Real Estate Marketing Opportunity
Opportunity
If you hadn’t noticed, the landscape for reaching our marketplace[s] has changed so dramatically. In effect, the change offers both business and consumer an incredible opportunity. Because of the Internet, Search and RSS consumers have the luxury of unlimited information: what they want, how much they want and exactly when they want it. And while search allows for us to be there when they do, its’ only a part of what we [the business] can leverage on the Internet.
"I’ve found that blogging is an excellent way to develop relationships with potential clients, real estate agents, developers, journalists, and people in the community. It’s a way to demonstrate my knowledge and expertise and to develop trust" Sharon Simms St Petersburg FL
Challenge
Unlike traditional, where time and space for an advertising message was limited, there are no longer limits to how much we marketers can share of ourselves. The message is always there, seven days a week and 24 hours a day. Advertising sound bites are fading as noise because a Home Buyers’ ability to do online research is only limited by how much we [the marketer] have actually put out there. Sure we should continue the hunt for our next client, but doesn’t making ourselves available to them when they’re hunting [for what we have to offer] sound nice too? And by the way sharing more means more content indexed. Longer, more specific search phrases indexed [i.e. Santa Barbara CA Oceanfront Home For Sale] demonstrates the intent to serve a specific objective and that can position oneself to convert better-qualified home buyers. Search doesn’t intrude, so it doesn’t look or feel like advertising. Trust can’t be outsourced to ads. We business bloggers must demonstrate genuine knowledge of our trade and, in Real Estate, of our communities. Home buyers don’t want to be told what to buy, how to think and they won’t tolerate having their point of view disregarded. The most effective amongst us will demonstrate consideration, sincerity, honesty and enthusiasm in order to engage.
"The visibility in search engines is only part of the equation. People want flesh and blood." Santa Clarita Real Estate Agent Connor MacIVOR
Challenge vs. Opportunity
But how do we meet this challenge? Is it difficult? Is it expensive? Actually Business Blogging in is not only simple, but cheap! Rather than the old environment where we were limited to interrupting people while they consumed media, we actually have the means to become an available and timely source of coverage – no longer an interruption, but a valued resource. We can demonstrate our genuine sense of service by sharing all the useful and timely information we have. Real Estate Blog what you see, hear, know and have to offer… simple! Google doesn’t say it wants to organize the most technical, the most intellectual or the most eloquent presentation… only that they want to "organize and make the worlds’ information universally accessible and useful." And why is that? It’s so they can successfully connect ALL searching consumers with the fresh, relevant and unbiased answers they want.
And why shouldn’t we see ourselves as a form of local advertorial trade media? Traditional media outlets might not agree, but does a journalist possess the immediate and real life knowledge we not only have but can easily publish? If we know our target is researching, why wouldn’t we publish our knowledge of our trade to the web? In theory, search engines are an instant answer system, providing home buyers and sellers with the right answers. So, in this environment, where one’s knowledge can easily flow to where it is needed, what have you done to volunteer yours to the indexes?
"More than 95% of our new business comes from the Internet, and it’s coming from blogs rather than websites. The bottom line of value is not comments or hits – it’s closed business that came because you blogged. Blogging has also raised my visibility and credibility in the community." Sharon Simms St Petersburg FL
Seize the Opportunity!
Blogs have reduced the cost for content creation and distribution to negligible lows. There are no longer limits to how much of ourselves we can share. In fact, very much like our consumer to us, we’re empowered with the giant opportunity of being prepared for them every day. The barriers between our daily knowledge and those who want it have been removed… so folks, as marketers, we must all Real Estate Blog
chris@kineticknowledge.com
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