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Ask An Ambassador: Got Content That Lasts?

By
Real Estate Agent with Transaction Alliance 513.520.5305 www.LizTour.com SAL.2002007747

blowin' in the windLast Sunday I did something I hadn't done in a few years:  buy the Sunday paper.  And with the exception of the comic section, this wasn't the newspaper I remembered.  There were lots and lots of ads, and almost no content at all, much of it outsourced via USA Today sections.  Very little of the content was interesting or relevant to me and the percentage of page space dedicated to advertising was overwhelming. My time spent with that newspaper was pretty brief.

Now personally I consider our blog a hybrid of a newspaper and a collection of short stories.  Some posts are very, very temporary in lifespan, and others are meant to have staying power.

  • The builder's promotion of a finished lower level with contracts completed by the end of October 2018?  Obviously that post doesn't do much good in November.
  • A market report?  Lifespan is about a month before I write a newer version.
  • Custom search pages for types of houses and subdivisions?  Those are my short stories, with content meant to be appealing to a reader whether they pick it up today or 6 years from today. 

We obviously have to walk a bit of a tightrope.  Blog posts are for the most part advertising, go too far and we're like my Sunday paper.  Strike the right balance and you may have a business builder:

  • Hire us because we know the patio home niche (proof attached in that post and dozens of others).
  • Hire us because we provided you the information you needed. (You just got a FREE finished basement that you would have otherwise missed out on!  Did you find another agent helping you with key information?  No?)

We have to keep the focus on "What's In It For The Customer" and have the content focused on what THEY need: information, expertise, interpretation. 

That doesn't mean skip the Call To Action (Call Bill at 513-520-5305 to discuss your patio home options), but it does (IMO) mean that we need to apply the advertising portions with a light touch.

What questions does the public need answered that YOU can provide the best answers for?  What will last?  Answer those questions and you may not get many comments on your posts, but provide evergreen content and you'll get calls for years. 

Those posts are why my weekends are busy with patio home buyers, and why I continue to blog to my niche. 

 

 Until next Tuesday, just Ask An Ambassador if you need help!

Bill of Liz and Bill aka BLiz

 

Posted by

Serving Warren County Ohio & Adjacent Areas

The Liz Spear Team of Transaction Alliance
Elizabeth Spear, ABR, Ohio License SAL.2002007747

William (Bill) Spear, Ohio License SAL.2004011109  Kentucky 77938
Ask for us by name if you visit the office!

EHO
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Liz Direct: 513-265-3004     
Fax: 866-302-8418

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Comments(15)

Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ
602-380-4886

Bliz this is so true. I picked up a paper in the airport on a recent trip and it had been years since I've actually read one.  I wasn't impressed as there was overwhelming promotions and ads and the content was less than stellar nor interesting. Linking this idea to our blogs is  a great way of thinking of it. Less is more and use high quality useful info and don't be so darn pushy.

Oct 23, 2018 10:02 AM
Liz and Bill Spear

I used to enjoy reading the paper daily.  There were more articles, more than I could find useful.  Now?  Hardly anything I cared to read.

Oct 23, 2018 10:12 AM
Ben DeHaven
Haven Realty & Investments - Lakeland, FL
Proudly serving Winter Haven & Lakeland, Florida

I recently picked up a newspaper as well- to line a box that my wife was raising some chickens in! 

Oct 23, 2018 10:06 AM
Liz and Bill Spear

Ben, similar reason for us, we needed some newspaper to use in our beehive.  I switched over to the e-version of the paper long ago (cheaper and actually delivered every day), but over time I quit reading even that.  I hit GoComics.com every day for my favorites, and radio and Facebook groups provide much of the local news I want.

Oct 23, 2018 10:11 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Hi BLiz- we read our paper online. The paper these days consists mainly of ads. I usually read a news site with curated stories and news. 

Oct 23, 2018 10:49 AM
Liz and Bill Spear

I subscribe to the e-paper, but rarely read it now.  The comics are my daily must have, and I can get them elsewhere more easily.

Oct 23, 2018 12:17 PM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Here we find a persons beliefs with legs....called living example to take note of

Oct 23, 2018 10:50 AM
Liz and Bill Spear

I know for me, this works.  Last weekend I was out with 2 different buyers (3 different builders) and this coming Saturday I've got resales with 2 different buyers.  That's four potential clients that have all contacted me in the last 2-3 weeks for help.  Now the challenge is on me to turn them into completed sales.  Blogging did its job.

Oct 23, 2018 12:19 PM
Chuck Willman
Chuck Willman - Alpine, UT
NewHouseUtah.com

All good stuff... I especially love the "what's in it for them" approach. So many blogs are self-centric, which can be sometimes off-putting.

Oct 23, 2018 12:23 PM
Liz and Bill Spear

We take care of their needs, enough will take care of us.  I love hearing "you were EVERYWHERE" from the ones that search Cincinnati patio homes and hire us.  Others may find us, use the info and then go back to their agents, and that's just part of the business.

Oct 23, 2018 12:25 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Why are the newspapers creating their own demise? We used to get the newspaper from the nearest large city delivered to our door. Then they stopped doing that, so whenever one of us went to town we paid our $1 ($2.50 on Sunday).

As time went on they dropped more and more of the columnists we liked to read. Then they scaled down the reader comment section. The only thing really left was the funnies and the column that used to be "Dear Ann Landers."

We hadn't purchased the Sunday edition in years because it was almost all ads. Now they've increased the price for the daily news to $1.50 - and that's too much to pay to read the funnies.

We have a local freebie weekly we can pick up when we need newspaper for lighting fires - and we actually do read part of that!

Oct 23, 2018 12:47 PM
Liz and Bill Spear

Marte, Use GoComics.com for your funny fix :)
And the same has happened here in Cincinnati with the Enquirer.  They've formed local community Facebook groups, but unfortunately the stories the reporters drop in there are now the equivalent of clickbait, trying to stir controversary so they can "harvest" Facebook comments for their next article.

There is a weekly freebie that's tossed at the end of my driveway that gets totally local and I'll tend to glance through that (assuming it doesn't get rain soaked first).

Oct 23, 2018 12:54 PM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

Very appropriate analogy! I don't want to become the paper.

I do still get my local newspaper. I glance through the news and pay attention to anything local that I might need to know about. But the REAL reason I get the paper is because I love to do the crossword puzzle and cryptoquip. 

Oct 23, 2018 01:08 PM
Liz and Bill Spear

I used to do crossword puzzles many moons ago, but haven't recently.  I'm not sure I'd be up to date enough on some of the pop culture to get some of the clues.

Oct 23, 2018 01:33 PM
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

OK Bill, another collection of pointers to take to heart...  Thanks again.

I am baffled though whether to mention anything more about my SEO experience or Mediterranean diet, which are the biggest draws so far in 8 months, not anything to do with architecture.  ha ha hahaha

Oct 23, 2018 01:28 PM
Liz and Bill Spear

It all depends on the purpose of your blog overall and your individual posts.  If you're writing just for fun that day, anything is fair game and the more comments you gather from other Rainers, the better.  Top of mind marketing 101 at work :)

Oct 23, 2018 01:32 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi BLiz

This is a great analogy and an important set of considerations for writing an effective blog - I suspect a diversity of topics is most effective.

I can’t remember the last time I actually bought a paper, but admit to looking at them, especially when traveling. I often pick up our local weekly - it’s free - to keep up with what’s going on in the local area. There re often some good ideas of blog posts.

Jeff

Oct 23, 2018 01:57 PM
Liz and Bill Spear

I write to this community much less than I used to.  Over time I realized my results were not heavy on referrals from other Rainers.

Oct 23, 2018 02:48 PM
Tonya R. Taylor
SavvyBizBuilder.com - Columbia, MD
Tell me 1 thing you want to learn about marketing?

WOW, the funny thing is I only notice the newspaper around the holidays. It just feels like once you buy it the news is already old. 

Oct 23, 2018 03:45 PM
Liz and Bill Spear

And that is part of the reason I dropped the morning deliveries.  I didn't get to read the paper until the evening and by then all the key stories I'd have already heard on the radio or online.

Oct 24, 2018 05:04 AM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

You totally have that niche covered, Bill - you carved it out, one community, one blog post at a time - not too much, not too little but, just the right amount of 'advertising.' 

When your advertising is informative, addresses their needs and then makes the phone ring, it's a slam-dunk!

Oct 23, 2018 11:06 PM
Liz and Bill Spear

And I keep on carving, there's more to be done :)

Oct 24, 2018 05:04 AM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager

Eight of my top viewed posts are Halloween themed. Some from 2008.

I get messages from people every year with questions on those posts. 

No business from them, but it's fun to interact with people who want to make my costumes. 

I love receiving pics from people once their costumes are complete and they are so proud of them. It's a great feeling.

Oct 24, 2018 01:57 PM
Liz and Bill Spear

I used to get good response from my local interest type posts, but they weren't bringing me business so I shifted focus to topics more likely to help create business.  I'm not surprised your holiday themed posts are still doing well years later, they give people what they want!

Oct 24, 2018 02:50 PM
Brenda Mullen
RE/MAX Associates - San Antonio, TX
Your San Antonio TX Real Estate Agent!!

It's amazing to me how much content really does last.  I used to write a blog post when my church did a turkey dinner give away every year to those in need.  My last post on that had to be at least 2 to 3 years ago and I just had someone reach out to me asking if they could be put on the list.  Sadly the church doesn't do this anymore I don't believe, but that blog had some serious staying power!

Oct 24, 2018 02:22 PM
Liz and Bill Spear

I know subdivision posts keep working year after year.  Some have been REALLY good about grabbing attention.

Oct 24, 2018 02:51 PM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Bill(and Liz too) - I haven't thought of the comparison of a newspaper and a blog post. Interesting. 

Oct 25, 2018 07:07 AM
Liz and Bill Spear

To me the concept first came up with blog posts advertising our listings.  To me, it's like the newspaper.  A blog post (in that case) represents the status as it was written.

Others might argue that we have to go back to all old posts and update or pull them once the home is expired or sold.

Oct 25, 2018 03:07 PM
Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

Life has happened for me the past couple of years after a long long stretch (not close to yours, but more than a year) of posting daily.... there was planning a wedding for my daughter, a new grandbaby and various other family things along with business being from double to triple what it used to be.... thankfully I have some blogs that timeless and keep the phone ringing.

Oct 26, 2018 10:45 PM
Liz and Bill Spear

You've had a lot going on, so that luxury of having those evergreen posts from years past really pays off.

Oct 28, 2018 03:09 PM