A Real Estate Pro’s Guide to Buying, Borrowing, and Stealing Content

Services for Real Estate Pros with Best Real Estate Writer, a Layton Media brand

The modern real estate agent now understands that content marketing is a requirement for growing a thriving business. However, generating enough content to outrank the competition is proving to be a major challenge for many. As a result, more and more agents are tempted to borrow or even steal content to keep up. Meanwhile, others are struggling to buy the right types of content to get them real results. Here’s what you need to know about buying, borrowing, and stealing content, so you don’t make a fatal mistake in your marketing.

What To Buy

If you are like most real estate agents, you are more interested in managing clients and transactions than you are writing blogs or video and podcast scripts. Therefore, you may want to hire a professional real estate content writer to ghostwrite your content for you. Many agents opt to purchase bulk content like blogs on the cheap. However, beware that these mass-produced blogs will only serve to damage your SEO and drag your website to the bottom of the search engines because they are considered to be unoriginal and invaluable by sites like Google. If you’re going to buy your content, make sure it is always original and ethical.

Before You Borrow

Often, content service providers will allow you to post their content on your website as long as you list them as the author and link back to their website. In the past, this was considered good practice by some SEO experts because it allowed agents to add content to their site frequently. However, these days, posting “borrowed” content does more to hurt you than it does to help you. Remember that you are spending a lot of time and money to get traffic to your website and the last thing you want to do is drive that traffic away by linking to other websites. Furthermore, consider the fact your content is meant to position you as the local real estate expert, not someone else. When you borrow content written by others, it is like you’re telling people “I don’t know enough about X, but this person does so check out what they have to say.” That is a dangerous message to put out there.

Safe To Steal

Stealing content is never a good idea. Not only is it an unethical business practice, but it could cause you to be sued, have your site permanently deleted from search results (by Google) and severely damage your credibility. Not to mention, stealing content is flat out illegal! However, there is nothing wrong with looking at other agent’s content for inspiration. For example, if you notice another agent is doing well by producing hyper-local content like school reviews, there is nothing wrong with creating the same type of content in your market. Just be sure that your content is unique, original, and valuable to your ideal clients.


There is no question that creating original content is a must in today’s digital era of real estate. Those agents that can create and post the most valuable and unique content will be able to build the most dominant web presence, and ultimately crush their competition. If writing is challenging for you, try hiring a professional real estate content writer and then multipurpose that content into podcasts and videos to accelerate your results.

For more tips on blogging and content marketing for your real estate business go to www.bestrealestatewriter.com


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Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Sarah Layton | Copywriter & Inman Star Contributor,

Great tips for blogging and real estate marketing. More and more agents understand the more they blog the more they are read but your tips can save a blogger from being sued or having their website shut down and permanently deleted by Google.

Aug 08, 2018 07:30 AM #1
Mike Cooper, GRI
Cornerstone Business Group Inc - Winchester, VA
Your Neighborhood Real Estate Sales Pro

Excellent advice, Sarah Layton. It's definitely best to show you're the local expert by delivering the best local content possible. 

Aug 08, 2018 06:34 PM #2
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

I'm shocked you don't have more comments on this post.  I NEVER copy or borrow any content.  Turning down offers from others is common as they would never know what I know about energy efficiency, my niche in the market.  Zero benefit to hire someone else if you specialize.  Great post!

Aug 08, 2018 08:39 PM #3
AJ Heidmann ~ CRS
McEnearney Associates, Inc. - Alexandria, VA
YOUR Alexandria & Arlington, VA Real Estate Expert

Sarah ~ Another great blog post and thanks for pointing out about link backs for Borrowed content.  On the stealing side, its a shame we even have go there...

Aug 13, 2018 01:56 PM #4
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Sarah Layton | Copywriter & Inman Star Contributor

I provide real estate content marketing services
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