When blogging goes too far
Realtor Notebook
By Teresa Boardman, Thursday, January 22, 2009.
Flickr photo by AlbySpace.I talk to and interact with real estate bloggers from all over the country. Lately it has occurred to me that some people go too far with blogging. I don't mean posting every day -- I do that, and that is one of the things that makes my blog work. What I mean by "too far" is that some spend four to six hours a day in blog-related activities.
For some it takes hours to write a single post. Some spend much of their time doing research about blogging and interacting with other bloggers. And others spend much of their time playing with the software and setup and tweaking the blog and Googling themselves and checking their page rank and trying out the latest widgets and plug-ins. Building a better blog can become an obsession and any blog can be made better.
There is a point of diminishing return. I have found over the years that if I have to spend more than eight to 10 hours a week on blogging I am working too hard at it. I monitor how I am using the time and if it is on something that is not directly related to the content that drives my blog I look for shortcuts. Time is money for the self-employed.
My eight to 10 hours is spread over five or six days and I hold myself to it. Some days I set a timer and when the timer goes off I stop. That doesn't mean that I am off the Internet for the day. I participate in several social networks and use some time each day for that, too.
When I plan my day and look at how I am going to use my time I like to make sure that as much of it as possible is spent with activities that will generate revenue and grow my business.
If I were to prioritize the tasks involved with writing a blog, the first priority is gathering information so that I can create and deploy content. Some of my ideas come from reading, some from conversations with others, and some from my daily interaction with clients and prospects.
On average it takes me less than an hour to write a blog post. I take photos as I go and store them until I need them. If it took me two or three hours to write each post I am not sure I would even consider having a blog.
With everything there is a point of diminishing return. Bloggers who are spending four to six hours a day on their blogs are often giving up time that could be spent with friends and family or time when they could be enjoying some form of recreation or time that they could use for selling real estate.
Is it really worth it? There are many other ways to generate business, both on and off the Internet, and most don't require such a huge time commitment. If you find yourself unable to participate in leisure activities or to spend time with your family, it is possible you have gone too far.
Teresa Boardman is a broker in St. Paul, Minn., and founder of the St. Paul Real Estate blog.
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Submitted by Candis Hidalgo on January 22, 2009 - 1:22pm.
What an absolutely enlightening perspective. Great post, great advice.
Submitted by Catherine Read on January 22, 2009 - 1:26pm.
Terrific advice Teresa. Just because blogging seems to be the "it" marketing tool, it doesn't mean it's suited to everyone. Struggling for long hours with it and having a low return would certainly be a signal to try something else.
Catherine S. Read
Creative Read, Inc.
Submitted by Garreth Wilcock on January 22, 2009 - 1:43pm.
There's definitely a point of diminishing return with any activity. The challenge I find with blogging is to determine the return from time invested.
Work life balance is hard to juggle with any lead generating activity you undertake as a Realtor.
Gary Keller says that 3 hours lead generation per day is a good time box to work with. Personally, I find I enjoy blogging and find it hard to turn off. Especially as it seems a great way to get into conversations about real estate, and answer questions and interact and help people.
My three hours is up for today, but I enjoyed reading your post for just 5 minutes more.... ;)
Garreth Wilcock
EcoBroker® in Austin, TX
Mueller Development Blog
Submitted by Robert A. Hulme on January 22, 2009 - 1:48pm.
You are right, blogging can become very addicting and it could really take up a lot of time that should be devoted to more worthwhile activities. But I believe, that given my business plan, that I need to commit at least one hour a day to fulfill my objectives, but you are right, cut it off there.
Robert A. Hulme
Realtor, GRI, e-PRO
Prudential Utah Real Estate
Loan Officer
Envision Lending Group, Inc.
www.UtahCountyRealEstate.us
www.UtahHomesForSale.ws
801-885-2586
Submitted by Bill Lublin on January 22, 2009 - 1:50pm.
Bill Lublin CRB,CRS,GRI
CEO CENTURY 21 Advantage Gold
Visit me at MovePhilly & REreflections Click Here to
Find Homes in PA & NJ
As usual Teresa - you make really valid points that escape most folks. Your analysis of time spent is cogent and appropriate. You can't spend so much time hiding in the computer that you don't execute on the opportunities that are placed before you.
I however do have a slightly different problem. I spend way too much time reading blogs (but I think its because I read sooooooo slowly)
:-)
Submitted by Marcy Spieker on January 22, 2009 - 1:58pm.
I think that the blogging and social networking all have their place. However, I do not think it will ever replace the tried and true. In a market such as this, in order to survive it is back to basics. Calling our past clients, expired listings and FSBOs will put food on the table a lot faster than social networking.
I enjoy the social networking but have to be reminded to keep it in perspective. A huge amount of time can be spent with nothing to show for it.
We need to be honest with ourselves and not use it as an excuse not to work.
Marcy Spieker
RE/MAX Metro Realty
Seattle, WA
425-218-1158
Submitted by Diane B Aurit on January 22, 2009 - 2:05pm.
Diane Aurit
www.BestRealEstateLakeNorman.com
Teresa, I think you have become so good at blogging that you are more efficient than those who are just being. I have now been blogging for almost 2 years and I found I went through a period of time when the learning curve required more time. Now, if I spend more time it is because I am interviewing a business or creating a sales analysis. I have yet to master juggling Twitter etc. with blogging...you seem to be able to do it all so naturally!
Submitted by Missy Caulk on January 22, 2009 - 2:10pm.
It takes me about an hour to on each post. Some shorter, some longer, as it depends if I have to do a little research.
Social networking online is fun...so I don't really count that as blogging.
Missy Caulk
Ann Arbor, MI
Missy@MissyCaulk.com
www.AnnArborRealEstateTalk.com
www.SearchAnnArborHouses.com
Submitted by Felipe Crook on January 22, 2009 - 2:29pm.
Blogging can be addictive definitely! What have you found in your blogging to streamline the process and still have good SEO results? I appreciate any advice you have. Thanks.
Felipe Crook
www.lasvegasluxurypropertieslink.com
Submitted by TReXGlobal on January 22, 2009 - 2:34pm.
You are absolutely right Teresa - and your advice about allocating time is on point. Too often, I think folks are taught "how to blog for their real estate business", instead of how to use common sense in their real estate business.
I identify with those who spend too much time writing the most beautiful blogs in the world, only to find that they aren't being read. In fact, I am embarrassed to tell you how long it took me to write this response!
In any business, it is important for actions to be mutually beneficial. We all need a bang for the buck... When the buck is not giving us a loud "bang" anymore, we need to shift are resources elsewhere....
...and there goes my timer, it looks like my response is done. Thanks for the advice!
Niman
www.TReXGlobal.com/Partner - Real Estate Web Tools for Marketing to Investors
Submitted by Barry Noble on January 22, 2009 - 3:10pm.
So take your own advice - that commentary could have been two short paragraphs long - concise and pointed - and you'd have spent so little time getting the same point across.
I had to learn this too in blogging - blogging relies on several very concise paragraphs or most won't even consider reading it.
I practice with my love of writing what they call "A novel (with beginning, middle and end) in exactly 100 words" - no more no less. Try it for fun. Oops I write too much! LOL
Barry Palm Springs
Submitted by Layne Kulwin on January 22, 2009 - 3:37pm.
Layne Kulwin
Training Consultant & Seminar Speaker
Wonderful article - and it gives us all pause to reflect on what is or is not working in one's marketing endeavor. However, I humbly suggest that the problems are inherent more toward the "practitioner" and that dilemma needs to be addressed by all brokers, managers, team leaders and individual agents.
The clients in today's market are using these tools (blogging) for informational searches, initial guidance, and who knows what else. Ergo, we have to step up to the plate and learn how to meet them where they are coming from - rather than where we'd prefer they were. We have to approach them in the manner that is most comfortable for them - not what is "agreeable" or "user-friendly" to us.
Technology today makes blogging extremely easy... but as noted by author Teresa Boardman, too many spend too much time devoted to the most minuscule of details to the point of being obsessive compulsive. Using the FREE tools available on the internet, you can literally create a blog and post it in less than 2 minutes. Probably even less time than that once you know what you're doing.
For my two-cents, I'd suggest we (1) get with the technology of today or resign ourselves to be left out in the cold; (2) don't reinvent the wheel or pretend that we're writing a major literary classic when blogging (this is a major problem, I'm sure. Goodness, I've seen agents labor over newsletters for so long they become obsolete before they could send them out to their clients. I can only imagine what "blogging" must do to these "type-A" behavior souls); and (3) if you can't do it... find somebody who can and assign the task to them (i.e. any teens in your neighborhood that would like a part-time job helping you write your blog?).
Take heed - if you don't like change, you'll really hate being insignificant!
Submitted by Kevin Tomlinson on January 22, 2009 - 3:52pm.
I wont spend too much time on my reply as I have real estate-related tasks that need my attention.
Well said. There are some addicted to Twitter as well. Frankly, I wonder how much real estate they could actually sell.
Kevin Tomlinson
Miami Beach Real Estate Resource
South Beach Real Estate Blog
About Miami Beach Florida
Submitted by Jeremy Smith on January 22, 2009 - 6:19pm.
Great post and an area I've chosen to focus on improving in 2009.
A lot of what we've chalked up to blogging has turned out to be checking analytics, reading other blogs and generally putzing around instead of doing real work. So far in 09 I'm limiting time blogging to an hour per day and I've found a marked increase in productivity.
I do have to admit I've found excuses to extend that hour, so I may give setting an alarm a try.
Jeremy Smith
Efficio, LLC
Listings
Submitted by Jordan Nilsen on January 22, 2009 - 6:41pm.
Teresa,
Thanks for posting this great article. You call attention to another point - being a good blogger is not a full-time job!
Jordan Nilsen
REtechy | Real Estate Technology Blog
jordan@retechy.com
http://retechy.com
Submitted by Mindy Allen on January 22, 2009 - 6:41pm.
I very much agree with your post. I have talked to a few other agents in my company and I always caution them that well thought out online "strategy", that leans towards a "quality" professional image maybe better than spreading themselves (& their name) all over the internet. It is really easy for me to write and sadly I am just one of those people never lacking an opinion or thought on some subject, and I have been in real estate long enough that I find writing is very easy for me...but in the spirit of saving myself time I also find something interesting on a "hot" real estate topic and link to it. I also do alot of area slideshows with pictures I take for fun in my down time. After the initial set up of my blog (and the seo work) I have managed to keep it down to 10 hours or less a week.
Submitted by Jerzy (George) Szkup on January 22, 2009 - 7:40pm.
George Szkup
www.DestinationTucson.biz
Hello Teresa,
Great Blog - you are obviously accomplished writer. Your advice is sound. I am also a real estate broker who likes blogging - 8 to 11 hours per months? From purely business point of view - I wonder if it is worth it? My "return on investment" has been close to zero. I wonder how many bogglers really make some money of it?
George www.DestinationTucson.biz and www.TucsonLuxuryRealEstate.net
Submitted by robert kleiner on January 22, 2009 - 9:02pm.
It's called "Get A Life".
Do we really need to know what you are doing every 5 minutes. What happened to calling someone on the phone , or actually going outside and speaking with someone directly. Everything is emails, or texting. Did we forget to communicate directly with people? Can we slow down, and stop to smell the roses.
Submitted by Lenn Harley on January 23, 2009 - 2:47am.
One of the real estate brokers in my network called me about 2 weeks ago to alert me that he was going to post his first ActiveRain article.
I called him yesterday to refer a buyer and asked about his post.
"I'm still working on it", he said.
I don't believe that blogging is for him.
Submitted by Roberta Baldwin on January 23, 2009 - 4:38am.
I'm lucky that writing was my first profession. But even so, it has its place in my real estate life. I divide myself between a newsletter through my website and a blog, to which I should be giving more time, to be sure. But balance in life as in business is also important and I just can't find any more time to give to these elements in my business plan. When I visit Trulia, Facebook, Twitter, and see the same agents obsessively returning to expound on every little question, I can only wonder how they're really doing. Real estate is a multi-task job and I want to keep it that way. I'm always surprised and pleased to find how just shopping locally brings me into contact with past and future clients, too.
--Roberta Baldwin
Visit me at www.NJDreamHouses.com & www.SuburbanDigs.typepad.com
Submitted by Jay Thompson on January 23, 2009 - 5:09am.
*Every* time I teach a class on blogging, someone asks, "How much time does this take?"
The answer depends on the individual. Some write quickly. Others would rather slit their wrists than write (and to them I say, blogging is not a good idea).
I spend more time reading others and doing research than actually writing. But the reading and research is where I learn the most.
T's 8 - 10 hours a week sounds reasonable. But when I suggest 1 - 2 hours a day in my seminars, I get the groans and the eye rolls. "There's no way I have that much time".
Really? And how much time are these folks spending on prospecting, filling a pipeline and building their business?
Jay Thompson
Broker / Owner
Thompson's Realty
Blog: www.PhoenixRealEstateGuy.com
.
Submitted by Jeff Takle on January 23, 2009 - 7:24am.
Ultimately, the call for how much time to spend should rest on how much revenue it brings. Very few bloggers measure their ROI. Far fewer do more than use AdSense which, for 99% of bloggers, is a sucker's bet. A few are finding excellent ways to convert readers into paying customers by tying in products, their services, partnership opportunities, investments, downloads, subscriptions...you name it.
For agents, instead of writing about broad macro issues, take a deep dive into an interesting local property. Take lots of photos, run the numbers, and propose how you would turn it into a money-maker. At the end of the post, encourage interested readers to contact you directly if they might be interested in this or a similar opportunity. Proactively contact people who make interested comments and see if they might want to take a look at the property in person. CONVERT SALES.
Our company blog is a fantastic revenue generator and we don't use Adsense. We just creatively convert the business side of a blog marketing platform.
-Jeff Takle
www.RentingYourHome.com - Landlords advertise to 20+ websites, run credit, collect rents, and manage maintenance at 60% savings.
Submitted by Tina Merritt on January 23, 2009 - 5:48pm.
I think about my blog posts, and plan them in my head prior to writing. I like to get them out within 20 minutes. Thank you for saying what I have been wondering, "How in the world do these people I see constantly on Twitter, Facebook, atc. get any revenue-generating work done?"
Submitted by Lenn Harley on February 4, 2009 - 6:31am.
Seems to me that the choices should be dictated by what is working. My web sites generate most of my busness. My blogs generate visits to my web sites.
It's a matter of synergy for me.
Simple minded but it works.
Lenn Harley
Broker
Homefinders.com
http://www.homefinders.com