Blog post ideas for letting agents
Blogging can be a very effective way of reaching out and engaging with your local market of potential landlords and tenants. Incorporating blog-style content into your online marketing strategy has a number of potential benefits, from showing that you are an expert in your industry (building trust), to creating added value for your customers (sharing your insights). Producing rich content can also increase your SEO (Search Engine Optimisation), by helping grow your website’s authority, ranking and traffic so that you become more visible online. By regularly posting original and informative blog posts you can help to expand your user engagement and boost your company’s online profile.
However, consistently producing engaging blogs can be a challenging and time-consuming task. It can be daunting having to continuously think of new and interesting topics to write about that haven’t already been covered multiple times by competitors. But, with the right preparation and planning, ideas and content will flow freely and blogging can become part of your routine, providing your business with a USP which can boost both your business profile and customer base.
Identifying a reliable set of topics based around key dates such as legislative changes and seasonality is a good place to start. You will be able to update and reuse these, helping you to maintain your regular content output. It’s also a good idea to identify some niche areas on which you can comment or blog about, which will appeal to your specific demographic.
Know your audience
Before you start, it is imperative that you understand your audience. Ask yourself a few key questions before you begin to ensure that you are on the right track and have a clear idea of your content strategy and what you are hoping to achieve.
Ask yourself, who is my target audience? What medium would they prefer to receive content in? This could be social media, a newsletter, your website, webinar, podcast or video. Think about your tone of voice and, depending on your strategy, who you are targeting and where they are in their customer journey, whether you will focus on ‘news’, ‘educational’, or ‘sales focused’ content. Referring back to your target audience and their requirements can help you to identify the most appropriate type of content.
It is important to follow your company brand guidelines in any content that you create. Make sure that you adopt a consistent tone and style of writing that complements your positioning. This will be determined by a number of factors including your target audience, business objectives and the method of communication.
It is a good idea to develop a content plan so that you can strategically map out what content you will be producing and when. This is a great way to keep on track and to forward-plan your content around themes and specific points of interest throughout the year such as seasonality and holidays.
Here are some ideas to help get you started on creating your content calendar and writing engaging blogs.
Join HF Assist
Hamilton Fraser's new helpline for letting agents covering legal issues
Provide updates on the private rented sector
You may want to consider providing relevant information for your readers about the latest news and important updates in the lettings industry and private rented sector (PRS). Tax and legislation are always topics of interest to landlords.
By offering regular and accurate information that is relevant to your readers (landlords and tenants), you will establish yourself as an expert source of information.
This can be especially useful as people may begin to rely on you for news updates and as a source of industry information.
Talk about local news and events
As a letting agent operating in your area, you should already be tuned into local news and events that could be relevant to your readers.
Blogging about local news and events can help you to strengthen your relationship with your readers, and potential new customers, by showing that you are tuned in and connected to the local community.
Attending industry networking events is a great way to gather additional ideas for blog posts.
Getting alternative perspectives from other letting agents who understand the challenges you are facing can be an immense source of insight and help you to write meaningful and relevant content for your target audience.
Also, by engaging and writing about local events and organisations, you may generate discussion, improve your professional network and establish beneficial relationships with local businesses.