“How to Leave Comments on the Internet” by Doghouse Diaries via http://twitter.com/#!/GUYKAWASAKI

It’s important to participate with the online communities of your choice as much as possible. If you seek opportunities to be an active an helpful community member, you will be recognized and appreciated long after your original post or comment. However, as in any other forum online or in the real world, there are idiots out there who would delight in baiting you into a hysterical rant. We call these loathsome creatures “trolls.” Whatever you do, Do NOT feed the trolls. Remember, you can’t take pee out of a pool.

“Never argue with a fool, onlookers may not be able to tell the difference.” -Mark Twain.

What’s your take?

Have you seen otherwise sane adults turn into raving lunatics online? Even worse, have you ever been baited by a troll yourself?

“You can’t take something off the internet, that’s like trying to take pee out of a swimming pool. Once it’s in there, it’s in there.” -Joe Garrelli, NewsRadio clip, episode 2×17 ‘Physical Graffiti’.

It’s true. Anything you put out on the internet may well live on forever whether you want it to or not. Sure you can delete it, but chances are it will still be captured in a Google Cache, Wayback Machine or other archival service. Yes, that includes Facebook chats, emails, tweets, posts, comments, etc. It can be embarrassing if one of the only three things you post on the internet is a something that embarrasses you. There is little comfort to be had in security by obscurity, but that’s no way to promote your real estate business. Better to bury the evidence with a mountain of great posts, comments, and other content. Make it easier for People — including potential clients — to find your good stuff than the bad.

What’s your take?

Is the digital detritus of your life sprawled out online for all to examine? Have you created enough online content yet to “control” (or rather, “influence”) what people can find about you?

Your ‘about’ page is going to be one of the first points of connection with most readers of your blog. In fact, it is one of your best conversion tools, so it’s important that you get it right. Think of it this way, your website or blog is like a book. Your ‘about’ page is the blurb on the back and inside flaps of the glossy book jacket. In the same way, they purpose of your ‘about’ page is to persuade the reader of your site’s value and of your credentials as an authority. Real estate is a relationship business. If the reader connects with the you and you both share an interest in the same community, you have the basis for a relationship.

If there’s two things I’ve learned since first starting my online business journey, it’s this:

1. Your About page will be one of your most viewed pages on your site.
2. Your About page is not about you, it’s about those looking to find out more about you.

-Michelle Welch

Who Reads About Pages?

First time visitors.

What do they want to know?

• How often do you update your website?
• How can I subscribe to your website’s content?
• How can I contact you if what I’ve read here isn’t enough?
• Are there other places on the Web where I can find you, such as social media services like Twitter or Facebook?

Opportunity: Build awareness and help them to return to your site after they leave.

Regular visitors.

What do they want to know?

• Can I comment or ask questions on your site without getting badgered?
• Do you really know what you’re talking about?
• Are there other places on the Web where I can support and follow you, such as Twitter or Facebook?
• How can I contact you directly (later)?

Opportunity: Develop trust and make a connection.

People considering working with you.

What do they want to know?

• What are ways that I can work with you?
• Can I ask you general real estate questions?
• Can you show me a property even if I’m just thinking of buying?
• What can I expect in return by working with you?

Opportunity: Permission to do a CMA of their home’s value and about permission to search for their ideal next home.

The Secret ‘About’ Page Formula

Present the information in order of interest to the reader. The first time visitor will probably only read the first sentence or two and skim the headlines. Regular visitors will read a little more. People considering working with you want lots of facts and your history. Journalists call this the inverted pyramid writing style. Like newspaper readers, web users are impatient. Start with what is most important to the reader and work your way to more detailed information. Keep sentences short, snappy, conversational. Write like you talk. Address all the questions.

Step 1: The Blurb (1-2 paragraph summary that sells you and the site; the back cover.)

• Who is your site written for?,
• What are the benefits of reading your posts? (WIIFM?)
• When (how long ago) did you start caring about this community?
• Where are the communities you write the blog about?

Step 2: The Bio (Who are you and what do you do? The inside cover flaps.)

• Your picture. Upload a current and casual photo that shows you’re a real person. Puts a face to your words.
• What qualifies you to write about the communities you cover? If you have years of experience, formal credentials (GRI, CRS, etc.), awards, etc. put them here. Explain how, and for how long, you’ve been involved with your niche or farm. If you have no qualifications other than your passion, explain that.
• Do you have any other claims to fame? What else have you accomplished in your life that might persuade readers that you’re worth listening to.
• Who are you? This is where you put the stuff that usually comes first. Write about your interests, your personal story of why you got into real estate, etc.
• Links to your social networking profiles. At least LinkedIn, Facebook, and Twitter. Invite people to get to know you.
• Third party comments and testimonials. Use a lot of them. If you don’t have a lot of them — go get them. Ask your friends, family, past co-workers — anyone who trusts you, to offer a quote of praise. Make sure they are interesting and true.
• A contact form and your phone number. Make it easy for people to get in touch with you.

This layout will give new visitors the information they want, while allowing regular visitors and people considering working with you a chance to get to know you better.

Additional Reading

	Social Media 101: Tactics and Tips to Develop Your Business Online, by Chris Brogan
	How to Position Yourself As the Obvious Expert: Turbocharge Your Consulting or Coaching Business Now!, by Mark L. Eldridge

Additional Reading Online:

http://www.alistapart.com/articles/aboutpagerobot/
http://sixrevisions.com/content-strategy/about-page-guidelines/
http://www.successful-blog.com/1/if-you-want-me-to-care-tell-me-who-you-are/
http://sethgodin.typepad.com/seths_blog/2010/09/five-rules-for-your-about-page.html
http://performancing.com/is-your-blogs-about-page-about-the-right-stuff/
http://www.problogger.net/archives/2005/03/23/random-blog-tip-include-an-about-page/
http://www.skelliewag.org/how-to-write-the-perfect-about-page-by-numbers-150.htm
http://www.newbizblogger.com/online-business-tips/your-about-page

Came across this article about Kentwood buying the domain name “denverhomes.com”. As the CEO of K. said, “if you are considering to move to a city, and plan to buy a home, the natural tendency is to start your Internet search by typing in the name of the city and homes.”

I am thinking I would like to brainstorm with you and buy up some domain names for the neighborhoods of Denver– CEO of K said “considering to move to a city….” well that takes care of folks moving here to Denver, say from out of state but what about the long tail? And what about folks who already live here and know where they want to live– they aren’t really typing Denver Homes or Denver Real Estate (Kentwood’s other domain name). They are probably typing neighborhood names.

Here is the link to the article:
http://insiderealestatenews.com/2010/11/kentwood-buys-denverhomes-com/

This is absolutely a great strategy… More specifically this is a great PART of a strategy. Marketing is most effective as part of a campaign: First build awareness, then build trust.

I’ve done some rather expensive research into this exact area. I bought up hundreds — literally hundreds — of domains such as “HighlandHomeValues.com” and “BakerHomes.com”. And then I did exactly what most people would do with the domains… Nothing. How could I? How am I supposed to come up with valuable unique content positioning myself as an expert of hundreds areas? Sure, I whipped up a simple page for each and changed the keywords (i.e. neighborhood names) to fit and tracked them with Google Analytics.

Results: Zero. Zilch. Nada. I received fewer than 100 visitors to each over the course of a year and of course no serious inquiries from any of them. I built it, but they did not come.

Now, during this same time I was very busy helping many other agents to incorporate a web site into a long tail marketing campaigns. Their results are fantastic! Hundreds of visitors per month and lots of real leads.

The difference? They chose a single domain name for an area where they could demonstrate that they were an expert –their “farm”. They routinely post articles of interest to people who live, or want to live, in the areas they are promoting. They also knock on doors to give out useful neighborhood info, hold open houses, and mail postcard campaigns — all promoting the “neighborhood website” they created and identifying themselves as the likable neighborhood expert.

So, are they getting business because of the website or because of all the other stuff they are also doing? Who knows? The important thing is they routinely communicate with people they would like to do business with. It doesn’t matter as much how you “touch” your target market, what matters is the consistency and frequency of the message. Since no other agent is putting forth the same targeted effort for the area, these agents have no real competition. They are the only obvious expert in their niche.

Price Po!nt: Owning a great domain will probably not bring you any new business unless it is used as part of an overall targeted and continuous marketing campaign.