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Are Ghost Blog Writers for You? How Do You Find the Time to Blog?

A lot of great blog posts are inspired by questions that I get. Sometimes they are asked directly to me, and other times. I check VisiStat or SiteMeter to see how people have found my posts. At least one time in 50, it's a question that lands a Googler to my blogsite.

After speaking at Bloggers Connect last month in San Francisco, a LOT of bloggers asked me how I find the time to blog, read other blogs, and respond to comments. I know that this is a huge question for a lot of folks, especially those who are not yet convinced that blogging actually pays off.

It does. It just takes time, like any other form of marketing, like farming with postcards. But with THIS form of marketing, it requires more time than money.

As for me, I like to write, so when I have a topic I'm enthusiastic about, it's easy to write and it's fun to write. True confession: reading some other blogs are not so enjoyable. A lot of bloggers don't know how to write. It's as interesting as listening to a dial tone to slog through some blogs. But many of them, even some of the dull ones, have great information. Many are inspiring with the info they've dug up, the pictures they showcase, or whatever new gizmos are on display. (After attending Connect, I finally ordered a flip camera. I will catch up with the times!)

For some, writing is hard. Maybe it's impossible. Or maybe there's just not enough of a buy-in to actually blog, even through they're hearing from the gurus how important it's going to be for SEO.

Is it important enough to hire a ghost writer?

That's an interesting question. My initial take is "it depends". Will the content be local? Will it be unique? That's one thing. People can get national news on any website, so my thinking is that blogging about stuff than can be found on CNN just doesn't make a lot of sense. But even worse is if the content is not unique.

Last year I had a virtual assistant and someone on her team offered to do some posting of sorts for me on my Realty Times subscription. (It expires this month and I'm not renewing - better, I think, to have the traffic on my own site, though I did make one sale from RT.) Anyway, since I was so busy blogging, I had ignored the RT updates and the virtual assistant's team member was going to take my info and update it for me.

Bad idea.

Know what I got?

I got national news and I got something that was copied onto all their other clients' RT updates. And it didn't just happen once.

We're talking fired. At least that member of the team was history.

Today I had a look at a blog - a gorgeous blog, I might add - for a very high end team which is wading into the pool of blogging. The site looks very professional, but there's a paid blogger with national, non-unique content being posted. I Googled two lines and sure enough, it's on other sites as well.

How will that help SEO for them? I'm assuming that's the goal: improve the SEO, get the traffic, and the traffic turns into leads. But if the content isn't unique, I rather think it's not going to help.

What do you think about ghost writers on a blog? Is it a good way to solve the "time problem"?

(Please NO LINKS or "advertising" in the responses.)

Posted by Mary Pope-Handy, ABR, CRS, ePRO, SRES on 08/18/2008 01:52 PM

Comments (70)

blog, unique content, ghost writing, content, scheduling, writing, time committment

Originally posted at: Mary Pope-Handy's Silicon Valley Real Estate Commentary: Are Ghost Blog Writers for You? How Do You Find the Time to Blog?

Post is included in group: Blogging & SEO

70 Comments on Are Ghost Blog Writers for You? How Do You Find the Time to Blog?

AUG

2008

Mary: I'd rather be one than hire one. LOL

Nice post. I wish I could have seen you speak at Inmans. I was overseas but will be there next year!

Mary - I can't even imagine wanting to use a ghost writer for my blog, but that's just me. Your anecdotal evidence here would suggest that it's not a wise move.

Mary... I'm surprised larger brokerage offices haven't implemented an "Office Blog" using paid writers to drive more inquiries into the office. Given a decent budget and a focus group to offer suggestive ideas a paid blogger could be lucrative... Did you find a Ghost house full of authors? :-)

Mary, I would not use one either. I read here on AR about doing this and doing that but in my opinion if that is not you when you meet your customer how will they feel. I write and put my own time into my post. Yes they are simple for the most part. I am a simple person who has been in business for more than 20 years with that. I have sold to first time home buyers and commercial investors but I am that same person. I read once where the author was talking about marketing a certain area. Some time later this same author mention that they would never market in that area and never did. I met them for a moment. They had mention for a short period of time they had someone helping them post but it did not work out.

Any one who uses a ghost writer is telling you "It is all about the Money and not the clients". If you can not do it yourself...do not do it at all...it is a disservice to your readers.

I couldn't find a ghost writer who would want to write the stuff i post and I couldn't pay them enough either:)

How many unique and individualized posts can a "ghost writer" blog. I think it would be too generic and people would be able to read thru it.

I do this because i like it. I usually don't have trouble sticking a little blogging into my day... I've written posts on my phone while my kids played on the playground. I don't see myself hiring someone to do it for me. I don't have a problem with it... just won't be me.

Mary, as bloggers we are trying to be professional---real---transparent----not the President:)

Mary, I am one of those that writing does not come easy. But with experience it is getting easier. As to your question about a ghost writer... I do not think I would hire one. But I think that if you wanted to control content, maybe higher someone to do the research on some of the topics that you would like to focus on. Then you can control content, style, and the message. AJ

Our AR blogs are also often on localism, and the "outside blogs" that AR provides. What does that do to our blogs credibility?

Mary, I personally don't like the idea. I feel my blogs AND comments should come from ME because they are reflecting me---and I wouldn't be comfortable with someone else reflecting who I am.

Mary, the stuff I write is ME. I can't have a ghost writer be ME (if that makes any sense).

Better to blog less often (but consistently) and do it yourself than to delegate blogging. Personality is as important as content and consistency to successful blogging - no one else can do it for you!

Yikes, that does not surprise me actually, but it is hard to read. How could a ghost writer write on Ann Arbor? They couldn't. They would have to go online, find information, and write or copy it. NOT Good.

I'm interviewing several freelance writers to put out Localism pieces exclusively for me. It just isn't my thing. I would rather have a hot pot of coffee dumped on me than write 300 - 500 words about why I like drinking coffee at the local Starbucks. I've tried and tried. Just can't do it.

It's time to money for me. I've got way too much going on to put out 6 - 10 local pieces each week. I enjoy writing to agents and for agents.

Clarification: The writers are all local and currently write or have written about the community and local information for magazines and/or newspapers.

How does a ghost writer give your blog a life? I can see it if you want "canned" material about your area but if you want people to connect with you then they need to see the real you not the "hollywood" version.

I could see using a ghost blogger to "fill in the gaps" if you can only get to 2 or 3 posts a week, and want something new added daily. I would probably consider hiring someone to write about local businesses, schools, parks, or happenings, but I would edit it to put my own spin on it. Right now, I'm still learning and experimenting, and have more time than money, so my content is my original content.

Mary, I hope you don't mind me chiming back in. I absolutely love this post and the conversation that it is bringing. This topic is very interesting to me. Thank you for such a great post.

Vicki: Exactly! Microsoft Word change tracker and collaboration work beautifully. I put some of my personal style and thoughts into it. The writer makes it work. I approve and agree with everything it says prior to it going out. It is my understanding that if a good ghost writer is given enough time they will begin to get your style down perfectly. We shall see...

Mary- When we blog, we are representing that material as our own. I don't think it is very authentic to have someone else write for us. If an individual is so uncomfortable writing as themselves, they can always re-blog another's post. At least that is not misleading.

Some Agent Teams let the assistant do some or all of the blogging. I don't think I would want someone else speaking for me unless it were a PR Firm.

I love to write and most of what I have on our blog IS written by me. However, my mom is a published author and is willing to write for me some as well on topics of interest. Everything she writes is original and I have permission to post it. Also I do believe all of my assistants are good writers and they often visit spots I do not in the area so they too have offered @ times to write about things for our blog. In this way we have original content, and since all of these folks are carefully selected it will also be the voice of our team so I feel good about it.....it will be more interesting this way since we will have more content. I of course look over everything first.

I'm with those that want to write all of my posts unless I specifically hire a guest writer and give them credit for their article. It's just too important that clients get to know us through our blogs to leave it in someone else's hands. Perhaps someday I will change my mind but for now...nope!

Hi Everyone,

Wow, I slip away for a couple of hours and look at all the great comments! Thank you all for chiming in. There are 24 comments here and please forgive me but I do not have time to personally respond to each one this time!!

Just a couple of quick points:

I agree with so many of you that it's hard for a ghost writer to have your "voice" and have your "local info" in most cases.

Jessica - I wasn't talking about you, honest! This was actually something in CA. It sounds like you have a good system of giving info, checking and editing it etc.

Sheila - I understand the team idea, and I think it makes sense as long as the team member writes well and it's in harmony with what the agent thinks and would say.

Anna - great input, and I bet your stuff is all unique, which is hugely important in my opinion.

Thank you ALL for the great comments and discussion!

Mary

Hi Mary,

I believe if you want it to be "unique" you must do it yourself... Even if you don't do it daily, you should do it yourself, because then and only then it has your signature and not a duplicate of someone elses. When you do it yourself, even if it's not daily, you should have a schedule, so your "regulars" will look forward to your next blogs. Run your blogs like a business, since it will eventually affect your business. Always remember, it's your business, not the "ghost writers".

Good luck!

;>)

I view ghost writing akin to me using Pamela Anderson's photo on my blog, then I show up at the door. No doubt the client would think they didn't really get what they thought they were. :-)

If I were a client and the agent didn't speak, write or have the knowledge that I thought they did based on their blog, I would really question how ethical or truthful they would be to me during the transaction. I think it's wrong and misleading to use ghost writers.

Mary,

I know you weren't talking about me, no worries! I just wanted to point out that I am looking into it and will do it in the very near future. I think this is a thrilling discussion and thanks so much for it!

Hi Mary, I agree if you take the trouble to blog you must provide local information vs generic national. This is where I think you could be doing a service for your local community.The national media gives enough bad information and as far as I am concerned that would be the same thing if you used a ghost blogger.

Mary, A year ago I would have said "no way!" BUT.....I now have to say I could see where a ghost writer could work as long as it was someone that was writing content specific to me and my market. I like what Jessica is doing and had considered that myself as I too have no desire to be a roving reporter for Localism. Brian Brady has written some good articles about this subject. Fact is that if we are truly writing for business and not just for enjoyment a or to stroke our egos then what could be wrong with having someone else provide some or all of our content? The key would be finding the right fit.

I just think blogging is personal and should be unique. When I first came to the Rain over a year and a half ago, I thought you were suppose to copy and paste information. I am so glad I stuck with it and realized its importance. I like having a little piece of "me" out there.

Aa Far as I'm concerned, ghost writing is the antithesis to blogging, but I fancy myself a bit of a purist, at least in theory. Blogging was originally stream-of-consciousness, personal writing. When it becomes just a bunch of slick marketing crap, intended to say "look at me," it will be a sad day. The entire point of blogging from a marketing perspective is to let your personality shine through so a potential customer can gauge and decide if they want to work with you. If people start hiring other voices to speak for them, and then take the leads, in my mind that is "smoke and mirrors." But as long as people are shallow and greedy, then they will find ways to capitalize on just about everything under the sun. It's like calling Kincade "art."

"When it becomes just a bunch of slick marketing crap, intended to say "look at me," it will be a sad day."

Real estate agents providing good, solid and objective information is a matter of public service and whether it is personally written or not isn't of any importance. The objective is to get it out there and to provide that service. Thinking you have to give a personal editorial or testimonial on everything going on in your town screams of, "look at me" to me. Some people don't give a darn what you think...they just want to know the information.

"The entire point of blogging from a marketing perspective is to let your personality shine through so a potential customer can gauge and decide if they want to work with you."

Yes, I would agree that is one reason but there are many, many others and they are all just as valid. Your objective could be SEO driven to get and convert more leads. Completely a numbers game. Consumer aren't foolish enough to think that agents always are 100% forthcoming about their personalities, thoughts and opinions in their blog. It's so easy to accentuate the positive and downplay not mention the bad. That is why many of them come online to get information and don't give a rip how you feel about certain things. Many just want the facts. Hiring a ghost writer to give them those facts demonstrates responsibility to the consumer, when the agent is too busy or lacks the desire to write about certain topics.

"But as long as people are shallow and greedy, then they will find ways to capitalize on just about everything under the sun. It's like calling Kincade "art."

I see nothing shallow about giving the public what they want. I do see an over-inflated sense of self-worth when the average real estate agent thinks what they have to say matters to more than a hand-full of people.

I love this post, Mary. I personally can't get beyond writing my own stuff, even though saving the time would be blessing. I know I would have a hard time letting go and allowing someone else to do something that I really enjoy, despite the time limitations - I would probably never be satisfied. I can see how it could work for others, but it ain't me. The conversation here was great to read as well - thanks for providing food for thought.

Jeff

I'll just keep doing my own stuff and reiterating that it's mine. Even for Localism. I tell what I know about my area and seeing as I've been her since age 10 and going on 41 years I think I have enough personal experiences to relay to the reader.

I like it like that and I think I'll stick with it. It just feels sooo me..and soo real.

As you know - readers need to hear YOUR voice.

It's as interesting as listening to a dial tone to slog through some blogs. -

I'm doing well - #1 in my area and my dad is a professional writer published in 60 countries but I still have a long way to go...

Nice post!

Hi Mary...That's not for me. If I don't have the time to blog than nothing gets posted. If it is important enough for me to blog than I will make the time.

What the heck, if I'm going to be a phony why not hire someone to write a best seller. I would love to win a Pulitzer Prize and/or earn all the money that would follow.

Think big, folks.

Phooey, if you do not have some pride in what you write why have a blog?

Plus it's fun to learn, take photos, and write about something that interests you. Hopefully real estate interests you.

Guess I could have used just one word...no.

Kate

Ghost writers are not for me. I want people to know me and my opinions and style

Ghost writers=BAD IDEA. The whole purpose of blogging is to connect on a personal level, & infuse one's personality into the content.

Hi Mary,

I'd like to add another comment for clarification purposes.

I said no, and the no was for me.

Now, if it is a team blog (not under just one person's name) I would think it would be fine for the leader to select members of the team to write.

If someone wants to use a ghost writer why not just be up front and say "written with the assistance of others". What would you do with a magazine article or a book?

Kate

nobody could write about haunted houses like you, just like nobody could write the things that we do but us. don't need no stinkin' ghost writer getting in the way of letting people know who we are. its each of our personalities that our blog is all about. but you already know all of that.

cheers

I heard about these ghost writers before and to be honest they really don't cut the personal touch of your blogs that you must own up to. Now having a virtual assistant update your listings and do busy work is perfectly fine because it does not interfere with your personality.

HI MARY!

I say that if it's not unique, then what's going to draw folks to your site versus someone else's that's got the same thing? If it's going to be a generic, distant blog then the readers won't be interested.

Thanks for sharing!

Again, thank you all for the comments. (I think this topic has taken on a life of its own.)

Gary, you are too funny with connecting my love of connecting haunted houses to GHOST writing,LOL.

So we have a few different opinions here:

most of you feel that "ghostwriting" is inauthentic and should not happen
a few of you think it MAY be OK under certain circumstances (it's a local writer, a member of the team, etc.)
a few of you assert that this is marketing and it's OK to delegate marketing to a paid professional who can write better than you can.

I have SO appreciated the input. My sense remains that ghost writers are usually a bad idea, with a few exceptions. Team members are OK as long as you're all on the same page. Ghost writers may be OK with some guidelines - the content has to be local and unique, somehow the agent's or bloger's own "voice" must come through, and it really can't be incongrous with the rest of the message.

I think this has been a useful dialogue!

Mary, I have strong feelings about this topic. A blogsite by it's nature is a personal account. It's so different than hiring someone to write website content or marketing material. A blogsite is about "up close and personal"....and authenticty.

To me ghost writing without disclosure is totally disingenuous. How can we put our name on an article which is not ours???? If the content is posted on a blogsite than whoever writes the content should be credited as the author/guest blogger. I think this should be a requirement for Posting on AR.

Ginger

AUG

2008

Super post Mary - I've wondered about that - there are times it seems pretty clear someone is using a ghost writer........kind of defeats the purpose I'm thinking.........of getting to know the blogger/realtor....not just the info/data that you can usually find just by googling!

Ginger - so true. How about a "company" that does posts for you in which they say "Blog by xyz fake blogger company"??? Not sure it's a lot better, but at least there's honesty there in that it's not appearing to be written by the agent in question....

I could not imagine having someone write my blog. I feel it is personal and must come from me.

Wow! You guys are entertaining! Who needs reality TV when you’ve got AR! Yeah ok, super long comment here, my bad-I’m a newbie to AR posting too so not sure on proticol here- but by very nature of having earned the dubious role of ‘The Muse’ in Mary’s post today, I believe I’m entitled to ‘my voice’ here...pardon the pun everyone.

Much love of course to you Mary..and good lookin out too..seriously! I appreciate it...had no clue how serious bloggers actually take their blogging! Lesson learned. I be real good from now on Mrs Pope-Handy! Oh and thanks for trying to keep me anonymous, but I’m learning that anonymity for a Realtor marketing on the web in the 'virul marketing age' is highly futile to say the least...#$%& leaks out.

So here’s my take if anyone’s interested [as the curious george's will note on my AR profile- also not 100% set up], I'm a Realtor and I handle web marketing for my Super Agent mentors [who are amazing guys I might add-you'll never see them on AR so I think I'm safe here! LOL]. Yes my title says realtor/eMarketing manager, but that's unofficial so please be kind. I'm admittedly self taught on web 2.0...so please be nice techies if you visit/respond! I'm basically a Realtor who took on overly massive web 2.0 campaign for our team and is LEARNING THE HARD way here! haha

And I guess I'm feeling super masochistic tonight...or just frisky...but go ahead and check out my BRANDnew, and already 'infamous stuff' here..then go ahead and filet me wide open blogger purists...I can take it! And if anyone cares, I absolutely plan to write tons of 'personal posts' over time, ride my bike around town and film construction projects to post, interview the local mcdonald's manager..and post, tell everyone my wild dating stories...and post [more on that later, so read on...!]

So Exhibit A: http://jeffmclaughlinreport.thewrittenblog.com/ [The guilty party. I just got this and haven't even set it all up yet, but Mary's super fast and she busted me in a matter of days! Whatcha gonaa do???]

Exhibit B: http://areanews.losgatos-saratogahomes.com [our main blog-sub page to our home page. STILL UNDER CONSTRUCTION so keep that in mind all!]

Exhibit B: http://www.LosGatos-SaratogaHomes.com [Our still incomplete homepage..yeah the flash lags I know, meta tags incomplete, copy being rewritten...long story..]

If I may speak for us ‘Non-Blogger’ Silicon Valley Realtors our here suffering from 'web hit envy' [& Google HQ is 15 minutes from me] just hoping to gain a slight edge and crack the 2.0 code, it’s actually a pretty amusing fratricidal argument indeed you guys are having when you really think about it…seriously cracking me up with this! Then again Realtors are notorious for 'eating their young'..especially in this market! But interestingly enough Mary, I’m completely on the fence on this issue; hence my agonizing over it as you know, since I’m looking to make friends not enemies on the web. But obviously I’m leaning towards the progressive approach to this whole blogging thing. And don’t take this as ‘you struck a nerve’ or anything Mary...I’m Irish so I love a good ‘joust’! I should’ve gotten on here years ago this is soooo much fun! If this is survivor I guess I'm voted off after putting my toes in the sand!

Ultimately, there are strong arguments to be made either way on this subject...it's a huge debate in media circles too I know. One thing I haven't hear argued forcefully in all this controversy [with few exceptions: Jessica H, Bryant T, Vicky L, Dan C made strong counter points] is the fact that it's really not an ‘either-or’ issue...how about ‘Both-And’? There is a whole cottage industry of pro bloggers for all types of small and large biz’s out there, which to me is very telling [as long as you disclose it-more on that point later]. I’ve personally decided to test out the Collaborative/Combo Blog approach to see how that works, whether it makes me popular or not...popular's better though?? If we have 5+ blog contributors-individual post authorship fully disclosed-I think this particular argument about authorship really becomes moot, for all non-blogger purists anyway.

*Still more arguments up my sleeve in post part II...'self flagellation part deux'

Thanks for playin gang!

Jeff's 'Self Flagelation Moment'..Part Duex:

So....The concept of Ghost Writing as we’re using it here, implies a lack of disclosure that something is 'Ghost Written' to begin with. What if its 100% disclosed to the world that many voices will be chiming in on a given website-aka Blog? [see Colloborative Blogs on Wikipedia-"open invite" I'll take that one!]. After all isn’t a blog really just an interactive ‘website’? Most agents have web developers and copywriters and nobody I know takes issue with that. So if a really busy agent is trying to have a life, yet wants to provide an added 'service' to their clientele in the form of solid information [while simultaneously achieving a little SEO benefit] and they want to supplement that information with national and world wide macro-economic professionally written content, then where’s the harm in that I humbly ask? [e.g. Are my team leaders/mentors who are crazy busy all the time-yet are always seeking that added umph a strong web presence can bring-just ask Mary about her Silicon Valley ‘Google Love’ guys...super impressive...I think you'd call her SEM 'prolific' to use a good 'bloggerjunkie' term-FYI gang she’s the SEO queen of Silicon Valley if you ask me].

Seriously though, how is hiring pro-bloggers to supplement your posts that different from the ten of thousands of agents who hire pre-written newsletter services to stay in front of their clients and keep them informed….and if that’s wrong too, then i give up here...guilty as charged! I'm quite sure i've got plenty of company on that marketing method though.

Our office does over $1Billion annually between about 230 agents, and most everybody I know has some type of syndicated newsletter, website content, etc. Oddly enough, we're in a high-end market in silicon valley and Mary is one of the few actual 'realtor bloggers' with any real success...handful of wannabe's like myself of course, but no 'other' full fledged bloggers I can think of [well none that are top producers anyway and have solid SEO]. But I digress...

I personally think it all depends on full disclosure, market positioning, and ones own definition of the very term ‘blog’ itself . What if one chooses to use blogging as a marketing medium to provide their clients, fam, friends, PROSPECTS etc. with daily news and info so they don’t have to go seek it themselves…you know, user friendly/easy access info? Again, I say where’s the harm in that if authors are fully disclosed to all readers, and if the agent proactively contributes to their own blog as well of course? You know, authors Tom, dick, harry, lender A, title rep B, {pro blogger}, site sponsers/realtors, etc. [I'm trying to recruit all my industry partners to join me in posting now that I'm a complete 'google junkie'...writing's kind of tiresome to some of us [i wore myself out on my first 2 AR posts here...shame on me! lol.].

Final argument [yeah you're welcome all]: so what about using a blog primarily as a means of adversiting and promoting your listings…to use as an extra listing tool if nothing else...so far that’s what I’m mostly excited about with it; since google spiders seem to prefer blog platforms to traditional 1.0 websites appx 10-1 it seems. It may not help SEO at all to have some ‘un-unique’ content and professionally written/syndicated articles on your site; that may be very true. But in that event, you can always impress you're sellers with mucho traffico via PPC to drive traffic to your blog, viral marketing, frige magnets, candy bars, bus stops, women's shirts, you name it..a Realtor has done it! haha

Thanks again to anyone who humored me and read this far...I had fun! And thanks to you Mary for inadvertantly introducing me to the AR crew! Be back real soon...

Jeff McLaughlin… ‘The Muse’

Jeff! I was not gonna *out* you, friend! But since you stepped up....

Your blogsite is completely gorgeous and it shows that you have been researching and working on it for eons. You are off to a great start!

And you're write about ghost-writing. Actually I was tap-dancing around that a little because there are some agents who DO use ghost writers (and your analogy with newsletters is actually a great one), especially when they get swamped.

AR friends - Jeff is a pal of mine, is a good guy and is looking for some helpful input on his new blog. Have a look at his site and see what you think.

Hi Mary~ This is an interesting post from the "Virtual Assistant" side, and for me personally "ghost writing" on an agents blog is not necessarily a liability I would enter into lightly. Now, I do have clients that send over original content that needs to be re-worded for copy, or elaborated upon in a style that more suitable for a blog and simply posted with photos added etc. That I will do.

Once again, I will just add a footnote that anyone who enters into a relationship with an independant contractor or virtual assistant needs to use due diligence when hiring and communicating these types of tasks to a VA. Making sure they are educated enough in copyrighting, blogging, etc. is increasingly important.

There will be more and more "ghost" bloggers no doubt as more people move into the blogging arena -- not everyone will take personal time to write blogs.

I'm back already! this thing is like 'crack' for Realtors! I better slow down...

Thanks Mary for the support!

Cheers,

Jeff

Like you said, "it depends". For me to feel comfortable with ghost writing, the ghost writer would have to be in-house so I could comminicate and collaberate on a daily basis.

Jeff, to chime in: You are using your Bring the Blog membership in the EXACT way that it was intended. You've added relevant links, some of your own content, and you've managed to create some of that juice that everyone's always talking.

Look, if we can all agree that blogging is marketing, then we can agree that the goal of blogging is to generate new clients and retain existing ones. And like all marketing efforts, when the costs exceeds the benefit, it's time to reconsider the marketing plan.

Contrary to what people tell you, blogging is not free. It costs TIME and for all of us, time is our inventory. As such, it's quantifiable and it's no wonder that most brokers don't like it when their agents carve out 30 minutes a day to write.

Time spent blogging is time NOT spent on any of the following income-producing activities:

Driving in the car with buyers
Connecting with our network to remind them what we do
Taking new listings

Time spent blogging is time spent MARKETING and there is a real cost for doing it.

Hiring a blogging company to write your posts may not be your style, but it's a system and a method that works for a lot of people. Especially those agents for whom writing blog content and making it look professional is not their #1 skill.

Well my ghost writer [Dan Green], you've convinced me! My 15 day trial will end, and I will be subscribing to the full year thereafter! I'll keep the rest of you posted on the long term outcome.

Thanks again everyone...this is truly fun!!

Jeff

hi Mary,

I don't think ghost bloggers are a good idea as they don't allow the blog owner's personality to come through and they mislead the public into thinking that the writing is done by the blog owner themselves.
If it is clearly stated who wrote the blog, then I believe it's fine....however then it wouldn't be a case of ghost writing!

Jo

oops, I wasn't signed in when I left the comment above/below:

hi Mary,

I couldn't do it. As you stated, it just isn't right.

Bad for SEO

Bad for rapport (What if they ask you about "that blog you wrote" and you don't know what they are talking about?)

If you are trying to get clients from your blog, you better be writing it yourself.

*****WARNING****

I have deleted two comments that were simply advertisements. If you want to write about *your* ghost blogging or related services, fine, but links out are not appreciated and are going to be viewed as spam.

Dan Green (above) did it right. His comments are not getting deleted.

Sorry guys, I feel like I'm a teacher again....

Just my guess but those of us commenting don't use or have ghost writers. I can not count the number of times I've heard, "Hi, you don't know me I've been reading your blog and I feel like I already KNOW YOU........" The relationship has been established.

I would feel like a fraud.

RE: Just my guess but those of us commenting don't use or have ghost writers. I can not count the number of times I've heard, "Hi, you don't know me I've been reading your blog and I feel like I already KNOW YOU........" The relationship has been established.

Susan, you make a great point here. I can see how that would happen once you've been blogging for awhile. Does that happen a lot for you and do you actually get qualified clients/conversions out of it frequently...or mostly bored tire kickers? please tell me you do; I'm optimistic that upon diving head first into the 'blogger pool' will, there will be enough water to keep me from breaking my kneck!

[And my partners/team leaders are staring to ask me lots of questions about this whole 'blogging thing'...there 25 yr high-end veterans & super old schools newspaper advertisers with gigantic print ad budgets...if you catch my drift? Neither of them likes to write, email or surf the web much for that matter either.]

One last question [Mary if you're still reading your take on this would be helpful too]: do you think if you had a team under you and multiple people were blogging on various subjects on your blog, but all authors we're disclosed and you read & APPROVED everything posted on there which you didn't write...do you think that would be acceptable to your prospects who call you after being frequent readers? I have no answer to this part myself since I literally just started posting last week.

Thanks for your thoughts!

Gee Mary the way I look at that is what does that say for the person's skills? If I was looking at that I would consider the person to have poor communication skills. Are they bad at negotiation too? I could go on. When write here you are "speaking for yourself" I don't like the idea... I struggle with speech writers for the same reason.

stanley.stepak@realliving.com

Jeff I absolutely think that team blogging is a great idea, even if the head honcho doesn't review every word. It's ok for various members of the team to have their own take and personality shining through.

Look at Rain City Guide or Bloodhound blog. They aren't teams (everyone works for different companies) but by having multiple voices, there's a really nice chorus going on.

Now to the other extreme, there's a company blog (a real estate firm) where there's a writer who is none of the people supposedly writing. That is a true ghost writer. A CEO of the company supposedly writes one of the posts but anyone who knows him knows it doesn't sound like him in the least. I think that is the other extreme, and the one I'd really, really stay away from.

Mary,

Obviously, I am no expert but it seems like a bad idea to me. If you are writing to inform and so that folks can get to know you - why would anyone want to put their name to something written by someone else? I don't see how your personality could come through this way. Also, it takes some thought to craft a post interesting enough to get someone to read it while still having some good SEO-friendly attributes.

I automate and farm out every reptitive task that does not require a lot of thought but I don't think blogging fits into this category.

-Al

I"m sooo hooked Mary! what a fascinating discussion for realtor SEM junkies. You've created a gigantic monster it appears! I really have to get some work done now...lucky you! jk

So Stanley-Thank god for SPEECH WRITERS....could you image our current President without one?

But on this subject, I strongly beg to differ with your contention above; just because an agent or team doesn't have anywhere near enough time, or inclination for that matter, to blog enough to make it at all worthwhile for clients to read and/or google spiders to grace it with a high PR, etc, doesn't mean a blog platform [vs a static old school 1.0 website] can't ethically and righetously be an effective & preferred communication and marketing tool simultaneously for them...again as long as they're open about whose posting what/where/why....Realtor=love of disclosure right?

And certainly it doesn't mean that agent(s) who seek 'blogging assistance' can't write, communicate, or negotiate effectively; au contraire! I take serious issue with that contention. Rather many of the top negotiators/communicators won't/can't be bloggers themselves precisely because they're too busy negotiating & selling homes!! [my mentor/partner Rick exemplifies this...amaaaazing negotiator...ZERO TIME to blog. Yet he thrives off more leads/biz constantly...hence our team effort-Collaboritive Blog strategy, pro-blogger post supplementation, etc]. These can be mutually beneficial relationships indeed, compared to 'one man band' approach to both blogging and RE in general I might add. Not that I take issue with that approach at all of course....

Anyway, I just think ya'll on the opposite side of the fence on this delicate issue, should really try to see the broader picture and various motivations blogging can bring to different agents. One approach is not necessarily better than the other...just different.

And free time to blog...what's that? Hell my laptop is steaming, and I'm behind with 'work' already 1 day after 'discovering AR'....back to work! There I've said me piece...

The Muse

P.S. Mary-I'm off to read the two blogs you mentioned right now...thanks! lol

AUG

2008

I love to take an idea, research it, and the write about it. I've been doing it all my life, and even created several small businesses dedicated to the task. My first business at the age of 10 was researching, writing, and typing papers for college students at Texas A&I University (now Texas A&M University at Kingsville). Since I've had 43 years of experience, there's no need for me to copy someone else's work unless I'm quoting it and crediting it, and I even try never to do that if I know it's going to be on the Internet.

AUG

2008

Mary,
great post, btw, I do not want a ghost blogger, but I need help with my grammar, very difficult sometimes to write blogs, it is not very easy when english is not your first language and what you really want to transmit, many times very hard for me this oohhh well ! :)
Ray Saenz

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