Statistics on What Blogging Can Do For Your Real Estate Business

Debating the blog? Whether you’re considering starting one or ready to throw in the towel, you need to understand why your real estate marketing team talks up blogging as a content marketing strategy. These statistics tell the story behind blogging’s allure for real estate agents or real estate service providers.

  1. “Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month.” HubSpot

Translation: The more you blog, the more traffic you receive. Before you rush off to write 16 blogs a months, think for a moment. Sixteen blogs translates to four times a week. Do you have enough time and enough quality content to write four blogs a week? How about five blogs? This is why some real estate agents quit blogging: the workload. When in doubt, quality will always trump quantity. One blog a week is better than no blogs at all.

1) “Businesses who blogged just 16 to 20 times per month got 3 times more leads than those who didn’t blog.” HubSpot

Translation: Blogging helps generate traffic, and traffic means leads. Turn choice blogs into landing pages that convert visitors into email subscribers or potential clients.

2) Businesses with over 200 total blog articles got 4.6 times more traffic than those with under 20 blog posts. HubSpot

Translation: While page count may not rank influence search engine optimization as much as it once did, it’s clear it still plays some role in ranking. Regularly updated blogs show your page is active. Additionally, the more content you have, the more search terms organically appear connected to your page. Logically, the more pages you have, the higher you will likely rank.

3) “Businesses websites with 401 to 1,000 web pages have 9 times more traffic than those with 51 to 100.”

Translation: See the notes from above. Logically, the more pages you have, the more traffic organically generate.

4) 70% of home buyers prefer to get to know a real estate agency through online content over paid advertistements. Blue Corona

Translation: Your website is how buyers get to know you. A blog can be a critical component in landing a client. They’ll see your expertise, find valuable information, and begin to trust your brand.

5) Adding a blog to your site will increase your chances of ranking on search engines by 434% Hubspot

Translation: Why does a blog increase your SEO? The big three reasons: They’re loaded with keywords. You promote blogs through your owned marketing channels, drawing in traffic. It shows your webpage is active through regular updates.

6) 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016) Hubspot

Translation: View blogging as a long-term strategy. You may receive a short-term bump when you first post a blog and share across networks. Your biggest organic gains will be over time.

7) B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month. Hubspot

Translation: Blogging 2-3 times a week generates more leads than once a week. If you’re considering increasing your posting frequency, this is helpful information. You may not have to jump from once a week to once a day to see results.

8) The average word count of the highest-ranking content in Google is between 1,140 – 1,285 words. Search Metrics

Translation: Consider a different strategy for your blog. Instead of short form 500-750 posts, go deeper into a topic. You’ll have more material to post, more information for spiders to index, and more evergreen content.

9) After 21-54 blogs, businesses see a traffic increase to their blogs by up to 30%. Traffic Generation Cafe

Translation: Don’t quit! Stick with the blogging program. If you blog once a week, this means it could take up to a year to see an increase in blog traffic. Again: blogging is a long-term strategy!

10) 61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company. Source

Translation: A blog can develop a relationship with your potential clients without ever sending an email, text, or phone call. Use a blog to differentiate your services from the other real estate agents in the area.

After reading these key statistics on blogging, if you still want to try a different content strategy, that’s fine. Make an informed decision based on how you run your business, the time involved, and your use of social media. A blog is one small part of a greater content marketing strategy.

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Want to see some more interesting content marketing statistics? Check out this infographic from Top 10 Website Hosting.

ICYMI September 17: Home values rise, properties get more expensive, and fintech is changing the game

What’s cooking this week? Plenty of news, but pressed for time, we picked three stories. Here’s our in case you missed it in real estate this week:

  1. Mobile-home values might rise as fast as regular homes — here’s why that matters.

Mobile homes might be a better investment than you think. If you look carefully at the market, their home values are increasing. This could have implications for affordable housing. Read on Marketwatch.

2. Three Ways Commercial Real Estate Lenders Are Going To Change The Way We Work

This is a space witnessing a ton of disruption. How we finance real estate is definitely changing, and we think for the better. Mark talks about how innovation here is changing the process and how we work to get deals done. Read on Forbes.

  1. As rent soars, southern half of United States hit hardest

Housing affordability is a real concern across the United States. More evidence on its impact: as people move South to escape the expensive North, demand is naturally increasing the cost of living. Read on Inman.

 

Finding the Right Real Estate Writer

Your blog is your brand. How could you turn it over to someone else? How your real estate blog possibly be as good as without you writing your ideas?

As someone who’s worked with macro and micro-managers, I can attest: you can outsource your real estate blog. The key is finding the right real estate writer to work with you. The right person might produce content good as you, if not better. Why?

Real estate copywriters are:

  • Knowledgeable about the industry
  • Focus just on delivering quality content for you
  • Deliver content on time and consistently
  • Help generate new ideas

Tips for Finding the Best Real Estate Writer

The challenge is hiring the perfect fit for your blog and your management style. Before starting your copywriter or blogger hunt, consider drafting a profile of the ideal candidate. The perfect writer varies person to person. Characteristics to consider:

  • A writer knowledgeable in your area. Think residential, commercial, or the local market.
  • Someone with excellent research skills as they’ll be drafting data-backed and informative blogs.
  • A writer who can craft an amazing blog from just a few notes or a working title and link.
  • A blogger who adapts the content to your tone and audience.
  • A marketing-style writer who can sell through their copy.

In addition to thinking about the writer, come up with a game plan for your relationship. This will be based on your personality style. Hands-off bosses might want a writer to just go with it. Hands-on editors want more detail provided during the idea phase and more discussions over multiple revisions.

Ask yourself, “How much time will I have to support the writer?” In the beginning, naturally more contact is required to discuss the process and the work. After the relationship is established, how often to you expect to work with the copywriter? Daily, weekly, monthly, as needed?

Additional Real Estate Blogger Tips

If your real estate niche is extremely specific, say medical commercial real estate or real estate investing abroad, you might want a subject matter expert. That would save time training the writer in your industry content.

A final piece of advice: don’t be afraid to take a chance on someone. Many writers work remotely and have never visited your local market. That doesn’t mean with the right guidance they couldn’t craft compelling copy. The wealth of online information makes it easy to learn about neighborhoods, markets, and metropolitan areas. If you don’t want a full commitment right away, hire them for a test blog and see how it goes.

When you’re ready to find a winning real estate writer, numerous job panels and boards exist. Each has its disadvantages, as we’ll discuss in the future.


We’re taking on new clients! Let’s chat about your real estate blog and social media.

9 Tips on Revising Real Estate Blogs

Revising: the torturous process that improves writing. All blog content deserves at least one thorough second read, but benefits from multiple reads. But what exactly are you looking for? Search “revision tools,” the web results are lacking. I’m not talking about grammar and punctuation, but sentence phrasing, organization, the idea “meat.” Every writer’s unique style and quirks call for different revision tactics, but these nine tips for revising real estate blogs apply to most drafts.

1. Wait time

All content needs to simmer. Write and let it go. Move on with your day. Stepping away from the first draft allows you to return with fresh eyes and better address the mistakes, reframe awkward sentences, or recognize gaping organizational holes. At Power10Social, I write in batches. This particular blog had three weeks between initial draft and its first revision.

2. Reread your old work

This might sound time-consuming, but I find it particularly powerful. Woman reading on tabletThrough re-reading, I discovered every draft I’d written had one sentence that started with an independent clause and the word “by.” As in, “By rereading my blogs, I discovered this trait.” Whoops. For another example, after a recent round of draft edits, I realized I’d fallen in love with the word “leverage.” Rereading reveals what special writing quirks to add to your personal “watch out” list.

3. Include SEO practices

Check your blog for basic SEO practices. Each blog should have a keyword that appears a few times, organically, during the writing. Ideally it should appear in the first and last paragraph. Some SEO optimizers like Yoast SEO will warn you if the keyword doesn’t appear in the title, first sentence, or header. Personally, I prefer natural writing over hitting every SEO strategy.

4. Active Verbs

Search and cut as many passive verbs as possible. Generally these verbs belong to the “to be” family, especially in past tense form: “was,” “were,” and “have been.” Stay present and active. Words “is” and “are” belong to the “to be” family, but cutting isn’t always possible for sentence structure or flow. As long the blog varies word choices and incorporates active verbs, no one will notice a few “is” and “are” verbs.

5. “There are”

Cut in general. There are many reasons why this phrase needs to go. There are some that say it’s unnecessary–just get to the point. There are others that cite the phrase signals lazy writing. Do you feel engaged in the writing? Let me redo the above sentences to illustrate the difference. “The phrase “there are” needs to go. Just get to the point. Using the phrase signals lazy writing.” See what we mean?

6.Work the introductions

Introduction definitely are tough. I typically cut the introduction I written in my initial draft; I just write something to get started. Spend some time thinking about hooking your readers. The first sentence challenges writers: it needs the right mix of SEO, selling the general topic, and engagement. Try various tactics like playing with words, asking questions, or launching into an anecdote.

7. Cut the transitional phrases

The best writers transition without transitions. “However,” “in addition to,” and “due to,” are some despised phrases whacked by writers. Note: some search engines and SEO optimizer do love the transition words. Decide what strategy matters most to you: organic writing or an algorithm bump.

8. Befriend the thesaurus

Stuck on a word? Sometimes in drafting real estate client content, some words naturally crop up, like “process” and “listing.” That’s when the handy-dandy thesaurus becomes mightily important. I’m not afraid to use it to discover a better way to rephrase the idea.

9. Call to action?

Somewhere your blog should hint at a call to action–usually towards the bottom, when you ask readers to visit other content or subscribe to your blog. Like this blog. I’m asking if you like this revising real estate blog, please share to your social networks! You can approach the CTA as a boilerplate, a button, or directly in text content.

5 Ways to Reinvent Your Real Estate Blog Content

Get creative with your expertise! You don’t need to just write blogs. Different content types appeal to different audiences. Repurposing blogs into new content forms creates new avenues of reaching potential customers. And who doesn’t like expansion? Next time you’re not looking forward to clicking away at the keys, try these alternative content types to reinvent your real estate blog.

Video

Produce engaging visual content with video, both pre-recorded or live. Added bonus: statistics show videos receive more content traffic than blogs. Practically every major social network supports video: Facebook, Twitter, Instagram, YouTube, Periscope, etc. Keep in mind some networks do restrict length. Plus, viewers prefer short and sweet to lengthy.

Podcast

This content form has made one impressive comeback. Users like to stay informed while multitasking: driving in the car, making breakfast, doing chores. Make the most of your podcast. Conduct interviews with industry colleagues, offer customer advice, and other important tidbits. Check out these podcasting tips from Social Media Examiner.

Infographic

Taking data-heavy blogs and transforming them into a mobile-friendly graphic encourages audience engagement. Infographics appeal to us because they’re visual, are quick to scan, and contain valuable nuggets of information. The best infographic content should be: evergreen, informative, and factual. Careful to keep the design streamlined, and remember to cite your sources. Check out one of our infographics, Social Media Hashtags for Real Estate, or how start building an infographic for free.

Downloadable PDF

Turn your blog into a helpful, downloadable PDF that clients could take with them. For example, a house inspection tips blog could become a house inspection tips checklist. Visitors love free offers. It makes you seem more approachable. Free content says you are more interested in helping people and not viewing clients as a paycheck.

Ebook

Have a series of related posts? Curate them into an e-book to offer website visitors. Ebooks serve as evergreen and unique content. Capture the downloader’s email address for your email list and keep serving them with exceptional content.

Looking for more ideas to reinvent your real estate blog? Talk to me at Power10Social about how we can help you craft real estate content.

Real Estate Blog Topic Ideas

It happens to us all. The big white screen, a blinking cursor, and zero real estate blog topic ideas. Don’t panic. Writer’s block happens to the most creative of minds. When you are stuck on what real estate blog topic to write next, turn to this list for inspiration.

Community Themed

Best Things to Do in “City” This Summer
Top Winter Activities in “City”
# Best Private Schools in “City”
Top 8 Restaurants in “City”
Best Walkable Communities in “City”
The Best of (Farmer’s Markets, Art Fairs, Beaches, Parks, Places to Work, etc) in “City”
Community Events
Family-Friendly Events This Spring
Best Active Living Communities for Retirees

Relocation

Why You Should Move to “City”
6 Top Resources for Moving to “City”
5 Reasons Why “City” Is Great for Families
Top 8 Facts About “City”
What to Know Before Moving to “City”
What to Know About Property Taxes
Buying A Second Home
Moving with Pets in the Winter

Real Estate Market News

“City” real estate update
Trends in Real Estate for 2017
Local Market Versus National Market
Conference Round-Up
Celebrity Purchases/Sells
Latest Regulations Passed/Upcoming and What It Means to You
Mortgage Rate Updates

Real Estate Advice

Picking the Right Agent
Shopping for a Home Inspector
Understanding Your Real Estate Offer Contract
10 Ways to Boost Your Home’s Curb Appeal
Finding the Ideal Buying/Selling Experience
Preparing Your Home to Sell in # Easy Tips
How to Make Your Home Stand Out in “City”
Using Tech in Your Home Search
Why You Still Need a Realtor
What First Time Home Buyers Need to Know
The Ins and Outs of Buying Foreclosures
To Rent or To Buy?

List-Themed Posts

5 Best Properties for Families on the Market Right Now
8 Top Waterfront Condominiums in “City”
7 Most Expensive Homes in “City”
Most Expensive Homes Sold This Summer
# Top Home Builders in “City”
Top # Elementary Schools Near “Neighborhood”
Cheapest Properties on the Market Right Now
# Favorite Listings This Year
# Top Golfing Communities

Renovation Ideas

Incredible Pools in “Area”
Most Unique Homes in “Area”
Making Your Outdoor Living Space Shine
Renovating Your Kitchen
Local Interior Decor Trends for 2017
Top Design Features in “City”
Making Your Landscape More Green
Decorating for the Holidays