Let’s face it: Blogging is like flossing… Everyone knows they need to do it and yet nobody does it. I remember going to a seminar or training class and listening as some blogging guru got me all excited about starting my own blog and so I decided I would bite the bullet and do it.
While I waited for my blog website to be built I imagined filling it with all of the real estate wisdom that so unceasingly flows from my vast wells of experience (sarcasm). I pondered that first, all-important blog post and rolled a few ideas around in my mind and finally landed on my opening topic.
Finally the blog was ready so I sat down at my desk and began to write. I not only wanted to articulate my topic, but I wanted my magnetic personality, sharp wit, my passion and zeal, and of course, my expertise to literally ooze from the article. When I eventually and mercifully finished that first “masterpiece” a wave of emotion flooded over me.
I felt elated, mostly just because I finally finished. I felt excitement because I’d officially begun my new blog. I felt anticipation wondering what my readers would say and think. And after a few days, I felt underwhelmed. Why? Nothing happened. No comments. No calls or emails. Nothing.
That was a lot of work for nothing to happen. Okay, maybe I didn’t expect Simon & Schuster to offer me a book deal, but I sort of expected something and yet absolutely nothing happened. And that was my best stuff. So after an article or two, the blog just sort of died on the vine with nothing new being added. Sound familiar? Let me guess -- you’ve been there, done that.
The reason I bring this up is that last week I had nearly identical conversations with two different agents -- both about this very topic. In fact, it's a conversation I have with agents virtually every month. And it reminds me that, in an effort to not constantly pitch my readers on all of features of my Ultimate Website, I have completely failed at telling my readers about one of the coolest things I’ve stumbled across in a long time. This short article is an attempt to correct that oversight.
Let’s start with what may be the most unasked question in real estate: Why do I need a blog? Many of us have built or purchased a blog without ever even asking the question. We bought a blog because we were told by the experts that we needed one. We never gave it a second thought. But seriously, why do we need one? I believe there are two reasons every agent needs his or her own blog.
Reason One: Blogging gives you the opportunity to set yourself apart as an expert or as the “go-to” agent in your sphere of influence and beyond. The problem with typical sphere of influence marketing is that you are continually calling your circle of 50 or so people. If you are organized about it, you typically call two or three every day, and if and when you reach them, you small talk about them for 10-25 minutes before “getting around to business”.
Eventually you work the conversation around to the age-old, “Who do you know right now that is thinking about buying or selling real estate that maybe I could help?” If not that, then some variation of it. Every month you hound your sphere of influence until they get sick of hearing from you. I still remember one Sunday at church seeing a friend out of the corner of my eye. I hadn’t made eye contact yet and when he saw me, he turned and walked the other direction. Sad, but true.
That was the day I quit hounding my friends and family for business. Never again. Blogging allows you to put good real estate related content out on a regular basis and your friends see it and over time begin to associate you with being the real estate expert without you having to blow your own horn. It’s perfect. It’s what I call "pull" marketing versus "push" marketing.
Reason Two: Blogging is great for organic ranking in the search engines. Unlike years ago when search engines looked for keywords in your meta tags, today’s search algorithms are much more sophisticated. They can easily determine which sites have real content and which ones have been artificially stuffed with keywords so as to manipulate the search engine rankings.
The simplest way to rank high in search engines today is to have fresh, recently updated, always changing, keyword-rich content. Nothing moves a site up in the organic search results faster than new, relevant content. If you continue to post fresh content to your blog, you will watch it move up and up in the search results.
So blogging is important for those two reasons: positioning you as an expert and helping your search engine rankings. The problem is that blogging is hard to keep up with. Unless you're a retired novelist, the blog posts probably don't flow effortlessly from your fingertips. They require time you don't have and effort that would be better spent elsewhere in your business, and therefore, most blogs eventually die.
And nothing is worse than a blog with only one or two old and stale posts. It’s like the old saying, “Nodunk is better than podunk.” You’re better off not having a blog than having a bad one.