Be the expert. Share your passion.

Principal Consultant , David Allison Inc.
  • Jul. 26, 2010

Today, with everyone everywhere talking all at once, a slow and steady progression towards achieving expert status in your chosen niche is a smart strategy. It doesn’t matter if you are selling real estate or running shoes.

BuzzBuzzHome is one of the organizations who got the memo. They are an online service that is passionate about helping real estate shoppers find homes that are newly built. They blog about it, they tweet about it, they post listings for new developments on their website, they have a new search engine that makes it easier to find the things you are looking for.

And before anyone asks, no, I do not have a vested interest of any kind in this group. I just think they stand as a great example, with lessons for all of us.

Two great lessons for all businesses are immediately apparent; but there are more to find on your own.

Lesson number one: You could always go to the MLS service for your area and find some new home inventory listed there. But the easy availability of complete and robust information on new home projects has always been a gap in the information market for new homebuyers. BuzzBuzzHome fills that gap.

What’s the gap in your market? What’s the void in terms of information that you can fill?

Lesson number two: Keep innovating, and keep being fresh. BuzzBuzzHome is constantly updating the site, sending out newsletters, and using social media like puppet-masters pulling the strings that make the whole system perform.

When’s the last time you updated your blog? When’s the last time you said something about your niche that wasn’t directly about selling your stuff?

Even if you aren’t working in the new home real estate marketing game, BuzzBuzzHome is an online business that you can learn from. My suggestion? Follow them. On Twitter and Facebook and via RSS feed and everywhere else you can find. (They make it easy to be a fan!) And watch. Lurk in the corner and see how they do it.

Then take those lessons and use them for your next project: be it real estate or running shoes or ragout sauce or rat traps.

That’s one of the best things about the marketing revolution we are all living through right now. The people who are doing it best are the ones you can learn from easiest. Be a digital anthropologist, get out there, spy on the leaders, and apply what you learn to your own organization. It’s like a free online course in marketing. You’d be silly not to enroll.



David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

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David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more




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