What Should I Write About in My Real Estate Blog?

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Real Estate Agent with Davis R. Chant, REALTORS RS301772

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 writeReal Estate Blog Questions 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.

Ideas:

  • 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.
Always get permission from your managing broker before implementing ideas and be sure to follow all legal requirements in your blog.  If your managing broker does not want you to blog or have a website you may want to think about a new brokerage in 2013...
 
Write things in your blog that present you as a courteous, knowledgeable, and professional agent in the eyes of your customers and clients. 

 

 

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Homes For Sale & Local Info for Pike County, Wayne County, & Lake Wallenpaupack in Northeast PA.

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Karen Rice (that's me!) lists & sells in Tanglwood, Wallenpaupack Lake Estates, Hideout, Indian Rocks, Masthope, Fawn Lake, Tink Wig, Woodland Hills, Walker Lake, Hemlock Farms, & more in Pike & Wayne County.

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Re-Blogged 3 times:

Re-Blogged By Re-Blogged At
  1. Mark Loewenberg 12/09/2012 11:54 AM
  2. Praful Thakkar 12/09/2012 01:39 PM
  3. Lenn Harley 12/09/2012 06:30 PM
Topic:
ActiveRain Community
Tags:
real estate blog
blog ideas
blogging for business

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Rainmaker
543,593
Karen Rice
Davis R. Chant, REALTORS - Hawley, PA
Northeast PA & Lake Wallenpaupack Home Sales

Christina - the journal styles can make the most interesting posts - but keeping the client focus on them is difficult.  It pains me to think how clients really don't care all that much about many of our trials and tribulations unless it affects them.  WIIFM always! (What's In It For Me Rules! - "Me" being The Reader). If you can somehow figure out how to focus your adventures in real estate on the clients....that is the challenge! :)

Paula - yes - my local-oriented blogs have worked wonders over the years. 

Dec 09, 2012 11:27 AM #11
Rainmaker
543,593
Karen Rice
Davis R. Chant, REALTORS - Hawley, PA
Northeast PA & Lake Wallenpaupack Home Sales

Raymond - glad you found this helpful.  Sometimes all ya need is a few little ideas to get your own creative juices flowing! :)

Dec 09, 2012 11:28 AM #12
Rainmaker
696,269
Tanya Van Blake-Coleman
Van Blake-Coleman Realty, St. Thomas/www.talk-to-Tanya.com - St Thomas, VI
Improving the Quality of Your Life

Hi Karen,

I think we all have this question. I took the 30 blogs in 30 days, It had me scraping the bottom of the Barrel, I am sure there was more than one that potential customers would not be interested in. So I am trying to focus on things that will be of interest to clients and customers.

Dec 09, 2012 11:51 AM #13
Ambassador
1,705,360
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

I work for a local brokerage. We often get a bad rap because we aren't a national chain. I love the idea of writing about sales closed by the brokerage. This gives sellers an indication that we do hold a marketshare even though we are local.

Dec 09, 2012 12:14 PM #14
Rainmaker
396,600
Carla Harbert
www.LorainCountyHomeSales.com - Avon, OH
RE/MAX Omega: Lorain-Medina County Area

I'm not the best with words and tend to over think, taking hours to write a post. In other words, wish I had better ideas and focus to write posts that others would love to read, without taking the day or more to do it.  Great tips and guidelines shared. Thanks.

Dec 09, 2012 12:24 PM #15
Ambassador
4,306,172
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Karen, congratulations - it's not easy to be a top producer in this market - more so when you started your real estate career in 2007! (I am sure 2012 will bring you #1 rank in your office).

And I do blog my listings, it really helps!

Dec 09, 2012 01:37 PM #16
Rainmaker
848,807
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team

Hi Karen, excellent post and we agree on posting listings.  Congratulations on your success in attracting sellers.

Dec 09, 2012 06:48 PM #17
Rainmaker
543,593
Karen Rice
Davis R. Chant, REALTORS - Hawley, PA
Northeast PA & Lake Wallenpaupack Home Sales

Tanya, I once tried to do a 30 Blog/30 Days challenge a couple years ago - the idea of course is to build "muscle" in your blog with lots of relevant content to make it look great to search engines. However, at one point life took over - I had showings, contracts, offers to deal with, as well as taking care of my family.  I think 30/30 is a little unrealistic for many people - not everyone, but for many. It is hard to come up with that many relevant topics and keep it up.  I tip my hat to anyone who can do it!  

 

Tammie, I used to work for a small mom & pop brokerage and it definitely was difficult to compete with the "big dogs" for listings!  Publishing your brokerage numbers and comparing to others in your MLS definitely helps overcome that hurdle.  

 

Carla, I often take at least an hour to write most posts, sometimes more, especially if I have to look up links to include.  That's one reason why I can't do a 30 Blogs in 30 Days challenge!  Doing 2 - 3 great blogs a week is better than doing 7 "meh" blogs a week.  Not all blogs have to be intellectual masterpieces....

 

Praful - thank you! Sadly, no, I am not #1 in the office...lol...once again I am Miss Congeniality, ha ha...but that's OK.  It is hard work. My blog has certainly been instrumental - not only with a several direct leads but because of the authority it gives my real estate website in Google.

 

Thank you Bob!  Now if I can just get my behind in gear and get something fresh posted about these listings! LOL The easy way out with auto-generated flyers does have its appeal to the lazy side of me.

 

Thanks all for taking the time to comment & say nice things.  Much appreciated.

Dec 09, 2012 07:39 PM #18
Rainmaker
1,372,399
Wayne and Jean Marie Zuhl
Samsel & Associates - Clark, NJ
The Last Names You'll Ever Need in Real Estate

Good morning Karen - Like you, I think posting blogs about listings and about community events is pretty important. Our blogs about our listings helped boost the listting's rank on google, for one thing.

Dec 09, 2012 07:48 PM #19
Rainmaker
4,432,826
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Karen, Thanks for sharing these great tips. I enjoy reading your posts.

Dec 09, 2012 08:05 PM #20
Rainmaker
543,593
Karen Rice
Davis R. Chant, REALTORS - Hawley, PA
Northeast PA & Lake Wallenpaupack Home Sales

Thank you for the comment, Wayne & Jean Marie.  It is amazing how quicky a blog can rank for longtail (super local) keyword/ search terms.    

Dec 09, 2012 08:10 PM #21
Rainmaker
543,593
Karen Rice
Davis R. Chant, REALTORS - Hawley, PA
Northeast PA & Lake Wallenpaupack Home Sales

Gita, thank you.  It is always nice to see you comment and I frequently enjoy your posts as well! :)

Dec 09, 2012 08:12 PM #22
Rainmaker
1,402,627
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Karen, excellent advice! Great point writing an article about your listing instead of using a listing template. Thanks and have a great 2013!

Dec 09, 2012 10:01 PM #23
Rainmaker
519,195
Morris Massre
Pembroke Pines, FL
Real Estate Instructor Broward County Florida

A blog is a blog.  You should write about everything, including listings if you want to not only get noticed, but become a specialist in your area.

Dec 09, 2012 11:45 PM #24
Rainmaker
2,546,464
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

I like this post and where it goes. I blog and post about everything because there is just so much to report about. From there, people respond to what interests them. Could be anything. To know and be known is upon us via the Internet

Dec 09, 2012 11:55 PM #25
Rainmaker
769,657
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Karen, I applaud your approach of writing focused blogs for clients. Thank you for sharing the variety of ideas as well!

Dec 10, 2012 02:27 AM #26
Rainmaker
88,188
Johnny Davis
Florida Realty Investments - Clermont, FL
Where SOLD Happens!

I'm still feeling my way around this, but I think I will write mostly for localism.

Dec 10, 2012 10:30 AM #27
Rainmaker
1,991,857
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

With the "story about the listing" that you generate put in lots of rich images, video embeds and links and helpful links to other work you do. Daily, like air and water do your own real estate related blog posts and avoid the quick, easy but same old same old copy and paste.

Dec 10, 2012 09:38 PM #28
Rainmaker
543,593
Karen Rice
Davis R. Chant, REALTORS - Hawley, PA
Northeast PA & Lake Wallenpaupack Home Sales

Sorry I took a while to get back - had a spurt of activity and things needed to get done! :)

Michael, thank you and the very best of 2013 to you as well! :)

Morris - exactly!

Richie - I couldn't agree more. Some people get so hung up on the mechanics of it all and miss the forest for all the trees...they worry too much about what to do that they don't do anything.

Olga, thank you for the comment and I'm glad you found it helpful!

Johnny - yes, me too...most of my posts go unnoticed by the community at large because I rarely write for the ActiveRain memeber audience, but rather, write very localized content for my potential clients.

Andrew - yes, absolutely - I also include tidbits about the homeowner association, if applicable, the town, etc.

Thanks all for a wonderful response!  Merry Christmas and Happy New Year To All! :)

Dec 12, 2012 12:03 PM #29
Rainmaker
1,279,422
Donna Foerster
HomeSmart Realty Group - Parker, CO
Metro Denver Real Estate Assistant

Karen~ Great advice about listings.  Writing it like a magazine article will intrigue the potential buyer and may attract a new seller!

Dec 16, 2012 07:46 AM #30
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