Blogging can be a very cost effective method of lead generation.
Combine niche blogging with IDX pages and you can have something attractive to home buyers, and some of those home buyers need to sell a home too.
Or you may find that blogging to other agents to attract referrals is more effective for you. That approach is more likely to work if you're working a larger population market with high resident turnover AND you've developed a good sized following in the Rain. If you live in Teenytown USA with population 723, your odds of success with that blogging approach are pretty remote (literally).
Blogging is an endurance sport and not some magic bullet strike it rich quick method of building your business, so let's say you've been blogging what seems to be long enough that you SHOULD have at least some business resulting from you work, but you don't.
Why is your blog not working for you?
There's a whole host of possible causes:
1. Your topic choice and audience target. Pick wrong and you'll NEVER be at the Google results end of a consumer real estate related search. E.g. you may have the world's best lasagna recipe, but no one is searching for "real estate agents who make great lasagna"! Recipe posts may be great for keeping the attention of people who already know you, but I'd consider the odds slim you'll gain new clients that way UNLESS there is other material on your website to attract them first.
2. Your attitude sucks and it comes through your posts. You might attract some grumpy people, but frankly there's enough strife on Facebook that I'm not too interested in reading more conflict.
3. Every agent in the world is an idiot but you. This kind of ties into #2, but if your blog is one constant story about how every agent you work with has issues, I'm going to start thinking it's YOU that has the issue.
4. Too much industry navel gazing. Consumers don't give a rodent's hindquarter about where real estate may be in 10 years. They're looking for help TODAY, present state. What do you offer NOW that helps solve their problems?
5. Your content isn't original. You're cloning. You post Keeping Current Matters content totally unaltered and within 20 minutes there's another 4 posts JUST LIKE YOURS. You're just part of a sea of sameness. Or you might write original posts, but you're writing generic posts, the same type advice tips found on Yahoo, MSN and other general info portals. The posts are only good for people to read once they've already found you for another reason because the actual blog post is on page 3,685 of Google Search results.
6. You're not localizing. Is there anything in your posts to indicate where you work? Geography matters. While I don't want to drop "Cincinnati" into my posts to the point that it becomes unnatural to read, it needs to be in there enough that Google and potential readers finding me for the first time know where I work.
7. You've been blogging for a year...but you've only posted 12 times. You've got to reach a critical mass of relevant posts before the bots recognize you and go "hey, that guy Joe seems to know a lot about real estate in Smithville" and give you some traction on the search results.
8. Your posts have little to no substance. Nothing wrong with being REALLY short on occasion, but those aren't the posts that get found unless you're supplementing them with additional traffic drivers (e.g. Facebook, Pinterest, ads, etc.). Don't be long just to be long, but half assin' content development means you might have been better served to use that time doing something else.
9. Yer spuhling iz atrooocus. Everyone makes mistakes. I'm prone to there/their flippity flops. It's even worse when I'm running on a sleep deficit (when am I NOT?). Blogging is more conversational than Literature in style, so we can get away with some stuff, but it does become a reflection on you when your posts are littered with errors. Run spellchecker. It won't catch everything, but it'll get the most obvious errors.
10. Your niche is TOO small. If I slice my market into too small a niche, I could get down to 5 homes a year that sell. Of those 5, 4 already have an agent, and the ONE person searching online may not even know they need a specialist. You either have to broaden your niche, or build up a pile of them to gain sufficient potential numbers to have a sustainable business.
There are other factors, but the list above captures the bulk of the reasons that could hinder your blog from being successful. Take a close look at your work. Nothing obvious to you? Ask someone you trust to take a look.
Until next Tuesday, just Ask An Ambassador if you need help,
Bill & Liz aka BLiz
Bonus tip #11: You have the wall of words with no eye candy. White space matters. Consider your demographic.