Should You Write About Specific Properties in Your Real Estate Blogging

You May Be Surprised by the Answer

We've discussed the advantages of not displaying your listings in your blog. Now let's talk about whether to write about them. We all would love to have a post with images and text about our newest listing. And, some of the template sites that have blog features will even allow you to set up automated creation of blog posts from the listing information. Don't do it.

CREST, the Center for Real Estate & Social Technologies, in a survey of real estate bloggers, has proof that the most successful bloggers do not write about their listings. Why is this?

Remember that real estate blogging is still relatively new. But, there are trends that are developing, and most of them are related to the mindset of your site visitors. Over time, your goal with your real estate blog is to build a loyal readership who return over and over, subscribe to your feeds or email releases, and at some point trust you enough to choose you as their real estate professional. They are not looking to be sold one of your listings. By writing posts about them, you are forcing them to do just that.

When your loyal visitors are ready to shop real estate, they'll use your IDX or other search function to begin checking out what's available. If they're sellers, they will have developed a trust and respect for your area and real estate knowledge over time, and they will call you to list. Don't advertise on your blog. Market the subtle way, with information and content that illustrate your expertise.