Transparent Pat has written his Happy New Year post about Active Rain.
Active Rain is a multi user platform, nothing more, nothing less. Its success is its multiple users. Thousands I would guess. Its failure is because of its success.
Let me explain. The system rewards the conversation. The conversation is the back and forth that can happen from a blog responding to another blog thru commentary, trackback, or a blog post. Or all of the above.
AR rewards you for anything you post. The more you post the more exposure you get. So each post usually gets a ton of comments. Many are obvious attempts at what we in the off AR world would call "comment spamming". It makes for a very retarded conversation.It also makes for a very incestious community of self focused blogging as opposed to consumer focussed blogging.
This is not the only example of a multi-user blog, but AR was the first to come onto the scene (I say scene and not market because a market implies trade of usually dollars) market with its unique ranking system. And true to the predictions of the book "Positioning", being first to market usually wins.
Win what? is my concern. Move.com killed its buyout of AR. Did they figure out that free means no revenues? But I thought free is the new empowerment model that Web 2.0 is all about. I question that one all the time. Its hard to demand restitution from something you never paid for. Pat offers his advice that AR should offer unique blogs as a revenue model.
I agree, and it is wise to have your brand on your own URL as blogs at sites like AR can be used as brand extensions.
The Consumer Asks Why Do You Matter?
When I consult I teach that the web is becoming more and more about proof of your relevance in the marketplace.
Active Rain has created a nice model to incentive agents to create content. These agents are only too happy to comply and create in many cases (not all), junk content. As the icon of agents online, I can only wonder what the consumer sees in the many posts like the screen capture illustrates.
Notice when you pop up the graphic to your right, that the first post is far removed from anything real estate, and is more relevant to an IVillage discussion group. The bulk of comments on this graphic are for this first post. The only post that could be at all interesting to a consumer (other than a consumer looking to confirm the cultural view of a Realtor) is the last one. I snapped this graphic from the front page at Active Rain.
This is what the industry as represented here at AR is saying is their relevance to the single largest asset that the consumer/visitor owns. Can you understand why there is a demand for a Redfin in the marketplace?
I totally agree about AR. While I use it regularly, I have found it to be populated with other agents, not consumers. I have never and doubt I ever will sell a home to an agent. However it does prove relevency and could be a source of google juice if used correctly.
Posted by: jonathanmartin | January 1, 2008 at 12:44 PM
I am an A/R user... and have a pretty good collection of points.
I agree with you on some of the things you mentioned. There is a tendency by some to pad their points with junk-mail posts. However, I would also mention that most of those that aren't willing to put up real posts are also not willing to keep up the posting long enough to make a difference.
Another thing to keep in mind is that A/R isn't designed as a consumer site. It is for those in the industry. Localism IS a consumer site. There are still some junk posts, but those tend to not make it to the better positions for the city, county or state the consumer may be looking for.
One could make the same argument about consumer relevance on a blog like Bloodhound... or here. These aren't targeted towards consumers, but rather are discussions for those inside the industry.
The bottom line is that using A/R as a platform for consumers, without posting consumer relevant posts on Localism is pointless.
On to Redfin... their demand is based upon ignorance. If consumers fully understood exactly what Redfin was saying to them, their backers would be out the millions in funding they have put up.
Through all of the bluster about commissions, they couldn't function without full commissions being offered... or their rebates would go away. They couldn't function without dedicated listing agents... or they would have to actually show properties... and then they wouldn't be able to afford to rebate most of the selling side commission. Their "discoveries" about marketing were covered in basic classes most agents took when they signed on to a brokerage (at least any Realogy franchise, and I would bet that GMAC and RE/MAX teach the same things, among others).
Posted by: Lane Bailey | January 3, 2008 at 12:30 PM
I still like AR, but my activity there has declined recently because of the things that you talk about in your post. I like the individuality that my non-AR blog gives me, and I think it's much more attractive to a consumer. I don't always post about real estate, but I do try to focus on what the consumer might be interested in, and that's why AR doesn't keep my attention as much anymore. I've kind of gotten over the points thing.
Posted by: Nathan Blair | January 8, 2008 at 06:16 PM
Some posts on AR, and a good number of them, are done by marketers and SEO companies on the behalf of their real estate clients. This alone can bring down the quality of discussions to a mere social interaction empowered by lack of knowledge regarding real estate.
Posted by: LK | January 9, 2008 at 06:00 AM
I've come to the conclusion that having a conversation through the form of a blog is a lot less effective than having one on the phone or face to face. That being said, it is nice to meet other bloggers. I just find them to be less fascinating or interesting in person than they are online.
Posted by: P in Co | January 9, 2008 at 02:37 PM
Maybe it's worth a post to discuss what are the best sites for Realtors to frequent. Do agents get more results from a community type site or from their own?
Posted by: Snap Up Real Estate | January 13, 2008 at 12:10 AM
I'm new to A/R, but like the idea of having a real estate industry site. Other networking sites have so much noise, a real estate industry site makes a lot of sense. And no, I don't think I'll find a buyer there, but maybe a referral or a good idea
I too would love to get a list of other sites that Realtors should frequent.
Posted by: Maria Kernahan | January 29, 2008 at 10:31 AM
I use AR but I'm starting to feel that if you don't gush about how GREAT it is or how much it has CHANGED YOUR LIFE then you aren't going to get comments.
The problems I see is that the network isn't focused on consumers but on patting each other on the back (yes Localism is there) and that blogging styles are cookie cutter. Three paragraphs with photos interspersed... Who started that anyway? It is now the de rigueur way to post and very redundant.
It's great for Google ranking though.
Posted by: LB | April 10, 2008 at 05:59 PM
I love AR for the commaraderie and the support of other agents. I have learned so much by reading posts and viewing other agent examples. I have referred it to my blog: www.qachousingmarket.com
many times.
Posted by: Camille O'Donnell | April 11, 2008 at 03:23 PM
I just returned from a Interior Redesign Specialist Conference. Last month I attended a Staging Expo in Wilsonville Oregon. That was the first I'd heard of Active Rain. It sounds like a great way to connect and share information.
Daryn,
Owner Devine Redesign
Home Stager
Posted by: Daryn Secrist | October 12, 2008 at 02:50 PM