Today, blogging looks a lot different than it did back in 2007, when the platform was just beginning to take off. Successful bloggers don’t choose blog topics on a whim. They think strategically and develop pillar content that their target audience will come back to again and again.
Real estate bloggers should be less concerned with whether the same post already exists (it does) than with how they can be more informative and helpful than their competition. Your personality is likely the thing that your clients connect with, and your blog is another place where you can let it shine.
Pillar content refers to those evergreen posts that never get old because they are always timely. Think about those questions that you’ve had to answer a hundred, if not thousands of times—that’s your pillar content. Wouldn’t it be nice if you could direct your clients to a blog post or, better yet, they discovered the answer on your website rather than you having to constantly repeat yourself?
This should really make up the bulk of your content. The possibilities are endless, and you could easily come up with an entire year’s worth of content with only a few hours of brainstorming.
Here are some examples: You could provide your readers with a list of questions they should ask when interviewing a realtor, the steps to becoming a real estate investor, real estate facts all first-time homeowners should know, steps new parents should take to prepare their home for a baby, recommended vendors for home maintenance, or common real estate terms defined.
You could explain to your readers what they need to know about home staging, which home renovations add the most value to their home, how to research schools or crime rates in specific neighborhoods, what a home association is, or how to start flipping houses and buying foreclosures.
Sometimes realtors work with a client for years before they are ready to buy a home. Personal finance blogs are a thing for a reason. People want to see exactly how someone else achieved a shared goal. If you have a close relationship with a client who you helped become a homeowner, consider interviewing this client and writing up a case study that shows exactly how the two of you worked together to achieve this goal.
Or maybe you helped a client sell their house for much more than they were expecting by conducting a series of small and inexpensive renovations. Tell your readers how you did it.
Your clients are likely new to the area. Inform them about upcoming community events or mom-and-pop shops they may have never heard of. Are there hiking trails or parks nearby? What’s the best place to grab a cup of coffee before work or a beer after? You can spotlight these places regularly as a monthly series.
There are plenty of real estate news outlets that will be posting about the state of the market—but they won’t be talking about your specific community, and that’s where your blog comes in.
Of course, if you only blog about community functions or properties on the market, then as soon as that event is over or that listing is sold, your content ceases being useful.
The best real estate blogs balance their content by posting a little about all the above. Maintaining a high-quality blog means your prospective clients don’t need to visit several websites to have their questions answered because you’ve done the work for them. It’s a tool that helps you make a great first impression.
If you still need help coming up with blog topics for your real estate blog, consider sending a survey out to your clients. You can send it via email and post it on social media. Ask your clients what real estate problems they need help solving and write your content with their responses in mind.