Will Blogging help a Realtor?
Roland Tanglao is discussing the value of blogging for a Realtor. The realtor claims that there is no gain for realtors in blogging, even with high Google rank.
When I looked at the Realtor’s site, I could see why he says that. I might go to a Star Trek convention with the guy (if I did that sort of thing), but I wouldn’t depend on him to help me buy or sell a house. Nothing personal; the guy seems like my kind of geek. He just doesn’tseem likesomeone who is passionate about becoming a kung-fu master of the real estate profession.
Just like some real-estate agents use e-mail very appropriately to stay in touch, many real estate agents benefit from a web presence, and a blog can be a good tool for this. Good real estate agents don’t need to go prospecting for clients; they get their business through word of mouth. Word of mouth referrals come from satisfied clients, and having a blog is one low-cost way to keep the relationship alive long after the sale. It’s an easy way for current clients to refer you — although the majority of clients may not be aware that you have a website, for the ones who know, sending a URL is much easier than digging up a business card.And to top it all off, you can use your blog to help as you establish a niche (much more effective that blanket cold-calls or open houses). For example, my real estate agent is especially good at finding homes for people who are relocating for work, very busy, and don’t know the neighborhoods yet. If you’re moving here from out of state, do you want some random realtor from the yellow pages, or do you want someone who knows what it’s like for employees at your company and can show you everything you need to know to ensure you settle in comfortably? Having that niche is worth a steady stream of referrals; several from me to friends already. Real estate agents should use their blogs or websites to recommend trusted contractors, too. This is how I first hired ?Larry the Circuit Detective?, another guy who understands how to market a niche. Again,I doubt that Larry gets the majority of his customers from people who find him randomly on Google, but the web site is brilliant. Imagine that Larry just helped you troubleshoot a really strange electrical problem, and gives you his business card. You see the interesting URL and decide to visit it — yeah, he isn’t just an electrician, he’s a circuit detective! Next time a co-worker starts telling you about a basic wiring job, you might not even think of Larry. But if your co-worker starts complaining about a really strange electrical problem, the first thing that pops in your mind is ?I know this circuit detective guy; let me find his site for you!?.
In short, if you’re a realtor using your blog as a way to generate leads, that’s going to be pretty weak. And, on the other hand, if your idea of having a relationship with your clients is to blog what you ate for breakfast, lunch, and dinner, pour out your soul about your kite-flying passion, and put up pictures of your cat, that’s going to be really weak too. But somewhere between those extremes, blogs can be a great tool to stay on clients’ radar and help communicate your professional image.