First, let’s demystify the blog by separating the medium from the message (or the content of your blog). As a medium, a blog is an interactive website that allows you to instantly self-publish (or post) time-stamped content such as text, photos, audio clips, videos and links to external content on the internet.

Your blog also allows visitors to post comments and forward your blog to their friends. Other blogs can be linked to your blog so your posts can appear in many places at once like a syndicated newspaper columnist. This interactivity is what makes blogs a social media versus printed newspapers, magazines or TV. There is a plenitude of free blogging platforms. It only takes minutes to set up your blog and publish your first post. It is that easy to become a self-publisher.

The shift in power that is taking place in the world of traditional publishing represents an unprecedented opportunity to become a popular source of real estate news in your marketplace through self-publication. Can you begin to see why the current market leading agents are vulnerable? A competitor can readily seize this opportunity to become the local expert, the go-to columnist that is repeatedly quoted in other publications and other people’s blogs.

Becoming a Syndicated Columnist

Now, let’s take a look at the message side of the blog equation. Have you ever watched Andy Rooney’s spot that is aired at the end of every 60 Minutes TV program? He usually gives a two or three minute commentary on something that interests him. His inimitable style is charming, humorous and witty. A very distinct personality is exactly what your blog needs if you want to stand out in a sea of blogs. Your blog needs a unique slant to build readership/viewership. Most importantly, it must be authentic.

A successful blog should be like a thoroughly engaging editorial or news column in your local newspaper that is somehow tied into the subject of real estate. The theme of your column must be centered on something that you are personally enthusiastic or even passionate about in order to sustain your own interest over time as a publisher/columnist. If the message is not newsworthy, entertaining, informative or a solution to their problems your readers will quickly lose interest, too.

This is part of an ongoing series about Luxury Real Estate Marketing . Get Fluent. Get Affluent! Subscribe to The Language of Luxury by Email or RSS Feed. Comments? Please use form in left column