This guest post is part of a series on the topic of online lead generation for CRE brokers and firms. It is written by Greg Schraff, Managing Director, digetry, LLC – digital strategy and marketing company. The Massimo Group has had much success working with digetry related to their digital strategies.


On paper (pun intended), blogging seems like a good idea – you’re an individual broker or perhaps a firm owner who has a ton of great ideas, insight, and knowledge into commercial real estate and your marketplace. What better way to share your expertise than writing a blog?

In reality, however, blogging is something that takes discipline, planning, and a basic understanding of keyword optimization. It also takes time to write a compelling blog – something people actually want to read – and as a busy CRE professional, who has the time?

[Tweet “Blogging takes discipline, planning, and a basic understanding of keyword optimization.”]

Despite these challenges, there are three very good reasons to blog, reasons that positively impact your bottom line and ultimately make it worth your time.

3 Reasons to Blog

 

1) Blogs Help Attract New Visitors to Your Site

Your prospects and customers are searching for exactly what they want, and the terms they are using for their search are getting more and more specific.

For example, “multi-tenant property for sale downtown durham nc” is precisely what someone will type into a search engine if that’s what he or she is in the market for. If this is your area of expertise, you are much less likely to show up in the search results if you don’t have website pages dedicated to this topic.

Your job is to make sure that your area of expertise can be found online. The best way to do this is to write about it. Write about what you know in the form of blogs.

2) The More Blogs You Write the More Your Web Site Traffic Increases

Every time you post a blog you are creating a new web page. If this blog post/web page is optimized with the keywords your prospects and customers are searching for to address their need, you have a web page/blog post that addresses it.

It is a known fact that the more blog posts you have the more the traffic to your site increases. This seems obvious, but it’s not just simple math, the growth is actually exponential. According to Hubspot companies that blog 15 or more times per month get 5X more traffic than companies that don’t blog at all.

4) Blogs Convert Visitors Into Leads

Not only do blogs attract visitors to your site, they are attracting the right kind of visitor: prospects who are seeking a solution to their need or answer to their question.

If someone has clicked through to your blog and is reading it you have a captive audience. Naturally, you want to move them to the next step in the buying cycle and convert these prospects into qualified leads.

The best way to do this is to include a clear Call-to-Action (CTA) within your blog. A CTA button or graphic that promotes an offer from your business prompts the visitor to exchange her personal information for the offer, and now you have a lead.

Of course, the offer needs to be related to the blog post for it to add value, and it needs to be useful and relevant to the visitor’s needs for it to work.

Done correctly, blogging can be an excellent way to attract visitors to your site and turn them into promising, CRE leads. And that, ultimately, is why it’s important to blog!

Recent Posts

RECon 2018 Review – 3 Glaring Negatives

This week I made my annual trek to Las Vegas for the greatest commercial real estate show on earth. ICSC’s RECon 2018 had all the pomp and circumstance as the last 7 years (my consecutive attendance streak), including: the big booths, extravagant parties (shout out to...

The 5 Pillars to Grow a Great CRE Business

When I was running my own commercial real estate firm, I was busy. I would characterize most days as chaotic. Even when I did have a plan for the day, distractions, interruptions, and opportunities would appear from nowhere and knock me off course. I had bought into...

A Simple Yet Powerful CRE Marketing Tool

The following blog post is from HBS Resources President and Massimo Group coach, Blaine Strickland. I am thrilled to share that Blaine has just launched his first book, Thrive: Ten Prescriptions for Exceptional Performance as a Commercial Real Estate Agent. In today’s...

How to Find Your Specialty with 3 Questions

I am continually surprised by Commercial Real Estate brokers who lack a specialty. All top performers in CRE have a specialty. Yet, those mired in mediocrity refuse to hone in on what they can be awesome at doing. In fact, business owners of all kinds often have this...

4 Ways To Make Telephone Prospecting Easy

I once worked with a commercial real estate brokerage manager who said there were two types of people in the world – those that didn’t like to cold call, and those that lie about liking cold calling. He might have overstated his point a bit, but he does have a point....

Here’s My Weekly Plan for Maximum Results

With our coaching clients, we implement a productivity program - appropriately termed I.P.A.I.D.™. This process allows them to look back at every day and answer “yes” to the question: “Was I paid today?” I also use this approach in planning for my week. Every Sunday...