereida Nystrom

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