If you've been in sales or self-employed for any length of time, you likely realize how important it is to ask for business.

We all know this, right?  That's why the back sides of our business cards are imprinted with things like: "The best compliment I can ever receive is your referral."  

It's one of our most easy-to-follow "rules for success" in this highly competitive business.

Curiously enough though, it seems that a few of my fellow ActiveRainers either don't understand the importance of asking for business...or maybe they think it's only okay to ask under specific circumstances.  I really don't know, to be honest, but:

I have been criticized by a few ActiveRainers because I occasionally ask that people subscribe to my blog.  Weird, huh?

I don't post articles here because I am trying to become a better typist.  I don't do it because of the money, glamour or fame.  I blog because I am a businessperson who realizes the value of blogging, when blogging is done right.  Asking for subscribers is tantamount to asking for business.  If I have hundreds of Realtors who read my blog regularly (because they subscribe), than I will likely always have mortgage clients, through my Realtor network.  It's just that simple.

Hmmmmm.  So I really had to give this some thought.  Why would my desire to build a strong base of Realtor-readers bother a fellow AR blogger?  Is she being forced to read what I write?  Why would someone else on this network care that I ask that people subscribe?  Jealousy?  I'm just trying to build my business, after all.

One ActiveRainer even wrote that asking for subscribers was "yucky" (or maybe she said "icky").  Asking for business is yucky?  Show me a salesperson who doesn't know how to ask for business and I'll show you somebody who earns a lot less than their potential.  If you want it- go get it.  Ask for it!  This is a tough business and the "top dogs" tend to assert themselves.

I hypothesize, based on what I've read, that a lot of the misunderstanding lies with the concept of who our "customers" actually are.  Most of the users on the AR network are real estate salespersons.  We know who your customers are:  Home buyers and home sellers.  That's pretty clear.

It would seem, based on some user's opinions, that this site is "supposed to be" written by real estate agents and consumed by home buyers and sellers, period.  Somebody better let Jonathan and/or Caleb know about this!

My blog is written for my customers; but who are my customers?

As a branch manager for a mortgage company my primary "customer" is the Realtor. 

Somebody recently asked me if I wanted my mortgage clients to read my AR blog.  My answer?  I really don't care one way or the other.  My mortgage clients can read this blog if they want to, but I doubt they will find it very interesting.  My "main" website is dedicated to providing consumers with the mortgage information they need.

This blog, on the other hand, is for my primary customers: Realtors.

Each week, I post info about search engine optimization techniques...or maybe a new way to try marketing your real estate business.  The information in this blog clearly isn't intended for the consumer looking for a California refinance...

I hope my postings are useful, specifically to agents, because I find that it is far more cost-effective to market to agents, who pass on their trusted and valued opinions to clients, than it is to "throw the dice" on advertising to consumers.  Realtors are the key to any good mortgage broker's success, so I write with the Realtor in mind 95% of the time.

If I have a large network of Realtors who I've helped with SEO or maybe closed a loan for them that was supposedly "impossible" to close, than I will always do well.  Advertising to the home buyer and home seller is far more expensive, less effective, less predictable, and very short term.  I have been working with some of my Realtors since my first year as a mortgage broker.  I consider these to be my best and most loyal customers.

Appraiser's customers are mortgage brokers; Realtor's customers are the home buyers and sellers; title companies should be blogging to impress Realtors...  I'm sure you get the point.

If you want to "blog for dollars", make sure you blog to your customers, no matter who you determine your customers to be.  Don't let another blogger tell you who your customers are.  And don't let another blogger tell you that asking for subscibers is "yucky" or "icky" or even the dreaded "kaka-doodie".  It's your blog and it's up to you to build it up the best way you can.  Let them criticize the act of asking for subscribers, as you continue to do so and pass them right by in the AR rankings.

Oh, and I can't think of a better way to end this post: