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.

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