If you’re a new or seasoned real estate agent, I’m sure you’ve been told more than once that creating a website and starting a blog is a must-do. And I’m sure you’ve also heard how creating content will help bring in clients. A word of caution, among the million other things you “must do,” blogging can be a treacherous path to navigate.

One of the most dangerous things I have heard about blogging is that “The Best Content Always Wins.” That precise logic leads many real estate agents to blindly focus on creating more and more content; when results don’t roll in the way they expect, they try to make their content better and create even more content, and so on. And when results for this excellent content still don’t materialize – regardless of how much (blood, sweat, and tears) time, effort, and perhaps even loads of money they poured into creating it, that’s where the danger peaks its ugly head out.

– and you find yourself heading straight toward that brick wall called “frustration.” I get it; I’ve been there too.

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Remember, content marketing or “blogging” for your real estate business is never “just” about creating great content.


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The thing is

If you get everything else in place that is a part of blogging, you do not need that much content. You can reach a high level of “success” with content that serves your audience – not necessarily the best content out there, but the content that your audience yearns to digest.

Do you see the difference?

No, okay, stick with me a little bit longer.

If you have a blogging strategy, clear goals, and a plan for getting there, you can act and create the content that will get you results – the results that you hope to achieve with your blogging.

When most people start blogging, they blindly begin creating content, and it’s only after the results don’t become evident that they ask, “…why are things falling apart, and what can I do about it?” 

I’ve tried the not-so-targeted content creation approach, and when I finally made a plan and created a strategy for my blogging, I did regret the time wasted. However, I’m thankful for the newly found success because I would have never achieved it without committing to change – and following a well-thought-out plan.

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Sound advice

From time to time while I’m writing a blog, I imagine one of my English teachers on my shoulder saying to me, “…remember the basics,” “…less is more,” or “…did you include the ‘Who,’ ‘What,’ ‘Where,’ ‘When,’ and ‘How’s’ ?” I don’t profess to be an English scholar, but I know a thing or two about doing things the “hard way.”

So, if you’re interested in hearing more advice about the strategic blogging approach, read on.

Exceptional content creation

To go about exceptional content creation for your real estate blog, you must employ a system to see what is lacking within your blogging strategy. As a real estate agent, I understand the importance of creating remarkable and quality content. It is a must for any real estate professional trying to attract visitors to their website, an invaluable tool to help grow your business.

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Let’s examine a few critical building blocks

You need to establish your goals

Determining what you want to achieve with your blogging efforts should be the first thing you do when starting a blog. Think of your goals as a destination on a road trip. Even with today’s extensive mapping apps, you won’t get anywhere if you haven’t decided where you are going. Likewise, you need to determine the goal of your content, or your content will not get you to your destination.

For example, if you want to sell real estate to a first-time homebuyer, your goal should be creating content that appeals to a person who has never purchased a home. If you want to sell real estate to a person looking to buy a second home, then your goal should be to create content that appeals to a person with some experience purchasing a home – which is, of course, a different set of concerns.

You need to define who your target audience is

Real estate is all about relationships with the people that you help. So it’s essential to know what represents your “ideal client” and what they want to know.

Okay, so you’ve probably heard the term customer avatar before, but what does it mean? Your avatar is a hypothetical representation of your perfect client. An avatar can be a real-life person that you know, or it can be a collection of characteristics. As a real estate agent, your avatar should be a character who wants to sell or buy a home. Your customer avatar should have background information such as gender, hobbies, family, career, education, and financial situation. The more details you input about this character, the better.

By knowing the details of your avatar, you can tailor your content creation to be more effective. Furthermore, defining your target audience can be used in many different situations, whether creating a promotional email to send or creating newsletters to deliver to customers within your farm – you have to define your target audience to be successful.

Only when you know who you want to reach can you decide where to find them and which content interests them – which is going to help you get to the next step.


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You need to determine what content will speak to your audience

Now that you’ve determined your target audience – what kind of content will you produce for them? You must evaluate “Why” and “How” your content speaks to your target audience?

Remember, you are blogging for your target audience’s consumption, which should be at the forefront of deciding on the content you intend to create. You must determine the type of content that will connect to your audience, which is not necessarily the type that will speak to you.

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Determine the relation between your content and your sales funnel

It’s important to consider what your goals are for your content and how that lines up with your sales funnel. You want customers to become lifelong clients and ambassadors eventually, and you want them to feel comfortable reaching out to you for help when they’re ready to buy or sell a home. Not all content will get you there, but by creating quality content related to your sales funnel, you can increase your chances of success.

For example? If I wanted to sell you a Twitter Optimization Course, content about Pinterest Optimization might not be the best way to do it – even though it may align with all other aspects of my blogging strategy.

Pro Tip: Remember to (ASQ)Answer a Specific Question for the client asking a specific real estate question.

Create a distribution plan

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Well, it is a list of things you must do after you create your “amazing” content, a list that will become your routine for every piece of content. Following this list for every bit of your content will tremendously increase your blogging success!
You can’t just rely on producing great content. You must set your content up for success and ensure your content gets adequately distributed.

A word of caution:

Attempting to get your real estate content into every distribution channel can be overwhelming and won’t necessarily result in quality engagement. Instead, focus on two or three channels at a time. Once you have a solid plan and routine in those channels, you can expand your efforts. A clear focus will give you the best results with less effort in the long run.

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Find a schedule

Remember that the most important thing you need to do for your blog is to find a schedule that works for you. That doesn’t mean you have to keep to that schedule forever, but it does mean that you should have one. Just like you’d never write a bunch of copy, put it in a drawer, and hope someone reads it – you must plan out what you’ll be doing and when. And I wouldn’t recommend that you plan to create one post every day if you still plan on actually selling real estate. Ensure you define a schedule that you can stick to and one that leaves time for all the other tasks – and don’t leave out time for relaxation, either.

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Pro Tip: Remember Time Blocking – time blocking allows you to reserve dedicated time for your blogging craft. By the way, I recommend that you stick to your schedule (and be honest with yourself) for at least a year before changing things.

Measure and optimize

No plan is set in stone, so keep an open mind and adjust your strategy accordingly. Evaluate your performance indicators and make decisions based on the data you collect. Be prepared to adjust, tweak and optimize. Don’t follow a plan that does not work just because you made it.

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Stay on it.

Creating a blog is not hard. Anyone can do it. The hard part is trying to keep it going. You’ll have your ups and downs, but never give up. Many bloggers give up far too early. According to one study, it takes 90 days to form a habit. It will likely take more than 90 days for people to get to know your blog, like yours, and establish your blog as a credible source they can trust.

It can take a little bit of time to start seeing results from your blog posts, especially if you are still working on building up your audience. As we mentioned earlier, you need to establish some goals. Also, a part of growing your blog is figuring out who your target audience is and what kind of content they desire. Once you have that figured out, you can create content designed to help your target audience move through the sales funnel. Schedule time each week to work on your blog; eventually, you will start seeing the expected results.

The above eight steps may seem like a lot of work – but you do it once. And when you follow a targeted approach, you will see results far quicker than you would by simply throwing out content piece after piece only to ignore the target audience and your distribution strategy.

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Are you still creating better, shinier content?

If so, ask yourself a few more questions, and once you determine the answers, you will have taken the “Danger” out of blogging.

  • What if you have the best content you can ever create? And what if your target audience is not interested in it?
  • Or if your audience never sees this “outstanding” content you created because your distribution failed?
  • What if you have that excellent content and you even manage to get some readers to it – and then it never converts any customers?

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In conclusion

Blogging and content management can be confusing and challenging, and you can’t expect to get it right the first time. Building a blog takes time, but with the right tools, it’s easier than you think.

Blogging is always about building: building a reputation, building an audience, and building trust.

Blogging is a powerful tool real estate business owners can harness to grow their businesses. Quality content can help you build your brand, increase traffic to your site, and build your reputation – but only if you create compelling, targeted content.

Unless you are a seasoned blogger, I suggest you find some great resources to help you write quality content. Many blogging platforms will help you create great content for your target audience, and the more you write and read, the better your articles will become. If you need some help, you can always hire a team to help you create quality content for your blog.

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Pro Tip: Think of your blog as a dynamic place that you regularly update with your progress and as a way to share your journey with your audience. Step back and think about what your target audience wants to read about. Find a unique angle that nobody else is talking about, and you’ll have a blog that’s just as successful as the leading experts in the real estate industry.

Thank you for reading. We are always excited when one of our posts can provide helpful information on a topic like this! We hope you can share your thoughts with us on this article in the comment section below, and we hope that you will continue to enjoy our blog and are excited to hear what you think of it!

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