Blogging can help Real Estate firms stay ahead of the Competition

The world has become hyperconnected – a global village where people and business communicate with each other instantly, where the Internet and its associated services are accessible and immediate and where machines are equally interconnected with each other. This hyperconnectivity and superabundance of easily available information is redefining relationships between individuals, consumers and enterprises, and citizens and governments.

Quick and fast dissemination of knowledge and information and the quantum jump in their magnitude is changing the way people make decisions today. This has brought about a profound shift in the way consumers and business interact. According to the findings of various studies on consumer behaviour, buyers today are making a higher level of product research than ever before. On the other hand businesses, in a bid to engage more deeply with consumers, are trying hard to put out quality and relevant information, not only about the products and services they sell, but such information that helps consumers to become smart buyers.

A powerful and proven way for businesses to reach out to their customers is to embrace blogging, which is the art of creating short-form online content. The blogging approach is based on the strategy that if businesses deliver consistent, ongoing valuable information to buyers, they will ultimately reward the companies with their business and loyalty. As business enterprises and organizations try to become more customer-centric, blogs that were once devoted to products or services and were mainly company focused are becoming more focused on the consumer. What it means is that instead of pitching only products or services, companies are delivering information that makes their buyer more intelligent.

It is therefore not surprising that business blogs are going all out to engage with customers. Companies, especially the more consumer facing ones such as those in real estate, are climbing on the blogging bandwagon for disseminating content that offers valuable information and insights to current and potential customers for the purpose of building trust, branding, awareness, and positive sentiment. The rationale is that a successful blogging platform establishes a company as an expert in its field, and that sets the groundwork for a long-term business relationship.

Blogging is especially useful for consumer facing business like real estate where gaining credibility and trust of customers can help a developer win a larger share of the available market than its competitors. Blogs help to build trust and establish rapport, which make it easier for buyers to justify purchasing your product. This aspect is all the more pertinent for the real estate industry, where accurate data and reliable market information is not easily available. Against such a backdrop, a real estate firm that brings out well thought out and informative blogs stands to become a trusted source of information. Apart from educating consumers, well-written articles reflect your position as a leader in the real estate market. When you post articles that are informative, you are using your blog to share your credibility and expertise.

Blogs also provide an additional source to connect with your clients by encouraging consumers to share your content with their networks. This helps to drive traffic to your company’s website. The more traffic you have visiting your site, the more likely it is you will make a sale or score a new customer. People are also more likely to buy products or services from businesses they feel they “know.” When they connect to your website, they will be able to get to know your business and as a company you will be building a strong customer base for your products.

For a real estate company that provides relevant information through its blogs, clients are more likely to contact the company concerned when they are ready to buy or sell real estate. This way, a real estate blog can serve as another efficient platform for increasing conversion rates by lifting the level of consumer interest and engagement from ‘’passing’’ to ‘’involved’’. Customers that you have helped inform and educate will be more willing to listen and consider your advice when making purchasing decisions.

An analysis of a Marketing report in the USA done in 2011 revealed that 27% of respondents rated their company blog as “critical” to their business. While consumers continue to tune out traditional, intrusive marketing communications, they increasingly crave the type of genuine, customer-focused information that well-written blogs are more apt to deliver.

A survey done in the US has revealed that 87% of businesses that blogged at a consistent rate in 2013 reported new customers directly from those blog posts. So to make business blogging a major part of a company’s marketing strategy makes all the more sense if it is looking to attract new prospective customers or turn customers into evangelists.

Today, with 33% of internet users report reading blog posts and that number climbing fast – according to a report – companies are tweaking their marketing approach and embracing blogging as a way of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

However, just creating a blog post or an image as a one-shot deal is not going to help. Think of it as an asset that you are investing in. You can then leverage it in multiple ways to get good returns from it. As discussed above, the many benefits that can accrue include:

  • Positioning your brand as an Industry Leader
  • Developing customer relationships
  • Increasing traffic to your website
  • Increasing your search engine optimization results and rankings
  • Building trust

About P. Sahel

As Vice Chairman of Lotus Greens, Sahel is responsible for giving directions on overall business strategy and key investments decisions of the firm. Being one of the founding members of Lotus Greens, Sahel has been instrumental in formulating various company policies, setting up systems and processes, and building a strong team of professionals. Prior to Lotus Greens, Sahel worked for more than 16 years in some of India’s largest and most respected real estate companies like Jones Lang LaSalle for 13 years as the Managing Director of the Markets & Solution Development and DLF prior to that. The views expressed are personal

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