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How This CRS’s Obsession Nets Him 20% Of His Clients

| Mar 07, 2017

What started as an experiment in blogging turned into an obsession for CRS Bob Gordon.

Gordon, of Berkshire Hathaway HomeServices Rocky Mountain Realtors in Boulder, Colorado, challenged himself to blog once every day for a month, then it turned into a year and then two years. Now four years and a few jabs from his wife for wanting to blog everything, he still blogs weekly.

But he says at least 20 percent of his clients found their way to him through his blog, Boulder Real Estate News

“People contact me through my website and they know they can trust me from day one, because they see that I know what I’m talking about,” he says.

A blog about buying new construction led buyers to his door, and days after contacting him, Gordon had them under contract to buy a new home.

“They told me they knew I was an expert at new construction,” he says.

Besides the blog being a boon to his leads, he also links to various posts on his blog during a transaction. For example, he tells clients he’s going to be using DocuSign and sends them a link to his blog explaining the service and its security protocol, so they know how to use it and feel at ease sharing their information that way.

It takes him about 45 minutes to an hour to write a blog post, and he’s always on the lookout for new ideas, new happenings about town, things to take pictures of and ways to build his content library.

1. To generate ideas, look around

Gordon looks both online and in his community for ideas. “The first seven posts were super easy, after that it’s like finding keywords and writing about something unique and setting aside the time to do it,” he says.

He started by working off a big list of 100 ideas for real estate blog topics and began to expand from there. Now, his natural curiosity (and keywords) leads him. Here’s a few places to start:

  • Take pictures, even if you don’t have a full post in mind yet. For example, he takes pictures of cool treehouses whenever he sees them and eventually culled that together in a post.
  • Write about new businesses and connect with the owners. This not only represents a new connection but also a chance to get in search traffic early when there’s not a lot of press for that business.
  • Go to Google keywords and try different combinations of searches, such as your territory + real estate and see people are searching and right to those keywords, so you too come up in local searches.

2. Be where the mega bloggers are

Gordon recommends finding the big bloggers in real estate and joining Google + and Facebook groups they are a part of. Gordon estimates there’s about 15 or 20 of these mega bloggers who earnestly read the work of their fellow agents and then do a round-up post that link to these agent’s blogs, such as Gordon’s. They share the post, and then more agents share that post and pretty soon, Gordon is watching his traffic spike.

It’s a dual benefit move: “Getting involved with other bloggers is a great way to get ideas and to help promote your blogs,” he says.

He also found websites he liked from other agents, like the Red Wagon Team in California, and implemented some of the search tools he found on their site that helps him boost traffic.

3. Know when to call in the pros.

Gordon spent the first two years of his blogging career without doing any paid search, but eventually, with a growing catalog and a good chunk of organic traffic, he was ready to bring in a professional, the local company Hyper Dog Media. The company helped him with an improved list of SEO keywords to implement and own. He also uses an SEO tool on Wordpress called SEO by Yoast.

“I’m always chasing that little green dot,” which indicates when Gordon hits the sweet spot for his SEO keywords and other tasks.