by Rich Schiffer, Weichert Realtors

I have talked to a lot of Realtors in my area.   Because of my passion for Internet Marketing Techniques, the conversation often comes around to blogging, and how it can fit with your marketing plan.

More often than I expected, the response from them is something like this:

• "I don't have time to write," or
• "I don't know what to write about."

Here is what I tell them: 

"You are already writing what you need to have as content on your blog.  The things you prepare for your clients already -- those are what you need to be posting on your blog."

Here are 8 examples of what I mean:

1. Market Analysis Reports.   You already take the time to research the market conditions in the areas your clients are buying and selling in.  Rather than just telling them, or showing them a printout of your findings, put your analysis on your blog.  (Don't forget to categorize it correctly, and tag it with the appropriate terms, though!)
2. Property Descriptions/Marketing Materials.   You already write up a description of the property for the MLS.  Use that description as a basis for a blog article about your listing.  Enhance it with links to information about the school districts, municipal data, etc.  (Remember to include a link to your Market Analysis Report for the neighborhood, from #1, above, as well!)
3. Property Reviews.  You show listings to your clients and then discuss them.  Hopefully, you provide the listing agent with honest feedback.  I see nothing wrong with posting a "property feedback" review, summarizing what your client's liked and didn't like about the property.  (Be sure represent only the appropriate level of "feedback" so that you don't jeopardize your client's negotiating position, of course.)  Here is an example of one of these:  Market Analysis -- West 22nd Street, Chester: Good Investment Potential, or "Starter Homes"
4. Property Pictures.  You already take photographs of your listings.  Include these photos in your blog posts from #1, 2 and 3, above.
5. Open House Invitations.  You already spend time writing ad copy and creating flyers for your open houses and brokers' tours.  Post this information on your blog, as well.  (Be sure to include a link in the invitation post to the Property Description post from #2, above, and pictures too!)  Having your laptop open to the post at the open house, and inviting your guests to leave feedback comments is a great way to provide added value for your sellers as well. 
6. Information for Buyers. You already give advice to your buyers.  You educate them on the home-buying process, refer them to mortgage professionals, and answer their questions all along the way.  Put some of your most commonly answered questions into a blog post.  Then, when you have another client ask a similar question, you can point them to the blog article to support your answer.  You can provide links to your other articles, as well, and outside articles that may be of interest -- links to information about the schools and regional entertainment may be of interest for Relocation clients, for example.  Here is an example:  Darby Borough Description
7. Information for Sellers.  Like #6, above, but advice for your clients on the other side of the table.  Links to other professionals you recommend are useful, too (Stagers, Movers, Contrators, Home Warranty Companies, etc.)  Here is an example of one such article:  What To do Before You Sell
8. Share What you Know.  Many of you already serve as Mentors or Trainers for the new agents in your office, or for your team members in general.  Buy putting your wisdom down in writing, in the form of a blog post, you not only make it easier to train your new agents and team members, but you also help raise the standards of the profession.  (It is a great way to network with peers outside your region, as well -- it may be what attracts that next referral...)  Here is an example of this kind of article:  Absorption Rate: What it is, and Why you Should Know it

By posting these type of things that you already do, you get several benefits:

• Increased Internet Presence.  Consumers will have a better chance of finding their way to you when they do their search for information.  If your market analysis of the neighborhood they are thinking about moving into pop up in the first page of Google's search results, don't you think your likelihood of being contacted by them when they decide to call a Realtor has increased? 
• Increased Credibility.  You will be able to more quickly establish your credibility in the consumers' minds.  When they ask you a question, and you direct them to an article you published about the topic, the level of respect they have for you as an expert in your field increases.
• Decreased Redundant Efforts. You will be able to decrease the time you spend answering commonly asked questions.  Instead of giving the "long version" of the answer every time it is asked, you can summarize the response, and give a link to the more detailed answer in your blog.
• Increased Integration of Marketing efforts.  By integrating your marketing efforts (print materials directs to email, which links to website, which links to blog, etc., etc.,) you will actually increase the effectiveness of each individual method.  Instead of simply throwing a marketing campaign out into the waters like a fishing line, by integrating multiple methods, you weave those lines into a net, which will catch more fish, with less effort than the individual lines would.
• Timeless Marketing:  Unlike direct mail, which may hit the trash can sooner than you like to think, blog posts are eternal.  The article you write about your farm area may be what attracts a prospect to call you today, tomorrow, or whenever they are doing their Internet-based search.  This gives you the ability to make a first impression time and time again.
• Increased Hats.  In addition to the variety of hats you already wear for your clients, you can officially call yourself a blogger, as well -- and all you had to do was keep doing what you already do, just modify where you file it.