7 Tips To Improve Your Real Estate Blog

Christy Walters


May 6, 2022 (Updated: May 4, 2023)

neighborhood with roundabout for real estate blog

Blogging for real estate helps build brand recognition for your agency. It can also help you build trust with your audience when you share information they want or need to know. If you’ve found your real estate blog isn’t generating the conversions you hoped, check out seven tips to increase your metrics.

7 Tips for Real Estate Blogging

Use these tips to help you improve your real estate blog:

1. Do Keyword Research

Picking the right keywords can help the right people find your blog. Research which keywords fit into your industry and niche, and what people are looking for online. Use data to back up your choices. Look for keywords with high search volume and low competition. This means people are looking for information on these topics, but there isn’t a lot of it available. Keyword research tools can help with this process.

For example, the above screenshot shows what you may see in Ahref’s Keyword Explorer tool if you search for the simple term “real estate.” While you likely want to be more specific with your searches, Ahrefs provides questions to answer in your blog post based on queries search engine users are making. Using this example, it may be a good idea to create a blog post about contingencies in real estate. You can answer what contingencies are, how to handle them as a buyer or seller, and some of the common contingencies in real estate.

By honing in on what your potential clients want to know, you both show your industry expertise and help them trust you more to provide quality real estate services.

When we write content for clients, we utilize keyword tools, including our content analysis report. This report is available to both clients and non-clients, helping you discover prime keywords for your content. The report shows you how your content compares to your top three competitors and highlights gaps in your marketing strategy. These are areas where you could frame content around certain keywords to meet your audience’s search needs. If the idea of creating content at scale is too overwhelming, our content team is available to help! Simply let us know what you need and we’ll be in touch about what we can do for you.

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Director of SEO at Auto Revo

2. Subscribe To Local Publications

Subscribe to local publications to learn more about what’s going on in the cities and towns where you work. Your target audience cares about more than just the home or property they’re buying. They want to know about the atmosphere and amenities of their new location. Subscribe to local publications like newspapers or town magazines. You can also follow community social media groups to get information about:

  • Local government
  • School districts
  • Small businesses
  • Recreation locations

3. Post Consistently

It’s important to post on a regular schedule that works for you and your company. Consistency doesn’t mean posting every day. It means setting a schedule to alert people of when to expect your new content. Consistency helps your audience remember when to return to find the latest information. It’s also good for your search engine optimization (SEO). As you create a regular posting routine, you develop more content. The more pieces you create, the more you have for search engines to crawl. That gives you a better chance to rank for your desired keywords.

However, for some, consistent posting may be difficult. That’s okay. Most of the time, it’s because you may be stuck wondering what content to create that your potential clients will notice. To help with this, make it a point to perform your keyword research and conduct your own Google searches to see which posts continue to rank at the top of the search engine results pages (SERPs).

Continuing with the contingencies example, this screenshot shows a “People also ask” section that can help guide your content creation. When you click on the arrow to display the answer to one of the questions, more questions will appear. Use this same search to look at the top-ranking articles so you can determine what content your potential clients find most useful.

4. Optimize for Reading and Scanning

Blogs are brief. People expect to skim and scan them first to see if the information is worth their time. You can optimize your blog posts for this type of reading by:

  • Keeping your pieces between 500 and 1,000 words
  • Focusing on one topic or one element of a topic in each post
  • Using text features like headings, bulleted lists, and brief paragraphs
  • Writing in simple sentences with plain language

Consider avoiding industry jargon where possible and explaining terms when necessary. While you want to show your expertise in real estate, it’s important to humanize your content so you’re able to develop your know, like, and trust factor, successfully earning the attention of your target audience.

5. Take Advantage of Free Resources

Realtor organizations offer free original content for your blogs and newsletters. The National Association of Realtors (NAR) REALTOR® Content Resources contains hundreds of articles. Pick from topics like insurance, taxes, maintenance, home buying and selling, and renovations. These resources let you supplement your own content to achieve publishing goals.

6. Tell a Story

What’s better than taking original content from a real estate resource? Telling stories about your own experiences in the field. Even the newest real estate agent has one. Maybe it’s about a client’s difficulty you overcame. Or do you have stories about selling in a particular area? Weaving relevant real-life stories into your blog helps create a human connection with your audience. This is content you can’t get anywhere else. Use it to your advantage.

7. Work With a Content Agency

Realtors are busy. With so many things on your plate, you don’t have to create blog content on your own. Call CopyPress to do the work for you. Our experienced team of content writers can develop the best pieces for your real estate audience. Get pieces that support your marketing goals, like increasing traffic or finding more qualified leads.

Author Image - Christy Walters
Christy Walters

CopyPress writer

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