Evergreen content ideas for real estate websites
Evergeen content can be a powerful SEO tool for your website, driving fresh leads to your site for years. The trick to evergreen content for real estate websites is finding topics based around keywords that buyers or sellers are likely to be searching for, and which aren't going to become outdated.
If you've never done basic keyword research before, check out Moz Keyword Explorer and type in a search like "austin real estate". The tool will give you a bunch of keyword suggestions, as well as the monthly volume. With this info at hand, you can choose general topics to write valuable pages off of.
However, we find that some of the best evergreen content ideas don't come from a keyword tool. Instead, they come from the inspiration and imagination of Realtors like you. Here are 7 evergreen content ideas for real estate sites and blogs that can help you get started:
1. Neighborhood spotlights
Neighborhood spotlights add immense value for buyers by providing a window into smaller areas they might not know about otherwise. Unlike community pages, these spotlights will focus on much smaller parts of town, including popular subdivisions, and share info about the types of people who live there, nearby amenities and annual events, why people love to buy in the area, and so forth.
By writing down everything you know about these communities and sharing it with the world, you'll be showing potential buyers how knowledgeable you are and building evergreen content.
2. Buyer guides & seller guides
Buyer and seller guides are an awesome way to share your expertise and engage with potential clients. The more detailed you make your guide, the better, as it will extend your word count and also assist more people.
Common subcategories of these guides include:
- Steps of the buying/selling process
- Mortgage info
- Local property tax info
- First time buyers/sellers
- Contract explanations
- Moving tips
- Buyer & seller FAQs
Depending on how you want to structure your guides, you can put all the content into a single page, or break the guide itself into several pages. Just ensure you have enough content for each topic to justify its own page if you go that route, and be sure to set up links between the main guide and the section pages.
3. Client success stories
You work hard to make your clients happy but are you showing off those successes? After a person has bought or sold a home, take a photo of them and add them to a success page. You can even do a quick little interview to add a stronger personal touch.
Here are example questions for a buyer success story:
- Where did you move to?
- Why did you pick this neighborhood?
- How long did it take to find your dream home?
- What advice do you have for other buyers?
This page will also serve as a testimonials page, but is even better because it captures the human interest angle that a bunch of quotes often overlooks.
4. Influencer interviews
If you're a Realtor, you probably have cool connections. Why not share them? Interview the mayor, or another prominent member of your community, and then post the interview to your website. A video with a transcription is an awesome way to do this, and can also be shared across social media channels, extending your reach.
While an influencer interview isn't a sales pitch and should focus on the community itself, it won't hurt if you introduce yourself as the interviewer and mention your passion for local real estate...
If you can't get an influencer, try someone who is relevant to the industry, like your favorite mortgage broker or real estate lawyer.
5. Best local schools
We don't have to tell you that a lot of buyers are concerned about school districts, but have you considered putting together a page that tells potential buyers everything they need to know?
- What neighborhoods feed into which schools
- Grade, number of students, & type of school
- School rankings & ratings
- Student test scores
- Common compliments
- Common complaints
If there's only a handful of schools, feature them all, but feel free to focus on the top 10 schools if there are dozens in your local community.
You can get a lot of the information off of sites like Great Schools and local school websites, which will make it relatively easy to write the page and then keep it up to date with annual updates.
6. Best neighborhoods
Once you've put together a few neighborhood spotlights, you're in a great position to start pointing out some of the best neighborhoods in your community. This is something potential buyers will care quite a bit about and you can recycle the research you've already done. Just be sure to rewrite the content so it's entirely unique to maximize search engine value.
As an extra bonus, you can include a snippet or two that shows off some of the available properties in the best neighborhoods. After all, people looking at the best neighborhoods in any given area are often thinking of moving in the near future.
7. Tax breaks and incentives info
The government often provides tax breaks and incentives for home buyers but they aren't always easy to find. Show off your expertise and let potential clients see that you're interested in helping them out by providing a curated list of incentives on your website.
Don't forget to look into incentives by utility companies too. Energy and electric companies often offer perks to home owners who upgrade their systems, which can be an attractive option for buyers who are expecting to do a little reno work after their next purchase.
This is also a good section to talk about borrowing from 401K (or RRSP) accounts for home purchases, and other financing options that can ease the burden. Don't feel like an expert in these subjects? Not a problem—this is the perfect opportunity to ask your favorite mortgage broker to do some work in exchange for a little free advertising on your site...
Why evergreen content matters
At the end of the day, evergreen content is important for a site because it provides value for your visitors without requiring constant work from you. It's both effective and low maintenance. In many cases, evergreen content is done the moment you hit publish, and you won't need to give it any more attention until the info changes.
That said, you should still review your evergreen content at least once per year. You'll want to tweak a couple sentences to show search engines that you haven't forgotten about the page and the info is still relevant, and it's also a good opportunity to ensure all the details are still up to date.
Done properly, evergreen content can provide a steady and ongoing stream of relevant visitors to your site, which you can then transform into clients. Awesome!