How A Real Estate Blog Went From 2,000 To 18,000,000 Visits Per Month in Two Years - Movoto

11/24/2016
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THE LIGHTER SIDE OF REAL ESTATE
How A Real Estate Blog Went From 2,000 To 18,000,000 Visits Per
Month In Two Years
Movotos Content Strategy: How We Make All Those Things Go Viral
MOVOTO.COM
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Chris Kolmar & Randy Nelson

1 articles, 0 comments
How do you compete against sites that are 25 times larger with marketing budgets that exceed your 7-year-old companys
total historic revenue? You dont.
For the past two years, the content strategy at Movoto has been about nding holes in our bigger competitors strategies
and exploiting them. Much like the Oakland As ght against the Yankees and Red Sox, we can win if we focus on parts of
the market that our competitors overlook.
Heres how we went from 2,000 visits per month to over 18,000,000 visits per month, and you can too.
http://web.archive.org/web/20150207071716/http://www.movoto.com/blog/movotocom/buzzfeedforrealestate
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Table Of Contents
1. Clearly dene your goals
2. Start with the end in mind
3. How we gured out the best way to pitch people OUR way
4. Dont re-invent the wheel. Learn from the experts.
5. How to make things go viral
6. The magic of click-through rates
7. Focus on Facebook
8. Remember the small things when it comes to SEO
9. The results of all the hustle
10. The future of content
In Order To Get There, You Need To Know Where There Is

The rst step in your journey is to dene what success will look like to you. We cant emphasize enough how important this
is; this becomes the light that youre drawn to like a moth. Every decision becomes optimized to meet these specic goals.
The objectives we have at Movoto, in priority order, are:
1. Absolute count of citations (Links, mentions, TV spots, etc.)
2. Number of articles produced per week
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3. Article quality We dene quality through share rate. Plain and simple. If the internet likes it a sufcient rate, then we
are happy. Because the internet knows all.
You might be asking, Hey, Randy & Chris, where does revenue play into all of this? The answer is in a mix of the middle and
right bubble in this particular Moz Whiteboard Friday video:
1. Links are a rising tide that lift all pages
2. Brand awareness
3. Oh yeah, and ad revenue
So, how did we come up with our current content strategy? Trying a lot of different techniques and failing with one goal.
Always Start With The End In Mind

In our case that meant: Links, links, and links.
Our rst thought isnt, Oh, this will be cool or This would t perfectly on The Atlantic or This will soooo go viral. No, our
rst thought is, Is there an audience out there that will link back to us?
In order to satisfy that question, you have to answer three things:
1. Is there a large group of sites that belong to a specic niche?
2. Does that niche link out to other resources?
3. Can you create content that meets that niches standard? (Hint: The answer is always yes if you get creative enough.)
To answer number one, we use tools like Ahrefs, the (now defunct) Technorati blog list, and a ton of Google searching.
Lets say in our journeys across the internet we identify two niches:
1. Personal nance
2. Video games
With those two options on the table, we looked through a bunch of sites to see what kind of things they link out to.
Personal nance sites are normally written by a mom and pop group talking about their own experiences. They actually
dont link to other sites that much, which was surprising to us, and when they do its to resource type pages.
Video game sites link out to anything cool and they do it A LOT.
So, youre probably thinking, as a real estate site, its pretty obvious we should be writing about video games. It was our rst
choice, too.
And so the question quickly became how do you marry video games and real estate? To solve that problem, we set up a
regular brainstorming session once per day for 30 minutes. Same time every day and pencils down at exactly 30 minutes.
Our brainstorming sessions arent of the typical person in the front of the room writing down ideas on a board variety.
Thats inefcient for several reasons including the fact that I cant talk while you talk and I might be afraid to voice a bad
idea.
Instead, we brainstorm separately, but together, on the same Google doc where everyone is anonymous. This way, you can
riff off of other peoples ideas, get your ideas down as you have them, and have no fear about coming up with a bad idea
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(which doesnt exist). The result is a ton of ideas in 30 minutes, which then need to be rened.
Eventually, we realized even video game characters need a place to live and are from somewhere. And we were able to
happily marry real estate and video games.
But now to get people to read it
You Need People To See Your Stuff For Them To Share It
The ow(?) chart above is Content Marketing 101 and it works like a charm. There is no secret sauce to content promotion;
its just constant, repeated, improving hustle.
Emailing the correct people at the correct organizations with the correct pitch makes all the difference. We may develop
three or four unique angles to the same story depending on who the audience is at the other end of the tube.
I cannot underscore the importance of this step. Dont work your butt off to get here just to have your emails get instadeleted from someones email box. Spend the time to think through what is going to get the person on the other end of the
tube to want to read your content.
Even when the content speaks for itself, you still need inuencers and bloggers to do two things:
1. Open the email
2. Click through to the page
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If you fail to achieve those two objectives with your emails, then the content will never be seen by anyone.
We spend an hour or two as a team creating the pitch for the day. We use a big whiteboard and outline the main talking
points of the article. In each pitch meeting we try to get across:
1. How would you describe the article to your mom?
2. A specic call to action (Click a link or email us back)
http://www.movoto.com/blog/movotocom/buzzfeedforrealestate
3. Explain the benet,

or value add, for them to mention it
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4. Why we wrote about the topic
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Heres a pitch we used a while back:
Learn From The Experts All Wheels Are Round For A Reason
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Weve talked about having an end goal in mind, and for all but the very few thats probably not going to include reinventing
the wheel. Theres a very good reason that certain things are done the way they are, and thats because they workreliably
and at scale, the latter being especially important to our goal.
YOU HAVE TO DO YOUR HOMEWORK
The rst step to building your content strategy is studying what others are doing in the space. By space, we dont mean
your particular industry or market, but online content in general. And not just online content, but truly successful content.
This is the stuff thats getting used as conversation starters at parties, going around on ofce email threads, and, of course,
being passed around like crazy on the social media platform du jour.
In our case, we took a 10,000-foot approach and started identifying standout performers that were generating the most
buzz online. This lead us to (among others):
Listicles
Heatmaps (and maps in general)
Big, delicious full screen images
Really meaty infographics
Curated video content
Its also important to note and understand trends, which in online content ebb and ow just as in the worlds of fashion and
fast food.
Things come into and go out of style; infographics were really hot for a while, but heatmaps stole their lunch; listicles
climbed back up the charts only to be surmounted by curated, packaged video content, and so on.
A big part of identifying the hot content type of the day/week/month is, pure and simple, becoming a connoisseur of
content yourself. You simply wont be able to produce it (or understand it) if you dont consume it. Some of our favorite sites
include:
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Buzzfeed
Upworthy
Digiday
NiemanLab
ViralNova
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RELY ON DATA, NOT

WHAT SEEMS POPULAR
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That said, its extremely important to realize that just because you think something is going to knock peoples socks off, that
doesnt necessarily mean that it is going to leave said individuals sockless.
This sort of goes back to how we described our ideation/vetting process. Were big proponents of proofs, and that extends
to the question of true content success.
Sites like BuzzFeed display page views in big shiny numbers at the top of the page, but that number is irrelevant; you need
to know where they got their views:
Internally
Social
Because we cant rely on driving trafc internally like BuzzFeed can, we need to make sure content actually resonated with
people socially.
To do this, you can turn to tools that can help you look beneath the surface and determine the true popularity of a type of
content.
BuzzFeed actually provides you all the information youll need for articles on their site. If you become a registered user you
can access the dashboard for articles. Here you are looking for articles with >10x social lift. Anything less and BuzzFeeds
internal machinations drove up the views.
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For other sites, we turn to tools like BuzzSumo and Ahrefs, which allow us to study, in-depth, the performance of a piece of
contents social and link potential.
Using this process, once youve found a new type of content you think is promising, then actually looked under the hood and
found theres a viral V8 in there and not a hamster wheel, you can give it a shot. That way you dont waste time and
resources on good ideas and instead are always testing GOOD IDEAS.
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Of course, you can have our own wholly original ideas, but its a sound strategy to build your mix of content on enough sure
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bets that we can take
some risks from time to time without it resulting in a sad graph a mountain biker
would
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2016love to ride
down.
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RECOGNIZE LEADERS AND LEARN FROM THEM

Two little sites you mightve heard of have garnered the lions share of our howd they do that? poking and prodding in an
effort to reverse engineer their success in the past two years: BuzzFeed and Upworthy.
The reason for this is simple: they produce what we (and any content-driven site should) aspire to creategreat content that
really, truly goes viral. And gets links.
These two giants of the online content world are considered such because, well, theyve already gured it out. Like, really
gured it out. We werent out to try to beat them (yet!), but we realized there was a lot we could learn from them.
Thankfully, theyre pretty open about how they do what they do (sort of like a certain real estate site we could mention,
cough cough), which really helped inform our view of and approach to virality.
Virality Brand awareness on steroids

The methods described to this point have been totally focused on building links and citations. To get things really going we
needed to gure out how to make stuff go viral. We stumbled upon the answer by accident in October of 2013.
When it comes to making things go viral, few (if any) do it better than Upworthy. They also talk a lot about how they make
things go viral (or at least do their very best to make it happentheyre quick to remind people that they cant guarantee
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virality).
But as they point out, there are a lot of things you can do to help content go viral, all of which we studied, learned from, and
did our best to improve upon.
What weve found is that virality basically boils down to a equation comprised of two numbers: click-through rate and share
rate. That may seem overly simplistic, or like it doesnt factor in the actual, yknow, contentbut it does.
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Click-through Rate
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You can (and we do) think of click-through rate (CTR) optimization as making the absolute best rst impression possible
upon Facebook users. Or, alternately, its like being a carnival barker thats really friggin good at his/her job.
Either way, its all about getting people in the door to see your content. After all, if no one sees your content, they cant share
it, and virality is dead in the water.
In terms of Facebook, optimizing your click-through rate hinges on perfecting your:
Headline
Image
Meta description (subhead/deck/whatever you choose to call it)
So that theyre as incredibly clickable/shareable as possible.
CRAFTING THE PERFECT HEADLINE
When we say the perfect headline, we should be clear that 1) the style of headline thats going to work best depends on the
type of content youre creating and 2) we have yet to nd the perfect headline that yields 100 percent click-through, so if
you do, please email us.
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Weve found that for listicle format content, headlines that involve numbers work best. These are BuzzFeed-style
headlines. For example:
33 Things People From Michigan Have To Explain To Out-Of-Towners
41 Things You Probably Didnt Know About Irvine
30 Things You Need To Know About Kansas Before You Move There
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Youre probably thinking
hey, thats a lot of things and/or numbers. Youre right. Numbers work great in7these types ofHelp
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headlines, and theres a reason theyre so bigit has to do with the concept of larger numbers for listicles conveying
authority.
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Basically, the content that offers more tends to be perceived as the authoritative work.
Back to headline types though, our best results with packaged curated video content has come from curiosity gap or
Upworthy-style headlines. Some of our best examples of those include:
This Famous Artist Wants Everyone To Know Exactly How To Pronounce Boise, And How She Does It Is Absolutely
Hilarious
These Women Had No Idea What Was Waiting For Them In This Austin Mall. When You See What Happens, Youll Be
Blown Away.
It Took This Guy Over 2 Years To Create His Project. If Youre From Chicago, You Need To See The End Result.
As you can probably surmise, this type of headline is far trickier to get right than the type used for listicle format content.
Not that we havent gone through copious iterations of those.
Back to these guys, though, we spent months studying what exactly generates the curiosity gap and how to make it work
with different types of video content. Perfecting it (or getting as close as possible) was absolutely key to increasing our
average click-through rate from where it was in the 3 percent range when we started to 9 percent and higher.
Curiosity gap extends beyond the basic structure of a headline, and into careful word and phrasing choices. Theres also the
concept of the odd manthe person behind the video who, if it makes sense, should be placed into the headline and
spotlighted as what they are: a famous musician, high school student, astronaut, whatever. In our experience,
capitalizing on this almost always results in a CTR boost.
THE RIGHT IMAGE SAYS A THOUSAND WORDSAND GETS THOUSANDS OF CLICKS
The other absolutely vital piece of the CTR puzzle is image choice. How vital? Weve spent nearly a year testing and learning
what makes a image as clickable as possible on Facebookand were still at it.
After all that trial and error, weve learned that people love images of:
People (especially people eating food)
Statues of people
Women in bikinis (note: We target our Facebook ads exclusively to women)
Wizards (dont ask)
Handwritten/drawn doodles on the above types of images
If you want to see an immediate jump in CTR, use an image with people in it. Its that simple.
That last partthe doodlesis something we just started using in the past month, and in our testing the doodle image
wins out in terms of CTR almost every time.
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Also, it may seem like a little thing, but if you follow the rule of thirds in your photo choosing, that has a measurably positive
effect, too.
SUBTITLES: THE UNSUNG SUPPORTING STARS OF CTR
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Well admit that most of our CTR-focused effort of the past 12 months has been spent on headlines and images, but thats
not to say we havent made some strides in improving the third piece of the puzzle: subtitles (sometimes known as meta
descriptions).
Weve found that these, when done well, can give people viewing your Facebook ad that nal little push over the line into Ive
denitely gotta read that territory.
As with some of what well talk about regarding share rate below, we basically found that shorter is sweeter with theseand
the more clever (warning: there is certainly such a thing as too clever) you can make them, the better.
Share Rate Facebook Is Your Best Friend

Similar to the case with headlines, there are basically two different approaches weve taken to optimizing share rate with our
content. Which one we use depends on the type of content were creating.
We started out (and still focus primarily) on original contentlisticles and the like. For these, weve found a couple of
extremely powerful tenants all such pieces must follow in order to maximize share rate. Theyre pretty simple, really:
1. Tell a story
2. Focus on the self
That rst one should be pretty self explanatory. Whenever possible, a viral post should be structured to tell a story. Yes, even
when its 10 stereotypes about the people from a certain city that are totally accurate.
See what we said there? The people. As it turns out, people gravitate to viral content thats written about them. For example,
readers dont care about or connect with the statement that a restaurant is good as they do with the assertion that people
love a restaurant because of X, Y, and Z.
Because of this, you should try to make the content about the people whenever possible. Its a very different approach to
framing for most writers, but the payoff in terms of share rate (and, ultimately, virality) is worth the hard work.
The second approach alluded to above is what we use when were packaging curated video content. In these cases, weve
found that share rate is best served when we let the videos themselves do most of the talking.
Weve tried various approaches to share rate optimization in these types of posts over the past year, but the most benecial
have been as follows:
1. Keeping it brief (less than 50 words, sometimes only a few depending on context)
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2. Having an opinion
3. Making it about the people (works here too)
This again came from studying the leaders in this type of content and what has worked best for them, then combining it
with our own ndings on what clicks with readers.
The result is share rates of 20http://www.movoto.com/blog/movotocom/buzzfeedforrealestate
percent or greater on averageand were sure theresGoplenty more toJAN
learn.
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Tie It All Together By Paying Attention To The Details

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Dont worry, we saved the most boring part for last: SEO.
SEO is great because it is the one part of the entire content marketing funnel that does not rely on any outside players. At
the end of the day, you are solely responsible for it, which means that you can always get it right.
SEO in my book comes down to two important concepts:
On page
Site structure
ON PAGE
I play a little loose with term on page, but to me it includes the following:
Keyword research
URL slugs
Titles
H1s
H2s
Image alts
Mobile responsiveness
We try to make every article we write actually have a keyword as its backbone. Some are obvious, but others take a little
nagling. For example, the keywords for this article are in the URL, but you cant maintain virality by writing a headline for
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robots.
Which brings me to URL slugs. These are the easiest to optimize for SEO, which we have done traditionally, since the
straightforwardness of the keyword plays with the article. However, we are going to start testing a new URL format with
social optimization in mind.
(As a semi random aside, we cannot recommend DigiDay and NiemanLab enough for staying on the front of publishing
trends. Content marketing, after all, is just journalism without standards

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We put readers at the forefront with titles, as you could tell by the virality section. We try to incorporate a keyword
somewhere
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in the title; towards the front being better.
Its important to just have H1s. We actually have the H1 match the title of the page to reinforce to readers that they have
arrived at the destination they thought they were going. Wait what? Theres theory in landing page optimization that the
major headline on the page should match the link that got you there. This practice ensures the headline matches the link
and no one is confused about where they landed.
H2s have a dual purpose. They break up the ow of the article to make it internet readable. H2s also allow you to re-enforce
the keywords the page is going after. For example, an article about the best places to live should have those places as H2s.
Image alt tags dont mean anything to users at all. They are just an easy way to reinforce what the page is about. We add
something like 300 images to the site each day, so we standardize the alt tags to the page title. Ideally, they would describe
the image, but we havent implemented a process at our scale for that.
Lastly, mobile responsiveness makes sure that the people actually reading your content can read it. In our case, over 75
percent of readers are now on mobile phones or tablets.
SITE STRUCTURE
Site structure allows you to leverage everything you do in content marketing to improve the rest of your site. Specically, it
allows you to take the authority generated by the content and ow it to your most important pages. The most basic ways to
do this are:
1. Make sure your content lives in a subfolder and not a subdomain
2. Link to your most important pages from the body of every article
3. Create relevant, prominent category pages that serve as hubs for your best content
#1 If you are starting a blog, for the love of everything trafc, please start it at www.movoto.com/blog/ instead of
blog.movoto.com. The incremental boost to your domain authority is a major reason for starting content marketing in the
rst place. Dont dilute those gains by putting all of the content off your root domain.
#2 Its through linking that you actually direct the authority a page generates into the rest of your site. All of our articles
revolve around something tangentially related to real estate. That allows us to link to cities and key pages on the site, even if
the gist of the article is about something unrelated.
It also allows visitors to get the meat of your site/product if they are interested in using it.
#3 This points revolves around making sure you get all of your content indexed by Google and throwing even more
authority at important categories of posts. We achieve that goal by having the most important categories prominently
placed in the header of the site. Every page on the site then links to the category, making sure Google knows it is important.
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The Results For Pure Hustle Our Scale, Trafc, and Engagement
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Content marketing is a grind and theres no substitute for hustle. After almost three years of content marketing weve
accomplished the following:
3,198 articles written
Over 120,000,000 visits
Over 18,000,000 Facebook engagements (Likes + Shares + Comments)
41,000 emails sent with a 55% open rate
Over 30,000 links
So an average articles gets:
37,500 visits
5,600 Facebook engagements
~13 promotion emails
~10 links
But it wasnt always like this. Its a grind that improves over time as you study from others and learn the tips and tricks.
Content marketing as a whole is not a one-off investment, but a routine that needs to be repeated day in and day out. By
continuously putting in time and effort, it will pay off in the long run.
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Its not rocket science; its just hard work.
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The Future Of Content At Movoto
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Content marketing continues to evolve and we are going to try and continue on the wave. Some of the things that worked
two years ago dont anymore. And there are certain techniques that get better with age.
In my opinion, the future of content marketing is in video and other methods for more involved storytelling. And it looks
delicious.
This post was co-authored by Chris Kolmar & Randy Nelson.
Like Movoto on Facebook:
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posted on: December 10, 2014

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14 comments
14Comments
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LaurentMorvillier
Greatarticlesguys.Couldyougivesomeexamplesofyourpublishers?
LikeReplyDec11,20141:42pm
MichaelShearerMarketingOperationsDirectoratSelectHub
Thiswasanabsolutelyperfectexampleofagrowthhackingstudyandreporting
valuablefindings.Thanks!
VasilisPasparasManagingDirectoratTalknmoreCommunicationsLimited
perfectexampleofgrowthhackingandcontentmarketing.thumbsupguysand
thanksforsharing .
LikeReplyDec13,20142:15am
RayfilWongHongKong
sogenerous+helpfulforyourtoshare.I'mabigfanespeciallyatraditionalreal
estatecompanydoingthis.myquestionsisthatdoesthisworkaswellforthe
growthoofourownyoutubechannel.Jumptoyoutube.com/professorssavings
sowouldIbepostedmyfinancevideos?oruseothers.
Womplify
Reallyfantasticpostsharingitrightaway!
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8 COMMENTS
Francisco Javier Sanz
Hi Randy!
December 12, 2014
Excellent post!
Reply
I get the point to publish very popular/viral stuff, that people want to share and all that. But I think you go way out of your target audience, when
you publish things like a famous wants everyone to know how to pronounce a city or a city food taste. Yourre mention a city, going local, but I
dont know its like to focus on a too wider audience, too much trash visitors, your ideal client is not going to feel identied with your content.
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Ok, you earn a lot of inbound links and social links, but youre not focusing on our ideal client or audience. Youre not whispering to your ideal
clients ear, youre screaming to everybody. Make sense?
I would love to hear more about this!
Awesome post, though!!!!
Cheers,
Fran.
John
@Francisco
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One thing, it explains on the post: Brand Awareness. The other thing, that doesnt get mentioned is creating a strong and valuable SEO real estate
(pun intended). Now they can rank for their laser targeted content like a breeze.
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Nate
Great insight and a really nice breakdown of your mindset and process. Really appreciate it.
December 13, 2014
@Fran: Im not sure I would call it screaming at everyone. Their goal is not necessarily to convert all of the people reading about the price of
Hyrule castle into Movoto users. Their stated goals are:
Reply
1. Links are a rising tide that lift all pages

2. Brand awareness
3. Oh yeah, and ad revenue
When an article goes viral amongst an audience that tends to link a lot (e.g. the personal nance vs. video games example mentioned in the
article), it generates lots of backlinks, which boosts domain authority, which makes it much easier for searchers to nd their high commercial
intent pages. Getting 120M visitors to read your articles also contributes to brand awareness, and of course they can monetize their viral content
with ads to support their content marketing efforts.
They couldnt compete against larger competitors via more traditional channels because they dont have the same budget and would lose, so they
found another angle the big players in their market werent exploiting. Very mpressive work imho.
December 14, 2014
Kristof Van den Branden
Wow guys, this is one of the most interesting and helpful blog posts I have read the last 2 years (and I read a lot!). Congratulations with the
results.
Reply
Mark V
Great article!
Reply
December 15, 2014
Two questions.
1. How did this effort tie into revenues/prots?
2. What can you share about the costs of doing this?
Thanks
Chris Kolmar in response to Mark V

1. Revenue was mentioned in section 1. Domain Authority, Brand Awareness, and Ad Revenue.
December 15, 2014
2. Unfortunately, cant give specics. But scaling quality content isnt something you can do verr.
Reply
Peter
@Chris. Fascinating article!
January 23, 2015
We are doing something similar on a much smaller scale, but I was hoping you could help with a question.
Reply
When we change Facebooks open graph title on an article the title doesnt get updated when you try to share the article. Do you know how to force
Facebook to use the new title instead of the previously cached one? Facebooks debugging tool says weve already had too many shares to change
it.
With testing titles using Facebook ads we were able to identify which ones get more shares. Do you do this sort of ad testing for your articles?
Christine Clara
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You have mentioned the great way to improve the whole process. A process to get a target.
February 4, 2015
I have a question in my mind What is the cost in terms of investment (both time & money)?
Reply
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22/22

How A Real Estate Blog Went From 2,000 To 18,000,000 Visits Per Month in Two Years - Movoto

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How A Real Estate Blog Went From 2,000 To 18,000,000 Visits Per Month in Two Years - Movoto

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Formats disponibles

11/24/2016

THE LIGHTER SIDE OF REAL ESTATE

Chris Kolmar & Randy Nelson

In Order To Get There, You Need To Know Where There Is

Always Start With The End In Mind

You Need People To See Your Stuff For Them To Share It

3. Explain the benet,

4. Why we wrote about the topic

2014 2015 2016

Heres a pitch we used a while back:

2014 2015 2016

RELY ON DATA, NOT

2014 2015 2016

RECOGNIZE LEADERS AND LEARN FROM THEM

Virality Brand awareness on steroids

2014 2015 2016

2014 2015 2016

2014 2015 2016

Share Rate Facebook Is Your Best Friend

2014 2015 2016

Tie It All Together By Paying Attention To The Details

trends. Content marketing, after all, is just journalism without standards

2014 2015 2016

in the title; towards the front being better.

2014 2015 2016

Its not rocket science; its just hard work.

2014 2015 2016

The Future Of Content At Movoto

2014 2015 2016

Like Movoto on Facebook:

posted on: December 10, 2014

State of the Real Estate

2014 2015 2016

December 12, 2014

December 13, 2014

1. Links are a rising tide that lift all pages

December 15, 2014

Chris Kolmar in response to Mark V

December 15, 2014

January 23, 2015

2014 2015 2016

Best Places To Live

Best Neighborhoods Novelty Real Estate

( REAL ESTATE METRO LINKS

Los Angeles Homes for Sale

Florida Homes for Sale

Miami Homes for Sale

Pennsylvania Homes for Sale San Francisco Homes for Sale

First Time Buyers

Texas Homes for Sale

Washington D.C. Homes for Sale

2014 2015 2016

2014 2015 2016

2014 2015 2016

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