The Real Estate Tomato has a great post entitled 8 things you are not doing on your real estate blog but should be. Many of these suggestions can be applied not just to your blog but other channels within your online space.
Have a read of the post, but as a taster, here are the 8 topics and a little bit from me.
RET uses Twitter as an example. I posted a while back about using social space, microblogging and the like and recommending using three to four sites that reflect different aspects of your audience and your business. Twitter is certainly one of them. There is a good tip which states one should use Twitter constructively, i.e. what were you doing today (not in your personal life, but in your estate agent life). I must say I haven't used Twitter as much as I ought to and will now be doing so.
2. Video Blogging
It goes without saying that there are many high quality, easy to use cameras out there. So use one, upload to your site, blog and generate content and interest. I have bemoaned this point many times before. Users want to see properties, all of it in high quality mode.
3. Extending your soapbox to other community experts
This is a good point. My blog is aimed at the industry, but agent blogs and sites should be aimed at the customer. There is a danger of commenting on the industry you know and before you know it, you and a few other agents are discussing matters on your respective blogs that have no bearing on the interest of the user. Keep your site/blog fresh with user based information.
4. Using google maps
Have a look at the example provided by RET. Lori Toruff's post shows the use of google maps to display open houses. Whilst the concept of open houses has yet to take off in the UK (I don't know why, but it should!!) this shows how you can better use google maps.
5. Calls to action
Often forgotten. You need calls to action. Invest in this element, a good graphic etc. After all, you want that user to call you, email you, visit your property!
6. Update your contact information
Make this visible and easy to find. Open a linkedin account (good for links as well) others and ensure your business can be found and moreover a user can contact you easily. You would be surprised how many people bury this information.
7. Check your links
Check your links are not dead or broken. We are all guilty of this, but RET rightly points out that as a user if I find a page with 3 or 4 broken links I won't be very impressed.
8. Write to your ideal reader
It is easier to write niche or micro level. If you serve a small area write about that area. I have mentioned this in the past. The user finding your site is not interested in the world economy from your point of view, they may be interested in your town's economy, what happens, what is life like. This is all information you will have in your mind. Become an authority of your local area and write to educate, inform.
9. High quality Photos (it just needs to be said again and again)
I have added this in as I still see poor quality images of property. Perhaps we are banging our head against a brick wall, but one of my many mobile phones can take better pictures than I still encounter. It can't be the camera these days so must be the user. What is the problem, lack of interest, simple understanding of basic photography? An agent who takes poor photos is guilty of negligence in my book and if I were his employer it would warrant disciplinary proceedings.