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Foreword | |
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Preface | |
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Acknowledgments | |
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Introduction | |
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Blogging as a Strategic Real Estate Marketing Tool | |
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Blogs and Technology | |
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Ten Strategic Benefits | |
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Conclusion | |
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Search Engine Marketing | |
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Search Engine Value | |
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Expert's Tip: How to Find Good Keywords | |
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Expert's Tip: Tag Your Posts for Technorati | |
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Expert's Tip: Generate the Best Backlinks | |
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Case Study: Chris Bubny | |
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Case Study: David Crockett | |
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Tags and Permalinks | |
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Blog Post Content | |
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Blog-Specific Search Engines | |
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Expert's Tip: Register Your Blog | |
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Pinging | |
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Conclusion | |
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Direct Communication | |
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Blogs Create Relationships | |
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Blogs-Personalization Supercharged | |
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Blog Writing Tips | |
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Blog Post Formats | |
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Expert's Tip: Blog Writing Suggestions | |
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Determine Your Blog's Mission | |
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Conclusion | |
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Brand Building | |
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Build Your Brand by Creating an Online Persona | |
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Expert's Tip: Build Your Personal Brand | |
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Build Your Brand by Promoting Conversations | |
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Build Your Brand through Word-of-Mouth (WOM) Marketing | |
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Build Your Brand through Connections | |
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Build Your Brand by Creating Communities | |
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Build Your Brand Cost-Effectively | |
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Expert's Tip: Use a Blog for Recruiting Purposes | |
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Partner with Your Customers | |
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Expert's Tip: Build a Partnership with Your Customers | |
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Conclusion | |
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Competitive Differentiation | |
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Three Examples | |
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Create a Vendor Portal | |
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Revisiting the Community Portal | |
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Create an Experts' Blog Channel | |
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Listing Appointments | |
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New Age Farming | |
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Conclusion | |
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Positioning Yourself as the Expert | |
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Case Study: Charlene Li | |
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Position Yourself as an Expert | |
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Expert's Tip: Learn from the Experts | |
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How to Position Yourself as an Expert | |
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Conclusion | |
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Relationship Marketing | |
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Blogs as Farming Tools | |
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Case Study: Kevin O'Keefe | |
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Benefits of Blogs versus Web Sites | |
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Expert's Tip: Use Listings with Blogs | |
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Community Blogging as a Farming Tool | |
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Be Innovative in Your Marketing Techniques | |
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Conclusion | |
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Exploiting the Niches | |
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Define Your Niches | |
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Expert's Tip: Blogging Thrives When Serving a Specific Niche | |
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Geographic Niches | |
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Expert's Tip: Use Your Blog as Your Geographic Niche | |
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Property Niches | |
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Membership Niches | |
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Ethnic Niches | |
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Gender-Based Niches | |
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Age-Based Niches | |
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Gay and Lesbian Niches | |
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Conclusion | |
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Media and Public Relations | |
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Media Use of Blogs for Source Material | |
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Expert's Tip: Gain Media Attention | |
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Some New Bloggers Are Journalists | |
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You and Your Readers as Media | |
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Expert's Tip: Communicate without "Pitching" | |
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Manage Your Own Online Reputation | |
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Case Study: Kryptonite | |
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Conclusion | |
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Lead Generation | |
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Establish Customer Relationships | |
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Expert's Tip: Blog for Leads | |
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Expert's Tip: Capture Contact Information | |
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Using Your Company Web Site | |
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Conclusion | |
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Intranet and Project Management | |
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Benefits to Intranet Blogging | |
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Make Use of Your Intranet Blog | |
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Intranet Blog Platform Requirements | |
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Conclusion | |
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Postscript | |
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Afterword | |
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Ten Things to Consider Before You Start to Blog | |
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Choosing the Right Blog Platform | |
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Step-by-Step Guide to Creating Your Own Blog | |
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Best Directories for Real Estate Marketing Purposes | |
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Really Simple Syndication (RSS) and How to Use It | |
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Index | |