Web 1.0 vs. Web 2.0
As I understand it, the primary difference between Web 1.0 and Web 2.0 as it relates to websites is the opportunity that it presents to interact with visitors to your blog and build “connections” to them. Humans tend to connect through communication, which underscores the importance of working towards earning comments if you’re interested in building a “community.”
Without comments, your blog is a web 1.0 website.
As a real estate blog writer, comments from readers should be important to you for several reasons.
• Comments provide an opportunity for you to get to know your readers while they get to know you
• Comments and questions challenge you to better understand your business and your real estate market
• Comments provide important insights (for you and your clients) into how prospective buyers and sellers are feeling about your real estate market
• Comments make it obvious to all who visit your blog that it’s a happening online destination and not a baron electronic wasteland
• Active online discussions deliver lots of user generated content which makes your blog more interesting, and improves your opportunities with search engines
If you’ve convinced yourself that comments really aren’t that important I’m hoping to renew your interest in going after them. If you’ve already had some success at building a “community” through your blogging efforts I’m looking forward to hearing what worked for you in building it. Please share. I’ll start.
Defining your reader
I recognize that there are some writers who have had success at appealing to a broad base of readers. Somehow, they seem to have a knack for generating content that is engaging for both agents and consumers. I’d suggest that these bloggers are our most skilled colleagues and it takes a very special talent to be successful with that approach. If you’re an average writer, like I am, you may be better off to focus tightly. If that’s the case, I’d suggest that real estate consumers are probably the best market to pursue. 🙂
If you haven’t already done so, read Teresa Boardman’s excellent post, “There are Comments and Then There are Comments” which makes some important points about how comments from other agents may do more harm than good.
More here in this Inman News story titled, “Ending the Cycle of Realtor on Realtor Action” that stresses the importance of You Engaging Others (YEO), namely real estate consumers.
Selecting content that will generate discussion
Given my tight focus, every post that I write on my blog must pass the following test. “Is this post potentially interesting to a Saskatoon home buyer, home seller, or home owner?” I know that many agents feel that statistical information is boring but my best discussion building efforts revolve around them. Using statistics provides an opportunity to demonstrate your knowledge of your local real estate market, and all three of the desired readers that I’ve identified above are interested in them to some degree. Statistics provide an excellent foundation for discussion and they’re fairly easy to write about. I’ve found that a “weekly review” of market activity provides an on-going source of material and a good reason for readers to return regularly. Posts like, “12 steps to prepare your home for showing” definitely have their place, but they’re not likely to result in a lengthy discussion.
We can all use a little help from our friends
Early on, as I was beginning my on-going quest to learn about blogging I came across a post written by Ardell DellaLoggia. I was most impressed by the lengthy thread of comments that followed her post and I told Ardell so. She responded by saying, “Don’t be too impressed. I asked them all to come.” Hmmm. Smart!
The hardest part of getting feedback is getting it started. Consider that initially your readers have no idea who else is reading, if anyone, or how their comments may be received. Why not ask some of your friends to support your blogging efforts and to make some comments on your blog. If your other readers see comments they’ll be far more likely to contribute to the discussion. Asking your friends to say certain things obviously isn’t cool but there’s no good reason why they can’t participate in your community and assist you in building it.
Ask readers to comment
I often meet people who bring up my blog, sometimes describing themselves as fans (blush). I always ask them if they’ve ever commented, and as Teresa suggests in her post they most often say “no.” I always tell them that I’d appreciate their feedback the next time they drop by and I know that these invitations have brought me some new comments. If you can get them to comment once, they’ll often become regular contributors.
Participate in the comments section
Revealing myself in my posts is often difficult because of the subject material I use. I do my best to participate fully in the discussion once it’s underway and this is where I find my opportunities reveal to my readers who I am as a person. I encourage and answer questions, and I ask questions of those who comment. Remember, the same human relations principles apply to online relationships that apply to those relationships you enjoy in your offline life. People appreciate being appreciated. Thank them for contributing, treat them respectfully, and let them know that their thoughts and opinions are valuable to you and others who read your blog. At the same time, don’t hesitate to let problem posters know the rules. While it’s important that your visitors feel free to express themselves, they are on your property and you have a right to set some guidelines.
Consider writing less frequently
Say what? I’ve found that each new post on my blog seems to have the effect of wrapping up the discussion in the previous post. I last posted on Sunday at 11:20 am. At this point, there are 58 comments to the post. If I post again today that discussion would likely conclude with about 65 comments. If I let it remain in the spotlight for a day or two, the discussion will most likely continue for some time and the content continues to grow with little effort on my part. If I have more than one topic that I feel must exist in my archive I will often post them both in quick succession, essentially sacrificing discussion in one for the sake of the other. The post that strikes me a having the better chance to spark a discussion is posted after the other.
I’d love to hear your ideas on how you’ve been successful in getting readers to comment.
