Demystifying Real Estate Blogging


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Blogging seminar slides. Presented June 12, 2008

Published in: Economy & Finance, Technology
  • Well thanks Dru! That's a great list. I mentioned in the presentation that you could start at the top of that list, work your way down daily and just repeat. It should be a nice list should the old 'What do I write about today?' fog ever hits.
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  • Jay, This is an outstanding presentation. You've done a great job of simplifying blogging concepts and the process. I had to come back and visit again, but I wanted to print out the 101 ideas page! Dru
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Demystifying Real Estate Blogging

  1. Demystifying Real Estate Blogging Jay Thompson 480-235-4447
  2. Introduction <ul><li>My name is Jay, and I have a blogging problem… </li></ul><ul><li>Designated Broker, Thompson’s Realty </li></ul><ul><li>Blogs I write or contribute to: </li></ul><ul><ul><li>Phoenix Real Estate Guy </li></ul></ul><ul><ul><li>Agent Genius </li></ul></ul><ul><ul><li>Geek Estate Blog </li></ul></ul><ul><ul><li>HomeGain Corporate Blog </li></ul></ul><ul><ul><li>NAR Wisdom </li></ul></ul><ul><li>Owner, </li></ul>
  3. Agenda <ul><li>What is a Blog? </li></ul><ul><li>Why Blog? </li></ul><ul><li>How to Start a Blog </li></ul><ul><ul><li>Self hosting vs. free hosting </li></ul></ul><ul><li>Blog Topics </li></ul><ul><li>Marketing and Prospecting with a Blog </li></ul><ul><li>The Good, The Bad, and The Ugly </li></ul><ul><li>Next Steps </li></ul><ul><li>Q&A </li></ul>
  4. What is a Blog? <ul><li>It’s really just a website </li></ul><ul><li>But different… </li></ul><ul><li>“Posts” (articles) are arranged in reverse chronological order. </li></ul><ul><li>It’s “interactive” – users can leave comments, engaging the author and other users. </li></ul><ul><li>Typically updated more frequently than a traditional web site. </li></ul>
  5. Blogs in Plain English Video Courtesy of CommonCraft You can view “Blogs in Plain English” at:
  7. Why Blog? <ul><li>Tremendous learning opportunities </li></ul><ul><li>Exposure </li></ul><ul><ul><li>Increased web presence </li></ul></ul><ul><ul><ul><li>Internet search engines love blogs </li></ul></ul></ul><ul><ul><li>Potential mainstream media exposure </li></ul></ul><ul><ul><li>“Meet” real estate professionals across the world </li></ul></ul><ul><li>Demonstrate your expertise, personality and business model </li></ul><ul><li>24x7x365 marketing and prospecting </li></ul><ul><li>Get real live clients </li></ul>
  8. Search Engine Examples
  9. Search Engine Examples
  10. Search Engine Examples
  11. Search Engine Examples
  13. How to Start a Blog <ul><li>Two major options: self-hosted & free hosting </li></ul><ul><li>Self-hosted: </li></ul><ul><ul><li>More customizable / flexible </li></ul></ul><ul><ul><li>More challenging to start up </li></ul></ul><ul><ul><li>Some cost (though minimal) </li></ul></ul><ul><ul><li>Branded to you </li></ul></ul><ul><ul><li>Complete ownership and freedom </li></ul></ul><ul><li>Free Hosting </li></ul><ul><ul><li>Free, other than your time </li></ul></ul><ul><ul><li>Limited options / branding </li></ul></ul><ul><ul><li>Some ads included </li></ul></ul>
  14. Self-hosted <ul><li> - Blog software (free) </li></ul><ul><li>Domain name – ($9.00/yr) </li></ul><ul><li>Hosting – GoDaddy,,, ($45 - $240/yr) </li></ul><ul><li>SOME hosts will install WP for you (DreamHost) </li></ul><ul><li>Some have “1 click” install (GDaddy, MT) </li></ul><ul><li>Some leave it up to you </li></ul><ul><li>You will need to learn to upload and install plugins </li></ul>
  15. Free Hosting <ul><li> </li></ul><ul><ul><li>Click on “Sign Up Now” </li></ul></ul><ul><ul><li>Select username and password </li></ul></ul><ul><ul><li>Blog is created as </li></ul></ul><ul><ul><ul><li>Can pay extra for your own domain name </li></ul></ul></ul><ul><ul><ul><li>Some themes and plugins already installed. Can’t add additional ones. </li></ul></ul></ul><ul><li> </li></ul><ul><ul><li>Click on “Create your blog now” </li></ul></ul><ul><ul><li>Create account </li></ul></ul><ul><ul><li>Pick username and password </li></ul></ul><ul><ul><li>Blog is created as </li></ul></ul>All free hosting will include some ads
  16. What to Blog About? <ul><li>Read read read other blogs – inside and outside of real estate industry </li></ul><ul><ul><li>Use an RSS reader </li></ul></ul><ul><ul><li>Get ideas, but don’t **ever** take content </li></ul></ul><ul><li>Listen to clients – they ask “blogworthy” questions all the time … </li></ul><ul><li>Blog your passions, blog what you know. </li></ul>
  17. RSS in Plain English Video Courtesy of CommonCraft You can view “RSS in Plain English” at:
  18. <ul><li>1. A story about your neighborhood. </li></ul><ul><li>2. Local business, and send them a copy </li></ul><ul><li>3. Your pet </li></ul><ul><li>4. Go through your email; is there a question or comment from one of your clients that can be made into a post? </li></ul><ul><li>5. Listen to your buyers, they give you blog food </li></ul><ul><li>6. Listen to your sellers, they give you blog food </li></ul><ul><li>7. Conversations with other agents can be a source of great content </li></ul><ul><li>8. Architecture or housing styles in your area </li></ul><ul><li>9. Historic buildings </li></ul><ul><li>10. Market statistics for your area, including average prices and absorption rates </li></ul><ul><li>11. Read the blogs and look for ideas to build on or spin a new idea from </li></ul><ul><li>12. Take a picture and write a post </li></ul><ul><li>13. Home maintenance </li></ul><ul><li>14. Take a walk </li></ul><ul><li>15. Senior housing </li></ul><ul><li>16. Pet friendly housing </li></ul><ul><li>17. Staging ideas </li></ul><ul><li>18. Local events </li></ul><ul><li>19. Your hobby </li></ul><ul><li>20. A closing </li></ul><ul><li>21. A lender who did a great job </li></ul><ul><li>22. Things that go wrong with real estate sales </li></ul><ul><li>23. Home owners insurance </li></ul><ul><li>24. Gardening and landscaping </li></ul><ul><li>25. Your city counsel </li></ul><ul><li>26. A new development </li></ul><ul><li>27. Lofts </li></ul><ul><li>28. Decoration ideas </li></ul><ul><li>29. Real estate industry news – with you own unique commentary </li></ul><ul><li>30. Mortgage news </li></ul><ul><li>31. Interest rates </li></ul><ul><li>32. Credit scores </li></ul><ul><li>33. Consumer hoaxes and scams </li></ul><ul><li>34. First time home buyer programs </li></ul><ul><li>35. Working with seniors </li></ul><ul><li>36. Working with baby boomers </li></ul><ul><li>37. Second homes </li></ul><ul><li>38. Investment properties </li></ul><ul><li>39. Foreclosure </li></ul><ul><li>40. Property flipping </li></ul><ul><li>41. “Rehabbing” a home </li></ul><ul><li>42. Home energy conservation </li></ul><ul><li>43. Final walk through </li></ul><ul><li>44. Equity stripping scams </li></ul><ul><li>45. Agency </li></ul><ul><li>46. Real estate companies </li></ul><ul><li>47. Transportation and parking </li></ul><ul><li>48. Schools </li></ul><ul><li>49. Churches </li></ul><ul><li>50. Day care </li></ul><ul><li>51. Paint and painting </li></ul><ul><li>52. Pest Control </li></ul><ul><li>53. Good neighbors </li></ul><ul><li>54. Bad neighbors </li></ul><ul><li>55. Over priced homes </li></ul><ul><li>56. The home buying process </li></ul><ul><li>57. The home selling process </li></ul><ul><li>58. Book review of a real estate related book </li></ul><ul><li>59. Real estate laws </li></ul><ul><li>60. Real estate terms </li></ul><ul><li>61. Moving with children </li></ul><ul><li>62. Moving </li></ul><ul><li>63. Moving with pets </li></ul><ul><li>64. Places to eat </li></ul><ul><li>65. Places to shop </li></ul><ul><li>66. Commentary on local news stories </li></ul><ul><li>67. Commentary on local public policy </li></ul><ul><li>68. Tell a story about a client who was fun to work with </li></ul><ul><li>69. Write about what it is like to be a realtor </li></ul><ul><li>70. When taking classes find something you learned that could be used as a post </li></ul><ul><li>71. Write off topic humor </li></ul><ul><li>72. Environmental issues </li></ul><ul><li>73. How to sell a house </li></ul><ul><li>74. Landlord and tenant issues </li></ul><ul><li>75. How not to sell a house </li></ul><ul><li>76. Building trends </li></ul><ul><li>77. Parks </li></ul><ul><li>78. Art </li></ul><ul><li>79. Home safety </li></ul><ul><li>80. Review web sites on local or real estate related topics </li></ul><ul><li>81. Property taxes </li></ul><ul><li>82. Crime </li></ul><ul><li>83. Open houses </li></ul><ul><li>84. Trends in kitchen design </li></ul><ul><li>85. Area events for children </li></ul><ul><li>86. The local zoo </li></ul><ul><li>87. Where to play golf </li></ul><ul><li>88. Coffee shops </li></ul><ul><li>89. Women home buyers </li></ul><ul><li>90. Advice for FSBOs </li></ul><ul><li>91. Interview some one </li></ul><ul><li>92. Local real estate market trends and observations </li></ul><ul><li>93. Funriture </li></ul><ul><li>94. Investment scams </li></ul><ul><li>95. Mortgage fraud </li></ul><ul><li>96. Types of mortgages </li></ul><ul><li>97. Home owners associations </li></ul><ul><li>98. Attend a public meeting and write about it </li></ul><ul><li>99. Week end getaways </li></ul><ul><li>100. Credit Repair </li></ul><ul><li>101. Fair housing issues. </li></ul>Available from Orlando Cazarez at First American Title
  19. Marketing & Prospecting With Blogs <ul><li>The Internet is on 24 hours a day, 7 days a week. Take advantage of it. </li></ul><ul><li>You are an expert, show it. </li></ul><ul><li>Put your blog URL on everything – anywhere you’d put a phone number… </li></ul><ul><ul><li>Business Cards </li></ul></ul><ul><ul><li>Flyers </li></ul></ul><ul><ul><li>Sign Riders </li></ul></ul><ul><ul><li>Email Signatures </li></ul></ul><ul><ul><li>Print Ads </li></ul></ul>
  20. Marketing & Prospecting With Blogs <ul><li>Real estate is a people business. Clients connect with you for a variety of reasons </li></ul><ul><ul><li>Your knowledge </li></ul></ul><ul><ul><li>Your personality </li></ul></ul><ul><ul><li>Your history </li></ul></ul><ul><ul><li>Your business model </li></ul></ul><ul><ul><li>Your looks (sad, but sometimes true) </li></ul></ul><ul><li>Blogging is the single best way to put all this on the Internet, for all to see. </li></ul>
  21. Prospecting Takes Time, and Work <ul><li>And so does blogging successfully </li></ul><ul><li>Don’t expect overnight success </li></ul><ul><li>Consistency is key – 3 posts weekly, more is generally better </li></ul><ul><li>Don’t blog in a vacuum. Participate on other blogs, link out to other blogs frequently. </li></ul><ul><li>Seek out a blogging mentor or group ( ) </li></ul><ul><li>Most bloggers are nice people, willing to help </li></ul>
  22. <ul><li>It’s OK (good in fact) to be opinionated </li></ul><ul><ul><li>Just don’t be too “over the top” </li></ul></ul><ul><li>Tell the truth. Always. You will get called out if you don’t </li></ul><ul><li>Have a comment policy. Use it. </li></ul><ul><li>Attack the idea, not the person. </li></ul><ul><li>Link out liberally. </li></ul><ul><li>Avoid politics, sex, religion </li></ul><ul><li>Going “off topic” is OK, just remember your ultimate purpose. </li></ul><ul><li>Avoid baiting, slander and “blog wars” </li></ul><ul><li>Have FUN! </li></ul>
  23. Next Steps <ul><li>Read blogs. Participate in other blogs and networks. Get an ActiveRain account if you want to practice. </li></ul><ul><li>Decide (roughly) what the purpose of your blog is: </li></ul><ul><ul><li>Increased Internet presence </li></ul></ul><ul><ul><li>Networking with peers </li></ul></ul><ul><ul><li>Demonstrate your expertise </li></ul></ul><ul><ul><li>Electronic Newsletter </li></ul></ul><ul><ul><li>Prospecting </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><li>Do it!! You can always modify and adapt on the fly. There really are no “rules” in blogging. Every blog is different. </li></ul>
  24. <ul><li>Questions & Answers </li></ul>
  25. A Few Good Blogs <ul><li>Phoenix Real Estate Guy: </li></ul><ul><li>Phoenix Real Estate Home (Brokerage Group Blog): </li></ul><ul><li>Agent Genius: </li></ul><ul><li>AZ Mortgage Guru: </li></ul><ul><li>CopyBlogger: </li></ul><ul><li>4Realz: </li></ul><ul><li>The Butterworth Group: </li></ul><ul><li>ProBlogger: </li></ul><ul><li>Future of Real Estate Marketing: </li></ul><ul><li>Inman News: & Inman Blog Network </li></ul><ul><li>Internet Real Estate Success: </li></ul><ul><li>North Phoenix Agent: </li></ul><ul><li>A single property “blogsite”: </li></ul>