Courtnie Erickson, Real Estate Content Specialist,

Did you know that 43% of all online readers just skim blog posts? Even more depressing is that most readers only read approximately 20% to 28% of your words. While this could be for many reasons such as they are looking for specific information, the content just isn’t engaging, or they don’t have much time, your job is to create real estate blog posts and other forms of content that are valuable, informative, and simple to read.

Jeff Stern, a real estate agent at RE/MAX Performance Realty in Winnipeg, Manitoba says that you can use your content to better connect with people by tailoring it to a specific audience.

“My website and social media streams are more education-oriented and my newsletters go to past clients. Therefore, they have real estate specific content pertinent to them,” he said.  “Each offer a tailored call-to-action based on the audience it reaches.”

1. Use Subheads


You want to make your content simple for your readers to skim and understand. Keep in mind that you only have 15 seconds to capture their attention and give them a reason to stay and continue reading your content. By using subheads, you separate the content and make it easy for them to find the information that they are interested in. it also allows for cleaner, less chaotic pages, making readers feel like they won’t waste all day reading the article.


2. Keep Paragraphs Short


Nobody wants long, complex paragraphs. In fact, it is recommended that paragraphs are only four to five sentences long. This makes it easier for the content to be scanned and for readers to pick out pertinent information. Again, if the real estate blog post is long, it appears too time-consuming and hard to read, which will quickly deter readers.


If you struggle writing short paragraphs, focus on only one idea in every paragraph. As you move on to the next idea, begin a new paragraph. It is okay if your paragraph is only one or two sentences long. This it is much better than 10 or 15.


3. Avoid All the Real Estate Jargon


Just because you use a lot of real estate jargon, it doesn’t make you appear as an expert in the industry. In fact, it is one of the fastest ways to lose your readers. You want to write to your audience and their understanding. If you are writing to other real estate agents, then yes, using real estate jargon is ideal.


However, if you are writing to first-time buyers or sellers, they won’t know what many of those words mean and the content will provide very little value. It is less likely to be shared on social media and you will receive very few leads from it.


No matter what you are writing — a blog post, newsletter, social media post, email, etc., — keep your audience in mind.


4. Don’t be Afraid to Use Lists


When you aim to create content that is readable and user-friendly, including lists is a must. This allows your reader to soak in a large chunk of information in a matter of seconds and it is easy to scan. If you don’t want to use lists often, bolding words and ideas can draw the attention of your readers.

5. Take a Readability Test


There are various readability tests and formulas that will help you grade your blog content and determine how easy it is to read.  The Flesch Reading Ease is one of the most popular readability formulas and it is used for all types of industries and texts. Gunning Fog, which is also common, is used for business texts such as business magazines or journals.


To help you determine the readability scores for your own content. A few online readability tools that are free include:


Hemmingway Editor

Juicy Studio

Readability Analyzer

Readability Calculator

Story Toolz


If you feel overwhelmed when writing your real estate blog posts, don’t worry. The experts at Writtn for Real Estate Pros are here to help. We can focus on your real estate blog while you focus on what you do best — buying and selling homes.