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Back Then

I started real estate shortly before the business model changed from agent centric to client centric. Old school marketing was taught at my first brokerage and I had no reason to doubt it worked.   In the five years previous to becoming an agent, there was one REALTOR responsible for 90% of the sales in my neighborhood.

I literally bought into sending thousands of postcards, delivering flags in the front yard on holidays, pumpkins in the fall, magnetic calendars, note pads and of course, the Forget-Me-Not flower seeds delivered door to door with a smile and a business card, hoping that when those little seeds began to produce flowers, surely they would remember me.

Back then, everyone needed a logo design and branding to guarantee success. And…….there were plenty of companies just waiting to help you conquer your market with a perfectly designed logo, including letterhead, envelopes, web site, etc., for a price.

Most agents were just beginning to get their own website and domain names were easy to get. Try finding a great domain name today!  

Information was safely guarded and agents were the gateway to the information.


Fast Foward

Fast forward, only six years, to a client centric business model where information flows freely; everyone has a website and a potential client can find us anywhere online. Clients rarely, if ever, walk in the front door of a brokerage looking for an agent. Today, we do business from our laptop in the local Starbucks.

We manage our own branding fairly well (without the high cost, I might add) and our marketing, but very few neighborhoods have a dominate agent doing business there.

It was actually easier to send thousands of postcards than it is to maintain a web presence. With blogs, websites, Twitter, Facebook, LinkedIn and other social networks to manage, we are wired 24/7.  I am willing to bet most of us are never away from our email for more than eight hours at a time. That’s only so we can sleep 😉


Planting Seeds

Much has changed, yet some things remain the same. Old School required a personal touch; today we need to have both. We can’t exclude the personal touch at the expense of technology. I don’t know many agents who send postcards as a regular part of their marketing; I haven’t seen a pumpkin delivered to my door in years or flags on Memorial Day. I don’t have extra note pads from agents lying around or a calendar on my fridge.

The one old school marketing tool we should still be using is the Forget-Me-Not seeds.

Of course, the seeds are new and improved, producing referrals from clients who love us. These are the seeds we plant throughout every transaction and interaction we have with our clients. It consists of the little and “not so little” things we do everyday to ensure our clients never forget us. Not because we force our marketing on them, but, simply, we are remarkable and unforgettable.

What Forget-Me-Not seeds do you plant? What makes you stand out? What makes you great?

Paula is team leader for The "Home to Indy" Team in Indianapolis . She is passionate about education and client care and believes an empowered client is better prepared to make good decisions for themselves. You'll find her online at Agent Genius,Twitter and sharing her insights about her local real estate market at Home To Indy.

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  1. Mack in Atlanta

    July 22, 2008 at 8:12 am

    What do you mean away from my email for more than 8 hours? I get email notifications to my TREO every 15 minutes. I’m on vacation right now in Daytona Beach, Florida and my TREO is with me by the pool, my laptop is in the condo and I am still connected to the world. BTW I had a gentleman contact me last night about listing six investment properties for him. Yes you can still do business in the real estate world while catching up on some R and R.

  2. Paula Henry

    July 22, 2008 at 8:19 am

    Mack – Then there are those of us do not need to sleep 🙂 I know the feeling – I am always on, except – I am still working on my beauty sleep; then the emails must wait for me.

    Gotta love vacations – I am most busy when I plan a vacation – good luck with those listings!

  3. Mack in Atlanta

    July 22, 2008 at 8:35 am

    It seems as though this year was even worse with the several weeks before vacation. Things just got very crazy. Now if I had to work on beauty sleep there is no way anything would ever get done. Not enough hours in my day for beauty sleep.

  4. Matt Stigliano

    July 22, 2008 at 8:38 am

    Paula – Thanks for this post. I am being barraged by other agents, brokers, and various companies soliciting my business…all reminding me of these “tried and true” methods of yesteryear. Its post like these that make me want to forge a “new” path (not new to most of you, but certainly new for me and new for San Antonio – I don’t see much of this going on around here).

  5. Bill Lublin

    July 22, 2008 at 8:41 am

    Paula; I’m so old school I remember when it was broker- centric. But as always your post hits on the most important part we need to remember – that without touching the people the tools don’t matter

  6. Jason Sandquist

    July 22, 2008 at 9:03 am

    Just like @Matt, when I got in I almost went broke with all the mailings. They were suppose to work right? I stay ‘connected’ with a variety of social media sites and I am in front of the computer most of time anyways and all it takes is a hello.

    I was reading somewhere the other day, coulda been here or somwhere else, wish I could remember to give cred, but anyways it was about how most consumers a referral might not work for them in a few years. They want to do their own research and find someone that fits them. Gone, good-bye. I know a lot of agents that solely live and die by the referral.

  7. Artur | Phoenix Real Estate

    July 22, 2008 at 9:03 am

    Funny thing is, 2 days ago I happened to meet an agent at a house he listed, one of several dozen, and his business card had no cell phone, no website, no email. He’s been in business since the early 80’s and is as old school as you can get, including visually but he’s got plenty of business. From what I see very few agents are getting their business from online sources.

  8. Dan Connolly

    July 22, 2008 at 9:18 am

    @Matt You know the old truism, if your business is slow and you want to make it jump into high gear, schedule a vacation!

  9. Dan Connolly

    July 22, 2008 at 9:19 am

    typo! I meant @Mack! An edit feature would be nice here (wish list)

  10. Norm Fisher

    July 22, 2008 at 9:36 am

    Paula, it is amazing how much things have changed in such a short time.

    I think the best way to stand out as “remarkable and unforgettable” is to treat each client as remarkable and unforgettable.

  11. Gites

    July 22, 2008 at 10:12 am

    I agree “marketing” has changed completely. Our business now receives 90% of enquiries by email and 10% by telephone. Just goes to show that people prefer to communicate by email. PS we have no front office but have a big web presence.

  12. Matt Stigliano

    July 22, 2008 at 11:05 am

    Norm – I think your “remarkable and unforgettable” quote should be a mantra used in real estate. I like it much better than “buyers are liars” (which I was appalled to hear when someone in a class said it – doesn’t matter if its true or not, cause I’m sure it goes both ways – but to think of your clients and potential clients in terms like that is disgusting if you ask me).

  13. Dylan Darling

    July 22, 2008 at 11:08 am

    “@Matt You know the old truism, if your business is slow and you want to make it jump into high gear, schedule a vacation!”

    I couln’t agree more. When I get slow my wife pleads for a vacation and it never fails. I just got back from Mexico and what do you know- 2 rattified deals while I was gone.

    But you can’t count on vacation. Today’s successful agent has to find balance. Web, mailings, marketing, cold calls, and any other consumer contact have to be done in a professional manner, but with a personal touch.

  14. Norm Fisher

    July 22, 2008 at 11:40 am

    @ Matt. For sure. It’s impossible to develop a meaningful connection with anyone if we expect the worst of them from the outset. Most people, when treated with respect are eager to do the same.

  15. Glenn fm Naples

    July 22, 2008 at 11:55 am

    Paula – you brought back fond memories of when I first started in real estate and did the postcard mailings and went to all the seminars by the “gurus”. It was not hard to realize the potential of the Internet for real estate, just some agents did not catch on.

    I especially liked your mention that in today’s real estate market people just don’t stop into a brokerage – the bricks versus click theory was out there at least 5 years ago.

    I did like the Forget Me Not seed packages.

    Real estate will always be a high touch service if one wants to successful.

  16. Jeremy Hart

    July 22, 2008 at 10:40 pm

    @ Artur | Phoenix Real Estate – “From what I see very few agents are getting their business from online sources.” I know there are several agents that visit here at AG that see a LOT of business from online sources. The agent you referenced, who’s been in business since the early 80’s, has seen a lot of trends come and go. Some worked, some didn’t, but it’s probably safe to say that he sees the majority of his business from repeat and referral clients at this point, wouldn’t you guess? To use Paula’s analogy of the seeds, the seeds he planted a long time ago laid the foundation for his continued success today.

  17. Ruthmarie Hicks

    July 22, 2008 at 10:43 pm


    Most agents in my area are frozen in that mind-set. Blogging and GOOD web sites are hard to come by. I mention the “internet” and their eyes glaze over. They need to get moving or they are going to be left behind.
    LOVE YOUR BLOG!!!!:-)

  18. Paula Henry

    July 23, 2008 at 5:18 am

    Mack – I’ve heard the same thing from many agents in the last few weeks; am glad I didn’t plan vacation. Beauty sleep is overated anyway 🙂

    Matt – Forging your own path is what makes a unique you!

    Bill – I didn’t know about broker centric.It’s always about the human touch.

  19. Paula Henry

    July 23, 2008 at 5:21 am

    Who or what is puurple???

  20. Paula Henry

    July 23, 2008 at 5:49 am

    Jason – I, too did all the mailings; thousands more than I would like to think about. I’m not going to say they don’t work, I know they do for some people; usually those who have been doing it for a long time. In the past postcards were all about the agent. If you would design a card today, it better have a WIIFM for the client or it’s wasted money.

    Referrals are still a good source of business for many. You still need both! Gen Y will probably not use Aunt Edna’s referral, if the agent can not use email to send documents, SMS or any other tool which makes the process easier for them.

  21. Paula Henry

    July 23, 2008 at 6:09 am

    Artur – I know agents likes this also, I see it alot in small towns here in the Midwest. It is not the norm, though. Honestly – I dislike working with agents who have no email address. It is painful!

    I know many agents who make a great income from their web presence – of course, you have to have a great web presence. Those who adapted early are way ahead!

    Dan – Vacation works for business. I was totally bummed I couldn’t go to SF this week – on the other hand, I will write almost a mllion in sales this week (from online clients).

    Finding balance is key – sometimes I am on this computer way too much 🙂

  22. Paula Henry

    July 23, 2008 at 6:38 am

    Norm – The key to success and I agree with Matt.

    Matt – Maybe Norm has coined a new definition of client care. Buyers are Liars is a horrible phrase – buyers are usually just not sure what they really want or what they can afford. With professional guidance (that’s us) they can generally narrow down what they need and want in a home.

    Dylan – It’s definitely a balancing act – I can attract web leads all day – but the professional, personal contact will make them clients.

  23. Paula Henry

    July 23, 2008 at 7:05 am

    Glenn- Yea – the good old days 🙂 Funny, though, they weren’t so long ago. I remember my first brokerage was by the local grocery store and people did stop in for a book, to list their home or talk to an agent.

    Jeremy – Excellent point!

    Ruthmarie – I was speaking with an agent yesterday who told me she doesn’t want to learn how to market on the interent. She will be left behind. I have people ask me all the time how I do what i do. I am willing to share and teach; most do not want to learn.

    Thank you for the wonderful compliment!

  24. Jennifer Hart

    July 23, 2008 at 11:21 am

    I still mail postcards and sometimes walk my neighborhood with trinkets such as pumpkins and winter door knob decorations. But, I’ve added a new “gift” this year and I had more people calling me to thank me. This year I gave to clients, close neighbors and friends a “green” bag with a note asking to please use canvas bags instead of plastic and paper at grocery stores or any other stores.

    Even with all the door to door gifts, the majority of my clients do come from my website.

  25. Paula Henry

    July 23, 2008 at 1:32 pm

    Jennifer – Love the green bag idea! Sounds like you have incorporated the personal touch and technology wonderfully 🙂

  26. Glenn fm Naples

    July 25, 2008 at 5:49 am

    Paula – one has to wonder what things will be like in a few more years.

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Business Marketing

Simple ways to improve your organic reach on Facebook

(BUSINESS MARKETING) Facebook continues to make businesses and pages pay to play, but businesses still have a shot of improving their organic reach, according to experts in the field.



Facebook open on laptop with white desk and small potted plant, open to organic reach.

Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!

Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.

Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.

Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.

Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.

This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.

Ask yourself these questions:

  • Are you creating conversations?
  • Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
  • Are you asking your audience what they want and would like to see more of from you?
  • Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
  • Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
  • Are you taking data into account for what content people are responding to favorably and when?
  • Do you ever invest in Facebook ads or boosted posts for important content or events?

Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.

Create Conversations
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.

Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?

Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.

Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.

Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.

When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.

Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.

  • Try a simple question, such as “What would you like to see more of on this page?”
  • Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
  • Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.

Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.

Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.

Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.

Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.

Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).

Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.

Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.

Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.

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Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.



Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

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Business Marketing

Should your content management system go headless?

(BUSINESS MARKETING) You may be familiar with your typical content management system, but had you heard of a ‘headless’ model? Let’s dig into it together.



Person using content management system with hands on keyboard and small bit of desktop visible.

At some point, you have probably worked with a content management system (CMS) like WordPress or Drupal. If you haven’t already, you at least know that this computer software is used to manage website content.

But, have you ever heard of a headless content management system before? We didn’t. So, we set out to find out what it’s all about and how beneficial, or not, it can be for your company.

What is headless CMS?

Unlike your classic CMS, headless CMS is a back-end only content management system. It decouples where your content is stored and authored (body) from the front-end where your content is displayed (head).

This CMS isn’t tied to a particular output like a web page. Content is transmitted as data over an application programming interface (API). It’s a content repository that delivers content seamlessly to any device.

Benefits of Headless CMS

More versatile
Headless CMS isn’t your classic “monolithic” CMS so you aren’t constrained to an all-in-one system that might work for websites but not mobile devices.

Content is consumed by customers in more than one place now. Headless CMS provides a more versatile way to deliver multi-channel content to websites, Android and iOS apps, and even IoT (internet of things), like a smartwatch or in-store kiosk.

Businesses will benefit from this because only one back-end is needed to manage and publish content for different services and products.

No need for specialized developers
Developers aren’t tied to a specific programming language or framework. A developer can choose between using Javascript, PHP, Ruby, or any language they prefer.

If you already have a talented developer, you don’t have to scramble to find someone else who specializes in a specific system or language you are moving to. Your current developer can do the job for you in the best way they know-how.

Better Security
Security is important. Not being married to the front-end, headless CMS has a security advantage a regular CMS doesn’t. Usually, content provided to a headless CMS is read-only, and the admin portion lives on a different server and domain.

With the back-end detached from the presentation layer, there is a smaller target area to attack. Also, layers of code can be used to hide the content-delivering API making it safer than a traditional CMS.

Real-time collaboration
With two separate systems, content editors and web developers can work concurrently. This shortens a project’s timeline and helps get your product and services to market quicker. Also, content editors don’t have to spend more time creating the same content for each system. Designers and developers can take care of that.
Downsides of Headless CMS

As with anything, headless CMS isn’t perfect and isn’t for everyone. It has its disadvantages.

More technical
Little technical involvement is called for in a traditional CMS. As a result, the tool can be picked up quickly by almost anyone.

A deeper understanding of CMS, coding languages, and front-end technologies is needed when using headless CMS. You must have a developer that can build the web or app just for you.

Increased maintenance
With the body separated from the head, there are two systems to maintain. Implementation and maintenance could potentially become complex.

Bigger price tag
Building a system from scratch costs time and money. With a traditional CMS, there is one account, and, most likely, one payment. With headless CMS, you’ll have multiple payments for the CMS, a developer, and the infrastructure running your website or app.

Your custom CMS also isn’t coming from a pre-built content management system. All that hard work takes time (and patience) to get it done right.


Headless CMS lets you create a unique user experience and allow for cross-platform publishing, but it isn’t a one-size-fits-all content management system.

Before you jump ships, take inventory of all your content needs. Does your content need to be published on different platforms? Will a simple stand-alone website work for you? Only you can decide what works best with your business, but we hope this information helps.

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