How to Write a Real Estate Blog

If there’s one question that I get the most from clients, it’s what to write about on a real estate blog.

“Sure, sure,” my clients will say, “we get that we need to be posting, but what exactly do we write about?” It’s a good question; how do you differentiate in a world that is oversaturated with content?

How do you come across as the neighborhood expert that you are in a world where it seems like there are so many?

There are three rules that I follow in regard to posting content on real estate blogs:

  • It has to be useful.
    • What is useful? That is open to interpretation, but some ideas that make for great blog content for real estate rockstars include write-ups on restaurant openings, events around town, apartment hacks, how to negotiate with a landlord and so on. The main idea is that you want your blog to be a resource for your clients. Yes, yes — something that they read while they are your client, but ideally something that they continue to read once you found them their home. Why? Because they find it interesting and useful. And when they do, they’ll share the content with their networks, thus building your reach and influence.
  • It has to be engaging.
    • This ties in very closely with the rule about being useful. The difference in being engaging is in regard to how the post is written. Is it easy to read? Does the subject matter capture your attention? Does it feel like a conversation with a friend, or better yet, a trusted friend? If so, then you’re on your way to fulfilling this goal.
  • It has to be fun.
    • Cat posts get clicks. Why? Because they are fun. It’s that simple — so remember the 80/20 rule when writing blog posts and make sure that 80% are not business related, like open house announcements, but rather fun and interesting. Sure, add in the 20% of new listings or other business news, but even when you do, make sure that the copy for that is also light-hearted.

I hope that helps as you decide what to write about on your real estate blog. Remember that being actually useful will do more than win you points with clients, it will help establish your expertise and people will be interested in what you have to say next.