Will real estate blogging die? It highly depends on how everyone in the real estate profession treats blogging. There are those out there who do blogging so well they set the standard for the industry. There are great blogging coaches out there who give great advice on how one should blog. But there are also scores of individual agents, companies, and so called “experts” who are giving poor advice and those that are doing it incorrectly that all those in real estate could suffer because those doing it poorly will drive customers away from one of the greatest tools of our time for real estate.

Now truth be told I don’t believe that real estate blogging will die but I do believe that the more real estate professionals who do blogging incorrectly will make it more difficult for those who care about delivering high quality content to their customers.

So what is blogging done correctly? I believe that blogging is about delivering high quality relevant information on the topic or topics that you are writing on. In real estate this means delivering the most up to date, accurate and relevant information to the consumer. It is not about the agent, the lender, or the company. It is about informing the customer about what is happening in their market.

How are people doing blogging incorrectly that they will cause huge problems for the rest of those who are doing it correctly? Well let’s get into a list of what I see going on out there.

• Template content – there are some large companies, no need to name names, that are giving their reps, agents, owners, etc large amounts of “approved” content and telling them to just post it daily, weekly, etc and they will be blog experts. Now the search engines should catch this kind of thing and will not reward them with a high placement but will cause consumers to sift through more irrelevant information and will cast a dark shadow on some.
• Self promotion – this is the worse part of real estate blogs that some agent, lender, or owner feels that a blog is just a press release of how great they or their company is. Now posts every once in awhile with a great story about a customers experience are fine but commercials every week are not.
• Poorly written content – now I am not going to win a literary award anytime soon but some even fail to grasp the great tool of spell check.
• Blogs that aren’t kept up to date – real estate blogs should have at least 1 post a week so that the consumer can count on reliable information. Now this one may only undo those who aren’t keeping theirs up to date but I still believe it shows a lack of dedication in the industry to provide reliable information to the consumer.

How do we change the tide? I believe by continuing to deliver relevant consumer focused information that we will keep consumers aware that real estate professionals at all levels of the business care about providing them information. The consumer will reward us with their business. Let’s make sure that those who are blogging focus on the consumer.

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