Real Estate Blog Myth

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All They Want to do Is Search For Homes

I can’t tell you how many conferences I’ve been to on RE blogging over the past 4 years where the mantra of “All visitors to your site want to search for homes. So you better have listings, listings, listings on your site.”

The problem comes with the word “All”;  both uses:  (1) All they want to do.  (2) All visitors to your site.

All they want to do

If your site does nothing to engage the reader and is just a visually glorified MLS listing book, then that is probably all they want to do.  If your main focus is to “Sell That House” and move on, (moving on meaning, you don’t stay in touch with buyers and sellers, you don’t build your sphere of influence, you simply push houses like a toilet sales person) then this All might apply.

But if  your site is a source for community and regional information as well then Listings, Listings, Listings isn’t the only reason they are coming to your site.

All visitors to your site

This goes hand in hand with all they want to do.  Here’s the difference.  You don’t build relationship and referrals by “Sell That House” mentality.  You are looking for “THE SALE”  period.  Your site wills serve you a lot better as a garden for referrals if you plant more than just one crop.

How did we go from selling real estate to gardening?

Well, think of it like this.  If you had a garden and the only thing you grew was Kale, when would you go to the garden?  WHEN YOU NEED KALE.

But what if your garden had all sorts of veggies growing in it.  Do you think you would go back to the garden again and again?

Why yes you would and so will the visitors come back to  your site again and again, if you plant more than one kind of information on your site.

Yes, Listings are Important

But they aren’t the only thing.

Think about it.

Comments

  1. Agreed. I have clients that stalk me sometimes for years before ever making contact with me. Just closed a deal with a retired Kansas City newspaper reporter. He has been reading my blog for a long time and never contacted me until after they transferred here (into a temp apt) and actually found the house they wanted to make an offer on via my blog too. He watched the market via my blog, picked his desired area, knew the values and waited for the right house to pop up on the market. He knew everything I had done and written about over the past two years.

  2. Dave Smith says:

    Steve,

    I couldn’t ask for a better testimonial.

    Thanks for the information and encouragement to others. It’s not a sprint. It’s an endurance test.

    Dave

  3. Good comment Dave. Easy to find places to see houses. A solid blog will deliver community information as well.

  4. John wake says:

    Agreement is boring. 🙂

    On the other hand…

    Your best leads are people who decided recently to buy or sell, they started researching it online, ran across your website, liked it and you and called. They didn’t fill out a form, they called. They’re the people who are looking for a real estate agent, not listings.

    My experience is that (contrary to everything I believed for 10 years) long time readers convert very poorly. They are on your website for free information, not to find a real estate agent. They’re going to use another agent who is a friend or relative but they don’t really trust his knowledge of the market thus follow your website. Your website becomes the free public library of real estate information.

    Thankfully, some long term subscribers will convert but they convert at a low rate.

    A far better lead is someone who decided last weekend that they may want to move and started doing research online last night.

  5. Dave Smith says:

    John,

    I agree, with “Your best leads are people who decided recently to buy or sell, they started researching it online, ran across your website, liked it and you and called.” Since my number isn’t published and I don’t take the calls I don’t know how many actually do call. But I know for the most part it isn’t log time lurkers; with one exception. We get a lot of second home buyers as snowbirds that eventually want to move to Tucson full time. They will read and lurk and search for some time and eventually call or contact.

    Again, because of our typical buyers we don’t get too many that are deciding spur of the moment to buy.

    But it doesn’t matter if they are long time readers or weekend before decision makers, the point it they find you, and can relate to a person more than just lists of listings.

    Dave

  6. John,

    I call those “slam dunk” or “come list me” leads. Everyone loves those and I get plenty of them. They are the best leads period.

    No doubt that the site gets used and abused by the people that have no intention of ever contacting me but that is just the game they play. My least favorite is the seller that knows I know the market and values well and calls me for a listing appt and two weeks later the house is listed at my price with their sister in law. Pisses me off but nothing I can really do about it. I don’t think.

    But…I regularly sit at a closing table with a buyer or seller that I’ve been in contact with of 12-24 months. Their initial contact may be nothing more than a sign in and that’s it. I try for a few days to follow up then shoot them an email 45-60 days later then again 45-60 days out. Often times they never respond to any of my communications. But somehow it works because they call when it’s time to buy/sell and act like we have had this long standing relationship and have been in 2 way communication all along. Weird I know.

    Bottom line…It’s all good in my book. Feeds the kids.

  7. Dave you are ‘spot on’ with your suggestion that buyers are not always searching for homes, they might just be researching the market or investigating a new area to move to. Steve your realestateyak website is a good example of offering quality content for buyers looking to move into an area and not necessarily ready to act on a property at this moment.

    We are trying to challenge the status quo in Australia with our real estate industry heavily dominated by publishers. Power to the little guys!

  8. I see blogging as a way to help with branding. I attach posts to FB, etc., and do what I can to engage the community.

    Real estate talk is generally dull for many visitors, or so my analytics say. They’re far more interested in the happenings of the greater community, and if I can convince them I’m in touch with community, there’s the implication made that I understand the overall area.

    Conversion rate is obviously meager… but branding does lead to direct leads down the road.