The Real Estate Tomato thinks it is a no-brainer to trade in your pay-per-click Google Adwords campaigns for the keyboard and a blog. Here are their 7 reasons:

1. Longevity
2. Long Tail
3. Clickability
4. Trust
5. Relevance
6. Cost
7. Internet Marketing Skills

I certainly agree. I would also add a couple of additional ones that are critical even if you continue pay-per-click:

1. Credibility
2. Quality

Even if you are focused on the immediacy of the pay-per-click model. I would recommend building your content foundation to maximize the opportunity to convert those clicks. A blog or a good, content-rich website is fundamental to success with these ad dollars.

Tags: blogging, ppc, real estate, mortgage, lead generation