Why Real Estate Agents Should Blog And How To Do It Right

To blog or not to blog, that is the question. As a real estate agent, you have so many options at your fingertips to promote your services, why invest your time in a real estate blog?

Here’s why: because it works, and it’s helpful. The benefits you reap from blogging will make the time investment worth it.

Blogging should be part of your overall marketing plan. It’s an inexpensive but impactful way to gain exposure and brand recognition for your business.

Here are the top five reasons why you should produce a real estate blog.

Drive Traffic to Your Website

Your blog is part of your search engine optimization (SEO) marketing strategy. Real estate SEO uses keywords to drive traffic to your website. Well-crafted blogs that provide helpful content to your audience will attract home buyers and sellers to your services.

According to Wix, a web development company, businesses that blog get 55% more traffic to their sites than those that do not blog. Great blog content provides your audience with useful information that will rank in keyword searches.

To write blogs that attract traffic to your site, be sure to appeal to your audience. Who are you trying to reach? What information are they searching for? It’s also important to publish blogs frequently. One blog topic might draw a buyer or seller in, but other blog topics that appeal to them will keep them coming back. Publishing blogs regularly keeps your content fresh.

Reach Buyers in Your Target Location

Your blog exists to reach buyers in the area that you service. When developing your real estate SEO strategy, it’s important to create content that interests your local market. This is the audience that will support and drive your business.

As you develop ideas for blog topics, keep it local. Provide your audience with helpful and specific information geared toward the locations that you cover.

If you write a blog about, “Five home trends in the (your city) area you need to know,” your blog will reach more people in your city. You will reach buyers in your target location, build a local audience, and build credibility as a realtor.

Become an Authority in Your Niche

Blogging provides an excellent opportunity to share your expertise as a real estate agent. The topics that you write about can position you as an authority in your area.

Through your blogs you are sharing valuable information with readers, showing that you are a credible source on these topics. What you choose to write about can and should highlight your expertise, authority, and any areas in which you specialize.

Share content on local trends, statistics on home buying and selling, market research, helpful infographics, and more. Over time, you will build a relationship with your audience as an expert in your field.

Reach Prospective Buyers Across the Sales Funnel

The traditional sales funnel (awareness * interest * decision * action) gets a little jumbled up in digital content marketing. It’s still valid, but it’s important to keep in mind that your blog can and should reach someone at any stage of that funnel.

Buying a home might only be a dream for one person who is searching “best neighborhoods near me.” At this stage, you want the person to become aware of your services for when they are ready to take their dream to the next step.

Yet another person might be in the decision stage looking for a “single family home in (your city) under $300,000.” If you’re writing blogs that match that specific search, you can connect with that potential buyer as well.

Create blog content that does everything from introducing yourself and your services to sharing local market information and industry trends. This will help you reach a broader range of prospective buyers and sellers.

Create Long-term Value

In digital marketing, SEO is your long game. When you are creating valuable content that establishes your expertise for a specific audience, you are developing marketing authority that will last.

The information you provide will be helpful in the long term, allowing you to drive traffic, establish leads, and improve your site’s ranking on search engines.

The ROI of your blog isn’t instantaneous, it’s something that builds over time. High quality, evergreen, sharable content will continue pulling new users and leads to your site.

Developing Content Ideas

It’s not always easy to keep the creative juices flowing when it comes to blogging, but here are some jumping off points to get you going in the right direction when you’re stalled out.

Answer Questions

An easy and simple way to find out what your clients want to know is simply to ask them. Think about the loads of questions you receive from each of your clients. Note them down as you receive them and answer them, then each question can become its own blog post. Chances are that many people might have the same questions and will go to the search engines for an answer.

Leverage Neighborhoods

Keep an eye on what’s happening in your hyperlocal area and write blogs related to exciting news in that hyperlocal area. Not only could you become a real estate info resource, but you will also be known for providing helpful articles that serve the community.

An example of a neighborhood specific article might be “Five New Bars in (Your City) to Check out this Weekend.”

Alternatively you could focus on standout members of the community who deserve a bit of recognition, for example, “(Name of local school/teacher) class planted over 100 trees with her class in the last year.”

Keep an Eye on the Market

Most clients are not nearly as informed about the ups and downs of the real estate market or why these changes occur. The media has a knack for stirring up panic, especially when covering real estate. Information from someone on the front lines can feel more trustworthy and thorough than the confusing words of an economic specialist. Remember, people want to understand the market, especially if it is not leaning in their favor. If you have the ability to stay ahead of the average person, you can offer a unique angle that only real estate agents can provide.

Review Google Search Results

At the bottom of every Google search results page, you’ll see a box of suggestions labeled “people also ask.” This is where you’ll find the phrasing that your clients might be using. By developing content on topics that people are already searching for, you are more likely to come across warm leads.

Case Studies

Case studies are a great way to provide social proof while building content. This is especially true for new agents who may not have a ton of sales under their belt. People interested in real estate will see your case study as an opportunity to learn more about the industry and judge the quality of your service and expertise.

Address Common Challenges

You know very well what people go through when they are selling or buying a house. You know what problems they encounter, since you obviously helped a lot of them in the past. Start from there. Use your blog to provide solutions to buyer’s and seller’s most common problems when it comes to real estate.

Cover topics that solve challenges like:

  • Veteran home buying problems
  • First-time home-buying assistance
  • How to sell a home fast
  • Top staging mistakes

Visit Real Estate Forums

Forums, where home buyers and sellers ask questions to experts, are other great places to find topics to write about. If you see a great answer to a question that you’ve encountered from your clients, then provide a more thorough answer in your blog.

Realize There Will Be Some Overlap

The first thing to realize is that you’ll have some overlap among your blogs. Sometimes people are looking for slightly different things. But, to be thorough, you might say things you’ve already said in other posts. That’s okay, as long as it’s in the spirit of helping people. 

However, the content should never be copied and pasted. That will not only feel spammy to people who are reading more than one blog. It will also hurt your visibility in search engines. Originality and quality are important in blogging.

Blogging Content Don’ts

Do Not Constantly Write About Yourself

Your readers may be curious to know about your journey and background, but the bulk of that can be put in your “About” page. Your blog is where visitors go to look for content that is specific, timely, and related to the specificities of their own questions and needs.

Leave credentials and mind blowing sales numbers to your other landing pages or social media profile.

Do Not Exclusively Focus on Listings

Yes, the majority of your marketing efforts do revolve around your listings being highly visible on the web. However, in the unique case of a blog, your web visitors are looking for specific information that will help them make the right choices as they sort through your listings.

There are three main reasons not to blog your listings:

  • Listings have a temporary “shelf life” and after that they are no longer of value.
  • Anyone who is not actively searching for a home of that exact type is probably not going to view your post.
  • If you only post listings on your social media, you are training your audience to regularly ignore your posts.

Preparing SEO Content

The power of SEO is often underestimated by non-marketing professionals, but its value is incomparable. Think about this: If your real estate website is located on the second page of Google search engine results (or lower) you are going to have an uphill fight for visibility. On the other hand, results that appear on the first page result have a 40% chance of being clicked.

While there are many professional real estate marketing experts that could push your page further up the rankings, some basic tips will get you pretty far.

Answer Specific Questions

Google’s job is to find the best answers to your questions. Keep this in mind as you’re writing and looking for topics with your ideal client persona. A great SEO technique is to work these questions into your titles or heading in order to get a higher ranking and possibly have your article put in the Google Answer box.

Emphasize Strategic Keywords (short- and long-tail)

When search engines are looking for the best real estate blogs for a specific question, they scan the page for related words that indicate the right information can be found on that specific page.

In blogging, long-tail keywords are king. These are keywords that are strung together in a short phrase or question. For example, “buy a property in Beaufort County, South Carolina” is more likely to return precise results than “buy a house.”

Ideally, keywords should be used as often as possible throughout your articles, as long as they fit naturally. However, SERPs (search engine result pages) may flag your article as spam if your keywords are overused.

As search engines get increasingly more precise and strict, the consequences of keyword stuffing becomes more serious. There’s a chance that your article won’t be indexed at all, meaning it will never appear in any of your target audience’s searches, nor can it be edited and restored. To be safe, your keyword should make up approximately 1-2% of your written blog content.

Blog Writing Tips

Believe it or not, writing is actually the easiest part of the blogging process. Once your topic and research are prepared, creating content is much easier.

Write Clearly and Concisely

The first and most important rule for a real estate content writer to remember is that most of your readers are not real estate professionals.

Your blog content should be structured and written clearly enough that even readers with no knowledge of the real estate industry can walk away feeling as if they learned something. In short, this means no real estate industry lingo or acronyms and clear spacing between text and separate ideas. When you’re feeling fancy, remember that content that is difficult to digest only pushes visitors off your page and onto the next.

Hook Them with Your Headline

Sometimes all it takes is a great hook. Your headline should tell readers what to expect and spark their curiosity so that they feel intrigued enough to click.

Consider the difference between “How to find a Beach House” compared to “Three Tips to Finding the Perfect Beach House.” One is unexciting and broad while the second is specific and concise.

Insert High Quality Images

More than ever people are hooked on visually heavy content. In order to keep visitors on your page, use visual elements and spread them evenly throughout the article. Visual elements include images, videos, infographics, memes, etc.

Ideally, your real estate blog will feature a wide range of visual elements to keep your blog viewers excited about your content.

Tone

Unlike formal client content, such as neighborhood guides or market reports, blogs are meant to be more relaxed. Keep a casual, conversational tone, as if you’re speaking with your reader one-on-one. Blogs are read for information and enjoyment, so it could push readers away if they felt they were reading an essay or being lectured.

Ace Your Call to Action (CTA)

Let’s be honest. At the end of the day, most real estate agents want improved lead generation. As valuable as it is to provide content that your readers love, the intention is that they become home buyers or sellers at some point.

Your CTA at the end of your blog is your final opportunity to get clients to take action toward working with you. Whether you’d like readers to fill out a contact form, further explore your website, follow you on socials, it’s up to you. The goal is to make sure that their journey with your business doesn’t end when they close the webpage.

So, Start that Real Estate Blog!

Blogging for real estate is definitely worth your time. It draws traffic to your site, creates leads, establishes you as an authority in the field, and provides your business with long term value.

Take all of your knowledge and expertise, and share it with potential clients. Develop topics and a blog strategy that addresses the needs of your audience and keeps them coming back.

Good luck, and happy real estate blogging!

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