Ask An Ambassador: Evergreen Posts Keep Going

By
Real Estate Agent with RE/MAX Alliance 513.520.5305 www.LizTour.com SAL.2002007747

It's been over 2 years since I've written a consumer facing blog post.

After blogging daily for almost 10 years it was time for a break, a nice long break.  I've honored a commitment to produce Ask An Ambassador posts every Tuesday, but I've passed on writing more consumer facing content.  It's not that there aren't opportunities, I've just chosen to use my time elsewhere.

That choice might seem foolish on the surface, but there's something working on our behalf until I'm ready to pick up the keyboard and produce more consumer content.

EVERGREEN POSTS.

Posts fall into two primary categories:

1.  Temporary.  They have a shelf life.  Once the local event is over, once the market conditions change, once the topic du jour has passed, they lose effectiveness.

2.  Evergreen.  These posts don't have an expiration date and are valid year after year after year.  For us, that's general information about Cincinnati patio homes, specific subdivisions, specific home builders, etc.  While some posts might need refreshing (e.g. new construction wraps up in a subdivision). for the most part I can leave them as is, and they'll work just as well for me in 2022 and 2023 and 2024 as they did when I wrote them in the 2010s. 

If I look back over the last two years, 75% of our closed deals have come from ActiveRain blogging and/or associated IDX pages on our Wordpress site.    Note that in that same time frame I've provided ZERO new content beyond IDX pages refreshing themselves with the latest For Sale and Sold homes. 

That's 75% of our business coming to us with no requests for referral fees, no fees paid to Zillow or any other lead production company.  Our primary expense for generating that business is the costs of maintaining our Wordpress site (less than $200 a month all in).  And our evergreen posts target a price point which allows us to do fewer overall deals, and still be productive.  Productivity that's essential when you're an engineer/real estate agent/zookeeper.

Not every post has to be evergreen.  Understand your audience and what generates your business.  If you need more posts focused on attracting referral business, go for it.  If your business is mainly sphere based, temporary type posts may be just the ticket.

But the more evergreen content you produce, the more options for you if you need emphasis elsewhere.  It's okay for blogging to take a backseat to other demands. 

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 RE/MAX 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!

EHO
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Liz Direct: 513-265-3004     
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Comments (11)

Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good afternoon Bill,

As usual excellent advice. You are so right when you take the time to blog you need to understand your audience and what generates your business. 

Oct 18, 2022 01:21 PM
Liz and Bill Spear

I know beyond doubt what works for us.  That same roadmap may not work for other agents for a host of reasons, although I don't know why posts with staying power wouldn't have universal applicability if tailored to the local market.

Oct 18, 2022 02:36 PM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Bill (and Liz too) - time marches on and often other possibilities present themselves.  And that's true with evergreen posts as they can serve as the gift that keeps on giving.  

Oct 18, 2022 02:40 PM
Liz and Bill Spear

Michael, Life got busier.  More demands from my engineering job.  More furry critters.  More hands on business requirements for real estate clients.  Something had to give, and the amount of time spent on ActiveRain was one of those things.  I still value the community and what it can do, but my time to be social is fairly limited.

Oct 18, 2022 03:37 PM
Kathy Streib
Cypress, TX
Home Stager/Redesign

You are proof of this, Bill. I do remember your "other" posts, which I loved but the bottom line is you have to be aware of your "bottom line." As you said, know your target audience!!! 

Oct 18, 2022 04:55 PM
Liz and Bill Spear

I experimented a bit over the years.  The local event posts were good for getting me to know what was going on, but didn't help my bottom line.  Same with the foreclosure posts.  Other posts were fun and built relationships here, but for me to play the odds that writing a 100 posts a year would lead to a referral or two wasn't paying off.  More subdivision posts, more patio home posts, they pay for the care of our furry ones.

Oct 18, 2022 05:09 PM
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

It is fantastic that you generated enough evergreen content over the years that you are semi-retired from blogging. That's a great target to have!

Oct 19, 2022 04:43 AM
Liz and Bill Spear

And the good thing is that if/when I decide I want to add to that base of evergreen posts, there are plenty of additional subdivisions/long tail situations that I can add.

Oct 19, 2022 05:29 AM
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

I have found that posts I write about myself get more traction than consumer-facing posts.

Oct 19, 2022 05:08 AM
Liz and Bill Spear

I think it all depends on the audience.  If you already have an established base that follows you, personal/nurture type posts may do the job.

Oct 19, 2022 05:30 AM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

Brian,  I find the same when I post.  This is a good one and evergreen is better..

Oct 19, 2022 07:17 AM
Liz and Bill Spear

Evergreen works well for us.

Oct 19, 2022 10:32 AM
M.C. Dwyer
Melody Russell Team at eXp Realty of California, Inc. - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

Congratulations on reaching this point in your blogging career

Oct 19, 2022 08:34 AM
Liz and Bill Spear

Thanks! 

Oct 19, 2022 10:33 AM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Excellent advice. I remember in the early AR days, the emphasis was to post local like crazy. This makes so much more sense.

Oct 20, 2022 09:01 AM
Liz and Bill Spear

Paula, Posting local events, businesses, etc. might work well for some agents, but it didn't work well for me.  Too many calls wanting to know about getting a booth for the Applefest, kids wanting to know if they need chaperone's for St. Rita's Festival, etc.  Good evidence they were found, but they weren't making business clients.
After switching to more real estate topics with direct ties to homes for sale, the phone started to ring and continues to ring.

Oct 20, 2022 01:30 PM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Liz and Bill Spear  Today I went to a few seminars. Listening to the speakers I felt as if it was the old made new. In fact, one of the speakers stopped me and asked if I was a marketer after the session. I laughed and said NO. They were talking Long tail short tail  

Oct 20, 2022 03:29 PM
Liz and Bill Spear

Definitely something you know about if you've been in the Rain long enough :)

Oct 20, 2022 07:13 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

If anyone doubts the value of writing posts that keep giving and giving, they should be reading this, and following your advice, Bill.

Jeff

Oct 24, 2022 09:49 PM
Liz and Bill Spear

Jeff, it's the engineer in me.  I track and analyze our business.  If something isn't working, I'll adjust it or eliminate it.

Oct 25, 2022 10:30 AM
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Good to know that evergreen is the way to go!  There are so many subjects to choose from and for some of us, that is the challenge.  

Oct 29, 2022 01:19 PM