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5 Tips for Creating Compelling Commercial Real Estate Blogs

This post originally appeared on tBL Marketplace Partner member  The Massimo Group Blog and is republished with permission. Find out how to syndicate your content with theBrokerList.

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As a CRE brokerage owner you are an expert in your field. You also know that blogging is an important and powerful medium by which you can express and communicate your CRE management expertise. But you aren’t an online marketing consultant, nor do you want to be one, and blogging is something for which you have more questions than answers.

Blogging is an important and powerful medium. Click To Tweet

Blogging, however, is not that difficult. It just takes a little practice and know-how.

Below are 5 tips that will get you started down the road towards producing effective and compelling commercial real estate blogs that can serve to set your firm apart.

Many CRE brokerage owners have the same concerns when it comes to blogging:

  • How do I generate interesting blog topics?
  • How long should the blog be?
  • How often should I blog?
  • How can I tell if my blogging is working?
  • And, how do I find the time to blog?
How do I generate interesting blog topics? Click To Tweet

These questions, and others like them, present a formidable obstacle to any CRE brokerage owner getting started with blogging. While we aren’t going to answer all of these questions today (we will in subsequent posts), we will address one of the more important blocks to blogging: How do I generate interesting blogs that people will actually want to read?

1. Write about your industry, not yourself

Many CRE brokerage owners make the mistake of writing about their own firm and the service they provide. But people aren’t searching for things specific to your business – they are searching for things specific to themselves, such as how to solve or address a specific challenge. Including your own services in your blog will erode trust and will also come across as a sales pitch, and no one wants to read a sales pitch.

2. Write about common problems

People are searching for solutions to their problems. Blogs need to address these problems and provide answers to them. Put yourself in the shoes of your clients and prospects and think about what information would be relevant, compelling, and useful to them.

3. Identify the questions your customers are asking

One great way to write about the problems that your customers are looking for answers to is think about the questions your prospects have. Write down *all* of the questions your customers would have about your product or service. Your answers to these questions become your blog posts!

4. Focus on one topic per blog post

Simplify blogging by keeping things simple. While writing your commercial real estate blogs you may generate a bunch of related ideas and topics. Write about one topic per blog and one topic only. Staying focused will make your blogs more powerful and memorable. And, you can pull out the additional ideas and use them for future posts!

5. Don’t try to cover too much ground

Look at your topic and ask yourself if there are sub-topics that fall underneath it. For example, you could write about sales, but sales is made up of prospecting, lead generation, the sales pitch, the proposal, the close, etc. Each one of these subtopics are separate blogs. Writing shorter, more concise blogs make for a more compelling read.

Follow these steps when writing your commercial real estate blogs and you will end up with unique, educational content that will attract customers and build trust.

For more challenges faced by CRE brokerage owners, and how to overcome these challenges, CLICK HERE.

Mar 24, 2015Rod Santomassimo
4 years ago 4 Comments Marketplace PartnersBlogging for cre brokers, Coaching, CRE Coaching, Good blog topics for cre brokers, Great commercial real estate blog topics, How to blog for commercial real estate professionals, North Carolina, Rod Santomassimo, The Massimo Group317
Rod Santomassimo

Best-selling author, highly sought active speaker and industry thought leader, Rod N. Santomassimo is the founder and president of the Massimo Group, North Americas’ premier commercial real estate coaching and consulting organization.

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Comments: 4
  1. theBrokerList
    4 years ago

    Rod, These tips are for anybody in business and is an awesome reminder for anyone to keep at the front of their mind when writing blogs! Great list. Thanks I will use this list myself! Glad to have your contributions!

    ReplyCancel
  2. SVN | SouthLand CRE
    4 years ago

    Five great tips Rod. Thanks for sharing!

    ReplyCancel
  3. Rod Santomassimo
    4 years ago

    My pleasure, we will keep them coming!

    ReplyCancel
  4. Nigel Wraight
    4 years ago

    Good advice, and thank you for the post. Admittedly I find a writing block at times because I want to avoid anything repetitive and /or boring, thank you for the inspiration.

    ReplyCancel

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