Let’s dive into the blog platform a little further.
A blog keeps prospects engaged with fresh content. It offers you a way to respond, in a forthright way, to questions you hadn’t anticipated, or objections you might not have seen coming. Most importantly, it allows you to provide the kind of detailed real-time information that helps buyers feel more secure in their purchase decision. Here’s how:
1. Pick a Voice
Decide on the most effective voice for your blog—as dictated by your vision, brand personality, audience and story content—and stick with it. Consistency creates credibility, which makes readers more disposed to believe what you’re saying.
2. Don’t sell too hard or too much
Remember, your blog is there to connect people to your real estate development. You want it to help prospects understand what it will be like to live in your development. And prospects should want to return to it for its compelling content. This won’t happen if they get inundated with a hard sell every time they click open the page.
3. Keep everyone updated
This is your opportunity to keep your readers up to date. Blogs are a fast, easy way to provide construction updates (with a link to Flickr for photos), changes to product, pricing or shifts in the sales schedule. Someone who has agreed to give you half a million dollars for a home that has not even started digging ground is certainly interested in this kind of content.
4. Put your project into a bigger context
If you want people to return your blog out of interest, create a backdrop to your real estate project. Speak to the philosophy behind the project, and how it was inspired. Write about demographic shifts, financial conditions, environmental features and other quantitative factors. Relating your project to the bigger picture gives your buyers more to believe in.
5. Introduce people to the neighbourhood
In real estate, neighbourhood matters—obviously. So talk about points of interest in the neighbourhood to help people picture themselves here. What kinds of trees are planted on the boulevard? Who is the local park named after? Talk about local businesses and connect to their websites. Help people feel that they are already a part of this community.
Stay tuned! These five tips provide a great foundation for starting your blog. But there are ways to get prospects even more involved. Next week, I’ll talk about the tools and techniques that will get people more engaged with your blog.