{"id":1704,"date":"2007-07-28T07:02:59","date_gmt":"2007-07-28T14:02:59","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=1704"},"modified":"2007-07-28T21:33:46","modified_gmt":"2007-07-29T04:33:46","slug":"making-the-connection-the-objective-of-real-estate-weblogging-is-visceral-and-viral-not-rape-and-run","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1704\/making-the-connection-the-objective-of-real-estate-weblogging-is-visceral-and-viral-not-rape-and-run\/","title":{"rendered":"Making the connection: The objective of real estate weblogging is visceral and viral, not rape and run"},"content":{"rendered":"

This will have to be brief, because I’m crushed for time, but we’re promoting Real Estate Weblogging 101<\/a> at the StarPower Conference this morning, so it’s a topical topic.<\/p>\n

The premise: The commercial value of real estate weblogging comes from making a visceral connection with future clients, ideally leading to viral results, not spam-trolling for short-term leads<\/a>. In other words, where keyword-packed tapioca content may score well for now on search engines, and may bring in filled-out web forms, it will not create the kinds of enduring connections that result in repeat and referral business for generations. Certainly none<\/i> of the people brought in by search engines will become loyal readers or subscribers to the weblog: There’s no there there. Even worse, spamvertising in weblogs surely repels at least as many people as it seems to attract, and the people repelled are very probably the ones most likely to yield significant viral results over the years. You’re not only not<\/i> building bridges, you’re blasting the bridgeheads.<\/p>\n

There’s more: What happens when Google changes the rules? When a vendor crows, “Ha, Ha! We tricked Google!”<\/a> the demise of that particular trick is foreseeable. When Google discovers that favoritism towards weblogs is bringing spam to the top of its results, it will change the way it weights weblogs. Locally-focused webloggers like Jay Thompson<\/a> who have made the effort to build a following will chug on unabated. Keyword-packing spamvertising weblogs will dry up and blow away.<\/p>\n

This morning’s post from Jay<\/a> is good example of how to do this job: The keywords are there, but they’re there because the post wouldn’t makes sense without them. Jay is providing real value to his readership, practical, relevant advice. Even so, the post should search very well. But here’s the interesting part: Even though Jay is writing about the news of the day, if someone should happen upon this post by search a year or two from now, it will still be serving the visceral, viral function: Jay Thompson cares about his clients, and he is working to provide meaningful benefit to them with his weblog. That’s a very powerful Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This will have to be brief, because I’m crushed for time, but we’re promoting Real Estate Weblogging 101 at the StarPower Conference this morning, so it’s a topical topic. The premise: The commercial value of real estate weblogging comes from making a visceral connection with future clients, ideally leading to viral results, not spam-trolling for […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,6,5,16],"tags":[],"class_list":{"0":"post-1704","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-blogging","7":"category-marketing","8":"category-real-estate","9":"category-weblogging-101","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2285,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2285\/weblogging-without-chains-a-bloodhoundblog-unchained-introduction-to-viral-hyper-specific-real-estate-weblogging\/","url_meta":{"origin":1704,"position":0},"title":"Weblogging without chains: A BloodhoundBlog Unchained introductory podcast to viral, hyper-specific real estate weblogging","author":"Greg Swann","date":"November 28, 2007","format":false,"excerpt":"The podcast linked below is a piece of a conversation Brian Brady and I had today about styles of real estate weblogging that make sense in the onrushing world of social media marketing. Brian cites a post of mine from the first of this year, Think globally, blog locally: If\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1559,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1559\/real-estate-weblogging-101-a-how-to-book-in-weblog-form-for-would-be-real-estate-webloggers\/","url_meta":{"origin":1704,"position":1},"title":"Real Estate Weblogging 101: A how-to book-in-weblog-form for would-be real estate webloggers","author":"Greg Swann","date":"June 21, 2007","format":false,"excerpt":"In commemoration of the Southwest Real Estate Blogging Conference, BloodhoundBlog today launches Real Estate Weblogging 101, a book-in-weblog-form about weblogging for real estate professionals. The book is built as a WordPress weblog because it seemed foolish to me to write about a deep-linking medium without deep linking. Even so, I\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1293,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1293\/an-insanely-great-hyper-local-real-estate-weblogging-strategy-be-the-community\/","url_meta":{"origin":1704,"position":2},"title":"An insanely great hyper-local real estate weblogging strategy: Be the community","author":"Greg Swann","date":"April 12, 2007","format":false,"excerpt":"In January, I told y'all that I have an insanely great idea for making a local real estate weblog successful. I actually had the idea last Summer, and I worked out all the details and software then. But we have been busy with other things, so I've just been sitting\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1793,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1793\/real-estate-weblogging-to-create-the-kind-of-relationships-that-lead-to-closed-transactions-repeats-and-referrals\/","url_meta":{"origin":1704,"position":3},"title":"Real estate weblogging to create the kind of relationships that lead to closed transactions, repeats and referrals","author":"Greg Swann","date":"August 13, 2007","format":false,"excerpt":"Sorry, Michael, but sometimes plumbers gotta talk about pipes. This is Teresa Boardman writing at The Real Estate Tomato:In my humble opinion it isn't about how many people read me. It is about who reads me and why. It is about speaking directly to the clients you prefer working with.\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1644,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1644\/ignore-the-so-called-experts-blogrolls-are-good-mkay\/","url_meta":{"origin":1704,"position":4},"title":"Ignore the so-called experts: Blogrolls are good, m’kay?","author":"Greg Swann","date":"July 10, 2007","format":false,"excerpt":"No one is better suited for a discussion of the value of blogrolls in viral weblogging than South Park's Mr. Mackey. (\"Drugs are bad, m'kay?\") Some supposed experts have done extensive research by reading other weblogs and they have come up with (and reiterated) this startling conclusion: \"Blogrolls are bad,\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":427,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/427\/blogoff-post-50-real-estate-weblogging-write-about-blogging\/","url_meta":{"origin":1704,"position":5},"title":"Blogoff Post #50: Real estate weblogging? Write about blogging . . .","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"More from Seth Godin offers 56 tips on how to get traffic for your weblog. Here is tip number thirty-eight:Write about blogging.This may well be the most self-referential medium in the history of media. That's okay. Discursive prose is how we think orderly thoughts, and writing about weblogging is how\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/1704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=1704"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/1704\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=1704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=1704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=1704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}