Viral Marketing For Realtors: Infect Your Customers and Build An Audience

By
Mortgage and Lending with San Diego VA Home Loans/858-777-9751

"Brian Brady: Mortgage dude with the suspenders on the internet"

NOTE:  While the focus of this article is "viral marketing", I don't want to suggest that I am anti- SEO.  I am extremely sensitive about the benefits of SEO, especially when I'm writing as a guest.  When I write as a guest, I respect the home author's desire to avoid Google Duplicate Content penalties. While I believe that link direction can be an effective tool in viral marketing, I assure you my motives here are pure. 

BACKGROUND:  Link Direction As An Effective Online Marketing Strategy 

An excerpt from this article about Viral Marketing on Blogs :

I met Rudy of Sellsius earlier this year and he said “You’re all over the internet.” I dropped my daughter off at school last month and one of her schoolmate’s parents said “I saw you on Zillow.” My neighbors have told me that they read my articles on MySpace. I organized a coup to take over the Trulia Voices section. 

I guest author on BloodhoundBlog, NELA Live, Long Beach Real Estate Home, Sacramento’s Real Estate Voice and maintain an active profile and weblog on the Active Rain Real Estate Network. Lately, I’ve started experimenting on Gather.com.

To the untrained observer, I appear to be on an ego trip. To bloggers, I’m eschewing SEO for a viral marketing approach. I’m not going to wait for a customer to find me on the long tail search. I’m going to insert my goofy little suspenders picture in every imaginable place they might search for real estate related advice.

Does it work?

Well, I’ve received over 1,000 inquiries in the past 12 months from my efforts. Many are from borrowers, so my answer is, “Damn, Skippy, it works!” I’m slowly building up a database of people who have connected with me on the internet. My long-term goal is to have over 10,000 people in my permission-based email marketing database, receiving a newsletter each month. I’m at 1,012 today and I think I’ll be there in about 3-5 years.

Here are five tips to help you build an audience for your budding real estate weblog:

HERE ARE THE FIVE TIPS 

(for your convenience, they open in a new window so you won't be misdirected off of this site) 

 

 

 

Comments (50)

Galel Fajardo
Costa Mesa, CA

Good post, Brian.

How much time do you dedicate to your writing on a daily basis?

Thanks!

Galel Fajardo

President

Coast Mortgage Group 

Jun 26, 2007 02:45 PM
Brian Brady
San Diego VA Home Loans/858-777-9751 - San Diego, CA
858-777-9751

I spend an average of 10 hours a week writing.  I like doing it a lot because it allows me to critically think through the problems I solve each day.

The quantum virus strategy I use takes another 5 hours a week.

I spend another 10 hours a week on relationship building with referral partners.

I spend about 10 hours a week in consultations with clients or prospective clients and another 5-10 hours a week interfacing with my production team.

What's that tell you, Galel ?  I spend over half my week marketing and just 30% of my time with clients.  This is why I have dedicated so much of my time to judiciously select real estate and financial planner partners; I want to make sure that I have made good long-term investments in the RIGHT people. 

You get it.  It's a page out of Tom Bass or Todd Duncan's playbook.

 

Jun 26, 2007 02:59 PM
Galel Fajardo
Costa Mesa, CA

Brian -

You're speaking my language, brother!

I love it. Thank you for the great advice.

Galel 

Jun 26, 2007 08:14 PM
Cheryl Johnson
Highland Park, CA

>>>I have no idea what that means, CJ

I was trying to think up a catchy phrase to describe being in-multiple-places-at-the-same time.  "Multi-threading" is an old school term for "multi-tasking" .... Quantum Mechanics addresses sub-atomic particles being in multiple locations simultaneously ....

Oooo.... I like your "Quantum Virus Marketing"  ... That's pretty darn close to the concept.

Scary thought, too ... some friggin' new virus that can be everywhere at once  :-)

Jun 27, 2007 12:19 AM
Mesa, Arizona Real Estate Mesa Arizona Realtor
Homes Arizona Real Estate LLC - Mesa, AZ
AzLadyInRed

Brain, I've been reading and studying and learing how all of this stuff works. Appreciate your post and the posts of so many others that share their "inside" information. Though I have two blogs, one here and one on one of my websites, guess I need to do a separate one.  Appreciate your post.

Glitter Graphics

 

Jun 27, 2007 09:16 AM
Cindy Lin
Staged4more School of Home Staging - South San Francisco, CA
Host, The Home Staging Show podcast

AH HA! So this is how you drive traffic to your blogging site! Way to Go! I gotta borrow that with my own blog site. I have been thinking about how I should drive traffic up there. I also like how you pointed out the power of strategic partners in one of the comments. It's truly a very important thing to position yourself smartly in the market instead of passively waiting for magic to happen.

Cheers,

Cindy 

Jul 03, 2007 11:09 AM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA

I say a reference to this article over at Laurie Manny's blog.  I don't see you slipping in mega keyword rich phrases the way that she does.  You seem to maintain an integrity of post and not woo the search engines at every opportunity in your post articles.

I'm going to try taking a page out of your book, as I can't seem to bring myself to slip in Seattle Area ten times in every post.  Feels like I need to take a shower afterward.  Though I do have to come to grips with first generation tagging.

Jul 05, 2007 03:33 AM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA
LOL  Just went to Trulia Voices.  Looked like an Active Rain Convention.
Jul 05, 2007 03:34 AM
Brian Brady
San Diego VA Home Loans/858-777-9751 - San Diego, CA
858-777-9751

Ardell,

We all game the system a little bit.  Laurie writes keyword rich content to attract SEO results.  I link direct to bring readers to my lair.  You, Ardell, write brilliant titles suggesting "rebates to consumers".  It's all marketing, Ardell.

Laurie does it one way, I do it one way, and you do it another way, Ardell .

Jul 05, 2007 04:50 AM
Colleen Irwin
Retired - Irondequoit, NY
Creative Real Estate Solutions...

Brian -- Thank you for another insightful post!   It saddens me to see that someone felt it necessary to spew such negativity about another member on your post.   Not only is Laurie Manny a respected member of this community, she is an incredible professional willing to take time to assist others.  This kind of negativity is counter productive to the spirit of ActiveRain. 

I am experiencing amazing results by paying attention to her wonderful SEO posts, and I think I will leave the rest for a post of my own.  Again, Thank You.

Jul 05, 2007 09:54 AM
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL

What's great about this community is the fact that we can learn from each other's strategies and come up with our own.  I totally agree that Brian, Laurie and Ardell have different methods, does it mean one of them is wrong?  I have learned from all three and will decided how I want to market my blog. 

btw - Laurie what Laurie has done with her blog in a very short time is absolutely amazing.....and all by herself may I add.

Did you guys read Paul's post about the end of the blogging A-list?

Jul 05, 2007 10:29 AM
Brian Brady
San Diego VA Home Loans/858-777-9751 - San Diego, CA
858-777-9751

We all do things differently.  We all market differently (thank God).  Provocative title writing drives readers to you.  Teasing you with a paragraph or two with a link to your home weblog drives readers to you.  Writing key word rich content drives readers to your home weblog. 

Now, here is the key observation I am willing to admit to the consumer that many of my more "respected" colleagues won't:

I am here to get your business.  I make no bones about that.  I want to write every possible loan imaginable and I consider any consumer who reads my material someone whom I want to meet.  Why?  I am a VERY good loan originator and talented wealth adviser.  I consider it an honor and privilege to serve you so much that I want you to have the best imaginable advice when you need money.

I'm advertising my services.  As Russell Shaw says, "I'm not bragging; I'm applying for a job".  To suggest that marketing communication is something "dirty" is disingenuous.  I know you can see through valid content and outright advertising.  I respect your intelligence so much that I openly admit that I want you to contact me.  I respect it enough to know that I have to give you valuable information before you'll commit to getting to know me.  I know that this medium is an introduction to you.

I trust your intelligence Mrs. Consumer.  So, if Ms. Manny attracted you to her weblog  by writing keyword rich content to improve her rankings among search engines, imagine what she'll do for you when she markets your home online.  If Ms. Della Loggia attracts you to her weblog by writing provocative titles about her unique selling proposition, imagine how passionate she is about her service to you!

Finally, if I attract you through my writing, please know that it is genuine.  I want you to think I am the absolute authority on mortgage financing in this country.  To aim for less would be an insult to your intelligence. 

We are all open for business!  Sit back, read, enjoy, and choose the provider best for you. 

Jul 05, 2007 11:11 AM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA

Egad!  What's with this place!  I LOVE Laurie Manny.  Can't anyone have a conversation that isn't sappy sickening sweet without being accused of spewing spit balls?

Sometimes all nice is not good.  It's sickening even.  Somedays I just want to give up on this place.

Jul 05, 2007 04:46 PM
Ann Cummings
RE/MAX Shoreline - NH and Maine - Portsmouth, NH
Portsmouth NH Real Estate Preferrable Agent

Who cares what the marketing efforts are called - do they work?  Heck yeah, and that's the whole point of all this, is it not?  We're all writing to generate business, and the more the merrier!  There are some here on AR who write for different reasons than generating business, and that's great for them.  Most of those here are doing so for business.  Self-promotional, SEO placement, google juice, etc. - all in the name of having consumers find us and that equals more business.  And I'm all for that!

Ann

Jul 05, 2007 10:16 PM
Rick & Ines - Miami Beach Real Estate
Majestic Properties - Miami Beach, FL
Ardell - you are so funny!!  Here in AR you only hope to reach a certain status where your name cannot be mentioned without a couple of people watching over your back......it's called Active Rain LOVE!!!  You know you want it!  : )
Jul 06, 2007 02:01 AM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA

I woke up to an email from someone asking me to come and list their house.  Reason? "I also am a very straight shooter, lay it all out type of person".

Writing in my true style brings me the kind of clients I want.  The ones I don't have to beat around the bush with and can give the cold hard facts like we have to get rid of all those roosters and cherubs :)

I learned a very long time ago that being "kind" in this business can be very unkind.

Jul 06, 2007 03:12 AM
Brian Brady
San Diego VA Home Loans/858-777-9751 - San Diego, CA
858-777-9751

Writing in my true style brings me the kind of clients I want.

Great advice, Ardell.  We do attract what we want in our writing.  You do an excellent job of building an audience.  An audience that I'm certain rewards you for your passionate style.  Congratulations on your listing! 

Jul 06, 2007 03:30 AM
Rebecca Chambliss
Vista Sotheby's International - Rolling Hills Estates, CA

Hey Brian,

As others have said, TRUE "viral" marketing comes from others.  Hearing about a third party or service from a direct contact which spreads is the best form.  Seeing you everywhere is great and build familiarity, but if you had others directing people to you because of fabulous service, specialized service etc.  I'm glad it's working for you, now take it to the next level and add something that those 1000 new leads will each pass along how great you are to more people.

How much time do you spend daily doing this?  Do you use other forms of marketing as well?

Jul 06, 2007 03:45 AM
Brian Brady
San Diego VA Home Loans/858-777-9751 - San Diego, CA
858-777-9751
See comment #32 Rebecca
Jul 06, 2007 04:07 AM
Mike Jones
SUNSTREET MORTGAGE, LLC (BK-0907366, NMLS 145171) - Tucson, AZ
Mike Jones NMLS 223495

Just found this, Brian.  Useful post!  Thanks for the link to the 5 Tips.

Mike in Tucson

Oct 04, 2007 12:10 AM

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