2 Blogging Mistakes You’re Probably Making

By Katherine Tarbox, Senior Editor, REALTOR® Magazine

I was in Las Vegas last week attending the BlogWorld & New Media Expo 2010 to learn best practices about blogging and social media, and to figure out what really works and what truly is a waste of time. According to one respected voice, two commonly accepted tenets of blogging may fall into the latter category.

Experts in the blogging world have often preached two rules for the practice: blog often and make sure it’s filled with keywords. But social media expert Scott Stratten, author of the popular UnMarketing blog, says that following these rules may turn readers off.

Stratten opened the BlogWorld & New Media Expo 2010 with the charge that we should “blog awesome.” He believes that a blogger should only post when they are really passionate about the subject, because if it’s not good content, it won’t be shared. “No one is going to look at your blog and say ‘That was a mediocre post,’ but it’s so keyword-rich that I’m going to share it,” Stratten said.

In addition, viewers won’t come back if the content quality is mixed. If it takes a week, or if it takes a month even, Stratten believes that only content that excites, moves, and impacts the reader will be shared and will expand your sphere of influence. When the content is good, others will build links to your Web page, and that will help your SEO.

Blogging gets a mixed reaction from the real estate community. Experts say do it. Others ask, what’s the point? It’s hard for some practitioners to understand how making posts about the local market and your business will really bring more buyers.

Stay tuned for more posts and reports from the session “Is the Real Estate Blog Dead?”

Brian Summerfield

Brian Summerfield is Manager of Business Development and Outreach for NAR Commercial and Global Services. He can be reached at bsummerfield@realtors.org.

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  1. I’m all for blogging awesome! I think you do need to make sure to include some keywords so that the blog will be found but to litter a blog makes it a mess. Thank you so much for sharing. What else did you get out of BlogWorld?

  2. Colin Jameson

    Scott Stratten’s is one point of view. I recall reading a blog post that disagreed and made some great points why:


    It actually came from one of the Blog Chats on Twitter, and makes for interesting reading.

  3. I agree. Writing post without any interest in theme isnt good idea.

  4. I love this concept. I use feedly to keep up on the blogosphere, and typically don’t visit each blog’s site regularly. Some blogs post upwards of ten times a day. It gets to be a bit too much for me. Less of the content is relevant to me personally, and I sometimes find myself unsubscribing just to cut down on the barrage.

    On the other side of the scale there are some blogs that post infrequently. Sure, I don’t think of them constantly, but sometimes I find myself missing them. I look forward to their posts more, because I know a lot more thought went into them.

    Sincerity, for me, is key. And it’s something I strive for with my own blog. If I’m not really digging it, I’m not going to bother to post about it. But you can rest assured that if I post something, I think it’s really super awesome.

  5. This is one of those discussions where to me everyone is right and vice versa. I like to define what it is I’m trying to accomplish and blog from there. For example I’m relatively new as a Realtor so at this point I’m focused on name recognition. I’ve used “news worthy” postings to my blog http://www.greenwichstreets.com to help generate stories in the Greenwich Time, our local paper; on WCBS-AM, news radio 88 in NYC; and to get me on the local real estate hour on WGCH radio.

    Were any of these posting “awesome” I don’t know. The most page views I’ve ever gotten on a story is under 6,000. Most are in the 500 to 1,500 page view range. In my previous career I did interactive marketing for clients and frequently got much higher pages view for them sometimes by a factor of 10 or even 20.

    If I was focused on building readership, I’d post several times a day and good quality. If I was trying to increase search engine traffic I’d post more often, do shorter posts, and focus on keywords.

    So to me occasional awesome posts are good and frequent mediocre posts are good and they are both bad if they don’t accomplish what you want. I don’t think I’ll ever have a great blog as judged by my fellow bloggers, but I hope is does produce leads and listing in my little corner of the real estate world.

  6. We’ve just started blogging at Kootenay Lake Village and are having some success, but not as much as we’d hoped. I’m thankful for your comments, Mark, because I do think we can get stuck on “awesome” and not post often enough.
    We’re lucky in the sense that our development is far from ordinary, but it’s still sometimes a challenge and we’re definitely still working out how to make it shine.
    Thanks for this discussion & helping us think things through a bit more.