Realty Blogging Build Your Brand and

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!

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.

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

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Realty Blogging Build Your Brand and Out-Smart Your Competition

Summary

Author Biography

Table of Contents

Supplemental Materials