From Miami and Mallorca to Munich – with 800 locations in more than 30 countries and a global network that spans four continents, Engel & Völkers helps its customers find first-class residential and commercial properties. The company has lived and breathed real estate, construction, rental and sales for several decades now. And since 2019, it has shared this passion with Swiss readers through the company blog, with Supertext on board to provide the necessary linguistic expertise.
More content means more acquisitions
Engel & Völkers wants its audience to have access to accurate information, independent of time and location. Online channels are also a perfect means of acquiring new license partners: the brand can be found via search engines, and landing pages and new content can be promoted at any time via social media and newsletters. The aim is to achieve a greater reach and generate new leads, and the key to this is text quality and quantity – in multiple languages.
Supertext’s role is to provide large quantities of text with short turnaround times. Since January 2019, the language services provider has been writing German blog posts for Engel & Völkers every other week and subsequently translating them – after they’ve been approved – into English and French, usually within 24 hours.
Expert blog posts that customers and Google love
The posts range from advice and informative articles, such as the Guide to renting for residential landlords, to posts about Engel & Völkers events, through to interviews with industry experts. Selected industry keywords are included in the texts to make them search engine-optimized and to increase visibility.
But it’s about more than just Google rankings for Engel & Völkers, and this was evident in the company’s careful selection of copywriters and translators before the project commenced. The target group and tone of the posts were also identified: informative, stimulating content for real estate consultants, potential license partners and property owners. The client’s glossary and a pool of headlines enable linguistic accuracy, while topic-specific checklists ensure the posts’ content ticks all the boxes.
“Great texts mean better figures”
The content strategy for 2021 is already in place, along with an agreement on the number of hours and blog posts that Supertext will be providing – which helps ease the administrative burden. Engel & Völkers is impressed with the concept:
‘We are definitely seeing a higher return visit rate since starting our blog posts – we were able to double our website traffic by the end of 2019. Not only have we got the quantity right, but the texts themselves are also great. This is evidenced by the fact that we are receiving an increasing number of inquiries from license partners. We’re looking forward to seeing what comes next!”
Peter Frigo, Consultant and Member of the Management Board at Engel & Völkers Switzerland
Cover image via Engel & Völkers