Most real estate agents are very specific as to the area in which they specialize when it comes to generating leads and operating their business.
Even within a city, most agents will identify themselves with a radius that encompasses a only few neighborhoods. Their aim is to have the majority of their business generated from their local referrals and marketing efforts. Inquiries outside of their sphere will be referred out to another rather than spreading themselves too thin, geographically.
I have no national blogging statistics to stand on, but I can safely say that the traffic one generates from successful blogging cannot be limited to a local range. In fact, I’d be willing to entertain the idea that most of the traffic one generates from business blogging is not local. If this is the case then I feel we need to look at this foreign majority and find the silver lining.
Otherwise, approaching blogging, knowing that you are reaching a diluted audience may discourage the commitment needed to be successful.
Real estate is not a universal language, but the similarities throughout the country make it easy to be on the same page with agents nationally. Laws and procedures differ from state to state, but the basics are always the same: Helping parties buy and/or sell property. Your expertise, however local, can help educate any number of buyers, sellers and agents from all over, given that the topic is relevant. Take a moment to analyze the ethical boundary of allowing people with a criminal record to practice real estate (because of a local instance) and you’ll find the topic globally interesting. Talk about a local sign ordinance that prevents advertising an open house with the standard signage, others will comment that you’re not alone.
The element of participation in your blog by the audience is crucial. The extension of the discussion and the growth of content on the site by others not only brings clarity to the subject at hand, but helps create the warming sense of community as well.
As your audience grows, and your reputation improves, the validity of your voice strengthens. Your local audience will respond to the success you garner nationally, making it easier to gain their trust.
Stand out as a committed, passionate, knowledgeable and consistent blogger and others will come to respect your efforts. A reflection of that respect will be apparent in two ways:
1. The inclusion of your site in others’ blogrolls.
2. The inspiration of others’ blogs based on your article(s).
In both cases links from others’ sites point back to your blog, in turn increasing your visibility and inbound link count. This is a key element to increasing the SEO of your blogsite. The content you write about to attract local traffic will carry more search engine weight, as your inbound link count improves.
As your place in the national community of real estate bloggers takes root, you are positioning yourself for referrals from agents that recognize your value and participation.
The real estate industry is one built on relationships and referral. Your blogging voice can greatly increase the opportunity to refer and be referred.
Don’t limit yourself to only taking aim at the local audience.