I read an article yesterday that blew my mind away. A well known real estate techie guru type person telling real estate agents on his blog that they don’t have to use real estate blogging as a online marketing technique if they don’t want to. I think that’s ridiculous.
If you are still on the fence about real estate blogging I understand. It’s hard work. It takes time and if you don’t love writing, it can be down right unpleasant. But not blogging is stupid. Would you not send out your direct mailings? Would you not followup with a seller? Would you not submit your listing into your local mls? None of these things are fun but we do them anyway.
“Opportunity is missed by most people because it is dressed in overalls and it looks like hard work” – Thomas Edison
We need to start thinking of blogging as a necessary as part of marketing our business. There is just no way around it. I’m sorry if that’s not what you want to hear. I’ll prove this later in this post.
I know a few real estate online experts will probably say things like “If you don’t like blogging, don’t do it” or “You need to choose the online marketing strategy that’s right for you”. And although our clients don’t always like what we have to say, we believe in tough love with results. Blogging works. There’s no way around it. To encourage or suggest that real estate blogging is an option is wrong.
Now before you chew my head off, let me state, that as agents:
- You can’t all be like [insert top & well known real estate agent blog person here] and write fun and witty blogs that make agents, sellers and buyers happy. That person is one of a kind, he/she loves to blog, its their thing and they are beyond passionate about it. If that’s you, great! If not, it’s okay, every blog doesn’t have to be like that to be successful.
- You can’t all blog every single day, all day
We know this. But at the very bare minimum EVERY real estate agent should:
- Blog about use information that your targeted audience (luxury, green, rentals, investors, short sales, etc.) needs (how to post, did you know post, market numbers, etc.)
- Blog about your area including what going on around your town/neighborhood (new fall festival, new building, charity, etc)
- Blog about their services (homes for sell, home sellers, property management) using specific geographical information. (Homes for sell in ABC Neighborhood in XYZ, USA)
- Create a detailed blog post about every one of your listings
BTW…These are not just my opinions! Maybe you heard about real estate blogging but never really reserached the statistics? If you haven’t seen the numbers, be prepared, this is going to shock you.
- According to Realtor.com 88% of all people everywhere start searching for a home online. How are they going to find you if you don’t blog? On page SEO will only get you so far. Fresh content wins every single time.
HubSpot just released a new report on the affects of blogging and lead generation in their eBook Lead Generation Lessons From 4,000 Businesses. Some stand out points include:
- Businesses who blogged 16 to 20 times per month got over 2 times more traffic than those who blogged less than 4 times per month.
- Those who blogged at least 20 times per month had 5 times more traffic than those who blogged
- Businesses who blogged just 16 to 20 times per month got 3 times more leads than those who didn’t blog.
- Those who blogged at least 20 times per month saw nearly 4 times more leads than those who didn’t blog.
- B2C businesses who blogged just 16 to 20 times per month got over 4 times more leads than those who didn’t blog.
- Businesses with over 200 total blog articles got 4.6 times more traffic than those with under 20 blog posts.
- Businesses with over 200 total blog articles got 3.5 times more leads than those with under 20 blog posts.
I’ve personally seen a brokerage get 15 to 20 quality leads per month using a real estate blogging template we created for them. I’ve also seen a real estate agent get rid of their Google adwords campaign because they started to outrank their own ads and ActiveRain utilizing a hyper-local blogging editorial calender we planned out for him.
If you don’t have time, find time. If you can’t find time, hire someone. The ROI is worth it. Do it before your competitor does.
Do you think real estate blogging is a no brainer or do you think its an option?
I’d love to hear from you.