How Blogging Can Help You Stay Ahead of the Agency Competition

David Jemison

June 1, 2020

Blogging can be a huge asset to your estate agency with regards to generating a large network of leads. Most agents think they are too busy to blog, and so pass up on this golden marketing opportunity.

It’s true that a well kept blog does take time and attention to generate engaging and useful content that pulls in leads from your target audience. And even though blogging is not a quick fix, it’s a worthy investment which pays off tenfold once you’ve built up a network of quality converting leads.

With fierce competition from local and online agents, you need to be doing everything possible to reach your audience through the crowd of noise. And blogging could be your secret weapon if your competitors can’t be bothered to do it.

In this post we’ll be discussing the benefits of blogging, blog writing with time saving tips, advertising your posts, and we’ll finish up with some content ideas to inspire.

Blogging benefits

A well maintained blog connects with your customers and brings visibility to your agency’s brand. It’s also a prime place to share your unparalleled local area knowledge and really position yourself as authoritative source in the agency world. But a blog can bring so much more than that. Other benefits include:

Returning website visits

As long as your blog is updated on the regular, blogging can encourage returning visitors to your website as it gives people a reason to come back. A returning visitor is much more familiar with your brand and more likely to convert into a customer as you’ll be one of the first who come to mind when they’re ready to buy or sell.

Lead generation

When producing quality content, you don’t have to give it all away for free. Save some of the really good stuff (like pricing reports, local guides) for a ‘lead magnet’. This encourages people to provide their email in exchange for the content.

Boosts SEO (Search Optimisation)

More content gives you more chance of being found online. Most people start their online journey with a Google search, usually in the form of a question, so if you’re creating content that can provide answers to your audiences queries, you are more likely to appear in their search results.

When written well, blog content adds appropriate keywords to your site. This helps search engines better understand what your website is all about and therefore position you better in the search results.

Adding fresh, new content to your website on a regular basis also tells Google you’re an active company with a dynamic website. Search engines will favour this over an agency with a static site, as it doesn’t exactly give Google the impression it is still in business, and so ranked lower down the search pages.

Writing tips for perfect posts

Now we’ve covered the fundamental reasons as to why you should be blogging, you need to create posts in tip top shape to avoid readers from clicking away. Here’s our top tips for writing posts to perfection:

Quality not quantity

Don’t ‘fluff’ up pieces and only include relevant information. Attention spans are lowering all the time and you need to keep your audience engaged on your website.

Format for readability

Just like we’ve done in this article, separate your content into digestible chunks to make it easier to read. Avoid big walls of text as people tend to skim online content. A well formatted post will allow people to still get the important info, even if they don’t read the whole thing.

Include links

There are two types of links to include in your blog posts. Internal links which link one page to another page within your website. And external links which link out to other websites.

Links might include another blog post that explains a topic in further detail, or an external link to a research study which backs up any claims you’ve made. Either way, these links direct visitors to important parts of your website, keeps them on your website for longer, and helps search engines like Google better understand what your content is about – resulting in better search result rankings.

Time saving tips

Use a template

Don’t get stuck and let the blank white screen and blinking cursor intimidate. Use a blog content creation template to help you get started and structure your posts. You can find many suitable templates online with a quick Google search.

Get the office involved

Sharing content creation between the whole office means you can produce more posts in a shorter time frame and delegate between people with more time on their hands. Featuring different staff members on your blog also adds personality to your agency, making your brand more relatable and approachable.

Outsource a copywriter

A decent copywriter is a worthy investment as they’re professionally trained to write content specifically to engage and attract leads. If your sold on the art of blogging but just can’t put aside the time, a copywriter might be a suitable option.


All these tips for blogging fall short if your posts aren’t promoted. You need to drive traffic towards them so shout about posts on social media and include them in your regular newsletter.

Remember to spruce up previous posts that could still be relevant and advertise these just as much as new posts to boost traffic.

Blog ideas

Sold on blogging but don’t know where to begin? Here are some ideas to get you started:

  • Area guides
  • Industry news
  • Property trends
  • Community events
  • Help-to-buy schemes
  • Tenant safety
  • Holiday opening hours
  • Local housing developments

For more inspiration, have a look at your competitors blogs and social media pages. Don’t copy but use them to research and understand what content is popular and what subjects could be covered better to provide use to your audience.

Remember to always provide value for your readers otherwise they’ll have nothing to gain from your content and won’t return to your website.

Final thoughts

Blogging on your website does not bring overnight success. However continually providing useful, well curated posts can gradually turn your site into a bubbling hub of publicity and leads. A worthy return on investment.

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