With all the buzz surrounding blogs these days, many people wonder if they really need one and if there’s anything to gain from it. Blogs are great tools that allow just about anyone to publish content on the web with a minimum of technical knowledge, but pay attention to what you focus on, or you will be targeting the wrong audience.

Blogs come in every shape and form, but even though they typically offer the same type of functionality, they all have a different content-driven purpose. Here’s what blogs typically allow you to do:

• build a social network around your ideas, of mostly piers
• voice your opinion and stimulate productive discussions
• share and acquire knowledge
• network with people with the same interests
• reach a large audience thru RSS feeds or Email subscriptions
• gain recognition for your ideas among your readers

Now, being a Realtor, you know the value of networking with your piers and the need to get your expertise out there to reach potential clients. But consider this: people that read your blog are interested in the same thing you are writing about.

If your blog is about real estate selling strategies, you aren't going to get an audience of home buyers or sellers. Buyers and sellers want information about homes, not how to create mailing lists to follow up on leads or improve their cold-calling skills. So, before starting a blog, stop and ponder what the blog will actually bring you in terms of business, and what your target audience really is.

Screenshot of the popular WordPress Blog software

If you were selling to CEO's, you wouldn't go hang out at a flee market, now would you? For the same reason, if you're trying to get noticed by buyers and sellers, why would you spend your time writing about things only other realtors would care about? Not all blogs are the same, and yours should focus on your target market if it’s meant to reap any benefits.

A (realtor-centered) blog can indeed provide you with some new business in the form of referrals or even seller/buyer inquiries, but you shouldn't look at it as your primary web marketing strategy. If you want to get seller/buyer representations, you must talk to that market.

A blog can be a great complement to a good sales strategy, but it shouldn't be THE sales strategy. Putting together a killer representation package will get your seller's attention, not your blog.

Once you have a solid listing package and strategy, and can get it in front of your potential market through several types of media (Web, DVDs, Mailings, Postcards, Brochures, etc.), then consider a targeted blog to supplement it.

Realtor-focused blogs are really good for:

• complementing a solid representation package (better if content is not realtor-centric)
• network and open channels for cross-selling and referral opportunities
• give you some degree of recognition for your expertise if well executed
• gain and share knowledge of trends and technologies
• increasing the "stickyness" of your name and brand by allowing subscriptions

Realtor-focused blogs are not so good for:

• serving as your primary lead generation source and sales strategy
• reaching your target market, unless it’s other realtors

Just because blogs are a great thing, it doesn't mean they're a great thing for everyone when done the same way. Remember, your main objective is to make money. If you don't think the blog is helping you achieve this, focus on other things first.

So, do all realtors need a blog? No. Would they benefit from having one? Absolutely. Even if it’s only targeted towards your peers. Blogs are almost becoming the business card and resume of the web: it’s always good to have an updated one.

Now you know some of the benefits and potential pitfalls a blog can bring you and how to avoid them. Approach them in a way that’s inline with your strategy to reap its benefits.

- Silverio M.
RealEstateShooters.com

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