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Create content that gives real estate consumers what they want

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SAN FRANCISCO -- While getting a consumer to contact them may be the marketing aim of most real estate professionals, consumers themselves have little interest in talking to them -- at least at first, according to Brian Clark, who spoke last week at the Real Estate Connect and Agent Reboot conferences. "Buyers want home listings; sellers want to know what their home is worth. Don't ever make the mistake of thinking that people want to talk to you," Clark said. Clark is the founder of Copyblogger, a site that offers online marketing advice. Too many real estate professionals make the mistake of talking about themselves instead of directly addressing consumers' problems and offering solutions, he said. "If you can get someone to request a CMA (comparative market analysis) from you, you've got a lead," Clark said. Between 2001-05, Clark ran an online real estate brokerage and found online marketing the part of the business he did best -- he had no problem gener...