Taking the 'Hype' out of Hyper-Local Blogging - Blog Tips for Rain Drips

Real Estate Agent with Fathom Realty West Sound WA State 52404

ActiveRain Founder/CEO Jonathan Washburn made a statement a while back in his ActiveRain blog article, "10 Steps to Localism Success":

5. Do not post a bunch of self serving marketing material on the bottom of your post: If a home buyer or seller finds your information interesting they will figure out how to contact you.  Also, our editors highly downgrade posts with built in - self serving marketing messages.

I've covered this particular subject on a number of previous occasions:

"Removing Your Own SPAM"  "How to Sabotage Your Own Blog

"Don't turn Your Blog into a Refrigerator Magnet!"

Obviously, as you can tell by these articles, like Jonathan, I'm not a big fan of 'over-the-top' blatant self-promotion within the context of blog posts, especially ones that are written and geo-targeted specifically for consumers.

I enjoy reading Seth Godin. As someone who has been involved in marketing most of my professional career, I find his approach insightful and refreshing. One of the descriptions he uses for ineffective, old-school methodology is "Interruption Marketing." Today's sophisticated Internet consumer isn't duped with relentless 'white noise' real estate commercials. It's just elevator music to be ignored.

As real estate professionals, it has been deeply ingrained in us from Day 1 to 'brand' everything we put out there. We've effectively littered the local landscape with every conceivable form of self-promotion, from refrigerator magnets to grocery carts. If there's a flat surface somewhere, chances are our name & logo/website is plastered all over it!

As we transition into all things Web 2.0, it becomes rather challenging for some of us to leave old school marketing baggage behind. Incessant self-promotion is one of those old tricks making a very slow death.

Real Estate used to be 'Agent-Centric.' All of our marketing and promotion centered around us - my image, my website, my logo, ME-ME-ME! Glamor shots ruled the day!

Thank goodness the Internet marketing paradigm has shifted over to more 'Consumer-Centric' focus. Now our energies are better spent on creating/developing marketing/information that offers actual value/benefit to potential clients.

Unfortunately, there are still many out there who feel that conversational blogging = advertising. Their usual blog post consists of a few jumbled, barely legible sentences hurriedly thrown together. Then the remaining 3/4 majority content contains a business card on steroids, with every conceivable piece of contact information imaginable, endless Realtor designations, accolades, website links, snappy catch phrases, logos, banners, etc..

A well constructed blog will contain sufficient navigation tools to facilitate a reader's desire to contact you. Redundant links, banners, signatures, ad nauseum, only serve to clutter your content, 'interrupt' the flow of meaningful dialog, and distract your readers from meaningful content.

Creating good quality, hyper-local content takes time, effort, and commitment. There are no shortcuts. Good writing will attract your readers and keep them engaged, and coming back!

~     o     ~     o     ~     o     ~     o     ~     o     ~


Rich Jacobson is a licensed real estate professional providing knowledgeable empowerment and relentless representation for his clients of residential properties and vacant land throughout all of Kitsap County WA and portions of Pierce, Mason, and Jefferson Counties. You can also find him at KitsapLife.com, SOUNDBITEBLOG and Crabbing in the Hood, or e-mail:  kitsapagent@gmail.com

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Rich Jacobson is a District Director for Fathom Realty and a licensed REALTOR®; an avid Crab Hunter, Clam Digger, and Oyster Shucker, He is the Social Media Evangelist for Life on the Kitsap Peninsula & The Western Puget Sound in scenic WA State.


Re-Blogged 1 time:

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  1. D B 03/01/2009 12:40 AM
ActiveRain Community
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HELP/FAQ (Read 'Purpose Statement' Carefully!)
Blog Tips for Rain Drips
blog tips for rain drips
taking the hype out of hyperlocal content

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Robert Vegas Bob Swetz
Realty ONE Group - Las Vegas, NV
Las Vegas Henderson Homes for Sale

Rich - Wonderful blog! I have a problem, the network is not letting me make comments to members blogs!


Mar 03, 2009 06:31 AM #92
Greg Miller
Ruoff Home Mortgage - Sarasota, FL
Florida Home Loans - Conventional,FHA,USDA,VA

Great food for thought Rich,makes perfect sense to me about not turning your post into a billboard

Mar 03, 2009 09:43 AM #93
Maureen McCabe
HER Realtors - Columbus, OH
Columbus Ohio Real Estate

Looks like your comment came through George

Is there a change in scoring Rich? 

What counts in the scoring?  comments? clicks?

Are the posts with an advertisement on the bottom dinged points?

Mar 03, 2009 10:26 AM #94
Rich Jacobson
Fathom Realty West Sound - Poulsbo, WA
Your Kitsap County WA Real Estate Broker

Maureen:   No changes that I know of. Very few people know the exact algorithm that 's being employed, which is probably best. I know it takes into consideration the amount of comments received, and probably the amount of clicks. The posts with ad ad nauseum don't get dinged.

Mar 03, 2009 10:42 AM #95
Diane Aurit
LKN Realty, LLC - Mooresville, NC
Lake Norman Real Estate

Rich, I'm glad marti featured this as I had read several posts responding to this but now I have read the original post.  I passionately agree with you.  I hate hard-sell looking blogs, posts and comments.  What I do at the end of my post is suggest several related articles that readers might find interesting which then takes them to my own blog.  It works for me!

Mar 04, 2009 12:25 AM #96
Brien Berard
Remax Professionals Laurel MD - Laurel, MD
Maryland Real Estate Agents - Laurel Real Estate

I agree with some posters here, that a little bit of advertising on the bottom of my blog goes a long way.

Mar 04, 2009 06:59 AM #97
Dan (Dan O) Olague
John L. Scott - Puyallup, WA

Rich,  You made some great points in your blog.  I plan to do my first blog soon and will keep the information from your blog in mind when writing it.

Mar 04, 2009 07:04 AM #98
Stephanie Feinzilberg
Remax Services - Delray Beach, FL

It all makes sense. Consumers want to know what's in it for them!!!

Mar 10, 2009 06:20 AM #99
Nyles Courchesne
Peskin, Courchesne and Allen, P.C. - Springfield, MA
Massachusetts Real Estate Attorney

I have been reposting my info on the bottom of my posts because as some of commentors mention, it may be the only lead back on other servers. . .

Mar 10, 2009 02:41 PM #100
Jim Cheney
Saint Francis Property Santa Rosa, CA - Santa Rosa, CA
Rincon Valley Realtor 707.494.1055

Excellent advice

Mar 13, 2009 05:07 AM #101
Terry Chenier
Homelife Glenayre Realty - Mission, BC

I agree. I get partly through some blogs and I move on without commenting. Sorry, that's the way it is.

Mar 13, 2009 07:17 PM #102
Mike Hendren
Mike Hendren Photography - Cloudcroft, NM

I agree completely - blogging, in the final analysis is about communication.  If we can write intelligent, interesting posts and keep people coming back for more, then as you say, they will figure out how to contact us is they want to.

Mar 14, 2009 01:26 AM #103
Maureen McCabe
HER Realtors - Columbus, OH
Columbus Ohio Real Estate

I have started spamming myself... an itty bitty line on the bottom of posts if I can remember to do it.  Usually when I post it I think this is silly... it is right there over on the side of my post... am I insulting their intelligence... am I insulting Google.  It is a test. It is only a test.

Mar 14, 2009 01:31 AM #104
Tere Rottink
CoastalVa Realty Inc - Virginia Beach, VA

I am still not sure which way I will go.  I will bookmark this post, as it is full of information from you and the comments.  Gotta run now

Mar 18, 2009 12:33 AM #105
Amanda Evans
DFW Living - Fort Worth, TX
Real Estate Broker - Fort Worth Texas

It's all fun and games 'til somebody moves the blog button.

Mar 23, 2009 10:00 AM #106
Betina Foreman
WJK Realty - Austin, TX
Realtor, C.N.E., with WJK REALTY

I agree with Amanda! I want to know what happened to the Bookmark button!?!? Great info in this post, I am paring down my information on the bottom of posts. Thanks!!

Jul 30, 2009 01:25 PM #107
Brent Bell
RE/MAX Premier, Realtors - West Hartford, CT
CRS, e-PRO, GRI, Hartford County


Great post for creating a discussion; I learn so much more from a conversation on active rain which explains multiple perspectives. Although I agree that quality of content is key to keeping the consumers' attention and earning their respect, it is clear that the less-sophisticated consumer needs an easy link at the bottom of the blog if they want to find you after reading and those links do make it easier for consumers to find your writing in the first place!

Aug 13, 2009 10:36 PM #108
Kent Anderson
Coldwell Banker Realty-Schweitzer Mountain, Sandpoint, Idaho - Sandpoint, ID
from Schweitzer to the Lake

Rich - Great information and great comments, also.  I believe in self promotion but MODERATION is key.

Sep 17, 2009 12:05 PM #109
Kim Scott
Coldwell Banker United - Atascocita, TX

I like the reference to the business card on steriods because it is so true.  I am relatively new to the industry and struggled when I started to place so much value in my picture.  I am now considering replacing my picture on my business card entirly with a QR code.  Great post- thanks for the tips!

Jun 13, 2011 07:28 PM #110
Rich Jacobson
Fathom Realty West Sound - Poulsbo, WA
Your Kitsap County WA Real Estate Broker

Kim: For some folks, a QR code would definitely be an improvement! But for you, I think both would be perfect. You have a great smile!...

Jun 13, 2011 07:30 PM #111
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