Real Estate Staging / Home Staging Blog


Getting MORE RETURN for your Blogging Dollar

 If you have blogged, for ANY amount of time, you know it is an investment IN time. However, one of the "PERKS" I have found in blogging is it gives me a means to capture and articulate, in a concise manner, just what I do want to communicate to my clients. So now instead of saying someday I SHOULD write something about XYZ topic... I find I HAVE written about that topic.

Which is all fine and good.

But... did you ever notice that ONCE you posted your blog it quickly becomes "yesterday's news?"  And all that investment seems a little lost. I have... and that bothered me, and it got me to thinking.

Being the "marketing freak" that I am I wondered, "HOW could I keep this information alive? HOW could I recycle my message and get MORE from it?" HOW could I get MORE return on my blogging Dollar?

Then it hit me.

Last Saturday, I was going to be giving a talk on home staging and wanted to provide the audience with MORE than just a typical brochure on Real Estaging and our services. So I scoured through my old posts here on Active Rain and picked a few blogs I knew would pertain to the topic and CONNECT with that particular audience and RECREATED them as handouts.

Shown to the left are front-side and back-side images of the 3 separate handouts I quickly (heck... all the hard writing was already done) created last Friday afternoon in about 2 hours.  Now in order to create these marketing pieces I did have to CONSIDER the audience (consumers) and slightly adapt/rewrite the original blog content so that it made sense and applied more directly to the consumer audience from THEIR perspective.

Also... creating a consistent professional LOOK, that was shared among all pieces, helps give the pieces and the messages they tell MORE credibility. (PS: I use Microsoft  Word to create all my brochures/handouts/flyers... YES WORD!)


If you look closely at the bottom of each of these pieces you will notice a little yellow star and some teeny tiny text to the right of it. Note that that star is EXACTLY the same little yellow star given to FEATURED posts here on Active Rain. The text to the right reads:

 "The above information, authored by Craig Schiller of Real Estaging, appeared as a FEATURED POST  Month Date, Year on ActiveRain is an on-line informational resource serving the real estate industry."

EVEN if the post was NOT featured a tag line could and should be added such as:

"The above information, authored by Craig Schiller of Real Estaging, appeared as an INFORMATIONAL POST  Month Date, Year on ActiveRain is an on-line informational resource serving the real estate industry."

Citing your own work (WITH A STAR or WITOUT A STAR) will add credibility to you and its content. BUT the secret to having this be noticed on the page is to make it TEENY TINY, almost like an afterthought, an "Oh by the way... no big deal" thing. But your clients will notice it. The approach I take to citing my work is much the like the approach I take when I staging a property... do it in an UNDERSTATED manner. Siting your work in a tasteful understated way will actually give you MORE credibility.

So good luck as you Blog For Dollars...



PS: The 3 original posts I used to create each of these marketing pieces can be found here:

Comment balloon 54 commentsCraig Schiller • April 04 2007 06:59AM


Craig - this is an AWESOME idea!!  A great way to make your posts live on and have shelf life outside of your it!  And this gives me some ideas for buyer and seller presentations - thanks!!


Posted by Ann Cummings, Portsmouth NH Real Estate Preferrable Agent (RE/MAX Shoreline - NH and Maine) over 13 years ago

Craig: this is an excellent idea. What a great way to re-use the labor. I like it. I'm stealing it! (oh yeah, you're giving it away, I don't have to steal it)

You really need to move to the West Coast!

Posted by Mark Flanders (Consulting) over 13 years ago
Craig,  Like you said, the hard part is over after you have written it.  Good idea and it has sparked some other ideas.  Thanks for bringing it up.
Posted by Tim Maitski, Truth, Excellence and a Good Deal (Atlanta Communities Real Estate Brokerage) over 13 years ago

Another great Craig Schiller idea.  You're staging our businesses now.  You're unstoppable!

Posted by Chris Griffith, Bonita Springs Listing Agent (Downing-Frye Realty, Bonita Springs, FL) over 13 years ago

You are awesome! This is a fantastic idea for presentations, and mailers! Light bulbs just went off!

Thanks !

Posted by Michele Connors, Your Eastern North Carolina Realtor (The Overton Group, LLC Pitt & Carteret County) over 13 years ago
Ooooooh ... I LIKE this Craig!  I am all for recycling and wringing all I can out of what I already have.  This is such a simple idea -- why wasn't I already doing it???  Thanks for the smack upside the head on this one!
Posted by Sarah Cooper (Real Estate Shows) over 13 years ago
I do the same thing.  Yesterday I had a listing appointment and brought some blog posts with me.  I also pick a couple of posts and use them for a monthly news letter which i bring with on appointments.  My blog is also published as an electronic newsletter twice a month and when people who are relocating write with questions I often dend an answer and a link to a post so I don't have to wirte the same thing twice.  I use some of my content for other blogs and then link to my own.  I like to get as much as I can out of it because it takes time to write, or my case spew so mcuh BS.  As for using featured posts, in the last few weeks someone decided no more featured posts for T, but it looks like they will start featuring some again so who knows.
Posted by Teresa Boardman (Boardman Realty) over 13 years ago
Brilliant idea.  I have to start doing something like this.  I'll send you the royalties Craig...
Posted by Maureen McCabe, Columbus Ohio Real Estate (HER Realtors) over 13 years ago
Great idea, but watch out for those typos ("PROPERY PRICING ADVICE").
Posted by David Moon over 13 years ago
This was a great idea!  Now let me go write more insightful blogs!
Posted by Marci Toliver, Anderson SC, Spartanburg,Greenville SC, Home Staging (438-4642) over 13 years ago


IT will be FIXED in a FLASH! WATCH!


Posted by Craig Schiller over 13 years ago
This is also a reminder of the power of proper citation. It adds credibility even if it is your own article you are citing because it allows anyone to quickly go the original source. I know I carp about this a a lot here but I am on a mission to raise awareness of the necessity of proper citation when quoting others, giving statistics, or any other persons work. It will add to the overall professionalism of our group.
Posted by James Frazier (James Frazier Personal Development Coach) over 13 years ago

Great suggestions, Craig. I have created many handouts from my posts and use them for open houses, new buyer packets, pre-listing kits, to email to web visitors, as well as put them on my website for folks to download. But now I need to add the star thingy and the info about being featured. What a terrific idea. I already include a footer on all my handouts with my contact info, which includes my blogs and website - this would be just one more great piece of info for readers.

As you said, I find that writing really helps to articulate, and clarify in some cases, the information I generally am using with clients, or should be. And the additional research you do for some posts provides even more fodder for handouts for consumers.


Posted by Jeff Dowler, CRS, The Southern California Relocation Dude (eXp Realty of California, Inc.) over 13 years ago
Craig - Great ideas - I'll figure out a way to integrate it with electronic distribution - I do my very best to avoid print these days.
Posted by Tony and Suzanne Marriott, Associate Brokers, Haven Express @ Keller Williams Arizona Realty (Serving the Greater Phoenix and Scottsdale Metropolitan Area) over 13 years ago
LOVE this idea Craig!  You really are a marketing freak! :)   Simple and very effective! 
Posted by Teresa Meyer, Home Staging Cincinnati-OH. (Cincinnati Home Stager) over 13 years ago

Thanks for the wonderful information. Perfect! Simple yet SOOOOO effective. You Rock!

Posted by Yvonne Root, Home Stager - Northern Arizona (rooms b.y. root) over 13 years ago
Good use of a star.  Reminded me of elementary school and how proud I was in 1st grade to get one.  I think I will star some of my favorite posts from other people's blogs.
Posted by ARDELL DellaLoggia (Better Properties Seattle ) over 13 years ago

I really like Teresa's ideas of using a couple of posts in e-newsletters, too, and sending out our blog as a newsletter. 

Being a member of AR you can't help but get so many great ideas for our business - this is such a great place for sharing ideas!

Thanks Craig and Teresa!

Posted by Ann Cummings, Portsmouth NH Real Estate Preferrable Agent (RE/MAX Shoreline - NH and Maine) over 13 years ago
Craig - I have a library program coming up in a few weeks.  I was planning on doing handouts but using my blog as a vehicle is genius.  Love the gold star thing!
Posted by Maureen Maureen over 13 years ago
While I haven't done it the way you have, my blog posts help supply content for our monthly snail mail newsletter.  Our clients love it, as I send them to the blog to finish reading the article.
Posted by Christina Ethridge (The North Idaho Dream Team powered by SKE Realty Group) over 13 years ago
Craig, yet another GREAT idea! Thanks so much for sharing.
Posted by Ryan Hukill - Edmond, Realtor, Team Lead (ShowMeOKC Real Estate Pros of KW Elite) over 13 years ago
Thanks for the marketing and recycling tip.  I know it will come in handy for me down the road.
Posted by Richard Parr, Home Security Specialist - Greater New Orleans, Louisiana (ADT Security Services) over 13 years ago

What a great marketing concept.  Love it!   Especially if you have any brochure worthy posts, unlike myself. Can I just use some of yours?  Just zip them over to me in a .pdf, but don't forget to put my logo on the front first will ya! ;) 

Posted by Jessica Hughes (Ambiance Staging) over 13 years ago
Bravo! Bravo! We'll all be marketing experts in no time. Thanks!
Posted by Kelly Sibilsky (Licensed Through Referral Connection, LTD.) over 13 years ago
Thanks for the tip.  In fact, I'm speaking in front of 150 investment buyers on Tuesday and I was trying to figure out the best way to incorporate my blog.  You just answered my question!
Posted by Chris Lengquist, Kansas City Real Estate Investing (Ad Astra Realty) over 13 years ago

I knew subscribing to this blog was a good idea!  Excellent, Craig!

I would take this one step further and save them as PDF files as well - for emailing to clients (not everyone can open word, and if they don't have the same fonts installed in their system, etc.)


Posted by Karen Rice, Northeast PA & Lake Wallenpaupack Home Sales (Davis R. Chant, REALTORS) over 13 years ago


You - heck, all of you here at AR - are GODS man! Joined up less than a month ago and have learned more in that short time than I ever expected. No question why posts like this become "featured".

Thank you, thank you, thank you!

Posted by Scott over 13 years ago
Great idea Craig!  I'll be going through mine this weekend.
Posted by Donna Harris, Realtor,Mediator,Ombudsman,Property Tax Arbitrator (Donna Homes, powered by JPAR - over 13 years ago
Thanks for sharing your idea.  I think it is great and it gives one a real sense of accomplishment to be able to use the blogs as supplemental marketing materials.  Now, I need to find some time to write the blogs -- things are getting rather busy and there still are only 24 hours in a day!
Posted by Joan Whitebook, Consumer Focused Real Estate Services (BHG The Masiello Group) over 13 years ago
Great idea! I learn so much here.
Posted by Wayne B. Pruner, Tigard Oregon Homes for Sale, Realtor, GRI (Oregon First) over 13 years ago
Thanks for sharing this terrific idea.  I especially like the suggestion of citing your own work to add credibility.
Posted by Sandi Gerrard over 13 years ago
Great ideas, Craig, and thanks. The more times you can use one idea or marketing piece the more valuable it becomes.  Also, the reference to where it was published on Active Rain gives you more credibility.
Posted by Sharon Simms, St. Petersburg FL - CRS CIPS CLHMS RSPS (Coastal Properties Group International - Christie's International) over 13 years ago
Incredible - you did it again.  Thanks for sharing your great ideas!!
Posted by Alyse Bromberg (Dressed for Success) over 13 years ago
Craig, this is the type of stuff that AR is great for. Thank-you
Posted by Wayne McMullan, Quinte Real Estate (Royal LePage ProAlliance Realty) over 13 years ago


I enjoy reading everything you write about, just for this reason, you are so creative and so generous to share all of your experience and thoughts... I have gotten so many great ideas from your posts!

Thank You!



Posted by Shannon Elizabeth McInerney (DesigningReality) over 13 years ago
Very Nice Suggestion...... Never thought about added an ActiveRain footnote..... That is Impressive!
Posted by No Longer Active (Real Estate) over 13 years ago


 This is a great marketing idea, specially for "newbies" like myself.

Posted by Carmen Offutt (La Rosa Realty) over 13 years ago
Thanks Craig! Great idea!!
Posted by Teri B. Clark ( over 13 years ago


Such an incredibly simple yet brilliant idea to market ourselves and the blogs we put so much time and effort into. Thank you, thank you, thank you. 5 Stars from me, Great post ! !

Posted by Kelli Fronabarger, Realtor - Bend Oregon (Bend River Realty Inc.) over 13 years ago

What a great idea...yet another reason I should go OUT of my comfort zone and actually begin a blog!!

Posted by Deanne Knutter (Turning Leaf Equities, LLC) over 13 years ago
What a wonderful idea. That was genius. I love this site and all the people here. It stimulates my creative mind.
Posted by Christy Powers, Pooler, Savannah Real Estate Agent (Keller Williams Coastal Area Partners) over 13 years ago
This is fabulous and something that all of us can do right now.  In fact, I am going to do it RIGHT NOW and give myself a little gold star too.  Hey 10 Gold Stars for you Craig!
Posted by Lori Kim Polk, Home Stager - Roseville, Sacramento ( Premiere Home Staging : Home Staging Services) over 13 years ago
Fabulous, fabulous idea!  This is an idea I will DEFINITELY use!

And I'm impressed with your graphics too. I need to learn how to do that!! 
Posted by Mary Pope-Handy, CRS, CIPS, ABR, SRES, Silicon Valley (Sereno Group Real Estate) over 13 years ago


 Great Idea.... I can't wait to start implementing it on my website and personal promotion brochures.   Thanks for the information

Posted by Desiree Daniels (RE/MAX Tri County) over 13 years ago

Thanks Craig - why do the same work twice?

I like the citation idea on the bottom, hadn't thought of that. 

Posted by Kathleen Lordbock, Keller Williams Realty Professionals (Keller Williams Realty Professionals) over 13 years ago

Craig -- Since joining AR, I have always tried to write some blogs that could be used for marketing purposes but, after reading your blog, I had a V-8 moment complete with the slap on the side of the head.  Why didn't I think of that?  My clients deserve to see stars! 

Thanks again for sharing your marketing genius with us in the true spirit of Staging It Forward!

Posted by Judy Kincaid over 13 years ago
Terrific ideas (that apparently many of us never thought of!).  It automatically makes you an "expert."  Thank you so much for the information (now we can star ourselves :)!
Posted by Laura Cerrano, Certified Feng Shui Expert, Speaker & Researcher (Feng Shui Manhattan Long Island) over 13 years ago
Thxs for seeing in between the lines and opening our eyes with a gold star.

Posted by Aziz Abdur-Raoof, Howard Co. Real Estate Scoop (RE/MAX Rewards) over 13 years ago

I like your creativity.  This reminds me of what my mentor taught me.  Share your ideas and new ideas will come back to you tenfold.  Keeping all ideas and concepts to yourself stops the development of bigger and better things.  Again, great idea!

Posted by Matthew Sheehan (Boulevard Bank) over 13 years ago
THanks for the advice.  It is greatly appreciated.  It IS hard to make certain blogs stand out!  This will help even just a little bit more if not alot.
Posted by Nicolette Ceballos, Fountain Valley Now Serving all of California (Bilingual Escrow Officer ) over 13 years ago
Thank you for the tip!  I really like the idea. 
Posted by Jodi Kevern (Arizona Focus Realty) over 13 years ago
Great idea Craig! Thanks.

Every little thing that can make you stand out counts!  

Posted by Sonja Babic, New Bern NC, PRIME Realty NC, LLC (Sonja Babic/PRIME Realty NC, LLC) over 13 years ago

Hi Craig,

Yet another great idea!  I've been working out of town for the last couple of weeks and have missed getting all of the valuable information that is so unselfishly shared on AR by you as well as others. How does it feel to have all "we groupies" . . . ?!!


Posted by jeannene edwards over 13 years ago
I enjoyed reading your blog.  I sure I will find it very useful in future.  Thank you for going the extra mile with ideas.
Posted by - - over 13 years ago