Blogging may not ever go mainstream in real estate, and that’s a good thing for those who practice the art. In an industry where fast results are preferred and successful people usually have more client turnover, those who take time to document the market and offer their thoughts will likely always be in the minority, and stand out as a result.
But blogging’s lack of trendiness hasn’t stopped it from evolving – new strategies are constantly appearing, and real estate blogs offer some of the best ideas. This article includes a few ideas for putting together a successful real estate blog, or developing an existing one.
The first step in making your blog popular is knowing who’s likely to read it, and writing for those people. For example, will you focus on the same local buyers and sellers you do business with every day, or will you write to a national audience on a particular topic? One way to figure this out is to look at what you talk about with clients on a daily basis, and see if it’s transferable to a blog. Some of the best-read real estate blogs simply document a Realtor’s daily routine, providing insight and entertaining anecdotes along the way. Real estate blogs that focus on a city or metro area, occasionally covering topics outside the buying and selling of property, are also popular – many of these aren’t even written by agents, but good writers who understand how their audience works.
Once you’ve targeted an audience you want to assure them that you’re the best source for your subject. A good strategy here is to be the first to write about topics when they become blog-worthy, and make sure your copy is original – if you’re an expert in the field you blog about, so much the better. It’s also a good idea to get comfortable with people commenting on your blog. Whether the comments about what you’ve written are positive or negative, a healthy base of commenters helps establish you as the central discussion point for your topic. It can also be a way to extend your stories, and generate ideas for future blog posts.
Aggregation is another strategy successful bloggers often use. Instead of trying to be the source for all information and resources on a particular topic, you should link elsewhere when a more in-depth explanation is required. This allows readers to choose when they want more information, or just the basic facts and witty insight provided by your blog. Outbound links also promote the idea that you’ve included everything essential, while supplementary information can be found elsewhere.
Finally, it’s important to keep in mind the advantages of continuity in your blog. Many of the best blogs have been up for years with the same look and writing style. Readers go back to these blogs looking for a particular angle and coverage niche, and they always find it.
By John Benson