The newsletter is dead. The blog killed it. Advertising is awaiting a donor, the blog is it. We began with a simple need: to keep members abreast of club news as well as provide prospective clients with an enticing glimpse of member life. Formo saw the connection. Create an authentic communication platform that would provide real time content to prospects about being a member. Not staged video shoots but real people doing real things. At first we referred to them as eMagazines because of hesitation about the use of the word blog. That has long since been abandoned as the blog has not only achieved the goals of member communications but has completely shattered the paradigm of how marketing generates sales leads in a luxury real estate development. Leads are generated from content not ads.

Blogs are only one component of the digital cobweb Formo creates for clients. Replacing the traditional newsletter, Blogs are dynamic content machines. They are used by salespeople to send direct links to prospects and even more significantly they are used by prospects and members sharing the content within their own networks - viral marketing or in the old school, "word of mouth". Central to Formo’s approach toward offering authentic content, not conventional marketing material, blogs provide short, genuine stories about what is actually happening. You believe it, you like it and you share it. With this understanding it is simple to see why the blog has become the single most powerful lead generation tool for our developer clients.