how to write real estate blogs

One Thing Buyers Need to Know...and Why You’re Not Telling Them: The Fraught Relationship Between Realtors and Blogging.

One Thing Buyers Need to Know...and Why You’re Not Telling Them: The Fraught Relationship Between Realtors and Blogging.

We all understand that home buying is one of the most important (and most expensive) purchases we’ll make in our lifetime. Of course, this is likely the first thing buyers need to know and I’m sure, if you’re a Realtor, you’ve told them. Good for you. However, there’s something else you’re not telling them, even though you’re 100% confident you are. Think about that one thing.

In my recent business networking group meeting, when it was time to give my 60-second presentation, I asked these two questions to everyone in the room, and they both were met with intrigue and hesitation, because no one could answer them.

It wasn’t the first time I’ve asked these two key questions; usually, some Smarty Pants is quick to respond that ‘yes, they do and here they are’ without realizing that they in fact, do not.

The thing is, the answers to these two questions will NOT tell you the one thing buyers need to know but you’re not telling them...it will SHOW you HOW you’re not telling them.

What is the most pressing need of your target audience?

What have you done to connect the amenities of your listing with the specific needs of your target audience?

Sure, if you sell houses, you’ve shown them your most recent listing. If you’re like some of my real estate clients (note: some of them...before working with me), then that looks like “BUY BUY BUY SELL SELL SELL”. You admit that you want to get more engagement on social media, but can’t understand why your beating a dead horse with your listing promotional posts isn’t getting you the traction you want. You admit that blogging should be high on your business priorities list but you keep putting that off because spending money on a blog still disconnects with you. (Be honest, you’ve likely thought: “Blogging is great an all, but I’m not spending money on it.”) You even admit that your once-in-a-blue-moon blogging and spammy social media posts are not the most effective, but they’re doing something, right?

Let’s bury the horse and stop beating it by setting aside those notions and opening ourselves to the opportunity for a new experience with our real estate digital marketing content.

Set aside the idea that blue-moon blogging is effective; it’s not. Especially when blogging every once in a while means posting ideas that only interest you. 

Set aside the idea that spending money on a blog is dumb; it’s not.  Blogging is no get-rich-quick scheme, but it is a wealth of knowledge and authority building tool for your brand in the long haul. Why cheapen that with content that lacks curb appeal with your target audience?

Now let’s focus on what crafting that new experience. Let’s craft a healthy relationship between our real estate business and blogging. 


First, do this right now, just as my business networking did last week: answer those two questions:


What is the most pressing need of your target audience?

What have you done to connect the amenities of your listing with the specific needs of your target audience?

Next, identify what you have to offer to meet that need. If your answer is ‘a house’, then you’re missing the connection...with my lesson and with your target audience.

Getting specific with your target audience’s pressing need allows you to build greater value through the homes you offer.

Do this by: 

  1. Think about the most pressing need of your most recent home buyers. 

    1. Are they renting and assume they can’t afford to buy?

    2. Are they complaining about their house being too small for their growing family?

    3. Are they ready to enter a new chapter in life that the kids are out of the house and retirement is near?

  2. How did they find the solution to that need in whatever house you sold them?

    1. Was the home of their dreams able to fulfill a specific need? (the right size, the right number of bedrooms, minutes from the Rec Center for Wednesday morning shuffleboard class, along the light rail route for campus, etc.)

    2. Was the home of their dreams able to grant them the lifestyle they sought? (within a resort-like community with concierge amenities and luxe lifestyle resources, for example)

  3. How are you continuing to connect with them after the closing?

    1. No human is an island. (Ask my Great Dane, he would agree.) Your buyers know buyers because people talk.  They talk at networking events. They talk at socials. They talk at church and in study groups. Buyers know other buyers. Get to know who they know and sell the whole block a new house.

  4. Create content that caters to the specific community of buyers you build in steps one through three. If they seek a home near the shuffleboard joint, find more shuffleborders and sell them homes. If they’re students planning to go to undergrad, Masters and everything in between, get to know parents in high school honor society clubs. Create content that speaks to the specific needs of savvy investors seeking to build generational wealth an a manner that’s strategic for their needs. What’s the likelihood a college freshmen will want to move off campus in a year...and they’ll want roommates. Roommates who can pay for a mortgage.

Once you’ve completed each of these steps, schedule a time for a conversation with one of our Content Strategists. We’ll discuss how your real estate digital marketing content can be structured into a blog that will allow you to form community around people looking to buy homes.


How Can I Use a Blog for my Real Estate Business?

Realtors and Brokers, want to learn how to use blogs to increase engagement around your listings and reduce the days they’re on the market? Here’s How.