Real estate was one of the sectors hit hardest by the economic recession, but New Jersey-based ReMax has lived up to its "Real Estate Leaders" slogan through tough times with a marketing campaign centered on website content.

Real estate was one of the sectors hit hardest by the economic recession, but New Jersey-based ReMax has lived up to its “Real Estate Leaders” slogan through tough times with a marketing campaign centered on website content. The company has seen a spike in online traffic and conversion thanks to industry-relevant information it now offers consumers.

The recently updated ReMax of New Jersey website places emphasis on calls to action, with users being directed to conduct property searches or check out neighborhoods right at the top of the homepage. The firm’s real estate agent, Chris Walsh, told Trading Markets these features are the result of the company’s partnership with a local marketing service that educated real estate officials about the power of a good business website.

Walsh indicates that ReMax has completely overhauled the content on its site to offer web visitors valuable information they need to make real estate decisions. In addition to property listings and neighborhood credentials, the site now has a Real Estate News section, demonstrating to consumers that the firm knows the latest on the market and thereby establishing ReMax as a trustworthy business. Walsh says the new site also has more inquiry forms and a relevant blog.

This content has helped generate traffic to the site among house shoppers looking for up-to-date industry news. Walsh told Trading Markets the firm was on page 20 of Google results before it updated its web content. Now, it is on the first page of results for certain search terms, outranking competitors with more offices and full-time marketing teams.

The company has achieved a 668.7-percent increase in online visitors since relaunching its website, proving that quality content is key to online lead generation. Walsh explained to the source, “What you have to understand that it’s not just a 600 percent increase in activity on the site; our conversion rates have gone through the roof.”

Businesses in real estate and other industries should take this as a cue that consumers want to do business with thought leaders and that offering relevant content on an ecommerce site is key to catching the interest of online searchers.

Adding researched content, like the information included in ReMax’s Real Estate News, may be critical to lead generation. A report from the Bloom Group shows that firms generating more than 30 leads per month invest twice as much of their marketing budgets into producing researched site content than do firms generating less than 10 leads per month.  

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.