When the Headline Does Not Match the Content

LA Times real estate writer Lauren Beale knows her stuff. She writes the always-fun-to-peruse “Hot Property” weekly round-up of celebrity home sales and purchases, and otherwise patrols the two-comma residential beat like a pro.

Which is why she really needs to berate the headline writer for her latest article. Drawn in by the lure of “More Real Estate Agents Turning to Social Media,” we couldn’t wait to learn how Twitter, Tumblr, Facebook, and the like are revolutionizing the way realtors make those big, fat LA westside commission checks. But guess what? The article never reveals any of that.

The gist of the piece is a chronological profile Prudential Malibu Realty agent Michael Gardner (pictured). We learn that he started a blog in 2007, gradually mastered the art of Google AdWords, and harvested some clients through his efforts. Finally, at the very end of page two, we get this: “…He is also on Facebook, Twitter…”

That’s the extent of the social media analysis. We’re not sure what article the headline writer read, but really, it should have been headlined more along the lines of “Malibu Realtor Finds His Mojo Online.”