The Complete Guide to Real Estate Content Marketing and Blogging

What to Know About Real Estate Blogging

This complete guide will have you quickly on your way to using real estate content marketing and blogging to bring in new real estate or mortgage clients like a pro.

The National Association of REALTORS® Home Buyers and Sellers Generational Trends Report for 2019 states “Among all generations of home buyers, the first step taken in the home search process was to look online for properties.”  The report stated for buyers 73 years and older, they contacted a real estate agent as often as they looked online. 93% of all buyers used an online website sometime during the home search process, and an average of 50% of all buyers found the actual home that they purchased online.

Understanding that 93% of all buyers are using online websites for listings, market data, and neighborhood information, will they find your real estate website?

Having a website with keywords for your market isn’t enough to drive clients to your business. You also need a content strategy that positions you not just as a Realtor but as a leading realtor in your locale.

Real estate content is a valuable asset for real estate agents and home buyers alike. Are you creating content that converts?

Keep reading for the complete guide to real estate content marketing and blogging.

1. Set Your Goals

The Complete Guide to Real Estate Content Marketing and BloggingIt’s not enough to hire a real estate content writer. You need to know what you want to achieve.

Do you want to:

  • Become a thought leader?
  • Target a particular niche?
  • Provide solutions for home buyers/sellers?
  • Build trust and rapport?
  • Initiate partnerships?

Your goals shape your content. For example, a guide on mortgage programs for first-time buyers won’t suit a luxury buyer seeking second or high-end properties. That’s perfectly fine if you plan to be a blogger of evergreen content on a wide variety of real estate topics. There is always more than one way to skin a cat. You don’t necessarily need to focus on one group of topics.

On the other hand, some real estate bloggers like to focus on providing exceptional local content. Some real estate publishers want to do a mix of both. There is no right or wrong way of doing things.

Create a purpose, and your content will follow suit. Here are some great tips for writing a real estate blog. The article is jam-packed with great advice on how to start a blog and create exposure right out of the gate.

2. Create Diversity in Your Real Estate Content

Blogging is all the rage in content marketing, but successful content marketers develop far more than a knowledgeable blog.

Video is about to become more prominent than blogging. We like video because it’s visual and accessible. More importantly, consumers like video. Seventy-two percent of people would rather watch a video than read the text.

Info-graphics are another excellent tool that you can make with the help of a free online generator. You don’t need a creative bone in your body: you need a message, data, and the right template to display it visually.  Here is an example info-graphic created for a guide on moving to San Diego. Some of the best real estate websites have community pages which are designed to show off an agents expertise for the local area.

Keep in mind most people want to work with a local expert which is why community pages work so well. You are easily able to show the public on why you will be an excellent choice to either sell their home or work with them as a buyer’s agent.

Once you’ve developed a voice and a message, don’t be afraid to dive into long-form content including blog posts, podcasts, and e-books. Thin content is abundant online. By creating the best version of whatever topic you are writing about you demonstrate authority to both your reading audience and Google.

Offering a free e-book or guide in exchange for email marketing sign-up is one way to grow an audience. Once you’re providing useful content is in a customer’s inbox, you’re in their lives. Plus, you’re adding value by giving them industry secrets without requiring a phone call, consultation, or promise to buy.

Don’t forget to mix up your content marketing ideas. Set up a content calendar and post timely topics that are directly relevant to your target market. Hyper-local and hyper-relevant content provides a far higher ROI for lead conversion and SEO.

If you don’t have time, then don’t give up. Hire a real estate content writer to get started so that you can focus on the big picture.

3. Measure Your Success

Is your content working? Don’t just measure your success in sales.

Google Analytics is an invaluable and free tool for measuring your general performance online. With Google Analytics, you’ll see:

  •         Total Visits
  •         Visitor Source
  •         Page Views
  •         Unique Visitors
  •         Returning Visitors
  •         Average Visit Duration
  •         Bounce Rate
  •         Specific Landing Pages

Free blogging platforms can help you reach new audiences such as Active Rain, Realty Times, and Medium.  You can write a 500 word summary of your article and then provide a link back to the original source of your blog.

Social share sites are tremendous opportunities to get your content read, shared, and liked as well as build your audience.  Pinterest is one of the best free opportunities to drive traffic to your blog. Be sure to do some research on using Pinterest for real estate social media exposure before beginning.

There are also many other social media sites that can have a dramatic impact on your traffic and online exposure. Here is an excellent guide to some of the most essential channels and how you can use these social media sites for your real estate business.

A comparative analysis will show how your content impacted your traffic. For example, you’ll be able to see how many new visitors enter your site from an SEO-ranked blog post.  Sites like SimilarWeb will allow you to do a free search to look at your competitors ranking keywords, bounce rate, time on site, and monthly traffic.

Sell More Property with Your Blog

Real estate content offers more than a boost in SEO. It’s a chance to prove yourself to potential clients before you even meet them. It is part of your image and branding.  Your voice, content, and traffic analysis will bring clients to your door, so you can help them find theirs.

Are you looking for inspiration? Visit our guide to the best real estate blogs of 2019.  Here you will find inspiration for future blog posts and content ideas based on what you see trends well on social media.  It’s never too late to start making your blog and website an essential part of your business and lead generation strategy.

The best blogs for 2019 feature top real estate bloggers throughout the country. A great way of increasing traffic to your own blog is highlighting the skill set of other bloggers. Everybody wants to see their site in the spotlight. By mentioning other writers, you’ll increase the odds they’ll be willing to share your resource which can be a boon for additional traffic.

Final Thoughts

Without a doubt, blogging can open up some real opportunities to capture real estate business. Keep in mind, however, that it is a long term journey. Don’t expect to write a few real estate articles and have your phone ringing off the hook.

Like many lead generation activities, blogging takes time, effort and patience. It will take a while for your site start to see traffic increases from blogging. You will need to have a passion for writing and a willingness to learn about search engine optimization (SEO) as well as content marketing.

While you may be an excellent writer, you’ll also need to understand the basics of being found in search. These two things go hand in hand. You can’t have success without it.

Joy Bender


About the author: The article on real estate blogging and content marketing was written by Joy Bender. Joy is one of the top Compass Real Estate agents in San Diego. An accomplished writer of real estate articles designed for buyers and sellers, she has been a featured author in prestigious publications such as RealTrends, RIS Media, The National Association of Realtors, REALTOR® Magazine, Inman News and others.



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