Types of Posts for CRE Blogs


Your audience is ready. What are you going to tell them?

Ready to start writing for your commercial real estate blog?

Yes? Super duper!

. . . go ahead . . . .

. . . right now  . . .

. . . any time . . .

. . . we are waiting . . .

Need some ideas where to start? Well, I would suggest that you review our previous posts about the 5 Steps to Posting on Your CRE Blog. After that, you probably need an idea.

We can help you with that.

In my mind there are a few basic types of articles to write for CRE specific sites: quick notes on news, reviews of other people’s articles, a curation of resources, opinions (my favorite), product reviews, interviews, or data interpretation.

Let’s take them one-at-a time:

1. Quick Notes on News

This is one of the quickest and easiest posts. You simply take some news that’s published elsewhere and post it on your site. You are adding value to your readers because you are saving them the time of finding these articles themselves. I like to put comments or observations with my links, but it is more than sufficient to simply repost and add links to current news. Curbed does a good job of creating posts around news and Llenrock does a great job of simply reposting articles (or videos, in this case).


2. Reviews of Other People’s Articles

No need to get in anyone's face

This is slightly different than notes on news because it involves opinions. In this type of post, you are commenting on a post someone else made by agreeing with or disagreeing with their view on Subject X. You can also use this type of post to draw attention to a post that you like and what it did for you. You can say “I saw THIS post at THAT site and it helped me do THIS for THAT thing.” That way you are validating the article, but also taking it one step further to its application in your life/business/career. If you read an article on TentBlogger about coworking space, you could talk about how it made you realize the sudden demand for that type of office product in the city and then muse for a few paragraphs about the finer points of that trend. (Tip – Be nice here. The internet is written in ink and people will never forget when you call their opinion stupid or ridiculous.)



3. A Curation of Resources

This is one of my favorites to read, but not necessarily my favorite to write. It’s basically just a huge list of resources for a given category. These posts save your readers a massive amount of time and energy in research. If you have all of the latest and greatest resources in one place, they don’t have to waste their precious time looking for the right link. DailyTekk is one of the best on the planet at this and Duke Long has great posts about people to follow on LinkedIn, CRE blogs to read, or CRE people to follow on Twitter.


4. Opinions

Think that building is ugly? Are all traffic engineers idiots? Is TSPLOST the best thing to happen to Atlanta since the Olympics? Write it down, defend it, and prepare for a fight. Nothing gets comments going more than a strong opinion article. I love this type of writing because . . . I’m opinionated (scandalous revelation, no?). I have strong opinions and I like sharing them. There are so many facets to our industry and our city that these topics are almost unlimited, and as long as you remain cordial and respectful of the opposing view, these are some of the most interesting articles to read. Coy Davidson does a good job on these posts.


5. Product Reviews

Did you just try to CoStarGo app? Have you found some flaws in ARGUS? Did you just visit a recently opened property? Review it (them) and share in your post. As I mentioned above, you are saving time for your readers here. Readers like this for the same reason they like to check Rotten Tomatoes. They want to see what others are saying before they form their opinion. CRE-Apps is the winner in this arena.


6. Interviews

Sit down with a local executive and ask him 3/5/10 interesting questions. There are very few rules when you’re writing for a blog instead of a newspaper, so feel free to be creative with your questions because creative questions will create interesting responses. I would caution you thusly: be respectful of their time and send them the questions ahead of time. Execs are very busy and have many demands on their time. Don’t come in asking for an hour. Ask for 20 minutes and be grateful when you get it. Also, let him or her read the questions ahead of time. That way they aren’t caught off guard and they can prepare witty or pithy replies. Make them look smart and they will like you. Then publish it and let me read it!


7. Data Interpretation

The census just published some good data or the government just provided voting trends for the city? Pick through it, find a trend, and comment on it. This can be time-consuming and (if the data isn’t easily sortable) tedious. But these posts are VERY interesting and thought provoking. You can drive a ton of traffic to your site with an original trend idea that you noticed from the data. Maybe 94% of unmarried Asians in Atlanta vote against TSPLOST in July. Why did that happen and why should I care? That would be an interesting article worth a read.


There may be more types of posts and the more creative you can get the better. But those 7 listed above are by far the most common and highly read types of posts on blogs.

Think about the types of posts that you read. Would you agree that most of them fall into these categories? Do you prefer re-packaged information like 1,2,3 & 7? Or do you prefer more original content like 4, 5, and 6? Let us know in the comments!

– Duke



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