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How to Create Customer-Focused Web Content That Grows Your Brokerage

You are an awesome SME. Did you know it?

SME stands for subject-matter expert. Its broadest definition refers to someone who has great expertise on a topic. SMEs commonly work in software development, IT, law, and publishing.

In the real estate business, SMEs are the realtors and industry professionals who run the brokerage.

That’s you. You have expert knowledge about the market and your area of service. You know what type of properties are for sale and who’s looking for them. You’re continually adding to your knowledge base with every new listing and sale.

You also know that a big part of real estate is providing information. Every day and to every client. Where are the best schools? What’s the neighborhood like? How should I prepare my house for the market?

There’s a compelling reason why your brokerage website should provide information to your clients at every step of a real estate transaction. Google has the answers to virtually any real estate question that can be asked. In the digital marketplace, the brokerage who supplies those answers frequently gains a lead.

You want to be the brokerage who supplies that information and gets that lead.

Your clients need more than a property description in an MLS listing to make a decision. Great real estate websites provide a wide range of real estate guides that offer on-demand information and 24/7 lead conversion opportunities. Check out these examples from some our Boston Logic clients:

JMW’s Guide to Buying Real Estate on Cape Cod

Peabody & Smith’s White Mountain Home Selling Guide

Aspen Resort Luxury Rentals Aspen Vacation Guide

Barker Realty’s Sante Fe New Resident’s Guide


The Boston Logic CMS (content management system) lets users edit and publish their own web pages, making it easy for real estate SMEs like you to create and edit your own web-based guides. Follow these four steps for how to do it.


Step 1: Set a Strategy

A web-based guide is content that lives on your website. Before you ever draft a word, your first step is to develop a strategy for why you are creating that content. Here’s a basic set of questions to answer to develop a content strategy:

  • Who is the audience for the content? Is it first-time homebuyers? Luxury buyers? Homesellers?
  • What customer needs will it fulfill?
  • How will customers find the content? What is your content distribution plan?
  • How will the content generate leads?
  • How will you measure success once the content is launched?


Step 2: Plan and Create the Content

As a realtor, you wear many hats. You or someone on your team should follow these steps to plan and create your web-based guide, using your content strategy as a guide:

  • Research and gather sources.
  • Create a table of contents and an outline. Consider elements such as type and style of heads, type of narrative (narrative text? bullet points? hint: have both), and content length.
  • Write, edit, and proofread. The best practice is to have someone other than the writer act as editor.
  • Plan, source, and select images. Think photos, infographics, and charts.
  • Use the Boston Logic Platform to build CMS pages. Our text editing tool makes it easy to format text and add images.
  • Follow our SEO best practices to add internal links and develop metadata.


Step 3: Launch the Content

Back in Step 1, you developed a strategy that included a content distribution plan. Now it’s time to launch that plan. Be sure it covers these elements:

  • How the content will be distributed. Never create content that just sits on your website. Download our free eBook for tips on how to launch and distribute your web guides by creating social media campaigns.
  • Whether or not the content is gated. Gated content requires the user to take a specific action in order to gain access, such as filling out a form. Gated content is designed to create a lead.
  • How and when to refresh and recirculate your web guide. Revisit your content at predetermined intervals (perhaps quarterly or yearly) to update or add content, check external links, and add new images. This Moz guide to content marketing has a great chapter on maintaining and repurposing content.


Step 4: Analyze Effectiveness

How do you know if your web guide is meeting its purpose? You’ll need to look at some data courtesy of Google Analytics.  

Google Analytics is a powerful analytics tool that helps you identify which pages on your site are engaging visitors, and which you need to adjust. Read our blog post on Making Sense of your Google Analytics Data to find out how to use this tool.

You can also download our free eBook, The Marketer’s Guide to Google’s Product Suite, to learn more about what Google Analytics data tells you and how you can use it to improve your website’s SEO.


Being a subject-matter expert in your field makes you uniquely qualified to create web guides that drive more visitors to your site and increase leads. You already have the knowledge and expertise your customers need. The Boston Logic Platform—and these four steps—gives you the tools and resources to do the rest.