Let me start by saying this is an ad... Of sorts. It is also a roadmap to where a lot of bloggers and real estate marketers think online real estate promotion is going...
Localism and Local Content
Just like Localism, Diamond Dwellings is based on hyper-local content... blogging and covering a community. The community may be geographic or demographic, or both. But, the basic concept is that in order to be the Local Expert, one needs to bite off an appropriately sized area of which to be the local expert. I've written about this before, and it has been covered by ActiveRich and ActiveBrad as well...
I can't own Atlanta...
It would take some serious mojo to own the phrase "atlanta real estate" in the search engines. But, even if I could do it, it is just too much. I can't possibly know the whole Atlanta market. It is thousands of square miles. Even on a light traffic day, it can take 90 minutes to drive across. And it spreads in a lot of directions. There are entire ZIP codes I have never been in... I am not the expert.
I can't know Gwinnett County...
Now, I can make a case that I can own a demographic within the county, but I can't really effectively cover every house in every corner of the whole county. I do understand the homes in Gwinnett that have 4 car garages and bigger... and there are about 175 of them on the market right now. But, there are about 10,000 homes for sale in Gwinnett... I can't know all of them.
But, we've been here before...
What it comes down to is that the goals of Localism and the goal of Diamond Dwellings is to present consumers with a Local Expert. Someone that knows the homes for sale. Knows the market trends. Knows the best restaurants. Knows the local events. Knows the community.
But there is another component here... and it has really been brought to the forefront while I have been here in San Francisco for Inman Connect and RE Bar Camp.
Sharing...
It is one of the greatest aspects of Active|Rain. I have seen an incredible amount of information freely and gladly given by market leading experts. I has been going on here at A|R, and it has been going on here at Connect and REBC. There is a different type of community being built.
It is a community being built on sharing information, techniques and experiences to make each of us better.
The way it normally is...
In most real estate offices, every agent is effectively competing with every other agent. There isn't a good reason to share with and build the performance of the other agents in the office... in fact, there is reason not to.
But...
In the business model we are building for Diamond Dwellings, the agents work certain areas to be the local expert... and we don't need four local experts in a particular community. So, there isn't a disincentive to share, and more opportunity to learn. It is a flat out different way to approach the real estate office... team work.
I wanted to keep this short... so I'm not even touching the blogging aspect, the vertical integration of content and the team blogging involved... all of these make the web presence more powerful and can help to build a better experience for the consumer.
If it sounds like something you would be interested in... we are almost ready to roll it out.
And we are talking about it over breakfast at Inman on Friday, July 25th...
If you are here at Inman, find me and I'll have you an invitation. You can go to our special site and sign up for an invitation, too.
If you aren't here at Inman and are curious, give me a call or shoot me an email.
You don't have to be a broker to participate in this. Are building a system from the ground up that will allow agents to participate too.
It is really cool.
Unless otherwise noted, all content of this blog is the property of Lane Bailey, ©2012 Lane Bailey.
I'd love to hear from you...
Lane - sounds like you are having fun at the convention. I must say I am curious about what you just described.
I like the teamwork concept. Good luck. Veronica
DD sounds like they have a good business model. Things are changing and morphing constantly. New ideas are great to hear.
Just came back from the Diamond Dwellings website - very nice - interesting concept. If I wasn't with a franchise already, I'd be very interested.
We have been trying to be the local experts in the townships around the area I have lived for the past 30 years you are so right I don't need to be an expert on everything. I would like to hear more about the idea.
I'm still pouting about not being there... but am still watching you guys! Will send an email per your request above.
First I would like to thank everyone that stopped by... It is REALLY exciting to be part of the launch of this new model. It is also funny how close it is tracking what so many are saying here about hyper-local focus and the future of real estate marketing and agent/broker models.
Jennifer - After Inman we will try to find some time to talk.
Veronica - Thank you
Melina - I'm pretty excited about this... and even more excited after the things I've heard here.
Debbie - Thank you also.
Terry - I hope we can talk after the craziness here is over as well.
Susie - And you are almost close enough for Matt and me to drive up to talk with. I'll be in touch.
Best of luck to your business Lane. We'll check out your link and reply afterwards.
Castellum - Thanks. I hope you enjoy. We'll also have a booth at the NAR Expo, and Matt is going to be at RE Blog World.
It is great to have a network that allows for a non competitive professional sharing atmosphere.
Sabrina - Yes it is.
This is a GREAT concept - obviously well thought out.
Eleanor - Thanks... I think Matt did a good job concepting this.