This document provides guidance on blogging for real estate agents. It discusses that blogging should not be about self-promotion but rather sharing original expertise to establish trust. Blogs are effective because they allow for fresh, SEO-friendly content that validates agents as experts and enables easy engagement and sharing of instant information. The document recommends writing blog posts around local businesses and clients to generate topics and provides tips for writing compelling titles and calls to action to attract audiences like new clients, existing clients, other agents, and search engines.

1. Blogging 101
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2. What It’s Not…
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3. What It’s Not…
•About how great you are
•A featured listing viewer
•Press Release distribution
•Unoriginal content
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4. What is Blogging?
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5. Blogging is...
•Fresh original content
•Showing your expertise
•Consulting
•Building trust
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6. Why Blog?
•Show your personality & expertise
•Search Engine Optimization
•Consumers expect it
•Gain new business
•Connect with a savvy audience
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7. Why Blogs Work?
Search Engine Optimization
•Fresh Content
•It’s easy and therefore people stick with it.
•SEO friendly platform (choose the right one!)
•Ping Service
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8. Why Blogs Work?
Trusted Advisor
“
Validates yourself as the expert
If they give this much
information away,
imagine how much more
knowledge they must have.
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9. Why Blogs Work?
Easy to Engage
•People can engage and stay anonymous
•Stay updated through email or RSS
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10. Why Blogs Work?
Instant Information
• Information can be pushed out instantly
• No waiting for Monthly or Weekly
publications such as Newsletters
• Have your content show up almost instantly
in search engines
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11. Why Blogs Work?
Opportunity
• Only a small fraction of real estate agents are
blogging
• Of that small fraction. Only a handful are
doing it well!
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12. The Purpose of Blogging
• Blogging is all about starting a conversation.
• Each one of your posts should engage your
reader and prompt them to start a conversation.
• Conversations can extend beyond your blog
and into the blogosphere.
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13. The Blogging Playbook
Blog Posting, Commenting, Promoting
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14. Commenting
• Gets your name out in the Blogosphere.
• Validates you as the trusted advisor.
• Pulls traffic to your blog.
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15. Blog Posting
Writing the Perfect Blog Post
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16. The Perfect Blog Post
The Post Title
Post Title Tips Why it’s Important
•Be descriptive and compelling •RSS Feeds – The title has to
•Quickly tell the story hook me,
•People Scan Headlines (The
•Think newspaper headlines Newspaper concept)
•Geographic reference •Google – Don’t make them
guess.
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17. The Perfect Blog Post
The Content
Don’t Assume Anything
The agent called and said the deal fell through. The buyer
thought the listing was overpriced for the area, especially given
the current market.
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18. The Perfect Blog Post
The Content
Links
Use good anchor text, deep link to your content, share “link love”
Subheadlines
Avoid the “wall of words”
Call to Action
Always end with a call to action!
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19. The Perfect Blog Post
The Title Tags
At the top of the
browser
Title of search results
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20. The Perfect Blog Post
The Title Tags
Quick Tips
•Don’t just stuff with random keywords
•Try to make it a complete thought
•Use commonly searched phrases
•Think like a consumer, not a real estate agent!
•See what others are using but don’t copy
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23. What to Blog About
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24. What to NOT Blog About
•Listings
•Virtual
Pats on the Back
•Duplicate Content
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25. Instant Blog Posts
The Instant Blog Post - Local Business
Home Stagers
Landscapers
Home Inspectors
Real Estate Attorneys
Home Appraisers
Painters, Plumbers, Electricians
Handyman (service providers)
Contractors / Home Builders
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26. Instant Blog Posts
The Instant Blog Post - Local Business
Make sure they understand that this is not a commercial
What’s your take on the current market conditions from your
business perspective?
What is the best part about owning a business in (area name)
What consumer friendly tips can you give to people looking to
hire someone in your industry?
What are some pitfalls or “red flags” to avoid.
What were the qualities of the area that attracted you to want
to start a business here.
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27. Instant Blog Posts
The Instant Blog Post - Your Client
You are not asking for a testimonial
Your goal is to help educate consumers
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28. Instant Blog Posts
The Instant Blog Post - Your Client
• Having recently bought or sold a home, what advice can you give
to other consumers getting ready to buy or sell?
• What attracted you to want to purchase a home in (area name)
• In your opinion, what should consumers look for when they hire a
Real estate Agent?
• Obviously, my goal is to make sure my clients have as much
education as possible to effectively buy or sell a home. Is there any
“gold nuggets” that you learned that you can share with others?
• (For home sellers) Today’s shift toward more technology based
marketing, put’s marketing a home in a whole new light. What did
we do different that you think made an impact in helping to sell your
home.
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29. Instant Blog Posts
The Instant Blog Post - Your Assistant
A day in the life of.. (this helps justify your commission)
What it takes to effectively market a home (listing coordinator)
The role of a buyer’s agent (show your customer service)
A client is always a client (after the sale)
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30. Instant Blog Posts
The Instant Blog Post - Mortgage Partner
•Encourage your mortgage partner to submit a monthly post.
They get exposure and are seen as the expert.
•Monthly rate update, State of the market, General Mortgage
news, Mortgage pitfalls, Mortgage Myths, Top Ten List, Load
Education, The Mortgage Meltdown
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31. Know Your Audience
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32. Know Your Audience
New Clients (Blogging for Business)
•Prove that you are the expert. Someone they can relate to.
•Be their trusted advisor.
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33. Know Your Audience
Existing Clients (Relationship Marketing)
•Keep in Touch
•Showing extra value
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34. Know Your Audience
Other Real Estate Agents and Bloggers
•Link Love
•Media Credibility
•Expanded Sphere
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35. Know Your Audience
Search Engines
•Don’t make them guess
•Be descriptive
•SEO Best Practices
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