Your search results

Real Estate Website Content: How to Write Stuff People Will Actually Read

Posted by robinkw on November 7, 2013
| 0

Writing real estate website content is easier than you think—although still not easy, otherwise our writer wouldn’t have as much work as she does. If you’ve decided to try writing your own website content, good on ya’. As always, we want you to succeed online, so we’ve got some great tips from our professional writer about how to write great real estate website content—that people will actually read. The even better news is that we’ve made it an easy-to-follow numbered list…


  1. The Them-Not-You Rule
    The temptation when writing real estate website content is to write what you want to write about and not what your audience wants to hear. Well, if you want people to read it you need to write what they want to know about. There’s an easy way to find out what they want—just ask them. Ask your clients, past clients and friends what information they want to read when they’re buying or selling their home.
  2. Be Specific—be, be specificThe internet is full of bullcrap ‘fluff’. It doesn’t need anymore. In fact its fluff quotient has reached maximum capacity. So, when writing content be extremely specific and avoid generalizations. Instead of writing about “4 Generic Things to Look for in Homes” write about “12 Easy Upgrades that Add $10,000 in Value to your Home”.When you’re writing about real estate in your area, refer to specific neighbourhoods, condo buildings, and specific amenities, etc. Don’t write on a listing that it is “close to restaurants, shops and other amenities”, instead wrote “close to the high-end grocery store Sobey’s and 3.7 minutes walk from super-affordable No Frills”, or “literally, right around the corner from award-winning restaurant L’anzorellis”
  3. SEO
    Without SEO-ifiying your content it won’t be found. So there’s no point in writing New York Times-quality content if you don’t SEO-ify so that people have the opportunity to read it. Now, SEO is too complex to summarize in a few sentences, but if you can do the following things you’ll be in good shape:
  • Use at or around 350-words (although more is always good too). Google likes this number.
  • Use your keyword (you can use Google’s free keyword research tool in both your headline and in the first paragraph, ideally at the beginning of each. Then use it another 2 times throughout the article/content.
  • Use images and put in an ‘alt image tag’ with your keyword. You can Google how to do this within WordPress. Once you’ve done it once it is very easy.
  • Add one inbound link and one outbound. Inbound is a link to another article or page on your site, and outbound is to another site (which could be Wikipedia, city council, or whatever relates to your article).
  1. Easy-To-Read RuleWriting online content is all about making it easy-to-read and easy-to-skim through. Our attention spans are short and large blocks of text scare us away. So, use short paragraphs and whenever possible use a numbered list, bulleted list or subheadings to create visual reference points.If you question the validity of this, compare this article you’re reading now to one without a numbered list, bulleted points or subheadings. You’ll immediately notice the difference and 99% of readers will gravitate towards the one that is better formatted.
  2. Catchy Headline Your headline is your first—and often only—opportunity to capture a reader’s attention. There is some great headline-writing, attention-capturing advice here (

Now, go forth and be a wonderful scribe! And of course, should you tire of writing blog posts and listing write ups (most people hit a creative wall eventually), just write us a line—we can always take over.