THE JUMP TO WEB 2.0 HYPERSPACE
As is typical in our industry, as more and more real estate professionals awaken to the Web 2.0 paradigm shift, and attempt to embrace/adapt relevant emerging technologies, the more they carry their bad habits/practices along with them. No where has this been more apparent/prevalent than with blogging.
For many budding authors, their blog has simply become an extension of all their ‘other’ time-honored marketing widgets and gadgets. It reads more like a refrigerator magnet, a bumper sticker, or shopping cart. Anything that could possibly be considered as viable consumer content is quickly overshadowed by the “All About ME” self-photo syndrome (taken 10 years and 50 pounds ago), and with the corded phone shoved in one ear to show us all how ‘busy’ they are! And let’s not forget to stuff all those articles with SEO-juicy search terms, like your website domain, your snappy toll free 1-800-THE-BEST, the long list of designations you’ve proudly earned that consumers totally understand and appreciate, and that catchy marketing slogan/phrase/jingle/logo/avatar/cute pet pictures, etc..
“HEY, IT’S MY JOB!”
As real estate professionals, it’s ingrained in us from Day One to ‘brand’ ourselves; to aggressively ‘self-promote’ at every opportunity. My kids are always giving me a hard time about this. Whenever we’re out in public together, they actually place bets to see how long it takes before good ole’ Dad starts talking shop with some stranger. Hey, so what if I believe everyone I come into contact with is a potential client? Forgive me for putting food on the table and shoes on your feet!
But I digress……
And so it is, being creatures of habit, that we wildly plaster our name, our slogan, our picture, our website, on virtually anything and everything! Horizontal or vertical surfaces, moving or stationary, living or dead, it matters not. If there’s room for a business card, you better believe ours will be there!
“IS THAT AN ANGELIC CHOIR I SEE IN THOSE CLOUDS?”
Then, for some of us, there is that defining moment of epiphany. It usually comes to us after months and months of fruitless effort, talking to ourselves, and zero comments. We come to the earth-shaking realization,
“Blogging isn’t Advertising. It’s a Conversation!”
RainCity Blog Diva, ARDELL DellaLoggia, once shared a very astute observation about blogging when she said:
“Blogging is like the Show, not the Commercial. If you make it into a commercial, then your readers will go get a sandwich, just like they do when a commercial comes on TV.”
IF PEOPLE AREN’T LISTENING, YELL LOUDER!
Have you noticed what the TV stations are doing these days during the commercials? They’re turning up the volume! That’s right. If we’re going to ignore the message by getting up and going to the refrigerator, then at least they want to ensure we can still hear them all the way into the Kitchen! Can they possibly make things any ‘more’ annoying?
So ‘Rubber-Meets-the-Road’… What’s your Blog look like? Is it just a collection of Advertisements? Or is it a Conversation? And if people aren’t listening, don’t annoy them further by simply ‘Pumping Up the Volume,’ but consider making the message more meaningful and engaging.
If your blog really does read more like an ad, maybe it’s time to send out another batch of refrigerator magnets. At least that way, they’ll see your face as they open the door!