Drake Intel Group, LLC

The Lones Group: a “case” of online reputation

by Ashley Drake Gephart

zebra bloggingThe Lones Group has recently filed a lawsuit against Daniel Rothamel, aka, The Real Estate Zebra. Let’s put the legal side of this story aside for a moment and just focus on their online reputation. Even though I am no longer licensed, I was a REALTOR® since 2004 and still provide consulting to the industry and maintain a real estate blog. I have heard of Daniel, but until today, I have never heard of The Lones Group. Who is right in this case? That’s a discussion I’ll leave to the lawyers. For my purposes, I want to focus on the online reputation side of this lawsuit.

A flurry of tweets, facebook status updates, blog posts, and a brand new blog have all been surfacing since Inman News reported on this case. Not good for The Lones Group, since they are almost 100% in support of Daniel. Given the power of SEO, I wouldn’t be surprised if they ended up losing their #1 spot in Google for their own name–if even for a short time. As of this writing, Jay Thompson’s post is showing up on page one for “The Lones Group.”

Should they have filed? For all the damage they have done to their online reputation, I sure hope they are 100 percent in the right. Otherwise, they have done far more harm to their name than Daniel ever could have with his zebra stripes. Even if they win in a court of law, it appears they have already lost in the court of public opinion. The public, in this case, is the real estate industry–the same group that is their targeted demographic. Seems to me a friendly conversation should have been the first step The Lones Group took.

Update:
If you are a REALTOR®, Frances Flynn Thorsen wrote a good post on the code of ethics regarding all the postings about the “Zebra” lawsuit.

Update 2:
The Lones Group issues a press release.

Update 3:
Daniel retires the stripes.

Update 4:
Denise Lones Responds

  • thesachambers

    kind of crazy how one can forget who they are trying to service uh

    • http://www.drakeintelligencegroup.com AshDHart

      She sure seems to have forgotten that!

  • http://clarkcountyrealestateguide.com/ DaleChumbley

    As of 2:34am PST three of the page one Google results for The Lones Group are anti-Lones in favor of Daniel. I sure hope this is worth it for her…

    • http://www.drakeintelligencegroup.com AshDHart

      Three more on page two. I'm thinking in the few hours some of those might move to page one. Someone hadn't thought this out.

  • https://www.facebook.com/missycaulk Missy Mullen Caulk

    Hey Ash, can you trademark a stripe, or an animal? I doubt it. Daniel is one of the most ethical bloggers I know, I hate this is happening, because even a best case ending a huge distraction for him and his familly.

    • http://www.drakeintelligencegroup.com AshDHart

      Missy, I don't see how. If anyone can trademark the stripe it would be the zebras!

      I was thinking my daughters zebra, pictured here, is about 12 years old. Stripy has been "using" the computer for ages. Maybe The Lones Group wants to file against her. ;)

      Even if you win fighting a damn stupid lawsuit is a HUGE distraction. I hope this clears up quickly for Daniel and his herd of zebras!

  • http://www.TheCoralGablesStory.com janiecoffey

    Considering that their target market is Realtors and Daniel's is home buyer and sellers, and the beehive they have just shaken awake IS their target market, this is an example of an #EPICFail. Talk about not understanding your own target market, the power of relationships and the power of social media, they have become their own worst nightmare and they can't undo the damage they have done in the eyes of their own consumer.

    • http://www.drakeintelligencegroup.com AshDHart

      Janie, this is classic how NOT to protect your brand image. It's is a major fail and one that might take ages to recover. The speed at which this has moved through the online community shows the power of relationships – something they clearly don't understand.

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  • Chris Johnson

    Amazingly on FB about 20 posts come up before their page.

  • http://www.coolsprings.com/real-estate/ Real Estate Franklin

    The Lones Group is in for a rude awakening. The entire internet is coming to Daniels defense. Everyone knows Daniel but no one really has ever heard of the Lones Group, let alone their association with the Zebra stripes.

    • http://www.desertmountainhomesonline.com/Blog/ Carmen Brodeur

      It is definitely a landslide victory in the court of public opinion in favor of Daniel. The villagers are out with their pitch forks for Daniel. The problem for the Lones Group is the villagers are also their potential customers.

  • http://knoxing.com knox

    Zebra Marketing company http://www.zebrapromos.com has been in service for 11 years. SOMEONE in the SAME INDUSTRY is using THEIR common trademark WITHOUT permission. I for one got completely confused!

  • http://www.facebook.com/lisa.oden Lisa Conrad Oden

    I just had to take a moment to learn about the Lones Group (as I'd not heard of them before this) and their products to make sure I don't accidentally do business with them. Bad form, bad form indeed.

  • http://www.accessavhomes.com Susan Horton

    That law suit really backfired, didn’t it?  Not only has Daniel branded himself well locally, but now anyone who reads real estate news is aware of him too, while The Lones Group gets a reputation for having petty grievances.

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