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Inman Connect NYC 2008: Making Money From Your Blogging Efforts

Commercial Real Estate Agent with Matthews Capital Markets NMLS 2415712

trevI'm pitching, in the bottom of the ninth, at Bloggers Connect.  It ain't gonna be easy; I'm facing Dustin Luther, one of the ten people to watch in 2008 (picked by Inman).  Dustin should be no stranger to most of you.  He is, without a doubt, one of the few "tech guys" that truly understands what you and I, practitioners, really do. 

Dustin hosted the Relevance on The Internet seminars, sponsored by his old employer, last year.  It was the beginning of a formal workshop about RealEstate2.0 and blogging for business.  His post, Linkation, Linkation, Linkation is the one post every real estate or mortgage practitioner should read before she starts blogging for business.

Oh... I think I just said a nasty word.   

You see, that's going to be the focus of what I'll be talking about, with Dustin, at Bloggers Connect; business.   Here's another nasty word from the tech community;


I want to see you make gobs of it.  I want to see that because I think you deserve it.  Certainly, the tech guys want to make it, too.  If they didn't, they wouldn't be doing what they do.  The relationship between our business and the tech business didn't start off as cozy as it is today.  It started off with the tech crew realizing that our businesses are inefficient and that the margins are big.

They wanted to disintermediate you and make a boatload full of bucks along the way.

Guess what they found out?  Real estate markets, by their very granular nature, are inefficient markets.  Until thestacks country turns into a slew of 2500 sq. ft, tract homes, the markets will remain inefficient, by their standards.  After they discovered what you and I have known, for decades, what did the tech guys do to recover their investment?

They sold you leads and "enhanced" listings on the very site you built; Realtor.com. That worked for a while as the weak marketers transferred their dependency from brokers to lead generators.  Shame on your brokers and MLS providers for providing the very content they dangled in front of the consumer as lead bait.  You worked your collective asses off to secure those listings, released it to the lead gen sites, to have buyers sold back to you.

When the lead gen model died, the tech crew migrated to Web 2.0 or interactive marketing as a way to build up more dependence.  Zillow wants your listings, Trulia wants you to give away free advice, Active Rain wants your expert commentary, and your old buddies, Realtor.com got into the blogging craze..on YOUR backs.

That's all well and good.  My question is...where's the quid pro quo?  Please don't start talking about the "sense of community" to me; that and a good magazine ad will get you listings.  The question is this...

How can YOU profit off interactive marketing?

The answer is simple; bridging the digital divide.  That's what I'm going to talk about- making e-contacts become real connections, that turn into dollars and SENSE. 

If that's "hard sell", so be it.  I've been on the practitioner's side from day one; I ain't gonna change now. 


Graham Holmes - Yucaipa Homes Listing Agent
Reviron Realty - RDCPro e-Pro Listing Broker - Yucaipa, CA
When Experience Matters
I look forward to reading it when you get finished. I have seen Brokers sell Realtor.com back to their agents who inturn had paid for their listings to be on Realtor.com in the first place.
Jan 03, 2008 01:58 PM
Tony Gallegos

Brian - I see a storm brewing. In fact could it be the perfect storm at Bloggers Connect NYC? As words will be your weapons, you can bet your collective vocabulary they will be sharpened and as piercing as Toledo swords!

I can already feel the undercurrent adrenaline flowing!

Jan 03, 2008 02:30 PM
Jeff Belonger
Social Media - Infinity Home Mortgage Company, Inc - Cherry Hill, NJ
The FHA Expert - FHA Loans - FHA mortgages - USDA loans - VA Loans

Brian... looking forward to seeing you next week.... and just a side note... I received 2 more phone calls today.... not e-mails, but phone calls from my blogging. 2 apps...(1 refi. & 1 purch.)  and I received a phone call/e-mail from another consumer last Friday that turned into a solid lead.

But you did hit the nail on the head....  about the tech guys trying to sell leads and now it's dried up, big time....  hence why so many sweat shops and lenders that were strictly in-house leads, shrivel up.  Again, see you next week...

jeff belonger
Jan 03, 2008 02:39 PM
Brian Brady
Matthews Capital Markets - Tampa, FL


This isn't an indictment of blogging; hardly.  As someone with hundreds of posts on 6 different sites, I recognize the positive effect of blogging.  This is about turning 2 potential customers into 20 potential customers. 

It's PROACTIVE marketing using interactive tools. 

Jan 03, 2008 02:44 PM
Dustin Luther
4Realz.net - Calabasas, CA


I obviously owe you big time for all the kind words in the beginning of this post (Thanks!), but I couldn't help but respond on 4realz: http://4realz.net/2008/01/04/business-and-money/ ;)

Jan 03, 2008 07:17 PM
Brian Block
RE/MAX Allegiance, Managing Broker/Branch Vice President - McLean, VA
Northern Virginia & D.C. Real Estate
Brian, I'm looking forward to seeing you speak and meeting you next week at Inman Connect.  Thanks for a preview of what's to come.
Jan 03, 2008 10:18 PM
Eleanor Thorne
Equity Resources - Cary, NC
Advantage Lending 919-649-5058
I think it's interesting that of the GOBBS of JOBS available through Trulia (just to name one) not ONE of the qualifications is to know ANYTHING about ACTUALLY being a real estate professional.  As the tech guys are dreaming up cool new tools - IMHO seems like they would want to develop something that is USEFUL and not just something that is "techie" COOL...
Jan 04, 2008 01:14 AM
Tom Plant
WINEormous.com - Murrieta, CA
Brian - I'm looking forward to seeing you next week. Will you bge at the AR get together Wednesday night?
Jan 04, 2008 02:14 PM
Brian Brady
Matthews Capital Markets - Tampa, FL
I might, Tom.  I used to work 7 miles south of there so I may be having dinner with some old friends that evening.
Jan 05, 2008 06:05 AM
Lynne Pope
eXp realty, MFA,Hermosa Beach,Redondo Beach,South Bay - Los Angeles, CA
"Out of the Blue" solutions for perfect homes

I hope to find you at the Inman conference today....truer words were never spoken...we are the blood....for the meal..

I am still at overwhelm over meeting all these people all look so different from the active rain images....

Love Lynne pope


Jul 24, 2008 02:23 AM