Content Marketing Spotlight: National Association of Realtors Blog

Representing over 1.1 million Members, the National Association of Realtors is the largest trade association in the United States. The NAR membership includes residential and commercial real estate agents, property managers, salespeople, appraisers, counselors, brokers, and all other professionals involved in the real estate industry. As part of its service to members the NAR publishes the REALTOR® Magazine.

Content Strategy

Speaking of Real Estate is the NAR blog and an extension of the REALTOR® Magazine. Staff researchers and NAR members supply current content. The blog publishes timely real estate articles intended to provide visitors and members a chance provide input into REALTOR® magazine's editorial content. Other posted blogs preview content in development for future publication. Readers are encouraged to share stories, make comments, and take an active role in shaping the blog.

Why Their Strategy Works

The Speaking of Real Estate blog is a prime example of real estate content marketing done right. Speaking of Real Estate works because it encourages audience involvement. Readers submit comments at the bottom of individual posts. By encouraging comments and feedback, the blog is constantly sourcing new stories. The editors always keep a thumb on what issues matter most to their audience. In turn, the writers are producing content in response to the latest questions and trends. That's exactly what we want from content marketing: to address the needs of your audience.

Speaking of Real Estate is an extension of another content tool, the REALTOR® magazine. The blog content includes access to videos and webinars, plus traditional articles. Working in tandem, the blog and the magazine encourage members to see the brand value in NAR research and publications. Readers are educated in real-time trends through the blog and turn to the publication for thoughtful pieces on the overarching influences in the real estate industry. The blog pushes the magazine content and vice versa, creating a constant cycle of engagement and discussion.

For optimal content distribution, readers subscribe to Speaking of Real Estate on RSS feeds or follow socially. The blog has a real estate news feed that appears on the homepage along with an update on the most recent social posts and comments. Users can share the content quickly and easily on numerous social platforms from the offered social sharing buttons.

How to connect

Read the Speaking of Real Estate blog or visit to add RSS code to your feeder. The latest content is distributed through Facebook and Twitter. See individual posts to share REALTOR® magazine content on additional social platforms like a Google Plus and LinkedIn. Editorial contact information is available on the blog’s contact page. More blog posts also available through the NAR home page.

Example

Readers can share content on numerous social platforms.