Real Estate Blog Writers: How to Write Helpful Content People Want to Read

Real Estate Blog Writers: How to Write Helpful Content People Want to Read

by | Dec 8, 2020 | How to Write

So, you want to start writing a real estate blog? That’s a great move for your practice and your brand.

According to Demand Metric, businesses with a blog generate 67 percent more leads and 97 percent more traffic. Imagine that many more interested buyers and sellers walking through your door every month.

Of course, writing a real estate blog isn’t your typical walk in the park. From questions around Google’s quality requirements to how to structure real estate blog content for the greatest impact, there’s a lot for you to consider.

Here’s a closer look at what all good real estate blog writers know, and how to create articles on real estate topics that people actually want to read.

Let’s go!

Writing a real estate blog isn’t easy. ?? From questions around Google’s quality requirements to how to structure real estate content for the greatest impact, there’s a lot to consider. Find out how to write for this tricky niche on @ExpWriters ✔ Click To Tweet

real estate blog writers

Your Blog Is Real Estate – Make It Valuable!

Ah – buying a home. For many people, it’s the ultimate accomplishment, the pinnacle of the American Dream. However, every truly great accomplishment is at first impossible… if not utterly overwhelming.

The decision to buy (and also to sell) a home comes with looots of questions attached. (The fact that there are over 50,000 titles on Amazon dedicated to advising first-time homebuyers stands as a testament to this.)

If you’re thinking about starting a real estate blog, you need to keep this in mind. With so many people blogging and writing books, what are you going to do to stand out from the crowd?

Your readers will come to you because they’ve got questions, confusion, and all manner of pain points.

But that’s good news, really. It means you’ve got your work cut out for you.

Your goal? To create a resource that’s as valuable as possible by being as helpful as possible.

Incidentally, helpfulness is one thing that Google looks for when determining SERPs. (The Search Evaluator Guidelines mention helpful content 19 times.)

real estate blog writers quote

Is a Real Estate Blog YMYL Content?

One more thing to consider before you start writing real estate blog articles is whether your real estate blog falls under the YMYL category.

YMYL stands for Your Money or Your Life. It’s Google’s shorthand for content that may impact a person’s health, wealth, happiness, or life quality. This content is subject to special quality rating requirements to ensure that only the absolute best content makes it high in the SERPs.

In Section 2.3, Google lists all categories that fall under YMYL. While most things are obvious – financial blogs, medical advice, etc. – real estate isn’t explicitly mentioned as a YMYL topic.

Nonetheless, the guidelines do note that “housing information” qualifies as YMYL when it may impact a person’s happiness or financial stability.

In other words, you may have some real estate blog articles that count as YMYL and others that don’t.

When in doubt, always ask yourself: can this information impact a reader’s health, wealth, happiness, or financial stability?

If you think the answer might be yes, make sure you’re serving up the very highest quality content for your readers to E-A-T.


Not every site needs to adhere to YMYL, but all content should strive to satisfy EAT.

Before writing real estate blogs, consider: Will your content fall under Google's YMYL category? ? This content is subject to special quality rating requirements so only the best content makes it high in the SERPs. ? Tread carefully. Click To Tweet

How to Write Real Estate Blog Articles That Inspire Confidence

Writing expert real estate copy takes a lot of skill. Not only do you need to know your industry and your local area, but you need to find a way to stand out from your competitors who may also be publishing blogs of their own.

Here are five things that you can do when writing real estate blog articles to help catch the eye of current and future home buyers or sellers.

1. The Problem-Solution Formula Shines with Real Estate Blogs

Few things in life inspire more questions than buying or selling a home. That’s great for writing a real estate blog because you’ll have no shortage of topic ideas.

Strive to make your blog as useful as possible by providing valuable content that answers questions or solves problems. To get started, I recommend spending some time brainstorming the most common questions or problems that your current and potential clients have.

Then, use the problem-solution or question-answer formula to structure the content of your posts. It looks like this:

real estate blog writers - PAS quote

2. Get Down with Local SEO for Real Estate Targeting

Ever walked by a bench at a bus stop and see an ad for a real estate agent? That agent likely works in that immediate neighborhood and knows it well.

Local SEO is the digital equivalent of that park bench. It lets you target a very specific area to attract clients who are looking at the neighborhoods you know and sell (or buy) within.

You can harness the power of local SEO through a number of different ways:

  • Create a Google My Business If you’ve got a formal office, create a Google My Business account, and get it listed.
  • Create content around local news stories. Did something newsworthy happen in your neighborhoods? Blog about it!
  • Optimize for “near me” searches. Include your location prominently on your site. That’ll help it bubble to the top when users do local searches.

Got SEO writing questions? Check out my 20+ page ebook, The SEO Content Writer’s Cheat Sheet, to brush up your skills. ?

3. Play Up Your Real Estate Blog Content Differentiation Factor

In my book Practical Content Strategy & Marketing, I introduce a concept known as the Content Differentiation Factor, or CDF. I define this as the thing – the perspective, angle, or unique voice – that helps your content stand out from your competition.

Your CDF is similar to your unique selling proposition (USP) and may even be linked. In fact, you might even find yourself asking similar questions when identifying your CDF. Ask yourself:

  • What can I say on this topic that no one else can?
  • What unique experiences do I have that inform my practice?
  • How can I deliver value to my current and potential customers based on my perspective?

Why is doing this so important? Because according to the National Association of Realtors, there are 1.3 million agents out there in the U.S. alone. If you don’t differentiate yourself, you’ll get lost quickly in the sea of your competitors.

CDF - content differentiation factor

How is your content house standing out from the competition?

How to write helpful, inspiring real estate blog content: Use a proven writing formula to structure your content, like PAS (Problem-Solution). ? Get down with local SEO. ? Make sure your perspective is unique. ? More tips this way ? Click To Tweet

4. Look for Knowledge Gaps in the Real Estate Blogs Already Out There

The prevalence of realtors and real estate agents means that readers will also have no dearth of options for blogs. Therefore, make sure you’re not simply rehashing what’s already out there.

Spend some time looking for topics or angles that haven’t been covered by other bloggers. That will let you create a truly valuable real estate blog that hooks readers and converts them. Do:

  • Perform competitive analyses on top ranking articles. Identify what they talk about and what they miss, then create a more comprehensive resource.
  • Use fresh examples and illustrations. Don’t reuse the same tired analogies over and over. Find new ways to say things or illustrate examples.
  • Draw on your firsthand experience. Demonstrated expertise is a powerful tool for proving you’re an expert in real estate.

5. Pay Extra Careful Attention to Quality

As noted above, a real estate blog very likely falls under the YMYL category. That means you’ll need to pay attention to all of the indicators that Google uses to identify high-quality YMYL pages.


  • Cite high-quality sources. Use Alexa’s Page Rank tool to identify prominent or credible domains. The lower the site rank, the larger and more authoritative the site.
  • Display your bio prominently. Make your professional presence clear and boost page transparency by identifying yourself.
  • Produce detailed, comprehensive content. Google refers often to content “satisfaction” in its evaluator guidelines. In short, did the content cover the topic fully? If so, you’ll earn a higher quality score.

Get Real Estate Blog Writers Who Know Your Turf

You know your turf like the back of your hand – your blog is the place to make that expertise shine. By producing unique, helpful real estate content chock full of insights your readers can’t find elsewhere, you’re creating a valuable resource that wins eyes and conversions.

I’ve covered quite a bit of the information that you need to get started writing a real estate blog. From questions around Google’s quality requirements to tips for creating thoughtful, engaging copy, you’re now prepared to go forth and demonstrate your expertise wherever your home turf may be.

Of course, expert real estate blog writers can also help. Check out our content shop to see what our real estate copywriters are able to offer you, or discover how an expert copywriter can create quality content for your unique niche.

Happy helping!

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