How to Demonstrate Your Expertise by Blogging on These 4 Categories

At the end of this post is an exercise you can download to brainstorm a year’s worth of weekly blog posts in 10 minutes.

I remember the first day after I was honorably discharged from the Marine Corps.  It was the day I started working with my dad in the commercial real estate industry.  I knew nothing beyond what I picked up from growing up with two parents in real estate.  I didn’t have a license.  I didn’t have business cards.  I was as green as they come.  All I wanted to do was hide in my office.

Photo from

Photo from

I remember having the nagging thought:  “Who would want to work with you when they could work with your dad?”  It took me two years to get over that self-doubt.

It is one thing to gain self-confidence, and that takes time.  Your industry also needs to gain confidence in you.  You need to become known as an expert in your field.  I like to talk about this as dominant market presence.  Are you, your company, or your product the first thing that pops into potential clients’ or customers’ minds?

Additionally, if you still haven’t bought the idea that you should be blogging or need help setting up and launching your blog, read this post on the subject.

I believe a blog is the quickest way to gain this dominant market presence.  You can become known as an expert, gain dominant market presence, and cultivate the next generation of clients and customers by blogging in these 4 categories.

Blog on These 4 Categories

  1. Deal Stories – Stories are an incredible way to engage with your audience.  They often allow you to connect with your readers on an emotional level.  This invites your readers into your post and keeps them there.  Stories of real situations are also valuable to your potential future clients.  Plus, stories allow you to demonstrate your expertise without tooting your own horn.  Your deal stories should include these 3 sections:
    1. Situation – Give the context of what was going on.  Why were you hired?  What challenges was your client facing?  Giving the context allows your readers to relate.
    2. Steps – What did you do to solve your clients problems?  What did you do to help maximize your client’s best interests?  Share what happened, but be careful not to sound like a commercial.
    3. Solution – Here is where you describe the results.  This is the culmination of the story.  If done well, the reader will have a better understanding of the service or product you provide and how that product or service can benefit them.
  2. News – Blogging about the news demonstrates that you are in-the-know about what is happening in your industry.  However, the news can be boring.  You do not want to just regurgitate what your readers are hearing from other sources.  If a certain news topic is becoming a topic of conversation at the water cooler, you should blog about it.  Demonstrate your expertise and experience by giving your take.  A word of caution:  only blog about a news topic if it is applicable to your industry.
  3. Market trends – This topic can also be boring so be careful.  I would not blog about market trends more than once a quarter.  However, demonstrating that you are aware of market trends is important.  For some of your readers, this information will be valuable.  It puts you in the position to become a trusted resource for timely information.
  4. 101 Topics – In Commercial Real Estate, every successful investor did their first deal at some point.  Donald Trump did not come out of the womb as an expert.  He had to learn.  By blogging about the basics of your industry, you have the opportunity to educate the next generation of players in your industry.  In the next 20 years, we are about to see the biggest transfer of wealth in the history of the world.  By educating the next generation of your future clients, who do you think will be top-of-mind when the next generation has a need for your product or service for the first time?  You will!

A huge hurdle for many beginning bloggers is the anxiety of knowing what to blog about.  As a bonus to this post, I have included a simple exercise I use with my coaching clients.  In 10 minutes, you can brainstorm these 4 categories and produce a year’s worth of blog topics.

Knowing what you will blog about for the entire next year is like a warm blanket.  This single exercise could lead to your success in building a powerful blog that increases your presence, solidifies you as an expert, and cultivates the next generation of your future clients.

Question: What are you doing to ensure the success of your presence campaign in 2014? You can leave a comment by clicking here.

Download Your Free Exercise

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Please note: I reserve the right to delete comments that are offensive or off-topic.

  • abuchanan

    Hey Bo,
    Happy new year to you! I really agree with your point about market trends…once a quarter is a great suggestion. Hope you enjoyed the holidays!

  • Bo,

    Yes, blogging is huge and can be very effective, but it takes much work to be found online. So to give your brand and blog some momentum, let your clients know that joining theBrokerList is a great boost and helps you meet other bloggers and be part of a great network too! Once you join our network you will pick up pointers and meet many other bloggers too!

    Great post and one I will definitely refer folks too! Happy new year Bo!


    • Linda – I completely agree about the value of theBrokerList. Maybe you can give me a guest post siting the benefits of joining theBrokerList. How does that sound?

  • Those are good prompts.

  • BrokerRoster

    Bo, thanks for all of your great posts. Happy New Year!

    • Bo Barron, CCIM

      Thanks my friend. Here’s to an epic 2014!

    • You are very welcome, and thanks for the kind words. Happy New Year to you as well!

  • babote

    Happy New Year, Bo! Great post. Very informative. Blessings.

    • Blessings to you my friend. May you have an epic and prosperous new year!

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  • Lowell Peabody

    Personally, I’d make market trends more important and 101 topics almost non existent. Market trends can be a lot more than market statistics, but more often that not that’s where brokers go. Trends could be in construction, buildout, team building and coordinating an assignment. A trend might be that more companies are starting the planning process earlier than ever, bringing on an architect early to review space needs and identify efficiencies that can be put in place for the search. In fact an architect could be a welcome guest blogger. The broker builds a relationship, shows networking/team capability and hopefully presents interesting information in a different way of recognizing market trends. Clearly there are many opportunities a broker has available to consider.

    101 topics are only relevant if there are enough of these “future” real estate decision makers to make it worthy. Otherwise you are directing this to the current decision folks and not providing anything new. It might be interesting to maintain a part for deals in the market. No one said you have to mention the other brokers, if you did not do the deal personally, but shows a working knowledge of the market. No highlights of your activity beyond the recognition given to other deals.

    Whatever the categories, there are no cooky cutter lists of topics, it is important to be relevent to the audience. Metrics can be invaluable here. Monitor the success of the blog and the articles. Great idea to be organized and plan ahead in any event as Bo suggests.

    • Lowell – you and I agree on being intentional, planning ahead, and paying attention to metrics on engagement, etc.

      We disagree on the 101 topics. Demonstrating your grasp on these topics shows your expertise to even sophisticated investors.

      Thanks for the comments!

  • This is packed full of great information. The part that resonated with me our need to work at our self confidence/industry confidence in whatever we are striving to do. Know that it doesn’t just come and it does take time. If we keep working at it, we’ll improve and gain a worthy reputation. 🙂

  • Good advice! Thanks for sharing your insights!

  • Stuart Feldman

    Well said. I am thinking of helping people with cap rate calculate which we recently designed. Please have a look at here and share your thoughts on which topics we should include more on our blogs. I appreciate for your response to this.

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