Ask An Ambassador: Be Original & Local

Real Estate Agent with RE/MAX Elite 513.520.5305 SAL.2002007747

Whether you're a rookie blogger or experienced, topic choice can be a challenge.

What will it take to attract attention to your blog?

And we've all heard the saying real estate is local, right?

So for the most part while I might find it interesting to see how the real estate market in California behaves, there's usually VERY little correlation between a Cali feeding frenzy on a new listing and what happens here in Ohio suburbia.

The Cali seller gets 50 offers well over full list, I get 3 on a brand new condo listing and I consider it a REALLY good day for my seller.

So when I consider what works for attracting buyers and sellers with my blog I keep coming back to ONE REAL TRUTH:  My most successful business generating content is real estate related and focused on my LOCAL market.

I can write all I want of "generic" content about getting preapproved, how real estate agency works, negotiating strategies, etc., and not a word of it is likely to cause my phone to ring.  The content is good for filling a FAQ section on our website, but it will never get ranked high enough by the search engines to be found.

And if I were to theoretically use some service such as Keeping Current Matters to fill my blog, we have the issue of 1001 other agents posting the exact same content.  It's always easy to see on the blog roll when KCM releases a new topic as agent after agent posts the same title to ActiveRain, and very few of them tinker with the post to put their own spin on the topic.

And while reblogs might be nice for providing content, those posts generally don't fall into the category of being LOCAL real estate related.

So while this might seem like a broken record from me, what works to make my phone ring is very simple:  LOCAL CONTENT THAT DIRECTLY INVOLVES HOMES FOR SALE.

IDX Search pages and posts that tie to them are what make my phone ring more than anything else I write.

  • Subdivisions
  • New construction
  • Specific home type searches (patio homes, condos)
  • Specific home feature searches (3 car garage, basements, 1st floor masters, etc.)

The beauty of these type posts is they are generally evergreen and keep working year after year and some have directly led to multiple sales in the same community.

Those posts are both original and locally tailored to give area consumers unique information they will not find on the real estate portals.  And written properly, the bots find them and put them right where the consumer can find them on Page 1.

So while a polished piece from KCM might be appealing and require little effort, I don't expect it to make your phone ring.  Not original, not local.

Find the topics that matter for YOUR local market and make it work for you.

Until next Tuesday, just Ask An Ambassador if you need help,

Bill of Bill & Liz aka BLiz

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Serving Warren County Ohio & Adjacent Areas


The Liz Spear Team of RE/MAX Elite
Elizabeth Spear, ABR, CRS, Ohio License SAL.2002007747

William (Bill) Spear, CRS, Ohio License SAL.2004011109  Kentucky 77938
Ask for us by name if you visit the office!

EHO Two locations: Lebanon & Mason, OH
Bill Direct:  513-520-5305
Liz Direct: 513-265-3004     
Fax: 866-302-8418


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Re-Blogged 1 time:

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  1. Joe Jackson 10/08/2020 05:51 AM
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Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Interesting topic, and something we all need to consider as Ben Kinney focuses on localism as we move forward.

Oct 06, 2020 07:59 PM #1
Chris Ivy
Ivy Vine Investments - Memphis, TN
Sell Your House Fast For Cash In Memphis Tennessee

Awesome post Liz and Bill!  Articles like this has definitely helped me with how I write my blogs now.  Local relevant info is key.

Oct 06, 2020 10:25 PM #2
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Bill(and Liz too) - some records need to be replayed.  It's often the way that a message is heard.  

Oct 07, 2020 04:27 AM #3
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

So worthy of a featured post!  KCM provides great information - sometimes - about the real estate process but you are right- it is generic and found in 50,000 facebook pages and elsewhere - go local! 

Oct 07, 2020 04:50 AM #4
Kat Palmiotti
406-270-3667,, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

I have received calls on event-type posts, but those aren't from people who have wanted to buy or sell. "Is the festival going to be rescheduled due to rain?"

I do think the subdivision/houses/real estate related ones are great!

Oct 07, 2020 05:47 AM #5
Peter Mohylsky. Beach Expert
PrimeSouth Properties - Santa Rosa Beach, FL

All real estate is local.  people want different stuff but be true to your business. do what works for you.  you can only send out so many recipe cards.  

Oct 07, 2020 07:09 AM #6
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

Regarding your response to Nick Vandekar, 610-203-4543 above, I agree that IDX searches of homes is the #1 way to attract clients.

But - I've had good luck with those other localism posts such as new stores, restaurants, etc because I've just met with somebody NEW and done a nice thing for them. And they have consequently used me for real estate purchases, sales, or referrals!

Oct 07, 2020 07:38 AM #7
Joe Jackson
Keller Williams Capital Partners Realty - Columbus, OH
Clintonville and Central Ohio Real Estate Expert

"Think globally, act locally"

Oct 08, 2020 05:51 AM #8
Elyse Berman, PA
Best Connections Realty, Inc. - Boca Raton, FL
Boca Raton FL (561) 716-7824 CRS, ABR, GRI,ePR

Hi Bill,  Real estate is local and your niche helps.

Oct 08, 2020 07:17 AM #9
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Bill:

As always some sound advice about blogging with a focus on being original and local, with personal results to back it up. And the evergreen nature of these posts (at least some of them) is a big bonus.


Oct 08, 2020 02:50 PM #10
Jill Sackler
Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY
LI South Shore Real Estate - Broker Associate

Local content that directly involves homes for sale are the operative words. You're right that nothing else results in a ringing telephone. It may be interesting and informative reading but prospective buyers and sellers don't necessarily make the jump.

Oct 09, 2020 10:19 AM #11
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Liz and Bill Spear

RE/MAX Elite Warren County OH (Cincinnati/Dayton)
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