The Web has changed the way we do real estate. And now with the new, improved Web 2.0, the Web itself has changed. So what does this mean for traditional (computer-phobic) real estate pros who are still playing catch-up?
Herewith, below, is my attempt at a Cliff Notes cheat sheet / overview of the changing cyberscape and how it applies to us...
Out with the Old
The Old Way--Web 1.0--was about websites.
For most Realtors, their website is just another billboard on the information highway-a static advertisement and one-way communication. Did anyone stop to see it? Who knows?
The New Way--Web 2.0--is characterized by blogs.
What's the difference?
At the risk of grossly oversimplifying: Websites talk at you; blogsites talk with you.
Blogsites invite us to interact, to post a comment. They create a two-way, three-way, freeway of open communication.
Most of us grew up with a broadcast advertising model--sending a one-way message to the masses, with an overt intent to sell. The next evolution was narrowcasting--sending a more relevant message to a more targeted audience--an even more efficient way to sell. (Think cable TV (MTV, ESPN) vs. broadcast TV (CBS, NBC).)
Web 2.0 is more open and democratic than either of these. There are still "experts" and authorities in the Web 2.0 world, but they don't need to sell, preach, and shout about how great they are. Instead, they share, discuss, and offer valuable ideas--coming from a place of contribution--to an audience of peers.
Peers Won
The hierarchy of big-speaker/little-audience is gone. We're all equals here in cyberspace. It's called peer-to-peer (P2) communication, and it is an important element of Web 2.0.
Thus the tone of your new blog should be much more casual, informal and relaxed. You want to avoid overt self-promotion or salesmanship--it feels inappropriate and unseemly.
Blogging is still a form of marketing for Realtors, but a more subtle one. It is a conversation, not an advertisement, and thus it is important to get the tone right. Frankly, that's easier said than done--at least for an ex-broadcast guy like me.
Give it away, give it away, give it away now...
Web 2.0 is all about free, free, free--free ebooks, free articles, free downloads that anyone with a computer and browser can access.
The sales-oriented Web 1.0 world made us pay upfront before giving away anything of value. It was a "caveat emptor" world that created distrust--buyer beware while your pockets are being emptored.
But it so happns that "free" is a great way to drive traffic to a web- or blogsite. By offering content for free, sites build relationships with readers based on proven value and trust.
Bloggers are therefore like unpaid consultants; they give away valuable information for free. But what comes around goes around. If the content is good, bloggers position themselves as experts in their field, and often get referrals and new business--without an advertising budget. Meanwhile they are also building "personal" relationships with their readers, who feel they really "know" the blogger as a "real person," even as a friend.
Bottom lines
As a real estate professional, you have something to say--valuable information that you can offer to your contacts, leads and "audience." Blogging is a free (though time-intensive) way to leverage the Internet and build your business. And because the tone is conversational (and often very personal), readers will forgive you for your less than perfect grammar and syntax.
So relax, have fun, and share with your "friends." The little guy with no budget can still win at this game.
P.S. Me? Glad you asked...
Here's how I'm trying to practice what i preach. I'm building a blog for 1.23 acres of vacant land in the Hollywood Hills that I'll be listing soon. It will be a media-rich blog-100+ photos-and will attempt a more conversational and less "salesy" tone. Let me know if I pull it off. http://www.hollywoodlandsale.com/.
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