Hyperlocal real estate and the perils of postponement
All the buzz, right? But hasn’t it always been that way?
Seems like everyday I’m introduced to another “search engine” or some type of snake oil that isn’t one. It always—always—strikes me the same way: why would you try to compete with Google? It makes no sense—there is one. I guess it makes sense if you are exceptionally good at algorithms or have developed a more ingenious advertising model, though I think you’d be hard pressed (not to say it’s not possible).
But what is it that makes “search” possible in the first place? It’s not that Google exists. It’s that content exists in hyperspace. If that’s true, why wouldn’t you develop content? It seems to me that that is the way to connect and create value on all fronts. Here’s what happens when you actually sit down and create content:
- You market yourself
- It’s free
- It’s difficult, but it forces you to think through things, which is far better than asking someone to just run an ad
- You end up getting people to your site that you never would have been able to reach otherwise.
When I started writing on the internet about real estate I realized the clarity it brought me. Then I realized that there was a frequency that could be dialed in that allows the writer (of a blog) to reach an audience. Then I realized that it could “affect” potential business partners—for the better—at least in my case.
Every person that commented on this blog or believed in “social media” (how I almost loathe the words) know what I speak of. But there are a fragmented few that still think that the internet is about “gross” and “net” and “hits” … it’s just not… not at all… the internet is not about anything, except maybe (and this is a big maybe) the transfer of documents. Everything else just came after that.
Figuring out how to market real estate online is easy. But it’s not easy as in cheap. It’s easy if you are willing to put in the work and effort. If, on the other hand, you want to follow the herd… be my guest… postpone the inevitable at your own peril. Technology certainly is not going backwards. It’s going faster. Faster than the people who are actually developing it.