To blog or not to blog? When I first contemplated having a real estate blog I had no idea what the purpose of a blog was.
The idea of starting a real estate blog was overwhelming…
Where should I start?
What kind of articles would I create?
How often do I need to write blog posts?
My goal of this post is to simplify what the purpose of having a real estate blog is so you can determine if it’s something you should pursue or not.
You need a real estate blog if you plan on CONSISTENTLY CREATING content with a goal of driving online traffic for additional lead generation.
If you plan on creating blogs every other month, I’m telling you right now that it is most likely not going to pan out for you.
The most important thing you must do to have a successful real estate blog is to be consistent at. It’s no different than this site, Real Estate Marketing Dude. I am blogging once a week and produce a podcast once a week for my site visitors. It has become a part of my overall marketing strategy to get my name out there.
You need a real estate blog if;
you want to commit to implementing a real online marketing strategy…
you want to create an advanced Facebook ads retargeting strategy…
you want to avoid having to rely on companies like Zillow for leads…
(there are many other reasons, but these are the biggest)
If you are going to start blogging, you will become familiar with the term content marketing.
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience- with the objective of driving profitable action.
So the goal is to educate the public. When you begin educating them and you are found through content you created, you will start attracting them. This diagram spells out the process a little further.
Here’s how it works;
1.) Create a great piece of content. My most popular piece of content on my real estate blog is about, “Chicago Closing Costs” (I own this keyword in my market, Google it and we’ll be #1.). In the blog post I outline ALL closing costs associated with buying or selling a house in Chicago to educate potential readers. My goal is to attract people who are searching for “closing costs” information in Chicago.
2.) Get your content distributed. Your content is meaningless unless people are able to find it. Your real estate blog is where your content will live so you must distribute it so people come back to your site. For example, I would create a Facebook ad targeting people who are “likely to move”, optimize my article for search(SEO), send it to my entire database via email, and post on all my social media accounts. My goal is to get it read by as many people as possible!
3.) Create Conversation. The only goal of the content I create for my real estate blog is to create a conversation. Conversations lead to engagement which leads to education which leads to trust which leads to rapport which leads to conversion.
4.) Earn Trust & Establish Your Authority. This happens naturally as long as your content is good and answers someone’s question. Think about the last time you searched on google to get an answer to a question you had. When you found the answer, I bet you thought whoever the source you got it from was an expert. People want to do business with experts.
Overall, creating a real estate blog has a couple of goals.
1.) Drive traffic to my website. I have to consistently create content to keep my name in front of my:
people who are likely to need my services
and so on…
Creating content gives me a reason to market my brand so I’m not constantly promoting the same thing.
2.) Build authority. I was at a marketing conference and was watching Marcus Sheridan speak who is a complete bad ass. He gave the best Braveheart speech I ever saw. In summary he said something along the lines of;
“If you want to be good at content marketing then help Google find the answers people are looking for. Become Google’s best friend by creating content people search for and Google will reward you with placement, which leads to more traffic”
BOOM! It sunk in. Become the Google of real estate. When you create and educate people on content they are looking for, you are easier to be found, and then you become the expert. People are attracted to experts.
3.) Establish trust. Having a real estate blog allows your authenticity to come out. What attracts people to working with you is your authenticity. People want to know that they are working with a human being, not a blood sucking commission based salesperson. It gives you the ability to put your own twist on things. This humanizes your brand. People who contact me off my blog, already feel like they know me because I let my personality shine.
Throughout my real estate blog, I like to use video because it allows me to connect with people further and get them to know me. The truth is that people will decide in the first ten seconds whether or not they would like working with you.
My blog, Chicago Real Estate Dude, is very real. I am a “dude” and that’s what you’ll get. I talk and write like one. Sure, some people are going to be turned off by it and might even think I’m unprofessional, but that’s totally fine. I’d rather focus my personality towards people who I’d get along with. It works out great!
Your real estate blog is just another way to sell your services without having to say how awesome you are. This way you can earn their respect.
You might like to also read this article:
What Skills Do You Need To Run A Real Estate Blog?
If you have never blogged before there will be a learning curve to it just like anything else. To simplify things, running a real estate blog is all about writing and creating content.
You don’t need to be Shakespeare, but you do need some personality with it. Think about connecting and not selling. It’s important to be yourself and write how you talk. Don’t put a front on and be natural. Donald Trump didn’t win the presidency being someone he’s not. He did it through the power of authenticity and branding. You need to do the same thing.
I would also suggest some basic copywriting skills. You will also need to know how to create simple images to liven up your real estate blog posts, which you can do on a site like Canva. You want to get familiar with how others write and layout their content so that it’s easily consumable.
The last thing I would tell you that’s very important is that you should know about keyword research. You want to create content on questions people are searching for. You then need to define a keyword you are trying to rank for and make sure it’s sprinkled throughout your blog post.
I can write another article on this section, but I’d recommend reading the blog on Easy Agent Pro website. You can learn quite a bit from it..
I hope this article simplified what a real estate blog is for. Feel free to share it amongst your friends and help me get the word out!