Editor’s note: Candy Evans is a real estate reporter, blogger and consultant. She writes for AOL’s Housing Watch and Joel Kotkin’s The New Geography. She is the founder and creator of, a blog that focuses on vacation homes.

Whoa there, bet you read that headline twice.

My point exactly.

As a journalist and real estate editor, I created a blog for our local city magazine’s website with zero marketing dollars. No ads, no billboards, just an occasional link from one of the other blogs, if I was lucky. Thus, I had to learn how to write salaciously, weave in the real estate information with zippy headlines and topics … even some scandal, if possible.

In other words, I had to sell a blog like a newspaper or magazine: great content, catchy heads.

And yet, we have to pay homage to the search-engine gods and load search-engine optimization into as many graphs as possible, which can sometimes make for boring writing.

That’s where being an old-fashioned wordsmith comes in handy — handier, perhaps, than all the high-tech gadgets in the world.

How do you do it?

1. Don’t pontificate. Your readers want facts and information, not what happened to you at the last National Association of Realtors convention when you almost lost your cell phone. Give them information — rich facts — in an earnest, honest form.

2. Think of unique ways to say what it is you are going to say. For example, a recent post on how Plano, Texas, was recently listed as one of the safest cities in the nation is worthy of a post. It’s also big news because many of us in North Texas remember all too well a different perspective on Plano, from about 15 years ago when some Plano teens died from heroin overdoses. Would you write: "Plano, Texas Makes Safest City List"? Here’s what I said: "Plano is So Boring. No One Ever Gets Killed Up There."

3. Good blogging has an element of drama to it. A tease. One of my most successful guest posts was from an agent we called "Secret Agent," complete with logo. Up next: Real Estate’s Witness Protection Program.

4. If you have a lot to say, don’t hesitate to keep the conversation going, much like a "to be continued …" series in several different posts. This will keep your readers coming back.

5. Good writing is like music: it has a flow. Look at your sentences carefully when you proof and feel the music of the words. Don’t repeat words; use a thesaurus. Alternate longer and shorter sentences. Use more verbs for action.

6. Be human. Admit your errors even as you engage your readers. Maybe your first thoughts were not entirely clear on that topic, maybe you’ve changed your mind as a result of the interactive communication you’ve just had! Go and grow with it, and treat readers like they are having coffee with you at Starbucks. Laugh, tease, inform, exchange. That’s what successful blogging is all about.

How do you keep your blog posts exciting?

View the original blog post.

Future of Real Estate Marketing is a part of Inman News.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription