7 Ways to Use Old Blog Posts to Attract New Clients

Real Estate Agent with United Real Estate Partners, LLC LA #0000042692

Whether you’ve been blogging for a couple of days or for a number of years, you’ve certainly discovered this:

Blogging can be fun.

Blogging can be gratifying.

Blogging can be profitable.

But one thing blogging is not—when it’s done right—is easy.

So, here’s my question: Are you leveraging those fun, gratifying, and somewhat difficult to write blog posts so that they're as profitable as possible?

There are a number of ways to do make good blog posts work harder for you, including using good SEO techniques and promoting your content through social media. 

But very few agents and brokers use the one technique that real content marketing professionals use to such great effect: 

Recycle Old Content

Recycling or Repurposing Content for New Client-Attracting Uses

Blogging is, of course, just one form of content marketing.  And every time you write a good, informative post, packed with value, and offer it up to your readers, what you’re really doing is offering them a nice little sample of your real estate expertise.

Here are 7 ways you can take that same sample of expertise, package it in a different format, and have it work for you with a whole different set of prospects:

1) Custom Buyer or Seller Packages

Most agents don’t have buyer and seller packages that are customized to their particular area or to the types of properties or clients they typically work with. You could take a selection of relevant posts and re-format them into a booklet to use as a custom buyer or seller package. Or at the very least, you could use a booklet like this to supplement your current packages.

2) Open House Packets

Use the same principle as above to put together a nice selection of articles, with recent market reports, frequently asked questions about the neighborhood, etc. for your next open house or for any other type of in-person lead gathering activity you might engage in.

3) Free, Downloadable Special Reports or eBooks

Make a nice collection of your 10 best articles for buyers, for sellers (and for as many other specific categories of prospects as you can) available automatically when prospects sign up for your email list at your website or that prospects can request through your contact form. Ideally, these would be assembled into a nice PDF file, but even a Word doc could work okay.

4) Print Newsletters or Email Newsletters

If you’re not producing a newsletter to send out regularly to your prospects, your sphere, or a farm area, is it because you don’t feel like you have time to produce the content for it? Now you know that you don’t have to create it from scratch!

5) Multi-Part Email Courses or Drip Marketing Campaigns

I’ve seen a bunch of the pre-packaged drip marketing campaigns out there, and I can say that many of them are truly awful. One problem, of course, is that they have to try to be all things to all agents. But who knows your area and potential clients better than you? I suspect you could craft a killer custom campaign, following a “10 Things Every Home Buyer Must Know…” or similar model, primarily using content you already have! :-)

6) Audio Blog Posts, Audio Reports, Podcasts, Physical CDs

Now, here we’re getting into slightly more difficult, technically involved formats, and I’m definitely not going to be delving into the technical aspects today. But there are a lot of folks out there who don’t like to read all that much or just don’t have time to. Audio is a great way to reach them. And if you’re looking for ways to really start setting yourself apart from the competition, well… here ya go!

7) Screencast Videos, Physical DVDs

The technical challenges of video are a step above those of audio, but that being said, doing video is easier than ever. This is especially true when we’re talking screencast video, as opposed to “live action.” Screencast video is a lot like the many educational webinars you’ve probably sampled here and there. It’s generally just a person talking over a recorded background of pertinent PowerPoint slides or web “screen shots.”

Believe it or not, what I’ve laid out here just scratches the surface of what’s possible in terms of packaging small “samples” of your expertise into different formats and using them to attract motivated buyers and sellers—the kind who want to work with you and only you.

Remember, gaining expertise in the first place and taking the time to communicate that expertise in a way that’s helpful to others are the hard parts. Once you’ve done that, why not have some fun mixing and matching and spinning it around into different shapes and sizes to appeal to different market segments!

[Image Credit]


Did this post give you any good ideas on how to re-use some of your old content?  Have you ever done any of this type of “repurposing” before? 


Comments (89)

Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Craig - You might be pleased to know that I got here because a client saw your post, thought I'd enjoy it, and sent me a link. 

What a way to start your Active Rain blogging career! 

People here always tell me that I've given them more to do - and now you gave me more to do. I know I should be re-using, re-purposing my posts. All I need is more hours in the day. 

Aug 27, 2013 03:47 AM
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team

Thanks Craig for the reminder.  We have dusted off old posts occasionally.  Especially good idea to look at the posts that in the past generated the most comments.

Aug 27, 2013 04:15 AM
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • GRI • HAFA • PSC Calabasas CA

Hi Craig,

welcome to the Active Rain community!

Great entrance with good information on blogging. Congrats on being featured:)

Aug 27, 2013 05:08 AM
Beth and Richard Witt
Long Island Cash Home Buyer - Center Moriches, NY
Long Island Cash Home Buyer 516-330-6940

Great info Craig... but after 73 comments I'm sure you already know that... Thanks for the share and have a Happy Day...

Aug 27, 2013 06:36 AM
Bob Crane
Woodland Management Service / Woodland Real Estate, EXP - Stevens Point, WI
Forestland Experts! 715-204-9671

Great post Craig, I did a little recycling of a few posts today, sent the links to a new client as a way of explaining a few concepts.

Aug 27, 2013 06:50 AM
Brad MacKenzie
Brad MacKenzie - Duxbury, MA
Turning Houses into Homes on the South Shore

Yes, the whole concept is to have all your materials dovetail into the same stream.

Aug 27, 2013 08:05 AM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Andrew - Thanks for stopping by and for your input.

Bobbie - Thanks so much for the kind words! I hope you enjoy some of my future posts, as well.

Paula - Exactly! Sometimes what gets lost in shuffle is that blogging is simply a path for sharing "samples of your expertise." It's not necessarily the path. In fact, as you said, it can be used as a feeder for many other methods of getting your expert content into the hands of both prospects and clients. Thanks very much for your comments and for the kind words. :-)

Anna - I'm glad to hear that you found the information useful. Thanks so much for commenting!

Jill - Absolutely. I always shake my head when so-called experts suggest you spend "15 minutes each day blogging." 15 minutes? Really? Much better to spend an hour or two (or even three!) when you can writing something that will really be of outstanding value to your prospects and/or clients.  Then figure out a bunch of differnet ways you can use that material, you just worked so hard to produce, to your best advantage! Thanks for commenting. :-)

Aug 27, 2013 08:18 AM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Jon - Thanks! I appreciate the kind words. And it makes absolute sense to me that re-writing an old post and repurposing it for a different use would help with your writing. Doing stuff like that lets us take a look at what we've written from a different perspective and often helps us to better refine our ideas. Just a fringe benefit!

David - Thank you! And thanks for stopping by. :-)

Pat & Steve - Thanks! I hope you picked up a few new ideas.

Rob - Great job! It sounds like you're already ahead of the curve with this. :-)

Eric - Awsome. I'm glad you found the information here useful. And yes, for those us who work hard on our writing (which I think is most of us), it's crazy not to start reusing our stuff when and where we can.


Aug 27, 2013 08:29 AM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Travis - Thanks! I'm glad you found something useful and actionable in the post.

Gene - Awesome! That's exactly the type of thing I'm talking about. Congratulations on being ahead of the curve on this!

Patricia - That's fantastic! I'm very pleased to hear that you found some new ideas, as well. And congratulations to you, too, for being ahead of the curve on repurposing your content!

Terry - I'm glad you found some value here. Thanks for commenting!

Allison - Absolutely! This is one of the ways to take things to the next level by determining which posts were most popular with your readers (or at least with Google). Either way, it can be a strong indicator of which are some of your more valuable posts. Thanks for adding your insights. :-)

Aug 27, 2013 08:52 AM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Marte - A referral! I love it. :-) And I'm glad you found some value here. If you find out how to get those extra hours out of the day, be sure to let me know!

Bob - You're welcome! And yeah, number of comments can definitely be a strong indicator that that particular post provided some good value.

Inna - Thanks so much. I really appreciate your kind words. :-)

Richard & Beth - Thanks for stopping by and taking the time to comment. And yes, the level of positive response has been unexpected, but delightful. :-)

Bob - Awesome! Congratulations on taking some action on this right away. A nice bonus to re-using your content the way you did is you get the added *oomph* with the client of providing them with "some articles you've written." That type of thing never hurts when it comes to credibility.

Brad - You hit the nail on the head. It's always much more powerful to have your efforts working together. Thanks for commenting.

Aug 27, 2013 09:03 AM
Paddy Deighan MBA JD PhD
federalfinanciallawgroup.com - Vail, CO
Paddy Deighan J.D. Ph.D

I have been astounded that I have received inquiries from blogs that were posted two plus years ago here

Aug 27, 2013 01:11 PM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Paddy - That's fantastic to hear, though in a sense, I'm not surprised at all. One of the wonderful things about blogging is that you're creating a marketing asset that continues to work for you long after you'ev put in the effort. :-)

Aug 27, 2013 05:03 PM
Jane Chaulklin-Schott
TEAMCONNECT REALTY - (407) 394-9766 - Orlando, FL
TeamConnect Luxury Homes - Orlando, Florida, 32836
Just an excellent post, Craig. I came over from another of your posts and lucky me - I will definitely bookmark!
Aug 27, 2013 07:50 PM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Jane - Your are too kind. Glad you found the post useful. :-)

Aug 27, 2013 09:27 PM
Pam Graham
All Real Estate Options - Jacksonville, FL
Jacksonville, Clay & St Johns Counties

I like the ebook idea. Great, another project! Ha! Sweet ideas actually. My favorite real estate trainer has a book coming out that has all her blog posts she's written over the years. I'm looking forward to reading it.

Aug 30, 2013 09:55 PM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Thanks, Pam! Sounds like that trainer picked up on a great idea. Now, I wonder if there are any agents out there that might realize they could do something similar?  Hmmm... :D

Aug 30, 2013 10:32 PM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Craig, welcome to the Rain and looks like you're starting off well with your first Feature! These are all excellent tips.

Sep 02, 2013 12:46 PM
Elise Harron
Dirt Road Real Estate - Kingman, AZ
Rural Vacant Land and Development Specialist

Thanks, Craig.  i am going to take your idea of making blog post packages in some cool format to send to clients. 

Sep 06, 2013 04:53 AM
Craig Ernst
United Real Estate Partners, LLC - New Orleans, LA

Elise - Awesome! I suspect you'll get some good results from doing that. :)

Sep 06, 2013 08:34 PM
Kim Logan
Kim Logan - Keller Williams Lake Oconee Realty

Great article with some new and good information! I will deffinitely be using some of these tips!


-Kim Logan

~Follow my blog by clicking HERE!

May 21, 2014 12:42 AM