Perhaps the most important area of a business blog, is its content.  How you position your blog's content can greatly determine how successful it will be, and this is a lesson that hasn't been lost on Newcastle Square Realty.

Newcastle Square Realty is a realtor located in Maine.  You might assume that their blog would focus on who the company is, what they do, and the properties that they are selling.

But instead, notice that NSR focuses on the area of Maine where they are located.  And in doing so, they let us see the beauty and splendor of this particular area of the country.  We see people enjoying themselves at a Fourth of July parade.  We see the wildlife this area has to offer, and even a horse-drawn carriage making a deposit at a local bank!

And we see much more than that, we see two very important things:

1 - That this area of Maine is absolutely gorgeous, and that the people seem to love living here.

2 - That Newcastle Square Realty is very knowledgable about the area of Maine that they sell properties in. 


Whenever I talk to small businesses that are curious about blogging, they inevitably want to know what they can blog about, and why would anyone want to read what they have to say.  You blog about what your customers are interested in.  If I am considering buying property in Maine, two of the main things I want to know are more about the area, and I want to know if a particular realtor understand the area they are selling properties in.  With its blog, Newcastle Square Realty has shown me exactly why I should want to live in Maine, and why I should want to talk to them about buying property there.

July 15, 2008

Mack Collier is a social media consultant, trainer and speaker. He has been actively immersed in social media since 2005, and in that time, has helped advise, teach and consult with businesses of all shapes and sizes on how they can better connect with their customers via these amazing tools and sites. While being passionate about the social media space, what truly excites Mack is the human connections that can result from the proper use of these social tools. His motto is "Don't focus on the tools, focus on the connections that the tools help facilitate." His goal is to help his clients create those connections with their customers, and nuture them into relationships that help grow their bottom line.

His social media 'homebase' is The Viral Garden, which in 3 years time Mack has grown into an influential marketing/social media blog with a monthly readership of over 175,000. He is also a frequent contributor to the website Marketing Profs, as well as the marketing blog Daily Fix, and small business blog Search Engine Guide. His writings have been referenced in several mainstream publications and websites, including The Washington Post,, Ad Age, CNET, and The Boston Globe.

Mack is also a requested speaker and has presented at some of the top social media conferences and events, including South By Southwest Interactive, Marketing Profs Digital Marketing Mixer, and Small Business Marketing Unleashed. He is also passionate about teaching companies how to use social media sites and tools more effectively, and offers training and seminars privately to companies, in addition to his public speaking schedule.

You can learn more information about Mack's social media training and consulting services here. If you need a social media speaker for your event, or want to know where Mack will be speaking next, click here. If you want to email Mack, click here.

Mack wrote this bio. The third-person thingie is just for fun.


A blog would be perfect for realtors! Especially in such a competitive market. They get to show their personal side as well, something every realtor is constantly trying to do.

Any word on search engine ranking benefits or actual client leads generated from this blog?

Ms. Single Mama, I just did a Google search for 'maine newcastle realtor' and here's the results:

Note that NSR's blog is the #6 result, and also notice that THIS post is already the #9 result! This also speaks to the disadvantage that companies can be at, if they aren't blogging, while their customers are.

Real Estate blogs are important to realtors. But the lesson should really be for any small business is to create content across the board. The question is always one of creating an authoritative blog of tips and knowledge on the market, or a chatty type blog that is about the circle of others in and around the industry.
At the end of the day its about profit. Most forget this.

This is a great idea, I don't think it would work for everyone though as that view is priceless, I have certainly not got one like that but thankfully I am in a different kind of business from yourself.

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Search Engine Guide > Mack Collier > Blogging Case Study: Newcastle Square Realty