What Should I Write About in My Real Estate Blog?
Real estate agents, new to blogging, are often paralyzed by the unknown. They don't know what to write about. Even experienced real estate bloggers may face a block wall - writer's block that is. There are about as many opinions on what to publish on your blog as there are SEO experts.
I've been blogging since I became a REALTOR in 2007. I joined ActiveRain before I was licensed and spent time learning from various folks sharing their knowledge in the 'Rain...and picked up a few things over the years.
I consider my blog to be successful: I've been the #2 producing agent in my office every year since 2008. In 2011 I was *this close* to being the top producer! So I mean it when I say I feel my blog is a success and I have the production to prove it!
One popular opinion is to never blog listings. I disagree, because I have gotten many contacts from my listing blogs - mainly from sellers who want me to present their properties as well as I've presented my other listings online.
The ActiveRain blogs, as well as other blog platforms, rank well for local search terms (longtail), and while some real estate agents insist that sellers don't look online for their future agent, I have met several sellers who contacted me first via my blog. So - yes, blog your listings, but be careful to avoid the same-old same old. Don't simply copy and paste the MLS listing.
Recently I've gotten "lazy" and merely posted automatically generated "flyers" from sites like RealEstateShows.com, RealBird.com, and Postlets.com. It is better to write a "story" about your listing - think of a magazine article. Pretend your listing is being featured in a House & Home magazine. How would such an article be written? What highlights of the property are missed by the MLS listing?
(Note to self: Get back to being creative, rather than taking the "easy way out" using the generated "flyers.")
Another opinion is divided: some say you should not become a "community newspaper" with current events all over your blog unless you want people contacting you about when the Christmas concert at St. Mary's is going to be performed. Others suggest to put community events in your blog to set yourself up as community expert. I opt to blog about some events, particularly events that are especially interesting or unique.
You should put things in your blog that will be of interest to your target audience: your future/potential buyers and your future/potential sellers. Think of the questions or concerns that your clients generally have. Write about them, with a smattering of local key words and search terms so that your blog gets pulled up when they are searching for real estate info in your area.
You can also add in "diary" or "journal" entries chronicling your experiences in real estate... but stop and think, asking yourself before publishing: will my future clients give a rip about this? If the answer is YES, publish. If the answer is Probably not, then rethink & rework it until you can say YES. Clients do not like to see agents bad-mouthing other agents. They really don't care about how awful the other agent was in your transaction from hell. Future clients may care to see how you are a problem solver, successful negotiator...but avoid bragging and tooting your own horn too much.
DO NOT present yourself in such a way that potential clients will not trust you. You don't want them to think "If I hire this agent then do or say something they think is stupid, will I end up on their blog as some sort of story?"
It is pointless to publish a blog your target audience won't care about. A lot of agents write articles that are of interest only to other agents or real estate professionals. That's fine, if other agents are your intended audience, but I am blogging for clients. Therefore, I write about things that concern them.
- Take a picture of a local landmark, or a pretty scene, and write about it, mixing in real estate keywords and a call to action to contact you if interested in real estate in your area.
- If you don't have any listings to write about, ask other agents in your office if you can give their listings "free advertising" on your blog.
- Announce your open houses on your blog.
- Write about different parts of your community: homeowner associations, restaurants, community events, always with a call to action to visit your main site for further real estate info
- Write about recent closings either yours, or your office.
- Think about concerns or questions that frequently come up with clients. Write a blog addressing common/popular questions (remember to protect privacy of clients).
- Blog about what you learned at a recent seminar and how it benefits your clients.
- Blog about the general area where one or more of your listings are located. Include links to your listings in the post, and go back and edit those listing postss to include links to what you wrote about the community.