What Type of Online Content Sells Real Estate?

Principal Consultant , David Allison Inc.
  • Apr. 4, 2011

Businesses often turn to firms offering search engine optimization (SEO) for guidance on key words and meta data in an effort to improve their website traffic. But good SEO is only part of the formula.

It’s a universal rule that good content – good stories – get consumed and the bad stuff is ignored.

When developing content for a new real estate development website be sure to include information that people want to spend time with. If it’s interesting and useful, readers will stick around, want more and visit your site again and again as you add more and more stories.

While snappy headlines are a great way to capture attention, be sure you have crafted a great article below the headers to keep readers engaged.

Rather than producing a website filled with advertising copy, focus on your target audience and establish what type of information would appeal to prospective buyers. Think outside the box: product information is a given, but what else makes your offering an appealing one? The neighbours? The retailers? The amenities? I’ve yet to encounter a project that doesn’t have dozens of compelling stories to tell.

And make sure you’ve set yourself up with the best tools to share these stories. An easy-to-install plug-in like Sociable, for example, allows visitors to instantly share your content with others via email, RSS feeds or social media websites. Whether your prospects and readers are on Facebook, Twitter, Digg, Delicious, BlinkList, or any other social network/sharing site, the Sociable Plugin will allow your blog to be connected to the social media stream, making your content known to the world.

If your stories are a good read, and you make them easy to share, you could find yourself with thousands more prospects than you anticipated.

By crafting great web content and allowing visitors to share it with others, you will see a higher volume of traffic on your site. More traffic leads to more leads. And more leads yield more sales. Sounds good to me.


David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more





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