Ask An Ambassador: Original AND Relevant

Real Estate Agent with Transaction Alliance 513.520.5305 SAL.2002007747

So you want your blogging to build your business?

There are a 1000 different ways to make it happen, but some ways are going to be more effective than others.

IMO the best method is to produce relevant original content.  Neither relevant nor original by itself is enough.

It's easy enough to write original content, although it might not be as original as you think (who'd think Google would have 389 matches for "three legged giraffes"??).

And it's easy enough to write relevant content (there are even companies willing to produce LOTS of relevant content for you).  General topic content can be relevant and great material for an FAQ type section for your website, but I don't like the odds of it being found by itself.  E.g. if I take one of the mass produced blog post titles from this week and search the title, Google provides ALMOST 7 million matches.

Frankly, most searches are in Rhett Butler mode after the first few matches for their search, much less anything on pages 2 through 20,000.

I think you have two real choices:

1.  Produce content that can't get found by itself, so you need another source to drive traffic to your site (giveaways, local event hosting, etc.)

2.  Produce original relevant content that gets ranked AND is something your potential clients will be interested in.

Long tail searches align well with choice 2.

We attract buyers that want a patio home in Cincinnati.

We attract buyers that want a Beacon Hill townhome in Mason.

We attract buyers who want to live at Landen Lake.

Our IDX pages and blog posts provide original content AND that content is relevant to consumers who might want to do business with us.

What works for us might not work for you, so the question to ask yourself is what do real estate consumers want for YOUR area?  Can you create that content?

It'll take a lot of posting to reach critical mass, but it can be done.

And once you reach that critical point, we think you'll like the opportunities you gain thanks to your efforts.

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

Bill & Liz aka BLiz

Posted by

Serving Warren County Ohio & Adjacent Areas

The Liz Spear Team of Transaction Alliance
Elizabeth Spear, ABR, Ohio License SAL.2002007747

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

Bill Direct:  513-520-5305
Liz Direct: 513-265-3004     
Fax: 866-302-8418


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Comments (18)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Liz and Bill,

Original is not easy to come up with for many.   And relevance depends on knowing the marketplace.  Getting ready for winter by making sure your snowblowers does not apply to places where it does not snow for instance, yet, I have seen that time and time again.  LOL A

Sep 21, 2021 04:05 PM
Liz and Bill Spear

Blog posts on autopilot or by hired guns?  There are definitely topics that aren't one size fits all.  No need to write about sharks or palm tree lined beaches in my market :)

Sep 21, 2021 04:36 PM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Hi Bill- with so much that's out there in cyberville to read, I gravitate towards original although it has to be relevant to what I'm interested in. When I see "canned" material, my eyes cross and I move on. 

Sep 21, 2021 04:51 PM
Liz and Bill Spear

I think the canned content can be useful, but it doesn't do much to engage people in this community when you see the same title 5 times within 1 to 2 pages of the blog roll.

Sep 21, 2021 08:05 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude


With so much blogging content on the Internet these days available to buyers and sellers I suspect relevance to what consumers are looking for, and originality, are likely to garner more attention. It obviously will vary by market and who your target audience is.


Sep 21, 2021 05:43 PM
Liz and Bill Spear

I know people will search for specific subdivisions as an example.  I get a mix of calls from potential home buyers (some of whom already have agents), residents thinking I'm the HOA and wanting a pool pass, and title/lenders looking to get an HOA status letter.

Sep 21, 2021 08:07 PM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC

Hi Bill!

Agreed! I send links to the market reports and they are probably viewed, as a whole, more than any other types of posts. On my website, readers prefer neighborhood information. It's crazy how different the viewership is! 

Sep 21, 2021 06:39 PM
Liz and Bill Spear

I know people go for the neighborhood information.  It's something most agents don't provide and being a provider gives us a good chance in getting in front of potential customers.

Sep 21, 2021 08:09 PM
Kathy Schowe
California Lifestyle Realty - La Quinta, CA
La Quinta, California 760-333-8886

Canned and prewritten content gets skimmed over and skipped.  Share your own photos, your own stories, ... even if they feel less polished.  People  will read them!

Sep 21, 2021 08:12 PM
Liz and Bill Spear

People want to like the people they work with, but it takes original content to show them who we are.

Sep 21, 2021 09:26 PM
Paddy Deighan MBA JD PhD - Vail, CO
Paddy Deighan J.D. Ph.D

Your blog is so true...every day I hear young "digital nomads" giving advice on blogging and typcially it is bad advice....typically.."blog about what you like". Yeh, that isn't going to get you very far!!!

Sep 21, 2021 09:00 PM
Liz and Bill Spear

They may have different goals, wanting to gather the most of everything (followers, comments, etc.).  My most productive posts from a business standpoint rarely get comments, but the phone rings and "you got mail" isn't uncommon as a direct result of those posts.  I'll trade like and comments away for the sake of closings any day.

Sep 21, 2021 09:28 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

There is he said by doing the simple things to maintain your integrity on the blogs. ;

Sep 21, 2021 10:11 PM
Liz and Bill Spear

It's a pretty straightforward approach to gaining business.

Sep 22, 2021 07:07 AM
Patricia Feager, MBA, CRS, GRI,MRP
Selling Homes Changing Lives

Liz and Bill Spear - I strive to always produce original and relevant content each time I write a blog post; yet it doesn't seem to matter on this platform. For my business, posts should be about what applies in my business or local; however, if I get backlash from a member on ActiveRain outside of my area because it's not relevant to them, then that makes a difference to consumers in my areas of expertise and I become laughable or ignored. 

Sep 22, 2021 01:39 AM
Thom Abbott

Backlash? As a community we have no business bashing each other's posts. Especially if the content is relevant to YOUR readers, not Active Rain peeps. Can we delete those comments? Or report them so they can be deleted? I hope so. Nobody got time for that crap!

Sep 22, 2021 05:10 AM
Liz and Bill Spear

There shouldn't be backlash from anyone here on a publicly facing post that is meant for consumers.  You do what works for your local market and that should be fine.  Kill a comment if you have to to protect the value of your own posts.

I personally don't have a concern with back and forth on a post meant solely for this community, but posts meant to gain business from the public should be respected.

Sep 22, 2021 07:09 AM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Bill(and Liz too) - I like the "I don't give a Rhett Butler" reference in this post.  

Sep 22, 2021 03:13 AM
Liz and Bill Spear

Meanwhile everyone under 30 goes WHO?? :)
But unless I'm looking for something VERY, VERY specific, it's rare that I ever get past page 1 of search results.

Sep 22, 2021 07:10 AM
Michael Jacobs


Sep 22, 2021 08:32 AM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

There are an awful lot of companies who will provide content for a fee.. the same content that many other people buy.  For some people that might work, but as you do, I also prefer original AND relevant!

Sep 22, 2021 04:34 AM
Liz and Bill Spear

And that content might work very well on an agent's own website, but put out in this community where 10 other people post the exact same post in the first 24 hours of release, it doesn't help build readership IMO.

Sep 22, 2021 07:12 AM
Sham Reddy CRS
Howard Hanna RE Services, Dayton, OH - Dayton, OH

Thanks Bill and Liz for sharing!

It's easy enough to write original content, although it might not be as original as you think

Sep 22, 2021 04:46 AM
Liz and Bill Spear

You're welcome!

Sep 22, 2021 07:12 AM
Ed Silva, 203-206-0754
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

Long tail searches bring the best results and the more focused the title with content the better the analytic to drive that right client to you

Sep 22, 2021 05:06 AM
Liz and Bill Spear

I see a lot of missed opportunities in reading the titles in the blog roll.  Too generic and not enough detail to tie in the WHERE.  You and others that understand that geography and details matter are going to get better search results over a generic post.

Sep 22, 2021 07:14 AM
Thom Abbott |770.713.1505 | Intown Atlanta GA Condo Living - Atlanta, GA
Midtown Atlanta GA Condos For Sale

My one website switched to a new Word Press and I'm having to "learn all over again!" But it is spurring me to get writing again. Now.... "2.  Produce original relevant content that gets ranked AND is something your potential clients will be interested in." 

Sep 22, 2021 05:11 AM
Liz and Bill Spear

You've done it before, so we know you can do it again!

Sep 22, 2021 07:15 AM
Erik Hiss
Keller Williams Capital Partners Realty - Worthington, OH
You can trust me for all your real estate needs!

always simpe and good info, thanks.

Sep 22, 2021 05:25 AM
Liz and Bill Spear

I want people to be able to take away something clear they can do to get results.

Sep 22, 2021 07:16 AM
Mike McCann Nebraska Land Broker
Mike McCann - Broker, Mach1 Realty Farm & Commercial Land Broker-Auctioneer Serving Nebraska - Kearney, NE
Farm & Commercial Property For Sale 308-627-3700

I believe I have been using long tail keywords for a long time.  Perhaps unintentionally but just like my keywords can be a bit chatty...  Thanks for sharing your thoughts to everyone!!

Sep 22, 2021 06:03 AM
Liz and Bill Spear

I know back in the day they used to teach us how to Long Tail.  It was a good lesson to absorb and implement.  It's posts and pages I've produced over the year that keep leading to closings.

Sep 22, 2021 07:16 AM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear BLiz,

Great advice. What type of butterfly is on that picture? Never seen one like it.

Sep 22, 2021 07:07 AM
Liz and Bill Spear

A zebra swallowtail.  Looks like Maryland is on the fringe of their area so that may be why you haven't seen one.  The picture I used is from a year or two ago on a flowerbox on our deck.

Sep 22, 2021 07:19 AM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Great advice for having effective blogs. I have learned so much over the years here in the Rain. 

Sep 22, 2021 02:29 PM
Liz and Bill Spear

Ditto.  This community has probably offered me more productive business building advice than any other source.

Sep 22, 2021 02:41 PM
Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ

Hi Bill another post packed with excellent tips. One of my good friends who is a top developer in town just talked about hiring someone to write original and relevant content for their site. We had a great conversation as to what that looked like etc. It was very much along the lines of your post.

Sep 23, 2021 04:37 PM
Liz and Bill Spear

I would think it would apply across any theme, not just real estate.  What do your potential clients want to hear from you?

Sep 23, 2021 06:47 PM
Anna "Banana" Kruchten

Bill we work mainly with our sphere of clients etc and referrals and they hear from us quite frequently on a different level which works for us now and honestly as it always has for years.

Sep 23, 2021 09:34 PM