March 2008


Thus far, most of my posts have discussed the different ways that you can use your real estate blog to advertise properties you’re currently selling or to increase general awareness of your agency. Obviously these activities should be the primary purpose of your blog, so the bulk of your writing time will be spent on them. But there are definitely times when it’s appropriate to break away from this formula to talk about something else in your posts — especially if you have an opportunity to promote yourself as an agent.

I don’t mean that you should list your certifications, licenses, and other qualifications; it’s best to save that stuff for your résumé. I’m talking about when you win local or national awards for outstanding service, sales volume, or completed transactions. Were you named the top Realtor® in your association? Did you recently join the multi-million dollar sales club? Then tell your readers!

I’m simply amazed at the number of Realtors® I know who don’t like to promote themselves by talking about their achievements. They’re afraid readers will just think they’re bragging, which is not a trait they want associated with their names.

While I can understand these types of concerns, I think they’re mostly unfounded. Sure, if every other post consists of you going on and on about how great you are, you’re going to turn people off and lose readers by the boatload. But there’s absolutely nothing wrong with a once-in-a-blue-moon post telling your readers that you’ve won a prestigious award or were selected as the keynote speaker for a national convention. These are noteworthy accomplishments that deserve recognition, so go ahead and write about them — or at the very least, provide links to make it easier for readers to follow up on their own.

Promoting yourself from time to time is an important part of real estate blog marketing and will help give you an edge on the competition. After all, prospective clients would much rather do business with the woman named Realtor® of the Year or with the man who received an award from the local Chamber of Commerce than an agent with lesser credentials. So the next time you accomplish something big, be sure to blog about it!

One of the most common reasons Realtors® get into real estate blog marketing is to help highlight various properties that they’re trying to move. This makes sense, as blogs provide a convenient, cost-effective way for agents to advertise to a wide audience. Plus, posts about specific properties are easy to write, and help keep your site active.

However, there are a few important guidelines that you should keep in mind when highlighting properties.

DO:

  • Change your featured property on a regular basis. Nobody likes looking at the same pictures or post longer than necessary.
  • Include reasons that you think the property is a steal. Sometimes it’s hard for people to make sense of numbers and statistics alone, so go beyond that data whenever you can.
  • Compare similar properties to show why one is a smarter deal than the other. It’s even better when you can use a property from a competing agency as your “bad buy” example.

DON’T:

  • Provide endless lists of featured properties. Highlighting a specific home can be a powerful real estate blog marketing tool when used sparingly. But if all you ever do is list properties on your site, you can bet readers will be turned off in a hurry.
  • Leave a featured property up for more than a week or two. Doing so might lead readers to doubt your abilities as a salesperson.
  • Forget to display your contact information prominently within the post so that interested buyers can easily get in touch with you.

By following these guidelines and mixing your featured property listings in with other high-quality content, your blog will become a hit with your readers!

All bloggers occasionally go through dry spells where they run out of ideas to write about. This is perfectly normal, and shouldn’t affect your readership numbers too much — unless the dry spell lasts for an unusually long time. Readers simply do not have the patience to stick with blogs that are only updated once or twice per month, so it’s definitely in your best interest to keep up a regular posting schedule.

One fantastic way for real estate blog marketers to keep posting and drive traffic even when they’re short on original ideas is to write about current events. Between the mortgage crisis, the record number of foreclosures around the country, and the slump in new housing construction, real estate topics are in the news nearly every day, which means you have plenty of posting material at your disposal.

Of course, you can’t simply link to a news article (or paste it into your post) and expect readers to flock to your site. You have to offer them something that CNN, Yahoo, and MSN don’t, namely, your personal take on the topic in question.

Here are three great ways to do just that:

  • Explain the article in a way that makes it easy for non-Realtors to understand. If you’re dealing with a technical article that uses a lot of industry jargon, go ahead and break things down for your readers by defining special terms, etc.
  • Tie the article in to local events. If you’re linking to an article about foreclosures, be sure to talk about all the foreclosures in your area and what’s being done about the problem.
  • Use your expertise to predict a trend. If you link to an article that about mortgage rates, don’t just lay the information out there. Instead, tell readers if you think mortgage rates are likely to go up or down, and then give reasons supporting your position.

Talking about current events is a proven way to drive traffic to your blog. Just be sure to add your own twist to every post you make so that your readers will want to stick around for the ride!