"There really doesn't seem to be a local blog in Chicago for commercial real estate, so we saw a need and a niche out there not being filled and hopefully we can cover it," Lynn tells GlobeSt.com. "Hopefully on the local level, it can be something for investors, brokers and people interested in commercial real estate to go and pick up some useful information. We'd eventually like the blog to become a forum for Chicago commercial owners and investors in the market, and hopefully we'll start to get some feedback and some back and forth between readers writing back on whether they agree or disagree with what we wrote."

Since so few brokers blog, Lynn looks at this as a unique opportunity for his company, a small firm founded in 2006, to get its name out into the market. "We're spending the time, energy and money to put this blog and information together, and the hope is that people will enjoy reading it and come back regularly so it will promote our name and generate business for us down the line," he says. "It's our plan that business should come just from a natural progression of things if people are reading it and finding it insightful and useful. It will get our name out there and create word of mouth."

Lynn says his firm has only seen limited response so far, but all of it has been positive, with many past and current clients commenting on the unique idea and approach. The blog will also allow provide added perks for Building Equity's clients, Lynn says, with the opportunity to blog about properties the firm is handling. It will focus on coverage of multifamily, retail and mixed-use properties.

"We're using it a little bit on marketing, for example, if we think we have an interesting property, we'll post something about it to get some extra exposure for that property," he says. "Our clients like that, because we're not only doing what we normally do, but also writing about it. Hopefully people will take a look at it that maybe wouldn't see it through traditional means."