Beauty is in the eye of the blogger

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Inman Connect San Francisco, Jul 16-20, 2018

CORRECTION: An earlier version of this article incorrectly stated the title and URL of Marta Walsh's blog. Her cosmetics blog is: Walsh's blog Marta Walsh is totally in favor of real estate agents having blogs. But those blogs, she said, don't necessarily have to be about real estate in order to generate business. Exhibit A is Walsh's primary writing endeavor, in which the reader has almost zero chance of encountering chatter about hot property listings, pricing trends or mortgage rates. Instead, the Scottsdale, Ariz., real estate agent pours her heart into discussions of eye shadow, hairstyles and A-list celebrities. "I have an obsession about beauty products," said Walsh, who began after her husband suggested she start a blog because of the way she scoured the Internet for information on cosmetics. "I said, 'What's a blog?' " she recalled, laughing. But she figured out what to do pretty quickly, and she stuck wi...