Blogging pays... And pays... And pays...
Should real estate agents blog? Some of them should, but others would probably be better off using other forms of marketing. Blogging gets results for sure, but there are some things to consider before making the plunge.
Discipline. Blogging requires time for sure, and it's something that must be done consistently to be effective. Writing a post once every six months is not going to cut it in most cases. If an agent can't commit to making AT LEAST one post a week, it's probably not worth it.
Interest. Do you like to write? If so, blogging might be a fun activity to incorporate into your marketing strategies. For those who don't like to write, however, it could be a nightmare.
Here are some possible alternatives for realtors who are reluctant to blog:
Consider outsourcing. Ghost writers are out there, and they're often available for little cost. Having someone committed to writing your blog posts might even be able to get you better results, (i.e. SEO, referrals, etc.), than if you did it yourself.
Video or Podcast Marketing. Informational videos are a great way to build your brand. They're easy to create, and don't have to be expensive. Even low budget videos done with smart phones can be very effective. Podcast shows are another way for people to get to know you.
Curating. Some of the best online marketers don't blog. They take an hour a day, listen to their followers on the social networks, and refer them to information or article links relevant to their interests.
Best selling author and social media celebrity, Guy Kawasaki, is an example of someone who uses curating to his advantage. Kawasaki used to blog. Due to family and other scheduling demands, however he had to stop blogging a few years ago. But he still manages to grow his online networks (close to 4 million Google+ followers, and over 1.2 million Twitter followers) at the time of this writing.
Blogging is a great tool. I blog myself, and I know it works. But it's not for everyone. Fortunately, there are other tools available that will often deliver similar results.
Yes, blogging pays! Even when you're not blogging, your old blog posts are still generating new consumer contacts and agent referrals.
Go to the gym or walk the mall? This is my first decision most mornings, these days, and walking Annapolis Mall usually wins. They open at 7 a.m. for walkers and I enjoy seeing the evolving store windows more than I enjoy the view from a treadmill. And it's always a challenge when someone much older flies past at a quicker pace... that inspires me to push harder, as I try to catch up and keep up. 'Still working on this, but I've come a long way in pursuit of a healthier me.
Choosing a blog topic for the day was my first decision of the morning for about 5 years, and that's still on my mind as I'm walking. In fact, I often pause to add a new blog topic to the list on my cell phone. This one has come to mind often - every time someone contacts me for more info after reading one of my blog posts or an Activerain agent sends a referral my way.
Fortunately, the old blog posts are still working for me and generating leads. Each time this happens, I marvel again at the "shelf life" of a blog post. At each closing, I thank the ActiveRain gods who made it possible for me to have this source of business, even when I'm not actively working it as much. Just yesterday, a new listing resulted from a referral by Activerainer Kathy Sperl-Bell, a Delaware agent who specializes in Active Adult communities. (Thank you, Kathy!)
If you're hesitating about jumping on the blog bandwagon, do so no more. Take a stab at it... It's the cheapest and easiest marketing you can do for yourself and your listings, and you can't beat the shelf life. Even if you never generate a single lead, which is unlikely, ActiveRain will still enrich your life through the network of new colleagues and friends you'll meet - not to mention all the great ideas and skills learned from reading ActiveRain daily. That's something I still do, even on days when I don't blog myself.
Yes, blogging DOES pay (...and pay... and pay).
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DISCLAIMER: Information contained in this post is deemed reliable on the date of publication, but it is not guaranteed and it is subject to change without notice.
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Margaret Woda, REALTOR and Associate Broker
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