How To Write Real Estate Content

how to write real estate content

Having some trouble writing new real estate content for your blog, website, or social profiles? 

You're not alone. 

It can be an awful pain (and time-sink) creating all those posts.

But there's good news too.

If you follow the framework below you'll have an above-average shot at success.

How To Find New Real Estate Content Ideas

If you want to avoid “blogger burnout” be sure you write about topics that people want to read.

There’s nothing worse than pouring your heart and soul into a new piece of content, only to see it crash and burn in a spectacular fashion.

Luckily, it’s within your control to stop this from happening.

You won’t be able to predict everything 100% of the time, but you can certainly improve your results if you follow the framework outlined here.

Follow these tried and true methodologies for an endless supply of real estate content ideas.

Competitor Analysis

real estate content analysis

It just so happens that a little “spying” can help your business grow leaps and bounds.

When you analyze the online competition you start to recognize patterns - it becomes clear what kind of content for real estate performs well and what doesn’t.

Keyword Research

Keyword research can seem more daunting than it really is.

When we talk about keyword research, we are referring to the searches coming through Google (among other search engines) and how they can be directed to your website in a relevant manner.

Many make the mistake of attempting to “rank” for highly competitive, and very broad search terms.

Consider the difference:

Real estate blog best practice

The first is very broad, and while it likely has a high search volume, the traffic will perform poorly.

Not to mention, it would be incredibly difficult to “rank” for in the first place.

The second, while much more specific, is easily attainable and will convert much better.

It all comes down to the specificity of the search.

Keyword Research Tools

So, how do you search for these keywords?

Here are some of the best tools for finding new blog ideas:

Now you can categorize these keyphrases based on difficulty, volume, commercial intent and more.

Congratulations!  You’re on your way to building your first keyword list!

Need Help?

Get a free strategy session with your next blog.

Real Estate Content Writing: Best Practices

Unless you’ve been paying very close attention, you may have missed out on these best practices.

How To Write Real Estate Blog Content


Ask to use images

More than a few agents have received an email from a lawyer explaining how they are illegally using a copyrighted image on their website.

professional real estate images

This is definitely a situation you want to avoid, but it can be difficult to determine what is acceptable to use and what isn’t.

For more information on that, you can check out this article from Lifehacker.

At the end of the day, the simplest thing is to either ask to use the image or to purchase one yourself - unless you have a flair for design of course.

Why you need images & infographics

There are plenty of studies indicating the importance of infographics in online content.

Here are a few statistics to keep in mind:

When you hear information you remember 10% of it 3 days later, when you add a picture that number jumps up to 65% of information retained. -(source:


37% of marketers said visual marketing was the most important form of content for their business, second only to blogging at 38%. (source)


Visual marketing is very important for increasing the number of people you’re able to “convert” into an email subscriber or phone call.

Not Feeling Artsy?

Get free HD images with your next blog.

Line Spacing

Line spacing helps users get to the end of the real estate content you create.

Compare these two paragraphs:


The first one is pretty hard to read. The lines aren’t broken up - which makes the sheer amount of text seem overwhelming.

In the second example (and in this post) you will notice a significant amount of line spacing. There is, in fact, a reason for this.

People are pressed for time these days and it can be hard to get them through the entirety of your post.

To solve this; aim for spacing your lines every 2-5 sentences tops.

Xavier De Buck sells luxury homes in Johannesburg and is incredibly active online. Take a look at his posts and you’ll notice a space following (almost) every sentence.

Little tricks like this can make your content much more digestible.


Plenty of studies have looked into the correlation between font choice and user retention.

But, as long as you aren’t using something “wild” you should be okay.

Serif, sans serif, times new roman, and courier are all safe bets.

This article by Kissmetrics discusses how typography affects conversions in greater detail.

Headings & Subheadings

real estate content formatting

Headings and subheadings help your blog in two ways:

First, it improves the readability of your article - allowing a user to quickly and easily browse through each section.

Second, you can use these headings (but don’t overdo it) to optimize your posts for local SEO purposes.

This is done via “tags” and we’ll talk about that in further detail below.

Kyle Hiscock, Rochester real estate agent, uses subheadings effectively in all his posts. He even alters the heading colors to split his content into bite-sized chunks.

Take a look at his post on reasons homebuyers can’t get a mortgage for an example.


Tags are pretty easy to wrap your head around.

They are really just properties that search engines utilize to interpret your website’s content - which is essential for driving highly targeted traffic.

There are 3 main types of tags you need to worry about.

1. Title Tags

These specify the title of a web page being viewed in the search engine results pages (SERPs) i.e. the clickable link you see in Google.

Here’s an example when you search for our real estate marketing company.

Real Estate Marketing

Try to include the exact keyword your page is targeting in your title tag.

2. Heading Tags

Heading tags are also known as H1, H2, and H3 tags. They describe the headings and subheadings found on your pages. Refer to headings & subheadings above for more info.

3. Image Alt Tags

An alt tag is used to describe the images & graphics on your web page(s) to the search engines.


You need to link out to others in your posts to capitalize on one of the most important SEO metrics: backlinks.

A backlink is earned whenever a 3rd party website (not affiliated with you) links back to content on your webpages.

backlinks for seo

The number of backlinks pointing to your page (vs. that of the competition) determines who “ranks” where in the search engines.

Now, keep in mind that this explanation is highly simplified. You can’t rely on sheer volume with backlinks, you have to consider their quality too.

A link from Forbes is significantly more powerful than a link from a small-time blogger.

Relevance is a factor too - links from a cooking site will have an underwhelming effect on an agent’s or broker’s blog.

Knowing all of this, it would be wise to mention as many (relevant) people as possible when building your content.

Bill Gassett sells homes in Metrowest MA and has been earning backlinks for a long time.

It’s one of the primary reasons his website ranks so well in Google.

You might be asking yourself: Wait, how does linking out to others help me?

It can certainly seem counterintuitive, but all will become clear in the next section which is devoted to promoting your real estate content…(move down to promo section?)

For now, let’s discuss some additional SEO factors.

Local Optimization

Dominate Your NeighbourhoodThis is one of the most important things for realty professionals to consider.

Anita Clark, a real estate agent in Warner Robins GA knows the value of local optimization.

She says: "One of the easiest ways to attract and keep local consumers on your site is to provide key demographics about the city/community."

Optimizing locally helps improve the relevance of your web traffic - thus improving the amount of business you generate through your site.

Always consider your service area when optimizing a real estate blog - it’s pointless to name your heading tag using a keyword that focuses on your state and not your neighborhood.

From this point forward you want to be as specific as possible.

Keyword Mapping

Keyword mapping refers to the strategic placement of keywords throughout the copy of your webpages.

You might not know this, but it’s incredibly important that you don’t overdo it.

If your exact keyword is: “best (your neighborhood) real estate agent” and you have 2000 words on a single page, writing the exact phrase more than 3 or 4 times will actually penalize you.

This is known as keyword stuffing, and used to be the easiest way to rank your pages. Google got wise to this quite some time ago and will purposefully not rank your site if you do this.

How to overcome?

This is where the importance of keyword research comes in...

While it is not acceptable to place the exact phrase too many times, it is acceptable to use “related” phrases.

These are phrases that you would naturally use anyways, but you can easily search for these yourself by typing out part of your query into the Google search bar.

Here’s an example using the partial phrase: “Boca Raton real estate ag”

It won’t all be relevant to you (i.e. “agent arrested”) but you will find popular related terms that are worth a shot.

In addition to the search bar, most of the tools mentioned in the keyword research section will actually list these related phrases for you.

The importance of social media

It’s important to be social.

Jack Otto knows this well - considering the fact that he is the top real estate agent in Washington based on social media activity. (Source: Mondinion)

So here’s a neat trick...

And it’s so easy that you have no excuse not to do it.

Social Sharing Buttons

By adding sharing buttons you can give “legs” to your content.

Why invest all of that time into crafting something amazing, only to have it fall flat on it’s face?

Install this WordPress plugin to help stop that from happening:

Sharing buttons need to be standard for every single post and page on your website.

How To Promote Your Real Estate Blog

Before we begin, check out our big resource on how to generate real estate leads - there are 100+ methods inside.

Actively marketing your posts is incredibly important, in fact, it’s likely true that the majority of articles flop due to a lack of promotion.

Most people think they’re finished once they hit publish, if only that were the case!

In reality, your work has just begun.

But don’t worry. If you follow the guideline below you’ll get as many eyes on your work as possible.

Real Estate Blog Promotion

Want us to promote your posts for you?

Check out our affordable blogging & promo packages right here.

Social Media Groups: Facebook, LinkedIn, Pinterest, Instagram, Google+

Social media is essential for getting your real estate content marketing efforts off the ground.

You already know that posting to your own profile(s) is a must, but you’ll have to put in more effort than that if you want your content to be a success.

Wendy Weir is a relocation specialist that has been selling homes in Birmingham, MI for years.

She keeps incredibly active on her social profiles, which is part of the reason she has such a large audience today.

Or take a look at Paul Sian who uses social media as a way to capture leads for his Cincinnati & Northern Kentucky real estate blog.

Relevant social groups can drive a ton of targeted traffic your way.

One Caveat For Driving Social Traffic

You have to avoid spamming at all costs.

As a general rule of thumb you should never post your content in a new group without adding anything to the discussion already taking place.

The funny thing is, if you can work your posts into an answer about a specific question or discussion, your post will be clicked/liked/shared by way more people anyways.

Follow these pro social media real estate accounts to see how it’s done.

Reaching out to influencers

Reach out to real estate influencers

Another thing that every successful realty blogger has in common is the fact that they build relationships with the online community.

They cater not only to potential clients, but reach out to each other too.

One of the best ways to start is by emailing agents or brokers in your State (or province) that have already built successful followings.

Request a quote from them, or mention them in your blog and then contact them.

You will be surprised at how many people actually repost your articles this way.

Submit your articles

The internet is a massive place and a lot of those places are hungry for good content from up-and-coming bloggers.

When you submit your articles to these sites you not only earn a backlink, but you get referral traffic too.

The goal is to find medium to high traffic sites with highly-targeted users.

Submit your article to websites like to get started!

Online Real Estate Communities & Forums

The web is filled with active communities that are devoted to finding and discussing real estate content of all shapes and sizes.

The usual suspects are Reddit, Quora, and Activerain.

You can always search Meetup and Eventbrite for local events that are organized online but attended in-person.

Finding groups with Google search operators

If you’re having difficulty finding local communities (which can happen to agents in small towns) you can still make use of the internet by utilizing a few Google search operators.

It’s actually pretty simple. You modify your search to include specific phrases, and then filter by date to find some recent posts.

Here’s a few modifiers to use when searching for active real estate communities online:

To search for an exact match: surround your search with “ ”.

Ex.Real estate events

Use related: to find similar websites.


Now click on the “Tools” button and select the dropdown that says “Anytime”.

Sort your results and you can look for the most recent questions in your area.

Real Estate Blog Promo Techniques

Here’s a complete list of operators to refine your web searches.

Local Papers & Blogs

content marketing strategy - newspaper

Do you get a local newspaper to your door? Most people do, and most agents spend good money advertising in these papers.

But why do that when you can access their audience for free?

Take a look at their website and see if they’re open to receiving articles from you.

It’s important to position yourself as a local expert here, and if you do a good enough job they might even include you in their print copy too!

Stay Consistent

Some bloggers have been at this for a long time, so you’ll need to be consistent until you see the same level of success.

Kevin Vitali is a Tewksbury MA RealtorⓇ that has been consistently writing for years.

Take a look at his Massachusetts real estate blog to see how frequently he posts new content.

The lesson?

You have to match his work ethic if you want to get your name out there!

How to get leads from your real estate content

The most important metric to pay attention to is not the amount of visits your post receives, but the amount of leads it generates.

At the end of the day, you have a business to run, and thus 10 leads from 100 visitors is better than 5 leads from 1,000 visitors.

There are 2 simple ways to improve the number of people opting-in to contact you, i.e. improve your conversion rate.

1. Relevant Traffic

You can analyze the users visiting your website by making use of Google Analytics.

Follow their guide to installation and you’ll be able to see where your best-performing traffic comes from.

2. Targeted Content & Opt-Ins

The idea is to write content and align an “opt-in offer” as closely to your post as possible.

For instance, let’s say you draft an article entitled: “25 Things to Know Before Buying Your First Home”.

A good opt-in offer might be a downloadable checklist of the 25 things to know.

Something that might work better is a “guide” to purchasing a home in the area, complete with a market report and analysis.

Or, you might even find that you convert users best with a unique service offering, such as a free home evaluation.

Ron Feir sells Las Vegas homes and has an excellent example of a compelling opt-in offer.

He offers a free 100+ page downloadable relocation guide and dives into neighborhoods, restaurants, casinos and more.


If that's not a compelling reason to give up your email address then I don't know what is.

Also, consider how targeted that list of people will be.

Odds are, whoever downloads the eBook is actually pretty interested in moving.


Bonus: Design Matters

This is something that’s difficult to fix but can potentially work wonders on your site.

Cluttered designs - i.e. a site with far too many buttons to click, forms to fill, or text to read will convert poorly.

This is something that you’ll see far too often in real estate.

Consider the amount of traffic that is being diluted to unoptimized pages this way.

You don’t want to detract visitors from your goal - which is collecting email addresses and receiving phone calls.

Make those two things the priority on every page.

Want to automate your real estate blogging efforts?

We can write your blogs, optimize them for local search, and even promote them for you!

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