As real estate agents and brokers embrace the power of blogging and social media, a question soon follows: How do these individuals attract readers and subscribers? How do they, the agents responsible for closing a variety of impressive transactions, promote these efforts through the world of digital marketing? This point, referenced by me in a previous column , is critical because using a new medium (or one that is still relatively new within the real estate industry) requires the right tools and guidance. With these assets at their disposal, agents and brokers can better promote themselves, win new clients, increase their presence online and integrate the true power of original content. Building that blog - building a blog with the right distribution, email support and easy migration of existing readers to this platform - is an excellent and convenient way for real estate professionals to convey their messages to buyers and sellers, landlords and tenants, and all others with an interest in this subject.
The challenge rests with making the message and the medium both easy to use and understand. That is, if the latter is difficult to streamline or access - if there is not a simple way to import contacts (from, say, Hotmail or Outlook) or a reliable delivery system, backed by email support and a phone-based help desk - then people will avoid maximizing the true power of blogging. This rule about flexibility - the ability to quickly comprehend and implement new technology - has added urgency for real estate agents and brokers: people who are otherwise too busy touring properties, negotiating deals, bringing disparate parties together and devoting any remaining time to business development, to then learn about new media. Meaning: if these agents and brokers choose to blog - and they should embrace this form of communications - then they need an effective, affordable and intelligent asset to accomplish that goal.
A broker may even reach the point where there are considerably more visitors to his or her blog than actual transactions, so building trust through this medium â and converting these visitors intro subscribers â is the best way to establish authority. In so doing, a realtor stands a much better chance of winning these readers as clients; that, in turn, amplifies the opportunities for referrals â the best kind of leads â from subscribers of the blog.
In addition, blogging is a personalized means of expression, where a writer can opine on specific issues or material. Real estate professionals who value this concept - the ones with loyal readers and lively discussion boards - have every reason to blog. From the economy to the strength (or weakness) of regional markets to variations in pricing, these issues are topics of debate and correspondence between brokers and their clients. In turn, a blog can be a must-read destination for colleagues and clients in the real estate industry -- provided integration is the foundation for this exercise.
Think of integration of a blog as something that is compatible with popular brands like WordPress, Blogger and Typepad, among others, along with free RSS (Real Simple Syndication) distribution and in-depth statistics and tracking concerning subscribers. Include social media like Facebook, Twitter, LinkedIn, Instant Messaging and Pinterest, and the point is clear -- blogging is (or should be) a necessity for every real estate agent and broker. For many real estate professionals have opinions worth sharing with the public, which is why the tools described above - facilitated by the seamless transmission of information - are so valuable.
These advantages are vital in an economy beset by (in some cities) a glut of inventory, new financing rules and general confusion about relevant trends. A blog can be a real estate professional's forum and voice of reason in the world of digital marketing, provided he or she uses the right tools to make that blog effective. Let that summons to action be the guiding principle for every agent and broker.
|Phil Hollows is the Founder and CEO of FeedBlitz (www.feedblitz.com ), a service that monitors blogs, RSS feeds and Web URLs to provide greater reach for feed publishers. FeedBlitz takes all the headache out of converting feed and blog updates into email digests, delivered daily to subscribers’ inboxes. FeedBlitz manages subscriptions, circulation tracking, testing, and is compatible with all major blogging platforms and services such as Blogger, WordPress, FeedBurner, Joomla, Drupal and Typepad.|