How is your real estate blogging doing when it comes to generating commissions? If you are real estate blogging, it is doubtful that you’re spending the time and effort just to have something to do when you’re bored. The reason for your website and real estate blog is to generate business and get you to the closing table for a commission.
There are two top-level types of content on your website, static and blog posts. Your static content is the stuff that pretty much stays the same, while your blog is where you can address timely issues, new developments, and other current events and information.
Truth #1: SEO is Only Part of the Picture
You should put effort into creating your static content with SEO, Search Engine Optimization, top-of-mind. It’s the content that stays out there, rarely changes, and hopefully is getting indexed for decent search engine results positioning.
Action #1: Change Your Focus with Real Estate Blogging
When it comes to your real estate blogging, SEO is part of the picture, but you can move it down on your priority list. If you’re doing your planning well and coming up with real estate blog post ideas that will be of interest to your site visitors, SEO will come naturally because your content will have more focused key phrases.
Example: Static Content – “Steps in the Real Estate Closing Process,” while Blog Content – “New Rules Force Closing Table Changes.” The difference is that there is some new rule, such as the many that came into play after the mortgage and housing crash. Your blog post is discussing something new rather than the basic closing process stuff.
Truth #2: It Isn't Difficult to Come Up with New Blog Post Ideas
One of the top reasons many real estate professionals either do not blog or they do so sporadically is that they do not see new content idea possibilities. They’re thinking “statically” instead of “recently.”
Action #2: Start Thinking "What's Happening?"
Start paying attention to what is going on around you in your local real estate market. Sure, the great old standby sold property reports and market statistics will always be great for blog posts. However, what about the local planning and zoning meeting this week? What are they going to be discussing, as it’s almost always related to real estate? Think like a reporter sniffing out a news scoop. Maybe there’s a news item about a new major shopping mall in planning stages. What can you learn about the location and give your opinion as to how it will affect nearby home prices?
Truth #3: It Won't Happen Without a Plan
First, you’re not going to just stumble across real estate blogging ideas. Sure, maybe now and then someone will call you up and give you a “scoop,” but that will be rare. You’re going to have to be proactive in developing a plan to collect ideas to keep ahead of your real estate blogging schedule. You should be posting at a bare minimum once each week, preferably more often.
Action #3: Formalize a Plan & Stick to It
Some would call it an “editorial calendar,” but whatever you call it, you need to take a calendar and note ahead when you are going to post well into the future. If it’s once each week, put that on the calendar every week going months ahead. Now you have your reminder to do what is necessary, but that’s just the scheduling.
Next, you want to start putting a post title/idea with each calendar event note, keeping at least a few weeks ahead. This gives you time to think about the next post and gather some information or current events news about it. Sometimes you’ll move them around if something more current comes up, as you’ll want to blog about current topics in the news and of interest.
Reporter Style Blogging Builds Traffic
Consistently blogging about real estate related news and events in your local market area will be of interest to your site visitors. Couple that with an email subscription to a newsletter made up of recent posts, and you’ll be reaching prospects regularly, and that will generate leads and build business. That’s real estate blogging for dollars.