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Ask An Ambassador: Are They Looking For What You're Writing?

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

Blogging for business isn't about the number of words in a post, or even the number of posts written each week.  It's not about the pictures included with the post (but they DO matter!).

It's not even necessarily about your skill as a writer.  You could challenge Tolstoy and Hemingway and still be unsuccessful as a blogger.

You can format your post perfectly, no wall of words, easy to visually read.  Not a typo to be found, and you could still fall flat on your face for business purposes.

What is critical to blogging for business is understanding what the potential clients NEED from you.  What questions or information can you provide that will be at the other end of their internet search?

If they search and find YOUR content and your content is well presented and accurate, there's a decent chance of them initiating contact.  If you can provide even MORE information that answers their questions via multiple posts, video, Facebook pages, niche blogs, etc., your chances to succeed climb rapidly.

If page 1 of their search ends in bad answers from other real estate sites, and you're the first one to actually provide the desired information, that's a huge win for you.

I'm going to be blunt here, I've seen time and again bloggers state they've not gotten results from blogging, and a quick look will usually tell you why.

Industry navel gazing might be great for building relationships and might be a key to gaining agent to agent referrals, but there's little chance that a potential home buyer or seller is querying about the latest incident of the agent that did you wrong.  They're also probably not looking for why you think Zillow sucks, and whatever else is the topic du jour that's roiling the real estate community.  There's not a consumer out there who will care about my weekly Ask An Ambassador posts either, why would they care about the inner workings of ActiveRain?

And if you write about generic topics, what are your chances of every gaining a hint of page 1 of the search results?

It's why blogging for business involves detailed information about what consumers want to know.

Tell them about things specific to your market area, not things that are general to the entire country.

Market reports matter.

Subdivision information matters.

New construction information matters (communities, incentives).

Detailed home searches matter (by price, schools, home features, proximity to X, etc.)

Give yourself a chance to be found by someone that is serious about buying or selling a home, and can recognize that YOU know what you're blogging about.

Blog about the right topics, the ones that set you apart from the big real estate portals and the other 1000s of agents in your local market, and you can open up your pipeline for years to come.

Once you've got their attention, THEN you can let them know about all the other things that make you, you. 

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

Bill & Liz aka BLiz

p.s. picture is of Swayze, part of our furry zoo of 14 cats, 9 Chihuahuas and 10 beehives.

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

MailTo:  Liz@LizSpear.com

Search Homes:  Https://WarrenCountyOhioRealEstate.com

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Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Bill (and Liz too) - like the practice of real estate, there are examples of immediate success in the blogosphere but typically it takes a bit longer.  

May 14, 2024 09:12 AM
Liz and Bill Spear

Blogging is not made for sprinters, it's a distance race.

May 14, 2024 10:34 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good afternoon Bill,

Your post spells out how important it is if you're blogging for business to understand it involves detailed information about what consumers want to know. If you do your reserach and understand what the consumer is looking for then you will be found, read and called.

May 14, 2024 10:32 AM
Liz and Bill Spear

And with the right information out there, you can introduce potential clients to all the other things that drive us in life.

May 14, 2024 10:34 AM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

Exactly, if you're blogging to get clients you have to blog about those things they're searching for. Might they be searching for a bee-hiving, Chihuahua feeding, cat loving, real estate professional? Well, yes, they might, but they'll find that guy from searching for things like warren county patio homes (and by the way, I just did that search to make sure you showed up, and sure enough, #1 and #2.)

May 14, 2024 12:25 PM
Liz and Bill Spear

That would be a VERY, VERY narrow search result for an agent type :)
The patio homes, that search I expect to do well in even without much new material being produced.

May 14, 2024 03:31 PM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

So many different factors affect those "clicks". I just write what pops into my head on a given day. I am sure I could analyze this a lot more but then it wouldn't be as much fun.

May 14, 2024 02:31 PM
Liz and Bill Spear

And there does need to be a certain amount of fun to it to keep us engaged in wanting to blog.  Work tasks are already plentiful.

May 14, 2024 03:55 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Bill:

Excellent advice as always. I think your 4th paragraph sums it all up pretty succinctly.


May 14, 2024 05:02 PM
Liz and Bill Spear

That's the key to what has worked for us.  Evergreen posts, market reports, etc., are crucial to being found for the business boosting reasons.

May 14, 2024 08:28 PM
Randy Mitchelson,APR
Marketing Advisor & Squeeze Mortgage - Bonita Springs, FL
First Impressions are made at First Click
Being strategic with blog topics based upon what people are actually searching for online is a smart move.
May 14, 2024 07:25 PM
Liz and Bill Spear

There are only so many hours per day to apply to our business, so might as well be productive as much as possible with our blogging.

May 14, 2024 08:29 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

This is a good overview, but I think I have to get deeper into it later. Really good stuff.

May 14, 2024 10:11 PM
Liz and Bill Spear

Thanks!  Perhaps not as applicable for you as for a real estate agent since your target audience would most likely be different than my target audience.

May 15, 2024 05:30 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

It’s interesting to say at least. I’m not sure if my last comment went through so I’m sending itagain here.. I

May 14, 2024 10:34 PM
Patricia Feager, MBA, CRS, GRI,MRP
Selling Homes Changing Lives

Liz and Bill Spear 

Bill, I greatly appreciate your dedication to the AR Membership. I read what you write and take it to heart. 

"Understanding what clients need," is so important. You reminded me of the many years I served numerous officer roles in Toastmasters. I was always preaching, "Know your audience." My business took precedence, and I forgot about Toastmasters, until now. 

Thank you. 

May 14, 2024 11:06 PM
Liz and Bill Spear

It's key to know who we are writing to and why.  Lately my blogging has just been the Tuesday AAA posts, so the audience is this community.  Before that, I think I was about 90% directed to consumers.  The old posts are still working for me.

May 15, 2024 05:31 AM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

Great advice.  Thanks,  


May 15, 2024 08:39 AM
Liz and Bill Spear

You're welcome!

May 15, 2024 07:14 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

There’s a lot of synergy between those two topics because what you write has to reflect something somebody’s looking for or  doesn’t get traction , You know?

May 15, 2024 09:31 PM
Liz and Bill Spear

Exactly, not being looked for, no engagement, no business.

May 16, 2024 10:14 PM
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

One needs to post information not buried in the sand. Something of added value and is indeed unique.  Keyword, AI can not squeeze anything from your blog about open houses since they are so common.

May 15, 2024 09:32 PM
Liz and Bill Spear

No doubt, relevant, pertinent, and not given out by 1000 other sources.

May 16, 2024 10:14 PM
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

Thank you for the reminders on blogging. 

I tend to be all over the place with my blogs...and some are a bit lengthy.  Some are a bit goofy.  But all are genuine and from me.

My take on it is if what I write and blog about does not fit the potential buyer parameters...GREAT...we both have saved time!


May 16, 2024 07:47 AM
Liz and Bill Spear

And nothing wrong with getting a bad fit for our business out of the way as quickly as possible!

May 16, 2024 10:15 PM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

True and remember sometimes the buyers or sellers do not know what they do not know and ergo think they know everything.

May 17, 2024 06:13 AM
Liz and Bill Spear

Fortunately I've not attracted many clients with that mindset.

May 17, 2024 08:28 PM
Leanne Smith

Fortunately out here where people think dirt is very cheap I have encountered those along with not understanding water haul, flood plains versus washes, etc.

May 18, 2024 08:42 AM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

You are right.  Not made for sprinters but for endurance.

May 17, 2024 09:32 AM
Liz and Bill Spear

Blogging can be made more efficient, maybe even quicker to get a response, but it requires some significant focus to do it.

May 17, 2024 08:29 PM
Reputable Realty - Apple Valley, CA
...Marketing your home like no one else will.

Thanks!  Good advice. 

May 17, 2024 03:14 PM
Liz and Bill Spear

You're welcome!

May 17, 2024 08:31 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

My browser took me back to these posts and I’m glad they did because You always giving me a new insight into the topics and something new  to think about. Thank you for that. It’s tickling my brain and just the right way! :

May 17, 2024 09:11 PM