CCAR Help :: Technical Training and Support

Questions to ask before getting started

Why not just a website? Why a blog? As you consider blogging you may ask why you shouldn’t just stick with the real estate website that you have (or could have)? First, I am not suggesting that you necessarily replace your traditional ‘consider me/search for properties’ website with your blog. Certainly you can. I think that a blog is likely best used as an ancillary resource to such a web presence, although I can perhaps see this shifting over time.

Why have a blog? What differentiates a blog from such a traditional website? For starters it can really help put you in control. You yourself can add content, whenever and as much as you wish. Both consumers and search engines can find this content very attractive.

I categorically disagree with some of the heady things that were being said in 2007, my favorite of which was virtually the theme of the Inman SF connect that year: "everyone should have a blog, it helps distinguish you.’ This is nonesensical in several ways. It is not a cureall. It will not instantly propel your website to the top of google. And it is not for everyone.

All of that being said, I firmly believe that a well crafted, passionately maintained blog is probably the single best thing that a REALTOR® can do for their web presence. Achieving that is not easy, but if you do the rewards are well worth the investment. You might find that along the way you have a lot of fun and learn quite a bit as well.

Before you begin this journey, you should ask yourself the following.

Are you arare of the downsides? You are about to make your opinions, your expertise, your thoughts, very public. This has very real implications. Read other blogs in your sphere to see how others approach this dilemna. Always be conscious of your liability. If you would not put it in an email to 5000 people, don’t even think of putting it on your blog. Don’t post anything until you have reviewed from this perspective.

Are you a good communicator? There are lots of effective writing styles. You do not have to fit into a perfect category. As I point out, you can paint your blogs if you wish. The ultimate question remains, are you a good communicator? If the answer is truly no, then you may not wish to pursue this. I am inclined to believe that virtually everyone who can practice this complex trade effectively can find an effective niche to communicate online. Are you a numbers person, not a words person? Then post spreasheets. Like to doodle? Make a caroon blog to convey your message. Are youa great conversationalist but not a great writer? Consider either posting podcasts on your blog or just go with your expertise but use technology to do voice recognition conversion and create the written version for editing and posting.

Do you have a genuine area of passion or expertise related to real estate?

Recognize that it takes time. This actually means both that it takes time out of your day to blog effectively, and that it takes time to realize the real returns on that investment.

Consider help. Are you a part of a real estate team? Perhaps the blog is created as a joint resource. It is undeniable that content momentum is a key to a successful blog. The more authors, the more expertise and perspective, the merrier. There are challenges to this of course, but ultimately if the group dynamic works, the whole becomes greater han the sum of the parts. That is the sort of experience and return that we are all looking for.

Link, Link, Link. Get your blog link out there. This is typically called a blogroll. A series of links to other blogs on your site, because they in turn link to you on their blogroll. Exchange links with a coworker or title company, with peers that you have worked with, etc.

Links are the currency of the web, period. The quality of your site as viewed by google and other search engines is determined by many factors. The two that are of greatest importance are also the two that are most directly in your control. The quality of the content, and the quality and quantity of inbound links to your website. The importance of this cannot be overstated, so I will repeat it. Your websites ‘value’ online is determined primarily by the quality of its content, and the total number of websites that link to yours (as well as the quality of those sites). This is the ‘democracy of the web.’

Be patient and adaptable. You are building a virtual relationship with an unseen audience. Don’t anticipate them, just write your heart. find your bloggers voice, and the rest will sort itself out. But understand that there will be ups and downs. You may get a negative review, or a bad comment. Take it in stride. You are not trying to please everyone. In fact you are not really trying to please anyone - if you are you have it backwards. Write yourself. That will please the consumers that you are ideally matched to serve.