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BLOGGING: A WAY TO CAPTURE WHAT YOU THOUGHT YOU HAVE , BUT DON'T!!

By
Real Estate Agent with Douglas Elliman Real Estate 30HA0800896

BLOGGING: A WAY TO CAPTURE WHAT YOU THOUGHT YOU HAVE, BUT DON'T!!

Unfortunately, we are seeing the result of what Zillow and StreetEasy have done to our profession.  They have taken our valuable content and made a monumental fortune off our hard work and our time and in the process getting the best SEO because they  now have  original content--"Content is King" on the internet!!

Listings have been handed over to these giant websites as if they were going to "Help" us make money! On the contrary, these "parasitic" sites are thriving by not only getting our original content but by getting some agents to pay them to do it!! They now "Own" that content and they will never give it back, in fact they will end up charging us to get the use of it!!  In the end they have a gold mine of original content that they  can then sell to a new  start-up-- for a fortune, I might add!  

We all need to understand that there is a way to get our faces out there, connected with our locale and our own listings! Here are a few tips on how you can approach blogging as a way to build exposure on the Internet, and thus, build your own brand!

Blogging humanizes us better than any other form of marketing and we need that! 

Little known information that you can glean from local families and stories that have been passed down from one generation to the next are a perfect source for a great local blog. I view blogging as an anti-dote to the "virus" of the giant syndicated websites...they are becoming more and more established and they feed on our lifeblood: Our Listings!! We need to inform ourselves so we can in turn, inform the buying and selling public---we need the original authenticity of this information and we need to share it--but this time with buyers and sellers only .

There are many sources to look for local information. Many precious historical facts about Southampton, East Hampton and Bridgehampton were lost in the 40's through the 80's as the area became a place for those looking for a social life. These people were looking to relax on weekends, entertain their peers and use the beaches and the attractions, not to settle down to raise families. This was the "new" second home buyer!

Due to the level of interest in the Hamptons as a place to "Play In The Sun" we have lost a major piece of our history to the droves of summer revelers from across the globe. In the 90's the subject of it's history was dropped from the local vocabulary  because it was considered "tacky" to brag about your roots and the history of this area. It was more important to appear to be part of the trendy Hamptons than to appear to be a "local" and a "farmer"!

CELEBRITY HANGOUTS AND HOUSES  Now, in the 2000's The history of our community has taken a back seat to the publicity seeking media hounds looking for the celebrity who has become the norm here in the Hamptons.  The stories are now more about the activities of the celebrity segment of the population and less about the founding fathers and their surviving offspring.  Celebrity gossip is a way of life here; gone is the anonymity that famous people used to find and the reassurance that they could live and let live. The approach by those who promote the Hamptons way of life is to tell stories about the "Biggest" house or the "Flashiest" Maids Quarters as they try to sell $20M to $30M properties. They could care less about telling the history of this beautiful and historical place.

But people (the buying public) love it when they find out a little-known fact about an area where they choose to live or want to live! They consume the information as if it were nourishment for the soul. They keep the stories in their minds and thoughts and they share them with friends and others who may want to live here too. Research for local information can be done in the most surprising places: Old attics in houses that are about to be sold, estate sales of old books, stores carrying local used furniture and antiques---The owners of these places are a fountain of information! The Town of Southampton even offers a glimpse into the past from the oldest record keeping and diaries of the earliest settlers as they suffered through harsh winters and vicious storms of the summers here on the East End.

WHAT WAS IT BEFORE IT IS WHAT IT IS?   I have found that asking this question can open a treasure trove of things to blog about: "What was it before it is what it is?" This is one way to get information out of the local population. The public loves to feel they can shed light upon the way life USED to be here in the Hamptons! Ask away and you will be amazed how doors may open to a new way of getting listings!

A WAY TO BUILD TRUST   When an agent is able to open a closed door to a home buyer or seller they have added a degree of trust that did not exist before. Any time there is information shared about a locale, (interesting, valid and valuable information that is) the level of trust rises and the relationship between an agent and a buyer or seller becomes more sound. Not only that, there is a sense that this agent will be able to answer many other questions that the new buyer needs answers to---we all know that this is what homeowners, new to an area, are going to be looking for anyway!

WHAT CAN WE DO WITH THE KIDS? This is quite possibly the most important question you can answer for a young family. When a new homeowner settles in with the family in tow, the most important thing that they ask is "What can we do with the kids?" I discovered that one of my local posts has been visited so many times on the Internet that it could only be because there is a huge need to fill the population in on kid-friendly things to do here in the Hamptons. Knowing that I have made it my major focus in my local blog posts...I keep looking and finding new things to add too.  With almost 18,465 clicks on one of my featured blog posts: FUN THINGS TO DO IN THE HAMPTONS, NEW YORK   I have seen the light!....This is the way into the hearts and minds of the buying public. Inform, inform, inform and you will see the results that I have seen...a never-ending source of new business and repeat business too!

LOOK FOR THE THINGS THAT NO ONE ELSE SEES... There is a fountain of information available to all of us if we are just willing to see and hear it. 

As you do your day to day real estate business there are opportunities like no other profession for you to do your research for your local blog. Take advantage of every one of them: People you meet, those whom you know have lived in the target locale for years can supply a generous amount of information if you take the time to tell them what you are doing.

Tell them that you are interested in what they experienced as a young person in the area and that you need their knowledge to expand your local blog posts.  They will want to help you out once you have told them what you are doing with the information.

Ask them about places that were in your area in the past---soda fountains, movie theaters, five and dime stores, etc. Ask them to share their own stories so that you can write about them...they will love that!

Keep the history of your area alive! Make the public aware of your efforts to inform them. Blogging will give you local visibility if you do the right thing with your posts---always use tag lines, tags, long tail tag lines and local names of businesses, streets and other attractions.

Build Google Juice and SEO (Search Engine Optimization) potential by being as original and as high quality in your content as possible. Make your posts short and to the point and you will see a response that will build over time. Add links and photos as much as possible--this will give you a better chance to be snagged by Google and other search engine algorithms.            

Comments (26)

Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

You are the local insider, who lives in the community, is the community especially in a small town USA especially. It is exciting if you blog daily and have different streams working toward three main goals. Local information, property listing showcasing, chipping away at describing the process of buying, selling. That round robin using images, video, graphic information blended together will drown out the RTZ recycled blah blah blah looks the same. Be the local journalist, videographer, photographer, historian, chamber of commerce, go to for anything in your community information center hub. Thanks Paula Hathaway, REALTOR, Sr. LBA, there are many niches in our real estate audience too for sure. To serve home grown local information to daily right? You are so right about local history.

Jan 31, 2018 03:39 AM
Paula Hathaway, REALTOR, LBA

Thank you so much Andrew---I have always admired your take on your local market as well! In fact you have inspired me to write local posts almost more than anyone else here on AR---Thank you for that!

Jan 31, 2018 06:14 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Paula Hathaway, REALTOR, Sr. LBA, 

Glad to see your worthy post featured! You are so right..being authentic and writing on local history in your niches is key. The public definitely picks up on what and who you know in your community and word is spread!

Jan 31, 2018 04:37 AM
Paula Hathaway, REALTOR, LBA

Hi Dorie: Thanks for acknowledging the idea of local postings---I think those who write posts regarding their listings also gets Kudos from me! I just like to try to make mine less dry and give the public the information they crave about an area they want to live in....  

Jan 31, 2018 06:16 AM
Tim Maitski
Atlanta Communities Real Estate Brokerage - Atlanta, GA
Truth, Excellence and a Good Deal

If Zillow were smart, they'd buy Activerain.   Then they'd have the listings that everyone wants and they'd have the local information.  A buyer wouldn't have to go anyplace else for information.

Jan 31, 2018 04:40 AM
Corinne Guest

I think if they did, a very high % of the heavy users here would delete all their posts and leave, that would include me, I would not hesitate!

Jan 31, 2018 05:07 AM
Paula Hathaway, REALTOR, LBA

They did just that about 5 years or so ago---it was a complete failure and I for one left this site, afraid for the loss of all my original content--they sold the company when they bought out HREO here (a listing platform for local listings  here in the Hamptons) and they have proceeded to buy out whatever they can just to own the listings!! They also own Streeteasy and several others that I can't think of right now. Streeteasy is a listing platform that the city (NYC) uses and we do too, especially for rentals. Zillow/Streeteasy created a furor over the demand that each agent pays for each one of their rental listings---an amount of about $3.00 per listing per month I believe---the city went nuts! they are very independent agents there and the firms started pullng the listings off the site and shutting out of the whole firm....haven't heard anything more. Can you imagine the $$ the greedy bunch at Zillow was tallying up in their minds as they contemplated all the agetns paying to list rentals in New York City??? Rentals in NYC??? Crazy what that firm will do to take money out of our pockets...and I keep reminding members here that in 2007, when Zillow opened, it was their stated goal to "Put all real estate brokerages out of business!"

Jan 31, 2018 06:28 AM
Nathan Gesner
American West Realty and Management - Cody, WY
Broker / Property Manager

Write about what you know and people will find you. Thank you!

Jan 31, 2018 06:03 AM
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Nathan: You said it! That is exactly what I believe we need to understand at the deepest level...it is not easy but then, nothing is if it is good and decent. To take original content from us as the big Z has done so efficiently and profitably (for them) is a cheaters way of doing business and I think the public ultimately will catch on and avoid any real contact with them.

Jan 31, 2018 06:34 AM
Morgan Evans
Douglas Elliman Real Estate - Manhattan, NY
LICENSED REAL ESTATE SALESPERSON

As an agent, we can fill in all the blanks.  The big websites have the listing information and for the most part that is impossible to compete against.  However, a buyer or seller wants somebody to connect the dots, somebody who can filter all of the information that is being bombarded at them and provide concise wisdom and specific direction.  That is where an experienced agent is worth their weight in gold.  

Jan 31, 2018 07:18 AM
Paula Hathaway, REALTOR, LBA

Isn't it a shame, however, that the public is put through this foolish "Bombardment"? I think it is reprehensible that under the guise of "helping" the public to find the right house, this site connects buyers to an agent that may not even know the property they are intereted in, much less the area it is located in!! And, by the way, we can thank fellow brokers for giving those sites their content!!...How foolish and now it is too late to correct the idiocy of the act!

Jan 31, 2018 09:49 AM
Jon Kolsky
Kolsky Realty & Management - Long Beach, CA
Licensed California Real Estate Broker

Paula Hathaway, REALTOR, Sr. LBA, ~ and I get to follow the Priest, hard to follow his act (lol.) Anyway, whether we are writing local market posts, educational posts, posting listings, or just posting for fun, this outlet is our voice and it is a great tool and fantastic podium for us to take advantage of AWESOME POST  

 

****I stand corrected - the priest is gone, that was fast. Great job AR

Jan 31, 2018 08:44 AM
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Hi Jon: I saw that on my phone and there was no way to report it on that device--someone else must have reported it--thank goodness!  Thanks for reading my post and also for the compliment!! I hope it encourages agents to tackle blogging in a more consistant and interesting way regarding their listings---If we express what we know about our niche areas we prevent the sites that claim to "know" everything local from misleading the public.

Jan 31, 2018 09:52 AM
Jon Kolsky

haha... I was one of those that reported the Priest BTW: AR moved extremely fast

Jan 31, 2018 02:26 PM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Paula makes for a good hostess....

Jan 31, 2018 10:01 AM
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Hi Richie: Thanks for reading it--I know it is long but I tried to be as comprehensive as possible! 

Jan 31, 2018 10:08 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

Hi Paula,
There is a never ending supply of things to blog about, that's for sure.  Every day offers up new fodder.  

WHAT WAS IT BEFORE IT IS WHAT IT IS?    Love that!

Jan 31, 2018 11:07 AM
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Hi Carol: Thanks for reading this post! I hope I was able to inspire some new ideas too...I like that you got the "WHAT IS WAS BEFORE IT IS WHAT IT IS"! That idea comes from ages ago when my firends and I had time to sit around the pool and talk about the area...we played that game quite a bit and can you imagine now how many new places come up for the idea?? I can remember when McCarthy's, here in Southampton came up as one place and it has now been three different restaurants since---same as the Old Post House on North Main Street as well..Originally built as a stagecoach stop! There are so many historical places that are now new businesses.

Jan 31, 2018 11:14 AM
Corey Martin
Martin Presence Group - Ruston, LA
Real Estate and Management Solutions

You make excellent points. As a realtor, knowing what is in the area, the little known history and quirks, can help create a rapport with the sellers, buyers, and locals. Thank you for sharing.

Jan 31, 2018 07:36 PM
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Hi Corey: You are so right on the mark! These are the things that, very quietly, the successful agent has in his/her toolbox. It is a way to bond with the potential client--to build a trust that you can't build any other way! Thanks for reading and sharing your thoughts...

Jan 31, 2018 08:09 PM
David Wright
Benchmark Realty, LLC - Brentwood, TN
Real Estate Refined

Great article Paula Hathaway and thank you for sharing. In-depth original content blogs is what Google is looking for to aid web searchers. This is the perfect defense against Zillow who can’t compete in this arena. Thanks for sharing.

Jan 31, 2018 10:23 PM
Paula Hathaway, REALTOR, LBA

Thanks David! I feel like the word is getting out slowly but surely...I have been blogging about blogging for the purpose of taking back our real estate business for 3 years now and I think agents are finally getting the point---I just got an email from one of my fellow agents at DE here in Southampton and she has just started an ad campaign with her own little blog plus local information. 

Feb 01, 2018 08:05 AM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

Blogging about our area can provide a lot of information that buyers or sellers cannot get elsewhere. Focusing on our local area is key - I have to do more of that.

Feb 01, 2018 03:42 AM
Paula Hathaway, REALTOR, LBA

Kat--It does work. I know because I blogged steadily for 3 years about this rea and I was getting calls all the time to list properties for people who had read the posts....I stoped blogging because I was ill and I have seen a major drop off in the calls I get---so I am back on it like never before...Good luck to you as you dig in and get to blogging!!

Feb 01, 2018 08:07 AM
Brenda Whitman, Live in Laramie Real Estate
Live in Laramie Real Estate, Laramie, Wyoming - Laramie, WY
Broker/Co-Owner, Laramie, Wyoming

Nicely written!  I'm learning a ton from your article and all the comments!

Feb 01, 2018 06:01 AM
Paula Hathaway, REALTOR, LBA

Hi Brenda--Well I hope it is useful--you will see a difference in the attention you start to get from listing calls especially, once you get the word out about your area....

Feb 01, 2018 08:08 AM
Debb Janes
Nature As Neighbors - Camas, WA
Put My Love of Nature At Work for You

Yep, the only way to beat the big machine is to humanize the heck out our efforts. Local, local, local, go the heart of what our target clients  are looking for in terms of their values. Specilized niches are a great way to showcase ourselves as local experts...tough for the biggies to do...and many agents don't understand that by giving up trying to serve all the market, they will do better super-serving a segement. 

Feb 01, 2018 01:53 PM
Paula Hathaway, REALTOR, LBA

Hi Debb, You are so right! If you don't have a niche right now, you likely don't have any business! Thanks for reading and for your take on the matter!

Feb 01, 2018 03:27 PM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Great post.

People love stories. So tell them great stories from your life in your market and they will come.

Thanks

Feb 01, 2018 03:17 PM
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Hi John,

Thanks for reading it! I believe in story telling---more than any other thing in your tool box, story telling will leave a lasting memory. I have had buyers and sellers comment that they think about the things I tell them about the area they chose to live in and they love it! They now have memories that they will pass on to their kids and friends alike....

Feb 01, 2018 03:30 PM