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Defining Your Content – Blogging & Socially

original image courtesy of dramaqueeennora

Are you a Superhero?

We have a lot of questions to wrestle with on this issue. We all wear many hats, and I want to talk about all of them! I want to demonstrate my broad range of talent and knowledge, and I certainly want to be as inclusive as I possibly can be- I want to be a Superhero to everyone! Right?

Not Always

If you’re doing a local blog, and your business is local, then be local. People are not searching for a person in particular in most searches- they’re searching for information, so why not give it to them?

They Really Don’t Care About You

So it’s up to you to make them care. Every time you’re with a client, are you listening to them? I mean really listening to them…

Ask them questions:

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  • How did you find me?
  • What did you mostly search for when online?
  • What did you think of the places you found?
  • Did you find the information to be absolutely solid?
  • How long did you search?
  • What took you so long to decide to buy?
  • What was your obstacle?
  • What search sites did you use?
  • Was there information you could not find specifically?
  • What could have helped you make a decision to buy or sell?
  • Have you seen my blog?
  • What did you think?
  • What information could I put there to help other buyers and sellers?

Buyers & Sellers are Your Fountain of Youth

A converted buyer or seller is the most valuable audience you have. Forget about other Realtors in your market, forget about the real estate blogging community and what they may think- just do your damn homework.


Ask to buy your clients dinner the very first day you meet, and take a list much like the one I’ve already described.

What Good is All of This?

Simple- this is your audience, and you have them right in front of you, and if you are like most, you’re looking for material. Once your clients have closed a home in the neighborhood with you, you now have participants who are intimately involved in your blog- how awesome is that? You also have tons of material and plenty to focus on.

Why This is Better Than Pulling From Forums

Because, you haven’t converted the asker into a buyer or seller from the forum, so technically, they’ve not gone far enough in the process to really lend valuable feedback. You need to know what finally converted your buyer or seller, right? You want to repeat or replicate their input to bring exactly that buyer or seller over and over again.

The Key to Open Doors

Each time you sell in a different price point (you know your market) repeat the above. Learn what differences there are between your various sets of buyer and sellers. Evaluate what marketing is most valuable to them, and what pulled them into the market, and find a middle in your blog.

Invite Them in

No matter what you do, invite them in! Ask them if they wouldn’t mind participating in your blog in the future to help other buyers? Would they mind writing about their experience? Would they mind helping you in your new neighborhood? Offer them a nice rate reduction on their future sale for their participation in neighborhood cheerleading! How?

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In your meetings ask and invite!

  • Are you on Twitter?
  • Are you on Facebook?
  • Are you on Myspace?

Ask and Promote!

  • Do you blog?
  • Do you have a small business?

Socialize Your Consumer

If this is a neighborhood you frequent, invite all of your clients out to dinner on you! Socialize them, introduce them, and solidify relationships. I’ve found it is most useful to have a sit down rather than a BBQ. This allows you to use your knowledge of each client specifically to make connections rather than folks standing in an awkward corner. This is a networking dinner, this is where we talk about our social networks, small businesses, and your goals in building a stronger neighborhood in promoting their interests, not about asking for referrals.

Stay tuned, more to come…

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network. Before AG, he founded one of the first digital media strategy firms in the nation has received the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), and is well known for organizing the digital community through popular offline events. He does not venture into the spotlight often, rather he believes his biggest accomplishments are the talent he recruits and develops, so he gives all credit to those he's empowered.



  1. Matt Thomson

    July 23, 2008 at 8:15 am

    I really like this list…I feel I do a pretty good job of doing many of the things that you’re talking about here (asking and promoting, socializing them), but not as intentionally as I should. I like your list of questions…things I stumble around but generally don’t ask directly.

  2. Irina Netchaev

    July 23, 2008 at 10:27 am

    You are so right! We are so busy asking our real estate social friends, looking at reports, etc when are consumers are right in front of us. Love the list and suggested question. Something to chew on (while sitting down of course :-)) and implement!

  3. Rocky

    July 23, 2008 at 10:52 am

    Very good points. Engaging the client is just as imporant as getting them to buy. This is where and how you find the ever elusive “referral!’

  4. Paula Henry

    July 23, 2008 at 1:37 pm

    Thansk so much Benn! Often, I get so involved in the transaction, I forget many of these things. You’re right of course, who better to ask how we are doing online than a client who just found us online. With their help, we can cetermine what is working best. Can you say AHA moment?

  5. Paula Henry

    July 23, 2008 at 1:38 pm

    Okay – That was supposed to be determine and who is puurple?

  6. Chris Lengquist

    July 23, 2008 at 2:34 pm

    Benn, I would agree with everything but argue this one point. Your readers DO want to know about you. More than the about page. I’ve noticed a definite trend. When I open up, on occasion, I get more response. Pure business is found boring. I think people do want to know who they are reading…for better or worse. But a little goes a long way.

  7. bill lublin

    July 23, 2008 at 2:35 pm

    Benn: As all of us get further into social media,we need to learn new habits, and ask new questions. Just as what’s your phone number ? Gave way to what’s your email? That question may need to give way to these new questions. Very perceptive.
    Great Post! ( Please have Rich apply the points for this comment to my AR account)

  8. Loans

    July 24, 2008 at 10:56 am

    “Have you seen my blog?
    What did you think?
    What information could I put there to help other buyers and sellers? ”

    I think I am going to use these more often now. I always felt a little shy asking others about my own site. i don’t know why but I guess I always felt that I would make the other person feel as if I am marketing him my personal website too.

    After reading your post, I think I should get over with this fear. I mean I am doing business with them, why not make a little friendly conversation about my site and if they don’t know about it (some people never pay attention to visiting cards except for only phone number) I think I am going to tell them about it but just to make sure that if this is the right approach, could other Realtors share their opinion about this?

  9. Nicole Boynton

    July 24, 2008 at 2:38 pm

    Thanks for the post Benn. At the end of the day we all just want someone to care about our needs and opinions and the best way to express your interest in your clients is to ASK QUESTIONS! But don’t stop asking them questions and following up once the transaction closes. You are right about using their input to create a “lather, rinse, repeat” cycle. Once you know what converted them you can continue utilize this information to gain new clients.
    Now I have to go finish sewing you an outfit with “B” emblazoned on the chest and a red cape…

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