I’ve been streamlining my feed reader this month and unsubscribing to dead blogs. Not blogs that were consolidated or moved to another project, but real estate blogs that have simply been abandoned. I got to thinking why and I have a bevy of answers, but they all trace back to one theme…
Benn recently wrote about our conversations with real estate tech conference attendees’ sentiment but what he didn’t mention is that they were all disappointed. I asked one attendee who their favorite speaker was or what they learned and they couldn’t come up with an answer for either. People continue going to conferences however, because of the fallacy that there is a magic bullet or maybe like on the Oprah show, their dreams will come true if they just look under their seats.
But no. Real estate professionals hire coaches and go to conferences and are pitched, they get excited to spend money on that next class, but that class is just a carrot on a string to get them to the next class. “Be memorable,” or “be yourself” is not a digital marketing strategy but rooms fill with people being filled with this fluff.
This all brings me to my theory… the reason that so many real estate blogs fail is the same reason so many boutique brokerages fail- someone got it into their head that this [insert real estate or blogging here] thing is easy, so why not go for it? Go for it? This isn’t a reality tv audition, you guys, this is business and the big boys are not playing around.
Real estate and real estate blogging aren’t easy. There’s no solution in a box and “being genuine” or “using Twitter” is NOT a business plan. That is why so many have and will continue to fail.