What Type of Blog Content Should I Publish if I'm a Real Estate Agent?

To get traffic and leads, a real estate agent should publish high-quality blog posts that answer buyer and seller questions across four categories: local expertise, real estate expertise, market news and updates, and client success stories.

Those are the foundation of a successful real estate blog, but there are other types of content that can bring traffic to your website and help you attract more leads. And whatever you publish, make sure it's high-quality, non-commodity content if you want to succeed at real estate SEO.

Hi, I'm Matt McGee -- longtime SEO who's focused solely on real estate since 2017. In this article, I'll share the types of content I help my wife and my clients publish on their blogs. Let's get started!

Big Picture: Answer Buyer and Seller Questions

Before we get into specific types of posts and topics to write about, let me step back and say this:

The best type of marketing you can do is to solve people's problems.

Most buyers and sellers have common problems: They're not as smart as you when it comes to the area where you live and work, the process of buying and selling homes, and your local real estate market.

Your job is to get your real estate knowledge out of your brain and onto your blog. That's how you'll help buyers and sellers. And when you help people, they begin to trust you. They start to see you as an expert -- hopefully as THE expert for them.

4 Types of Blog Posts Every Agent Should Write

Okay, you have the big picture. Now let's get into the details. Here are four types of posts every real estate agent should have on their blog, along with some example topics/headlines.

1. Local Expertise

You want to show buyers and sellers that you know the area where you work -- that you know it inside-out, like the back of your hand, etc. This helps build trust. It's also how you beat Zillow and other national sites at SEO. They don't have local knowledge like you do.

Sample topics:

• Moving to [LOCATION]/Living in [LOCATION]

• Pros and Cons of Living in [LOCATION]

• Top Neighborhoods in [LOCATION] for Families/Young Adults/Retirees/etc.

• Cost of Living in [LOCATION]

• [LOCATION] vs. [LOCATION] - Which is Better/Cheaper/Safer/Right for You/etc.

2. Real Estate Expertise

It's also important to show buyers and sellers that they'll be in good hands with you helping them through the transaction. Some of the questions you need to answer are things they ask before they reach out to a real estate agent, so part of your job is to make the case that they should hire you.

Sample topics

• Do I Need a Realtor to Buy/Sell My House in [LOCATION]?

• Is Now a Good Time to Buy/Sell in [LOCATION]?

• How to Sell Your Home Fast in [LOCATION]?

• How to Buy a Home in [LOCATION]

• Credit Score Needed to Buy a Home in [LOCATION]

Remember: People outside real estate have no idea how real estate works. Don't fall victim to the curse of knowledge.

3. Market News & Updates

Both buyers and sellers ask about market conditions before and while they're active. When we publish about the Tri-Cities market on Cari's blog, we tend to focus on

• home prices

• sales activity and days on market

• inventory of homes for sale

When needed, we'll also touch on how many homes are pending, how many new listings hit the market the prior month, and other relevant stats. But those three are the big ones. Your market might be different, so focus on what you believe is right for your buyers and sellers.

We do monthly market updates, but again -- do what's right in your market. If you work in a fast, active market, a weekly update might be right.

And always, ALWAYS do more than just dump a ton of data into the post. Explain what it means each month for buyers and sellers.

4. Client Success Stories

Storytelling is a super power -- a great way to capture and keep buyers' and sellers' attention. Blog posts like these are a great way to show your skill -- how you manage a transaction and create wins for your clients.

They're also a super underrated way to get content on your blog that answers the kind of really specific questions that people often ask ChatGPT or their favorite AI search tool. (We'd call these "long-tail keywords" in traditional SEO.)

Sample topics will depend on your clients and transactions, but here are a few we've published recently:

• PNNL Relocation: A Move from New Mexico to the Richland Area Ends in a Dream Home on the Yakima River

• Zillow Said This House Was Worth $635,000. I Sold It for $850,000.

• Relocating to Richland: Buying New Construction on a Hard Deadline

In addition to the social proof, these posts often rank highly for things like "PNNL relocation" and "relocating to richland wa."

2 More Types of Real Estate Blog Content

Those are the primary four types of articles I think every agent should have on their blog. Here are two others to consider.

5. Just listed/Under contract

As part of our new listing marketing, we do a blog post announcing every home Cari puts on the market. These articles, plus the landing page we create for the home, often rank highly when someone Googles the street address.

When a listing goes under contract, we do a post sharing that news and delete the "just listed" post. Then we leave the "under contract" post on the blog permanently as social proof, showing that Cari is an active and successful Realtor.

If you get a ton of listings, you could do one post per week or one per month instead of one for each home. Or, if you decide this isn't for you, that's okay, too.

6. Neighborhood News

A lot of real estate agents write about local news as a way to establish local expertise, and that's okay. I'm talking about things like restaurant reviews and recommendations, "things to do" posts, etc.

We used to do this on my wife's blog, but we ended up with a lot of disinterested traffic -- people would come to her blog, then bounce and never return because they weren't in the process of buying or selling.

Now, the only neighborhood news articles we post are things that directly speak to the issues that a buyer or seller would care about. For example, when one of our cities was named a top place to retire in the U.S., we wrote about that.

There's no right or wrong here -- if you want to write about things to do and restaurant reviews, go for it. If you do, I'd recommend running retargeting ads on Facebook and/or YouTube to keep your brand in front of those visitors after they leave.

The Most Important "Type" of Post: High-Quality

Google has recently been railing against what it calls "commodity content." It's one of the core sections of their recently published AI search optimization guide. One of the examples they give of commodity content is "7 Tips for First-Time Homebuyers."

Whatever and whenever you publish on your blog, make sure it's high-quality, human-first content that will offer great value to buyers and sellers. Make sure it includes your "voice" and your expertise and experiences. The world doesn't need more generic real estate advice articles.

- Matt

Related Articles:

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6 Places to Find the Questions Buyers & Sellers Ask Google

3 "Best Neighborhoods" Blog Posts You Should R&D

Canned Blog Posts Won't Help Your SEO

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