We real estate bloggers aren't exactly seeking rock star fame, but most of us would be happy with slightly famous status. We want be bookmarked in real estate, so people in our target markets come to us with their real estate needs. We need to be able to reach the right audience, with the right message, at the right time. Most of us are honorable,referable and respected real estate professionals. But key to success in our business is being remembered. Without that, we run the risk of operating our businesses on hope and chance.
Steven Yoder, author of Slightly Famous, deserves credit for this inspiration. Though he speaks to a larger marketing audience, his advice hits a home run in real estate--especially if we re-apply his website advice to blogging. Some of his concepts and possible applications:
1. Creating your slightly famous status is not just about what you (we all) do, but rather about how you do it differently from anybody else. You need to set yourself apart. Canned and copied messages do little to raise you above the crowd. Be courageous and find your own voice.
2. Give your readers something they can't get offline (or online, for that matter). How about a specialized infection? Yoder suggests infecting the vacuum in your target marketplace with your ideas so completely that competitors will first have to eliminate your virus before they can unleash one of their own. (I couldn't help but think of Active Rain's viral blog). Then, continue to create remarkable and noteworthy online experiences to further spread your virus. Yoder advises, though, to always begin by infecting your core audience first. That is your focus. They will spread the virus.
3. Keep yourself immersed in the world and concerns of your target audience, to the point of developing a sixth sense about that marketplace. If you deal with first time home buyers , it is imperative you understand their concerns, fears, hopes and dreams--and address those states of mind. The same would apply to the trophy home buyer, the second home shopper, or the borrower with a broken ARM.
We operate in a crowded marketplace, in a blogosphere that is doubling every five months. Your competition is just a click away. How can you stand out? I love the solution: Just be slightly famous. Write, blog and drag a long tail behind you. Focus your message, write to engage the reader, and give them something they would have a hard time finding anywhere else.
I am inclined to favor real estate secrets, tips and gossip. In fact, I am debating just what (and how much) I should reveal in my next post....