How to Write a Real Estate Blog Post that Ranks on Google

In the modern real estate industry, content is king. To generate and convert leads online, you need to produce listings, articles, images, and videos on a regular basis. This content must add value for your users and surpass anything that is already out there. One way to excel in this environment is with blogging. Real estate agents around the country use real estate blogs to promote their brand and outmaneuver the competition.

Writing a good blog post may seem like a challenge. But it is actually a pretty simple formula.

In this article, we will show you how to write a real estate blog post that ranks on Google, so you can get in the content game and get noticed.

1. Choose a Subject/Keyword

The first step to producing a good real estate blog post is choosing a good subject. This should be something valuable for your clients. You can think of your blog as your loss leader. You provide free information to attract clients to your main service as a real estate agent.

So how do you choose a subject? Think of questions that clients often ask. If you get the same question repeatedly, there is a good chance that information is not readily available. Or you can use some free web tools to see what clients are looking for online. 


2. Google Your Subject and Read the Top 15 Posts

You cannot write your blog post until you know what has been written already. Familiarize yourself with your subject. Understand the angles other bloggers are taking and if there are any gaps in the information available.  

This, after all, is your competition. To rank on Google, you will need to replace what is already there. 

real estate blogs

3. Commit to Writing Something Better

You should aim to write a blog post that is better than all of the current posts combined. Your blog should have more information, but present it more clearly. You should include better photos and video. 

It does not pay to be on page two of Google. To be one of the top posts, you must commit to being the definitive source of information on your subject. Your readers should leave believing they have all the information they need on the subject.

real estate blog

4. Chose a Title In the Form of a Question

Google seeks to help users find information on the net. Even more than that, it seeks to answer their questions.

It does this through the use of a featured snippet. A featured snippet is designed to provide the single best answer to a user’s question. But the upshot is that Google promotes one search result over all others

Obviously, the advantages of being that featured snippet are immense. You can increase your chances by framing your blog in the form of a question that a user might ask. 

real estate blog

5. Provide a Clear Answer In the First 100 Words

Once you pose a question, you need to answer it. This should be your first paragraph. Answer the question in your blog title clearly and succinctly. You should aim to do it in two sentences or less.

In your answer, be sure to restate your keyword. If your question is “What is a RETS feed?” your answer should begin with “A RETS feed is…” 

real estate blogs

6. If You Cannot Answer In 100 Words, Make a List

It is not always possible to answer a question in 100 words. In this case, you should provide your answer in a numbered list. This is particularly useful in “How to” type questions. In the snippet, Google will provide the first 7 or 8 items on your list and link to the rest.

real estate blogs

7. Pack the Rest of the Post With Rich Content

While Google is seeking short, clear answers for its snippet, it is not actually looking for short content. Google still favors rich, long form articles. So after writing the answer, pack your blog post with as much context, photos and videos as possible. To be the featured snippet, your blog post must be definitive. It must have more information and present it more clearly.

real estate blog

8. Add a Feature Image Related to Your Question

 In many cases, Google will include an image in the snippet, so make sure you include a relevant feature image in your blog post. Google also tends to mix and match images and text from different sources. So even if your blog does not make it in the featured snippet, your image might.

real estate blogs

So now you know how to write a real estate blog post that ranks on Google. Questions or feedback? Drop us a comment below.

If you liked this article, see our blog How to Blog Faster and Produce More Content for Your IDX Real Estate Website.


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The opinions or information expressed in this article are those of the author and do not necessarily reflect the official views, policy, or position of Realtyna. The information on Realtyna’s Website is general, for informational purposes only, and is not to be relied upon or interpreted as real estate, legal, accounting, or other professional advice or a substitute. Please discuss anything related to the certification process, professional advice or legal procedures with your MLS providers.

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