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15 Jun

Where Should We Advertise Your Listing? Strange Saga — Part I

Posted June 15th, 2007 | View Comments

To give our sellers yet another edge in getting their home to stand out among all the other homes that show up online, I recently installed a listing slide show feature on my ActiveRain blog, where all of our Elite Properties listings are featured.

ActiveRain is a popular social networking web site that has a huge readership not only among real estate buyers and sellers, but also among real estate professionals who actively work with buyers who may want your home.

Creating an overwhelming marketing advantage for your home is the goal behind this new category we’re writing about, Elite Properties’  Ultimate Online Listing. The idea is that if a single print ad is good, a hundred online listing ads is better.  (We’re still developing this category, so come back again).

I’m Missing Something Fundamental:  Should We Be Selling Homes or Not?

Believe it or not, much of the discussion in the real estate blogging community revolves around why listings should not be posted on blogs. One recent discussion of the issue on a blog maintained by a popular and successful real estate blogging coach maintained that Realtors® should not post their listings to their blogs.

There are a zillion sites out there with listings on them. Blogs with posts about listings look like real estate web sites. Distinguish your blog from the tens of thousands of real estate web sites by making it unique and different. A real estate blog can be used for marketing and will help generate business without listings on it.

Huh?

Let me ask that question a bit differently: WHAT????

Don’t you as a seller pay your agent a big tasty 6% commission to complete the concrete task of selling your home, rather than the generic task of “generating business”. And speaking of business, what was the listing on your home, chopped liver? Didn’t you just generate some business for your blogoholic agent when you agreed to trust them for ninety days or more to sell your house for them? I think an important question at this juncture is “Who’s giving whom the business”?

Nor is this an isolated opinion.

I recently confirmed that ActiveRain, which awards bloggers “points” for their contributions to their non-trivial real estate network, does not award points for posting listings. Now that’s all well and good in a general sense: a webmaster doesn’t have to even let me type on their site, let alone give me points for typing on their web site.

But look, if I had a web site with the by line “Real Estate Network”, what would I put on there, and what would I not try to exclude from it?  Let’s see, “Real Estate Network”. What should go there?  [Scratches head rhetorically]

I may get in a heap of trouble for missing some key philosophical point here, but I’m going to lug my massive 300 lb frame all the way out to the skinny end of the limb and try this answer:

Maybe, oh, I don’t know . . . real estate?

Hi there. John Lockwood. Broker of Elite Properties. My company would like the job of listing your home. We’re not especially philosophical, but we do get it about what you’re paying us for. If you listed with us, your listing appears here, on almost a dozen web sites that we maintain, on ActiveRain, on a special site on vFlyer.com, and elsewhere.

We’re just getting warmed up.

  • http://www.aprilgroves.com April Groves

    I can’t speak to whether or not everybody should do it one way or another. We all have the “way” in which we run our business. When I started my blog, I wasn’t sure how I felt about listings being on there…it wasn’t the vision of the blog. But, I do completely agree with your assessment on client service first.

    So…put my blog under my domain name – it’s not the first page you see, but a link on the page. I also create separate pages on the site for each listing.

    Don’t know how that works for everybody else, but it’s my happy place!

  • http://www.sacramento-home.com/real-estate-agents/ John Lockwood

    April,

    I can’t speak to how everyone should do it either. The Internet is full of variety, and we have Tomatos, Sock Puppets, Neon Blue Brains, and all kinds of interesting styles and points of view roaming around. That’s a good thing, because even though I’m delightful, a steady diet of only me is too much of a good thing. :)

    So there are all sorts of styles and personalities out there. To me, however, arguing that one should not post listings in a place where one has the power to post them goes a little beyond the usual stylistic busy-body-ism, and borders (though probably not dangerously close — I’m not a lawyer) on interfering with a contractual relationship. In California, the specific language is “Broker agrees to exercise reasonable effort and due diligence to achieve the purposes of this agreement.”

    Now I think it’d be a real stretch to prove that one, but even so, I guess another sort of question is this: What do I want local potential sellers to think of me? That I make an all out effort to promote the sale of their home in every possible nook and cranny of the Internet I can think of, or that now that I have the listing on their precious home safely entered, I’m off to spend the day generating more business instead of doing what they hired me to do?

    The whole concept of Elite’s Ultimate Online Listing stems from what to me is an obvious answer to that very question.

    April, I appreciate you stopping by and sharing your thoughts with me! Thanks so much.

  • http://www.maid-cleaning.com David Scheer

    John,

    You couldn’t have said it any better than you did in your post. Search engines love the fresh content in blogs and since Real estate agents and brokers are hired to sell their customers home than I think using Web 2.0 is actually more in the sellers advantage.

  • http://www.sacramento-home.com/real-estate-agents/ John Lockwood

    Wow, David Scheer! There’s a blast from the past. Hey folks, anyone moving to Vancouver, Washington? If so, I have a great broker for you on that end. Nice chatting with you on the phone. Glad to hear it’s going so well up North of here.

  • http://www.capitalcityre.com/ Ben Varakuta

    Well people do have different view points and there are many school of thoughts based on what is right and what is wrong. But internet is the buzzword of today, it has become a part and parcel of life. People spend more time on internet today than just reading a magazine. I guess moving with the trend is the essence of life but still keeping in mind that we do not ruin the utlimate beauty of the platform that we use for our benefits. Like for example I am a real estate agent dealing in Granite Bay real estate,Placer County homes, Folsom, Rocklin, Sac, Carmichael, Roseville real estate and Sacramento commercial real estate. I have a site to promote my business and provide information to the customers regarding home selling and purchasing. I promote my business through various means and maybe posting a blog regarding my business would be of help to some people of the blog community. The point is, when the rules are not laid down one should be judicious and aware of his rights and should be responisilble accordingly.

  • http://www.sacramento-home.com/real-estate-agents/ John Lockwood

    Ben, thanks for stopping by. I appreciate the comment. I’ve seen your site around, so clearly your marketing is working out for you.

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