Write Right, Right Now.


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Presentation given at Virtual Real Estate Bar Camp Jan 4, 2009. #vrebc

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Write Right, Right Now.

  1. 1. Write Right, Right Now. Get Your Blog On! Virtual Real Estate Bar Camp Jay Thompson Broker / Owner – Thompson’s Realty PhoenixRealEstateGuy.com RealtyTechHelp.com
  2. 2. What we’ll cover <ul><li>Get your blog on! </li></ul><ul><ul><li>Why you write </li></ul></ul><ul><ul><li>What to write </li></ul></ul><ul><ul><li>When to write </li></ul></ul><ul><ul><li>How to write </li></ul></ul><ul><li>Q & A’s </li></ul>
  3. 3. Why you Write <ul><li>Ultimately, you write to gain clients </li></ul><ul><li>Have a goal </li></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Search registrations </li></ul></ul><ul><ul><li>Contact forms submitted </li></ul></ul><ul><ul><li>“Commission Checks” is too vague </li></ul></ul><ul><ul><li>Define it, track it, modify as needed </li></ul></ul>
  4. 4. What to Write <ul><li>Write what you are passionate about… </li></ul><ul><ul><li>Your readers will sense your passion. Or not. </li></ul></ul><ul><li>Write for your readers, not Google. </li></ul><ul><ul><li>Google is smart, so are your readers. </li></ul></ul>
  5. 5. What to Write <ul><li>Don’t obsess on ranking for “Your City Real Estate” </li></ul><ul><ul><li>Target “long tail” terms: </li></ul></ul><ul><ul><ul><li>Subdivisions </li></ul></ul></ul><ul><ul><ul><li>Parts of your city as opposed to the whole </li></ul></ul></ul><ul><ul><ul><li>Niche markets – golf course homes, first time buyers, price ranges, foreclosures </li></ul></ul></ul><ul><li>Your blog doesn’t have to be just real estate </li></ul><ul><ul><li>Let your personality through </li></ul></ul>
  6. 6. What to Write <ul><li>Writer’s Block? </li></ul><ul><ul><li>Mine real estate forums for questions: </li></ul></ul><ul><ul><ul><li>Trulia Voices Q&A </li></ul></ul></ul><ul><ul><ul><li>Zillow Advice </li></ul></ul></ul><ul><ul><li>Google “ real estate blog topics ” </li></ul></ul><ul><ul><li>Read other real estate blogs </li></ul></ul><ul><ul><ul><li>Build on ideas, DO NOT take content! </li></ul></ul></ul>
  7. 7. When to Write <ul><li>“One off” content </li></ul><ul><li>“Evergreen” content </li></ul><ul><ul><li>Not time specific </li></ul></ul><ul><ul><li>Long lasting </li></ul></ul><ul><li>Time sensitive content </li></ul><ul><ul><li>Local events </li></ul></ul><ul><ul><li>Legislative events </li></ul></ul><ul><ul><li>Announcements </li></ul></ul>
  8. 8. Sometimes it pays to be timely
  9. 9. Sometimes it pays to be timely
  10. 10. Be Timely <ul><li>Set up Google alerts </li></ul><ul><ul><li>“ City real estate” </li></ul></ul><ul><ul><li>“ city grand opening” </li></ul></ul><ul><li>Subscribe to Chamber of Commerce updates </li></ul><ul><li>Subscribe to local newspaper’s RSS feeds </li></ul><ul><li>Track legislation on OpenCongress.org </li></ul>
  11. 11. How to Write <ul><li>Accept the fact most won’t read your entire article. </li></ul><ul><li>Readers scan blogs, much like newspapers. </li></ul><ul><li>The “F shape” </li></ul>
  12. 12. Eyetracking Heatmap
  13. 13. Taking Advantage of the F Shape <ul><li>Titles are important – to readers and search engines </li></ul><ul><ul><li>Titles are the newsprint equivalent of headlines </li></ul></ul><ul><ul><li>Write the title AFTER the article </li></ul></ul><ul><ul><li>Keywords are important, but don’t stuff </li></ul></ul>
  14. 14. Taking Advantage of the F Shape <ul><li>The first paragraph is the most important </li></ul><ul><li>Break up blocks of text </li></ul><ul><ul><li>Sub-headings </li></ul></ul><ul><ul><li>Indent </li></ul></ul><ul><ul><li>Lists </li></ul></ul><ul><li>Split lengthy tomes into multiple parts </li></ul><ul><li>White space is your friend </li></ul>
  15. 15. HTML php CSS meta tags <H1> keyword density – Oh My! <ul><li>Forget all this stuff </li></ul><ul><li>Just WRITE </li></ul><ul><ul><li>Write like you speak </li></ul></ul><ul><ul><li>Write consistently </li></ul></ul><ul><ul><li>Vary your content </li></ul></ul><ul><ul><li>Be real / authentic / transparent / YOU </li></ul></ul><ul><ul><li>BUILD TRUST </li></ul></ul>
  16. 16. Attracting Attention <ul><li>Prospective clients </li></ul><ul><li>Local people </li></ul><ul><li>Search engines </li></ul><ul><li>Other agents </li></ul><ul><li>Media </li></ul><ul><li>Consistency is key for all 3. </li></ul><ul><li>It takes practice </li></ul><ul><li>IT TAKES TIME </li></ul>
  17. 17. Thanks!! <ul><li>Questions? Contact me: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Please consider donating to the Warmath Children College Fund </li></ul><ul><li>This presentation will be available on Slideshare shortly after the webinar: </li></ul><ul><ul><li>http://www.slideshare.net/PhoenixREGuy </li></ul></ul><ul><ul><li>http:// tpreg.com </li></ul></ul>
  18. 18. Sites of Interest <ul><li>Copy Blogger </li></ul><ul><li>Pro Blogger </li></ul><ul><li>Eye Tracking Research - http://www.useit.com/eyetracking/ </li></ul><ul><li>Phoenix Real Estate Guy ! ;) </li></ul>