Real estate business

Why blogging works in my real estate business

  • The blog is a strategy to position yourself as a real estate expert and capture very high quality leads.
  • Your real estate business is a great source for blogging topics.
  • Once you write the blog, it’s free and easy to distribute to thousands of potential customers.

Writing a real estate blog is a great way to establish yourself as a local real estate expert and stay at the forefront of your sphere of influence.

I’ve been writing a real estate blog and posting it on my website,, for over five years. Some days I wonder if anyone is reading my blog. Then I’m rewarded with something cool, and I know the universe pays me back for all the information I post.

Why blog? I will share my personal experiences below and how I built my real estate business through blogging in the hopes that it will help you grow yours.

The reasons why I blog

  • About a month ago I was at a fundraiser for our local high school booster club. I won a few silent auction items. The advertiser said, “And the winner is: Nancy Tallman, the Park City real estate social media specialist. His blog is all over Facebook. wow. I had never met this guy. In an instant, he gave me great publicity and established my credibility in a room full of potential clients.
  • Real estate inquiries that come through my website are almost always serious leads. This contrasts with a haystack of 100 prospects online to find the one real customer.
  • I’ve done several deals over the past few years with people I know at my gym. They are not people I socialize with and they are not within my sphere of influence. They are, however, Facebook friends, and Facebook is part of my blogging strategy, as I will explain below.
  • I received referrals from other agents inside and outside my service area. I receive these referrals as part of the email distribution strategy, described below, and my social media strategy.

My blogging strategy and how to do it

My goal is to write my blog over the weekend and post it every Wednesday. This gives me an extra day or two to write the blog if things don’t work out for the weekend writing. I post once a week.

What makes good blog topics?

My blog falls into three broad categories: real estate strategies (which are timeless), market updates, and lifestyle. I try to alternate subjects.

I keep notes on potential blog topics, knowing that my real estate experiences and client questions provide excellent material. Of course, I respect my clients’ privacy and would never write about anything that would identify or embarrass them.

I’m always surprised at the topics that resonate with people. I wrote a blog about an affordable housing project in Park City a few years ago. When people search for the name of this project, my blog pops up and I get inquiries.

My personal real estate experiences usually get more comments than market updates. And people always like to see pictures of beautiful homes.

Should you publish the blog or outsource?

I post my blog on my WordPress site, I used to post it myself.

About three years ago, I hired a specialist who publishes my blogs for me. I send her the copy and a photo (I like to include photos of my ads), and she edits, tags, and links internally and externally. It saves me a lot of time and she does a much better job than me.

Where should the blog live?

The blog lives on my website. Once the blog is posted there, I post a link to the blog on Facebook. I post and boost it on my professional Facebook page and share it on my personal Facebook page.

This strategy has helped me grow my business page to over 1,000 followers, and it helps with organic search engine optimization on my website.

I also post links to the blog on LinkedIn and Twitter. Although I tend to be on Facebook more than other social media sites, I know that my blog is seen by thousands of people on social media.

I used to post the blog myself. Now I have a marketing consultant who distributes my blog on social media as part of my social media strategy.

How does the blog reach potential customers?

My assistant emails the blog to my sphere of influence, including past and present clients, real estate prospects, and out-of-area realtors using a branded email program.

Over 10,000 people receive the blog this way. Because I email the blog, my strategy is to only post once a week.

I am committed to the integrity of my mailing list, which means I must remember to keep adding new real estate prospects and clients to the list.

The email program I use has a simple method for people to unsubscribe. This is essential, not only to comply with the CAN-SPAM Act, but also as a courtesy to those who wish to opt out.

What Makes Blogs Work?

Blogging has been an important part of my business strategy and directly relates to many of my real estate transactions each year.

For blogging to work, you need to create a plan and commit to implementing it. It can be tricky when I’m overwhelmed with work or travel, but it’s not impossible.

There have been weeks here and there where the blog post is late or an entire week is missed. The key is not to let the perfect be the enemy of the good. As my business grew, I hired specialists to help me publish and distribute the blog.

Good luck! I would love to hear what others are doing to leverage their blogs.

Nancy Tallman is a real estate strategist at Summit Sotheby’s International Realty in Park City, Utah. You can follow her on Facebook or LinkedIn.

Email Nancy Tallman.

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