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Taking your Online efforts Offline – Part II

Here’s part 2 of taking your online efforts offline – I’m still getting a lot of feedback from my presentation at Inman Real Estate Connect in New York – it’s great to see that I have sparked creativity and people are seeing ROI in a whole different light.

I can’t stress enough the need to be GENUINE and not sales pitchy….remember that with everything I tell you.

I already mentioned an official launch and complementing your on-line and off-line marketing efforts.  Also mentioned the opportunity to reward your sphere of influence with your online influence, but now it’s about taking action and being creative.

Where can series posts lead?

Paul Chaney is going to get tired of me giving him credit, but I give credit where credit is due.  (BTW, he is writing a book on Social Media…..shameless plug for him).  Paul, as my mentor, suggested that creating a posting schedule for your blog is often a good idea to keep juices flowing and content fresh – he mentioned that many had series posts like fun Fridays or photo Mondays…..that’s when MIAMISM FRIDAYS was born! (have I said thank you Paul?)

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Here’s what’s interesting – we started posting videos and photos of Miami to promote our community.  But later realized that not only could our readers contribute to the brand but they would be part of it.  People like recognition and will share posts with friends and loved ones and WILL remember you.  We created a Flickr group and constantly invite people to collaborate – the posts always give them credit and link love – so once again we are using our online influence to promote their business while they build our brand.

What’s important about this concept is that you need to be open to new ideas and be willing to open doors.  Test different things, be creative and keep in mind that you do not have to be a great writer, a great marketer or even a techie (I’m neither of the 3).

Branch out your blog

With the idea of promoting our city and the help of a techie friend, I decided to create a photo-blog – taking impromptu photos from my phone directly to the photo blog.  I usually go back later and include addresses and contact information.  It’s a city resource of places to visit – nothing fancy.  Interesting opportunities have come out of this blog:  A Swedish TV channel featuring Miamism in their show, photos used for Airline Magazines with credit to us and local organizations contacting us for help.

Taking a crazy idea into the Twilight Zone

Here’s where it gets wild – hold on to your seats – it shows how a trivial idea can turn into a great one.  December of 2007 I was doing some keyword research and found that “mojitos” was the number 1 searched keyword in Google at the time.  I decided to try out an experiment, told Rick to get his mojito ingredients and we would shoot a quick “how-to” video for our blog (no fancy equipment and no editing skills whatsoever).  That single post has over 32,000 views and has led to “mojitos” becoming our staple.

It doesn’t hurt that we love mojitos and it creates great conversation – but most importantly, that great conversation has lead to F2F meetings where the ice has already been broken.   The fear of negative connotations related to an alcoholic beverage being unprofessional was superseded by the powerful social implications it has brought to our business.

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We get emails on a regular basis from readers of our blog saying “we feel like we know you and can’t wait to have a mojito with you” – or Twitter comments “I had a mojito last night and thought of you”.   If people are thinking of us when they think of mojitos, it is very likely they will think of us when someone mentions Miami Beach Real Estate.

From there we have created a Flickr Mojito Group, a Facebook Mojito Group and Mojito411 with reviews of mojitos from people all over the country.

I mentioned at Inman that I really don’t know where this idea will take us and don’t even know if I’ll drop it in a couple of months.   What’s important is that we are seeing positive results and making connections because of mojitos and that’s ultimately what is important.

Understand that you are capable of grabbing a simple concept and turning it into a conversation piece – conversation leads to engagement and that leads to making an impact.  Don’t discard small notions….roll with them and make them powerful.  It’s up to you to build a brand that works for you and showcases what you represent.

…..stay tuned for F2F efforts

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Written By

Ines is all Miami, all the time. A Miami Beach Realtor® with Majestic properties, Ines authors,, and and is always on communication's leading edge. She goes out of her way to engage and be engaged, often using Mojitos to keep the mood light and give everything she does a Miami flavor. You can find her goofing off or instigating trouble at Twitter, Flickr, Facebook or LinkedIn.



  1. Monika

    January 19, 2009 at 1:59 pm

    I just had my 1st Mojito the other night. In fact Jay tweeted that I was having a Ines Mojito as we sat in the restaurant. It was pretty good but being my first I have nothing to compare it to! Point is… I thought of you as I ordered it and as I drank it all the way up here in NH.

  2. Ines Hegedus-Garcia

    January 19, 2009 at 3:27 pm

    Awww! that’s awesome Moni – thank you and I hope you enjoyed it (although it IS a bit cold in NH right now to be drinking mojitos,no?)

  3. Bob Carney

    January 20, 2009 at 6:59 am

    Techie Friend?!?! I thought I was soo much more than that.

    WOW. Toprank for Mojitos? Maybe Miamism can create it’s own label. Just remember that you heard it hear first.

    Outstanding job at making F2F out of your online presence. That is what it is all about.

  4. Ines Hegedus-Garcia

    January 20, 2009 at 9:44 am

    Bob….of course you are so much more than that! come on! (it’s understood) 😀

  5. teresa boardman

    January 20, 2009 at 11:41 am

    I love the way the ideas go around the re-net and get improved upon as each blogger adapts them.

  6. Ines Hegedus-Garcia

    January 20, 2009 at 11:55 am

    T – I totally agree and we can learn from each other without a doubt and implement our own ideas that work for our own personality and market place – you are an inspiration for many (but let me not toot your horn too much 😉

  7. Bob Carney

    January 20, 2009 at 12:13 pm

    I have been saying it forever…it truly comes down to Tool Man Jeff Turners acronym. YEO… You Engaging Others. Who cares how you get there…as long as you get there.

    (and T is kinda an inspiration…no doubt!)

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