Real Estate Blogging Business Plan For 2008 - Boots On the Ground Will Help You Find and Service Buyers

The growth of Real Estate Blogging, although steady and noticeable, still has not lived up to the hype, and it never will.  That’s not to say that it is being rejected as a competent means to the end: as an effective lead generation tool.  In fact, we’re finding that blogging is not only keeping people in business, saving them marketing spend, and changing their outlook on real estate, but it is actually improving the industry. 

Anytime that you force an industry to establish, present, and defend opinion and insight, you’re heading in the right direction.

The reason I feel that a rush to blogging as a marketing tool will never catch fire is because of a major deterrent called: Work. 

Writing for most is work.  Sitting alone at a computer, being asked to pave the way to your marketing success through writing, is just not a reasonable endeavor for most.

Real estate success, like that of many consulting industries, is very much dependent upon one’s own, solitary efforts.  Because of this, agents tend to do look to peers for guidance rather than risk it and forge a path of their own.  Blogging is the dark horse in real estate marketing, and curiously this is what has it working so well for the few that have learned to embrace it properly.

So what’s “embracing it [blogging] properly” supposed to mean?

The trick to making blogging work for you, as a business growth strategy, is to build an audience of past, present and future clients.  Getting in front of the past and current client group is as easy as setting up their subscription to your blog’s feed. 

Getting in front of the new audience has been blogged over and over and over and over and… more to come.

It’s maintaining the interest of the audience that’s the difficult part.

A concern I frequently hear from potential bloggers is the fear that they will not be good enough or interesting enough of a writer to bother trying.  The funny thing is that blogging success does not depend on one’s writing skills.  To be a good blogger, you don’t have to be an interesting writer.  Heck you don’t even have to be a fair writer.  You simply need to know how to present information that is interesting to your intended audience.  If they can appreciate your regular message then you will have earned their readership.  This is embracing blogging properly.

I don’t coach writing because I feel that real estate bloggers don’t necessarily need it.
Our goal is for our clients to work to place their blogs at the center of their marketing efforts.
In order to have that make sense, the blog needs to be a:
Relationship Builder
Lead Generator
Resource and a
Solid Impression of our clients’ Value.

This takes content, not poetic prose.

The Armchair Blogger vs The Boots on the Ground Blogger.

I’ve read more real estate blogs than I care to mention.  It’s part of my job.  I know that makes me no expert on what should be blogged, but nonetheless, it has hardened me to a particular style of real estate blog: the Armchair Blogger.

To forge relationships with your audience, it’s important to have them find your content interesting to them.  An audience will return if you have a tone, delivery, insight, topic and/or style that they appreciate.

A challenge I see with business blogging is that the blogger often writes from their point of view and not that of the audience they aim to reach.  They deliver content as if they are trying to convince themselves that they have a message worth following.

Instead of always showcasing what you know, try taking the perspective of the audience and present the content that they can relate to and care to know.  This can’t very well be done just thinking about it. 

You need to get out and blog with your ears and eyes, and not with just your mind.

Being a Boots on the Ground Blogger

Boots on the ground is more than just listening to the questions and concerns of your clients.

Boots on the ground is taking the time to do what buyers, sellers and relocators to and from the area do.

Get into the head of a Read-To-Act-Buyer.
What concerns do they have beyond the data found everywhere?

Location, Amenities, Lifestyle, Neighbors, Activities, Views, Schools, Shopping, Parks, etc. 
This list is not such a hard group to cover… but is it enough?

Maybe it’s time to think for the Buyer.  What should they be considering? 
Being one step ahead of them in their considerations is an excellent way to build trust.

If you, someone who has been involved in countless real estate transactions, were to be buying a home in the neighborhoods you frequently service, what would you be looking out for? 
What’s beyond the obvious?  What’s beyond the impulse?

The 2008 real estate market is a Buyer’s Market – This affords buyers more opportunity to consider their choices, and to learn to look at things beyond the surface, beyond the emotion and amenities.

So what’s beyond the surface? 
How about visiting a few listings at night...  What’s the neighborhood like at 10PM?
How about looking around at the properties next door… Trees in good shape?  (barking) Animals left out?  Are their yards tidy?
What’s the traffic around a property like at peak hours?
Talk to the neighbors.  What do they like best about living in the area?  Worst?  Would they have lived elsewhere if they could do it all over again?

Get some experience of doing something beyond the usual, yet still extremely helpful. 
Then, you write from these experiences.

The idea is that there is so much more one can learn when they have the time and the insight to do so.  Getting out and living the situation of your clients and potential clients can have you understanding how to communicate with them better as well as help you provide better advice for their needs.

This approach will work for whomever your target audience is.

Relocation?  Go out and experience your community for the first time.
First-Timers?  Now that the bidding wars are gone, on what should they be focusing?
Empty Nesters, Second Homes, Investment Properties…
Recognize your focus and help them help themselves.

It’s time to see things from the passenger seat.

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Related Must Reads:
How Does Real Estate Blogging Actually Generate Leads?
Looking For Ready To Act Buyers? Blog These Proven To Succeed Real Estate Topics
Why Blogging Makes You A Better Realtor

Tags: Blogging+Advice, Real+Estate+Blogging, New+Blog+Ideas, Content+is+King

Comments

[Ken Haedrich]

Another brilliant post! As you know, Jim, I'm new to blogging; I don't even have a short tail yet, let alone a long one. But I did write for magazines for many years. And one thing I learned was the importance of immediately putting readers in the middle of the action. As one editor used to say: "Don't clear your throat, don't rev your engines, don't make readers sit around waiting to get your point."

He knew that readers had very short attention spans - even shorter now - and if they couldn't spot a payoff in a few seconds, you'd lose 'em. I think you're right, Jim: you don't have to be a great writer to be a successful blogger. You just can't bore your readers or put them to sleep. Get into their heads, figure out what makes tick, then build a little story around it. Keep it simple. Use a touch of humor. And they'll come back. At least that's my hope.

[Charles Woodall]

Right on Jim! Blogging is a lot of work, and I agree with you that this fact will keep it from becoming more mainstream, like static websites have. There will be opportunities presented for agents to buy content, a template blog if you will, but this type of online interaction can't be bought.

Either you pull back the blinds and let them discover you and your locale through your blog, or you don't. You just can't fake it.

[Brian Miller]

great post...as always. blogging is not hard work, it's brutal (in my humble opinion)... it's discouraging because you can't find time, can't think of what to write, can't do this or that, etc.. It's tremendously rewarding and fun. Swinging between those two emotions beats me into the ground at times, but I am 100% convinced of its value...thanks for all you do, Jim

[Santa Barbara Real Estate Voice]

Jim,

True post to be sure. I myself feel that I am providing and insight into the real estate world and my town of Santa Barbara that many buyers and sellers feel left out of. For me blogging is similar to striking up a good conversation.

Example: Often you are friends with people and you have a good relationship, yet you don't know much about their history. A simple question can start off a great conversation such as...

1) Where were you actually born and where did you spend most of your childhood?
2) Where are your parents from?
3) Where do you wish to travel to in the future?

Start with this and you can have a great long conversation and feed off of each other. Start with informative blogging about things and ideas that buyers and sellers would be interested in and you have readership.

[Joseph Bridges]

Jim,

Two points that I like that stand out to me.

1. Regular message - Most blogs fail because real estate professionals fail to keep their blog up to date. They just want it to magically work for them and generate business and that doesn't work for a website, blog, or ad in the newspaper. It has to be changed up regularly.
2. You don't have to be a great writer - my brother and I are continuously telling agents they just need to write content for their websites or blog. I am never going to win an award for my writing but I keep doing it and it is critical that agents just write instead of worrying about writing.

I would rather see someone blog regularly and make a few "mistakes" then blog twice a year and have 2 great posts.

[Scott]

Well said. It's hard work but addicting too. Thanks for the info and links.

[Eric Bouler]

Websites are hard work but can be very rewarding. I view it as another type that tends to be easier for myself and my clients. I am always full of ideas and manage to write at least one every other day. I am just starting but already see that many expect instant results. Nothing in real estate works that way. amny of my ideas come from photos that I take as a hobby and then I just write about them. I take questions that people ask me over and over again and try to answer them. I am not a good writer but it will work with practice.

[dealmakerz]

The passengers seat provides the right perspective for blogging success. That's exactly right.

[Sharon Simms, St Petersburg, Florida]

I find it easier to write when I imagine myself sitting at a sidewalk cafe or on the verandah at the Vinoy, sipping coffee and chatting with a buyer (or seller) and then writing what I would be saying to them.

[John Lockwood]

My goal is to over time become less a boots on the ground blogger and more of a shoe-in.

[Toronto realtor]

Definitely real estate blogging is growing faster than ever. It's very effective way of informing the public, future clients. The blog is the space to confront professionals with the insights of the others. As lots of realtor agents runs their own blogs they should keep on mind few details, such as observing actualities, making an effort to stay up-to-date, pick a good topic. Their role is to share their knowlege and axperiences. With a discussion, or a question section imagine a free consluting service. Thank for your work!

[Toronto realtor]

Definitely real estate blogging is growing faster than ever. It's very effective way of informing the public, future clients. The blog is the space to confront professionals with the insights of the others. As lots of realtor agents runs their own blogs they should keep on mind few details, such as observing actualities, making an effort to stay up-to-date, pick a good topic. Their role is to share their knowlege and axperiences. With a discussion, or a question section imagine a free consluting service. Thank for your work!

[Toronto realtor]

Definitely real estate blogging is growing faster than ever. It's very effective way of informing the public, future clients. The blog is the space to confront professionals with the insights of the others. As lots of realtor agents runs their own blogs they should keep on mind few details, such as observing actualities, making an effort to stay up-to-date, pick a good topic. Their role is to share their knowlege and axperiences. With a discussion, or a question section imagine a free consluting service. Thank for your work!

[Overland Park Real Estate]

So many great points. If one is consistant and informative they are bound to draw and keep and audience. The big question is why are so many agnet not doign it yet? Based on the success and exposure I have seen from blogging, that amazes me.

[Real Estate Investor]

I really embrace this statement "Real estate success, like that of many consulting industries, is very much dependent upon one’s own, solitary efforts". Real Estate Blogging is the in thing these days and it is a boon to all real estate investors.

[Utah Real Estate Blog]

Jim, your instructional posts are wonderful. Trying to be a consistent blogger, with content that will matter to my market, has been my biggest challenge as of yet. I really appreciate the common sense advice found on this blog - and the posts on agents who have made blogging work for them are incredibly motivating. Keep it coming.

[Ed Kohler]

You mean, it takes work to make money?

Great reality check. While blogging is an excellent free marketing tool, it's only free (or nearly free) in terms of cash outlay. Time is involved, but it's a great investment for people who know how to connect with prospecting customers by proving their value through blog posts.

[Baton Rouge Real Estate]

Great information, This can be very usefull....