It's football playoff season, and both college and NFL are giving us games to watch. It's win or go home. A lot can happen in the last two minutes, and I've seen the endings of a number of games come down to one last play. The coach looks through their playbook and calls the play that gives the team the best chance for a win. Maybe it's a throw to the end zone, or a field goal kicker booting the ball, and a chance for someone to be the hero or the goat.
Now in real estate, there's no end of season. Win or lose, we keep moving forward until we choose to no longer go forward.
And among the tools to help us keep moving forward? Our blogs and websites. And fairly often, our blog posts and websites are the equivalent of the last play of a football game. We're at the end of a web site search and we've got a few ticks of the clock before a potential client decides to stick around, or moves back to the search results and tries another site.
So here's the reality, how's your playbook?
How much effort do you put into your posts, IDX pages and other content to attract clients? Volume, quality, or both?
There's a local agent who does well, but his approach is strictly mass volumes of listings, and zero context. Multiple URLs with listings(townname).com and IDX search results. You won't find a word about the community, HOA amenities or anything else. He's also got a huge sphere locally, so when both of us are called to jury duty, he gets sent home by the judge and I get to spend the day in the jury box.
Now there are obviously other approaches. Personally, I tend more toward niches (anyone surprised?). Low maintenance living. New Construction. Specific communities that may not have patio homes, but have a price point that is attractive. In each case, my inclination is to provide lots of information. Develop a niche sufficiently and the chance of having a caller say "I found you EVERYWHERE!" goes up significantly.
The same applies for our blog posts in the Rain and elsewhere. While you may have blogged for decades, there's a chance that any one post is going to someone's first impression of your expertise and professionalism.
Did you call your best play when you sat down at the keyboard?
Until next Tuesday, just Ask An Ambassador if you need help,
Bill & Liz aka BLiz
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