Marketing

Chicago broker aims to stand out with blog run like a news site

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Most brokerage websites feature search tools. More and more are integrating neighborhood and listing videos. Not many have a blog run as a news site with freelance writers paid to produce original content and a suite of stories and videos that feature other brokers' listings. "We were looking for ways to keep the consumer interested," said Yuval Degani, president of Dream Town Realty, a Chicago-based brokerage with three offices and 190 agents that launched a magazine-like blog in January. "We win when consumers come to our site," Degani said. Dream Town-produced video of another broker's listing featured on the Dream Town blog. The blog, which Degani says he runs as a source of "independent" Chicago real estate news, features a mix of real estate-related content, including profiles of interesting listings that hit the Chicago market -- like the noteworthy glass-walled home that a Ferrari crashed through in the 1986 film "Ferris Bueller's Day Off." Other posts fea...