Year of the Blog Networks
This is the first of a few "prediction" articles I'll be developing this month in tribute to 2008.
"Blog networks" is not part of the lexicon yet, but it will be. They already exist on many online newspapers like the New York Times as "blog network gardens" that consist primarily of the blogs of their own journalists (essentially, blogs have become the online incarnation of the journalist's daily or weekly column). All types of publications, like Forbes.com, will be creating blog networks by selecting and aggregating blogs by business/financial topic. More thematically, real estate trade publications are also exploring the launch of blog networks (more later). Finally, although technically not blogs, companies like Circuit City are inviting their customers to register as users and participate in comment streams and forums revolving around the products that Circuit City sells... it's a concept for potential adoption by real estate companies - builders, title companies, lenders, etc.
In essence, there are two types of blog networks -
Open blog networks are open to the masses and play the role of provisioning easy to use blogging platforms. Since these networks are public to any users, they basically behave like social networks where the user objective is to integrate into communities. Example companies that provide the blogging platforms and social networks include:
Closed blog networks are a specific set of blogs aggregated for viewing on one or several web pages. The network's participating bloggers are usually selected by invitation only. By being selective, these blog networks maintain editorial direction and quality content.
Why real estate blog networks are like the next real estate franchises
Closed real estate blog networks are easy to create at minimal cost - all you need to do is aggregate agent bloggers who want to participate in the blog network, slap on a top page that aggregates the participating blogs (like Homescopes) and voila! The network can be geographically focused across metro regions (like Homescopes in the Bay Area), or created thematically by discipline - commercial real estate, international properties, videos. They can also be built or sponsored by companies like brokerages, lenders or title insurance companies.
Here are the benefits of the closed blog network:
A regional blog network that becomes successfully established as a lead generation engine will achieve value as an operating online business. For example, it may be sold to a brokerage or other real estate concern. Significant online traffic also opens up advertising and partnership revenue opportunities or "franchise fees" for new agent participants who want to access such traffic. I facetiously mentioned to friend Roberta Murphy that real estate agents don't have to join Keller Williams to retire when they have stake in a well-trafficked online property.
UPDATE 1/6/08 9:30pst: h/t to Drew Meyers for proposing a Techmeme for real estate - a network of selected blogs that continually monitors the industry. Again, another opportunity for an entrepreneurial blog aggregation artist... ( Techmeme is valued at at least $5 million...)
"Blog networks" is not part of the lexicon yet, but it will be. They already exist on many online newspapers like the New York Times as "blog network gardens" that consist primarily of the blogs of their own journalists (essentially, blogs have become the online incarnation of the journalist's daily or weekly column). All types of publications, like Forbes.com, will be creating blog networks by selecting and aggregating blogs by business/financial topic. More thematically, real estate trade publications are also exploring the launch of blog networks (more later). Finally, although technically not blogs, companies like Circuit City are inviting their customers to register as users and participate in comment streams and forums revolving around the products that Circuit City sells... it's a concept for potential adoption by real estate companies - builders, title companies, lenders, etc.
In essence, there are two types of blog networks -
Open blog networks are open to the masses and play the role of provisioning easy to use blogging platforms. Since these networks are public to any users, they basically behave like social networks where the user objective is to integrate into communities. Example companies that provide the blogging platforms and social networks include:
| Open blog networks / Social networks | Example sites |
| Blogging platforms | Wordpress Typepad Squarespace Users of these platforms form a loose knit blog network. |
| Mass media social networks with blogging platforms | MySpace Live Journal Xanga Ning |
| Real estate social networks | Real Town Active Rain Zolve |
| Regional media blog networks (open to public) | Orange County Register
- the newest incarnation of open blog networks are focused on regional
users, and being launched by mass media companies as a way to engage
their readers into generating blog content. Anyone can start a blog. OC
Register is the only online newspaper I've seen do this, but I expect
many more newspapers to add this feature in 2008 because it seems so
simple to implement (working with third party blog platform provider Sitelife by Pluck) |
| Real estate DIY* social networks | Joshua at Bigger Pockets just launched a social network
for the real estate investment community. He demonstrates that any site
can now develop social and blog networking functionality. Note: creating communities around sites has been around a while with applications like MyBlogLog and Facebook groups and fan clubs (Wellcome Mat, Trulia and MyTechOpinion. Creating an onsite network application seems like a natural evolution. *do-it-yourself |
Closed blog networks are a specific set of blogs aggregated for viewing on one or several web pages. The network's participating bloggers are usually selected by invitation only. By being selective, these blog networks maintain editorial direction and quality content.
| Closed blog networks | Example sites |
| Mass media blog networks (selected bloggers) | New York Times blogs - primarily NYT journalists SFGate Community Blogs - readers selected by SFGate to blog |
| Real estate (mass media) | Note that most online media blog networks, including the New York Times and USA Today
still have no one covering
real estate... with so many mass media publications ranging from big to
small market, there will be
opportunities for real estate blogger recruitment. For example,
About.com, essentially a blog network, recruited the renowned Jim
Kimmons to author the About.com real estate business section. |
| Real estate ("Team blogs") | "Team blogs" like RealBlogging, Bloodhound, GeekEstate, Agent Genius, and Rain City function like blog network interfaces with the added attraction of sporting original content. A real tribute to the blogs' founders for building a blogger corps on-site. |
| Real estate (privately formed) | Homescopes - a Bay Area blog network being developed by entrepreneurial agents Women's Council of Realtors California blog network - to be launched this winter (inquire here for more details) |
Why real estate blog networks are like the next real estate franchises
Closed real estate blog networks are easy to create at minimal cost - all you need to do is aggregate agent bloggers who want to participate in the blog network, slap on a top page that aggregates the participating blogs (like Homescopes) and voila! The network can be geographically focused across metro regions (like Homescopes in the Bay Area), or created thematically by discipline - commercial real estate, international properties, videos. They can also be built or sponsored by companies like brokerages, lenders or title insurance companies.
Here are the benefits of the closed blog network:
- Manageability - blog network can be managed by a small committee of founding bloggers or a corporate sponsor.
- Selectivity - blog network can maintain quality and credibility via selection of participating bloggers.
- Value
- blog network may be cooperatively owned just like a cooperatively
owned brokerage franchise., and grow in value for the team.
A regional blog network that becomes successfully established as a lead generation engine will achieve value as an operating online business. For example, it may be sold to a brokerage or other real estate concern. Significant online traffic also opens up advertising and partnership revenue opportunities or "franchise fees" for new agent participants who want to access such traffic. I facetiously mentioned to friend Roberta Murphy that real estate agents don't have to join Keller Williams to retire when they have stake in a well-trafficked online property.
UPDATE 1/6/08 9:30pst: h/t to Drew Meyers for proposing a Techmeme for real estate - a network of selected blogs that continually monitors the industry. Again, another opportunity for an entrepreneurial blog aggregation artist... ( Techmeme is valued at at least $5 million...)
Pat:
Thanks for the explanation of blogging networks.
Open blogs can be both fun and interesting, but the unfiltered flow of information (much of it useless) can be frustrating.
It would seem the closed blog has the potential to be more authoritative and easier to navigate.
Now about that retirement idea....
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Hey Roberta, thank you for your overview of the WCR blog network. I'm hoping this post sparks conversation nationwide.
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Great article and explanation, Pat. Gets me thinking about the possibilities for our Southern California CRS website. I started a blog for the Chapter a while ago which will be linked, but it seems a blog network may prove to be a better way to provide a benefit to our members, and consumers.
Looking forward to seeing how WCR blog network unfolds.
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Thanks for mentioning GeekEstate.com. I know it must be tough running a blog network, but they do a great job.
I'm starting to find that too many people are trying to start their own networks. I don't think they realize how much work it is. Most bloggers don't get paid to write, so you're asking for volunteers to contribute consistently to a community that isn't really "theirs".
I enjoy blogging at GeekEstate and have some upcoming posts ready. I also got a gig with Realtor Magazine Online. I'm not sure how successful their blog will be, but they have most of the initial posts squared away. I believe they're posting 2x per week.
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Thanks for the plug of BiggerPockets, Pat. We're working hard to create the best social networking community out there for both consumers and professionals.
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I know of several regional agent controlled blog networks like Homescopes that are in development.
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This is great... real estate professionals taking charge of their own marketing by Web 2.0 is the next wave of how the business will develop. Brokers (like the new Better Homes and Gardens) should hopefully see this trend and provide the Web 2.0 marketing infrastructure to make their agents more competitive.
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Don't forget www.realestatewebmasters.com has a great blog platform for it's members. There are many great social networkers within the real estate community there. Here is my REW Blog - http://www.realestatewebmasters.com/blogs/thataway61 . I would greatly appreciate any comments that would steer me in the right direction for better implementing web 2.0.
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I think blog networks have an important role to play in bringing structure to the millions of blogs published, and as more people start reading blogs they will be less web-savvy and have less time to browse so will want these tools to guide them to the best content. The role of networks will grow, along with directories and blog communities
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