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Slide 1: Demystifying Real Estate Blogging Jay Thompson PhoenixRealEstateGuy.com 480-235-4447
Slide 2: 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 3: 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 4: 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. Jay Thompson www.PhoenixRealEstateGuy.com
Slide 5: Blogs in Plain English You can view “Blogs in Plain English” at: http://commoncraft.com/blogs Video Courtesy of CommonCraft Jay Thompson www.PhoenixRealEstateGuy.com
Slide 6: Jay Thompson www.PhoenixRealEstateGuy.com
Slide 7: 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 8: Search Engine Examples Jay Thompson www.PhoenixRealEstateGuy.com
Slide 9: Search Engine Examples Jay Thompson www.PhoenixRealEstateGuy.com
Slide 10: Search Engine Examples Jay Thompson www.PhoenixRealEstateGuy.com
Slide 11: Search Engine Examples Jay Thompson www.PhoenixRealEstateGuy.com
Slide 12: Jay Thompson www.PhoenixRealEstateGuy.com
Slide 13: 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 14: 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 15: Free Hosting • www.WordPress.com All free hosting will – Click on “Sign Up Now” include some ads – 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 16: 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. Jay Thompson www.PhoenixRealEstateGuy.com
Slide 17: RSS in Plain English You can view “RSS in Plain English” at: http://commoncraft.com/rss_plain_english Video Courtesy of CommonCraft Jay Thompson www.PhoenixRealEstateGuy.com
Slide 18: • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 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 Jay Thompson 100. Credit Repair 101. Fair housing issues. www.PhoenixRealEstateGuy.com Available from Orlando Cazarez at First American Title
Slide 19: 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 20: 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. Jay Thompson www.PhoenixRealEstateGuy.com
Slide 21: 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 Jay Thompson www.PhoenixRealEstateGuy.com
Slide 22: • 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! Jay Thompson www.PhoenixRealEstateGuy.com
Slide 23: 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. Jay Thompson www.PhoenixRealEstateGuy.com
Slide 24: Questions & Answers Jay Thompson www.PhoenixRealEstateGuy.com
Slide 25: 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 Jay Thompson www.PhoenixRealEstateGuy.com