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Why outsourcing blog posts is BAD24 Jun 2019

Outsourcing blog posts is bad. I know, I know. You’re thinking:

‘Katie, why have you titled the blog this when people are paying you to write blog posts for them? Isn’t that the very definition of outsourcing? Why are you trying to bring down your own industry like this?’

You’ve got me there. The simple answer is, that not all outsourcing is bad but there’s a whole lot of it that is. This makes me sad, so I decided to do what I do when something is irritating me and write a blog about it.

I completely get it. You’d much rather be out there doing what you do best, running your agency, getting sales, letting properties, managing them to a high standard, keeping your staff happy. Keeping your web pages up to date, social media, and regular blogging seems like something which would be very nice but is ultimately not important and you don’t have any time to be doing it.

You feel the pressure to be doing something though, because you’re constantly told that you should be and everyone else is doing it. Feeling like you should be doing it, but not having enough time or giving enough of a crap is the dangerous combination which lures so many people in the property industry into what I like to call the Copycat Trap without even realising it.

The Copycat Trap

The Copycat Trap, is when a company being paid money to post industry-related blogs to your website for you, and sometimes collating these into a newsletter to send to your database, are actually posting exactly the same thing word-for-word, same titles, on the same dates over and over again for their other clients.

Sometimes they make promises that they don’t work with agents in your area, so it feels like it doesn’t matter because it’s still a cheaper option than your output is still unique to your competitors.

This makes me want to scream, because it’s so misleading!

Why Google doesn’t like the Copycat Trap

Google’s algorithm is getting more and more intelligent as time ticks on. Its main aim is to give its users useful content at the top of its search pages which is going to hit the nail on the head when it comes to what they’re looking for.

Whilst there are lots of different rules and I’m sure some companies could be arguing that posting blog content which is exactly the same as someone else won’t in itself have you banished from the realm of Google forever, Google are all about rich, unique content, which offers users a real resource. The likelihood is, if you have fallen into the Copycat Trap and are paying a company to give you cardboard cut-out content, you could see your Google rankings at best stagnating, or at worst slipping, as your competitors overtake you with their well thought through content.

Our blog post writing process

When we write blogs for clients, we first of all come up with ideas. Who is this agency’s main audience? What do they like? How old are they? How much are they looking to spend on property? Then we come up with ideas which the search engines will like! It might not always be property related, if you mainly sell 3-bed semis to young families we might blog about children’s events at the local library, or places to visit in the summer holidays (always popular on social media channels) If you have a lot of first-time buyers looking at London properties, our content might have a focus on interior design or what to expect from the buying process.

Every single post is completely bespoke to your business. If we blog about the same topic for another one of our customers, we start from scratch and write it tailored to their brand.

How to make your estate agency social media sparkle >>

My advice is that if you’re paying a company to publish bland industry updates (which, if we’re being honest, no-one is ever going to read) just to because you think you should be doing something, then stop. Save your money and get some more branded pens or something.

If you’re serious about growing your profile within your local community and being a brilliant resource for your ideal customer in your catchment area, then talk to us. Because I will sit here chewing my pen thoughtfully, listening to the Rocketman Soundtrack on repeat, and considering every single word that I write for you with great care – there will be no soulless copy and pasting on my watch!


I work all over the UK with various business owners, dedicating my creative and expert property knowledge from 35 years in the industry. I am a Level 4 ARLA Propertymark examiner, I sit on the board of Agents Giving Charity and I love everything property related! I can be contacted on 01923 627777 or by email to

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