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Ask An Ambassador: Do Your Posts Have To Be Pure Real Estate?

By
Real Estate Agent with Transaction Alliance 513.520.5305 www.LizTour.com SAL.2002007747

The very short answer:  of course not, you can now continue about your day :)

But, "it depends" is also a correct answer.

One of the primary questions for any blogger to ask and answer is "Who is your target market?"

Group 1:  People that already know you are a real estate agent and already trust you

Group 2:  Unknowns finding you at the end of a Google search

The more your target audience is in Group 1, the less evidence you'll need to provide that you know the real estate market inside and out, know how to take care of your clients, etc.  E.g. anyone that has been around us in ActiveRain should know by now that I'm dual career engineer/real estate agent, zookeeper of 9 Chihuahuas and 17 cats, have 8 beehives, and enjoy taking pictures of flowers, bees and our pets.  Group 1 is more about finding common ground and staying top of mind, so pick your blog post topics accordingly.

On the other hand, if your primary lead source is Group 2, posting about beekeeping MIGHT find you new clients, but it's not likely.  Without proving it, I'd assume that web searches for "beekeeping real estate agents"  is a LOT, LOT lower than "Cincinnati low maintenance housing" or "Cincinnati patio homes" or "Sailboat Pointe homes for sale".   So for Group 2, it's understanding what they need in YOUR local market that you can provide to get you found.  And the higher the ratio of your blog posts are to Group 2 (assuming good SEO techniques), the better your odds of being found by someone in Group 2, and maybe if they dig past the first post, they find some of your "Group 1" type posts and find a bonding point (pets, past military service, hobby).

Factor in the size of your sphere, the likelihood of agent to agent referrals, what motivates you to blog, to help you decide what your topic mix needs to be.

To paraphrase Wayne Gretzky, "you miss on 100% of the blog posts you never write".

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!

EHO
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Liz Direct: 513-265-3004     
Fax: 866-302-8418

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Comments (15)

Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Bill (and Liz too) - when I returned to posting in December 2018 after years of market reports, information about listings and other real estate related stuff along with occasional side-tracks, my focus here changed.  I thought more than once that participation on this forum would be limited to reading and commenting.  Life changes.  There are areas of acceptance, adaptation and adjustment.  

Jan 23, 2024 08:10 AM
Liz and Bill Spear

The beauty of this place, we can go in any direction we choose (within AR guidelines of course).  For the last 3-4 years, I've only posted AAA posts here.  SEO slipped a bit, so my focus was more on our Wordpress IDX pages.  Same concepts at work, just a different host site.

Here, I figure the odds of referrals are fairly low (either no connections to my local area, concern about my dual career life, etc.), so from a pure business perspective this isn't a target rich environment for me.  But what does make sense is that I can hopefully provide bloggers some tips from my past experiences to give them better business results, if that is what they seek

Jan 23, 2024 08:14 AM
Michael Jacobs

Liz and Bill Spear - people find (and don't find and then leave, I guess) what they need from AR.  In some ways, this place is part of a journey.  For me.  Maybe many members.

Jan 23, 2024 08:25 AM
Liz and Bill Spear

Michael Jacobs , I have gained significantly over the years from this community.  Many of those relationships have moved off platform as the members have left.  I'm still here every day, to some degree.  Maybe not as visible with 25 daily comments as in days past, but still here.

Jan 23, 2024 08:29 AM
Michael Jacobs

Liz and Bill Spear - your presence is noticed.  🎁

Jan 23, 2024 08:45 AM
Kat Palmiotti

Liz and Bill Spear - If I had anyone coming to your current or new location, you'd definitely get my referral!

Jan 23, 2024 02:57 PM
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Since I’ve been blogging on Active Rain (2009) , my non real estate posts have 3-5 times more views than my RE Posts 

Jan 23, 2024 09:21 AM
Liz and Bill Spear

I would expect the social aspect of this community would give more engagement on non-real estate posts (we'd be Group 1 here).  But outside of ActiveRain, how many of the views are legit potential home buyers/sellers?

Jan 23, 2024 09:28 AM
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Yes, as a matter of fact...

I began posting information about boring architecture and decided one day to post about food.

BINGO.

The Mediterranean Architect was born: https://activerain.com/blogsview/5281940/the-truth-about-the-mediterranean-diet----i-know--i-was-there-

Cheers to all,

JH

Jan 23, 2024 11:03 AM
Liz and Bill Spear

Everybody's gotta eat :)
So for sure, I could see that garnering more engagement.
My challenge for blogging is what brings more customers?  Is it pure topic, or a mix to try and keep attention?

Jan 23, 2024 11:42 AM
Kat Palmiotti

John Henry, Florida Architect - I might not use you as an architect (since I'm already in my dream home) but I would certainly recommend you as a result of reading your architecture posts (which were interesting/fun to read!)

Jan 23, 2024 02:59 PM
John Henry, Florida Architect

Thanks @https://activerain.com/profile/kam903 Kat!!  I tried to write down everything that might have been of interest.  The food post brought more clicks and comments than anything else I had posted.  Amazing.... Best wishes!

Jan 23, 2024 05:33 PM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Liz and Bill Spear,  I post my market report religiously. I also post my community posts and get a fair amount of responses.  However, Google seems to like my Philadelphia Steals and Deals Shopping posts and Movie reviews much better. These posts bring more people to my site than Real Estate posts, so in answer to your post, I think just Real Estate posts make the site boring to readers. 

Jan 23, 2024 12:15 PM
Liz and Bill Spear

I used to do a lot of localism style posts.  They brought me calls...where can I watch the air show for free?  Do I need a chaperone for the Festival?  I want to register for a booth at the craft fair.  Not one of those people were interested (or even old enough in some cases) to be a home buyer or seller.  So that aspect of my blogging was discontinued. 

I think for the most part unless you have an established audience who returns over and over, the consumer we're seeking is at the end of a particular long tail keyword that we have a blog post or IDX page covering.  From there they can explore the rest of the site, but if we haven't provided the information they wanted at the landing point, we're probably extraneous and they're moving on.

Jan 23, 2024 02:41 PM
Jeffrey DiMuria 321.223.6253 Waves Realty
Waves Realty - Melbourne, FL
Florida Space Coast Homes

I write about half my posts about specific real estate...I also write reviews, day trips, restaurants and more.

Jan 23, 2024 12:50 PM
Liz and Bill Spear

And with a captive/returning audience, that's probably a very good mix.

Jan 23, 2024 02:42 PM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

My non-real estate posts definitely got me more clicks and comments, but have not brought me clients. I did get the localism calls you got from my localism posts, but never a buyer or seller client. And I've never had a client who found me from my market reports. Although I did get a client who found me via Chamber but then decided to call me after reading my ActiveRain "About Me" post. So what am I saying? I don't know.

That's all for now!

Jan 23, 2024 03:02 PM
Liz and Bill Spear

My #1 viewed AR post is about lot sizes and was picked up by the Remax.com email blast.  #2 is a post about the HUGE YMCA in our area.  After that, almost every post above 10,000 views is a pure real estate subdivision style post, and most of those I can point to and say we've done business (some many times) and that is primarily from those posts or the associated IDX pages. 

My most heavily commented posts are NOT my moneymakers.
I'll take the $$$ over comments pretty much any day.

Jan 23, 2024 05:25 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Bill:

Knowing your target audience and writing to that audience and the issues and communities of interest to them is key. That's not to say that other non-real estate articles won't have readership, and a commonality of interests could result in a call and business but chances are probably less likely. That brings to mind the importance of having a well-done profile, too, as someone who likes what you share may want to know more about you personally.

Jeff

Jan 23, 2024 07:31 PM
Liz and Bill Spear

Exactly, it's the entire profile (topics, About Us, etc.) that give us the optimal chance.  Back when we did a monthly snail mail newsletter of about 1000, we got decent results by disclosing who we are and what we're about, and that included not hiding religion.  Some folks that appealed to, some gave us a quick UNSUBSCRIBE.  Either way, we're okay with the outcomes.

Jan 23, 2024 07:46 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I do really think the most important thing is to be who you are and then go from there and see what happens.

Jan 23, 2024 09:41 PM
Liz and Bill Spear

Definitely, I expect authenticity, but you can be authentic and still make the wrong choices about attracting clients.

Jan 24, 2024 06:44 AM
Brian England
Ambrose Realty Management LLC - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

From the clients that I obtained from ActiveRain that I know of, it taught me to blog more about myself than real estate.

Jan 24, 2024 05:08 AM
Liz and Bill Spear

Were those consumers that you know found you in the Rain, or referrals from other Rainers?

Jan 24, 2024 06:45 AM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

I write a variety and simply because I enjoy writing. I love the comment by, Wayne Gretzky, "you miss on 100% of the blog posts you never write".

Jan 24, 2024 08:23 AM
Liz and Bill Spear

Sometimes you've just got to keep taking shots, and as long as they're the right type, your odds of success increase.

Jan 24, 2024 02:15 PM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

Liz and Bill Spear - Thanks for another insightful post! I took the test. I googled "real estate agents bee keeping," and a lot of good titles and posts came up, but I am sorry to say, none were yours, Bill. But your point is right! Now to be fair, I did not think to use your name. Maybe the results would have been different. But to potential buyers, you certainly can miss an opportunity to get viable people into your net. 

ActiveRain is unique in that we get to comment and like posts. Plus we follow other bloggers too. On a regular search engine, that's another story. 

Jan 24, 2024 09:38 AM
Liz and Bill Spear

You made me curious, and seems like there are a small handful of agents working that aspect of their lives!  Can't say I've pushed the bees on our Wordpress site, but maybe it's an angle to investigate :)

Jan 24, 2024 02:16 PM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

I write about all things that may be pertinent to real estate

Jan 24, 2024 11:03 AM
Liz and Bill Spear

And that can cover a very wide spectrum. 

Jan 24, 2024 02:16 PM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

Good take on the Gretsky's quote.

Jan 25, 2024 05:05 PM
Liz and Bill Spear

It's a blogging fundamental, produce content if you want to be found, just make sure it's the right audience finding you.

Jan 25, 2024 07:51 PM
Randy Mitchelson,APR
Marketing Advisor & Squeeze Mortgage - Bonita Springs, FL
First Impressions are made at First Click

Personally, I enjoy posting about events happening in our community to help bring people together.

Jan 27, 2024 10:35 AM
Liz and Bill Spear

And if that works for your target audience, fantastic!  For me personally, tons of event posts were not bringing me the type of calls I wanted.

Jan 27, 2024 04:06 PM