Content Marketing for Real Estate – Focus on your core idea

Services for Real Estate Pros with Marte Cliff Copywriting

Do you dream about your work?

I do, and one morning I woke up dreaming that I was writing a blog post about potatoes.

Since potatoes have nothing to do with real estate (unless you're selling farmland that produces potatoes), I potatoessuppose it was due to a conversation I’d had the previous evening regarding home-grown vs. grocery store potatoes. I had said it was worth it to grow your own in order to avoid the chemicals, and to get potatoes that weren’t half rotten. I was tired of getting 5# of potatoes from a 10# bag.

In the dream, I was thinking about the keywords for the post, and they were all about potatoes.

Then I suddenly thought “What am I doing? This isn’t about potatoes.”

What it was about was customer service, customer satisfaction, and integrity in marketing, since those bags of terrible potatoes are labeled “#1.”

The dream made me stop and think about how easy it is to get derailed and how important it is to stay focused on the core idea.

For instance, you may be writing about a celebration in your community, but the purpose of your post is to appeal to those who might be searching for a new community, and to show that yours is a good place to live. While your keywords and your copy should include the name and nature of the event, if it is to serve your purpose, they should include things like “community spirit in Mytown,” “annual events in Mytown,” or “Holiday celebrations in Mytown.”

Whatever you’ve chosen as your core idea, be sure to include it in your copy, and in your keywords.

The original of this post appeared at

Image courtesy of Dreamstine.

Comments (33)

Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Good morning, Marte... as always great tips and reminders for us all.

Sep 22, 2018 04:59 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Nina Hollander - writing posts that remind Active Rainers helps me remind myself at the same time!

Sep 22, 2018 10:48 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign


                                    Thank you, Marte,


Sep 22, 2018 05:53 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you Kathy Streib - I appreciate being included in your weekly roundup. I also appreciate the reading list you provide!

Sep 23, 2018 09:47 AM
Rebecca Gaujot, Realtor®
Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Thanks Marte, good reminder to stay on track when writing our posts.

Sep 23, 2018 03:47 PM
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

Even the best conversations can begin with food and end with real estate and vice versa. Potatoes in dreams are never a bad thing which is proven with your thoughts in this post. Loved it! Here via Kathy Streib  

Sep 23, 2018 07:56 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

It isn't always easy, is it Rebecca Gaujot, Realtor®?

Kevin J. May - I love those conversations that start somewhere and end up in ten different places. I just don't want to write that way!

Sep 23, 2018 09:10 PM
Kevin J. May

As long as you don't miss your exit it'll be okay Marte!

Sep 24, 2018 12:53 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte, loved your post and clearly many of us eat and sleep our work:) I for one might fall into the category that I do not have a life all it is work:))Endre

Sep 23, 2018 09:56 PM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Thank you! I'll have to remember to use keywords that support my purpose, not necessarily just the event or place I'm writing about.

Sep 24, 2018 10:26 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Endre Barath, Jr. - I can identify with that, although I do have a garden that demands some of my time and I stop everything when I get the opportunity to spend time with one of my children. No social life, however.

Kat Palmiotti - It's easy to go off in the wrong direction sometimes.

Sep 24, 2018 12:22 PM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Interesting!  I don't buy many potatoes but I love your analogy and references to content marketing .  I've started many a post with one idea and strayed into another.  Saving the post and coming back later with a clearer focus, then turning one into 2 posts did the trick. Great advice!

Sep 24, 2018 06:38 PM
Debbie Reynolds, C21 Platinum Properties
Platinum Properties- (931)771-9070 - Clarksville, TN
The Dedicated Clarksville TN Realtor-(931)320-6730

Excellent point as always, Marte. We wander away and forget our purpose here.

Sep 24, 2018 07:06 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jan Green - Isn't that nice? You get two posts!

Thanks Debbie Reynolds - it really is easy to wander.

Sep 24, 2018 07:45 PM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good morning Marte - I love the way you made the connection of potatoes to core content.  True, we can get writing and forget what do we want the reader to think or to do.

Sep 25, 2018 09:08 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Grant Schneider Thanks - You just never know what the subconscious will tell you in a dream.

Sep 25, 2018 10:13 AM
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Real Estate Agents - Luxury - Divorce

We have an agent friend in Idaho and to remember her home state we call her "Spudly"...wonder if that is a key word...

Sep 26, 2018 04:31 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Ummm... I kinda doubt it, Sally K. & David L. Hanson. Although if you were trying to find a post where you had mentioned her, it just might work. 

Sep 26, 2018 08:02 AM
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

I'm not sure how I missed your post, Marte, but I think it's one of your best. A reminder to stay true to the core idea and the proper use of keywords is something we all need to be reminded of. Thank you!

Sep 26, 2018 01:34 PM
Elyse Berman, PA
LoKation Real Estate - Boca Raton, FL
Boca Raton FL (561) 716-7824

A great reminder Marte Cliff that it is easy to get off track.  Your idea of sticking to the core is what we need to do.  I like the idea of "holiday celebrations in my town."

Sep 26, 2018 07:47 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Pat Starnes-Front Gate Realty. I find it far too easy to forget all about keywords when I'm writing. Then I have to go back and make adjustments. 

Elyse Berman, PA - Holiday celebrations are a good topic when you want to appeal to people relocating to your community. When I write community pages I always try to include that kind of content - and sometimes it is incredibly difficult to find. To me that means if you include it in your community pages and/or your posts, you may be the only one in town who does!


Sep 27, 2018 10:21 AM