Blogging for Real Estate Leads: How to Do It Right

Key highlights from this article:

  • Blogging for real estate leads could enhance your marketing program.
  • But blogging isn’t for everyone.
  • To succeed, you’ll need to publish a lot of quality content over time.

I’ve been involved with internet publishing for over 15 years, as both a full-time blogger and a consultant. In that time, I’ve learned that real estate blogging for leads can be an excellent addition to an agent’s marketing program. But there’s a right and a wrong way to go about it.

In this article, we will cover some of the techniques, strategies, and best practices for generating real estate leads through blogging.

“It’s My Only Form of Marketing These Days”

Quick story. One of my previous clients is a real estate agent in Austin, Texas. I started out by creating content for her real estate blog, and eventually switched into a coaching role. Now, she is fully independent with with her real estate blogging efforts and publishes two to three articles per week.

Today, this agent generates most of her real estate leads through blogging. “It’s my only form of marketing these days,” she informs me.

It goes like this: She publishes articles relating to her local real estate market, lifestyle, and related topics. People find those articles through search engines, social media, and other channels. Some of those people reach out to her with questions. Thus, she is blogging for real estate leads. Rinse and repeat!

I share this story because it illustrates the lead-generating potential of an effective real estate blogging program.

If you publish high-quality content related to your local housing market every week, people will begin to respond to it. Maybe they’ll email you with a few questions, or call you on the phone, or comment on one of your articles.

However it plays out, the point is that real estate blogging can help you generate leads from potential clients.

But something you need to know right up front is that blogging requires time and effort. We will talk more about that below. For now, just realize that it’s not a quick and easy solution for real estate marketing or lead generation. It’s a marathon — not a sprint.

Blogging for Real Estate Leads: 3 Things You’ll Need

If you want to engage in real estate blogging for lead generation, there are a few things you’ll need:

1. You need a blogging program.

First and foremost, you will need to have some kind of blog program installed on the website – or as a standalone site.

WordPress is by far the most popular blogging program available today. It also happens to be free, so it’s hard to beat. I’ve tried all of the different blog programs over the years, and WordPress is by far the best in my opinion. I’ve used it exclusively for well over a decade now.

Using a program like WordPress greatly simplifies the publishing process. Many real estate agents are hesitant to engage in real estate blogging because they think it is beyond their technical expertise. They think you have to be a web developer or “coder” to manage a real estate blog.

But that’s not true at all. Once the blogging program is installed, creating a post is as simple as typing it out and clicking the “publish” button. It really is that simple.

If you have the technical skills needed to create a Word document or send an email, you’re already capable of real estate blogging for leads.

2. You need blog topics to write about.

So, you get your WordPress program up and running, and you sit down to write your first article. Now what? What do you actually write about on your real estate blog?

Topic ideas are the next thing you will need to start blogging for lead generation and business growth.

You might want to start by reading my list of top real estate SEO keywords for agents. It’s a great place to begin your research and generate ideas.

Keyword research in Yahoo
Image: Yahoo’s auto-suggest feature in action

You could also use a keyword research tool such as Google’s Keyword Planner or Wordtracker. There are other options out there as well. These tools help you identify relevant keyword phrases that can help you attract potential clients to website.

For starters, I would encourage you to write about your local real estate market. Strive to create in-depth reports and updates about your local housing scene. This is one of the most important topics for someone who is blogging for real estate leads, because it helps you attract local home buyers and sellers to your site. And those are the people who are most likely to become your next clients.

(Again, see the linked article above about “top real estate SEO keywords.”)

3. You need to set aside some time.

You can pay someone to blog for you, or you can do it yourself. If you take the DIY route, you’ll need to carve out some time each week to write your content.

Blogging for real estate leads could transform your business over time. It could help you bring a steady stream of potential clients to your website. But there’s a time commitment needed to reach that point. There’s no way around that.

If you’re serious about blogging — and you want to write your own content — I highly recommend investing in dictation software. It can be a tremendous time-saver.

I use a program called Dragon Dictate, designed for Mac computers. (There are PC versions out there, as well.) This program allows me to speak my content directly into my blogging program. I simply open a new post, switch on the dictation program, and start talking.

The software basically “types” for me. I can write a blog post without once touching the keyboard, and then go back for a hands-on proofread. Pre-written notes with relevant data, statistics, and talking points allow me to dictate my way through an entire article.

Using this kind of program allows me to create a large volume of quality content in a fraction of the time. (BTW: You can also use these programs to create emails, Word documents, etc.) Consider this your real estate blogging geek-out tip of the day!

Part 2: The Advanced Class

Now that we’ve covered some of the things you need to start blogging for real estate leads, let’s shift gears and cover of the some best practices.

In part two of this two-part series, we’ll look at strategies you can use to get even better results from your blogging efforts. We will cover advanced topics such as keyword research, lead generation, and search engine optimization.

About the author: Brandon Cornett is a full-time real estate blogger and creator of the Home Buying Institute. Want better Google rankings? Check out Brandon's e-book on real estate search engine optimization!

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