We’ve talked before about why you need a 

, but let’s walk through the process of creating your blog and using it to gain followers and drive clients to your business.

The term blog comes from “web log” and that is what a blog is– it’s a log of information you put out on the web.

The first step is to define your niche, or the scope of your blog. That’s easy: your real estate business.

Second is to pick a platform on which to build your blog. There are 

, one of the oldest and biggest blogging platforms.

Setting up your blog on WordPress is free. Check out 

If you already have your own business website, your blog can be linked to your website as an external page link. Don't have your own website? No problem! You will need to purchase a domain name in order to give your blog an address on the internet. If your name is not available, add something that identifies what you do or where your market is:

The other component that you pay for is hosting, which is paying a service to put your blog/website on the web.

Each time you add a new post to your blog, you are creating another virtual page on your website/blog. Each page is content that increases your presence on the internet. There is a saying that “content is king;” the more content you have the more you show up in searches.

You may have heard terms such as SEO strategy, keyword research related to blog content. SEO stands for Search Engine Optimization, which is merely the practice of planning web content to optimize its “searchability,” or to show up in more searches and higher up in searches. Ideally, you want your page to show up on the first page of Google results in searches. SEO strategy is designed to achieve that goal. You can also manually 

 by searching your target keywords and seeing where your page appears in the results.

Keyword research is one of the steps in SEO. 

It refers to using terminology that your clientele relates to and would use in searching for information.

For example, a post titled “Home Sale Trends in Valley High School District, Rosetown” will get a lot more hits than a post titled “Neighborhood Market Trends.”

Don’t forget that while you know where you live and work, your information is out there on the world wide web, fighting to be seen. With that said, you don’t need to be too concerned with writing to SEO or keywords. Just write in a casual, friendly voice, using descriptive phrases, in a language that anyone can understand.

Here are a few more ways blogging helps build your business.

Blogging gives you the opportunity to steer clients using internal links. We’ve done that here with this link back to our 

. The first sentence in this post also includes an internal link back to a previous post about business blogging.

Blogging helps build your email list if you include an invitation to subscribe to your blog.

You can get feedback from readers by allowing them to comment on your blog posts. This is usually a feature you can turn on or off for each post.

Blogging gives you additional social media content. Each time you post to your blog, you will want to promote the post on all of your social media accounts: Facebook, Instagram, Twitter, LinkedIn, and Pinterest.

Let us know if you enjoyed this post and if you have additional suggestions for blogging to build your business. (That’s a call to action, BTW, one more strategy tip!)

How to Blog to Build Your Real Estate Business

You may think of other real estate agents as the competition. It's true, you are competing for clients and listings, but when you are working with another agent on a transaction, you become a strange sort of team...competitors with a common goal: close the deal to everyone's satisfaction. Which leads to the question of why you 

Think about that wonderful feeling of closing a sale where you and the other agent worked well together. You communicated well, you problem-solved together, you could put your arms around each other for a photo at the closing table without wanting to strangle each other...That's a great feeling.

The best part about that feeling is knowing that that agent is now part of your tribe, even if you work for different brokers. You have bonded. You are in each other's network. You've got each others' backs.

Supporting Your Competitors Lifts Everyone Up

Supporting your competition helps your industry thrive. We have all worked with agents who are difficult, unyielding, or just plain nasty. You see their name on a listing and pray your client won't buy that house so you don't have to work with them. 

Working with other agents helps everyone become more successful.

Working well with other agents, helping each other to find answers, solve problems, and make progress during transactions teaches you who knows what about what. You may have an issue down the road and remember that agent you worked with last year who knew a lot about that particular area. You want to have good relationships with agents who know more than you do and are happy to help you.

At some point down the road, you will become that person to another agent. 

Referrals are the core of our business, and referrals from other agents are gold. Many agents don't want business outside of their farm area, or they have more work than they can handle or vacation often and need someone to pass leads to. Developing relationships with other agents, and nurturing those connections, will bring you new business.

Here are some ideas for to market yourself to other agents:

Follow other agents on social media. Like and comment on their posts. Congratulate them on closings.

Follow local real estate groups and use local real estate oriented hashtags.

Join forces to advertise properties in the same neighborhood.

Team up with other agents who have listings close to your listings for joint open house hours. 

Participate in social events hosted by your Realtor's association.

Include agents on your email newsletter so they can see what you are doing.

Ready to join a community that are looking to grow your network?! 

Why You Need to Market Yourself to Other Agents

 is your most valuable source of referrals and new business. These are the people who know you, or know of you, and they are also your most cost-effective audience to market to. You shouldn’t have to spend much to grow the circle of people who know, like, and trust you.

Your SOI goes beyond just friends and family. It includes:

Your friends’ and family’s extended networks

Children’s teachers, coaches, and classmates’ families

Friends, family, or acquaintances in other cities and states who could refer or seek referrals in the future

The simplest way to grow your SOI is to make sure people in your life know who you are, what you do, and that you’re available to help with their real estate needs.

Social media is one of the easiest and most effective ways to expand your reach. Consistency is key: post a mix of real estate content (listings, buyer tips, market updates) and personal posts that let people see the real you. Share behind-the-scenes moments, client success stories, and glimpses into your daily life.

Engagement is just as important as posting. Comment on friends’ milestones, cheer them on in their accomplishments, and share their businesses. This reciprocity keeps you top of mind without feeling pushy. Over time, your SOI will associate you with being approachable, knowledgeable, and ready to help when real estate comes up.

Think of swag as free advertising. A name badge, branded hat, or casual T-shirt with your logo can spark conversations in the most unexpected places. When you run into someone at the store, it gives them an immediate reminder of what you do, without you even saying a word.

Your SOI isn’t just who you already know — it’s who you interact with every day. The barista who makes your latte, the parent sitting next to you at a soccer game, or the receptionist at your doctor’s office could all be part of your growing circle.

The trick is to start simple. Ask about their day, compliment their work, or comment on something you have in common. Once you’ve built rapport, naturally mention your work. For example, if someone talks about moving closer to family, you can say, “I actually help people with moves like that all the time!” Subtle cues can open the door to a referral.

Networking groups connect you with like-minded professionals who can become referral partners. Think beyond real estate — hair stylists, insurance agents, financial planners, and small business owners all serve people who may need real estate services.

Commit to showing up consistently and building authentic relationships. Bring value to the group by making introductions, supporting others’ businesses, and offering helpful advice. When people see that you’re a resource, they’ll naturally want to send business your way.

Never underestimate the power of a business card. Keep them in your wallet, your car, your purse, and even your gym bag. Hand one to your server after a great meal, slip one in when mailing a thank-you note, or leave a few at local coffee shops or community bulletin boards.

Email marketing is still one of the most cost-effective ways to stay connected. Start by compiling addresses from your phone, social media, and past client lists. Send out a monthly newsletter with market updates, helpful homeowner tips, and a quick personal note.

Keep it light and valuable — something people look forward to opening. For example, include a seasonal checklist (like “5 Things to Do Before Winter Hits”) or a spotlight on a local business. Always close with a gentle reminder: “If you or someone you know is thinking about buying or selling, I’d love to help.”

Show up, contribute, and be visible. Whether you’re helping at a fundraiser, coaching, or ringing the Salvation Army bell, wear your name badge and keep cards handy.

Other real estate agents can be an incredible source of support and opportunity. By building relationships with peers, you open the door to referral partnerships, especially with agents outside your market area. For example, if you know an agent in another city, they may refer relocating clients your way — and you can do the same.


Stay connected with fellow agents through conferences, brokerage events, or online real estate communities. Don’t just think of them as competitors — think of them as colleagues who “get it.” By collaborating, you’ll gain insights, encouragement, and new business opportunities.

✨ Ready to put these SOI strategies into action? Don’t do it alone. At 

, we give you the exact tools, templates, and confidence you need to grow your business with ease. From social media content to email newsletters and client touchpoints, we make staying top of mind simple and effective.

👉 Join thousands of agents who are building thriving businesses with us. 

Become a Coffee & Contracts Member Today.

Deb Ingram

More by Deb

How to Blog to Build Your Real Estate Business

Why You Need to Market Yourself to Other Agents

8 Ways to Expand Your Sphere of Influence