Inspired Real Estate For Today

Exploring The Pros & Cons of Corporate Blogging for Real Estate Brokers & Their Companies

Part 2 ~ Exploring The Pros & Cons of Corporate Blogging for Real Estate Brokers & Their Companies

In this series, we've explored some of the pros and cons of blogging and it's implications for Real Estate brokers. We've been reviewing a number of issues highlighted in the book, "The New Influencer's" in which the focus is primarily on corporate blogging. 

In this last post in the series, we will look at the final three Rules of Engagement that the author Paul Gillin discusses and briefly comment on some applications for the real estate industry.

Thou Shalt Comment...Thou Shalt Not Be Silent!

Responding to comments, according to Gillin is an important part of blogging etiquette and protocol. According to his survey, 71 percent of bloggers comment on at least four or more blogs per month.  He also indicates that comments make up a staggering 30% of blogosphere content.  Amongst experienced bloggers, the response rate to comments is closer to 93%.

However, not every blog allows comments and although this is considered somewhat controversial, there may be good reasons to consider this option as a broker. 

The most obvious is that if you will not be able to respond or direct someone with the responsibility of responding in a timely manner, it's best to turn this feature off. There are few things more disorienting on a blog than readers asking questions of a host who is largely absent.

Another reason to turn off comments is if your blog is attracting comments which violate Fair Housing guidelines or just plain good taste.  Sometimes temporarily disrupting the comment feature will take care of this. (Active Rain has just enabled a feature which will allow comments to be turned off 1/18/2007)

Thou Shalt Not Blather...Thou Shalt Not Be A Bore!

The main point made by Gillin is that posts should not be excessively long.  Many blogging platforms have word counters that can help you calibrate the length of an individual post.  The recommended length of a blog post is 250 ~ 500 words.  Writers who have an engaging style of communication can get away with longer posts but even they are cautioned to shorten the length when possible.

Can blog posts be too short? Gillin suggests that in some cases, the answer is YES.  Continually blogging below 250 words and relying on links to other pages is OK if all you want to be is a research tool.  However, if you are interested in influencing and engaging the conversation, people want to know what you think.  Verbosity or the lack of it can be a double aged sword!

Thou Shalt Channel Information Responsibly...If It's Your Aim to be Taken Seriously!

The blogosphere's power is Influence.  There is NO HIERARCHY of Authority.  Authority and respect generally flows towards those who are perceived to have earned it and who do not subsequently squander with reckless abandon the loyalty accorded to them.  From a brokerage standpoint, this has enormous implications.  Most brokerages spend a great deal of time and money carefully cultivating a solid reputation. 

Real Estate is a people business and blogs afford brokers and corporations an unparalleled opportunity to deepen client relationships and provide added Value and Education prior, during and after the real estate transaction.  They can be a potent vehicle to cement brand loyalty if managed correctly.  Real Estate Brokers have a lot of different issues to consider as they ponder how to engage in the Web 2.0 environment.  I would recommend Paul Gillin's book, The New Influencers as an excellent resource for brokers interested in exploring these issues further.

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