According to the content marketing gurus at Hubspot, 60% of consumers regularly read and consume blog content.

We’ve written about starting blogs before now, but what if you’re regularly publishing fantastic estate agency content and you’re getting some good hits on your posts from people finding them on google? How do you take those people visiting your website to read specific blogs, and inspire them to stick around and stay interested in what you have to offer them?

By inspiring them to engage with you and become a lead, you’re well on your way to a conversion which has to be your main goal in order to ensure all of your hard work writing the blogs pays off.

How to turn blog readers into prospects

First of all, you need to make sure you’re providing value. By identifying what your ideal prospect is looking for, you can deliver it via your content. When you do this, you’re attracting your perfect clients on purpose. This could mean writing a post about how to make the most of your property investment and offering a free download at the end of a blog about the local area, showcasing some of the properties which could offer the highest yields in your area.

Not only will they be more inclined to remember you and return for more of your content, but if they realise how helpful the information that you’re putting out is, they’ll also likely sign up for other things you’re offering, like a newsletter – so make sure your blogs have a prominent newsletter sign-up if you have one!

Enter, lead magnets

What are lead magnets? Lead magnets are basically really useful pieces of content you can use, to encourage engagement from the people visiting your blog posts from Google.

It could be anything, from an eBook about becoming a successful property investor, to a cheat sheet of what to ask an agent before instructing them to manage properties – whatever you think is going to add the most value to your ideal clients.

You also don’t need a different lead magnet on every post you write, that property investment eBook I mentioned above can be promoted in every single blog post you write aimed at local landlords!

You also need to make sure you have a robust mailing list in place underpinning this so that once someone has downloaded a piece of content you’ll be able to nurture them using email.

It’s all in the planning

You could go away right now and start working on your lead magnets right now, but for best results, you need to layout your plan of attack and by creating a blog lead generation strategy.

What does this mean?

It’s a fancy way of saying go through this process:

Research what your ideal customers are looking for. Don’t guess, you’ll get it wrong!
Plan out some blog titles that directly answer the questions your potential clients are asking.

Then, once you’re happy with your plan:

Write your posts answering these questions in great detail. Don’t hold back thinking that you’re giving away trade secrets, guaranteed someone else will already have spilt the beans on Google, so don’t make your prospect go away and find their post instead!
Add your lead magnet to your post

Measure, measure, measure!

Part of the fun is getting to feel the excitement when you realise your cunning plan is working, so don’t forget to record how many people give you their details from downloading the lead magnets! This will also help you evaluate what is working most effectively.

Do you like free stuff? Check out our marketing resources page, and grab yourself a blimmin’ good deal.

(See what I did there?)

Katie Gillingham

Katie is a Freelance Copywriter living in rural Dorset with her daft old Labrador. She first started writing content for the property industry back in 2015, and loves nothing more than bringing brand voices to life!