demystifying real estate blogging

Demystifying Real Estate Blogging

Jay ThompsonPhoenixRealEstateGuy.com

480-235-4447

Jay Thompsonwww.PhoenixRealEstateGuy.com

Introduction

• My name is Jay, and I have a blogging problem…• Designated Broker, Thompson’s Realty• Blogs I write or contribute to:

– Phoenix Real Estate Guy– Agent Genius– Geek Estate Blog– HomeGain Corporate Blog– NAR Wisdom

• Owner, RealtyTechHelp.com

Agenda

• What is a Blog?• Why Blog?• How to Start a Blog

– Self hosting vs. free hosting

• Blog Topics• Marketing and Prospecting with a Blog• The Good, The Bad, and The Ugly• Next Steps• Q&A

What is a Blog?

• It’s really just a website• But different…• “Posts” (articles) are arranged in reverse

chronological order.• It’s “interactive” – users can leave comments,

engaging the author and other users.• Typically updated more frequently than a

traditional web site.

Blogs in Plain English

Video Courtesy of CommonCraft

You can view “Blogs in Plain English” at:

http://commoncraft.com/blogs

Why Blog?

• Tremendous learning opportunities• Exposure

– Increased web presence• Internet search engines love blogs

– Potential mainstream media exposure– “Meet” real estate professionals across the world

• Demonstrate your expertise, personality and business model

• 24x7x365 marketing and prospecting• Get real live clients

Search Engine Examples

How to Start a Blog

• Two major options: self-hosted & free hosting• Self-hosted:

– More customizable / flexible– More challenging to start up– Some cost (though minimal)– Branded to you– Complete ownership and freedom

• Free Hosting– Free, other than your time– Limited options / branding– Some ads included

Self-hosted

• www.WordPress.org - Blog software (free)• Domain name – GoDaddy.com ($9.00/yr)• Hosting – GoDaddy, MediaTemple.net,

HostGator.com, DreamHost.com ($45 - $240/yr)

• SOME hosts will install WP for you (DreamHost)• Some have “1 click” install (GDaddy, MT)• Some leave it up to you• You will need to learn to upload and install plugins

Free Hosting

• www.WordPress.com– Click on “Sign Up Now”– Select username and password– Blog is created as www.username.wordpress.com

• Can pay extra for your own domain name• Some themes and plugins already installed. Can’t add

additional ones.

• www.Blogger.com– Click on “Create your blog now”– Create account– Pick username and password– Blog is created as www.username.blogspot.com

All free hosting will include some ads

What to Blog About?

• Read read read other blogs – inside and outside of real estate industry– Use an RSS reader– Get ideas, but don’t **ever** take content

• Listen to clients – they ask “blogworthy” questions all the time…

• Blog your passions, blog what you know.

RSS in Plain English

Video Courtesy of CommonCraft

You can view “RSS in Plain English” at:

http://commoncraft.com/rss_plain_english

• 1. A story about your neighborhood.• 2. Local business, and send them a copy• 3. Your pet• 4. Go through your email; is there a question or comment from one of your

clients that can be made into a post?• 5. Listen to your buyers, they give you blog food• 6. Listen to your sellers, they give you blog food• 7. Conversations with other agents can be a source of great content• 8. Architecture or housing styles in your area• 9. Historic buildings• 10. Market statistics for your area, including average prices and absorption rates• 11. Read the blogs and look for ideas to build on or spin a new idea from• 12. Take a picture and write a post• 13. Home maintenance• 14. Take a walk• 15. Senior housing• 16. Pet friendly housing• 17. Staging ideas• 18. Local events• 19. Your hobby• 20. A closing• 21. A lender who did a great job• 22. Things that go wrong with real estate sales• 23. Home owners insurance• 24. Gardening and landscaping• 25. Your city counsel• 26. A new development• 27. Lofts• 28. Decoration ideas• 29. Real estate industry news – with you own unique commentary• 30. Mortgage news• 31. Interest rates• 32. Credit scores• 33. Consumer hoaxes and scams• 34. First time home buyer programs• 35. Working with seniors• 36. Working with baby boomers• 37. Second homes• 38. Investment properties• 39. Foreclosure• 40. Property flipping• 41. “Rehabbing” a home• 42. Home energy conservation• 43. Final walk through• 44. Equity stripping scams• 45. Agency• 46. Real estate companies• 47. Transportation and parking• 48. Schools• 49. Churches• 50. Day care

• 51. Paint and painting• 52. Pest Control• 53. Good neighbors• 54. Bad neighbors• 55. Over priced homes• 56. The home buying process• 57. The home selling process• 58. Book review of a real estate related book• 59. Real estate laws• 60. Real estate terms• 61. Moving with children• 62. Moving• 63. Moving with pets• 64. Places to eat• 65. Places to shop• 66. Commentary on local news stories• 67. Commentary on local public policy• 68. Tell a story about a client who was fun to work with• 69. Write about what it is like to be a realtor• 70. When taking classes find something you learned that could be used as a post• 71. Write off topic humor• 72. Environmental issues• 73. How to sell a house• 74. Landlord and tenant issues• 75. How not to sell a house• 76. Building trends• 77. Parks• 78. Art• 79. Home safety• 80. Review web sites on local or real estate related topics• 81. Property taxes• 82. Crime• 83. Open houses• 84. Trends in kitchen design• 85. Area events for children• 86. The local zoo• 87. Where to play golf• 88. Coffee shops• 89. Women home buyers• 90. Advice for FSBOs• 91. Interview some one• 92. Local real estate market trends and observations• 93. Funriture• 94. Investment scams• 95. Mortgage fraud• 96. Types of mortgages• 97. Home owners associations• 98. Attend a public meeting and write about it• 99. Week end getaways• 100. Credit Repair• 101. Fair housing issues.

Available from Orlando Cazarez at First American

Marketing & Prospecting With Blogs

• The Internet is on 24 hours a day, 7 days a week. Take advantage of it.

• You are an expert, show it.• Put your blog URL on everything – anywhere

you’d put a phone number…– Business Cards– Flyers– Sign Riders– Email Signatures– Print Ads

Marketing & Prospecting With Blogs

• Real estate is a people business. Clients connect with you for a variety of reasons– Your knowledge– Your personality– Your history– Your business model– Your looks (sad, but sometimes true)

• Blogging is the single best way to put all this on the Internet, for all to see.

Prospecting Takes Time, and Work

• And so does blogging successfully• Don’t expect overnight success• Consistency is key – 3 posts weekly, more is

generally better• Don’t blog in a vacuum. Participate on other blogs,

link out to other blogs frequently.• Seek out a blogging mentor or group (

http://azrealestateblogs.com) • Most bloggers are nice people, willing to help

• It’s OK (good in fact) to be opinionated– Just don’t be too “over the top”

• Tell the truth. Always. You will get called out if you don’t

• Have a comment policy. Use it.• Attack the idea, not the person.• Link out liberally.• Avoid politics, sex, religion• Going “off topic” is OK, just

remember your ultimate purpose.• Avoid baiting, slander and “blog

wars”• Have FUN!

Next Steps

• Read blogs. Participate in other blogs and networks. Get an ActiveRain account if you want to practice.

• Decide (roughly) what the purpose of your blog is:– Increased Internet presence– Networking with peers– Demonstrate your expertise– Electronic Newsletter– Prospecting– Branding

• Do it!! You can always modify and adapt on the fly. There really are no “rules” in blogging. Every blog is different.

Questions &

Answers

A Few Good Blogs• Phoenix Real Estate Guy: http://www.PhoenixRealEstateGuy.com • Phoenix Real Estate Home (Brokerage Group Blog):

http://PhoenixRealEstateHome.com • Agent Genius: http://AgentGenius.com • AZ Mortgage Guru: http://www.AZMortgageGuru.com • CopyBlogger: http://copyblogger.com/ • 4Realz: http://4Realz.net • The Butterworth Group: http://www.butterhomes.com/blog/• ProBlogger: http://www.problogger.net/ • Future of Real Estate Marketing:

http://www.futureofrealestatemarketing.com/• Inman News: http://www.Inman.com & Inman Blog Network

http://www.inman.com/blog-network • Internet Real Estate Success: http://internetrealestatesuccess.com/ • North Phoenix Agent: http://NorthPhoenixAgetn.wordpress.com • A single property “blogsite”: http://TatumAndShea.com

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