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Real Estate Blogging: A Framework For Success

Real Estate Technology with Surge Realty Solutions

Blogging For Real Estate: How To Create Content That Drives More Business


The aim of this post is to create a replicable framework for real estate professionals to create content (blogs, infographics, etc.) that generate serious inbound leads for their business.


It's unfortunate but true that most real estate bloggers fail for two reasons:


  1. They fail to build an audience
  2. They fail to convert their current audience


These are two separate issues, but both can be addressed by following the framework outlined in this post.


Real Estate Content Creation Framework


We can break the framework down into 4 easily understandable phases:


  1. The Idea & Research Phase
  2. The Writing & Creation Phase
  3. The Optimiziation (SEO) Phase
  4. The Promotion Phase


You can read our in-depth guide to real estate content but we'll explain these phases in more detail below.


Phase 1: Research & Ideas

Before we write any piece of content we need to make sure there is a demand for it.


There are a few ways we can ensure (to the best of our ability) that a new post will be successful.


If you want to see a few proven examples, check out this list of real estate blog ideas.



Competitor Analysis

The first way is to analyze the local competition online.

Real Estate Content Competitor Analysis

Search for the top agents and brokerages in your community and head on over to Google to make a list of the first page results.


Now you can check out each company's blog and scan their past posts to see what performed well, and what didn't.


To start, pay attention to these metrics:


  • Likes
  • Shares
  • Comments


Keyword Research


The second step is to generate a keyword list and use these phrases as the basis for your content.


A lot of people revert to Google's Keyword Planner for this, but that's not neccessarily the best idea because Keyword Planner is built for PPC and not SEO... 


...In fact, I know a lot of people that mistake the "Difficulty" metric in Keyword Planner as the difficulty for ranking in the search engines - when it really refers to Google's PPC difficulty in Adwords.


Instead of Keyword Planner, you can use one of these 3rd-party tools for a more accurate way to gauge the difficulty of "ranking" your website.



Compile your results and keep this list handy for future blog ideas.


Phase 2: Writing Your Post


Since we have some blog topics to write about now, let's discuss how to write and format your posts.


Maximizing Your Users

This phase is all about maximizing the retention and engagement you receive from website visitors.


What do we mean by this?


Retention = How many users frequently return to your site - this is essential for building an audience.

Engagement = How many users take an action (liking, sharing, contacting you).


So, how do we go about increasing these metrics?


Start by adhering to a few best practices.


Real Estate Content Best Practices

Consider these things when writing your blog:


  • Line Spacing
  • Images & Graphics
  • Headings & Subheadings

Line Spacing

This plays a bigger role than you might realize.


Compare this paragraph:

Bad Real Estate Blog Line Spacing


To this:

Good Real Estate Blog Line Spacing


When you write for the web you should separate your lines every 1-2 sentences.


This makes your content much more legible - which means more people will finish reading your posts, thus improving engagement.


Images, graphics and headings help do the same thing:


They break up your content into a more digestible format.


Be liberal with your use of them and you'll notice an uptick in session time and a decrease in your bounce rate.


Phase 3: Search Engine Optimization


SEO is a massive topic and cannot be covered in it's entirety with a single post.


However, you should make a habit of implementing these SEO priorities into each and every one of your pages:


  1. Keyword Mapping
  2. Tags
  3. Link Building


These are the basics, but will still make a noticeable impact on your traffic count over a few months of consistent effort.


Keyword Mapping For Real Estate Content


This is the technical term for strategically placing keyphrases (from your list back in phase 1) throughout your webpages.


But be careful, you do not want to be found guilty of keyword stuffing - which is seen as an attempt to manipulate the search engines.


Aim for a keyword density of less than 1% - 2% and you should be fine.


That is to say your exact keyword shouldn't be found more than once or twice for every 100 words.


How To Use "Tags"


You can think of tags as little identifiers that help search engines determine your post's topic.


Most people ignore tags entirely, but if you utilize them you gain access to organic search queries.


The trick is to place your keywords inside these tags and then let the search engines do their work.


Here are the types worth consideration:


  1. Title Tags
  2. H1, H2 & H3 Tags
  3. Image Alt Tags


Title tags are what you see in Google search results, here's an image of the title tag when searching for my business:


Surge Realty Title Tag

H1, H2 and H3 tags are commonly referred to as heading tags because they occupy the headings & subheadings of your posts.


This is another important reason for including headings in your posts.


Image alt tags identify pictures you upload to your posts.


For more info on tags you can read the guide, but let's talk about one of the most important SEO factors next...


Link Building


This is number one ranking as far as most SEO pros are concerned.


What's certain is the number (and quality) of links pointing to your website directly correlates with how well you rank in Google's organic search results.


There are quite literally hundreds of ways to build links to your website, but it starts at offering insane amounts of value in your posts.


The next section covers promotion and will help you earn more backlinks.


Phase 4: Promotion


You don't want your posts to be a waste of time so it's imperative that you promote the heck out of it.


In fact, the majority of your time should be spent promoting your new content.


Here are some easy ways to get started.


If you need clarification, see the full guide here.


How To Promote Real Estate Content


One Last Tip For Success

If there's one thing that will determine the success of your blog, it's your consistency.


You have to keep at it to experience results - as a real estate professional this probably isn't news to you!


Thank you for reading, and please stay tuned for more digital real estate marketing tips!


Need help with your blog?


Check out our 100% hands-free blogging packages.


Questions? Ask me in the comments section below!

Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Great Post ! Blogging is a longterm process that will begin a continual payoff !

Nov 16, 2017 02:04 PM
Sam Puccetti
Surge Realty Solutions - Toronto, ON
Digital Marketing & Lead Generation Specialist

Thank you Michael, couldn't agree more!

Nov 16, 2017 02:07 PM
George Souto
George Souto NMLS #65149 - Middletown, CT
Your Connecticut Mortgage Expert

Sam Puccetti welcome to ActiveRain and congratulations on successfully posting your first blog on this site.

Nov 16, 2017 04:08 PM
Sam Puccetti

Thank you for the warm welcome George!

Nov 17, 2017 06:41 AM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

Welcome to ActiveRain!

Yes, a lot goes into having a successful blog. Thanks for sharing.

Nov 16, 2017 04:39 PM
Sam Puccetti

Yes indeed, I fear this post doesn't even scratch the surface!


Thanks for your comment!

Nov 17, 2017 06:42 AM
Gordon Crawford
Gordon Crawford Home Selling Team - Morristown, NJ
Your Morris County Specialist!

Love your post, Sam.  I continue to learn and tweak my blog.  There's so much to learn.

Nov 17, 2017 06:01 AM
Sam Puccetti

Really appreciate the comment Gordon.  Will be posting everything I know about blogging & SEO for real estate. There is tons to learn...and always something new on the horizon!

Nov 17, 2017 06:46 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

Hi Sam,
Thanks for the informative post!  I can see you're going to be a valuable addition to our ActiveRain community.   We love to share our knowledge and learn from each other.  Welcome aboard.  

Nov 17, 2017 08:09 AM
Sam Puccetti

Thanks so much Carol!  This is an awesome community and I'm really looking forward to learning from you all.

Nov 17, 2017 08:19 AM
Sybil Campbell
Fernandina Beach, FL
Referral Agent Amelia Island Florida

Good morning Sam Puccetti, thanks for all the helpful advice. Welcome to Active Rain and congrats on your first blog post.

Nov 18, 2017 07:32 AM
Sam Puccetti

Thank you Sybil!

Nov 18, 2017 08:20 AM
Dave Halpern
Dave Halpern Real Estate Agent, Inc., Louisville, KY (502) 664-7827 - Louisville, KY
Louisville Short Sale Expert

Sam Puccetti keep up the good work on dragging us Realtors into the world of SEO! We want to sell houses, but, alas, we must also master SEO to be visible.

Nov 19, 2017 05:36 AM
Sam Puccetti

Will do, Dave! I look forward to sharing more of what I know on the topic. It's great to hear you're already aware of the importance of SEO!

Jan 25, 2018 09:20 AM
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Welcome to active rain. Good luck in achieving your goals on active rain.

Nov 19, 2017 07:59 AM
Richard Weeks
Dallas, TX
REALTOR®, Broker

Welcome to Active Rain.  I know you will enjoy your time here.

Nov 26, 2017 06:14 AM
Sam Puccetti

Thanks for the welcome Richard, I already am...What a great community!

Jan 25, 2018 09:21 AM
Bob Crane
Woodland Management Service / Woodland Real Estate, KW Diversified - Stevens Point, WI
Forestland Experts! 715-204-9671

Good advice Sam, real estate blogging has been very beneficial to my SEO and my business.

Dec 05, 2017 09:37 PM
Bob Crane
Woodland Management Service / Woodland Real Estate, KW Diversified - Stevens Point, WI
Forestland Experts! 715-204-9671

Welcome to Active Rain, looking forward to reading many more of your posts, let me know if there is anything that I can do to help as you get started here.
All the best of success to you.

Dec 05, 2017 09:37 PM
Sam Puccetti

Thanks, Bob! I will definitely keep you in mind. Keep up the great SEO work and be sure to message me if you have any questions on the topic!

Jan 25, 2018 09:26 AM