Do you regularly publish articles on your real estate blog? Very good. But do you know who you're doing it for? Do you know your target audience, your typical reader?
If not, let's be clear: you can stop writing right away, and focus your efforts (and talents) on something else entirely .
Blogging without knowing your target is like opening a store where you try to sell anything and everything, from the Hula-hoop to the lawn mower, hoping to attract as many people as possible to the market. hazard. Obviously, a few curious people would come and take a look and some might even buy a thing or two. But if you didn't target your customers, your store would look like a warehouse full of useless mess that not many people care about.
Imagine for a moment a blog (powered by quality articles) which aims to reach everyone at the same time. The result would be one simple thing: he wouldn't be able to talk to anyone.
So, if you have not yet defined your marketing target, the one that is specifically targeted by your commercial offer, stop everything! Ditch your Hyderabad real estate blog while you read on .
Knowing who your real estate blog is for is essential
Yes, blogging is a major marketing lever . Feeding a real estate blog allows you to boost your website traffic, increase your visibility on the Web, gain notoriety, promote engagement, closely follow your prospects, strengthen your local anchoring, and of course. 'other advantages (which you will find in detail in this article ).
Except that, in order to reap the benefits, it is not a question of blogging for blogging. You must publish articles that have one or more objectives. This implies first determining to whom these articles will be addressed.
Indeed, it is a basic rule of blogging: knowing who you are talking to . However, this rule is not always applied, far from it. The fault of this misconception that the most important thing for a business is to have a blog - and that the relevance of the latter counts for butter.
A few weeks back, we told you about the importance of the marketing positioning of your brand to give meaning to your real estate blog. We were saying, in essence, that before writing a line on a CMS, you have to define what type of content you want to publish.
But it's just as essential to understand who you want to write this content for .
Define your target to blog effectively
And the answer is not "for the search engines". Even if natural referencing is intrinsically linked to professional blogging (if so many companies have their own blog, it is also because the contents are relevant levers to boost the positioning of a brand on Google and others), it remains that we never write for engine crawlers, but above all for our readers.
By starting by defining the target of your real estate blog , that is to say by giving a face to your ideal reader (in the same way as you define an offer according to an ideal client), you will be able to write articles :
1. With high added value,
2. Who answer the questions asked by your target,
3. Who provide solutions to concrete problems,
Which highlight your expertise in your field of activity and 4. which position you as a leader in your sector.
You will be more efficient, in the sense that your real estate blog will help improve the performance of your marketing strategy.
Because blogging is always part of a broader perspective than just posting an article. Blogging is a strategy in its own right . With its objectives, its resources, its constraints… and its personas.
"Good content", definition
To fully understand this, we must come back to what “good content” is.
Is it well written content? illustrated with nice photos? surfing the news? likely to go viral instantly? Who is talking about your brand and its news?
Of course, it all depends on your business and what you are looking to accomplish with your real estate blog. But, in absolute terms, “good content” is none of that.
So what is “good blog content”?
It is content that provides a solution to your reader's problem . Who answers his question, as he put it on a search engine. Who manages to lift his "limiting constraints", those which hitherto prevented him from carrying out his project.
Because any query on Google is, in reality, a question. With a hidden intention.
And the secret goal of any Internet user is to find a relevant answer to this question.
The content must be adapted to its target reader
Let's take an example. A user types on Google: "Sell real estate". In doing so, he seeks an answer to one or other of the questions he asks himself. The nature of the question cannot be delimited using these simple words: he may want to learn about the methods to sell, the steps to follow, the added value of a professional, the ideal period to get started, etc. But, whatever the question, it relates to a sales plan; it is therefore a question of offering him content that speaks of that.
It's exactly the same with your target.
“Good content” is when it reaches the right person at the right time . If you write an article like "How to sell your house in 10 steps?" », This one is necessarily addressed to a salesman (whether his sales project is already well advanced or not). But if your target customer is more of an owner-lessor, you understand that this kind of content is irrelevant.
Let's go a little further, just to understand the subtlety. Let's say that your marketing target is Marie, 47, owner of her Parisian apartment worth € 900,000 that she wants to sell in order to buy more. What type of article will you offer her to catch her attention and convince her of your expertise?
“What do agency fees cover? "
"How do I find a buyer at the right price? "
"Focus on the luxury Parisian real estate market"
So which proposition do you choose?
Answer: the 3 rd , of course!
Clearly, your salesperson does not feel blocked by agency fees. She suspects that she will be able to sell her magnificent apartment at the right price. On the other hand, she undoubtedly wants to know more about the niche market in which she is about to launch out, and which functions a bit like "a market within the market", reserved for a very specific clientele.
In short, if you publish on your real estate blog a series of content on agency fees and their justification, and your target consists of many "Marie" (the name given to your persona), you simply risk missing le coche… for the benefit of a competitor who will have thought out his blog so that it meets the expectations of this type of clientele.
In addition, it is necessary to take into account the channels used by "Marie" to seek information. It doesn't say that, in this niche market, she just goes to Google and type something like "apartment for sale in hyderabad".
No, we can imagine it formulating requests relating to its niche market, to agencies specializing in prestigious properties. We will see an interest to professionals on LinkedIn rather than sign up for a Facebook group type "Real estate in the 5 th district." She will be expected to sign up for a newsletter to receive information about the market relevant to her, instead of clicking herself on links to blogs that she is not familiar with.
All this too, you must take into account to make your real estate blog a real marketing lever .
This means that before you start writing anything, you must already:
Have defined your “Marie”, therefore your typical client;
Knowing exactly how this typical client behaves throughout his real estate project, especially where he gets his information.
Understanding the purchase journey of your typical customer is fundamental
The challenge here is not only to attract the attention of Internet users, to generate traffic, and to acquire prospects, but also to set up the monitoring of its target audience .
Content is never just content. It is always the link in a vast chain which constitutes a coherent editorial strategy. In this sense, there must be separate content to fill the whole chain; a single link, as such, is useless.
This channel must fit into the buying journey of your target audience. As a reminder, this course is divided into three stages:
Awareness of the problem
Consideration of the options that present themselves
The decision (to buy a product / service, to subscribe, to take an action, etc.)
If we take the example given above of the persona “Marie”, an informative article such as “Focus on the luxury Parisian real estate market” will be useful as part of the first step of the journey: consciousness. It is also said to be “bait,” content designed to capture attention.
But, of course, that content alone will not be enough . It will be necessary to produce others, adapted to the following stages of this journey: consideration and decision. Knowing that in real estate, prospects don't go from step to step in the blink of an eye - it is a process that can be time consuming and require, beyond the content, some marketing work pure, with sales funnel and sequence of emails.
The goal is to send the right content to the right person at the right time. To offer a personalized real estate experience to everyone.
This supposes, upstream, to know what its target is and to know its behavior (knowing where to find it, how to reach it, with what types of content, etc.).
What consequences for your real estate blog?
If you had to summarize this article in one formula, it seems that it is essential to first define your target and know them well in order to be able to write relevant, effective and profitable blog articles .
But, in concrete terms, what are the consequences of this golden rule on your real estate blog?
There are two main ones:
You need to write content for your target audience , not for search engines or for your brand.
You need to develop an editorial strategy based on themes and topics that interest your audience , rather than keywords.
That's not to say that search engines, branding, or keywords aren't important.
This means that these questions must come second. And that the first goal of your blogging is to seduce your target , then to encourage them to take action .
Knowing who to talk to makes it easier to find the right words to express yourself.
Likewise, if you know your typical reader, it will be easier for you to write relevant content for your Warangal real estate blog
