While just over half of agents claim to have an online blog, fewer than one in five say it helps generate business.
Real Estate trainer Josh Phegan told Real Estate Business that agents should not expect blogs to bring in clients.
“Blogs aren’t hard hitting sales tools; they need to be thought of as supportive and secondary marketing tools,“ Mr Phegan said.
“I am still yet to see quantitative evidence that blogs equal return on investment when it comes to generating more business for real estate agents.”
According to a recent Real Estate Business straw poll, only 17.8 per cent of agents believe their blog helps generate business, while 37.9 per cent said it didn’t help and 44.4 per cent didn’t write a blog at all.
“Blogs are more about relationship building and developing a regular presence among your database and the community in which we work.
“A good blog should be informative and more about providing tangible information about the marketplace,” Mr Phegan said.
Joseph O’Loughlin from O’Loughlin Real Estate writes a blog but claims that keeping it updated is overly time-consuming.
“We do try to keep up with our blog, but we struggle to find the time,” Mr O’Loughlin said. “It’s very time-consuming, but hopefully we can find some time soon to post some new material.
“We don’t necessarily write the stuff ourselves, but we tend to share information that a buyer would find interesting. We had a good response from buyers who found us online, and would comment on how informative they found the blog when they came in.”
Mr Phegan said the best way to maximise your blog’s potential is to work within your community.
“Don’t just make your blog about property; make it about the wider community and position yourself as the place to go for information about the area.
“List or include local news and updates, what’s on at the weekend, events calendars, local hangouts, schools, restaurants – connect with established communities and post their details.”
Blogs will, however, never replace getting on the phone and talking to people, he stresses.