{"id":2865,"date":"2008-03-31T09:15:38","date_gmt":"2008-03-31T16:15:38","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2865"},"modified":"2008-03-31T20:04:00","modified_gmt":"2008-04-01T03:04:00","slug":"bad-marketing-candy-from-rss-pieces","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2865\/bad-marketing-candy-from-rss-pieces\/","title":{"rendered":"Bad Marketing Candy from RSS Pieces"},"content":{"rendered":"

Mary McKnight wrote an article last Friday called Real Estate Blogs are Stores, Not Websites \u2013 So Blog Like You are Selling Houses, Not Writing For Your Local Paper<\/em> and it made the short list for the Odysseus Medal Sunday.\u00a0 It is well written and provocative.\u00a0 Mary McKnight is recognized as one of the premier web site designers and SEO experts in Real Estate.\u00a0 I have a great deal of respect for her knowledge as it pertains to web sites and SEO.\u00a0 \u00a0If you have not read it, please do<\/a>; \u00a0and then answer this question for me: How is it possible that someone so good at creating real estate web sites, can be so wrong when it comes to real estate marketing?<\/p>\n

The Sugar Coating<\/strong>
\nLet me preface this by saying that I have a great deal of respect for Mary McKnight.\u00a0 Add to which a lot of people for whom I also hold a great deal of respect use her services and listen to her advice.\u00a0 But when she says Your real estate blog is a store, not a newspaper,<\/em> I find myself asking the obvious question: If it is a store, what do you sell?\u00a0 If you answer \u201chomes\u201d I am going to assume you work at a mobile home dealership.\u00a0 Otherwise you clearly do not understand your product.\u00a0 Here\u2019s a hint: you see your product every day in the mirror.\u00a0 You no more sell homes than you stock them\u2026 which is why you are not a store.\u00a0 You are a service and your product is your expertise.<\/p>\n

The Creamy Middle<\/strong>\u00a0
\nThe point of her article is …to get you to understand that if your business is about real estate and you want to attract customers that have a real estate need you MUST write about real estate, not skateboards and restaurants<\/em>.\u00a0 This is true on a very grand scale:\u00a0 most of your articles and certainly your \u201clook and feel\u201d must tell the reader that you can and will be the best agent they have ever had.\u00a0 But\u00a0does that\u00a0mean\u00a0you should only write about real estate?\u00a0 When Mary says it<\/p>\n

is inconceivable to (her) that Read more<\/a><\/em><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Mary McKnight wrote an article last Friday called Real Estate Blogs are Stores, Not Websites \u2013 So Blog Like You are Selling Houses, Not Writing For Your Local Paper and it made the short list for the Odysseus Medal Sunday.\u00a0 It is well written and provocative.\u00a0 Mary McKnight is recognized as one of the premier […]<\/p>\n","protected":false},"author":36,"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":[6,5],"tags":[126,118,111],"class_list":{"0":"post-2865","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","8":"tag-hyper-local-blogs","9":"tag-mayoral-marketing","10":"tag-success","12":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2856,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2856\/the-odysseus-medal-competition-voting-for-the-peoples-choice-award-is-open-24\/","url_meta":{"origin":2865,"position":0},"title":"The Odysseus Medal competition — Voting for the People’s Choice Award is open","author":"Greg Swann","date":"March 30, 2008","format":false,"excerpt":"We have 13 entries on the short list this week, out of a long long list of 74 posts. I've already decided on the winner of the Odysseus Medal, so I'm not linking that way. Instead, again this week I'm showing nothing but Black Pearls, practical hard-headed ideas for working\u2026","rel":"","context":"In "Blog Carnivals"","block_context":{"text":"Blog Carnivals","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blog-carnivals\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3135,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3135\/flip-videos-from-the-heard-unchained-and-ready-to-learn\/","url_meta":{"origin":2865,"position":1},"title":"Flip videos from the Heard: Unchained and ready to learn","author":"Greg Swann","date":"May 18, 2008","format":false,"excerpt":"Video by Teri Lussier using the Flip camera. A young convert: Mary McKnight on SEO and social networking: Much more at our YouTube channel.","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":3139,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3139\/kevin-wilhelm-on-the-first-day-of-bloodhoundblog-unchained-today-was-the-first-day-which-was-meant-to-be-a-bonus-day-but-if-it-ended-today-it-would-be-worth-the-money-period\/","url_meta":{"origin":2865,"position":2},"title":"Kevin Wilhelm on the first day of BloodhoundBlog Unchained: “Today was the first day, which was meant to be a bonus day. But if it ended today, it would be worth the money, period.”","author":"Greg Swann","date":"May 18, 2008","format":false,"excerpt":"We planned these video clips as a way of communicating Web 2.0 ideas by effecting Web 2.0 ideas. Kevin Wilhelm, shown below, seems to make our point for us: Here's Bloodhound Teri Lussier, Saturday night, after a long flight and a day in the desert: Real estate coach Jan O'Brien\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":3143,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3143\/bloodhoundblog-unchained-real-estate-website-makeover\/","url_meta":{"origin":2865,"position":3},"title":"BloodhoundBlog Unchained: Real Estate Website Makeover…","author":"Odysseus","date":"May 19, 2008","format":false,"excerpt":"We're Unchained, but we're still wired to the net -- wirelessly. These posts are set up so that folks can make notes or comments in real time. Mary McKnight of RSS Pieces will review and suggest improvements to several web sites and weblogs:Mary Burak\u2019s Advanced Access Site JTC Realty Group\u2019s\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":2665,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2665\/brian-brady-on-realestateradiousacom-mortgages-unchained\/","url_meta":{"origin":2865,"position":4},"title":"Brian Brady on RealEstateRadioUSA.com: Mortgages unchained","author":"Greg Swann","date":"February 26, 2008","format":false,"excerpt":"Brian Brady did a half-hour interview this afternoon on RealEstateRadioUSA.com, the internet radio station for real estate. He was talking about BloodhoundBlog Unchained, but hosts Barry Cunningham and Barry Johnson also probed him about the mortgage market. To top things off, there's an extensive discussion of the \"What would David\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":3084,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3084\/soyoure-coming-to-phoenix\/","url_meta":{"origin":2865,"position":5},"title":"So…You’re Coming to Phoenix","author":"Brian Brady","date":"May 10, 2008","format":false,"excerpt":"All presentations to be held in the Steele Auditorium at the Heard Museum. This schedule for Unchained is subject to change: Sunday, May 18, 2008: 8-10AM Registration. The conference starts at 10AM and ends at 4PM. 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