5 Tips for Your Commercial Real Estate Blog Posts


How Do You Write on the Internet?

As part of an ongoing discussion about blogging and sites centered on commercial real estate, a question continues to present itself:

What makes a great blog post?

There are dozens of resources and opinions on the topic, but I want to distill my answer into what I think are the 5 most important. My answers are below.


1. Get the headline right

The headline is the first thing a visitor or searcher will see when roaming the interwebs. If your headline doesn’t tell the reader what the post is about and why they should care, they will keep skimming elsewhere. Create a line that balances the thrust of your topic with something that will grab a reader’s attention. For instance, instead of titling your article “How to Improve Cyber-Security at Your Data Center” call it “Keep Hackers Out of Your Data!” See how they both show the theme of the article but the second one makes you want to click?

2. Have images

Readers like pretty stuff. Notice the nice image at the top of this post? That isn’t an accident. Get good-looking images in your post and people will stay on the page long enough to read your content. Dry text is . . . dry. Spice it up with great imagery.

3. Be brief

Hopefully it goes without saying that you should have interesting topics on your site. I would argue that HOW you say it is almost as important as WHAT you say. Never take five words to say something you could say in two. Readers highly value their time and have a few seconds to read your junk. Be  short and to-the-point. The sweet-spot for SEO and readability is 200-500 words. Aim for that.

Hey! Look at me! I say interesting stuff!

4. Have great links

Posts are more than words and pictures. They should be connected to other posts in your site and resources outside your site. That way you are providing additional content for readers and corroborating evidence for your post. Give readers something to click and learn outside of your site and they will come back.

5. End well

 Posts should end with a call to action or conversation starter. If you want someone to engage with your site, ask them what they think about your opinion. How is their experience different? What resources do they use? When is the best time to . . .? Get people commenting and they will come back to the site to see how others have responded to their comments.


Is the APJ great at all of these 5 tips? Not yet. But we know the goal and we are getting there. We learn more every day about the art and science of writing for the internet.

If you have any tips, advice for us, or general comments, please let us know in the comments below.

Happy posting!

– Duke

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