Prospecting or blogging for lead generation?

Services for Real Estate Pros with Marte Cliff Copywriting

Should you choose prospecting or blogging for lead generation? I suggest you should do both.


Because they complement each other, with each providing a different function.

Blogging attracts people who are searching the Internet, looking for homes or researching agents to prospecting or blogging for lead generationdetermine who might do the best job selling their homes.

It also attracts people who want information about your community or advice on how to proceed when buying or selling under different circumstances.

For instance, they may want advice about selling during a divorce, selling during probate, or buying a home on the Historic Register. For every niche in real estate there is specialized information to share.

The more useful information you share, the more likely it is that an Internet search will bring those buyers and sellers to you. Do remember to use good SEO.

Prospecting puts you and your services directly in front of people who are searching on line AND those who haven’t yet made the decision to buy or sell. While postal prospecting is usually aimed at sellers, email prospecting is valuable for holding on to both buyers and sellers who may be visiting multiple sites in their search.

Prospecting and blogging both offer short-term and long-term benefits. 

Blogging will attract those prospects who are likely to act in the near future. However, by blogging consistently, you’re increasing your odds of being found on the search engines. And, by linking back and forth between your blog posts and your static web pages, you’re increasing it even more.

Email prospecting keeps you top-of-mind with buyers and sellers who have visited your website and opted In by asking for a special report, setting up search parameters, or checking their home’s value.

Some of those people are ready to act, and some may be a few months from making a decision. Either way, emailing them regularly with good information and advice will put you ahead of your competition. Keep offering good advice and tips until they’re ready to find a home – with YOU as their agent.

My  Seller Advice Letters and Nurturing Internet Buyer Leads letters were written to fulfill that purpose.

Postal prospecting is short or long term depending upon your prospects.  

When you’re prospecting to homeowners who have received a notice of default, it’s short-term. They need to act quickly. The same might be true for divorcing couples, those handling probate real estate, absentee owners, and the owners of vacant rental properties. They may not need to act immediately, but might want to.

When you’re prospecting to a geographic area that you want to make your own, you might hit on a few homeowners who are ready now, but for the most part it is a long-term endeavor. You’re setting yourself up to be the agent everyone thinks of when they’re ready to sell. You can start with prospecting letters, then stay in touch with newsletters, market reports, just listed/just sold letters, etc. You can enhance your position by being visible in the neighborhood. Attend their neighborhood meetings and celebrations, buy something at their yard sales, stop for lunch at their local coffee shops, etc.

The same is true if you’re prospecting to snowbirds, seniors who may want to relocate in the future, and empty-nesters.

Consistent postal prospecting sets the stage for you to be the agent they think of when they do get the notion – or when friends and family talk about real estate. If you’ve done a good job, they’ll have a good feeling about you.

In other words, postal prospecting sets up an awareness, and a trust in you, long before homeowners have thought about needing your services.

Use postal prospecting to gain more web visitors.

The more information you offer on your static web pages, in your bio, and in your blog posts, the more they’ll realize that you are the agent they want and need. So use your prospecting letters to invite them to your website. Direct them to specific pages whenever possible.

If you’re using one of my many prospecting letter sets, simply add a P.S. with a message such as “For more information about ______, visit (page or post on your site.)”

Use email prospecting with care - don't spam!

If you use email, you have no doubt received “prospecting” letters from companies who want you to use their services or allow them to provide guest posts for your blog. Often, these people write two or three times, then send a message asking why you have not responded to their emails. They practically demand a response.

You have to wonder who is coaching these fools, because after that demanding message, you likely wouldn’t respond even if you had become interested.

Unsolicited email is called spam for a reason.

The reason is that most of us don’t want it and get far too much of it, so don’t use email unless the recipient has opted in to receive your messages. For instance, by leaving their contact information in a form on your website.

These are people who are already showing an interest in your services, simply by visiting your website. They’re the same people who may have found your static pages or blog posts via a search.

The exception: If you’re writing to a business, you could send an inquiry, asking if they accept guest blog posts. But remember that they’re under no obligation to reply. So don’t pester them if they don’t respond. I’m guessing that if you’re polite, they will respond, even if it’s to say no.

My conclusion: Don't choose between prospecting or blogging for real estate leads.



Use both, because both have a place and a purpose.

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Comments (11)

John Pusa
Berkshire Hathaway Home Services Crest - Glendale, CA
Your All Time Realtor With Exceptional Service

Hello Marte Cliff very valuable report about prospecting or blogging for lead generation.

Jul 15, 2021 08:41 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte where is the GOLD STAR to this post? let's see if Kathy Streib  could spread the word, Endre

Jul 15, 2021 10:42 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Good morning, Marte... I do both and have done for a long time... but blogging does NOTHING to attract me leads. Still waiting on the first one to raise a hand.

Jul 16, 2021 03:48 AM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Yes, I'm doing both. I think we need to market in a lot of different ways in order to get consistent business.


Have a great day!

Jul 16, 2021 06:11 AM
Roy Kelley
Retired - Gaithersburg, MD

Thank you very much, Marte, for sharing your experience and your advice.

Take care, be safe and have a great day.

Jul 16, 2021 08:08 AM
Rocky Dickerson
Realty One Group - Las Vegas, NV
Superior Service!

Great tips Marte Cliff and agents would be well advised to follow your advice.

Jul 16, 2021 08:46 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks John Pusa - I appreciate you reading it!

And thank  you Endre Barath, Jr., for your support.

Jul 16, 2021 01:07 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander, Broker I think they work together, so we don't always know which little thing led to the next thing, that led to being chosen. When asked, many people tell me they found me "somewhere on line."

Kat Palmiotti - Yes, and there are ways I should be using but don't. My son nags me about it all the time.

Jul 16, 2021 01:10 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thank you Roy Kelley - I wish you a great day as well.

Rocky Dickerson - Thanks. I always hope to inspire someone to succeed just a little bit more.

Jul 16, 2021 01:11 PM Team Brokered by eXp Realty
eXp Realty - Canton, GA
Canton, Alpharetta, Roswell, Woodstock, Atlanta

I thought you might benefit from knowing about the Groove Digital suite of tools. It can replace pretty much EVERYTHING you use in an online business. With its "Freemium" model you can use everything for ZERO $$$.

Hope you enjoyed the video!

Now, it's time to experience the magic for yourself.

Jul 18, 2021 01:26 PM
faye schubert
Retired - Branson, MO
Living the Branson Lake Life

So right! I have found blogging  that generates buyer as well as seller leads.

Jul 23, 2021 06:26 AM