She's retired, but still has her hand in real estate. Never had a website, but a consistent top producer. Her roots are deep in town, and has built her business on her sphere of influence and reputation. So, why does she need to blog? In an effort to keep your attention I am going to abbreviate her strategy, and then explain why the blog is a sound solution for her. Her name is Pat, and we will be following the development of her blog as an example of the success of the Unexpected Blogger. There is small city in North-Central California that is expanding its city limits, and the commercial development of this new expansion. Currently the land that is being included in this expansion includes large ranches, raw land and pastures. Once this change is made, ranchers, farmers and large acreage owners are going to be looking to sell their large parcels for obvious reasons. Sue is actively involved in the city's proposed changes. She also has a relationship with the 30 or so land owners that will be directly affected by the expansion. The strategy that Pat has is to be the liaison of information, report, and professional opinion regarding the city's plans for expansion. She will be recognized as the beacon of clarity for the land owners trying to translate the expansion's effect on their livelihood. Building this resource and trust would be difficult using conventional newsletters and other traditional communications. Here's where the blog comes in. By posting her updates after municipal meetings, she can instantly get the news, knowledge and opinion to her interested parties. By reporting on the development of the expansion and its effect on the lands currently outside the city limits, she will be solidifying her importance to the land owning community. In turn, she will have built their trust, and have a sure shot at representing them when they are ready to sell their property. That is why she needs to blog. |
