By Connie Adair
Blogging is a powerful marketing tool to engage existing clients and attract new ones, but before you race off to your computer, stop, think and plan what you’re going to do, says Brad Sage, VP of operations at Sage Real Estate and a social media trainer for the Toronto Real Estate Board.
Give careful thought to the topic of your blog. “Step back and think about what you’re trying to achieve, your marketing strategy and your target market,” he says. “The topic is what you focus your post around.”
Someone who focuses on neighbourhood farming could do a blog about the community and become the go-to resource in the community. Good-quality blogs are a trusted source readers come back to, he says.
Decide how often you will blog. To see an increase in traffic, studies show you have to blog two or three times a week. “If you blog only once a month, statistically speaking, you won’t see any more traffic,” Sage says.
Take the time up front to identify topics and make a list you can write about for a long time, he says. “You don’t want to run out of ideas after the first 50 blogs.”
Tip: If you’re struggling to come up with topics, check your email to see what information clients and prospective clients are asking, then blog about that.
When you’re doing a series of blog posts, but a relevant topic is in the news, break the series and interject your thoughts, Sage says.
Blogs need to be short – about 250 to 400 words. You also need to be able to convey the content quickly. Studies show 84 per cent of readers scan, while only 16 per cent read each word. You have to convey the meaning of the blog to the reader in 30 seconds, Sage says.
“Have tracking analytics on your blog to see which posts are getting the most activity. It’s a good way to see what to blog about in the future.”
There are a lot of blogging platforms available such as WordPress, which has two different versions. WordPress.org is self hosted, is more complicated to get up and running, and you have to have your own server and load your own software. There are some associated costs, but WordPress.org itself is free. Another option is WordPress.com. It is also free and lets you set up a blog in about five minutes.
The biggest mistake new bloggers make is getting too excited. They blog every day for a couple of weeks then fall off the end of the earth. Before starting, it’s important to figure out how often you can realistically blog – remember, two to three times a week is a good goal. Maintain the blog and be consistent.
As for blog contents, use common sense. A blog is no different than any other marketing piece. You must follow real estate regulator guidelines, Sage says.
At the bottom of the blog is a space for comments, a place where you engage with the community. Be sure to monitor comments. You may want to choose a set up that emails you comments first so they can be approved before they go live, Sage says.
Sage teaches an educational series for his brokerage that is also open to outside agents. For a list of upcoming Sage Real Estate seminars, visit www.theastuteagent.ca/sage-training-calendar/.
The courses are attended by a broad spectrum of sales reps, ranging from 20 to over 70 years of age. It is the mindset more than the age that determines who attends, Sage says. The course is popular with agents who understand that there is a change taking place and that consumers are looking for content on-line.
If writing a blog doesn’t appeal to you and you are articulate, passionate and have charisma, the spoken word (a video) is an option. As for do-it-yourself versus professionally produced videos, there are lots of arguments on both sides, he says. Some prefer the authenticity of videos made by the agents and are tired of over-polished productions. However, Sage says you should think about who your clients are. If they are high-end consumers, you may want higher-quality videos. “In general, I encourage agents to start with their laptop camera or (an inexpensive) camera and do it themselves.”
Advice
1. Pick a topic carefully at the start. Don’t rush into what you want to achieve. The blog topic is important. It is the overall theme of your blog.
2. Be prepared to blog two or three times a week. If you don’t think you can blog regularly and often, you may want to think about whether you should start blogging at all.
3. Although it may be tempting to use WordPress.com, remember it has its limits and terms associated with its use. If you’re technically inclined, you can go on YouTube and search how to set up on WordPress.org. If not, you should be able to find someone who will do it for you for about $100.
4. Install tracking analytics, for example Google Analytics, then review to see which posts get the most hits.
5. Use your blog as an excuse to get in touch with key influencers. Use your blog as a way to reach out to people – tell them about your blog and ask how you can get the word out about what they’re doing. It gets your foot in the door and you can develop a relationship.
6. Write your blogs so they can easily be scanned. Get your points across in 30 seconds.
