This week Redfin shuttered its hyperlocal Sweet Digs blogs in San Francisco, Boston, San Diego and Orange County.
Sweet Digs Seattle is still alive but it looks like it has turned into a more traditional brokerage blog; now just advertising Redfin’s new listings and open houses.
Sweet Digs was initially founded to replicate the formula pioneered by successful local blogs like Brownstoner and Curbed. Hire independent bloggers, blog about real estate in each market, create light yet compelling content, build a community and grow an affinity amongst consumers for the Redfin brand.
Presumably the expense of running the blogs was just too big for them to bear in this market. So they’re now retooling the blogs to focus on simply providing hard data for each of the markets they serve.
As a creative experiment in social media, it’s a shame to see them go.
[h/t 360Digest]
