February 2008

If you’re serious about expanding your business and building your brand name through real estate blog marketing, then you’ll want to pay very close attention to your website statistics. You should already have some sort of stats package in place, whether it’s through your hosting company or a third-party such as Sitemeter. If you don’t, then I recommend you get one up and running as soon as possible.

Blog stats are important because they tell you three key pieces of information about your readers. First, your stats can tell you how many people come to your site every day, which in turn can give you clues on how to proceed with your blogging. If you’re getting lower numbers than you expected, then you know you’ll have to work harder on promoting your blog. If you’re getting a decent amount of traffic, then you know you’re on the right track and can continue along the same lines.

Second, your blog stats can tell you what kind of keywords are bringing visitors to your page. If you’re getting a lot of hits for keywords that you consciously try to promote, then obviously you’re doing the right thing. If you’re getting a ton of hits for relevant keywords that you didn’t even realize were popular, you might want to take advantage of the trend by writing about those words more than you usually would.

Conversely, if visitors are coming to your blog via keywords that don’t pertain to real estate at all, you might want to reevaluate your posts to make sure that you’re staying on topic. While the extra traffic is nice, it’s unlikely that you will retain readers this way.

And third, your blog stats can tell you where your visitors are coming from. Are they landing on your page via one of the three major search engines? Did they click through an online advertisement that you paid for? Did they arrive via a link on a social networking site that you joined? This information is important because it can tell you which of your marketing strategies are working well and which aren’t, thereby allowing you to tweak your approach accordingly.

All bloggers should pay attention to their stats, and I believe this is even more critical for those who maintain niche blogs. The only way you’ll be able to tell if you’re generating the right type of traffic with your real estate blog is to review your stats at least a couple times per week. Doing so will give you instant feedback on how well you’re connecting with your readers, and will help you become a better real estate blogger.

If you’re like most agents who are into real estate blog marketing, you probably started off by writing about your local scene. You discussed current home listings in the area, community events, and other items that were of interest to city or state residents. These are all perfectly valid topics to post about, and have likely helped you establish strong ties to your community.

Even so, your website traffic is not where you want it to be, and you’re convinced it’s because not enough people are searching for the subjects you’re writing about.

How can you get more visitors to come to your site from the major search engines?

One great way to do so is to position yourself as a real estate expert. By this, I mean create posts that contain tips and advice that will benefit your readers — buyers, sellers, and other agents alike — in important ways. You’ve got years of experience under your belt and have learned all the ins and outs of your trade, so you already have a deep well of information to draw from.

Keep in mind that blog readers love lists, so a post titled “5 Surefire Ways to Sell Your Home in 5 Weeks or Less” or “3 Secrets That Every Home Buyer Should Know” will be very popular, and will likely attract visitors from all over the globe rather than just your immediate area.

By sharing some of the wisdom you’ve gained after all your years in the industry, you’ll soon establish an online reputation for being a real estate expert, and your blog will become a top destination.