Real Estate Blog Content Rule: Only Use Recent Research

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I recently had an online conversation with an agent who stated that the use of real estate video for agents is the end-all, be-all, and he had the stats (from his own site) to prove it.

My research on video for real estate says that videos addressed to homebuyers aren’t popular.

In fact, when asked how they prefer to get their real estate information, buyers prefer website content (it came in first) and video came in last – behind open houses, according to your association’s research.

So, who is right?

Is it the guy who wrote a recent article, titled “Google Loves Video?” He’s pretty persuasive, citing studies that show “A video is 50 times more likely to appear on the first page of search results than a traditional web page.”


That just doesn’t jibe with reality, at least not for all topics. See for yourself.

Enter any real estate term that a buyer may use into Google. How many of the results are in video form?

I find zero.

The author also quoted an SEO Moz study as well, telling us that “Blog posts that include video content attract 3 times more inbound links than posts without video.”

Thankfully, he linked to both studies so I could go take a look at them.

Guess what?

Both studies are from a decade ago. As you know, in the tech world, that’s a lifetime.

So, why did he have to dig so far back to get stats that support the use of video over text?

It turns out that he works for a video company, so he has an obvious agenda.

Therefore, this is just a friendly reminder to be very careful that you check the source and dates while researching information that you hope to publish on your website.

Step 1: To ensure you’re informed

The very first thing to do when researching the veracity of statistics is to learn about the author. I instantly distrust what the author is saying when there could be an agenda behind it.

Like when real estate agents warn readers not to sell their home without an agent. There isn’t anything wrong with that, per se, but ensure you have independent, unbiased sources to back up your claims. Avoid building even a shred of distrust with your audience.

So, dig into the statistics – how old are they? Who did the study?

In the case of the previously mentioned gentleman, recent statistics to prove his claims just don’t exist.

Step 2: Check your assumptions

It’s far too easy to blindly accept a statistic when it agrees with our assumptions. For instance, some of NAR’s highly touted stats about FSBOs are not only outdated but they’ve been debunked by university studies.

A Stanford University Economics Department study, for instance, found “no evidence that the use of a broker leads to higher average selling prices. . .”

Then there’s the study by the American Economic Review, a couple of years later, that showed that FSBOs who used FSBO websites made “at least as much for their homes” as did home sellers using an agent.

If you find yourself agreeing with a statistic because it agrees with your assumptions, it’s time to dig deeper. Even if it hurts.

Whether you’re reading a news story or an industry piece, RESEARCH is your best friend.

And, when it comes to your real estate content, the only good research is recent. Your clients (and your reputation) depend on your information to be accurate.


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Comments (5)

Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Lisa, I do videos for neighborhoods as well as areas that residents would enjoy.   The latter are more viewed, and have sold homes off them.  Wouldn't say it was the end-all.

Nov 10, 2021 11:20 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 / Property Manager

Hi Lisa,
I think the most "effective" strategy is the one you will do consistently and works for you. It's not the same for everyone. Your advice on content blogging is right on. Blogging was very effective for me before I retired.

Nov 13, 2021 06:20 AM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Lisa. You have to make the right choices. Something that works for you, even on the road less travelled, should be pursued. Thanks for all the tips! Enjoy your day.  

Nov 20, 2021 05:03 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good morning Lisa - that certainly is very good information about statistic and analytics.  The source and the age of the data is extremely important.

Nov 20, 2021 07:09 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Lisa:

There is some pretty improtant information and advice here about content blogging. Guess I am a little surprised at the information on the use of video for home buyers.


Nov 20, 2021 12:15 PM