What Is The Future Of The Real Estate Blog?

This past week’s Collaborative Article topic has been focused on the Future of the Real Estate Blog.  Inside the Tomato Forum, the gang hashed out 2 specific questions:

1. What do you see as the future of the real estate blog?
2. What do you fear about the future of the real estate blog?

Before we jump into the article that is the highlights of the Tomato Forum discussion, I just wanted to paint a picture of the very near future of real estate blogging I see:

Imagine for a moment you are sitting on your couch, feet up, remote in hand.  You scroll through your Tivo’d favorites looking for updates from your favorite topics… San Diego Luxury Real Estate being one of them.  The console that sits 10 feet away is tomorrow’s television, an all-in-one entertainment center merging Internet, TV, Computer and Game Console. 

Tivo has selected and recorded not only TV shows that meet your interests, but also feeds from websites, and blogs, or rather vlogs.  One of those selections is the “San Diego Luxury Home Minute” by Roberta Murphy.  It is a polished, professional, entertaining and informative clip bringing the latest on the SD luxury home market.  Intertwined in the video are remote clickable links to the graphs, tools and greater message that support today’s ‘Minute’.

You were impressed, and you want to add to the conversation that appears immediately after it wraps up.  Your options are video response, voice recording, and text by voice.

This is the future of experiencing the Internet.  As soon as we can push away from leaning over our laptops, and truly enjoy the 42” flatscreens that hang in front of us, the habit of reading online will start to wean, opening the door and demand for well presented video by the masses.

When done properly, the professional real estate video-blog will soon set the bar above everything else in it’s arena.  Sure, there will be the traditionalists that hang on to the art of writing, but we are a culture that sits in front of the boob-tube… and if we are to truly transcend with online marketing, we need to take it to video. 
(The challenges, we can hash those out in the comments)

Now back to our regularly scheduled program… the collaborative prognostication of some of our finest Tomato Bloggers.

Futures:

The Norm
Real Estate business models will need the blog to amplify their voice.  The word is out; Huge SEO coupled with Relationship Lead Generation is a winning formula.  Audiences online expect transparency as well as the opportunity to participate.  Brokers, teams, and individuals will make the effort.

Widgets
What are now seen as clumsy, bandwidth stealing, whimsical extras will soon become more refined, easy to install, resourceful tools.

Instead of books, buddies and weather we see widgets embracing tools that matter more to the consumer vs the community.  Look for widgets to focus more on: listings, localized info, mapping, market trends, and tangible resources.  Our sidebars are such valuable real estate, they deserve better than ‘who else reads my blog’.

Video Is Here
And here and soon to be here and here. 
Google will soon be able to ‘read’ your voice.  This means that your monologues and dialogues will be searchable.  All the more reason to step away from the keyboard.

The Move Toward Hyper-Local Blogs
Will neighborhood specific blogs will become the norm, much like neighborhood specific farming?  It’s being shown that the more ‘drilled down’ the focus, the ‘hotter’ the leads.  For there to be room for everyone, as in the approach to the physical world of real estate, a localized focus can be a warm and rewarding place.

When the effort and content is geared to a very limited area, a new benefit will be apparent in the participation of the community.  As blogs become the best resource for a neighborhood, the neighbors will begin helping the Realtor with the quality and quantity of the content.  Visions of an HOA online, or neighborhood bulletin boards come to mind… all being sponsored by real estate agents.

Fears:

Mega-Blogs Will Dominate the SERPs
The brokers are coming, the brokers are coming.  How is a small time real estate blogger, posting a few times a week, supposed to compete with an office of 100 blogging around the same topics and neighborhoods?

Another fear is that the push for massive amounts of SEO rich content from broker blogs will create more ‘noise’ than message.  The noise will bring down the quality of the local blog content and in turn leave the searching audience jaded.

Google Giveth, Google Taketh Away
Here today, gone tomorrow.  Bloggers have been enjoying their run in the search engines.   Many of our clients boast 50% of their traffic being generated from unique search results.  Results are being seen the same day that articles are published.  Target search terms are consistently being achieved.  How long will this party last? 

As Cyndee Haydon pointed out: all the better to focus on feed subscribers; Google can’t take them away.

Great Bloggers Are Not Necessarily Great Agents
The internet is the ultimate alter-ego, and predator breeding ground.  One can create a new personality along with a guise of expertise quite easily.  This coupled with the quick exposure in the search engines will give the less than qualified, and those with less than honest intentions a good chance to compete for your audience.

Similarly, the increasing penetration of ghost writers, canned content and splogs has agents fearing that audiences will recognize blogs as ‘watered down’ resources, and not dig to find the diamonds in the rough.

Vendors and Realtor.com
How many calls have you gotten from persistent salespeople looking to sling template real estate websites?  Now that blogging is being accepted as the ‘real deal’, will there be an onslaught of marketers aiming for your wallet? 

Realtor.com makes a killing slinging less than effective web pages to hundreds of thousands of agents.  Are we really going to have to endure a move to their peddling of blogs?

An Enforcement of the Law?
As the little guy’s voice continues to resound effectively through blogging, will the large brokerage (s)he’s a part of continue to sit back and do nothing?  

Terry McDonald believes that a broker counterattack will come with the broker blog out front, and a behind the scenes movement to use real estate law to put an end to individual blogging.  You see, many agents are working under a BIC- Broker in Charge system, or managing broker, where state laws require them to approve all agent advertising.  If they can classify real estate blogs as advertising, expect some force to be applied to suppress the individual agent blog.  Be sure they will consider this a fight worth having. 

—We could go on, there were over 50 posts on the topic in our Forum from the gang listed below.  Nonetheless, the general consensus has been that as long as the efforts prove fruitful, the delivery of a personal, and regular message is here to stay regardless of its evolution.  The tools agents are embracing today are far more effective than the canned, template webpages of yesterday.  Let us continue to forge forward.

Related Must Reads:
The Trend Wave – Grab Your Board

Tomato Co-Authors

Terry McDonald – Charlotte Communities
Paula Henry - Indy Real Estate Talk
Cyndee Haydon - Sandbars To Sunsets
Karl Burger – Pensalcola Real Estate News
Chad Lariscy - The Front Porch View
Daniel Bates - My McClellanville
Mary De Luca - Beltway Ramblings
Tracy Thomas - Blog Calabasas
Gena Riede - Sacramento Real Estate Voice
Doug Aegerter – St Louis Real Estate Voice
Jennifer Klaussen – The Arlington Dirt
Kevin Warmath – Live In Alpharetta
Hillary Shantz – The Oakville Buzz

Tags: the+future+of+the+real+estate+blog, Blogging+Advice, Real+Estate+Blogging

Comments

[Vinny LaBarbera]

Do you do personal fortune telling too? If you are able to provide such a great, optimistic and exciting future for me than I would pay to hear my fortune from you everyday. This article and your insights are really good, thank you!

I completely agree with the direction of real estate marketing and the business as a whole as you have outlined in this really interesting article. I am pretty optimistic as well as I think a lot of things are going to change and become mainstream much sooner than later. I, as I am sure many people are as well, are ready too.

[Hilary Shantz, TheOakvilleBuzz.com]

I hope blog videos will not outstrip the wonderful art of writing as you predict, Jim. A lot of people still enjoy reading even though there are so many other information and entertainment sources. My hope is that the written blog will prevail as a preferred medium with video as an adjunct.

One reason is that written blogs create a natural barrier to entry, because so few agents can and will write. If videos become the mainstay, it's open game to any agent!!!

Besides, how much reality can a society take? I predict that we will have a swing away from all these ridiculous reality shows, and swing back to "creating personas" which is what actors did for us. A small digression but my meaning is that too much transparency gets uncomfortable after a while.

[Kevin Warmath]

Interesting that the search engines are working to be able to index video. I hope the future doesn't get here too quickly because i like the art of writing. Maybe i should start taking acting lessons just to hedge my bets on the future.

Fortunately I dont' work in a BIC state (Georgia). For one, i wouldn't want to participate in a broker blog. Then you have to figure out how to distribute leads among all the contributors. Everyone can't possibly contribute on the same level. I prefer to go it alone. In the blogsphere you can benefit directly from your own contribution and ability to add value to your reader.

Thanks for this great post...it was the best in the series so far.

Kevin.

[Sharon Simms]

Frankly I don't think the big company blogs will replace good agent blogs. Creativity, ingenuity and uniqueness are required, and individuals tend to have that more than large companies.

[Deborah Burns]

Video seems cooler, more inclusive and immediate, but most people are self conscious and would ramble on (and on) without organized thoughts, no way am I going to waste time watching someone painfully try and make a comment - click!

Writing allows me the time to polish and organize my thoughts to better make my point. Yes, I could edit the video, but I would have to make several takes to get my end result, and there goes the immediate feel of the post or commment.

Then there is the vanity issue, no way I am going to be on video at 5 AM after stumbling out of bed!

I think that video has many fine uses on blogs, but replacing writing? I don't think so.

As usual, interesting post

[Mary De Luca]

A few years ago people thought that putting interior shots of their listings online would never get people to take the next step to go and actually see the listing. They thought that it was giving away too much.

Now we wouldn't even think of putting a listing in the mls, or on various websites without as many interior shots as possible. Virtual tour companies are popping up all over the place- someone with a new way to do it, a better way. Buyers won't even read a listing that doesn't have interior shots. "what are they hiding?" comes to their mind.
We, as techies, are all about the next big thing. Who knows what will happen- but it's fun to speculate. It seems that vids will have to find their place into real estate emarketing. We're all just waiting for the right one.

In the meantime- I'll continue to enjoy writing my thoughts. Because I am in no way camera-ready.

I think we have to be careful that blogging will go from talking about what we know- to being reporters. Maybe they are closely related- but for me, it's still not the same thing.

My local cable has a real estate show that has local listings- I find it boring. And I'm unable to scroll through the dull stuff to find the things that interest me. Until vids give more control to the viewer- writing will still have a place. It's faster and easier to scan thru a written post- then a vid.

[Jim Cronin]

Deborah,

I too have no patience for bad video production, delivery and content. Much like I would never read through or return to a blog that had bad writing, delivery and content.

My visualization of the real estate video blog is one that is under a minute and a half, and covers more than the written blog in much less time for the audience.
A well planned script, plenty of practice, lighting and a basic template (bumper music, intro, body, outro, bumper music), and you will have something that is the envy of the blogosphere.

I could be wrong, but I feel it could replace writing for two reasons.
1. Reading. It's not what our culture wants to do.
2. Google will soon be searching and spidering the audio in your video.

My vision is not that all Realtors will utilize the video blog to reach their audience, just those that are willing to put their face and the work into it that it requires to be effective. Just like blogging, many may try, most will fail, very few will conquer.

The video bloggers will be a movement that is not for everyone - but my vision is, those that embrace it and take it very seriously will find themselves very well received.

[Deborah Burns]

Hi Jim,
You are right that good quality video production would trump writing.

What I would *click* away from would be poor quality production, and I may miss a really good point because of it. It's easy to skim words to find the interesting idea, or to gauge if more time is needed to read more deeply. When it's video I don't like watching and waiting to see if there is an interesting point or idea buried in blah, blah, blah and poor production.

Now, I would enjoy good visuals, ideas and production work on a blog to make a point and I think your idea of under a minuet and a half is interesting. The bar would be very high to make it memorable, much higher than writing because of the equipment and skill needed to do it.

Certainly having good quality video production in blogs would make those blogs who were able to do it well stand out and gain more popularity than those that don't.

Bring on more "Bells and Whistles", keep on innovating, keep ahead of the thundering herd! Okay, I get it...let there be Video!

[Hojin Chang]

Wonderful post. I've tried doing video with an ok camcorder but I think you gotta spend the money on a hd camcorder to get a good image quality.

[Marty Van Diest]

I do believe that video is coming. But I don't think it will take the place of blgging. Something else may take the place of blogging but not video.

I can see video as an added way to showcase our listings. I'm already doing it to some extent. But I keep my mug off my video. Some of us have great faces for blogging. :-)

[Jared Ewy]

Yah, video is a nice accompaniment to blogging. And something else I might add is using Flash features. For example--and yes this may come off as a plug because it is--I just finished this little game for our visitors to toy with. fun...and hopefully educational.

http://www.myrealty.com/Fun/Foreclosure_Fallout_Game.aspx

But that's the point with video, too. It needs to offer something to the viewer, some benefit beyond those to the person making it.

thanks!

[reshmi]

This article and your insight are really good, thank you

[Jeff Royce]

Jim,

Nice post. Do you have any advice for agents who would want to put together that 90 second high-quality video? It is way out of a lot of our zones of expertise both in terms of speaking and especially production.

[Jim Cronin]

Jeff,

You trying to skip ahead? The future isn't quite here...yet.
We are actually going to have full training on video blogging starting next year.
On staff we have people with several years of professional TV commercial production...so lighting, script writing, poise, delivery, film work, and editing will all be taught from our team.

[Teresa Boardman]

I don't see broker blogs as a threat or video blogs as the future. Large companies do not seem to be very good at the voice thing and their sites still look like obituary pages,or advertisements. You know I agree that hyper local is the way to go because it is unique content, as for the qualifications of the agent blogger I would say that there is marketing through many mediums that portray marginal agents as experts and that the same can be said in any industry. Most people do not list their limitations in their marketing materials. As for the future of real estate blogs not everyone can write a blog, and most don't stick to it.

[Guy Lofts,]

This is the first time I have stumbled out into the wider world of blogging out side Active rain.

I am very impressed with discussion on this topic. To look into the future and consider whether large companies will try to hog the new forms of communication. Or as Teresa Boardman said in the last comment, that won't happen.

One thing i am confident, is that our large national company is dedicated to growing the agents individual brand and business. Because that is ultimately what will grow the company. It's working so far.

The Real Estate Guy in Madison WI, http://www.MadisonHomeBlog.com

[Uncle Jack]

I've got a face that was made for radio! (and fortunately a voice for it also). So I'll just stick to typing for now.

[Sean Malott]

Thanks for the post. I have a low tolerance for poorly produced video. Writing is for everyone no matter the budget and equipment.

[Utah Homer]

Maybe I ought to learn to blog?

[Donna Smith]

Your article has made my desire to come up with a blog more strong and soon I will. I think a blog is a must for a real estate agent as through it, he can not only express his views but also interact with other agents. Thus the whole look and feel of the blog becomes very important. I am also an agent listed with resortscape.com ( http://www.resortscape.com/default.aspx?ct=r&q=&utm_medium=linktous&utm_source=PT ) and so many a times my clients are even foreigners. So my blog should also be beneficial in assisting them. My plans for the blog are still in the initial stages. Through your post I have gained a lot of insight in developing my blog. And now definitely I will make it happen.

[Sharon Simms]

I don't think video will ever replace writing - at least, I hope not. As long as we're appealing to a broad range of customers, we need to have both available. It's not about what WE prefer, it's about what the customer prefers.

[Sharon Simms]

I don't think video will ever replace writing - at least, I hope not. As long as we're appealing to a broad range of customers, we need to have both available. It's not about what WE prefer, it's about what the customer prefers.

There is not doubt that video is the future. The final form it will take is pretty unclear.
Clients I work with use video for everything from producing virtual tours, to talking about their businesses to creating their own newscasts.

Below is a link to what I would call a better than average attempt to produce a vlogg of local real estate news.

http://youtube.com/watch?v=iQo2Vvb0pC4

I imagine his efforts and other agents willing to try something new will just keep getting better.

Jeff

[Greg Lockly]

Everybody wants to dominate on the Internet. Big real estate firms make sure they are always on top. What about the small time? I have a really good advice. While most people blog, having websites and linking, using an application that could reach clients without actually finding them on the net. In fact, you are finding them even if they are not online. You could advertise and interact for that matter using SMS. Try to check http://www.cellmyhouse.org

[Bill French]

Jim:

Thanks for the excellent commentary on the emerging requirements for real estate blogs; very enlightening.

At MyST we also have seen business blog trends tilt toward video. But one of our clients took it to a whole new level - they wanted video commenting too. This is supported on Health Commentary (http://healthcommentary.org), a fairly large business blogsite. We anticipate lots of clients launching video blogging and video commenting in 2008-2009.

Hyper-locality – this is a key observation and one that I’ve only given brief thought about. It seems that some of the business requirements for hyper-locality might look something like this:

Real estate blogs must be able to …
- Represent virtual collections of content based on geo-location that are also mapped into localized search solutions;
- Filter content based on regions that are near and distant to a specific location – that context changes – sometimes you want to see information specific to an HOA area, other times you want to see information that encompasses a market trading area reachable by car;
- Deliver content relevant to the present location of mobile devices.

Re Brokers… another great point. One solution – imagine the broker’s blogsite is simply a real-time roll up of its agent’s blogs regardless of the tools used by each agent.

One of the problems I see with lots (and lots) of video is the issue of less findable content. While it's true that major search engines will be able to index voice and find audio and video content based on text queries, there are other types of search requirements that Google won't be able to help with. Your own site integrates with Google, but not all businesses have this latitude; issues of index size, brand, security context, etc., will impact the issue of findability. I know there’s no simple answer to this – I just wanted to make the observation.

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[Robert D. Ashby]

I think blogging communities, like Bloodhound Blog and here, will continue to grow and become strategic in their targeting. However, I do not think that the community blog sites will replace the individual ones, rather they will provide gateways to the individual ones.

Video is definitely a must, but I don't think the best blogs will be video only either. I think a good mix of video, audio, and writing will be the best blogging tactics. Of course, that will depend largely on your targeted audience as well.

[Kenny Alex]

personally, I think video just a tool to make the real blog is more interested, easier to understand and improve the percent of reader's impress. The realtor need to maintain skill of writting. That's the real blog

[Diane Cohn]

I think smart brokers will mine their organizations for blogger talent, recruit the stars to lead the corporate blogging effort, and share the resulting rewards to keep them motivated. If brokers try to go it alone or shove some lame blogging platform down our throats, they are essentially alienating talent, competing against us, and leaving the door open for smarter brokers to swoop us up to help them become the leaders in their markets. As all of you know, the ins and outs of blogging are unknown to many. You can't just slap something up there and expect it to succeed.

Writing will be a mainstay, but video will be a very important adjunct, along with lots and lots and lots of pictures.

[Steve Simon]

The vehicle within the blog will be video. The impact for our industry is unmatched... The Vlog is not a luxury item it is a must!