Technology

Blogs can create covert real estate marketing

Be honest and be informative, say blogging experts

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Blogs can be a great source of free advertising for real estate professionals, though the medium is most effective when it is used to educate and communicate rather than to sell, said blogging experts who participated in an Inman News audio conference Monday. Effective blogs tend to be realistic, honest, opinionated, conversational and even blunt, panelists said – they effectively engage readers in a dialog and they do not shy away from controversy. "The idea is to get some pertinent information out there. For Realtors thinking of doing this, you have to say what it is and you have to get your ego out of it," said David G. Crockett, founder of The Crockett Team Ltd., a real estate team that is part of Cleveland-area brokerage Smythe, Cramer Co. Crockett also developed what he calls a "blog galaxy," which is a series of interconnected blogs focused on the Lake County area of Ohio. (See Inman News story on Crockett's local blogging network.) "Give them the reality of what's happen...