Using a blog and newsletter to grow your real estate business

One building block at a time

A real estate agent’s job isn’t just helping clients buy and sell homes. A large part of what you do involves marketing and relationship building. Successful agents constantly promote their business and spread awareness in an effort to bring in new clients.

One way you can grow your marketing efforts and connect with a larger audience is by publishing blogs and newsletters.


By regularly creating content you can bring in new clients, maintain relationships with past clients, and increase referral opportunities. How? Check out a few ways you can use blog and newsletter content to launch and maximize marketing efforts for your real estate business.

Create valuable blog content that’s useful for homebuyers

Most people don’t have an extensive knowledge of real estate processes and procedures. So as they prepare to make a transaction, they go online to research. They look for guides and tips to help them navigate the complicated process of buying or selling their home.

This creates a big opportunity for real estate agents to make introductions with prospects by providing educational content about real estate.

If you think you don’t have any useful information to share through your blog, make a list of the questions that your clients regularly ask you. Then, turn each one of those questions into a blog post. To learn more, see read this terrific post.

By filling your website with blog content that is useful for homebuyers, you draw your target audience into your website, provide immediate value, and make an organic introduction.

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Create geocentric blog posts that are fun and shareable

Creating valuable, useful blog posts is one way to get prospects to your website. Another approach is publishing entertaining, geocentric posts. Play off the reader’s desire for personalized content by creating blog posts that relate to the specific geographic area where you sell real estate.

People love to read and share content that relates directly to their interests or identity.


liberty-bellOne real estate website that does this wonderfully is Movoto. They frequently post geocentric posts that readers can’t help but click on. Posts such as “10 Tampa Stereotypes that Are Completely Accurate” or “31 Things People Always Ask When You’re From Philadelphia” end up being shared thousands of times, expanding the reach of the real estate company with every “ike.”

These entertaining, lighthearted posts aren’t directly related to real estate, but they are targeted to a specific audience located in a certain area. Publishing posts like this will increase the likelihood of your content being shared with people who live in or are planning on moving to your area.

Curate event listings

Continue to connect with your local audience by creating a city event list. You can publish this list on your blog and promote it through your newsletter.

You want to use content to attract new prospects and engage past clients. Local event listings are useful and interesting anyone in your area so it helps you reach both audiences. Even past clients, who are no longer looking at real estate, will be interested in what is going on in their neighborhood.

Delivering relevant content to inactive clients keeps your name in front of them. Then when the reader or one of their acquaintances needs a real estate agent, your name will be the first to come to mind, increasing client retention and referrals.

Distribute your content consistently

If you are going to use a blog or newsletter content strategy, you need to commit to a distribution schedule.

Sporadically and randomly posting content will not create the impact that a regularly scheduled content plan will.


That doesn’t mean you need to publish constantly. You can have a light publication schedule — as long as you publish consistently, such as every other Monday or on the 15th of every month.

Create a blog schedule first. Then, build your newsletter schedule around it so you can include a teaser and link for your new blog post in each newsletter.

Segment your email list

As mentioned earlier, you will have different types of audiences. That list might include:

  • Buyers
  • Sellers
  • First-time homebuyers
  • First-time sellers
  • Commercial buyers/sellers
  • Investors/flippers
  • Active clients
  • Inactive clients

Set up your email list with segments that describe the contact so you can provide them with content that is always relevant to them. You don’t want to send new listings to a client who recently purchased a home, and you don’t want to send a commercial real estate guide to a first-time home buyer.

Segmenting your list will prevent you sending irrelevant content to your audience — which will decrease the unsubscribe rates from your newsletter. When readers receive content that is relevant and useful to them, they will be happy to receive your content and perhaps even look forward to it. Get more email best practices here.

People are tired of being marketed to. But when you provide interesting, educational or entertaining content that relates to a person’s specific identity or need, they don’t see it as marketing. Providing such content positions you as a helpful source and reference who people will go to, go back to, or refer someone to when they are in need — making blogs and newsletters a prime place for real estate agents to promote their businesses.

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