Okay so I know Spring hasn’t sprung just yet, but I have been wanting to write this one for weeks and I can’t wait any longer.

I hope that most of you have your own real estate website by now! However, once you do get it up and running, you can’t just leave it alone and let it sit there all stagnant and shit. At least not if you want real traffic and real clients from it!

In order to please the Google Gods and make sure that your real estate website is doing all that it should for you, you should take some time each season (at the least) to perform a little checkup.

Today, I’m going to share with you five key areas that you need to keep your eye on.

1. Add Some New Neighborhood Profiles

Have there been any new construction developments started or completed in your area? Be the first to show up in search results about those neighborhoods by adding comprehensive profiles of them. All of my clients that do this see a massive boost in their SEO, the amount of time people spend on their site, and the number of leads that come from their site.

When done correctly, neighborhood profiles and other hyperlocal content can help you dominate local search results which is massively important since nearly 100% of buyers and sellers find their agent online. The more of them you post on your website, the better it will perform and the more leads will land in your lap.

However, in order to be effective with your neighborhood profiles, you will need to include some key elements and abide by a few of Google’s rules.

Here are the non-negotiables:

  • Each neighborhood profile must be at least 500-600 words long

  • Keywords that you wish to rank for should appear 0.5-1.5%

  • The amenities of the neighborhood

  • The school district

  • What sets this neighborhood apart and what is so special about the homes within the neighborhood

  • A display of available listings in that neighborhood or a link where they can search for them on your website

2. Refresh Your “About Me” Page

When was the last time that you updated your professional bio?

If you read through it now are you riveted and enticed to hire you?

Far too often, I come across real estate agents, brokers, lenders, and coaches with bios that read like a more boring version of their resume...ick.

The whole point of your “About Me” page is to create commonality between you and your target clients and help them to feel a stronger connection with you.

You don’t do that by talking about where you went to college or listing off your certificates and accreditations.

You do that by talking about them, their goals, and more importantly, their pain points!

Now, I know that might seem counterintuitive since this page is supposed to be about you. But would you rather brag about your career or get a new client?

Your “About Me” page is also a great place where you can include any recent charity/community events you and your team have been involved in or any other big ways that you have contributed to the community.

3. Install Google Analytics

Before I dive into this, I want to stress that it is important that you do not obsess over numbers like website visitors or likes on your social media posts. When it comes to your website traffic, I want you to focus on the quality of traffic over quantity.

That being said, if you don’t have a way of tracking analytics on your real estate’re seriously slacking my friend. Google Analytics is not only the #1 way to do this, it is totally free.

It’s also super-duper easy to install. All you have to do is sign up for an account and add your unique code to your website.

Once you install Google Analytics you will be able to see:

  • Exactly who is perusing your website

  • What pages they are checking out

  • Where they are from

  • When they are leaving your site

  • Your main sources of traffic

  • The demographics of your audience (age, sex, location, etc.)

That kind of knowledge is power!

4. Add Your New Testimonials & Listing Updates

I shouldn’t have to tell you how important testimonials are to your business!

These days, people rely on testimonials and reviews for minor purchases. When it comes to something as massive as a house purchase, you better believe that they want to see some serious kudos from their peers!

To be honest, I would love to see you add a new testimonial to your website every single time you get one.


Because every time you add new content or update content on your real estate website, it boosts your SEO and helps you climb a little closer to that top spot on Google.

However, if you can’t take those two minutes to do that after each closing [my eyes are rolling at you], you can do it once a month or once a season at the very least.

The same applies to listings.

If you have new featured listings to add, properties that are now pending or some that have sold, make sure that all of those have been properly updated.

5. Update Your Old Blog Posts

I know I just recently wrote about this but it is such a ridiculously easy way to do accomplish SO much in your favor that I have to bring it up again.

If you have five minutes to spare and want to do something that will actually make a difference in your business (rather than play candy crush), go back and update your old blog posts.

Here are some simple and fast ways you can update an old blog post:

  • Had a change in opinion? Go back and add your new thoughts.

  • Shift in the market or predictions? Go back and add an update.

  • Have a new relevant video or podcast episode? Go add it to all the relevant posts.

  • Have a new blog post that relates to others? Go add the link to them.

  • Scored some sweet new stock photos? They can add a fabulously fresh look.

  • Did you attend a local event you were promoting? Talk about how it went.

  • Were you featuring a new housing development? Give a progress update.

  • Have a video version of the post? Add it to the post and let them choose which they prefer.

Want A Free Assesment Of Your Real Estate Website?

As always, I want to help you as much as possible to achieve your real estate goals!

Your website is a MASSIVE piece of the puzzle.

I realize it can be difficult to see the for the trees, which is why I am happy to analyze your real estate website for you TOTALLY FREE!

No strings attached. Just book a 15-minute call with me here and I will tell you what you’re doing right, what you’re doing wrong, and where you have room for improvement.


You’ve already established your success as a real estate agent.

You know what it takes to get houses sold.

You know how to treat your real estate business like a real business.

That’s why you decided to become a broker and build your own team.

Now as a broker and a leader, your responsibilities and goals are dramatically different. If you want to make the big bucks as a broker, you have to get out of the open houses and step into the role of recruiter, trainer, and motivator. Once you master those skill sets, you will experience a whole new level of success in real estate.

Just like when you were an agent, there are a million people out there coaching you on all of the activities that you need to be doing in order to build a profitable team. But riddle me this...

Wasn’t the whole point of you becoming a broker to reduce your workload and increase your passive income?

Didn’t you make this move to upgrade your lifestyle and graduate from menial tasks like cold-calling and time-wasting meetings at Starbucks?

What much of the industry doesn’t want you to know is that one simple tool can recruit (the right agents), train, and motivate your team for you on autopilot. It’s called a blog.

Today, I am going to highlight how (when done correctly) your real estate blog can play the role of recruiter, trainer, and motivator while you get back to enjoying your life.

1. Recruitment

One of the most common mistakes made by brokers is failing to realize that going after any and all agents is the fastest route to insanity and bankruptcy. You don’t want to waste your resources constantly ushering in agents that never produce and then turn around and leave you in a year, blaming you for their failures.

Your job is to recruit the RIGHT type of agents for the type of team that you want to build. Just like a smart agent identifies their ideal client, you need to identify your ideal agent.

Once you have a profile of the type of agents that will join with loyalty, the drive for success, and a hunger for growth, while also fitting into your team culture, you can use your blog to attract those people and filter out the rest.

The best way to do this is to make a list of the most common goals and problems that your ideal agents experience. I suggest making a list of at least 20-30 of each.

By creating blogs that help them to achieve those goals or solve those problems, they will be magnetically drawn to you and your team. Essentially, this allows you to stop chasing after them, puts you back in the power seat, and lets you pick and choose who you allow to be apart of the amazing team you’re building.

For example, let’s say that you want to attract young, buyer’s agents with at least 3 years of experience and proven results. Some common goals they would share are:

  • Learn how to increase their production without working so hard

  • Gain better work-life balance

  • Master more systems to automate more of their business

  • Work with a broker that respects them

Based on those four points you can come up with dozens of blog topics that would attract those people to you. The trick is to be very careful about the language you use and the angles with which you approach the topic.

Taking the first point about production, you don’t want to write 100 level production articles if you’re trying to attract someone that has already proven themselves for 3 years. They already know the basics but they want to know how to get to that next level in this modern environment.

You must always keep the psychology and perspective of your ideal agent in mind when you plan, execute, and market your real estate blog.

2. Training

No matter how experienced or successful your agents are at this point, they will always need additional training. Of course the more experienced agents won’t need to be taught the basics of running their business. However, given the rate at which technology changes, their will always be a new method of lead generation to learn at the very least.

While many brokers love to call their teams into the office to hold a class, it is not necessary. Remember, if things are going well, your agents should have too much going on to be able to constantly work their schedule around meetings and classes.

Instead, you can use your real estate blog to house your training materials so that your agents can consume the content when it is most convenient for them.

When it comes to the training topics that you select for your blog, it is important that you keep both your current agents, as well as, the ones that you hope to attract in mind.

Since on-going training and education is a top priority for many agents looking for a new home for their license, you will want to make sure that you are publishing training on topics that your ideal agents would be attracted to.

One thing to keep in mind, regardless of who your ideal agents are, is that tech topics are essential. Consistent surveys by NAR report that being tech-forward is one of the top 3 priorities for buyers and sellers, which means it is your job to empower them to tap into that desire.

3. Motivation

Even the most driven people experience dips in their motivation.

Those dips don’t necessarily hit during “business hours” or at the same times which is why it will be valuable for them to have your blog to turn to whenever they do hit those walls.

Content that taps into the psychology and emotional components that lead to those dips in motivation will also help them to feel a stronger connection to you and reinforce the feeling that you are committed to their success.

The beauty of having an ideal agent is that it helps to narrow down the types of burnout, boredom, and frustration that are likely to lead the members of your team to lose their drive.

I have found for many of my clients struggling to come with ideas for motivational topics that it is useful to draw upon your own experience as an agent.

What in your personal or professional life caused you to lose steam?

Were there certain times of year when you caught a case of the “I don’t wannas”?

What types of issues do your team members express to you currently in regards to their motivation?

Proactively counteracting those dips and providing 24/7 support to your agents through your real estate blog will do wonders for their production levels and their loyalty to you.

Call Me Crazy But…

Isn’t that everything that you’re trying to do?

  • You need to attract the agents that make you money and save you time (not the other way around).

  • You need to keep them on the cutting-edge of real estate

  • You need to keep their motivation levels up in a way that increases production and instills a sense of loyalty to you

Your real estate blog can accomplish every one of those goals for you. Not to mention, it can improve your SEO, propel your brand, increase the number of organic leads you get each month, and upgrade the value of your website (in case you ever want to sell it to another broker for a big profit).

Obviously, I am more than happy to write a real estate blog for you that will accomplish all of that and much more.

However, if you insist on writing it yourself, I would love to have you join my Blogging For Real Estate Leads Facebook Group for more actionable advice on how to monetize, market, and make the most out of every post.

If you would prefer to leave your real estate blog to the pro, you can book a free consultation call with me here.

You May Also Want To Read:

Are Real Estate Brokers Actually Wasting Their Time Recruiting Agents?

5 Reasons Brokers Can't Afford To Not Publish A Book

Jumpstart Your Real Estate Brokerage With Content

5 Tips For Writing Your Real Estate Website About Me Page

How To Build A Winning Real Estate Brand


Up until now, I have been very secretive about the phrases and specific techniques that I use in the copy that I provide my clients.

Sure I tell you all that I use powerful neuro-linguistic programming (NLP) techniques which hypnotize people into taking action without them ever knowing why. However, I have never divulged any specifics of the phrases or words that I use to make that happen.

In total, I have 22 go-to words and phrases that I use constantly in your listing descriptions, blogs, neighborhood profiles, and professional bios. Just like any magician, I can’t share all of my secrets with you.

However, I’m feeling particularly generous today which is why I have decided to share three of them with you which you can start to incorporate into all of your real estate content if you are writing it yourself.

Each of these phrases is backed by extensive scientific research and have been proven time and time again to play on a person’s psyche and practically force someone to take action when used correctly. As someone that is in the business of getting everyone around you to take a pre-designed action, I’m sure you can understand how invaluable a weapon like this is.

Each of these phrases can be used to convert your targets in million places including:

  • Your real estate blog

  • Listing descriptions

  • Social media posts

  • Email campaigns

  • Listing presentations

  • Neighborhood profiles

  • Your professional bio

  • Your website content

The most amazing thing about each of the three phrases that I’m about to reveal to you are that they are completely undetectable. As your targets read your content, they will have no idea that they are being psychologically manipulated into doing whatever it is that you want them to do.

Obviously, I use these phrases in my own content and I can’t tell you how many times I have had people call me and say something like “I have no idea how or why I am calling you but please let me give you my credit card now so we can get started right away”.

Just imagine what it would be like if you had your targets calling you asking you to please list their home, or allow them to join your team in that same way! What would that do for your business and life?!

It’s pretty exciting to think about eh?

So next time you are getting ready to write any copy for anything in your business, make sure you find a way to incorporate at least one of these powerful phrases.

Phrase One: “I bet you’re a bit like me…”

This phrase is particularly good at tricking people into feeling a way that you want them to feel in order to make them take an action that you need them to take. It also helps them to relate to you on another level and spark a deeper level of trust in you. However, you must be careful to select scenarios and outcomes that are plausible given your target audience.

Phrase One In Action

Given the nature of what you do, it is shockingly easy to work this phrase into your copy in a casual way. Let’s say you’re writing a post for your real estate blog about getting a house ready to be sold.

You can work phrase one into the copy in endless ways to subconsciously get your audience to feel as though you are one and the same. Here is an example of how I would do this:

“When it comes to daunting tasks and massive projects, I bet you’re a bit like me in that you wonder where you will find the time to get it all done.”

From that point, I would continue to play off of the common pain points of a busy seller that would feel overwhelmed trying to do everything themselves and could save a ton of time, energy, frustration, and money by outsourcing the project to an expert.

Phrase Two: “Are you open-minded?”

Being closed-minded is not something anyone is proud to admit. That is the beauty behind the way that phrase two plays off of the ego of your readers.

When you are attempting to get people to see things your way, you can use this phrase to manipulate them into doing so. All you have to do is ask them if they would be open-minded to experiencing a result that they already desire, and then explain how taking your preferred action will bring that about.

Here is how it breaks down into a formula:

Phrase + the action you want them to take = their goal/desired outcome

This technique has been used for decades to get people to adopt an opinion as their own without realizing that it is actually yours and the one that you need them to have in order for you to close the deal.

It is exquisite in its simplicity and power.

Phrase Two In Action

Let’s say you are targeting newbie investors, hoping to earn clients that will lead to a ton of repeat business.

Obviously, people are nervous enough about buying a house to live in, much less as their first financial investment.

This phrase will work whether you are including it in your sales copy, content, or in person.

Here is an example of how you can insert phrase two into your repertoire:

  • Would you be open-minded to growing your retirement account in a way that is less traditional than stocks but is also less risky and promises even better long-term gains?

Right off the bat, your target is eager to be open-minded to whatever you say but when you follow it up with something that taps into their goals, it is hook, line, and sinker.

Phrase Three: “What questions do you have for me?”

This is a classic example of a timeless sales technique in which you remove the option of saying no and force your target to choose between options that are in your benefit. Rather than asking your audience if they have any questions for you, ask them what questions they have.

Phrase Three In Action

I love this technique in real estate blogs, social media posts, and email campaigns because it is perfectly structured to provoke engagement from your audience.

For even better results, I strongly suggest that you offer up further direction about the types of questions that they might have. Remember, the more engagement that you get on social media posts and your real estate blogs, the better they will perform and the stronger your relationship will be with subscribers and followers.

However, let’s say you are face-to-face with an agent you’re trying to recruit or at a listing appointment, at the end of your pitch you can use this question to do two things:

  1. Find out what your target is looking for from you so that you can show them that you’re the answer to their prayers.

  2. Close the deal. If they say they have no questions, your immediate response should be to get them to sign on the dotted line. If they hesitate, you simply ask them what they would need to close the deal right now and provide it…then close the deal.

For even better results, I strongly suggest that you offer up further direction about the types of questions that they might have.

So there you have it, three of the most powerful phrases in the English language that you can now use to hypnotize your targets into trusting you, hiring you, or taking any action that you wish. When used correctly, each of these phrases will serve as secret weapons that give you a wildly competitive edge. Not only have they done wonders for my business, but they have played a huge role in my clients’ businesses too.

Now, since I have given you a window into one of the most private elements of my services, I have to ask you to return the favor by incorporating at least one of these phrases into your work TODAY. I don’t care if it is a blog post, social media post, marketing email, listing description, or conversation with your prospect. Just get in the habit of using them right away and feel free to drop links to those posts below or tag me in them. I live to see you all benefiting from my is truly what I get out of bed for each morning.

Real Estate Listing Descriptions | Listing Descriptions That Sell - Sarah Layton


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As someone that has written THOUSANDS and THOUSANDS of blog posts, I have full appreciation for just how much effort is poured into creating them.

Of course, I am a writer by profession so it comes a bit easier to me than most of you that are simply trying to bolster your real estate career with content.

Therefore, I know that the amount of effort that you must dedicate to each post probably exceeds my own. That being said, it sucks when you see your blogs reach their ...

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I’m not sure how many real estate agents realize this but email is still VERY important!

However, as the medium has gotten significantly more noisy over the last two decades, it has gotten far more difficult to get your subscribers to even open your emails.

Let’s face it, it sucks to put all of that work into producing an email only to have it end up in most people’s spam or trash folders.

Yet, to throw your hands up and give up is such a waste because email marketing has an average ROI of 3,800% more than other marketing channels.

So the challenge at hand is to get people to not only notice, but actually open your emails.

Which means you’re going to need compelling subject lines.

In today’s post, you’...

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Yes, Instagram is a mostly visual platform where the pictures count for a large part of either your success or failure.

However, don’t dilute yourself into thinking your pics or videos are the only things that matter!

It is also very important that you include a well-crafted caption that marries a few key elements which I’m about to outline for you in today’s post.

When you invest a little extra time to include a smart caption with your Instagram posts you’ll receive far more comments on each post. Once your posts start to take off with comments, it tells the magical Instagram algorithm the sign that your IG content is on point and should be more prevalent in the feeds.

Ya, feel me?

But that is a pretty shallow explanation of why Instagram captions are so important so let’s dive in a bit further.

Why Your Instagram Captions Are Crucial

1. Stronger client relationships: As you already know, most buyers and sellers aren’t ready to pull the trigger on you from the very first point of contact. You need to first build your relationship with them and instill enough trust to get them to buy or sell with you. When written correctly, new prospects and clients you never knew existed will reach out and comment or DM you and give you the opportunity to begin a conversation.

2. They help your posts soar: Instagram succeeds by making sure that the highest quality content appears in everyone’s feeds. Therefore, Instagram will reward you time and time again if you post combine stunning images with captions that get your audience talking. The comments essentially tell Instagram that your audience loves this post and IG should show it to more and more of them. If you do a really great job, you could even start getting featured in the Explore Tab which could skyrocket your following.

3. Your audience will promote you: Inject your Instagram captions with personality and value and your followers will be compelled to share your posts as much as they are to comment on them. Just like on any social platform, those shares are invaluable when it comes to growing your following. Sales-driven posts won’t accomplish this for you though, so make sure your captions are forming genuine connections with IG users.

Obviously, you can see now how important it is to know exactly how to write a caption for your Instagram posts that goes to work for you.

Of course, this begs the obvious question; “how does one write an engaging Instagram caption?”.

Here are two tactical methods you can start implementing into your Instagram strategy today to get amazing results:

Get 30 Free Real Estate Instagram Captions To Fill Your Instagram Feed

Method #1: Give ‘em A Reason To Respond:

A picture of a house with a caption that reads something like “Great 3/2 in Yorktown. Motivated sellers! Book your showing today!”. This post is not only useless, but it is actually harmful to your overall presence and profile!

Please, STOP with these already!

Honestly, if you were in the market for a house would you go out of your way to like, comment, share, send a DM, and then go buy that house?!


You need to give your audience and potential clients something to engage with. They might actually love that house, but you need to position the post in a way that actually gets them to take action (other than scrolling through to the next).

Remember, people are driven to buy from people that they feel as though they know, like, and trust. That means that you need to give them a reason to feel that way about you. It’s those warm and fuzzies that provoke random followers into loyal and raving clients and referral partners.

So instead of that same old lame post like the one above, why not try something like this:

Tired of listening to your Boo complain that you don’t have enough space in your apartment? Get that lovable monkey off your back and upgrade your abode to this spacious 3 bedroom, 2 bathroom Yorktown home. Lucky for you, this seller is more than ready to move and happy to negotiate the already rock-bottom price. #MovinOnUp #YorktownHomeForSale

See the difference?

This time around, you’ve given them something to grab onto, relate to, maybe even laugh at.

The second example sounds more like you’re talking to a real person. There are full sentences even.

The more than you inject personality, humor, and realistic language into your comments, the more your following will naturally grow. Combine that with 25-30 hashtags that are locally relevant and you will be stunned at how the clients come crawling out of the Instagram woodwork.

Every time that you go to write a caption, I want you to pause and picture your ideal client. Now, imagine that you are sitting in a coffee shop talking to them, and actually trying to build upon your relationship. Stop trying to sell, and start trying to tell them something valuable.

Here are a few ways that you can avoid that yucky sales language and deliver a better brand story:

  • Share a story from the past week

  • Share something you have just learned

  • Tell them something personal about you

  • Share some behind the scenes tidbits about your life and career

  • Share your favorite local biz, foods, new toys, people, places, etc..

  • Share your goals and dreams

Method #2: Deliver A Direct CTA

This might not be a very popular or nice thing to say but people are sheep.

At the end of the day, most people actually like being told what to do. So, don’t leave ‘em hanging.

Let them know what you want them to do AND how it will benefit them to take that action within the caption of your Instagram posts.

As a caveat, I want to make it clear that your CTA’s shouldn’t stand alone without a piece of valuable advice or something entertaining.

As a second caveat, I want to ask you to er on the side of using CTA’s that create engagement, rather than just telling people to buy from you.

Here are a few examples of a call-to-action that you can include with your Instagram captions that will do just that:

  • Tag a friend who___

  • Ask a question about___

  • Post a GIF that tells me how you feel about this.

  • Comment below and tell me how you would react.

  • Hop over to the blog to learn more about how this all went down.

Schedule Your Gram Posts In Advance!

Let’s be honest, no matter how good our intentions are about posting frequently throughout the day (you should be updating your IG 1-3 times per day), it can become overwhelming quickly.

When it comes to demanding tasks like constantly posting to social, life has a way of getting in the way.

However, every time you fail to post to Instagram is the same as money lost.

Therefore, I insist that you create your Instagram posts in bulk and schedule them out in advance using handy tools like Tailwind. I am a HUGE fan of using Tailwind for platforms like Instagram and Pinterest. In fact, I’ve been able to grow my Pinterest following by more than 50,000 followers in less than six months using Tailwind!

If you don’t have a virtual assistant that can tackle this task for you, you can set aside an hour or two per month to pre-schedule all of your Instagram posts in Tailwind and then go about your life and watch as the clients come flooding in.

Get 30 Free Real Estate Instagram Captions To Fill Your Instagram Feed

Just to make things even easier for you, I have put together a list of 30 captions to inspire you to fill your Instagram feed in a way that boosts your audience, engagement, and conversion rates!


Ever since I launched my company, my real estate blogging packages have been my most popular product.

While there may be a few reasons for this, I believe everyone hires me to write their blogs because they offer the most bang for your buck and deliver the highest ROI.

You see, I tell all of my clients that a blog post is SOOO much more than just a blog post. Every single real estate blog that you have can be repurposed and transformed into dozens or even hundreds of other pieces of content that you can use to do things like build trust with them.

I realize that many people already have a library of real estate blog posts and many more are looking to get started with their real estate blogs and I want to make sure that all of you are ge...

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It is no secret that you need to have a serious web presence to attract the 98% of homebuyers looking online for their future home and their real estate agent.

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Starting and growing a real estate blog is much easier said than done for most people.

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