Staying local on the Web
Realtor Notebook
By Teresa Boardman, Wednesday, September 10, 2008.
There are some big Web sites that consumers can use to search for homes or read blog posts written by real estate agents. They can ask questions, rate answers, rate agents, find property values and get information about specific neighborhoods.
There is a lot of user-generated content on the sites generated and donated by agents across the county who believe that the content will result in business for them. It is the agent content that makes the sites work -- without it there is no site.
The sites continue to attract agent bloggers by publishing success stories. It works, and the sites have a cult-like following of agents who swear by them but who have never tried having a blog of their own, and believe that they are only successful because of the site, when it could be that they are successful because of the great content they provide for consumers.
Are big national real estate Web sites really the best place to have a blog or other content? Are agents getting the most out of their content when they contribute it to a large site?
I checked out some of the agent blogs that are a part of big Web sites. Most individual agent blogs don't have any page rank. I used Google to search for real estate information for a few towns and wasn't able to find the agent blogs that I was looking for.
Maybe the idea is that consumers will visit the Web sites and find the agents that way instead of finding them through Google. To test that theory I went on some of the Web sites and did searches for agents and cities.
I started seeing the smiling faces of the agents -- so many of them all down the page. I am not sure which one I would choose if I were a consumer or if I would take the time to read them all and compare. I also noticed the information was spotty. There was too much redundant information for some locations and none for others.
On one national real estate site I searched for information about St. Paul, Minn., and found a great article about Scottsdale, Ariz., halfway down the page.
Searching for homes on most of the sites is a better experience than searching for homes on Realtor Web sites, but the data isn't there. Some of the sites have 20 percent of the available local listings, leading me to believe that they are not the best destination for consumers looking for information about properties for sale.
I am not convinced that the local content I produce that drives my business would be more effective or as effective on a national site where agents write posts on pages that all look the same.
The companies that make the sites call or write and ask me to participate. I go to the sites, look at them, set up a profile and leave. I don't have time for all of the sites.
If I did choose to start a blog on a national real estate Web site, which one would I choose? If I were a consumer looking for information, which site would I choose?
There is a lot of real estate content on the Internet but no numbers to tell us how much content a Realtor needs to generate to win business or where the content has the most impact. When consumers come to my site they don't have to search for agents. There is only one agent listed in the contact information, and no posts about Scottsdale.
I see that as an advantage to putting the same content on a bigger site.
I haven't seen any evidence that agent-generated real estate content works better or gets more traffic if it is on a national real estate site.
Teresa Boardman is a broker in St. Paul, Minn., and founder of the St. Paul Real Estate blog.
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Submitted by Laurie Manny on September 11, 2008 - 12:43am.
Tell it like it is! Your own local blog is the best place to connect with consumers. Why power up large sites that will out rank you in the engines and get you lost in the crowd?
Laurie Manny
Long Beach Realtor
http://www.longbeachrealestatehome.com
http://www.lauriemanny.com
Submitted by Susie Blackmon on September 11, 2008 - 12:54am.
Regarding national sites, I love Rudy and wanted to contribute.. but pulled back for several reasons, some of which you mentioned. My time is better spent improving my local blogs, taking more pictures, and doing more writing. I'm crawling up from the bottom so don't need to be diluted.
Susie Blackmon
http://www.BuckingtheRealEstateTrend.com
Submitted by Wayne Long on September 11, 2008 - 3:12am.
Exactly!
Local sites are better for the Realtor and the Consumer. I think it is fine if you can contribute on the national sites AND your own local site but if your time is limited the local site is the one to concentrate on.
Columbus Georgia Homes
Submitted by Lou Lynch on September 11, 2008 - 3:29am.
I agree too!
It is always better to have the consumer on your site rather than a national site that is absent of your branding.
Publishing blogs on national sites DO increase traffic however. Evidence of that is right here on this blog as I myself clicked over to examine Teresa's local content.
In addition, the SEO value of the exposure that comes with national blogs is also helpful. Writing a good excerpt on a national site (that allows it) with a link over to good local content will increase the visibility of your local blog.
Providing top-notch Ulster County Real Estate services for home buyers and sellers
Submitted by John Sabia on September 11, 2008 - 3:54am.
Great post and agree with all the comments. It takes time to get your blog ranking, but good content attracts and keeps readers coming back and eventually ranks well.
#1 Fort Lauderdale Real Estate website for
Fort Lauderdale Condos & Fort Lauderdale Homes
Submitted by Judy Peterson on September 11, 2008 - 4:13am.
Thoughtful observations Teresa. Much of the information on large corporate sites is not accurate for local real estate markets and often that's not as obvious to the consumer as it is to a local Realtor. It's always going to be true that one well informed, local Realtor will be worth their weight in gold to a real buyer who wants to find a great home here, now. Wherever "here" happens to be.
Judy Peterson,
Realtor
Prudential Fox & Roach Realtors
610-889-5509
www.MainLinePaToday.com
Submitted by Chris Adams on September 11, 2008 - 5:26am.
We all see many, many smiling (Realtor) faces in our on line communities-and we all would like to have those smiling faces seen by the consumer.
All real estate is local-of course consider that NAR says that foreign real estate investment has been expanding ahead of their projections.
Larger social communities can provide a gateway into a larger market.
Blog locally, think globally.
Steven Stearns
www.obeo.com
http://obeoman.blogspot.com
262-325-8687
Submitted by Joanie Miller on September 11, 2008 - 5:38am.
The best place to post your content is on your own site. It puts more content on your website, thus increasing the likeliness that someone would find your site through a search engine. I do still believe it's a good idea to post on another website every now and then, to generate backlinks to your site. I've posted lots of content on national sites, but, our website is a top priority.
Joanie Miller
For all your Panama City Real Estate needs, please visit our website.
Submitted by Don Matheson on September 11, 2008 - 6:05am.
We are just getting going with blogging on our site Scottsdalerealestate.com we currently have organic front page positioning on Google. The blog direction we wish to go would be higly relevant content specific to issues in our local market. Would any one like to comment on this. Any help or advice would be greatly appreciated. As an aside we do about $20,000,000 per year in real estate sales from this site and are looking to improve.
All the best,
Don Matheson
www.scottsdalerealestate.com
Submitted by Derec Shuler on September 11, 2008 - 6:28am.
Teresa, good post. I have a blog at blog.TheShulerGroup.com for the Denver area. I work hard to have a lot of local and community information. I posted ONCE on Trulia and within two days that post was within the Top 5 results for a search on my name. It's great Trulia and similar sites have the pull to generate that much change in rankings but it can easily dilute all the work you do to maintain your personal sites.
As a note, I included my blog link and noticed traffic coming from Trulia to my blog. See you in Vegas!
Derec Shuler
Follow me at:
www.linkedin.com/in/shulerd
@derecshuler
Submitted by Ken Smith on September 11, 2008 - 8:12am.
Teresa great post. Agents need to focus on building their own brand and their own assets(blogs). When you add content to these national sites it is no different then being a renter and improving the apartment you are renting. Sure you get to enjoy it while you are living there, but in the end it really only benefits the owner.
Ken Smith
BTW, we would be happy to serve your Arlington Heights Illinois referrals.
Submitted by Jay Thompson on September 11, 2008 - 10:24am.
A comment on a couple of comments:
"I do still believe it's a good idea to post on another website every now and then, to generate backlinks to your site."
Links you create on the vast majority of national sites are "nofollow" links. So you're not really getting a backlink.
"I posted ONCE on Trulia and within two days that post was within the Top 5 results for a search on my name."
Consumers looking for an agent rarely, if ever, find an agent by searching for their name. If they know your name, you've already connected with them.
Obeoman - had to chuckle at your comment. You said "NAR" and "projections" in the same sentence. ;)
Don Matheson - give me a call or shoot me an email, I'll be happy to chat with you. I know a little about blogging in Phoenix.
Finally a question for T - do you consider ActiveRain a 'National Real Estate Site'?
Jay Thompson
Broker / Owner
Thompson's Realty
Blog: www.PhoenixRealEstateGuy.com
.
Submitted by Teresa Boardman on September 11, 2008 - 10:59am.
Jay - no one searches for agents by name but I did some testing to see where they would come up on Google just the same.
Active rain is a social network that wants to be a kind of portal. guess it is national since the agents are from all states and Canada. All sites are national, and world wide even but some like my blog only have local content.
Submitted by Teresa Boardman on September 11, 2008 - 11:02am.
Steve Stearns - I am not sure people go on social web sites to find real estate. I suppose some land on them through the search engines. I get people from all over the world searching my site for local information.
Submitted by Frances Flynn Thorsen on September 11, 2008 - 11:44am.
Hmmmm ....
If I read this article and most of the comment thread without a look at today's date I might conclude that it was written in early 2006. How interesting!
Teresa and most of the bloggers on this thread are OUTSTANDING bloggers in their own right. Teresa and the others have established their own blog presence and stand among the pioneers in the Real Estate Net.
I agree that IN SOME CASES (RealTown and ActiveRain) "It is the agent content that makes the sites work - without it there is no site." However, agents at RealTown and ActiveRain are able to accumulate valuable social capital by engaging in online dialogue and contribute to the increasing wisdom of the masses.
In other cases (Trulia and Zillow and Realtor.com) there are MILLIONS of consumers searching for properties and valuation and connections.
Teresa says, "I checked out some of the agent blogs that are a part of big Web sites. Most individual agent blogs don't have any page rank."
It's one thing if a blog is created solely to satisfy the appetite of search engine spiders. It's another matter altogether if a blog is designed for people. Most real estate agents would be happy to leave the spiders hungry in exchange for real live buyers and sellers.
The landscape of real estate on the Web has changed drastically in the last couple of years as more listing sites emerge with richer property search results. Trulia and Zillow each offer real estate agents a chance to share content and contact information FREE on platforms boasting 5 million UNIQUE visitors each month!
Why worry so much about creating SEO for blogs to draw consumers when real estate agents can meet high concentrations of consumers online and engage them without the muss and fuss of blog setup? Trulia's new blog platform offers new bloggers a chance to jump right in and blog, engage consumers via a blog and Trulia Voices platform, and build an online presence fast and efficiently.
Elizabeth Weintraub is nationally respected as "The New York Times'" online About.com real estate consumer editor/blogger. She is a Sacramento REALTOR with more than 30 years of experience in the industry. She has answered 146 consumer questions on Trulia Voices.
http://www.trulia.com/voices/profile/real_estate_pro-Sacramento_Capitol_...
The stats are compelling:
* 72% of the homebuyers on Trulia plan to purchase withing 12 months and 70% of these buyers are not working with and agent yet!
* 32% of homeowners on Trulia plan to list their property in the next 12 months.
Do I think that individual blogs are a good idea? Absolutely! But I do NOT think that all real estate agents need to create a custom blog in today's changing landsape on the Net. Social networking platforms are meeting consumers' appetite for content and matching realty pros with buyers and sellers.
I believe that an agent who chooses to blog on Trulia and add content to Zillow is making a valid choice with respect to building an online presence.
I believe that an agent who chooses to create and develop a custom Wordpress blog is making an equally valid choice.
I believe that an agent who chooses to blog on Trulia and add content to Zillow and create and develop a custom Wordpress blog is going to have an outstanding presence online.
Frances Flynn Thorsen, e-PRO, SRS, ACRE
Blog Coach
NoBloggerLeftBehind.com
Submitted by Rudy Bachraty on September 11, 2008 - 12:23pm.
Some agents have the time to dedicate to building and maintaining a primary blog/ website to build their content on while others may not. For bloggers who have established blogs we will be offering them the ability to syndicate their blog content onto Trulia. It's a great option for those who want to get more exposure but may not have the time to do it.
There is plenty of opportunity out there for proactive agents. By participating on sites such as Trulia, and utilizing Trulia Voices, our Q&A and Blog community, you are giving yourself new opportunities to meet potential home buyers and home sellers - besides they are already here.
We only have so much time dedicate to our blogging, marketing and social media efforts. So it makes sense to try different things. Then, by learning from your own personal first hand experience, you can make a better informed decision about what works and what does not work for you. Some people may find success where others have not.
I would add that by contributing and participating on multiple sites, you are growing your brand while potentially expanding your sphere of influence. Again, success will vary by person and by their engagement.
Rudy
Social Media Guru at Trulia
http://www.trulia.com/voices/
Submitted by Drew Izzo on September 11, 2008 - 1:55pm.
Hi Teresa, thanks for the info here. It is absolutely true that all real estate is local. So many real estate search sites tout their national reach without paying any attention to the quality of their listings - or the potential impact that inaccurate data will have on lead generation and client interaction for agents and brokers. We at Roost want to make real estate search easier, faster and ultimately successful, which is why our model relies on MLS data. As we roll out new markets, your clients can be confident that they're seeing just what's available, creating informed buyers who are truly ready to take the plunge with you. Check us out at www.roost.com.
Submitted by Lauren Mitchell on September 11, 2008 - 2:36pm.
I can see the appeal of establishing an online presence through the above-mentioned methods. However, the concern I have with syndicating content through national sites is that you end up competing with yourself in the search engines. Perhaps this could be seen as a win-win situation, but I know my preference is for people to find me through my primary (and only!) blog. So, I've put the brakes on syndication for the time being to see if I can detect any negative results in the search engines. It's up to me to provide the type of content that attracts the attractive!
Thanks, Teresa, for your interesting article.
Lauren Mitchell ~ Toronto Real Estate
http://livingintheneighbourhood.com
Submitted by Tina Fountain on September 11, 2008 - 5:31pm.
Hi Teresa - I've been reading and participating on national and local real estate blogs for quite some time. I've always had better results from the local sites, and best results from my own. Seems when people are looking for local knowledge they are most comfortable with someone who is truly local to a particular market. I'm glad to see that you feel the same.
Tina Fountain
www.tinafountain.com
Submitted by Eric Bouler on September 11, 2008 - 5:33pm.
I strongly believe in having your own blog where you talk about your town. Its yours and you can do what you like with it. I started off on a social real estate blog where many of us start. I read Teresa's several times per month.
New Orleans is what I know about so that is what I blog about. I take a lot of photos around town and use those for many og my subjects. If you are serious you will do the work knowing 96% of the agents will not get very far. My blog is 9 months old and has a PR4 ranking since I work at it.
I use it as a tool to keep present, future and past cleints updated on what is going on in my niche. This is where I see the great value is in blogging. An on line newsletter about local real estate and whatever I feel may interest clients and myself.
Eric Bouler
Prudential Gardner
New Orleans,La.
www.neworleanscondotrends.com
Submitted by Brett Young | Real Estate Keyword Tool on September 11, 2008 - 6:36pm.
I agree that one is better off developing a local blog which is optimized for search engines.
I've noticed that a lot of agents tend to get caught up in creating content directed towards other Realtors. While networking can be a worthwhile activity and can provide referrals, some agents on these national blogs forget, in essence, who pays the bills--home buyers and sellers. It's important to make it easy for customers to find your website and have engaging content that interests them.
Brett Young
New Paltz Real Estate
Real Estate Keyword Tool | Finally, a breakthrough in real estate marketing!
Submitted by Rudy Bachraty on September 12, 2008 - 10:15am.
@ T - forgot to thank you for a thought provoking post. Thanks :)
@Laurie - Having a "home base" is very important as you mention. But, there's lot's of other opportunities to meet home buyers and sellers on national sites.
@Susie - Good to see you on Trulia Voices. National real estate sites like Trulia have lots to offer agents and consumers. I'll send you an email. Would love to talk to you.
@Lou - Glad to see you on Trulia Voices too! You make some really good points. Since your in my neck of the "woods", I'd love to personally meet up with you soon.
@Joanie - Happy to see you on Trulia Voices. Your strategy makes sense.
@John - Good job. Next time I'm in Fort Lauderdale, I would love to meet stop by and meet you. Until then, see you on Voices and your blog :)
@Wayne - I agree. Hopefully, you'll have some more time to add more details to your Trulia profile. Stay well.
@Derec - Happy to see your blog getting some traffic from your Trulia Blog. See you on Voices :)
@Brett - "It's important to make it easy for customers to find your website and have engaging content that interests them." I couldn't agree more. Leaving your digital footprint on some of the most popular national sites is a great way to get more exposure to your site. I'd love to meet with you too since your in New York. I'll send you an email....
Just like the Weather, Real Estate is Local:
http://www.truliablog.com/2008/09/12/just-like-the-weather-real-estate-i...
Rudy
Social Media Guru at Trulia
Submitted by Diane Cohn on September 12, 2008 - 1:26pm.
Rudy, yes to syndication... sign me up!
And note to all other national websites looking for valuable local real estate content, give me a one-step solution that syndicates everywhere with links back to my site, and I'll provide that oh-so-desired user-generated content that everyone needs.
Diane Cohn, Realtor
www.renorealtyblog.com
Submitted by Rudy Bachraty on September 12, 2008 - 5:00pm.
@Diane Hola! I'll give you the heads up when ready.....
Happy Friday.
Rudy
Social Media Guru at Trulia
Submitted by KeyCanada.ca on September 16, 2008 - 5:28am.
Thanks for the post Teresa. I agree that real estate should be local and it is only a matter of time until we start seeing this happen online.
Jay
Kingston Apartments
Submitted by Jim Lee, Portsmouth New Hampshire Realtor on September 16, 2008 - 6:44am.
I've been doing business on the www for many years now; a lifetime in Internet time.
My experience has been that you're much more likely to be chosen by a consumer as their agent of choice if you're the only choice on your website or blog.
Here are my three rules for www success:
1. Consumers have to be able to find you.
2. You have to have enough compelling content on your site to cause them to want to stay and look around.
3. You have to have compelling reasons to cause them to want to contact you and do business with you.
Follow my 3 proven rules and you can't miss.
Jim Lee, CRS, ABR, GRI, NAR Certified e-PRO Trainer
Realty Executives Associates, Knoxville, Tennessee
www.KnoxvilleHomeCenter.com mailto:Jim@JimLee.com
(865) 693-3232, My Personal Toll Free # 1-800-662-2488 ext. 163
**********************************
Submitted by Jodi Summers on September 23, 2008 - 7:28am.
I do a lot of web marketing, with both local and regional sites. I’m running 5 blogs + 2 websites + more than a half dozen listing websites. All are linked together, and I do well in Google searches.
4 blogs are regional – I’d give you all the URLs, but I’d be accused of spamming.
www.SoCalIndustrialRealEstateBlog.com
is for industrial properties, then there’s one for office, multiunit + green. I spent my past as a journalist, so maintaining the sites comes naturally.
Locally, I’ve got the www.SantaMonicaPropertyBlog.com and www.SantaMonicaLandmarks.com – which is a site and not a blog.
They all draw in leads, depending upon your interests, but the Santa Monica sites definitely win on lead generation. Overall, the Landmarks site draws in the greatest number of hits + leads – people really enjoy the localized information on what to see and do in Santa Monica. It’s been a great tool. Today I have a listing presentation with an owner whose looking to sell a 1915 property that was used as a bath house. My websites have given him confidence in my skills and shown my understanding of the neighborhood, although we’ve yet to meet.
Best….
Jodi Summers
The SoCal Investment Real Estate Group
Sotheby’s International Realty
Santa Monica
310.260.8269
jodi@jodisummers.com
www.SoCalGreenRealEstateBlog.com
www.SantaMonicaLandmarks.com
**
If you don't get lost, there's a chance you may never be found.
~Author Unknown
Submitted by G N on September 29, 2008 - 4:37am.
This article fails to mention owner financing, which will now play a much bigger role in all markets as an additional way for sellers to market and differentiate themeselves, as evidenced by fresh start ups like SellFinanced.com - Forget the Bank! and Owner Financed Real Estate as well as growing number of forums like: Owner Finance Forum
Submitted by Jennifer Mackay on October 8, 2008 - 12:26pm.
Teresa,
You make some very valid points.
I also find it interesting that many agents prefer to be "one of many" on National sites, as opposed to being "the one" for their market area.
With this in minds, I believe that a current active blog, located on an agents site is preferable to a blog or small entry located on a national site.
Since real estate is a local entity, having a blog on an agents personal site will provide their visitors with current, local information.
I began my blog Panama City Real Estate for everyone, just for this specific reason.
While I sometimes contribute to national sites, I retain the bulk and best of my posts and reserve them for my personal blog and visitors to my website Panama City Real Estate.
Thank you for providing this article and enligthening the many agents as to where they should be focusing their content.