There’s a secret weapon in online marketing. One that can turn Joe Agent down the street into the leading authority on real estate in his city. One that can catapult a under achiever into a top performer. What is this weapon? A blog. I cannot stress how vitally important it is for every real estate professional to have a blog that discusses their local market. We’ve all read the stories about the agent that has 5 new clients from their ActiveRain/Localism blog and this article will show you why that is and how you can capitalize on this “blogging revolution.”

Reasons to Blog

There are four key ways that blogging can have a huge impact on your success as a real estate professional.

You become an instant authority – When a potential client visits your website they see information about you. They see your face, your pretty design and your well-written sales copy. In 2009, this doesn’t go a long way to convince clients to pick up the phone. However, when a potential client sees your blog they can then trust you as an authority on your local real estate market. They see that you take the time, every week, to write about the market they live in. This solidifies you as a trustworthy professional in their mind.

Blogs Speed Up Relationships – I have previously likened social networks (things like Twitter, Facebook, ActiveRain) to free billboards around your city. A blog is the same concept but on a much more effective scale. With a blog you’re able to provide value to your readers. Instead of a basic Facebook friend request (which does little for either party), a blog gives users value and when they need to sell their home, they’ll remember the value you’ve given them.

Knowledge – When you begin blogging, that perceived “authority” is not just imaginary, it’s very real. For a committed blogger, their blog is at the top of their mind at all times. They’re constantly scanning for new blog topics and new ways to provide value to their readers. This goes a long way to truly make you an authority on your market. You’ll find that blogging expands your horizons, it opens you up to new, creative perspectives that you may not have otherwise seen. This is often a pleasant, unexpected change that can go a long way to improve your knowledge and your confidence level of the market you work in.

Convinced yet? Good. Now let’s go over how to be effective with your blog.

Getting out and writing about anything, anywhere, and in any way is great. That’s the first step, but here’s a few pointers that may help you be as successful as possible with your blogging efforts.

Where to Blog – There are a variety of blogging platforms but, for real estate professionals, you’re looking at one of the best. Using your pre-built ActiveRain blog is an option worth considering. It has your photo and contact information, it’s easy to use and it’s customizable. Another option, if you’re looking for something in addition to ActiveRain, is wordpress.com. They offer free blogs that are a breeze to setup and give you a blog at yourblog.wordpress.com.

What to Blog About – I believe real estate blogs should contain at least 50% local information. Since local leads are the ones you need, it makes sense to blog about your regional market. Updates on market conditions, featured homes in your neighborhood, even local events and activities are all great topics to cover.

How to Get the Word Out – There’s no one-size-fits-all when it comes to blog marketing and that’s the subject of another entry. But the first step of good marketing is good content. If you’re writing valuable, insightful blog posts several times a week: people will find it and they will love it. Also, once your blog is launched, you want everyone you know to be aware of it. Update your business cards with the blog url (it’ll be the first place clients visit), add it to your email signature, email your contact list about your new blog, add it to Facebook profile, Twitter about it, etc. etc. – everything you can do to make people aware will be valuable in the long run.

Five years ago the center of an online marketing strategy would have, of course, been a website. However, I firmly believe that moving forward in this era, a blog must be at the center of a marketing strategy. A website about a real estate business is generally just a static advertisement. Clients will visit, look around and leave. However a blog is interactive, it’s fresh and it’s (hopefully) valuable to the audience. Blogs are marketing tools that can help build relationships, create authority and separate you from the crowd in the 21st century.

Question: Do you have a blog? If so, how have you seen it impact your business? If not, what are you waiting for?