My online reputation is influenced by what I publish (or choose not to publish).
I could make it crystal clear where I stand on every important (and not so important) issue if I chose to do so. Push, pull, step sideways. Repeat.
Choosing what to publish can be a double edged sword. There are some people I will opt NOT to do business with because of what and how they publish.
But there are other people I'd always choose to do business with because there's an affinity for how they run their business, what they know, and how they interact with others.
From a purely business standpoint, what we publish goes a long ways toward determining if we have significant success with our blogging or no to limited success.
Whether it's personality or subject matter, our posts can attract or repel.
Over the years I've learned blogging about some things didn't work in the intended way.
Blogging about foreclosures brought consumer calls that could never lead to a pay check. Our local sheriff's sales are non-real estate agent compensated, so why continue to publish material that had no hope of leading to business?
I've made the same choice about which type of houses and which communities to blog about. E.g. blogging about new construction typically means we're covering homes that sell ABOVE the community average, so consumer contacts about those communities are more likely to net us more income when converted to clients.
Now you can always choose the volume approach (which communities have the highest turnover and focus on those) vs. the price approach, or perhaps mix your coverage to include a share of both. Any community post you can produce that ranks highly in the search results gives you a higher chance of gaining business in those communities.
I track our business results and while this year's production has been lower for closings count, it's been much better for price point. And if you're like me and balancing two occupations and a zoo on the side, being efficient is critical.
The majority of our clients are sourced from blogging & evergreen IDX pages. The intentional focus on our low maintenance housing, new construction and desired subdivisions has achieved the desired effect: clients that see us as the result of what we publish, agents that can help them with a certain type of house or a certain location.
Our first impression was what we published. From there, we have to affirm that we are what we publish with our actions.
Until next Tuesday, just Ask An Ambassador if you need help,
Bill & Liz aka BLiz
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