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Misty Advertising vs. Old Style Marketing In Clear Mode...(Part 2)

By
Real Estate Broker/Owner with Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate

 

 The Question That Messed Up My Old Marketing Strategy! (Part 1 of series)

gaining clarityWHO is clicking on my blog? Figuring out the answer to this illusive question is a curiously stubborn challenge in the realm of online marketing. 

Many of us have wondered why the millions of hits which our listings  and blogs generate seem to drivel into a surprisingly small number of call conversions.  In no scenario is the quantity vs. quality debate more relevant than in the Web 2.0 World.

Within the online community the tradition has been to correlate a subscriber list with a ratings popularity index.  But are clicks really a measure of relevance or are online relationships far more complex and nuanced?  

Obviously to some extent, popularity figures into the equation...people don't normally come back to something that they dislike.  However,  I think that judging the benefits of a professional blog by tallying clicks creates a superficial understanding of the nature of online relationships. In a professional context, the quantity of clicks may not necessarily translate into beneficial business relationships. 

One significant insights which my participation on the blogosphere has produced is understanding the extent to which visitors to a blog develop a kinship with the author.  I experienced this first hand when I attended the Active Rain Birthday Celebration in Chicago and found that it surprisingly easy to connect with 40+ individuals whom I had only met through their blogs. 

It clicked! For the first time, I understood why my readers felt a connection when they met me.  A regular blog subscriber/visitor embodies a real world vote of confidence. There is a tangible sense of community which is shared by regular visitors/subscribers to a blog. This is why it's easy to create alienation when the format of a blog changes as subscribers may actually feel a betrayal of their loyalty. 

Setting a clear intention for a blog post changes the nature of our communication.  The reality is that everyone will never be vitally interested in what any of us has to say.  The Key is to speak clearly to those who are. Thinking of an audience in expansive terms tends to dilute the message and makes writing impersonal. 

However, by taking the time to delve behind the information shrouded within the hits & clicks on our sites, we can return the biggest favor our subscribers give to us...the Gift of Attention.  This requires that we evaluate the terms that people use to find our blogs, the length of time they stay on different posts and the diligence to respond to their comments.   It then becomes possible to begin to understand WHO we are talking to and WHY they choose to initiate a one or two-sided dialogue.  And in the end...isn't that truly what matters?

Copyright 2008  Audu Real Estate  All Rights Reserved

Comments (20)

Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

A very thoughtful discussion, Lola.

I have often wondered about how people find their way, what appeals to them and what does not, and why some take the next step to contact me, either with a question or for buying and selling. I admit that I don't take a lot of time to try to figure it out, and perhaps more analysis would be prudent. But them being overly analytical might result in chaing my style or what I write about, which feels wrong to me.

It seems that most posts do not generate many outside comments, save for the one I wrote on short sales which continues to evolve into a sounding board for buyers. So I guess I continue on my current path, which I find allows me to learn more about what appeals to folks and what does not.

Jeff 

Apr 23, 2008 01:58 PM
Lola Audu
Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI
Audu Real Estate~Grand Rapids, MI ~Welcome Home!

Hi Jeff, Thanks

This was a surprisingly challenging post to write.  I found this somewhat unexpected, but as I reflected on this, I think it is because we are ALL in the midst of making sense of what works and why it works in this new medium of communication. 

Sometimes, it helps to make things clear for me by relating something new to something familiar.  Although this form of comparison has its' limitations, in some cases it provides insights which are difficult to discern within the fog that surrounds unfamiliar territory.

I find that I'm most fascinated by the way in which blogs generate ACTION.  In my experience this has so far been totally unrelated to the number or comments...

Apr 23, 2008 02:12 PM
Kate Elim
Dockside Realty - Spotsylvania, VA
Realtor 540-226-1964, Selling Homes & Land a

Hi Lola...You certainly have the ability to make us think and question.  I often ponder the question of who, if anyone, reads my posts and if they do, why they do.  Do they come back?  If not, why not?  However, I do not know what tools to use to find the answers to any of this.

I know why I read your writings.

Kathleen

Apr 23, 2008 02:19 PM
Bob Cosby
One Source Realty - Shaw AFB, SC

Unbelievable blog with a lot of purpose and I support much all of your reasoning except what do you do when you're in a small town that still reads the newspaper for listings. Most people do not even understand what a blog is, nor would they entertain an electronic device in their home to look at such a page.

I'm right outside of Shaw AFB in Sumter SC and the military is much aligned with the thinking you are writing about and believe it is the way to go. I to have many hits on my website listings/blogs, but cannot interpret them to real time offers. If you figure it all out please tell us how you did it. I've recently switched over to a local company, with many builders, and hope I can do well on the internet and sell their homes. Last summer I could almost guarantee a contract when a listing went over 200 hits and now I have them approaching the 800 range without a call. Are so many people on the fence to buy and just want to dream a little dream?  Again, a very good blog!!

  • Bob Cosby, USAF Retired, ABR®, e-PRO®
  • Associates Realty, Inc. Realtor®
  • 3219 Broad St Ext.
  • Sumter SC. 29154
  • http://www.bobsellssumter.com
  • Cell: (803) 316-9256
  • Office: (803) 494-2270
  • Toll Free: 1-800-842-1752
  • Fax: (803) 494-2265
  • email: bob@bobcosby.net
  • Making dreams come true
Apr 23, 2008 02:22 PM
George Souto
George Souto NMLS #65149 FHA, CHFA, VA Mortgages - Middletown, CT
Your Connecticut Mortgage Expert
Lola finding who our readership is and why they follow our blog can be very tricky.  I just know one thing, and that if you write quality blogs the readership and business will follow.
Apr 23, 2008 03:03 PM
Liz Moras Migic
Chilliwack, BC
Chilliwack, British Columbia - Realtor
For some reason that gave me goosebumps....its like the sea isn't it.........theres the surface traffic.....and then there are the still waters that run deep.......and a whole other world - under the surface ...
Apr 23, 2008 04:30 PM
William Johnson
Retired - La Jolla, CA
Retired
Wow, Millions of hits, I must be doing something wrong,:-). I have to ditto Jeff's comments. It does make you wonder and hopefully we discover the pearls so we can make the necklace for them. Great post and very insightful.
Apr 23, 2008 05:14 PM
Kathy McGraw
CELLing Realty - White Water, CA
Riverside County CA Real Estate
Lola- I don't know what you did to William, but that's about the shortest reply I've ever seen from him :)  2 words kept popping up in my head while I was reading this......"left brain", and then I kept thinking yes, just concentrate on writing.....whatever happens happens.  Told you I was a simple person :)
Apr 23, 2008 07:34 PM
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel
Interesting question. I wonder the same thing. I like to check out the clicks on my AR posts and the statistics.
Apr 23, 2008 11:13 PM
Kim Southern- "Sold" with Southern Hospitality
Century 21 In the Mountains - Ellijay, GA
Greetings from the North Georgia Mountains!

Thought provoking post, Lola. Since I'm relatively new to this, I have yet to see a pattern--if there is one--to the kinds of posts that resonate with my readership (makes me sound important, doesn't it?) which gives me freedom unfettered by expectations.  

I try to balance my posts between personal posts and posts to localism.  At the end of the day, I want to give my readers a multi-faceted look at both me and my community so that they see the value in both. 

Apr 24, 2008 12:59 AM
Rosario Lewis
DDR Realty - Newburgh, NY
GRI, SRES - DDR Realty - Orange County, NY
The key factor is to find your unique voice and stick with it. Be yourself, so if and when you meet readers in person they recognize you right away.
Apr 24, 2008 02:20 AM
Fran Gaspari
Patriot Land Transfer, Inc. - Limerick, PA
"The Title Man" - Title Insurance - PA & NJ

Lola,

I stopped trying to figure out how it works...I decided early on to be myself, write to the consumer, trust the consumer, and let the chips fall where they may...so far, the chips are falling nicely!!! Thanks,   Fran

Apr 24, 2008 02:41 AM
Rachel Zeppinick
Sharma Estate Realty - Woodland Hills, CA
Woodland Hills Real Estate

Lola,

I have been reading your posts and find this one very intresting, I was told that my blogs are very impersonal because they are too informative and I should be more personable, I have been bloging for about 7 month and just now getting some calls.

Apr 25, 2008 06:20 AM
Lola Audu
Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI
Audu Real Estate~Grand Rapids, MI ~Welcome Home!
Hi Kathleen, Thanks for your comment.  There are number of FREE tools you can use to begin to understand what is happening on your blog.  If you google FREE stat counter, some of these should come up.  I've used STAT counter and it also includes an upgraded version which you can buy for a minimal cost.  A small investment in gaining this information is well worth it.
Apr 25, 2008 07:45 AM
Lola Audu
Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI
Audu Real Estate~Grand Rapids, MI ~Welcome Home!
Bob, Thank you for sharing your experiences.  Your area in South Carolina seems to have experienced some of the same challenges that we have faced here in West Michigan.  What has been interesting to observe is that there have been fewer clicks overall on MLS system stats...however, thankfully properties are selling.  We have significantly enhanced our online marketing to create more stories/conversations about our listings.  I think this has helped...
Apr 25, 2008 07:48 AM
Lola Audu
Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI
Audu Real Estate~Grand Rapids, MI ~Welcome Home!
Liz...what a wonderful analysis, relating the number of clicks to the vastness of the ocean vs the still waters that run deep.  Had never thought of it in quite that way.  Sometimes, slow & steady is more productive than fast and furious isn't it?
Apr 25, 2008 07:53 AM
Lola Audu
Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI
Audu Real Estate~Grand Rapids, MI ~Welcome Home!
George...your right about writing quality content.  It's not easy, but in the end...it creates a much better return for the investment of time.  Thanks for stopping by to read and comment.
Apr 25, 2008 07:55 AM
Lola Audu
Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI
Audu Real Estate~Grand Rapids, MI ~Welcome Home!
William...The millions of hits refer to the 'collective' efforts of us all. :) The good news is that at least some of us are raking through these murky waters trying to search for those pearls.  If you find them before I do, please be sure to share. :)
Apr 25, 2008 07:58 AM
Lola Audu
Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate - Grand Rapids, MI
Audu Real Estate~Grand Rapids, MI ~Welcome Home!
Kathy...you're simple, but that's what I like best about you.  You get to the point.  It occurs to me that we can also get so hung up in trying to get comments, associations & be where the action is that we forget the importance of one simple thing...writing quality content!  That's what people come to a blog for isn't it?
Apr 25, 2008 08:00 AM
Diane Aurit
LKN Realty, LLC - Mooresville, NC
Lake Norman Real Estate
Lola, because I have the RSSPieces tools so I do know who visits my outside blog and why.  The reality is that most of my visitors are searching for the fun things I write about rather than the real estate.  I know I should write real estate focused posts in order to attract more quality visitors but I love writing about my community and hearing from people who found a post I wrote about something like our Historic Downtown or a great restaurant.  While they may not be front-burner clients I love the fact that I am reaching out and some are finding me.  The great dilemma for me is do I go for Google rankings at the expense of following my passion?
Apr 27, 2008 12:31 AM