Content is king, as the cliche goes. But writing blog entries can seem so unrewarding when you factor in the time and talent it takes to compose them. Sure, they may bring readers your way, but is it worth it?
One way companies skirt this value proposition is to make their blogs work double duty by publishing the best pieces in physical and/or digital formats. This way, they bring in people who prefer paper or tablets to desktop reading (who might even be convinced to pay for the privilege of alternative access to content).
This tactic was recently undertaken by real estate marketing and design firm 1000watt. They grabbed 40 of their blog posts and republished them in Turn On: Selected Writings About Real Estate 2007-2011. While you can buy the “booklet,” as Inman calls it, direct from the printer or via Kindle and iBooks, 1000watt also put out a free PDF version on their website. Presumably they asked themselves how many people would pay to read content that is already freely available online.
But just because it’s free doesn’t mean there isn’t a transaction involved. In exchange for giving away their content in this new format, the firm gets new eyes and new mailing list members. And, on a personal level, I received four lessons in how not to repurpose blog content in PDF form in return for reading this online version.
Lesson One: Link Smart or Don’t Link at All
By Erica Christoffer, Multimedia Web Producer, REALTOR® Magazine
A few months ago, Dan Burrus was sitting in a café in Istanbul making a call to his wife in Barcelona using Apple’s iPhone-to-iPhone FaceTime video chat. He was able to see her in high definition and hear her as clearly as if she were sitting next to him, even though he was in the Middle East and she was in Europe.
This example of technology provides us a small glimpse into our future, says Burrus, a futurist and author of Flash Foresight: How to See the Invisible and do the Impossible (HarperCollins, 2011).
Are you interested in predicting the future? Try this:
How much do you know about the iPhone 6? No one’s talking about it because we don’t even have an iPhone 5 yet. So you might say, “I don’t know anything about it.” But in actuality, you know a lot, says Burrus. Will it have a faster processor than the iPhones that came before it? Of course it will. Will be have more memory? You already know. Will it offer more cloud computing options? You bet. Might we be able to tap into a “Watson” computer in the cloud, giving us a supercomputer in the palm of our hand? The possibility is very likely.
There has never been more opportunity than there is today because technology is leveling the playing field, Burrus says. He predicts that in the next five years, you’re going to see a continued technological transforming in how we sell, market, communicate, train, innovate, and collaborate.
“One of the reasons I did not call the book ‘Flash Hindsight,’ is because we’re already good at saying we should have done this or that,” says Burrus. “The beautiful thing about foresight is you can take actions today to shape that future.”
The Flash Foresight methodology can also be used as a crystal ball to reveal what’s in store for the real estate industry. Continue reading »
Last month we asked readers to share their favorite real estate book. The responses were overwhelmingly in favor of three books in particular: Rich Buyer, Rich Seller!, (7L) The Seven Levels of Communication, and Underwater Home. Although we couldn’t reprint all the recommendations, here’s a few of the lively comments real estate pros wrote about these three books. Find out why they’re worth putting on your must-read list in 2012.
Rich Buyer, Rich Seller! The Real Estate Agents’ Guide to Luxury Marketing Luxury Homes by Laurie Moore-Moore
“Fabulous insight into how the luxury market works! A must read for all agents who want to work in this niche.” — Gretchen L. Lambeth, Hawaiian Isle Real Estate, Kailua-Kona, Hawaii
“Hands down, it’s the best written, most comprehensive yet concise real estate book I have read. It provides unparalleled insight and value to all luxury real estate professionals, from novices to the most experienced.” — Darren Weiner, Antigen Realty, Miami Beach, Fla.
“I was one of the early members of the LHMS designation and have attended two of Laura’s classes over the years. This book is the most successful tool I have and the information has allowed me to become and remain a strong presence in the luxury home market for my area. The most important insight was learning the housing market at the various price points. Many of the homes I list are custom homes, so this pricing strategy is paramount in helping me get the price point across to my sellers. I use this strategy when pricing all my luxury homes and homes that are in other price ranges as well. After years of following the steps in Laura’s book, I am now regularly interviewed by the local paper when they are working on a real estate specific story. I can’t thank Laura enough for her efforts that have resulted in my success.” — Petra Fahey, Real Living Country Ranch, Bullhead City, Ariz. Continue reading »
By Agnes Masnik, Freelance Writer for REALTOR® Magazine
To avoid complacency, think of one personal life change to focus on. It could be attending a networking event each month, brushing up on social media and technology-based marketing tools, or cracking open that book you have been meaning to read.
Making a small, imperceptible life change can be the secret to achieving your personal goal, says Darren Hardy, publisher and editorial director of SUCCESS Magazine.
In his new book, The Compound Effect: Jumpstart Your Income, Your Life, Your Success (Vanguard Press; November 2011), Hardy reveals why small, consistent changes and smart choices on a daily basis can equal big rewards in the future.
With 17 years experience studying personal development and achievement, Hardy covers many of life’s bases and he helps readers explore options for creating good business habits, a healthier lifestyle, and a more fulfilling personal life. This book is not real estate specific, but it does capture the essence of Hardy’s passion for success.
Hardy got into real estate when he was 20 years old. He remembers entering an office of 44 veteran agents with thick Rolodexes full of clients. During a meeting, one of them even called him “a naive snot nosed kid.” That encounter, he says, was a turning point in his career. Three months later, he was outselling the entire office. Continue reading »