Content marketing is nothing new, but content marketing that works well is something everyone still struggles with. There are two parts to a great content marketing strategy: distribution (spreading around the content) and return on investment, or ROI (producing results through the content after people read it).

Today, we’re focusing on how to get the maximum ROI from your content.

Write awesome headlines

Want someone to click the link you posted on Facebook and actually read your content? It all starts with the headline. BuzzFeed built its entire business off great headlines, and it’s something the website tries to improve every day. Taking this same ruthless approach to your real estate content can be what separates your content from the rest of your competition.

Don’t build headlines for only search engine optimization (SEO) purposes. An optimal headline length is 60 to 100 characters, and headlines of 16 to 18 words have higher clickthrough rates. 

Use internal links for more than SEO

By now most people with a basic understanding of SEO know that linking to your website inside your own content is beneficial for ranking reasons.

Another great reason that is often overlooked is that people actually click the links inside your content if they’re worthy! When you’re not just linking back for SEO juice and you actually put natural links into your content, people will visit those pages! This gives you another chance to capture a lead on another page.

Call your audience to action

If you’re not using some type of pop-up call to action on your real estate website, you’re losing about 10 percent of all leads right away. A lot of Realtors don’t like having any pop-ups on their websites, but the fact is that they work.

Three great pop-up managers that you can install include the free SumoMe or paid apps Exit Monitor and Optin Monster.

The nice thing about these pop-ups is that they are getting smarter. The three listed can each tell if a visitor is returning to your website and show them a new pop-up or nothing at all, depending on your settings. And there’s also functionality that will produce a pop-up only when a visitor is showing signs that they are about to leave your website. 

Format your content

Taking the extra time to format your posts so they are easier to read makes a huge difference. Easy-to-read content means more people will finish reading it. And as more people finish reading the post, they are also more likely to share it.

Using bullet points and proper breaks in between paragraphs is important; you should also always include interactive content such as images, video and audio. Google likes this stuff, too. It’s a win-win.

Create specialized offers inside your content

This is another high-conversion technique you can use with your content to turn more of your visitors into leads. It’s a little bit more complicated, but if you have any newsletter skills, you should be able to set it up pretty easily.

The setup works like this:

  • Create an offer for each post you write, such as a free e-book, to encourage readers to subscribe to your blog.
  • Create an opt-in form where readers can get alerts about new content and include it in each blog post.
  • All the top email newsletter providers should offer an auto-responder. Set it up to reply to any new subscribers with the reward of the offer you gave in the article.
  • Enjoy your third way to convert visitors on your real estate website!

Once you get all of these tactics working for you, the next step is to figure out what verbiage to use to convert even more visitors into leads.

Andrew Gale is the founder of FlyerCo.

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription