Immobilienblogs in den USA
Posted on February 27, 2006
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Exciting ECommerce verweist auf eine spannende (?) Studie in den USA: It´s Your Web: Real Estate Blogs and Communities von Inman. Es geht u.a. um das Thema Weblogs und wie man diese nutzen kann, um seine Ziele zu fördern. Begleitend dazu werden drei Artikel online gestellt:
In the early days of the Web, not many people were adding content on their own. But that is quickly changing with more community-focused and social networking sites popping up and more people writing blogs. In this three-part report we explore how more people are adding their own real estate content and discussions onto the Internet, what they are talking about and what’s motivating them.
Artikelreihe Real estate blogs spark key industry debate (No.2+3 kommen noch):
1. Part 1: More people engaging in real estate discussions online (wie werden Immobilienweblogs genutzt)
2. Community real estate sites take off
3. The marketing power of social networking sites
Ein erfolgreicher Immobilienblogger beschreibt seine Strategie (Matrix und Soapbox):
Millers Kompetenzstrategie:
“I didn’t start this thinking I’m going to make money,” said Miller, who is president and CEO of Miller Samuel, a Manhattan-based property appraisal firm. Instead he thought, “here’s a cool vehicle to present information that interests me and will interest people in related fields.” … While Miller says his company’s Web traffic has grown since launching the blogs, the greatest benefit for him has been sparking these real estate discussions. “My voice is not to be the answer guy,” Miller said. “It’s more like, here’s all the pros and here’s all the cons,” presenting the information and letting people discuss and draw conclusions.
Zum Zeitaufwand:
At the Matrix blog, Miller covers anything related to real estate economics, and in Soapbox he narrows the subject to property appraisal issues. He spends between one and a half hours and three hours per day blogging.
Zur konkreten Umsetzung seiner Artikelstrategie:
“The hard part is figuring out the topic,” Miller said. Some blogs simply take text from a news story and display it on a Web site, which Miller says doesn’t interest him because that information can be found elsewhere. “My goal is to cull information and make it logical,” he said. In one blog post, for example, Miller pulled together all the major newspapers’ interpretations of his fourth-quarter Manhattan market study to show how varied they were.
Warum kein direktes Marketing für die zu vermittelnden Immobilien?
Many real estate blogs have ended up being marketing vehicles for available home listings, something that Miller thinks doesn’t work for this medium. “I don’t think that’s effective… you’re not going there to get listings, you’re going there to get informed,” he said.