Yes, you should have a blog in order to maximize the impact of your social media marketing strategy. But only if you are willing to keep it up, unlike a local pastor of our acquaintance who started a blog on his church’s web site two years ago, blogged three times, and hasn’t been heard from since. Not exactly a model of consistency. And consistency is essential to successful use of social media. So how do you become a blogger extraordinaire?
- Be organized
- Be timely
- Be interesting
- Be caring
A blog is the perfect way to demonstrate your expertise and boost your credibility with clients and potential clients. If you are able to show readers that you’re an expert, home buyers will come looking for you when they need advice about buying or selling a home. To be considered an expert, you need a plan. We recommend that you develop a rotating schedule of blogs in four different topic areas (what we call the topic areas is of no real concern, you get the idea):
- Community color. This is where you show off your community’s unique and interesting character. You can blog about a seasonal celebration, the grand opening of a new business, a local citizen or celebrity—anything to give readers a flavor of what’s going on.
- Numbers. Here you can provide up-to-date information on local market conditions and trends, interest rates, special financing programs, or any business-related information.
- Tips and stories. Suggestions about how to stage your home for sale, how to improve your credit rating—anything to help buyers and sellers have a better experience.
- Listings. We put this last for a reason. Yes, it’s fine to talk about your listings, but that should not be the only purpose, or even the primary purpose, of your blog. Occasionally blog about unique features of a new property, but don’t just post copies of MLS listings.
It’s important to provide current information, whether it’s about interest rates, listings, or price trends. Stale information will give clients the impression that you are either (a) disorganized, or (b) out of touch.
Being timely also applies to the frequency of your posts. Some people post a blog every day. Depending on your market, that may work for you. Once a week might not be enough because you want people to get in the habit of checking your blog frequently. So decide on a schedule, between once and five times per week, and stick to it. If you feel a time crunch, shorter and more frequent is better than long and late (or not at all).
Your blog is NOT an online version of a brochure, postcard, or direct mail piece. It expresses who you are, but it is not about you, in the descriptive sense. Your personality should shine through, but even more important, your expertise should be front and center.
Perhaps you are hesitant to even start a blog because you don’t consider yourself a writer. Don’t let that stop you. As long as you use good grammar and spell everything correctly, you’ll be fine. Write as though you were having a conversation with your client. Use active verbs and short, complete sentences.
Blogging regularly shows clients your interest, passion, and commitment to their education as well as an understanding of their needs. The beautiful thing about a blog is that it is a great vehicle for two-way communication. Visitors can comment or reply to your posts which adds value and creates a feeling of relationship and community.
Clients have a choice when they select a Realtor to represent them in buying or selling their most valuable financial asset. Don’t just rely on stagnant branding and occasional dabbling with online tools. When you become a seasoned blogger, you’ll be able to illustrate your value to potential clients through focused, frequent writing. When potential clients have uncovered your blog, you’ve set the stage for a productive, long term relationship.