Maintaining a daily blog content schedule is challenging for full-time real estate agents who dedicate most of their energy to serving the needs of their clients, which is why it’s a good idea to tap the expertise of your local transactional partners for guest posts.
While there are literally thousands of topics real estate agents can blog about that may answer important home buying questions, it’s nearly impossible to publish a complete guide to home ownership without leaning on some of your business partners for a little help.
One of the main benefits of having a comprehensive real estate blog is being able to email quick answers to clients and prospects with a link to an article you’ve written on your own site.
However, as we know, one simple Q&A can easily lead to 10 additional questions as your clients start to realize that every scenario comes with its own unique set of circumstances.
A major frustration many agents have with their lending partners is their lack of communication or timeliness in responding to important questions that may mean the difference between investing a weekend showing homes or waiting a few extra business days for a full underwritten loan approval letter.
The last thing you want is for a client to start searching around the Internet for credit or down payment related answers and then have them end up in another agent’s marketing web.
Think of the time and energy you’d save if most of the basic mortgage related questions could be addressed on your own site, where you control the lead flow and calls to actions.
It’s amazing how many well-qualified and professional loan originators spend thousands of dollars on marketing materials just to get an agent’s attention for coffee, yet they never offer to simply write a few posts on the agent’s blog.
In my opinion, I couldn’t think of a better way of getting in front of an agent, their team and their buyers than having my articles published on their site.
But My Lender Doesn’t Blog:
We’ve had a few challenging years in the industry, and the true mortgage professionals left may have busy rolling with guideline changes and focusing their time on meeting escrow deadlines.
So, it’s highly likely that your favorite lender hasn’t evolved into a pro blogger you you have.
Sending a loan officer a link to your /wp-admin login might scare them. Or even worse, you could end up with a post that didn’t meet your copywriting standards.
However, I’m sure everyone left in our business has figured out how to use their email by now.
The Mortgage Content Strategy Is Simple:
A. Create a category or tag on your blog for “Mortgage Frequently Asked Questions”
B: Dig through some of your past emails for questions you’ve received from buyers that pertain to their loan approval.
C: On Thursday – Email a few of your trusted lenders one question, and ask them for a 3 – 5 sentence response by the following Monday.
D: Compile their answers in a single post that is titled properly, and list their name and number after their answer.
E: Personally send an email back to your clients with a link to your response article.
Within a few months, you should have the main questions nailed down and neatly organized on your site.
Take it a step further and add the new category or tag to your YARP plugin so that you can spread those posts back through previous content.
Why Is Mortgage Content Important On A Real Estate Blog?
In my experience, motivated buyers don’t shop for lenders online.
Instead, they search for answers to specific qualifying questions while they’re in the “buying phase” and hope they can find a mortgage professional that they trust.
Disregard the rate shoppers for a minute, I’ll discuss that niche in a different post.
What I’m talking about here is having your lending partners write highly targeted content for a certain niche audience that is looking for a (price range) home in (your neighborhood) with a (state grant program) that they can qualify to buy with (___ money down) and a (_____ credit history).
Add this missing piece of the puzzle to your authority real estate blog, and you’ll have a true one-stop-shop for your buyers.
Who said real estate blogging is dead? We’re just getting started.