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Company blogs: Real estate and dead coffee pots

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Editor's note: In this in-depth four-part series, Inman News tackles the exploding trend in real estate blogs. We chat with some of the most well-known and prolific bloggers in the real estate brokerage, mortgage and title insurance industries to see what makes these blogs tick. (Read Part 1, Part 2 and Part 3.) You might not expect to read fish jokes, a tribute to a dead coffee pot, and detailed and sometimes graphic disclosures about the pains of startups at an apartment-rental Web site. That's where the company blog fits in. The founders of, an apartment-search company that hit the Web in November 2005, launched a company blog in July 2006 that chronicles the company's growth and industry trends -- and mixes in some humor throughout the journey. Though the approach can vary, other real estate-related companies, too, are finding that company blogs can provide a human side to the Web and facilitate direct and two-way communication with consumers, customers and other i...