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5 minute read

You have the website: complete with an About page, current listings, and testimonials.

Maybe there’s even an informational section dedicated to your referral program. Digital presence activated—bring on the new clients!

Well, not so fast.

While vital pieces at play in your digital marketing efforts, the real value for any website is the content it boasts. The quality of your website’s content, after all, is what aids in the success of your digital assets to keep visitors on site and drive them towards your calls-to-action.

One of the best methods for achieving these aforementioned end goals is through blogging. From further establishing your credibility within your community to driving leads, building a real estate blog will serve as an essential tool for getting the most out of your website traffic.

Here’s why building (and maintaining) a real estate blog is worth your precious time:

Highlight Your Expertise

There’s no shortage of competition when it comes to today’s real estate industry. While word-of-mouth can be a reliable source for new business, it doesn’t negate the fact that most people engage in their own brand of thorough online research before ever making first contact. Because of this, you want to make sure you’re showcasing the best of not just your real estate business but of your real estate brand. Your real estate blog can play a role in doing just that.

The posts you create will provide you with the chance to dig even deeper into what differentiates your services and experience from that of your competition. Selling and/or buying a home is no small transaction after all and people are going to be hesitant about putting their trust into just anybody. The more you can showcase credibility as an agent in speaking to local market trends, the community, and the home-buying/selling process, the more trust you’ll build with prospective clients.

Jason Boon, Director at Richardson & Wrench Potts Point provides a weekly article to his market on local news, real estate trends & insights ->

Build Relationships with Other Industry Leaders

Authority is further established through connections you may choose to highlight through your real estate blog content. As you build momentum and awareness with your own created posts, you can begin to solicit material from others working in the real estate industry.

It may seem counter intuitive to talk up the services of other agents but if there’s enough differentiation in the audiences you each market to, there’s added value that comes from the additional traffic a guest post can drive to your site. If you’d rather not work with other agents, consider reaching out to contributors associated with other relevant fields to home-buying/selling, such as insurance agents, painters, mortgage brokers, and landscapers. Use these types of partnerships to cross-promote your content on their marketing channels as well, for added exposure. is an initiative by Noel Jones Blackburn, Mitcham & Wantirna – where local homeowners get trending real estate content and advice to make more informed decisions.

Drive Leads

When it’s all said and done, you want your digital marketing efforts to result in leads—people you can further target and drive towards signing the dotted line. The content created for your real estate blog is no exception to this.

Anything written for your real estate blog should serve a clear purpose in conjunction with other marketing initiatives being run. For example, maybe you use certain real estate blog topics to build out subject matter for a weekly newsletter sent to an active email database. Or, maybe you repurpose one of your most highly trafficked posts into a gated, more robust piece of content people must enter their emails for in order to download.

Importantly, don’t just post it and forget it—connect the dots and draw value from the real estate blog posts you’re creating across as many channel touch points as possible.

Adrian Bo, McGrath

4 Steps for Launching Your Real Estate Blog

It may seem like a daunting task at the get go, but once up and moving with an overall vision and schedule, the pieces easily fall into place.

Here are 4 steps to follow when getting your real estate blog off the ground.

1. Find your Niche

Your blogging efforts shouldn’t result in copy and pasting from counterparts. With every post, strive to provide value to your readers with perspectives they won’t find anywhere else. This means narrowing in on unique aspects of your business that help you standout from the crowd: such as location, background, personal touch, and process.

2. Choose a Web Host

Once you know what to write, it’s time to decide where it’ll be hosted. Some things you’ll want to consider before making a decision would be cost, capabilities, website integration, customization, ease of use and more.

There are a number of free blogging platform options, such as WordPress, Wix and Weebly. Many of these are built for the beginning in mind and provide a variety of templates to get your blog off the ground and running relatively quickly. Or, if you’re looking for something more robust, consider our Agent Marketing Cloud personal agent websites, which includes all the tools you need to build your real estate blog.

3. Include Visuals

You may be tempted to fill pages upon pages of your blog with nothing but text. Doing so however, is a surefire way to lose readers and increase your bounce rate. Be conscious of the formatting for each of your blog posts and incorporate visuals whenever possible.

If you’re on a budget, take advantage of easy-to-use, online tools for DIY graphics and additional media. At the very least, consider building out a template for header imagery that can be easily tweaked based on the subject matter of each post.

4. Circulate and Promote

With the content written, formatted, and scheduled, it’s time to get it in front of the right eyeballs. ‘Build a blog and they will come’ is not a strategy. You need to promote it.

Your social media channels will be a no-brainer for keeping followers up to date and driving traffic to specific posts. If you regularly send messages to your email subscribers, incorporate links to update blog content, along with sneak previews to help drive clicks. You may even choose to put additional money behind your most quality of pieces through social advertising.

Interested in learning more about what it takes to develop your digital marketing strategy within the real estate industry?

Check out our Agent Marketing Cloud platform today.

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