Mike Price – IDX Trainer
A blog just may be the most important content on your website today.
As you navigate the days and weeks ahead, you have an opportunity to help buyers and sellers in many ways. It’s a chance to establish relationships by educating how to navigate the changes in the entire transaction cycle.
You can do it.
If you’ve resisted blogging in the past, now’s a great time to rethink. Blogging is one of the best ways to demonstrate what your brand represents. You don’t have to be Hemingway and, once you get started, you’ll find that ideas for great posts become easier with each new post. Blog content is also one of the best ways for you to establish yourself as the go-to resource in the neighborhoods that you focus on.
If you’re already blogging, it’s important to think of shifting your marketing messages to content that is a truly useful service to your community, clients, and prospects. Right now it’s more important that you be your community’s top champion, not a top producer. (The latter will follow, naturally, if you nail the former. There is a reward at the end of the rainbow for those who proceed with a long-range focus.)
Here are some thoughts to help you with your blogging efforts, whether you’re starting from scratch or refocusing your current blog to fit the narrative of Covid-19.
- Establish relevance and credibility. When people see that you’re spending your sequestration in the service of others, you strengthen your brand and it’s credibility. Now is not the time to create a flow of marketing messages. Taking a servant-centric approach to your content creation is the rule of the road for now. Seek out community stories and link to as many resources as you can find. Facilitate network connections.
- Step-up your Hyperlocal content creation. Social distancing is just physical distancing and as long as your local government will allow it, you can get out and take photos and/or videos of points of interest. Each one can be a blog post of its own. You can step up your content delivery by adding one-click saved searches of the homes in the areas you write about. Think parks, schools, places of worship, shopping.
- Show market stats. Market conditions and home valuation are on the minds of most homeowners and prospective buyers. Use transparent market stats and speak truth to the issues that have an impact. Well-informed posts that give guidance go a long way in helping prospects feel comfortable in establishing a relationship.
- Be the mayor or ambassador of your neighborhoods. Let people know that you are a part of the fabric of the community where you live and work. Share the knowledge you have of the lifestyle. Include embedded videos of Facebook or Zoom “town halls” and feature a different local business owner, government official, or anyone who can help share why they love where they live. Help your local businesses tell their background story and describe how they are shifting their processes. It’s content gold that can’t be replicated by a big portal.
Pro Tip: Depending on how you write this, his type of content has the benefit of being what the marketing world likes to refer to as “evergreen” content. Everyone will enjoy the benefits of the content long after we’ve come out on the other side of this. Alternatively, there are also many small businesses out there who are stepping up and also serving the community in these times of need. You don’t need to leave your home to amplify the online posts of local restaurants offering discounts to medical or grocery store workers, insurance brokers offering rebates back to customers, or churches hosting free, drive-through school supply pick-ups. The community stories abound during these times.
- Blogging = Google Juice. How your pages rank in certain searches can be greatly improved by blogging. Consistency is important (pick a frequency that you can realistically maintain) and, over time, the keywords and phrases in your content will help. Learning some of the best practices for titling and structuring your content will help immensely.
- Define the process of a transaction under new guidelines. Tell your prospects how showings and open houses are being performed. Describe the changes in the transaction and any new requirements. Put people at ease that things can still successfully move forward with the confines of the markets you serve. Showcase your success stories. Include your buyers, sellers, and other vendors that come together to make things happen.
Everyone is spending more time online than ever before. Much of that time is spent staying connected to the community or exploring new locations and businesses that will become the center of family lifestyles. Keep your content focused on positive messages. Now is your opportunity to make new contacts. Share appropriate news from your association’s leadership and their guidance. Be careful to cite your sources when reporting statistics.
The new normal is what we collectively decide it’s going to be. This is your opportunity to use content as a way to help marshal resources that lead the way to making it better for everyone on the other side.
Go forth and publish. Here’s To Your Success.