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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 | |