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Realty Blogging Build Your Brand and Out-Smart Your Competition

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ISBN-10: 0071478957

ISBN-13: 9780071478953

Edition: 2007

Authors: Richard Nacht, Paul Chaney

List price: $19.00
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Description:

The only blog marketing title written exclusively for the nearly 2 million real estate agents and brokers worldwide Appendices offer step-by-step instruction on how to pick a blog platform, set one up, and write effectively for blogs
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Book details

List price: $19.00
Copyright year: 2007
Publisher: McGraw-Hill Education
Publication date: 11/29/2006
Binding: Paperback
Pages: 224
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.638
Language: English

Richard Nacht has over twenty years' experience in the real estate and real estate finance industries, as well as extensive experience in online consumer marketing. He is the founder and President of Blogging Systems, LLC, a blogging system platform.Paul Chaney is a business blog consultant and Vice-President of Marketing at Blogging Systems, LLC. A leading proponent of using blogs as business marketing and communications tools, Chaney has led blog workshops and seminars around the globe.

Paul Chaney is senior lecturer in public policy at Cardiff University. He has published widely on territorial politics, social policy, and equality and human rights.

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