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Active Rain Unleashes Impression Advertising

If they’re ain’t no margin, there ain’t no mission. Active Rain has released it’s revenue model to the network of 43,000 members. My only question is, “What took you so long?”

In the interest of fairness, Jon Washburn, Caleb Mardini, & Matt Heaton are tech-guys. They always felt that if they build it, the money will come. And build it they did. In the course of 13 months, Active Rain has grown to over 43,000 registered members and has established a community blogging platform that is unparalleled in the RE.net.

The idealistic approach of MyHouseKey.org was a great one but it failed because of a lack of participation. No points? No interest.
Gather.com is another approach to communal blogs outside of the RE.net. Gather also uses the point system and offers rewards of free Borders’ gift cards for serial contributors. It seems to attract a sort of pseudo-intellectual Myspace user and doesn’t get the communal participation Active Rain does.

The boys of Active Rain have done a great job of balancing the fragile egos often associated with top-producing Realtors and loan originators. They’ve established community guidelines and let the members pretty much police themselves. Their Localism.com portal is an interface with consumers. They won the coveted Inman Innovation Award in San Francisco. earlier this month; it couldn’t have happened to a nicer group of guys.

The climb to revenue wasn’t an easy one. Rumors abounded of lead poaching, black hat SEO, and other conjecture about the unbeleiveable and meteoric rise in the RE.net; none of it was true. Strategic alliances, partnerships, news sharing with mainstream media, and rumors of a buyout were all bandied about as the boys toiled away. They kept their focus and rolled with the punches.

Now, they want to get paid. Bravo! The success of the Active Rain Real Estate Network comes from the collaboration among its members. Members refer business back and forth, share marketing ideas, and help change the way we do business with the consumer. It is, without a doubt, the single best way a Luddite can turn into an e-marketer in the real estate space in 90 days or less.

So…who should advertise on Active Rain and Localism? Loan originators should DEFINITELY advertise; they are outnumbered by potential referral source six to one. Stagers should, too. Investments brokers, short sale specialists, commercial agents, coaches/trainers, appraisers, vendors, and anyone who may benefit from the “stuff” that real estate professionals buy will find a thriving and enthusiastic group on Active Rain.

Here’s to the success of the boys of Active Rain-they deserve every penny they charge.

Related posts:
  • Active Rain- Happy First Birthday
  • ActiveRain.com v. Move.com: The Nagging Question
  • Active Rain Says TANSTAAFL To Founding Members’ Uproar

  • 13 comments

    13 Comments so far

    1. caleb August 28th, 2007 3:18 pm

      Thanks Brian! Toil away we will continue to do ;).

    2. Missy Caulk August 28th, 2007 3:26 pm

      I agree, it is time. I signed up first thing this morning. I appeared for a while and then went away. I know there is plenty of money in my account. Do you have any idea how this really works ?

    3. Michelle DeRepentingy August 28th, 2007 3:39 pm

      Amen, I started my 1st appraisal company ad today on Active Rain, but not a single line is long enough for my company name.

    4. [...] UPDATE: Active Rain Unleashes Impression Advertising – bad timing? Technorati Tags: Real Estate, Real Estate 2.0, real estate advertising, Real Estate Marketing, trulia, ZillowIf you enjoyed this post, make sure you subscribe to my RSS feed! [...]

    5. Linda Davis August 29th, 2007 3:50 am

      Despite poking fun at them on a regular basis, I wish the Gods of Active Rain all the success they deserve and have worked so hard for. My only word of caution (especially seeing the comments above) is to get it right the first time. That didn’t happen with Localism or Q&A.

    6. Robert D. Ashby, CMPS August 29th, 2007 7:35 am

      All I can say is Amen. Having been in the AR community for about a year, these guys have done nothing short of spectacular in building the community. They deserve every bit of revenue they generate and I wish them continued success in their endeavors.

    7. Roberta Murphy August 29th, 2007 8:11 am

      Brian: Nice article. I have contributed to the cause because I so appreciate the platform Active Rain has offered this past year. Not sure what business will flow–but that is another matter.

      I wish them all huge success!

    8. William J Archambault Jr August 29th, 2007 2:16 pm

      Brian,

      The guys have done us a great service. Let’s hope that they profit profusely!

      Bill

      William J Archambault Jr
      The Real Estate Investment Institute
      First National Mortgage Sources

    9. Bill Cherry August 29th, 2007 7:36 pm

      The point system needs to be trashed. It is misleading above all, and second there is no way new bloggers can ever catch up much less surpass those who have actively accumulated many points because they have been here since the beginning.

      I’m personally tired of seeing the same mugs everytime I sign on. 43,000 people against what, 250 or so who have that undeserved honor?

    10. Brian Brady August 30th, 2007 11:52 am

      Bill Cherry:

      You’re right…and you’re wrong. The point system works but it does reward those of us who have built the network to what it is today.

      Perhaps a quarterly rollover would keep things fresh and interesting. If we reset everyone’s points to zero every three months, it might even out the playing field.

    11. Tom Comstock August 30th, 2007 12:47 pm

      Bravo Bill,,, I don’t even look at the points, a newbie like me has no hope of moving up too far anyway. I still enjoy the networking and communication benefits of Active Rain, but it would be nice to actually care about the point system as well.

      And if the point of it all is to GROW the site, then making it more competitive for everyone, newbies included, should help the community grow even faster.

    12. [...] Brian Brady, Active Rain Unleashes Impression Advertising [...]

    13. Cyndee Haydon September 4th, 2007 8:32 pm

      Brian – I agree it couldn’t happen to a nicer bunch of guys – I am wishing them great finacial success – so we can all continue to enjoy the great community of Active Rain.