Agent Gold - Blogging for Real Estate

For Real Estate
BLOGGING
Jonathan F. Williams

Blogging for Real Estate
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Introduction
If you're a real estate professional with a website, you will likely have a blog or you were told at some point that you
needed to have a blog on your website. However, you might not have been told why you need a blog. What is the
purpose of the blog? How does a blog, which takes up so much time to maintain, bene t your real estate business?
Now, blogging is time-consuming and you may have tried it but didn't see any immediate results. That may have
caused you to give up on it, or at least put it on the back burner. Without a direct correlation to your real estate
success, it might be viewed as having a lower importance and not an effective use of your time.
For many real estate professionals, you’re right. The way you've utilized your blog until now isn't an effective use of
your time, because you aren't using it correctly or have wrong expectations.
A blog can have a signi cant effect for real estate professionals if used correctly. And in fact, they can potentially be
better for small businesses that are locally focused because the content can be tailored so well to your audience.
So, with that introduction. Here are nine things you need to remember as you're blogging for your small business.
1) Write for your customer, not for your business.
Number one, and probably the most important out of this, is that you need to write for your customer, not your
business. This means that all the content you create needs to be tailored to your customer and not made for another
person like you.
You know your real estate business so well that you have a particular way of talking about it. However, a lot of times
that isn't necessarily how your customer talks about it, or the things you care about aren't necessarily what your
customer cares about. A blog is meant for your customer and the customer will only read it if it has content that is
relevant to them. Make sure as you're thinking of topics you don't talk about features that you feel are relevant or
why you think your company is excellent.

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As you’re keeping in mind the SEO aspect and keeping in mind what your customer wants to know, make sure that
you highlight what you know in your blogs. You want to show you're an expert in the eld. Ensure that you are
showing that you are knowledgeable in the real estate eld and that your business would be one that people want
to hire based on your knowledge.
Talk about features and things that are great for your customer base and why they should choose to use your
business or your product.
2) Use your blog as an SEO tool.
SEO is short for “search engine optimization,” and that just means how easy people can nd your content when
using a search engine.
On Agent Gold we have a whole course dedicated to how you can get your website up and going using a very
practical, down-to-earth method for search engine optimization. One of those things is blogging and this goes back
to the previous point about writing for your customer.
A blog is meant to house new content used to capture people searching for information and drive them to your
website. It’s a way of having fresh new content tailored to people’s questions or solving problems that people have.
The end goal is that once they are on your site, you have mechanisms to encourage people to learn more about your
products and services.
You need to write for your customer and write to cater to what people are searching for on the internet. So if you
haven't already, take that course, run through it to get ideas on how you can write for your customer. By doing so,
your blog can become an SEO tool for your website.
3) Write about what you know.

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On the other side of that coin, don't be afraid to deviate from your content calendar if you have relevant content
that just isn't what you had planned to create. This could be when a news story or a trend pops up overnight and you
can be part of that conversation with a very well-timed blog.
If It isn't part of your content calendar, but it still builds up your brand, don't be afraid to try to jump on that trend
and be part of that conversation by making that well-timed commentary.
Provide value by showing that you know your stuff, give them critical insights that other real estate professionals
would only provide to those who list with them. People appreciate getting something for free, and people enjoy
getting valuable information. When you provide them with that, you build trust, which can turn into business later.
4) Follow your content calendar and brand guide.
Make sure as you're blogging, you're following your content calendar, your brand guidelines, and your business
branding that you have developed.
Don't blog about random topics that have nothing to do with anything which will not build your business. A blog
should demonstrate and build up a knowledge base that people can nd and utilize. But, for it to be relevant, it has
to be pertinent to your business. Writing about something that you think is interesting to people, but isn't related to
your business isn't going to help you in the long run. Because if you drive random traf c to your website from
random people that aren't going to use your business, you're wasting your time.
So make sure you're writing relevant content for your website that drives the right traf c to your website.
5) Don’t be afraid to deviate from your content
calendar.

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You're going to want to have Google Analytics or something similar on your site to track what posts are the best
performing and give you an idea of when your content starts picking up traf c. You need to know what content is
performing well and when that interest starts peaking because when you see that, you might be able to build more
content that's similar and is relevant. This may also give you a heads up of when people’s interest in topics or items
shift and what your business may need to try to sell or how you're even branding and selling yourself to meet what
people's interests are.
6) Pick a posting frequency and stick to it.
So this is where that development of the content calendar comes into play.
You want to make sure you have a frequency for posting content on your social media platforms. So, therefore, you
need to have a frequency for creating blog content.
Remember, like most content strategies, blogging is an endurance sport, not a sprint. If you're not seeing results
after two to three months, keep at it. Make sure you are constantly evaluating and reevaluating that the content
you're producing is content your customer wants, and that it is relevant to what people are looking for. But don't
give up, keep doing it. This is an endurance race. Build up a bulk of content and use that frequency.
7) Make sure you have tracking and measurement
tools in place.

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https://problogger.com/
8) Incorporate blogging into your social and email
plan.
https://copyblogger.com/
You may already know that when you write a blog post, you need to send it out on social media. What you also need
to do is incorporate it into your email plan. You should highlight your blogs, and make sure they're being sent out to
your audience. And this is a way, especially in the beginning, to make sure you can get some additional eyeballs on
your content. Because posting a blog by itself, just for an SEO strategy, is not how you do it. It needs to work
together with your matrix of content to make sure you're continually feeding one aspect into the other to be able to
push out content to your ideal audiences.
So make sure you include blogging in your social media and email plans.
9) You need to know your goals before you start.
As I mentioned at the beginning of this, you've probably already heard you need a blog before you ever started
reading this document.
But if you’ve already started to blog, what you probably didn't do is set out goals for why you are blogging. You
need to know these goals and have set up the KPIs, key performance indicators, beforehand. So when you're tired of
blogging and you think it's not working you will know what you're working towards, how that's going to happen,
and how to get there.
So here are some resources that can be bene cial to you for blogging:
https://www.helpingwritersbecomeauthors.com/

Agent Gold - Blogging for Real Estate

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