Companies in all industries have started to pay more and more attention to their blog in an effort to rank higher on web searches, get discovered more easily and, most importantly, generate more leads.

The trend has continued to grow among real estate agents. Think about not only how much more active you are on social media compared to only a few years ago, but also how much more industry-related content you consume.

If you haven’t yet joined the blogger movement, it’s not too late. But know that just having a blog doesn’t mean it will automatically produce leads.

If you’re thinking of adding a blog to your website, it makes sense to put the time, effort and best practices into making sure it draws traffic and generates leads.

Here are four ways to do just that:

1. Create Good Content

Part of having a blog people like, read and share on social media is posting good content. The biggest key to creating good content is knowing your audience. Whether that’s other agents, sellers, or a specific group of home buyers, it’s important to know who you’re writing for because it ultimately affects your subject matter.

Your content also must be relevant. If your audience doesn’t care about what you write, they won’t read it.

That means not always posting about how amazing your services are; doing that once in a while is OK, but doing so constantly can be a big turn off to readers.

If you’re targeting first-time home buyers, educate them on the home-buying process and what to expect. If you’re writing for other agents, share tips on how to manage time or deal with an impatient client.

Lastly, timing matters when publishing content. You worked hard on it and you should want your post to reach the largest audience possible. Readers want consistency and familiarity. So create a schedule, stick to it and have dedicated readers eagerly awaiting your posts.

2. Use Visuals

Visual storytelling is imperative if you want your content to stick.

Be sure to include images on your posts and make sure they’re relevant, not random. Quality matters, as well. Find photos that are large and clear as, for example, Facebook tends to promote posts with images that are higher quality.

Also don’t infringe on copyrights. Ideally you should take your own photos. But if you aren’t able to do so, cite and/or link to the sources of the images you’re using.

3. Compelling Headlines

The headline is one of the most important things about your blog post. If it’s catchy and draws interest, someone is more likely to read the post. Think about your own reading habits when creating headlines: What draws you in and makes you want to read?

You’ve no doubt written some great content that is helpful to your audience, so write a headline that pulls people in and gets your post noticed.

A good headline should:

  • Give an idea of what the article is about.
  • Be the right length – not too short, or too long. Search engines and social media sites do better with titles that are short and to the point.
  • Use key words that grab attention and spark someone’s interest.

4. A Well-Designed Website

The overall look and feel of your website and/or blog should be pleasing to the visitor’s eye and easy to navigate.

Your site’s design can deter a lot of people, depending on things as simple as color, images, wording and organization. An ugly, cluttered or hard-to-navigate website can make visitors quickly click the exit button. Instead, have a website that encourages visitors to stay and is easy for them to explore.

If you have a lot of articles, create menu tabs and file each post under its corresponding category to ensure readers don’t become overwhelmed or distracted.

Also make sure your design translates well on mobile devices, which is where most people view content.

With any blog, there’s freedom to find what works for you. Use your own unique writing style, design chops and personal brand – plus these tips – to create a blog that drives traffic and increases leads.


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