If you’ve been in the real estate business for a while, you probably remember when marketing pros started recommending that you include a blog on your website for better search engine optimization (SEO) and lead generation. Over the years, the popularity of blogging seemed to wane, surpassed by the rise of social media. So you might be asking…is blogging even a “thing” anymore and should I still be doing it?
The short answer? Yes. The long answer? Also yes.
If you’ve been sharing valuable information, tips, commentary, and resources on your social media (which you absolutely should be doing!), it’s important to understand that your social profiles are not owned assets. Facebook, Instagram, and TikTok own your accounts and have control over the content you post on their platforms. Your accounts can be suspended, hacked, or suppressed at any time, leaving you without access to your followers and to the treasure trove of information you’ve posted over the years.
There’s an old adage that warns: Don’t build your house on borrowed land. So what “land” do you own in this increasingly digital world? You guessed it: your website.
Your website is where you should be posting valuable information about your service areas, addressing the frequently asked questions and concerns of your clients, and building your authority as a local real estate expert. And the best way to do that is through posting regularly to your real estate blog.
Today’s real estate “blog” is not the rambling, personal, diary-type entries of old. Don’t treat your it like a journal or a place for your personal musings. Instead, view each blog entry as an article that answers a question from a real estate consumer. Speak directly to your current and future clients – first-time homeowners who need information about how to winterize their home, buyers researching neighborhood amenities to see if it is right for their next move, or sellers looking for tips on what to do to get their house on the market.
We know that the vast majority of consumers start their home search online. Think about the types of things consumers in your area will be Googling. This is your chance to answer their questions and provide them with hyperlocal, relevant, and useful information.
Google is a powerful search engine that tries to serve up the best, most relevant, and most timely information to their users. If you have a blog article that answers the query that a user inputs into the search bar, there’s a great chance that your website will be high in the list of search results. The more specific and niche the content, the higher likelihood of your article showing up. And the fresher the content, the better.
To get the most SEO bang for your buck, focus on writing about targeted, hyperlocal topics related to the specific neighborhoods and communities that you serve.
Think of topics that might attract new clients to your website and subsequently to you, as well as ways to offer value to your existing clients and sphere of influence. Those are the blog topics that will generate leads and build your credibility as a real-estate expert in your area.
To help you get started, here are 20 ideas to write about on your real estate blog.
- Post a monthly calendar of fun things to do in your neighborhood, city, or local area.
- Create a seasonal guide to living in your city – consider the weather, what people love and what to be prepared for if they make the move. Mention festivals, attractions, and events, etc. Be sure to add photos!
- Talk about unique architectural details that are common to houses in your area and provide background information.
- Comment on economic and national news, how it’s impacting the housing market, and what it means for homeowners in your local area.
- Post “Best of” lists related to the neighborhoods you serve. For example: best coffee shops, taquerias, burgers, hiking, dog parks, bike paths, yoga studios, gyms, etc.
- Write various neighborhood-centric articles/guides focusing on specific hobbies such as bird watching, biking/hiking, brewery visits, tennis, golfing, swimming, boating, skiing, etc.
- Point out the hidden gems in your city. It can be a few of the lesser-known restaurants, venues, or activities that locals and new residents would appreciate.
- Feature trusted service professionals; highlight their business and why you recommend them to your clients.
- Address property taxes in your city, county and state. Talk about how they are calculated and how they impact homeowners in your area.
- How do people mark special occasions in your area? What restaurants do you recommend for a first date vs an anniversary? Where do people have birthday parties for themselves or their children?
- Think about consumers in their different stages of life—what topics would interest new homeowners, newlyweds, retirees, or growing families? Add blog articles about those topics to your website.
- Talk about green features or services present in your area. Is recycling included in the municipal budget? Is there a drop-off location or pick-up service for composting in the neighborhood? What if someone wants to add solar or wind power to their property? What do they need to know?
- Introduce new businesses that open in your farming area. Post pictures and relevant information. Want to go the extra mile? Interview the owner!
- Publish a list of important numbers and resources for your area.
- What do you do if you find a lost dog or cat in your neighborhood? Write a blog post with helpful tips, links, and resources.
- Address home trends in your area and share local statistics.
- Take a moment to write out your answers to client FAQs about real estate.
- Are short-term rentals a hot topic in your area? Write an article about what an investor or a new homebuyer who is thinking of making extra income with AirBnB need to know.
- If someone is interested in new construction, developments, or building their own home in your area, what resources can you point them to? What do they need to know?
- Discuss smart home features and recommend those that you and your clients love (i.e., video doorbells, electronic or keyless locks, alarm systems, smart thermostats, etc.
You know the best part about creating this type of content? It can be repurposed and reused to post on all your social media platforms!
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