Blogging is currently touted as real estate marketing’s magic bullet, but almost every new real estate blogger doesn’t realize that the impact of blogging lies in its ability to build a social and informative relationship with its readers.
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The brand new real estate blogger, knowing nothing about blogging culture, often uses the blog construct as a kind of daily loudspeaker trumpeting their business prowess.
Blogging is work – writing, reading, participating, educating, being social without being necessarily intrusive … it’s not another forum to post how good you are (or want to be).
This is one of my definitions of success – I received an email question the other day from a reader. I haven’t received any business from him, nor do I expect to. But … I’d like to think that I’m doing something right to receive this postscript –
P.S.- “Why me?” Jim asks himself… Because, I am an avid reader of your blog (realcentralva) and I come away with the impression that you are:
1- smart
2- well-informed
3- a person who believes in ethics (this seems like a question about ethics…)
I don’t see a static website or a purely self-promotional blog accomplishing spurring that email.
I think that a blog is what anyone wants it to be. Be damned culture.
However if it is a business venture then one should treat it as a business.
Many successful bloggers are touting their success by acting unfocused while adhering to culture.
Some indeed may be successful as in transaction directly attributable to their unfocused blog. however, the day is coming when the non cultured, business focused blogger will come in and wipe the unfocused one out.
There’s a culture to be aware of, and there’s a balance between self-promotional gibberish chock full of SEO ploys (which too many newer bloggers tend to be aiming for) and providing good content.
The culture of which I speak, and which I think Pat does as well, is one of transparency and honesty and a dedication to the facts and opinions that readers are searching for.
I forgot – thanks for commenting, Tim.
Jim-thanks my pleasure for commenting.
When I think of culture I mean the culture of carnivals, and speaking to the wrong people. Which is what most are teaching.
I think that speaking as an authority. Teaching (transparency as you say), sharing your values as a business Is what a blog is all about.
That trick is learning that it is an archival system that must speak to the wants and needs of the reader. Sales copy 101. I think most simply do not know how to sell. Then have a hard time writing. And don’t know what to write about.
I think if it sounds salezy then it is bad copy. If it does not then it is good. But it does need to send the visitor down some sort of chute. Or why bother.
So what I teach is to speak to the needs of your consumer. As salespeople/frontline business people we are asked the same questions daily. They are all pretty much the same. What are your answers? Write about those Q’s and A’s. That in my humble opinion , is a recipe to send one into blogging nirvana.
“As salespeople/frontline business people we are asked the same questions daily. They are all pretty much the same. What are your answers? Write about those Q’s and A’s.”
Agree 100%. There is a balance of guiding folks through the process without being pushy and salesy. It’s a balance that escapes many, including mostly those who are ‘teaching’ the newbies ‘how to blog.’
Valeria at ConversationAgent.com phrased it perfectly:
“What social media does is simply allow you to do one thing: communicate. That’s it. Social media is not the conversation. It’s the room in which you hold the conversation. It still comes down to saying, doing, or producing something valuable for your customer.”
A blog helps us accomplish all of that in a way that is non-intrusive. And if we’re careful, in a way that is welcoming.
It most certainly isn’t the magic bullet to lead generation and we shouldn’t be touting our greatness on a blog using it like a loudspeaker. The leads come through the genuineness and sincerity that comes in the writing. Much like that email you received!
“Blogging is work – writing, reading, participating, educating, being social without being necessarily intrusive … it’s not another forum to post how good you are (or want to be).”
Amen brother!
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