Bob Stewart's latest challenge motivated me to take a closer look at my blog. After 3+ years in the Rain, I've written nearly 900 posts. Many of these simply provided information, market data or opinions. I focused on the 'what' - the content.

When I think in terms of relationships instead of content, my focus moves from the 'what' to the 'who'. Who is my target audience? Who will read this, and how will they benefit from it? Here are four examples of how to use your ActiveRain blog to enhance relationships.

SHOP LOCAL

"Hey, that's the dog that wrote that Internet post about us!" That's what Sundance and I heard from behind the counter the last time we stopped to get some of his favorite treats at The District at Green Valley Ranch. The post they were talking about was Flea Bag's Barkery and Bow-Tique.

Sundance and I had been to Flea Bag's several times before, but now a simple blog post written by a talented Sheltie had enhanced the relationship. Everyone benefited. Flea Bag's received some online exposure and a testimonial; I was now known as a dog owner and a real estate agent; and Sundance scored a couple of free treats!

That post was one of a series of seven about Henderson businesses. Content like this benefits three parties: the business owner, the writer, and potential customers. It's a win-win-win. For the agent, businesses see them as someone who supports the local community, and consumers see them as a valuable source of local information.

BY (BUY) THE NUMBERS 

Each month I write a market report for Henderson showing units sold, median prices and days on market. Every quarter, I do detailed reports for fifteen Henderson neighborhoods and include those links on the monthly report.

Most of the calls I get from my blog come from market reports. Buyers and sellers like the data on price, square footage, and type of sale. Residents and investors follow the six-month volume and price graphs. By consistently providing this information, current and potential homeowners can keep an eye on the market and I build trust and familiarity with them.

DON'T TELL ... SHOW

The popularity of sites like YouTube and Flickr tells me that people don't just go online to read. The web is a very visual medium. So why write hundreds of words when you can make the same impact with a few photos?

I recently started a photo series, Pictures of Green Valley Ranch. This is one of Henderson's newer and larger master-planned communities with plenty of sights to see. Writing about neighborhoods, homes, and area attractions only goes so far. Showing people the same things lets them see colors, textures, size, and spatial relationships.

The series is a great way for me to help relocation buyers get a feel for Henderson. Maybe a few residents will even share my pics with their friends and family around the country.

GET SOCIAL

Social networking offers limitless opportunities. On Facebook I can connect by geographic region, occupation, college, or through an infinite range of groups and fan pages. There's even a Dogbook application for Sundance that lets him find other canine friends!

Learning a new platform like Facebook or Twitter can be daunting, but there are plenty of Rainers on both sites that are eager to help. Even more than the sheer volume of real estate content, the strength of ActiveRain is derived from the sharing and supportive nature of its members.

When I share Facebook tips with fellow Rainers it not only helps both of our online marketing efforts, it connects us on another level besides real estate. And who knows? It may even circle back to a referral in the future.

These four examples represent distinct types of content -- a business profile, market data, photos, and tutorials. Each may speak to a different audience, but all have the ability to enhance relationships. Keep the reader in mind, and the rewards will follow.