Opportunity Time - Can a Company Blog Replace Floor?

By
Real Estate Broker/Owner with Beth Butler - Big Mouth Consulting

Courtesy of Corey ButlerFirst rule of real estate management, don't ever discuss Floor Time in a sales meeting.  If you have ever stepped into this mess you know it's true. So, at the risk of stepping into a pile of controversy... do you think a company blog can be virtual floor time?

I have started writing in my other blog about building a company blog - an endeavor we are well into at this point with an August launch.  Never heard of a company blog?  Let me explain.  In kicking around Active Rain one day, I started to contemplate why not have a company blog?  We have a great website which we are always tinkering with and have been researching SEO solutions and then it hit me... what if I could get a decent number of our 750 agents to participate on a company blog?  

I poked around the internet and saw some nice company blogs - but they read more like a streaming press release.  Many of them looked like they were being written by a staff person - only one voice.  Then, there are some great blogs with the broker and 1 or 2 agents and some outside contributors - all great stuff, but not much on local content.  

My idea was to build a blog that would allow every agent to post freely.  Think of an Active Rain type site for your company. (AR Gods - remember imitation is the most sincere form of compliment).  Our company is not massive but big enough that there should be more than enough contributors to keep the posting current and interesting.  We already have some great bloggers in our midst with Maggie Dokic and Kevin Tomlinson and who knows how many more will emerge?

Since each post will feature that agent - any lead generated will go to the agent - so, in my mind, it becomes like virtual opportunity time. The more you post, the more leads you will get. The more leads you get, the better the word spreads and more content builds the site. 

You might ask why would someone who already has a good blog post on the company site?  To me, this is a fundamental example of how to stand on your company's marketing shoulders.  Our site has a well established track record with google, any blogger can benefit from the traffic and content that the site generates - build readership faster and gain those coveted backlinks.  It is a symbiotic relationship - you scratch the company's back and it will scratch yours.  Just like floor time - the more signs that are out on the street, the more often the office phone will ring - and you will be getting all of the sign calls.

I began this journey by having all of our managers join Active Rain.  I am now doing the same with my agents, one office at a time. So far, I can say about 15% of the people have joined and contributed - that is actually more than I would have thought.  They are already storing posts on the new site for the August launch.

Active Rain is a great training tool for the blog.  So many great posts to absorb in a relatively short time.  Bet you never thought you might be training agents in Florida how to do virtual floor- but you have and they are going to be great.

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Rainmaker
123,517
Rebecca Savitski
BSR Real Estate Group - Cary, NC
NC Real Estate Listings
I think it is a great idea and everyone wins
Aug 05, 2007 12:48 PM #74
Rainmaker
655,982
Bob & Carolin Benjamin
Benjamin Realty LLC - Gold Canyon, AZ
East Phoenix Arizona Homes
Interesting. Very interesting. Thanks for sharing.
Aug 05, 2007 01:39 PM #75
Rainer
20,197
Sue Ellis
BHHS Florida Properties Group - Clearwater, FL
Our company has an intranet and a little blog with articles posted by our owners and IT guy.  I think agents can post to it, but it hasn't caught on yet at all.  Maybe when our intranet gets more robust and frequently used, our blog will get more interesting and better-used!  It is definitely the wave of the future and a good way for us to share information and ideas!  Floor time could be done this way except we need walk-in coverage occasionally - high traffic location.
Aug 05, 2007 02:06 PM #76
Rainer
32,950
Beth Butler
Beth Butler - Big Mouth Consulting - Miami, FL

Thanks Rebecca - that's the theory.

Bob and Caroline -  Your comment came to me in the form of Artie Johnson from Laugh-In - I age myself here - but it gave me a good laugh - Thanks!

Sue - just like all technology  applications for real estate, the blog needs to be "sold" to get a wide spread buy in.  Our blog will have an internal component as well - that is the company communication part of it. Thanks for sharing

Aug 05, 2007 03:14 PM #77
Rainmaker
103,549
Julie Ferenzi
john greene Realtor - Plainfield, IL
Julie Ferenzi

Hi Beth!

Us bloggers have the upper hand in a market where most agents are failing.  I am a new agent (as of February...) and I have never set foot on the floor of an office. 

I am raising a family of 4 young children (with my husband :) ... and as of today, I have never set foot on an office floor with the intent of generating business. 

On August 16th, I will close on my 4th transaction in addition to the 3 active listings that I am currently marketing!

ALL of my business is internet or referral based, and I couldn't be happier! 

I don't know how else a "stay-at-home" mom could possibly make such a great living by being there for her family!

LOVING THIS!

Great post... and a great stream of commentary!

Aug 05, 2007 04:17 PM #78
Rainmaker
215,794
Wayne and Lynda Gomillion
Real Living Hagan Realtors | Pinehurst ~ Southern Pines, NC - Pinehurst, NC

Beth, Congratulations on an interesting and well written post.

I am a little concerned about your statement: (AR Gods - remember imitation is the most sincere form of compliment). 

With all due respect, God is correctly used to describe the one Supreme Being, the creator and ruler of the universe... gods refer to an image of a deity; an idol or any deified person or object. Source: http://dictionary.reference.com/browse/god

Please be more careful in your use of the word as some may take offense, responding with what they perceive to be righteous indignation.

Again congratulations for a well written post and best wishes for your success.

BTW... Do you know what event in human history was so significant that it had the power to split time?  Do you have absolute peace, purpose and certainty in your life? If you seek truth and answers to the above, we invite you to visit www.cj2k.com 

Wayne & Lynda Gomillion | www.PinehurstHomeTeam.com

Aug 05, 2007 11:28 PM #79
Rainer
32,950
Beth Butler
Beth Butler - Big Mouth Consulting - Miami, FL

Julie: You are a great example of how business can be done.  Thanks for sharing.

 

Wayne and Linda - point well taken and no offense intended. 

Aug 05, 2007 11:37 PM #80
Rainmaker
61,402
Kevin Tomlinson
One Sotheby's International Realty- Miami Beach Real Estate - Miami Beach, FL
Miami Beach Real Estate

Wayne & Lynda

"AR Gods" is a tongue-in-cheek term for those who control AR.

Do you know that it is considered very bad manners to put your links in the comments of other person's post?

I thought you should know, so you could be "more careful" as the author of the post could take "offense."

I felt you should know

Aug 05, 2007 11:40 PM #81
Rainmaker
150,060
Janie Coffey
First Coast Sotheby’s International Realty - Ponte Vedra, FL
Uniting Extraordinary Homes w/ Extraordinary Lives
Beth, you are soooo far ahead of the pack when it comes to real estate as a profession it isn't even funny!  You go girl!
Aug 06, 2007 12:36 AM #82
Rainmaker
1,468,030
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager
Yes, the "AR Gods" is a term of endearment thrown around frequently in the community as an indication of the high regard in which the founders of Active Rain are held.  It is definitely not meant in a disrespectful way toward THE Supreme Being.
Aug 06, 2007 01:07 AM #83
Rainmaker
136,901
Jessica Horton Jessica Horton Realty
Jessica Horton - Jessica Horton & Associates - Griffin, GA
Jessica Horton: I'm not #1... You Are!

AR God's...Active Rain Founders...O.I.C...that explains so much.  I thought you guys were talking about the Clintons.

Aug 06, 2007 01:38 AM #84
Rainer
14,212
Joe Sampson
Exit Realty Experts - Saint Augustine, FL

I think this is a great blog and a good idea. However, I still put alot of weight on traditional floor time as it accounted for nearly 25% of my business last year!

Aug 06, 2007 07:28 AM #85
Rainer
32,950
Beth Butler
Beth Butler - Big Mouth Consulting - Miami, FL

KT -my protector :)  I wasn't offended but love the protective nature of the comment.

Carol - You are correct  - thanks for clarifying

Jessica - Hey - maybe it was the Clintons!  very cute ;)

Joe -nice to know floor is still good in St Augustine - and congrats on using it effectively.

Aug 06, 2007 02:34 PM #86
Rainmaker
367,714
Mike Russell
Mike Russell & Associates - Overland Park, KS
Overland Park Kansas Real Estate

I have been trying to get a dedicated group of bloggers at my office. A couple of agents have taken to it but I have not acheived my goal yet.

 

ar

Aug 06, 2007 02:40 PM #87
Rainmaker
719,075
Bill Roberts
Brooks and Dunphy Real Estate - Oceanside, CA
"Baby Boomer" Retirement Planner

Beth, I'm "back reading" your posts on this company blog project. I guess that I'm late to the party, but I'm really entranced by the whole thing.

I just read The Little Red Hen's comments about floor time and found myself agreeing with her, but then I read your answer and I see your point.

This is really a great concept.

Bill Roberts

Sep 04, 2007 03:09 AM #88
Rainer
11,579
/ /
/ - York, PA
Wow Beth, I am WAY back reading.  I am the only L-O in my ofice that is here on the Rain.  I would like to hear how the project is progressing!  I wish a lot of direct lenders understood the value of this site and the potential it brings! 
Nov 10, 2007 12:26 AM #89
Rainmaker
1,007,643
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate
Hi Beth:  You have really given me some good ideas here to think about.  Thank you so much for sharing.
Nov 11, 2007 06:50 PM #90
Rainmaker
1,007,643
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate
Hi Wayne and Lynda:  Are you aware that your comments may be found offensive by some.  If you would like to write a post about your theological ideas, I suggest you do that.  I would rather not read about them... by accident... by finding them in the comments on a post like this one.  Thank you...
Nov 11, 2007 06:56 PM #91
Rainmaker
1,007,643
Karen Anne Stone
New Home Hunters of Fort Worth and Tarrant County - Fort Worth, TX
Fort Worth Real Estate

Wayne and Lynda:  Watch out for the comment above me.  It is a spam comment.  I have seen perhaps ten of them tonight.  Also... I suggest you NOT click on the link... since it is spam... and may lead to some virus or trojan horse.  I suggest you DELETE the comment.  Take care...

Jul 16, 2009 09:12 AM #92
Rainmaker
3,064,059
Tony and Suzanne Marriott, Associate Brokers
Serving the Greater Phoenix and Scottsdale Metropolitan Area - Scottsdale, AZ
Haven Express @ Keller Williams Arizona Realty

A key indicator of whether floor time is effective in a given area is to see how many productive agents are lining up to do it!

Jan 22, 2011 03:52 AM #93
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