Before you sign up for a web builder and start piecing together a site, it’s a good idea to outline the various pages and features you want to create. Otherwise you may find yourself staring at a blank screen.
As part two of our 8-Step Guide to Build and Market a Killer Real Estate Website, we’ll go over content strategies. As with the other articles in this series, I’ll be using Lake County Realty, my father’s company, as an example. In the last article, I showed you how we came up with a domain name. Now I’ll be showing you how we came up with the content we want and where we decided to place it.
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- The Homepage
- A page listing the homes my father has to rent
- The page with the real estate listings that people can search
- Contact page and other pages with general info like Lake Gaston activities
- Blog Page
We want to feature pages that display Homes For Sale and Homes For Rent
My father focuses on both selling and renting homes on Lake Gaston. We want to make sure that we feature pages where potential clients can see both the homes that he has for rent and the homes that are available for sale. In most cases, he can “sell” any home which is on the market. However, rental listings tend to be exclusively represented by a particular firm.
My dad has access to a multiple listing service (MLS), which is basically a database that includes all the houses for sale in a particular area. So for the homes for sale page, we are going to want to feature an MLS search tool. For the homes for rent page, we are going to want to have detailed information and pictures of the homes that he has the ability to rent.
We want to tell people About Tom Waring
Since buying or selling a home is the largest financial transaction that most people will make in their lifetime, potential clients are also going to want to get to know the person that is going to be helping them. For this reason we want to have an “About Us” page that talks about my father and his experience selling and renting homes on Lake Gaston. We can also include things like a map of the location and business hours on this page.
We want to establish ourselves as experts on the Lake Gaston Area.
Many of the people who are renting and buying homes on the lake are not from the area, so they are going to want to know where they can find things like bars and restaurants, grocery stores, golf courses, boat rentals and more. We will include this information in a page about Lake Gaston. This has multiple benefits, it establishes Tom Waring as knowledgeable about the area, gives people a reason to revisit the page, and is good for search engines.
We want to make it easy for clients to contact Tom
Once our website has a client engaged and wanting to rent or buy a house, we want to make sure that they have the ability to contact us. Displaying contact info prominently on every page of the site makes it very easy for people to be able to contact you. Having a phone number with a local area code and the address of the business displayed on every page of the site also helps your website rank highly when people search for terms related to your business.
We want to have fresh (new) content regularly appearing.
Keeping your website updated with fresh content not only gives potential customers a reason to come back to the site, but is also an important factor that search engines like Google look for when determining which sites to rank highly in their search results. For these reasons we are also going to want to have a blog on the site that my father can update a few times a month with his thoughts on the market, news from the area and more.
We want to have lead bait.
Last but not least I want to have a lead capture on the site, where my father can collect the emails of potential clients and start compiling an email list to which he can market. For this we are going to have a guide to buying a home on Lake Gaston.
We asked 50 experts for their best real estate marketing idea. Click here to see what they told us!