How to Start Your Own Real Estate Blog

Real estate blogs are now a must have for serious real estate agents. Fortunately, they couldn’t be easier to set up, and they’re free! Many agents now use their blog as their main real estate site, saving them hundreds of dollars a year and avoiding the hassle of maintaining both a website and a blog.

Step 1: Plan it out. What areas and topics do you want your blog to cover? What would you like to name your blog? You want your blog to cover broad enough topics that you can reach new clients. But you don’t want to be overly broad or you’ll be competing against larger, more entrenched blogs. Also, the more you focus on a smaller area the more of a local expert you will appear.

For most small towns, consider a blog covering your entire region. If you are in a larger city, you may want to focus on that city only. It’s not recommended to focus your blog on just one neighborhood, as it may be hard to consistently write new content if there is not that much news to report for that neighborhood.

Step 2: Sign up for an account at one of the major free blog providers, such as wordpress, blogger, or posterous. They’re all very easy to set up, usually it is only a 2-3 step process where you enter you username and email address, then pick a name for your blog. And, of course, it’s all free.

Step 3: Set up your blog. Before writing your first post, you should click on the “pages” section and edit your “about” page. You can also add additional pages, for example if you want to include a testimonials page or a local resources page. “Pages” are different from “posts”, because a page is a permanent page that is linked right from you homepage, just as you see with regular real estate websites.

“Posts” are what you write every 1-2 days, which slowly move down the page as your write more. Posts are great for day to day news, and pages are great for permanent important information you want your visitors to see.

Step 3: Check out your competition. Type your area (ex “Boston real estate” or “Boston real estate blog”) into Google, and read the top blogs that you find. That should help give you an idea of the type of content readers are looking for, Take your time on this step and really get a feel for the style of writing (short – lots of dashes – lots of line breaks) that people like on the internet.

Also see which posts get the most comments, and that will give you an idea of what topics readers care most about.

Step 4: Start writing! Blogs only work if you write several blog posts a week, at least 2-3. You won’t see much response at first, but if you consistently write for 3-4 months you should start to see a few comments from visitors, and then it’s only a matter of time until you generate your first lead from your blog!

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Real Estate Blogging – What to Write About

Are you putting off blogging for your real estate business because you don’t know what to say?

There really are an unlimited number of topics that fit well on a real estate blog.

Start with market conditions.

If you have access to local statistics, use them to create interesting posts about how the market is doing from month to month, or how this year compares to other years. If you can get the figures, show your readers the ratios of “normal” sales to foreclosures and short sales.

This will not only demonstrate your knowledge of the market, it will help to set realistic expectations in your future listing clients.

Next you can write about specific places in your market – historical sites, fun places to visit, a great place to buy an old-fashioned ice cream soda, etc.

And here’s a good traffic-building hint: When you do write about a business (in a complimentary fashion, of course) get that business owner’s e-mail address and send him or her a link to your blog.

Unless that owner has no clue about the power of viral marketing, he or she will forward that link to friends, family, and perhaps even other customers – drawing more eyes to your blog.

You can also write about local events:

Is a neighborhood holding a 30-family yard sale next week-end? Write about it.
Will the City sponsor a parade and fireworks on the 4th of July? Write about it.
Is a big craft fair coming up soon? Write about it.
And don’t forget the community events that are widely publicized by the Chamber of Commerce. You can write about them ahead of time, and then again after the event, complete with photos.
Last, but certainly not least, you can give tips on home repairs, staging, landscaping, how to get a home ready to be shown, etc. for sellers. For buyers you can write about preparing for a day of viewing homes, red flags to look for when touring homes, how to decide your top buying price, and much, much more.

I know, time is an issue for all busy real estate agents, so you may have to put your writing time in your day planner as an appointment with yourself. One good thing to remember is that when you get on a roll with writing, you can go ahead and write many posts at once, then schedule them to appear on your blog on different days.

You should aim for at least two posts per week – more if you become inspired and can find more writing time.

If you simply can’t write or can’t find enough quiet time to get it done, you can hire it done. But if you do choose to have a writer create your blog posts, let that writer see enough of your work to be able to “copy” your tone and attitude. You do want your blog to sound like you!

Marte Cliff is a Freelance Copywriter and former real estate broker who specializes in writing for real estate and related industries.

She’ll help you with one letter, or an entire marketing plan. For Real estate agents and brokers who are ready to get full value from their websites, she offers web copywriting and lead generation packages. She also offers pre-written prospecting letters to let busy agents connect with Short Sale Prospects, FSBO sellers, and Expired Listings. You can learn about those letters at

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