Three stories from one interview: Kevin Kiene of ezLandlord Forms

It started with a call about ezLandlord Forms, an e-commerce site with meaningful traffic that was based in Philadelphia.

I interviewed Kevin Kiene, the CEO and founder of the online provider of property-management legal documents with 300,000 members nationally, for a story for Technically Philly. During our conversation, I found out he was a Fox Chase native who now lives in Frankford, the same neighborhood I now call home, so I wrote a story about him for NEast Philly, too.

That got picked up by the father and son team at Frankford Gazette, who do a great job of chronicling the bad and more importantly the good of their native ‘hood. Suddenly, a few hundred new eyeballs know about Kiene and his product.

After the jump links to both stories I wrote, a couple quotations that didn’t make it into either and the video that prompted it all.

It isn’t the mass appeal of a story in the Inquirer or another major newspaper or magazine, but, rather it’s a smaller, more loyal brood who are invested him because of his ties to the region. That’s something to think about for the future, young marketers. I don’t believe you can undervalue smaller niche coverage.

It was only after I questioned Kiene about his Philly roots that we found we both lived in the same neighborhood — Frankford — and he raved about his ties to the city.

  • “There are endless ideas and reasons why I’m here but, really, everything in Philly is the food. I have not had a better food selection anywhere.”
  • “There’s a lot of great people in Philly.”

All this came because a friend forwarded me a link to a Phillyblog thread that mentioned a video produced by a landlord form company. The video was a little silly, but I was intrigued by the swing at viral marketing by a relatively small e-commerce company.