Courtnie Erickson, Real Estate Content Specialist, Getwrittn.com

Your real estate blog is instrumental in helping you generate quality leads, boost your online presence, improve your SEO, and help you appear knowledgeable in the industry. However, creating a successful real estate blog that does all this, plus a little more, is not going to happen by stringing together a bunch of sentences. It is going to take a lot of preparation, research, planning, and time. But don’t sweat it. We understand that you excel at selling homes, not copywriting. The following is a guide to help you start and find success on your company blog, rather than view it as a waste of time or as another item on your long to-do list.

Who Are You Trying to Reach?

Identifying your audience should be the very first thing you do when creating a successful real estate blog. Currently, there are more than 7.4 billion people on earth and more than 3 billion people have access to the internet. This means your reach is gigantic, yet you also must be smart to find your target audience. To do this, you must determine who your audience is. Are you looking for individuals in a specific location? Are you looking for first-time homebuyers? Are you looking for buyers and sellers in general?

You must identify exactly who it is that you wish to reach and help through your content writing.

Connecting to the Audience

Once you have identified who your audience is, you must think about the content you wish to write. Your content needs to connect with that audience and provide some value to them. For example, if your target audience is home buyers and sellers in Florida, write about local events, issues, the housing market, etc., in that area. You must write each post with home buyers and sellers in this particularly region in mind. This is not only going to help you create more relevant content, but it can boost up your local SEO as well.

Not only do the topics matter when connecting with your audience, but also your tone and how you write. In the real estate industry, you should focus on a more conversational and personable tone, rather than create an academic and scientific paper. If you desire, you can test your content’s readability using online tests. Most readability scores are ranked on a scale from 1-100, with 100 being very easy to read. Ideally, for real estate blogs, the higher the score, the better. A few excellent resources to test your content include:

Here is a great example of a real estate blog post that identifies the audience and has a conversational tone.

What is a Content Strategy and Why Does it Matter When Creating a Successful Real Estate Blog?

Content strategy is essentially the planning, creating, and the delivery of your posts. It includes every aspect of your content, from establishing potential topics to choosing the right images for the article.

According to Usability.gov, “… ensuring that you have USEFUL and USEABLE content, that is well structured, and easily found is vital to improving the user experience of a website.”

The Planning of Your Real Estate Blog

The preparation and planning of your content is just as important as the final delivery. This is the time when you can sit down and establish the goals of your company blog. What are you trying to achieve? What outcomes do you hope to result from your content? By setting your goals, you can determine the type of content needed to reach them.

Here is a great resource to help you determine the goals of your content strategy and ways to get there.

The Creation Process

It can be overwhelming to create a blog post, particularly if you have little writing experience. However, by keeping a few things in mind, the entire creation process can run smoothly and it is easier for you to create each post. Throughout the entire creation process, keep your audience in mind and ensure each piece of content is engaging and valuable.

Check out this resource to learn more about a real estate content strategy and how to create one that actually works.

Why Quality Matters More than Quantity

Go back to your content strategy. Ask yourself why you are creating blog posts. Your reasoning may include:

  • To improve your online presence
  • To ramp up your website’s SEO
  • To generate leads
  • To appear as an authority on the subject
  • To reach a new audience

Kim Howard, a real estate agent at Howard Homes Chicago, says unique content is so vital for real estate agents because content is king.

“Our market has evolved to be a consumer-driven world of our clients searching for information and finding it everywhere! So, if you’re not providing value, they can simply click somewhere else and get the information they are looking for. Most likely, then developing a relationship with that broker and not you.”

Regardless of why you choose to keep a company blog, you are only going to accomplish your goals by creating quality content, rather than publishing hundreds of blog posts. This is because you only have 15 seconds to impress your readers — their attention is very limited. When you can’t capture their attention within that short period of time, you have lost a lead. You must create content that provides some value to the reader and is captivating. It’s essential. You must create engaging content.

In addition, you must also publish quality content designed for the search engines. While each professional will have his or her own definition of what quality content is, Google wants content that is honest and fulfills its purpose. It must distribute information that is relevant and meets the demands of the reader. How do you know if your content is relevant?

  • You have high organic traffic. This means readers are finding your page and spending time on it. It is making an impression on them.
  • It does well on social media.
  • It is user-friendly.
  • It is original content. This means that the content is not published elsewhere and is not duplicate content.

While relevant content is certainly not easy, it is worth it. “We need to get better at it. … We find when we do provide relevant market info to our clients, that goes a lot farther than a “fluff” post,” Howard said.

Benefits of Publishing Often

Determining how often you post is vital. While you may think publishing a new blog post is not an important task on your to-do list, you’d be wrong. This simple thing can improve your search engine rankings, increase your following, and even improve your online reputation and brand. Let’s discuss several benefits of posting blog posts on a frequent schedule.

Improve Your Search Engine Rankings

If you want to generate online leads, it is essential you are found online. Frequently providing fresh and unique content is one simple way to achieve this.  When you publish this content, bots crawl through your website and analyze it. They use a specific algorithm to index your site. If you optimize this new content using keywords, links, and fresh content, it can benefit your SEO, improve your algorithm score, and move you up in the search engine rankings.

To Gain A Following

If you are producing quality content on a regular basis, your readers will want to come back for more. They will look to you as an authority and come to you for information regarding specific real estate topics. However, this also means that you must develop a regular publishing schedule. If you publish simply when you have time, this will not benefit your readers. Many individuals like routine and they want to know when they can check back and read new content. It shouldn’t be a guessing game.

Provide Relevant Information for Your Readers

Posting regularly also ensures that your blog contains information that is current and relevant for your readers. Charlie Kiers, a real estate agent in Vancouver, British Columbia said in an interview with GetWrittn that a well-maintained blog is vital.

“It’s important to target my audience with relevant and up-to-date information as a professional who is involved in real estate. I want my clients to be aware of current changes in the market that can affect their selling and buying process. “

What is the Right Publishing Schedule When Creating a Successful Real Estate Blog?

There is no definite answer for how often you should publish your blog posts. Ideally, you want to publish at least once or twice a week. Publishing less means you miss out on many benefits, while publishing more requires a lot of time and commitment — which you simply don’t have as a real estate agent. As you develop the right publishing schedule, keep the following in mind:

  • You need to develop a schedule that works for you and stick to it.
  • If you are publishing too much and the quality of your posts are hurting, ease back a little.
  • Think about your content goals. What are you trying to accomplish? Remember these goals as you develop your publishing schedule.
  • Don’t stress too much about it. If you simply don’t have time or hate blogging, outsource the work. Experts can create and even publish the work for you. You don’t have to worry about a thing.

Do you need more reasons for blogging? This article provides four additional benefits to a well-maintained blog and this article is an awesome resource for establishing a blogging schedule.

How Do I Optimize My Blog for SEO?

If you want your blog to be a success, you must implement strong SEO practices throughout it. Howard explained it perfectly when she said, “I think the majority of brokers think of themselves as salespeople. In reality, we are small business owners and we need to be out of the umbrella or managing broker to create our own brands and recognition. This includes being visible online and understanding that value in maximizing exposure!”

However, if you have never been trained or have not taken the time to learn SEO, it can seem daunting. These strategies can require a lot of involvement and when done correctly, you can reap big rewards on your website.

Here is a great article that explains the importance of SEO as a real estate agent and why you can’t forget it during your blog creation.

The Basics of SEO

Did you know that Google receives more than 40,000 search inquiries every single second? This means that when done correctly, the opportunity to gain a following is there. Let’s take a look at a few SEO basics that you should implement throughout your entire site.

Usability

Your site’s usability is critical to your SEO score. This not only means your website’s content, but also its navigation and design. You need to develop a site that is efficient and simple both on a computer and on a mobile device. In the United States, more Google searches take place on a mobile device than on a computer. Additionally, 65% of smartphone users say that when using their phone to conduct a search, they look for quality and relevant content, not necessarily the company providing the information.  This means to compete in your industry, you need content that is easy to access, relevant, and informational.

A few tips for improving usability includes:

  • Focus on your page speed and continually work to improve it.
  • Make your site responsive for a variety of devices.
  • Keep navigation layouts simple.
  • Make content skim-friendly (subheads, short paragraphs, etc.)
  • Focus on consistency in design throughout all posts.

Quality Content

We’ve already discussed the importance of quality content when it comes to your blog posts. Not only does your quality content attract your target audience, it keeps readers on your page for longer periods of time, which affects your SEO score. A few things to think about when creating quality content:

  • 72% of marketers say creating relevant and quality content is the most effective SEO tactic
  • Updating old blog posts with new and original content can increase your organic traffic by 111%.
  • The average first-page search result on Google has an average of 1,890 words. This means that longer content — think 2,000 words or more — and lots of images are vital.
  • 50% of all search inquiries are longer than four words.
  • You want your article to appear as a source for others. Essentially, you want to create content that people want to link to.

You want to provide quality and value to the reader to keep them on your page as long as possible. You also want to adhere to all of Google’s guidelines for quality content. Here are some of Google’s specific guidelines and principles for creating quality content.

Keywords

Using the right keywords throughout your content is how individuals looking for your services will find you. You must research and find the right keywords that have high search volume and little competition. You also want to ensure you don’t stuff too many keywords into your content and they are placed correctly throughout the article to receive the best results. We could write dozens of articles discussing the importance of keywords, the different type of keywords, and strategies to implement them into your SEO.

If you are looking for some great resources about keywords, check out these articles:

SEO: A Comprehensive Guide for Beginners

How to Do Keyword Research for SEO: A Beginner’s Guide

What is a Keyword?

 

Links

External links are essential to your SEO but can be difficult to obtain. External links are hyperlinks that direct the reader to a new domain. Ideally, you want other domains to link to your own website because it tells the algorithm that your site is popular, relevant, and valuable to the reader. However, you can’t simply have a high number of links. There are several factors that can affect your links and your SEO score. These include:

  • The anchor text used
  • The number of links on the page
  • The trustworthiness of the domain
  • If the link is relevant to the article

Image Optimization

In addition to capturing the attention of your audience, your images can actually improve your SEO. You can do this by spending just a few extra minutes optimizing each image you post. When you upload the image, use keywords in your alt description, title, caption, etc. In addition, you want to remember to keep your image size low. The larger the images, the longer your speeds times.

If you need a little help, here is an extensive guide to help you master image optimization.

Remember that Google’s algorithm is constantly changing and that means what works today to help you gain traffic may not work tomorrow. You must be flexible as you write your real estate blog. Hire experts who can write your search-engine optimized posts or take the time to learn about the process yourself.

Influencers Can Make a Difference

Now that you have mastered the basics of the planning and creation process, you need to discover ways to make your blog posts stand out. You need to implement ways to create content that offers value and also receives a lot of engagement on social media. To do this, include quotes from influencers in the industry. Not only does this information provide valuable information for your readers, but it increases your exposure.

After you have published an article with quotes from the influencer, send the article to the individual. They are likely to share the article on their own social media channels, which means that hundreds and even thousands of their followers may see the article, improving your traffic. Their followers may also begin following you, improving your success and leads.

Additionally, these influencer quotes and engagement can improve your credibility. The influencer’s followers will view you as a trustworthy source.

How to Improve Audience Engagement

Once you have written your content, you need to engage your audience to see any true benefits from your work. When your audience is engaged, they value your information, link to your work, share it on social media, and reach out to you when buying or selling a home. Howard’s advice to new agents is to avoid using “a cookie cutter website, because that’s the first thing that a client will notice when they search for you!”

A few ways to improve your website and audience engagement include:

  • Utilize social media correctly. Determine what social media platforms your audience uses and optimize content for that site. Here’s a great resource to help you begin.
  • Discuss local events and issues. These topics help you appear like a neighbor and friend, not just a business.
  • Use a variety of media. Don’t be boring. Here are a few great ideas for social media posts to increase audience engagement.
  • Respond and be active on your own social channels. Reply to questions and comments quickly and monitor these channels. Also, do the same for your blog.
  • Never forget your calls-to-action. Make them straightforward and clear. Never make your readers guess.

Awesome Real Estate Blogs to Check Out

There are several real estate agents who have terrific blogs. They provide relevant information, post frequently, and provide content that is valuable and SEO-friendly. Below are several examples you should check out.

Martin MacFarlane

Christine Smith

Krista Fracke

Steven Cohen Team

Fox Marin

Hallmark Realty Group

Shelhamer Real Estate Group

Conclusion

Regardless of what the goal is for your real estate blog, it is possible to create a real estate blog that will generate leads and increase your sales. It is important to dedicate time to your blog if you want to see the results. Remember that the more you put into it, the better your rewards will be.