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Marketing Has Changed. When Will Realtors Understand That

By
Services for Real Estate Pros with Transparent BPO

Our company, Blogging Systems, attends a great many real estate conferences, conventions, etc. Seems I'm on the road a couple of times per month. We sponsor many such events, Richard speaks on panels, and we normally exhibit in tradeshows associated with the event.

I talk until I'm blue in the face about how, thanks to the Internet (particularly the next generation net, the Web 2.0), marketing has changed. It used to be "I talk and, consumer, you listen." Now, the consumer is using blogs, wikis, forums, social networks, SMS, podcasts and other forms of social media to do the talking themselves. Now, marketing is (or should be), "Consumer, you talk, and I'll listen." Or, at least we better be! And not only should we be listening, we had better be using the same tools the consumer is using to engage them as well.  

You guys get that. You understand that it's no longer about broadcasting a one-way message, but engaging consumers in dialogue. But, many Realtors I speak with don't. They still want to stage-manage the message and hold it closely to the vest. They are so worried someone will leave a critical comment, they're not willing to take a closer look or think about the deeper implications. 

So what if someone leaves a critical comment. Let me ask you. When, or if, that happens on your own blog do you rush to delete it? Or, do you moderate comments so that they don't appear automatically? Or...do you let the comment live, take it at face value, and respond accordingly with your own comment or subsequent blog post?

Even at this conference (LeadingRE) I've seen opportunities being missed left and right. For example, at Networking Night last evening, a major LeadingRE participant had two very cool booths next to me here in the Expo hall. One used a hockey theme and the other an Oscar theme. They left no stone unturned in terms of theming.  Set, lighting, costumes, the works! (Free champagne too.) The Oscar booth even had a 10-foot tall "Oscar" statute.

Hockey booth on Networking NightOscar booth

They were having fun, people were having their photos taken in front of the statute...it was great just to watch. But, because they don't realize the impact blogs can have from a marketing perspective, they missed a wonderful opportunity. They could have taken those photos, uploaded them to a blog, written a fun, creative post or two which could serve as an entre to talking about the services they offer (or not), and created something that would have served to humanize and personalize their company. Are they going to do that? Probably not. What a shame.

Another company here, a vendor, has a nationally syndicated real estate-related TV show. I won't reference the company's name, but the show is totally feel good and has an avid fan base. Are they blogging about it? Are they giving fans the opportunity to interact? Are they creating virtual community to energize and fuel consumer evangelism? Are they even posting clips from the show on YouTube, AOL Video, and other video sharing sites? Nope! Nada! Zip! Zilch! None of the above. 

"I talk, you listen" doesn't hold water any longer, not in this era. When will the real estate industry come to that realization? Soon, I hope. One thing you can be sure of...I'll be here on my soapbox ranting and raving about it. 

Comments (8)

Steve Scheer
Realty Oasis - Metro Brokers - Highlands Ranch, CO
Highlands Ranch Real Estate - Denver Real Estate
Paul, I would like to know if you will be at any events in Colorado.  Thanks.
Mar 15, 2007 07:43 AM
Paul Chaney
Transparent BPO - Crowley, LA
We have nothing scheduled currently that I know of. We are doing the Star Power conference (they are based in Boulder), but I'm not sure where that's being held. 
Mar 15, 2007 07:59 AM
Steve Scheer
Realty Oasis - Metro Brokers - Highlands Ranch, CO
Highlands Ranch Real Estate - Denver Real Estate
Thanks Paul.  I'll look it up. 
Mar 15, 2007 08:07 AM
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL
I love critical comments, I LIVE for critical comments - I wish I had more of them.  They make you think, they make you go into the core of a problem - The only comments I delete are the ones with profanity.
Mar 15, 2007 12:45 PM
Paul Chaney
Transparent BPO - Crowley, LA
Rick & Ines, you are a rare breed, but I applaud your willingness to take on all comers. 
Mar 16, 2007 04:12 AM
Art Blanchet
On the Outside Lookin' In - Sebastian, FL
Stranger in a Warm Land

Nicely written, Paul.  Often the opportunities are right under our noses - I know from experience. 

I've had my radio show over a year and the podcasts 6 to 9 months - I only started blogging with any degree of purpose in the last 30 days.  Part of it was ignorance of how people interface and  of how search engines search the blogs (and written words) rather than podcasts and spoken words.  Incorporating my podcasts and blogs has strengthened my web presence dramatically - now to grow the client base...

By the way - if you haven't already, check out PodZinger.com.  It transcribes voice to text - with no tutorial/dictation session - and time-indexes the PodCasts to start on the searched word or phrase.  It's having a tough time with proper nouns, but give it time.  Quite a leap.

Art

Mar 26, 2007 06:48 PM
Joan Mirantz
Homequest Real Estate - Concord, NH
Realtor, GRI, CBR, SRES - Concord New Hampshire

 

Thank you Paul...I really enjoyed this Blog. I am a 62 year old Realtor who remembers using a manual typewriter in school!

I am the only Agent in my office "doing it", my Broker thinks I've gone over the edge, my husband thinks I'm addicted and I am just plain psyched!! I may not be able to explain it to others in concise terms but I do understand it and plan to really work it.

I told my Broker to check with his web designer and ask him to see if our Agency has "risen" in the ranks lately (I know they have...cause I have)and have him explain it. I told my husband this was going to give me an advantage beause there are so few in my customer area working it andthumbs up                .......... by the time they catch on...they'll be eating my dust!

Mar 27, 2007 12:12 PM
Anonymous
Paul Chaney
Joan, that's awesome. I love your enthusiasm and dedication. Believe me, I can tell you from my own experience, it will pay off so far as SEO is concerned. But, it's oh so much more than that. It will give you the opportunity to become the Realtor of record in your local community. Just keep blogging! 
Mar 28, 2007 01:01 AM
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