“Blog Networks Series” Part 1: The Most Powerful Marketing Secret Real Esate Brokers Must Understand

In the series, “Blog Networks”, we will illustrate the sea-change blogging is bringing to mass media and it’s effects on your business, identify why blogging is where you should be placing your monies, and finally present Blog Networks-the biggest first mover advantage to brokers who wish to generate and close leads while locking their competition out of the market.

Revolutionary, sea-change, “Purple Cow”, first adopter’s massive advantage, and monopoly are all striking yet appropriate descriptions of Pat Kitano’s Blog Network predictions for real estate brokerages in 2008.

But in order to understand why this tool will change the face of real estate marketing-advertising and lead generation, brokers must first accept the fact that what used to work in the past is quickly losing effectiveness today moving into the future.

The days of Yellow Pages advertising, local newspaper advertising, and magazine advertising are quickly losing ground to the online information revolution that is Web 2.0. Newspaper and magazine advertising will always remain a part of a Broker’s marketing plan but now and into the future it will have a decreasing role and effect.

How do we know this to be true?

Technology Director and author of mytechopinion.com Reggie Nicolay provides the following eye opening statistics:

1. National Association of Realtors state that “72% of buyers begin their search online”
2. California Association of Realtors states that “84% of buyers begin their search online”
3. 35% of buyers and sellers begin their search online at Google.com
4. 100,000,000 blogs are in the blogosphere yet real estate remains a open niche
5. Hyper local blogs,
theharperteam.com, are capturing valuable search engine placement ahead of small, local news agencies in their area

Sign of The Times

Rupert Murdoch’s decision to change the Wall Street Journal from a paid online subscription fee to an advertising revenue based business model (free to readers) was a defining moment in how blogging is changing the media landscape.

According to prolific blogger Tommy of therealestatebloggers.com’s insightful article “Note To Sellers, Buyers Are Looking Online for Homes Not the Newspapers” ad revenue is down in the print media due to the influx of blogs providing valuable, free, time sensitive information which allows the reader to interact with the source in a real time format.


Consequently the first step to unleashing the unlimited power of your own Blog Network is understanding how the media landscape is changing. People are no longer going to their newspapers and magazines as a first step to search for real estate information.


6 thoughts on ““Blog Networks Series” Part 1: The Most Powerful Marketing Secret Real Esate Brokers Must Understand

  1. Pingback: American News Media and Real Estate Industry: Your Business Models Are Changing Are You Ready To Survive? « DeansGuide

  2. Dean,

    Yes to all, specifically to the sad state of real estate blogs (there are amazing one’s out there – but overall – the numbers are low!)
    Specific towards blogging, I often hear:

    “But I don’t have time to blog”
    “I can’t write”
    “I wouldn’t know what to say”

    ….all those are excuses, that need to be ‘owned up to’, and I think having a post like this one – helps to ‘bring home reality’. (Does this sound too harsh? In my opinion it’s reality.)

    No time to blog? If you refuse to make the time now, to learn and accept the new reality, you’ll find yourself with nothing but time in the future – because Buyer’s will have moved on.

    Can’t write? Start and keep writing – what’s the old saying? Practice makes perfect. And even if we’re not going for perfect – your “blogging voice” would be good.

    Don’t know what to say? What DO you tell your clients? About the area, the market, the homes, the neighborhoods, schools, etc.

  3. Sabine,

    It is a pleasure to read your analysis, honest opinions, and openness about your industry. Blog networks are a posit created by my business mentor Pat Kitano of http://transparentre.com. Although Pat was not the only person with this vision, he was to my knowledge one of the first who is getting it right.

    Please watch for the California Women’s Council of Realtors who are about to launch a very powerful Blog Network with the guidance of Pat and Kevin Boer of Domus Consulting Group.

    This strategy is truly the killer application for Brokers. If you want to create a lead gen monster, marketing tool that engages your target audience in real time format, SEO machine, ongoing resume, and the ability to lock your competition out of the most important niche/location keywords and phrases then the Blog Network is a first adopters heaven–right now.

    Thanks Sabine it is great to hear from you. Please consider telling us more about your focus and niche market.


  4. Susan,

    The questions are numerous:

    1. How quickly do you wish to rent your properties?
    2. How much technical knowledge do you have in regards to computers?
    3. Are you patient enough to follow instructions via youtube or over the internet?

    4. Are you willing to write about the property, town or resort, the people, new restaurants and anything of value you can “give” people?
    5. Do you expect immediate results?
    6. Do you understand “keyword and keyphrases” and how important they are to a blog?

    7. Do you understand Search Engine Optimization and how Google “indexes” or ranks your blog and why?

    The most important question is are you willing to make the commitment to write an article 5 days per week, give people valuable information for free without asking for anything in return, and most of all are you understanding that writing a blog IS NOT A SALES PITCH for your property or anything else?


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