Trying To Come Up With Topics For Your Business’s Blog? This May Help…

For anyone who has arrived here for the first time, one of the constants in this blog is that the topics will tend to be diverse and not necessarily related to title insurance or real estate!

In fact very few articles will have anything to do with title insurance while a slightly larger number will focus on the real estate industry in general.

Given that you may be asking yourself right now about now why, if I own a title insurance company, I don’t specifically speak about my industry?

After all if the players in the real estate arena are my target market shouldn’t I be focusing directly on them?

The simple answer is that the universe of individuals who would be interested in learning about any new developments in the area of title insurance is somewhat (okay extremely) limited.

And in addition, because individual homebuyers or mortgage refinancers can reach out to me directly and so are also my target market, limiting my readership is absolutely not in my best interest.

Therefore, because my desire is to appeal to a wide ranging demographic and readership, articles need to cover topics that will have a more universal appeal.

But that said, what if YOU are the writer of a blog tasked with covering a specific industry and you don’t have the luxury of being able to write about anything else?

Every week, day or multiple times a day you may likely wonder about how to continue coming up with topics that people will actually tune into and read when sometimes it seems that the well may have run dry?

Blog Topic Ideas

From Inman, this is a great list of ideas that in some way may segue to your industry, even if that industry is not real property related!

  • How-to guides. It’s been said that if you can’t teach a subject or idea, you don’t know it well enough. Real estate professionals have a wealth of practical knowledge on everything including home improvements, decor and personal finances. By sharing this knowledge in educational step-by-step guides, you’ll provide instant value and show customers you’re someone they should work with. Possible topics include homeownership, renting and leasing, preparing a home for sale, vacations, and mortgages and financing.
  • Neighborhood guides. Write an overview for each neighborhood or area you serve. What are the residents like (age, income, demographics)? What parks, businesses and attractions are there? What are the schools like? What is the region’s history? What types of architecture are prominent? Cover the three basic questions of “who,” “what” and “where,” and highlight features most likely to pique readers’ interest.
  • Local business reviews and recommendations. When moving to a new and unfamiliar area, real estate consumers want the inside scoop on what it’s really like to live there — and maps and local search engines such as Yelp can only take them so far. By reviewing area restaurants, retailers, parks and cultural institutions, either individually or with a “top 10″-type countdown, you demonstrate that you’re both a local expert and an active participant in your community.
  • Listing profiles. People come to real estate websites to see real estate, so give them what they want by profiling listings you’ve recently added to your inventory or sold. “Hang on,” you might say. “I thought I wasn’t supposed to use my blog to sell.” Although you certainly shouldn’t create blog posts for every property in your inventory, some homes are truly worth sharing. As long as you keep in mind the goal of creating value for your readers, profiles of standout listings can demonstrate your good taste to buyers and show sellers that you know how to market a home. Listing profiles also present a fantastic opportunity to incorporate video.
  • Content lists and resource pages. Just because a topic has already been covered extensively by bloggers and experts, it doesn’t mean you can’t write about it. In fact, you can turn that glut of information into your own blog post by curating and organizing it into an authoritative content list, with links, descriptions and commentary. It might not be as impressive as original research, but it can be just as valuable to consumers researching a topic area.
  • Newsjacking. Although it’s not as “evergreen” as the other post ideas on this list, writing about breaking news offers a fantastic opportunity to drive traffic around trending topics. Instead, of devoting a newsjacking post to the current events themselves, you can use them as a jumping-off point. At the Placester Academy, for instance, we created a post exploring what Lady Gaga’s recent tour could teach agents about marketing themselves. That post was picked up and shared by lots of readers, as well as other publications. Obviously, effective “newsjacking” requires some agility and an eye for what’s catching on so that you can be ahead of the curve, rather than behind it.
  • Responses and rebuttals. Another way to use existing material to your advantage is to respond to the opinions of other writers and experts. Like newsjacking, response posts provide the opportunity to engage an audience that’s already participating in a conversation. An good response post takes a strong, decisive position. The more controversial your opinion, the stronger your challenge, the bigger the impact your post will have. Be provocative, and above all, honest.
  • Client stories. Everyone loves a good success story. By offering your readers real-life accounts of the homebuying and selling process from your current and past customers, you demonstrate that you understand their perspective and the challenges they face. Client stories also give you the opportunity to show potential customers how you’ll use your experience to overcome these challenges and deliver on your promises. Using video to put a face and a voice on your customers will add even more authenticity.
  • Interviews. In addition to offering your own insight, you can give consumers a deeper view of your community and your profession by interviewing other experts and influencers. Check local publications to see who’s making news. Talk to school principals, city officials, successful business owners and local celebrities. Ask them what they think is so special about their community. Put your subjects on camera for an even more engaging experience.
  • Market analysis. The “real estate market” is a slippery subject, and consumers are looking for an agent who understands the current state of the business. Write about changes, trends and breaking news in the real estate market. Offer growth statistics and break them down into analysis your customers can understand. Stay up to date and offer your opinion.

I hope that this helps!


Michael Haltman, President of Hallmark Abstract Service, New York.

HAS is a provider of title insurance in New York State for residential and commercial real estate transactions.

And, for anyone either buying a property or refinancing, remember that although your attorney will likely recommend a title insurance provider you always have the right to choose your own (click here to learn more)!

If you have any questions you can reach Michael by email at

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