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RREIN Champions: Turning Content into Clients

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By John Voket

From providing highly relevant market-related information for real estate bloggers, to generating consumer newsletters that help reinforce agents’ and brokers’ top-of-mind status among clients, members are digging into the many creative ways to utilize RISMedia’s Real Estate Information Network (RREIN) products.

Tassia Bezdeka, for example, director of Technology Development and Social Marketing for CENTURY 21 Award in San Diego was recently named a company “Game Changer” for her efforts to feature her company and its people in a wide range of electronic and marketing products, including several RREIN vehicles she uses regularly.

“From a brokerage standpoint, we have recently launched a blogging campaign featuring articles found in the RREIN Resource Center,” Bezdeka explains. “Every Tuesday, we post a blog using the weekly Consumer Bulletin provided by RREIN, which is formatted to attribute a broker as the source of the information. However, we have decided to use this as an agent exposure opportunity. So we are rotating through our 15 offices and asking each branch leader to select an agent to be the voice of the blog.”

Once content is approved by the agent, it is posted on the company’s blog with their individual branding. Century 21 Award also tags the agent’s own web page when it syndicates the post on its company Facebook page.

“From our perspective, it’s a very easy way to make an agent feel valued,” says Bezdeka. “The response so far has been extremely positive. Our team loves that the articles are articulate and well written, and we are encouraging managers to use this as an opportunity for retention and recognition.”

Every Thursday, CENTURY 21 Award also posts an article from the RREIN content library that is not branded to a particular agent.

“Unbranded blogs are created exclusively from the articles section. We like to keep the blog as timely as possible in terms of article selection,” Bezdeka says.

Bob Sparks of the San Diego Gold Team – Sparks, Sing & Associates first learned about the RREIN products during a business meeting and inspected the content library.

“I’ve been a blogger but it takes a long time to build up reserve information,” says Sparks. “I love the access to well-written articles in the RREIN Content Library and the ease of use. And I still control the SEO to some extent because I can put my own keywords in. It’s all about posting a lot of content and hammering away at the same keywords and tags that drive SEO.”

Sparks says anybody who is using a WordPress-themed blog knows the battle is having regular and fresh content. “RREIN enables you to do that when you don’t have the time to author items yourself—it’s really useful,” he adds.

Dwight Morris of RE/MAX Gateway in Virginia stays in touch with past and present clients by posting consumer-related articles from the RREIN Content Library into his own newsletter that he sends electronically.

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