How to Blog for Real Estate Leads (FREE TEMPLATE)

Renae | October 5, 2015 | Marketing

Blogging for Real EstateDo you fear the written word and so haven’t yet ventured into the (fun) and exciting world of blogging? You may be missing out on a key piece of real estate marketing. Even if you aren’t anywhere close to being Shakespeare, we have some tips that will help you get into the blogging game and potentially generate more leads in the process.

For those of you newbies out there, what exactly is a blog and why should you have one?  A blog is simply a part of your website where you publish your own articles and discuss in a recommended 500 words or more on a topic related to your business. In doing so and with the right keywords, this will do a few things:

  • Attract more people to your website and therefore your business
  • Relay your expertise in your specific area of real estate
  • Instill confidence in prospects in your abilities and generate leads

About 500 words or more is the target in order to rank higher and better in search engines. Think you don’t have much to say? Most of the blog posts on is about 500 words or more. It might seem like a daunting task, but with a little practice and some pre-planning, you will be well on your way to blogging heaven.

Anatomy of a Blog Post

A blog post is a simple article that focuses on one topic. So it’s important to figure out what the main point you want to come across for each post is. Start with an introductory paragraph, no more than a few words, introducing your topic. This is usually a good place to 1) ask a question, 2) state a myth then say how you will debunk it, 3) set the stage for the rest of your post or 4) pose a challenge or issue that you will resolve through your post.

The next few paragraphs, or the body of your post, will be where you go into detail about your topic. The easiest way to not only read but also to write a post is to divide it into sections with clear headings. For example, if your topic is a recent seller you helped, lay the groundwork for the body of your post with the key steps you took in working with them: Description of the Client, Description of the Area, The Challenge in Selling Their Home, Your Plan and The Result. Breaking down any particular topic will give you direction and, counter-intuitively, more room to talk about each section in better, more organized detail.

Finally, don’t leave your reader hanging! Give a good conclusion that includes a re-worded summary of your post and a call to action.

What to Write About?

You’ll be surprised about how many topics are out there just waiting to be written by you. A good tactic is to collect a list of common questions that your clients often ask you. Then turn each one into a post! You can also write about clients (including any testimonials they give), real estate news of interest to your clients, neighborhood information or an event you will be holding. Tips on anything (how to stage your home, myths people hear, how to choose a neighborhood, etc.) always work for blog posts. You don’t have to make your topics limited to just real estate business, either. Real estate is a relationship business, so use your blog to share (within reason!) a little about yourself – your upcoming participation in a community event, a cause you believe in or observations on the changes taking place in your city or area.

One of the challenges many real estate agents face is what voice to use. Remember, your blog is a reflection of you, and a in-bound way for prospects to get to know you better, so don’t feel like you have to break out the thesaurus and use big words. Keep your statements simple, your sentences short and your ideas focused.

Make sure you choose a keyword(s) to make the search engines happy then intersperse that throughout your title, post and meta description. The meta description is the description that shows beneath the title of your post when it’s listed in search engine results. It should be short and direct with the topic you are discussing clearly stated as close to the beginning as possible. Most blogging platforms give you an area to input your meta description and will even have tools to gauge how effectively you use your chosen keyword(s).

Plan and Schedule Your Posts

As a real estate professional, your time is valuable, but with a little planning ahead, you can set a regular schedule for your blog posts. First, come up with a list of topics. Include any timely ones that revolve around upcoming events, holidays or seasons. Then, organize them into an Excel spreadsheet with the date and title. You can even pre-write a bunch of them and schedule them to go out. Most blogging platforms, even custom-made ones, allow you to set and forget your posts so they go out at exactly the date and time you choose.

Share It!

And don’t forget to share your blog post. Copy the link and share it across your social media channels. Email it to your clients. The more you share, the more people will care.

Some final tips:

  • Always include a picture or video with your email. Video has been shown to garner more opens and engage your audience more, so do them at least once every couple of months if not more. Be sure to tag your photo with the title of your blogpost so search engines can find it in the backend and make your post more relevant in search results.
  • You can start off with a weekly blog post. Once you get the hang of it, you can graduate to a couple of posts every other week or every week. The more updated your website is with your blog posts, the more the search engines will love you.
  • Make sure you have someone proof your blog posts before you publish them. Nothing worse than some typographical errors to distract your audience and take away from your message!
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Renae Virata is the Director and Founder of the strategic marketing firm revXmarketing, based in Dallas, Texas. A native of Houston and a graduate of Vanderbilt University, Renae has always been an avid writer. You can learn more about her and her work at Want to guest post on Home Value Leads? Find out how!