Real Estate Marketing Academy

Write a Great Real Estate Blog Post in 12 Steps [Free Worksheet]

By Sandra Manzanares


Write a Great Real Estate Blog Post in 12 Steps [Free Worksheet]Blogging is hard. At least that’s the common mantra. You may have hit a wall when it comes to blogging for any number of reasons: you’re not confident in your writing, you don’t know what to write about, you started blogging and then it fell off your priorities, you have writer’s block, and … the list goes on. Abandoning blogging may seem like the easy thing to do, but here’s the thing: If you’re hoping to gain valuable organic traffic to your real estate website, acquire leads who trust your expertise, and convert them into customers, blogging is a must-do.

Want proof? According to the National Association of Realtors’ Home Buyer and Seller Generational Trends Report 2015, 12% of home buyers’ first step was looking online for information about the home buying process, and that number increases to 17% for millennials. Furthermore, 70% of consumers prefer getting to know a company via articles rather than ads. Successful online real estate marketer Bill Gassett even gave real estate blogs priority number one in his formula for creating a strong online presence.

The key is to not think of blogging like a trek up Mount Everest. To help you, we’ve put together a step-by-step guide on how to write a blog post for real estate to show you the simplest way to put together compelling posts for your website. We’ve also included a handy worksheet so you can work through all of the small details and bring your content creation time down to minutes, making it easier to keep up with your blogging and use it to gain real benefits.

Organizing Your Real Estate Blog Post

Organizing your blog post before your start writing may seem like extra work, but once you’ve gone through the steps, you’ll find it much easier to just fill in the details when it’s time to create. Use our Real Estate Blog Prep Worksheet to get started and use it along with this post.

Write a Great Real Estate Blog Post in 12 Steps [Free Worksheet]

1. What’s the topic I want to write about?

So, what do you want to discuss in your blog post? This is the first logical step, but often the one that trips people up most. At the most basic level, topics will fall into two major camps:

  • What your leads and clients care about: Includes most-searched keyword phrases in your area, the questions leads ask the most, the types of pain points your niche faces as they search for an agent or properties, the types of homes/areas they are seeking, the logistics of buying or selling a home, market statistics, etc. It’s also prudent that you look at your website’s analytics to see what the top visited posts in the past are and how long users stay on those pages. You can deduce from there the most popular topics that you should explore further.
  • What you care about: These are things you know well that are relevant to the market, local area, or real estate transactions, but can also include things that you may want to explore further but haven’t explored yet that would be useful to your customers before they even know to look for it (e.g. a new app or resource that can help their journey).

Ideally, a post fulfills both at the same time. And always keep your leads and clients top-of-mind. If they don’t care about it, it won’t be useful to have on your blog. Still having trouble finding your topic? Learn how to find inspiration by using a content curation tool, or try one of our 101 real estate blog ideas on for size.

Areas of the Blog Prep Worksheet to fill out in this step:

  • Topic
  • What pain point your topic addresses

2. How will I focus my post?

Since you likely don’t have the time to write an encyclopedia’s worth of copy on the topic (and your users likely won’t have the time to read that much), you must hone your angle for this post specifically.

If you’ve written about this topic before, how will this post be unique? Think about an area of the older post that was of particular interest, generated questions, or was too complex to provide loads of explanation. Use this new post to hyper-focus on those areas.

If you haven’t written about this before, focus on the critical aspect you or your clients find most interesting. If the topic is about how to buy your first home (a very involved process), think about topics like the Top 10 Critical Must-Haves in Your First Home That Are Great for Resell Value, How to Find a Neighborhood That Will Offer the Best Schools, or Why You Shouldn’t Use Your Entire Approved Loan Amount. Focus on introducing your angle in your post’s introduction so your reader will have a strong sense of what the post will be about.

Areas of the Blog Prep Worksheet to fill out in this step:

  • The main angle of your article

3. What’s the goal of my post?

This is different than the angle you chose in the last step in that this is the goal you’re trying to achieve. Let’s say the angle of your first-time home buying blog post is ‘Top 10 Critical Must-Haves in Your First Home That Are Great for Resell Value,’ then your goal is to educate your lead on the necessary items they need to look for as they search. The easiest way to define your goal is to fill in the blank: “By the end of this post, I want my reader to know/be able to ____________.” (This will come into play later as you check over your post.)

Areas of the Blog Prep Worksheet to fill out in this step:

  • End-of-post goal

4. What do I already know about this topic?

The best thing about blogging for business is the ability to showcase your value as an agent or broker. Leads are craving for a glimpse into your expertise. Think of blogging as an extension of your customer service: It should feel natural — as if you’re speaking directly to the reader about what you already know. Write down a list of the things you know well about the topic. Revisit these points during the brainstorming and writing process so your knowledge will become the bulk of your post.

Areas of the Blog Prep Worksheet to fill out in this step:

  • What I know about this topicWrite a Great Real Estate Blog Post in 12 Steps [Free Worksheet]

5. What more do I need to learn about this topic?

Many times, real estate agents and brokers don’t create content because they’re afraid they don’t know enough about a topic to write about it. While it’s wonderful to have a post that’s filled only with your existing insights, you should never put off writing with this excuse. Instead, dedicate some time to doing research. Instead of going down the internet rabbit hole of information, brainstorm first the things you don’t know, like a statistic you need to prove why your opinion is valid or a point you need to describe better, but requires more clarification.

In this step, write down a few of your most pressing questions on the topic, google them, look at a few reputable sources, add in the necessary info, and keep moving along in the process.

Areas of the Blog Prep Worksheet to fill out in this step:

  • Things I need to learn more about to complete the post

6. After research, what new information will I bring into the post?

After doing some research for your post, it’s time to capture a few new details that you’ll integrate into your post to really drive home your point. This isn’t necessary in every post, but it can only bolster your point of view for the reader. This can mean linking to outside sources who can speak authoritatively on the subject, adding in statistics you find, or even including a graphic published by someone else. If you choose this route, you must always cite and link the original source or creator. Do this well, and it can make you a well-researched writer.

Areas of the Blog Prep Worksheet to fill out in this step:

  • New and outside information I will include

7. What are my main points?

Blog posts should feel personal and relatable, but they should also feel polished. To create a solid real estate blog post that isn’t just a series of ramblings, you have to pick a few key points you will make in your post. Try not to go overboard here: three to five points is fine (unless your post is list-based, where the points will reflect the amount of listed items you’d like), and make sure they relate to your angle and your goal (which you set above). When breaking up your post, you can also use these main points as paragraph headers to call attention to what each section of your post is about.

Areas of the Blog Prep Worksheet to fill out in this step:

  • The main points of my article

8. How long should my post be? (And other thoughtful questions about your post.)

There’s no one-size-fits-all rule for how long your post should be, other than “long enough to get the point across.” You should be helpful, but not exhausting. Check your website analytics and see how long people typically stay on your posts or pages: If it’s short, don’t write a novel; if the time on a post or page is more than a couple of minutes, you’re good to write a bit longer. But as you develop consistency, you can play around with length and see what works best. If you’re just starting to blog, you have ample room to try on a few formats and see what works.

Also, check the competitors. Above we discussed looking at other blogs for inspiration on what to write, now is a good time to peruse through some similar articles to see what’s already been written about your chosen topic, particularly if you’re competing with keyword phrases for local topics. You’ll have a few choices here:

  • If the article has lots of depth and is of high quality and not competing directly with your post, you may choose to link and cite it so users can get more valuable information there if they would like.
  • You can use it for competitive data, analyzing its length and thoroughness, and then trying to make something different and more comprehensive.
  • You can use it to avoid copying. If the article looks like something similar to what you would write, you can easily avoid any accounts of plagiarism by deciding to go in a different or more niche direction.

Once you’ve decided on a length, stick to it so you don’t get overwhelmed during the writing process.

Areas of the Blog Prep Worksheet to fill out in this step:

  • My post’s length

9. What relevant keyword terms will I use?

Your blog posts won’t be successful in organic search results without the use of appropriate keywords. Do some keyword research to find relevant real estate or topical keywords, preferably using tools like Google’s Keyword Planner to see what competitive terms exist. You can also use our Keyword Planning Spreadsheet to organize the words you’d like to use. Some criteria to meet when selecting keywords:

  • They should be relevant to the topic
  • They should have a significant search volume so you know lots of users will be searching for them
  • Choose more than one; use a few similar focus terms on the subject, ranging from short to long-tail

Areas of the Blog Prep Worksheet to fill out in this step:

  • My top keywords to use

10. What visuals will I use for my post?

Visuals are a critical and engagement-inducing element in blog posts. Adding captivating visual elements to your post can generate up to 94% more views, help users process information faster and deeply, and increase the likelihood it will be shared across the web.

Visuals can take different forms in blog posts:

  • Cover Image: This is typically at the top of your post, as well as shown most prominently when shared on social media. You should always strive to have one for your blog that includes a related image and the title of your post.
  • Body Images: These are photos or graphics you place within the post to enhance the messages in your writing.
  • Diagrams and Infographics: Your post may warrant additional ways to convey information. For example, if you’re showcasing complicated market statistics or home seller information, graphics and diagrams work well.
  • Videos: These work best when the video emphasizes a point made in the body of your blog post, or where the video is the capstone.

Use some of our handy guides, whether you need to source royalty-free real estate photos, develop your own graphics, or create eye-catching real estate videos. In general, creating original works is preferred, but sourcing is fine too, so long as you cite and link the original source.

Areas of the Blog Prep Worksheet to fill out in this step:

  • The visuals I will include in my post

Write a Great Real Estate Blog Post in 12 Steps [Free Worksheet]

11. Will my post be bolstered with a download?

Many times, posts start by providing advice and end by providing actionable solutions … and those are some of the best. If you have additional time, try to include a downloadable resource for real estate leads, like a buyer’s guide, seller’s guide, moving checklist, or other helpful items. Giving away freebies is a great way to up your blog engagement and keep users returning.

Areas of the Blog Prep Worksheet to fill out in this step:

  • The downloadables I will include in my post

12. What’s my post’s title?

It seems counterintuitive, but titles, or headlines, shouldn’t be finalized until after you’ve done the above exercises. You’ll find as you do brainstorming, research, and processing of your topic, your title may change. Put this critical step off until the end when you have a better perspective, then create something that:

  • Is eye-catching that has shareable appeal
  • Includes a target keyword
  • Speaks directly to pain points of your audience

Learn more ins and outs of the art of writing great headlines with our post, Drive Real Estate Website Traffic with These 10 Expert Blog Headline-Writing Techniques.

Areas of the Blog Prep Worksheet to fill out in this step:

  • My headline

After writing, use these points to review your real estate blog post.

Now that you know how to write a real estate blog post, it’s time to review your work to see if you’ve hit all the critical points. Ask yourself these questions before the final edit and publishing:

  • Will my post resolve one essential pain point my leads have?
  • Do my post’s main points fulfill the goal of the post?
  • Did I stay on focus with my chosen angle?
  • Did I properly use a range of related target keywords naturally throughout the post, and also in my headline, metadata, and URL slug?
  • Does the post make sense given my leads’ level of knowledge on the topic?
  • Is there any critical information missing that I should add?
  • Is the headline captivating?
  • And finally, would I be excited to read it and care about the content?

It’s likely your post will require a bit of tweaking or rewriting before formatting and publishing it. That’s okay, as it’s better to spend a bit of extra time on a stand-out post that generates lots of traffic than to publish something that’s inadequate and will fall flat.

This method may seem formulaic and awkward at first, but doing this routine several times will help you develop great blogging habits so you can build a consistent content marketing strategy that generates traffic and leads.

Learn how to fill your editorial calendar by repurposing information from old posts into brand new posts and how you can refine your blogging down to 20 minutes.

Do you blog regularly? What helps keep you on track when you’re building out your blog posts? If not, what challenges do you face when approaching blogging? Let us know in the comments below!

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