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The importance of creating a user-friendly, search engine optimized website can’t be emphasized enough, but once your site has been established you’ll want to look for new ways to build your web presence and find new avenues for generating online leads. One of the most effective ways to do this is to start a real estate blog.Google and other search engines place a lot of weight on blogs that have quality content and are updated often. Blog entries are cached quickly and can rank higher in the SERPs (search engine results pages) than many static websites. This means that a blog can really enhance your online visibility and help you reach more potential clients. Once users land on your blog, you need to offer them something of value. Write content that is entertaining and informative, and be sure to include calls-to-action that entice your readers to get in touch with you. By offering things like free home evaluations, access to the latest property listings, or some other goodie, you’ll give your visitors a reason to contact you, which is of course what you’re after. As opposed to websites, the content on a blog is always dynamic and can quickly become outdated. If you update your blog only once every 3 months, your readers will quickly click away. They want to see the latest real estate news, so it’s imperative to stay on top of your blogging. Set aside time to post every week, and treat blogging as an important tool in your marketing arsenal. In addition to regular updates, readers also want to see a more personalized style of writing in a blog than on a web page. Your personality, professional insight, and insider information are what they’re looking for when they visit your blog.In terms of content, blogs are a great vehicle for talking about the community and the local real estate market in a less formal way. Talk about local events that are happening, provide tips for buyers or sellers, highlight special listings, and advertise upcoming open houses. To help newcomers to the area, share your favorite hiking spots, eateries, new property developments, information about the local school system, or tips on getting around the city. This is your chance to talk about your hobbies and to share your favorite aspects of the community. This window to your personality will be engaging to users, and will go a long way in cultivating an online relationship. As readers follow your blog posts, they’ll be able to get to know you and your work style. This personal aspect allows for long-term lead cultivation and conversion which is quite unique from static websites. Remember, to make the most of your blog, be timely in your posts, be personal, and have fun. This is a creative outlet in addition to a marketing strategy. The more passion you bring to your posts, the more absorbed your readers will be, and the more likely they’ll be to contact you when they’re ready for an agent.