Ask An Ambassador: 7 Tips To Avoid Unmet Blogging Expectations

Real Estate Agent with Transaction Alliance 513.520.5305 SAL.2002007747

Over the years I've seen many a person in the Rain claim "blogging doesn't work".

And they're right, every time.

For them, blogging DOES NOT WORK, but upon closer examination of their blogs there's usually clearly evident reasons as to WHY blogging isn't working for them and in my opinion every one of those reasons can be corrected IF one wants to do the work.

Here's what I often see from the "blogging doesn't work" crowd:

1.  Not enough content to get the consumer or Google's attention.  Throwing out a handful of posts with "I sell houses" or "I'm help with loans" is going to get it done.  Numbers of posts alone won't make blogging work, but you need enough out there to actually have a chance of being found.

2.  "Wrong" content.  If you're writing about stuff the consumer doesn't seek to find, they're NOT going to find you.  That rant about another agent having done you wrong?  How many consumers are searching for "real estate agents near me mad at another agent"??

3.  Not enough time given for blogging to work.  Both a factor of how many posts written and over what time period.  Blogging success is more a marathon than a sprint.  While I wrote plenty of posts early, the vast majority didn't have a prayer of getting us clients, so we were a year in before I got that first phone call that led to a client.  

4.  Not being specific with your posts.  Niches are great for being found, but if you're going to be general, at least narrow down your service area.  Ohio loses to southwest Ohio which loses to Warren County which loses to Mason which loses to Beacon Hill townhomes.  The further up that hierarchy, the more people you're competing with.

5.  Tone.  A subset of reason 2, content and how it's presented.  If you come off as having a craptastic attitude and you haven't demonstrated a very specific set of skills that demand a consumer call you, why should they choose you?  Unless they also have a craptastic attitude and bond with you! :)  

6.  Cosmetics.  Nope, not whether you wear too much eyeshadow, but how your posts actually look.  Readability matters.  The "wall of words" look will have some people Nope right out of your post.  The greatest content in the world is meaningless if you can't get people to read it.

7.  Not identifying and target a specific audience.  Consumers or agent referrals? The more often your posts have a specific target, the better your odds of reaching your target audience.

Again, everything on this list can be addressed by any blogger.  Understand your market, understand your target audience, write to them consistently, be patient, and good things can happen.

Until next Tuesday, just Ask An Ambassador if you need help,
Bill & Liz aka BLiz

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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 (14)

Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Bill (and Liz too) - darn unmet expectations - oh, the consequences.   The best laid plans.    

Nov 29, 2022 04:32 PM
Liz and Bill Spear

We have to keep an eye on those plans.  Sometimes they were never meant to work, or what works no longer works do to a shifting market.  Adjust and push forward.

Nov 29, 2022 06:17 PM
Emily Medvec
eXp Realty LLC - Santa Fe, NM
Broker | Realtor | Serving Santa Fe & Northern NM

So agree Bill and Liz! Sadly people think of a blog as a way to "market" something instead of a way to share an experience, thoughts, insights, stories, images and knowledge on the internet vs a book. And writing to a real audience is key!

Nov 29, 2022 04:46 PM
Liz and Bill Spear

I think there is a place for sharing personal information and other items, but IMO those are most effective once you already have a steady audience.

Nov 29, 2022 06:18 PM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Hi Bill- Excellent post. You're proof that this works. Readers want information that is visually interesting and served on a positive platter. 

Nov 29, 2022 06:05 PM
Liz and Bill Spear

Blogging has been a very cost effective way of developing our business.

Nov 29, 2022 06:18 PM
Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ

Bill you are spot on your analysis of those who say 'blogging doesn't work'. We all learned early on what works and what doesn't work and kept improving on it week after week. And it's a continually moving goal post.


Nov 29, 2022 08:11 PM
Liz and Bill Spear

I can't count the number of times I've seen a statement like that, looked at their blog and found 20 posts (or less) and NOTHING in any of them that would cause a consumer to call them.  Of course it didn't work!

Nov 30, 2022 10:25 AM
Fred Sweezer Sr. CMI, LLC.
Hud Certified 203K Consultant - Long Beach, CA
HUD 203k Consultant

Thanks for the post! and it helps to keep focused !

Nov 30, 2022 01:26 AM
Liz and Bill Spear

Happy to help!

Nov 30, 2022 10:26 AM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

Blogging requires time, effort, learning, and more time, effort, learning. Someone looking for a quick fix won't find it that way!

Nov 30, 2022 04:53 AM
Liz and Bill Spear

Blogging definitely isn't some magic, quick fix work.  Effort applied over time is key.

Nov 30, 2022 11:55 AM
Brian England
Ambrose Realty Management LLC - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

You always have the best tips and people would be wise to use them since you have had a great deal of success with blogging!

Nov 30, 2022 05:56 AM
Liz and Bill Spear

Blogging has definitely been productive for us!

Nov 30, 2022 11:56 AM
Anita Clark
Coldwell Banker Access Realty ~ 478.960.8055 - Warner Robins, GA
Realtor - Homes for Sale in Warner Robins GA

So very true, Bill. It works when we work at it.

Nov 30, 2022 10:01 AM
Liz and Bill Spear

And it works for us because I (finally) listened to you as to how to make it work.  It's less "fun", but WAY more effective :)

Nov 30, 2022 10:24 AM
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

Very simple and basic tips. Blogging does work when you do it right.

Nov 30, 2022 12:19 PM
Liz and Bill Spear

Easy to do when we choose to.

Nov 30, 2022 04:58 PM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Liz and Bill Spear Blogging does work as long as we continue to have good content. Nothing wrong with mixing it up a bit . You always give us good advice  

Nov 30, 2022 12:56 PM
Liz and Bill Spear

Nothing wrong with mixing it up, although I feel the mix part works best with an already established audience.

Nov 30, 2022 04:59 PM
Jeff Masich-Scottsdale AZ Associate Broker,MBA,GRI
HomeSmart Real Estate - Scottsdale, AZ
Arizona Homes and Land Group/ Buy or Sell

As always your points are "right on the mark". Thanks for the positive input. Jeff

Nov 30, 2022 07:44 PM
Liz and Bill Spear

You're welcome!

Nov 30, 2022 08:37 PM
Ed Silva, 203-206-0754
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

Wagging the long tail always gets attention but many bloggers think it refers to a happy dog

Dec 01, 2022 05:29 AM
Liz and Bill Spear

Long tail has been critical to blogging and IDX pages making our phone ring.

Dec 01, 2022 07:31 AM Team Brokered by eXp Realty
eXp Realty - Canton, GA
Canton, Alpharetta, Roswell, Woodstock, Atlanta

It can be hard to do the blogging marathon and all the other things real estate demands. That's probably why so many don't finish the race.

Dec 01, 2022 12:17 PM
Liz and Bill Spear

There are days it can be challenging, but it's also a matter of where we want to prioritize blogging in our list of things to do.  For some people, once a week may be their max, for others daily is just part of the routine.

Dec 01, 2022 01:56 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude


As you always do, you offer some pretty strong advice about how to be successful in blogging and what doesn't work. There is no instant success!


Dec 02, 2022 07:40 PM
Liz and Bill Spear

I know what works for us, and I think the majority of it should transfer to anyone's local market.

Dec 03, 2022 05:14 PM