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Man Your Blogs and Get to Work!

The Big Boys are moving into blogging--in force.

At Inman's ReConnect, Alex Perriello, President and CEO of the Realogy Franchise Group (Century 21, Coldwell Banker , ERA, Sotheby's), stated that their brands would be moving aggressively into the world of blogging. He said something to the effect that they would be ramping up quickly --and in a big way.

Now, Active Rain's and the Real Estate Tomato's Blogging for SEO guru, Jim Cronin, will be evangelizing the benefits of blogging to a few thousand top-producing Keller Williams agents at the KW Mega Camp being held next week in Austin, TX. There, Jim will be addressing such subjects as:

How Web 2.0 Has Changed The Online Playing Field

Why Blogging Is Taking Over Real Estate

Why Blogging Works So Well In Search Engines

What It Takes To Be A Successful Business Blogger

How To Get Started Blogging.

Though things may seem ultra-competitive in our little world of real estate blogging and here on Active Rain, I think the battles for position have only just begun.

Do you think the Realogy brands or Keller Williams or Prudential are going to let individual bloggers beat them in search engine rankings--if they can help it? I think not.

More than ever, it is important to put your best foot forward, ignore the "noise" and get down to serious and meaningful blogging. Our future clients want to read about their future neighborhoods, their future schools, their future recreation--and get a feel for the character of their future agent.

Make it good!

Search San Diego Real Estate

Luxury Homes and Lifestyles

Posted by Roberta Murphy - Carlsbad Real Estate North County San Diego Realtor on 08/19/2007 03:05 PM

Comments (87)

blogging, seo, realogy, real estate tomato

Originally posted at: The Real View: Man Your Blogs and Get to Work!

87 Comments on Man Your Blogs and Get to Work!

AUG

2007

Roberta - Gotta agree 100% - just wish there were more hours in a day - I think it goes back to what Dean Jackson says - marketing about neighborhoods. Thanks for the warning.

You are so right on Roberta.. Thanks for the heads up and inspiration... The important topics must be placed as well. "What our future clients will be looking for!"

Roberta - Great insight. Thanks for getting our troops rallying in the right direction.

Cyndee: Drill down into the neighborhoods, the streets, the schools, the soccer teams or whatever you can find. Do so and you'll be found.Unfortunately, I also know abouut those time constraints--especially if you are active in real estate.

Christina: So true.

Marlene: Thank you! I speak to myself as much as anyone else.

I wonder if the big boys blogging are going to benefit those of us who own franchises under their names?

Jeff: I have wondered the same thing. If I were you, I would blog actively outside their umbrella--and graciously accept anything the master franchise has to offer.

Hi Roberta,

I think blogging is just one more tool in the real estate tool box. Those who will, will benefit from it, others won't. If it's o.k. to make another comment, I think your comment to Jeff F. is right on.

I am trying, I am trying but I don't seem to find the time to get out with my camera and take some pictures for my Localism post. I shall soon, promise.

The good news is for those of us that have been actively doing it we know the commitment it takes - which is why I believe so many don't - the real challenge in my opinion will be "who is blogging for them?" - agents or ghost writers - the shame is that the beauty of blogging now is clients connect to the writer and then hire that writer/real estate agent - wonder how people will feel to read one person's writing and then MEET another.

AUG

2007

I saw bring it on! You can't make money in this field if you can't run with the big dogs :)

Darn....so that means that the big boys in my area actually will learn about computers too :) :) Personally I liked it when they couldn't be bothered to blog, but it was bound to happen sooner or later.

The BIG BOYS might like the idea of blogging, but it still takes an agent, one by one, to blog.

Roberta - I feel like the number of bloggers will be a slow build because it takes a lot of time to do it effectively, and many agents are too busy, too lazy or both. I guess it's possible that the bigger machines will start to take over, but the nature of blogging doesn't really stop anyone from rising to the top of the search rankings. It is the great equalizer. As agents start to retire and younger ones take over, things like blogging will be second nature, and likely much more popular.

This just keeps me inspired to keep blogging to stay up on top in my area.

A meaningful -Well thought of blog that includes key words and the odd link and picture takes time and requires a real person (with a brain). I can't see how the average joe realtor is going to compete with well established bloggers. Large companies - Sure , they could hire a bunch of people just for this purpose, but will miss the personality of the individual agent , which the public --Who reads these blogs - will hopefully see the difference.

Keep Blogging !

Lynda: I agree-and thanks!

Darrel: I try to make it a habit to carry my camera (not always successfully). The photos are useful not only for Localism posts, but for other blog articles as well.

Cyndee: Ghost blogging is already occurring is our San Diego market--and the services are being offered by at least one website provider, who subcontracts with another service for the material. The problem with the ghost writing is that it lacks sass and character.

Dawn:You are so right. I've always enjoyed batttling them on the internet's level playing field;-)

Kathy: Many still will not have the time, but I think we will see an explosion in real estate blogging.

Todd: I agree, but predict the big box companies will provide a corporate platform for agent blogs. That way, not everyone will have to blog all the time (or even particularly well) to drive traffic.

Adam: Wisely spoken!

Linda: You go, girl!

Paul: The "average joe" who gets into a blogging groove will be able to compete with the big boys. It is a practice that just needs to be done consistently, with lots of patience and a good dose of passion.

A wonderful post Roberta, Thankfully we are slightly ahead of the curve, but as you say they intend to move aggressively. Maybe we better prepare ourselves to do the same thing. I need better balance and am working on that. Finding things of interest related to housing is getting more and more difficult but the parts missing are the individualized efforts for each community and the wealth of material that would exist. Besides there is just so much you can say about process. Substance of community though is likely the right way to be aggressive.

Professor William: I agree that we are likely ahead of the curve--and have much of the hard work at establishment behind us. It is now a building of local material.

Love your blog on http://www.tomatothemes.com

Thanks for the head up. It's a good thing I enjoy active rain and blogging. It does take time, a lot of time. I hope I can keep up

Roberta- Good heads up for us all.. I think you hit upon a very important point when you noted:

The problem with the ghost writing is that it lacks sass and character.

This is also the problem with a corporate blog.. One of the things we have all noticed is how much our readers like what we write and our knowledge of the local market. Blogging isn't like a static website.. I suspect the boys in suits haven't quite got that bit of info yet..

Thanks for the kick in the B____T I needed that. It can get difficult to find the time, but one needs to make the time. It is a great resource and is well worth the effort.

Diane: Just feed your hobby!

Kaye: Psst! Let's keep it a secret! And oh: Jim Browne lit up when I mentioned your name and sends his regards.

Joan: LOL! I debated putting up a photo of combat boots:-)

AUG

2007

I feel sorry for those agents that are not getting into this game called "blogging". It's definately a hot area in Real Estate right now and will be for a long time to come.

-Keith

RE/MAX Olympic, Manassas VA

http://www.MyRealtorKeith.com

Congrats on getting featured - well deserved Roberta - I got my combat boots on so when do we start singing.."these boots are made for walking.....one of these says these boots are gonna walk all over you" LOL Maybe we should write new lyrics - These hands are made for blogging...- ok it's Sunday and I'm having a fun day.

Thanks for this information..lets, BLOG, BLOG, BLOG

Roberta, I think you're right that with a corporate blog the agents won't have to write as frequently. That's the positive for them. The negative is if The Big Boys want to keep everything the same to further the brand and the "consistent experience". If their blogs are like their corporate agent websites, it's to our advantage and the customers' disadvantage. That's missing the point of blogs - the individuality, the relationship, the voice.

Thanks for the heads up. Maybe the NY Realogy group will explain to us all why not representing buyers and leaving "exclusive" on their signs is effectively working for the fiduciary- this could get REALLY interesting in New York!

the word is out on the streets and times are changing. Successful bloggers bring credibility to their business practices. They key is to balance business, blogging, and personal time.

If the "big boys" hire talented people to blog for them, that will be one thing - if they just take it on, without any heart, as a corporate move to gain SEO, then the threat is much less.

Blogging, at core, takes heart. Without heart, you have no blog worth reading. You can't buy heart (well, you can try, but the person blogging has to be sincerely connected to the content - someone just going out taking pictures of parks and writing about local interests may have some effect, but if blogs become too poliished and corporate sounding, they won't be blogs, they will be something else (corporate marketing or PR pieces - gag!)

Roberta, interesting. But, I have found that you can take a horse to water but NOT make them drink. Why would they consider blogging, at least in my area, which it known for technology. I have invited many, do you think they will reallys start ? I'm sorry but I am so skeptical. My broker had never heard the word blogging until January, when I told him.

I even bought them Paul Cheney's book to read.

I just don't see it................RE/MAX has the best teaching tools available, streaming video's, Satellite Network, distance learning. It is so under-utilized.

We'll see...................maybe I'm wrong.

Thanks for the post Roberta, real estate blogging has to be local. While it's ok to add flavor, agents will need to compete with the big firms with the deep pocket. The last thing corporate want is to be found on page two of any search engine. Those that don't have the time to blog or have limited time will need to consider outsourcing to keep the content flowing and fresh. Those that have the time, put on your thinking caps. Just make sure the content has value.

Those that a lost for content shoudl search active rain. There are several great posts and comments regarding resources. The new game is called Blogging for $$$$$$.

Regards,

Carolyn Nelson, NAR Certified Real Estate Assistant | Carolyn@OnlineREPA.com | http://www.onlinerepa.com/ | Bus: 877.717.4491 | Fax: 866.590.2269

I believe that this is another case where the big firms will try to take over the momentum that some of us have gained just like they did with web sites. However, it still takes individual agent effort to get the local flavor that consumers want.

We'll see. I don't believe that enough agents are ready and I don't believe that the big boys will make the financial commitment.

We'll see.

It will be interesting to see what happens, AR roles will be growing soon

I just hope C.B. uses the same format that they have been. Their current format is not search engine friendly.

It's like you can bring a horse to water but you can't make him drink. Real estate has shown me that some Realtors put forth real effort to moderize and some don't. The same goes for writing and blogging. There are many people that don't find a comfort zone in writing or public speaking even though it has been around since the begining of time.

I have invited many other assosiates to AR to blog but only one has posted in a blog. It shows me that there is a fear of trying. Maybe more a fear of showing others who they really are. Real blogging comes from within. It's not about statistics or slick pictures or fancy dialog from a professional writer. The big companies are just flapping their wigs and blowing up some dust because they see true individuals doing a good job and getting some well deserved attention.

It is going to get highly competitive in the real estate market in the coming year. As blogging grows in popularity and effectiveness bigger companies will be promoting blogging to their clients to grab market share...time is tighten up the boot straps and get to work :)

Blogging is as local as your farm so the big guys won't be able to write personalized or micro local blogs. I also feel that blogging requires many skills that your average real estate agent does not have and will not be willing to learn.

Keith: And most of our readers don't even realize they are reading a blog. They assume it is just a relevant article to which Google referred them.

Cyndee: LOL! Finish that song.

Melissa: You go girl!

Sharon: I think you're right, but let's not let them know anything different:-)

Laurie: Perhaps Realogy should hire you as a consultant. On the other hand, please don't share your wisdom.

Tracy: Hasn't balance always been an issue in real estate? It sure has been for me!

Deborah: I hope you are right. If they (big boxes) become SEO machines, though, it will become more difficult for many. That is a key reason to become correctly educated in SEO.

Missy: I know you are right, because we experience the same thing in our office and in our group. I believe a few light bulbs are starting to shine, though....

Carolyn: Thanks for the input from your perspective. You are right on about Active Rain being a rich resource for inspiration!

Lenn: The big firms may be too busy trying to salvage agents this year to even think about setting up blogging sites. On the other hand, that may be their salvation. Ironic, huh?

Michael: Active Rain has become a force that all established real estate organizations should recognize.

James: Heh, heh! Me, too.

Lizette: Your analogy between blogging and public speaking is an apt one. Fear of ridicule is huge.

Toby: Amen!

Tracey: Unless they hire local writers. Redfin is doing that in their markets. $800 month for a few articles a week.

My broker began a blog last spring. It's PR and advertising - not local. Not the same thing as the blogs that we agents do in talking about the neighborhoods or local stories. Their web sites aren't set up for SEO and unless they do something different, their blogs may not work in the same way as our blogs work for us. Time will tell.

As a Keller Williams blogger I am here to tell you that my blog gets more traffic than the KW Integrity site that is for four offices. I am also beating out several companies including Homegain.com for some of my number one spots. I think the individual has a huge advantage over large companies when it comes to blogs. I also beleive that small is the new big. :)

I wonder if they are planning a corporate blog or they are going to sell template blogs to every agent. As a CB agent in urban NYC, I find most of their corporate marketing tools while good are too suburban oriented for Manhattan.

I'll keep doing my thing and see what they offer. I suppose I can have 3 blogs as long as I don't have to write anymore.

I say Great! My Market is Real Estate Sales Brokers - Agents and Homeowners. But a blog is just more then another form of a MLS. Most that I have asked do not see the need and if they are going to do it just to say that they too have a blog then the readers will know right of the bat who is real.

Great Post and thanks for the heads up!

Just as I am finally getting the feel for this here comes the big boys. At least this time I was doing this first :~)

This post reminded me of one Laurie had put up a while back about Cendant and REalogy.

The topic really has gotten me inspired to expand on this issue on OptionsRealty.

Thanks!

Sean Stark

HI Roberta, Thanks for the good post. The big brands may be slow to catch the next wave but when they do get up to speed they will be very focused. Hang on.

I believe that the individual Realtor, blogging away solo, will have a "stickiness" that no corporate entity can match in the long run. Guerilla warfare is the closest comparison... each of us shining our light on the topics near & dear to us, versus the monolithic corporate giants using the "too slick by a half" approach to those same topics. What do you suppose the consumers (and the search engines) will like better? Blog on, comrades!

It doesn't make sense to me that the major brands would start high-level corporate blogs. What could they possibly offer that isn't already out there? A better approach would be for them to leverage their capital and technology to supply a blogging platform for their agents that integrates with lead generation and client management. Then it would be up to the individual agents to use it effectively.

ouch! Here we go gang! Thanks for the heads up Roberta!

I am not to worried about local brokerages getting into the blog game. They would have to hand pick good writers for one thing, and most would want to keep the topics geared toward their brokerage and getting business. Some readers hate to be solicited so I am not to sure how good they would be at it. If they instead gave it to their agents, I am still not too worried. Maybe 1 out of 50 would actually do it!

Elaine:They should take their cue from Active Rain.

Teresa= Petite Bombshell. Small works.

Mitchell: I wouldn't stop what you are doing. Perhaps you could syndicate your private blog to a corporate platform?

Shane: I agree--and y ou are welcome!

Dan: Isn't the best offense a good defense???

Sean: Go for it!

Bill: Thank you! I think many of us are well prepared;-)

Patrick: Write on! Personal perspectives are usually much more interesting--and sticky.

John: That is what I imagine they will do. Again, think Active Rain and how such a model could work for the corporation.That also relieves the average agent from feeling the responsibility of maintaining a personal blog.

Janie: Just write and shoot and write;-)

Jennifer: I think your ratios are far too generious:-)

I agree about the neighborhood aspect. My market reports have been my best blog posts.

Thanks Roberta - When I joined Active Rain back in February of this year I thought blogging was something people did that didn't have a real job and had nothing better to do! It didn't take long, thanks to Karen George, for me to start thinking differently. I soon started to realize the power behind blogging and how Google embraces Active Rain and Localism. I am a firm believer!

Michael: Your market reports should sustain you for a long time to come--as long as they are updated regularly.

Thanks for the information. We've all known it all along that others would figure this out. Still think it's an agent level work ethic that distinguishes us.

Great post Roberta. I have posted less than 25 blogs and have already gotten leads from them! Ahhh the power of the written word! Don't let that keyboard have a minute of rest!

Richard: As mentioned before, the big firms may be more preoccupied in maintaining agents and business than in forging new avenues. On the other hand, times like these present the greatest opportunities for cornering market share.

I agree, it was only a matter of time before this happened. Now is the time to make your presence known.

Hi Roberta, Thanks for your very kind remarks about my blog. Believe it or not, I am still trying to get used to all the features. I haven't begun to tap the potentiaal but I sure like the idea that I have one well underway. I would hate to be beginning the set up for one in a year or two (late) when most others REALTORS figure it out.

Great post Roberta. Anyone who didn't expect this had their head in the sand. We've only seen the tip of the iceberg in RE blogging. Five years from now, it'll be a totally different blogging world and things will be much more competitive, much like it is in the "real world" right now.

Roberta........I am a Coldwell Banker agent and have been hearing about this new blog that is supposed to coming down the pike for at least 3 months now, maybe longer. I look forward to it coming because I don't think one can be on too many good blog sites.

Duane Hosek in the Black Hills of South Dakota

AUG

2007

I doubt this is surprising to active, Active Rainers. Blogging is not just a fad but a completely new industry within our industry.

Great post. I still need to post market reports which is my goal for this month. Thanks for the "heads up" - now, back to blogging!

Roberta - as you know, those on the race track already have quite a few laps under their belt, but the race is ALWAYS on. There are pioneers, then the main stream, and then the followers. I know where we are, the rest will catch up, but only after we have moved on to the next level or the next greatest thing! Great post, I love reading your blog! Thanks!! :-)

It was only a matter of time before they got involved in blogging but I highly doubt that anything they do will be content that contributors can take with them. In other words, the highly talented bloggers already understand the concept and are not going to contribute to have leads charged back to them. (It's also Pretty senseless to contribute to something that you can't take with you if you change companies or decide to make a name for yourself.)

Providing company websites (long after many of us already had our own) certainly has not helped out any and the agents that actually use these are a little green if you know what I mean.

If you teach your agents too much, they might not need you!

How interesting! Thank you AR for giving us a competitive edge all this time! Enough so that the Big Boys are now wanting to lay in our sandbox.

Joe: Agreed!

William: "Tis the truth. The robustness of WordPress (along with the open source features geeks keep adding) amazes me. I come to appreciate it more and more. Jim Cronin says his biggest mistake in blogging was not using the WordPress platform in the beginning. If he were to move from TypePad to WP now, he would lose his high search engine rankings.

Ryan: Wouldn't it be fun to peek at our online world five years from now? What I would give....

Duane: My Advice: Always maintain your outside blog and an independent voice.

Doug: So true.

Chrissy: Do aso, and you are a mile ahead of the big guys.

Brad: Love your vision--and thanks!

Paul and Michelle: You get it. I admire the few managing brokers in this country (and a couple are here on Active Rain), who encourage blogging on the part of their agents. But even these visionaries have trouble getting their agents to write.

Aliison: We all owe a huge thanks to Active Rain and its visionaries.

I read somewhere (can't remember now) that those big companies that plan to roll out blogs are going to have pre-written messages for their agents to choose from as their "blog". Ha! What good will that do? It will just be another advertisement, it won't be personal or local. Imagine a client logging on to their website and checking out an agent's so-called blog, then going to another agent's site in the same company and checking out their so-called blog...and bingo! It is the same blog! I think that will turn consumers off. They want original content, don't you think? Even with pre-written messages, I don't think too many agents will take the time to blog, after all, look how many can't even modify their websites to stand out from the crowd?

Ok, Roberta, You've inspired me to get moving on my outside blog as well. With the blog posts these past few days about outside blogging I suppose its time to lay down some new roots in Google;) Plus, its great practice for setting up new blogs!

Roberta, a little late to the party,here...been working! You are absolutely right...the bar has been raised.

And what a coo for Tomato! He is a man of integrity so all I can see are more good things coming his way!

Roberta, thanks for the heads-up on the upcoming blog battles. While the "big guys" may try to outgun us, the legions of "already been bloggers" will outrun them and win the war!

I think individual real estate bloggers have a totally different perspective to offer that is invaluable to consumers. We are out there in the neighborhoods with the consumers everyday.

Kelly: We should be so lucky! I had not heard of this plan--and I suggest we not clue them in the duplicate content issues....

Laura: Start planting!

Gena: Selling homes is our business, right? As for the blogging issue, I'm not sure whether the big companies will raise or lower the bar in blogging.

Brian: Yes!

Scott: I think that is what the big boxes are hoping their agent-bloggers will do for them.

We rule- Keep on blogging

Graham: YES!!!

AUG

2007

Just keep on blogging. The big boys don't understand heart and they do not build the know, like, trust relationship. They are not tuned into the station of WIIFM ( What's in it for me- the consumer). There websites are boring and self serving and you can feel the falsity. People want to connect with individuals. As far as more agents blogging- the 80/20 rule will apply, right now it is nowhere even near that mark. If you write good content with personality you will prevail. Katerina

Oh boy...look out ladies and gents :)

Great post.

Beth

Katreina: What will likely happen is that the big boys will establish corporate blogging platforms, which agents will be able to post on. That would be the way for them to build corporate brand in the blogging world (and google).

Beth: Thank you!

AUG

2007

Roberta, way to get my blood pumping and my heart racing -- I love competition! :-) Thanks for the insight.

Sondra: On your mark, get set....and GO!!!!

AUG

2007

The challenge is on. Quality over quantity though guys.

AUG

2007

Several things we've noticed about successful bloggers, for one they keep it professional! That should never change. The public likes to read informative topics, things that affect them and while they like the "blogging" format of less complicated vocabulary, they still like to see professionalism within the post.

Malika: Quality is paramount--and ultimately wins.

Chris and Maria: It is possible to be interesting, informative, humorous and professional at the same time. Personal agendas must be handled very carefully--and with a great deal of caution. The consequences of not doing so can be discomforting and discrediting--to say the least.

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