Realty Blogging Build Your Brand and Out-Smart Your Competition

by Nacht, Richard; Chaney, Paul

• ISBN13: 9780071478953
• ISBN10: 0071478957
• Edition: 1st
• Format: Paperback
• Copyright: 2006-11-29
• Publisher: McGraw-Hill Education

Summary

Unleash the power of blogging in your real estate businessAre you blogging for your real estate business?Realty Bloggingshows you how to fully utilize this powerful, direct-communication marketing tool, giving you all the know-how you need to capture the interest and business of local homeowners, buyers, and sellers.Drawing upon their extensive experience in blogging, real estate, and online marketing, authors Richard Nacht and Paul Chaney reveal how to: Develop an effective Internet marketing strategy Generate leads consistently at almost no cost Define yourself as an expert in a particular area Serve your market niche Establish long-term relationships with your customers Create content that attracts major search engines Create buzz about your blog in the mediaPlus, you receive a FREE blogging platform and instructional sessions to get you blogging right away!

Author Biography

Richard Nacht has over twenty years' experience in the real estate and real estate finance industries, as well as extensive experience in online consumer marketing. He is the founder and President of Blogging Systems, LLC, a blogging system platform.

Paul Chaney is a business blog consultant and Vice-President of Marketing at Blogging Systems, LLC. A leading proponent of using blogs as business marketing and communications tools, Chaney has led blog workshops and seminars around the globe.

Table of Contents

Foreword	xi
Stefan Swanepoel
Preface	xiii
Acknowledgments	xvii
Introduction	xix
Brad Inman
Blogging as a Strategic Real Estate Marketing Tool	1	(8)
Blogs and Technology	2	(3)
Ten Strategic Benefits	5	(3)
Conclusion	8	(1)
Search Engine Marketing	9	(26)
Search Engine Value	10	(4)
Expert's Tip: How to Find Good Keywords	14	(2)
Expert's Tip: Tag Your Posts for Technorati	16	(3)
Expert's Tip: Generate the Best Backlinks	19	(2)
Case Study: Chris Bubny	21	(5)
Case Study: David Crockett	26	(2)
Tags and Permalinks	28	(1)
Blog Post Content	29	(2)
Blog-Specific Search Engines	31	(1)
Expert's Tip: Register Your Blog	32	(1)
Pinging	33	(1)
Conclusion	34	(1)
Direct Communication	35	(22)
Blogs Create Relationships	37	(1)
Blogs---Personalization Supercharged	38	(3)
Blog Writing Tips	41	(2)
Blog Post Formats	43	(5)
Expert's Tip: Blog Writing Suggestions	48	(1)
Determine Your Blog's Mission	49	(6)
Conclusion	55	(2)
Brand Building	57	(16)
Build Your Brand by Creating an Online Persona	59	(1)
Expert's Tip: Build Your Personal Brand	59	(2)
Build Your Brand by Promoting Conversations	61	(3)
Build Your Brand through Word-of-Mouth (WOM) Marketing	64	(3)
Build Your Brand through Connections	67	(1)
Build Your Brand by Creating Communities	67	(2)
Build Your Brand Cost-Effectively	69	(1)
Expert's Tip: Use a Blog for Recruiting Purposes	70	(1)
Partner with Your Customers	70	(1)
Expert's Tip: Build a Partnership with Your Customers	71	(1)
Conclusion	72	(1)
Competitive Differentiation	73	(10)
Three Examples	74	(2)
Create a Vendor Portal	76	(1)
Revisiting the Community Portal	76	(2)
Create an Experts' Blog Channel	78	(1)
Listing Appointments	79	(1)
New Age Farming	80	(1)
Conclusion	81	(2)
Positioning Yourself as the Expert	83	(8)
Case Study: Charlene Li	85	(1)
Position Yourself as an Expert	86	(2)
Expert's Tip: Learn from the Experts	88	(1)
How to Position Yourself as an Expert	88	(2)
Conclusion	90	(1)
Relationship Marketing	91	(14)
Blogs as Farming Tools	92	(1)
Case Study: Kevin O'Keefe	92	(2)
Benefits of Blogs versus Web Sites	94	(3)
Expert's Tip: Use Listings with Blogs	97	(1)
Community Blogging as a Farming Tool	98	(2)
Be Innovative in Your Marketing Techniques	100	(2)
Conclusion	102	(3)
Exploiting the Niches	105	(18)
Define Your Niches	107	(1)
Expert's Tip: Blogging Thrives When Serving a Specific Niche	107	(1)
Geographic Niches	108	(3)
Expert's Tip: Use Your Blog as Your Geographic Niche	111	(1)
Property Niches	111	(5)
Membership Niches	116	(1)
Ethnic Niches	116	(3)
Gender-Based Niches	119	(1)
Age-Based Niches	120	(1)
Gay and Lesbian Niches	121	(1)
Conclusion	122	(1)
Media and Public Relations	123	(16)
Media Use of Blogs for Source Material	124	(1)
Expert's Tip: Gain Media Attention	125	(1)
Some New Bloggers Are Journalists	126	(4)
You and Your Readers as Media	130	(2)
Expert's Tip: Communicate without ``Pitching''	132	(2)
Manage Your Own Online Reputation	134	(3)
Case Study: Kryptonite	137	(1)
Conclusion	138	(1)
Lead Generation	139	(8)
Establish Customer Relationships	140	(3)
Expert's Tip: Blog for Leads	143	(1)
Expert's Tip: Capture Contact Information	144	(1)
Using Your Company Web Site	144	(1)
Conclusion	145	(2)
Intranet and Project Management	147	(10)
Benefits to Intranet Blogging	149	(3)
Make Use of Your Intranet Blog	152	(4)
Intranet Blog Platform Requirements	156	(1)
Conclusion	156	(1)
Postscript	157	(4)
Afterword by Ralph Roberts	161	(2)
Appendix A: Ten Things to Consider Before You Start to Blog	163	(4)
Appendix B: Choosing the Right Blog Platform	167	(4)
Appendix C: Step-by-Step Guide to Creating Your Own Blog	171	(6)
Appendix D: Best Directories for Real Estate Marketing Purposes	177	(6)
Appendix E: Really Simple Syndication (RSS) and How to Use It	183	(6)
Index	189