Marketing for Agents: Why You Should be Blogging

As a Real Estate Agent, you may think you're too busy selling homes to spend time blogging about it – but you're wrong. Mike Blaney of Limelight Marketing explains

Limelight Marketing
December 10, 2014

Blog laptop keyboard

Let’s start with what a blog is – a regularly updated website or web page that is written in an informal or conversational style. It is part of your overall social media marketing strategy and can feed content to your Facebook, Twitter, Google+ and LinkedIn accounts.

The primary goal of a blog is to attract readers who are looking for someone just like you to help them buy or sell real estate in a specific geographic area. You want to demonstrate you are knowledgeable and build trust. The secondary goal, but the more important one is to improve the search engine rankings of your website. If your blog posts are not being found then it is like a tree falling in the woods when nobody is there.

There are no shortcuts or silver bullets for getting results from a blog.  It’s hard work, it requires a time commitment and there are no guarantees.  In fact, if you don’t think you can commit to it I would not finish reading this article. However, if you want to build your business steadily over the years without spending any money then you should read on.

Without question, a blog is the most cost-effective marketing tool available to a Real Estate Agent. Why?

  • It is free.
  • It takes little time to write about something you are an expert in.
  • It can be measured.
  • Blog posts last forever. Every blog post is an investment in your website’s long term effectiveness.

Topic Ideas for Your Real Estate Blog

There are three types of blog posts:

  • General interest conversational blog posts about the neighbourhood, home renovations, spring cleaning tips, local events, money-saving tips, etc.
  • Buyer and seller resources like home inspections, the home buying process, checklists for sellers, etc,
  • Blog posts specifically about the real estate market in your area.

While the conversational blog posts might be more interesting to write and to read, the ones that attract the most buyers and sellers are the posts specifically about the real estate market.

General Interest Blog Post Ideas

  • Architecture or housing styles in your area
  • Lists of local businesses
  • New restaurants/hotspots/businesses coming to area
  • Upcoming sporting events, concerts, shows, etc.
  • Decorating ideas
  • Gardening and landscaping
  • Homeowners' insurance
  • Mortgage rates and products
  • What you should know about home inspections

Buyer and Seller Resources

  • Checklist for buyers and sellers
  • First-time home buyer programs
  • Pricing your home right to sell for top dollar
  • Answer questions buyers frequently ask you
  • Answer questions sellers frequently ask you
  • Staging homes for faster sales
  • What upgrades have the highest return when selling
  • What you should know about home inspections

Real Estate Market Blog Posts

For this section I am going to supply the most effective blog post titles instead of just topics, as it is the title of the blog post that is most important to improve your search engine results. When writing a blog post title think about the way your buyers and sellers will search for a new home or Real Estate Agent.

  • Real Estate Market Update for (Your Area)
  • New Listings for Homes for Sale in (Your Area)
  • Homes For Sale in (Your Area) Priced Under ($500,000)
  • (School Name) Catchment Homes For Sale
  • Homes With Legal Suite Mortgage Helpers in (Your Area)
  • Four-Bedroom Homes For Sale in (Your Area)
  • The Real Estate Market in (Your Area) From Your (Your Area) Real Estate Agent

Blogging Tips for Search Engine Optimization

  • Write for your readers, not the search engines.
  • Focus on a real estate related keyword and make sure it is in the title and once or twice in the post, but do not “stuff” keywords in your blog post. Add keywords in a natural, reader-friendly way.
  • The title of your blog post should include your keyword and should be under 64 characters.
  • Add a relevant image that helps explain your content. Make sure you add the “alt text” to describe the image.

How Often Should You Blog?

There is no proven statistic for frequency, but one post a week is good. Two posts a week is great, but three posts or more is optimum.  Here is a sample blogging calendar to get you started.

Blogging Calendar for Real Estate Agents

Keep in mind that as long as the majority of your posts contain valuable real estate information, your audience will appreciate learning more about the author behind the posts.

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