You’ve heard the statistic. Ninety percent of homebuyers today start their research on the Internet. That means they are actively looking for interesting, relevant and informative content that will help in their decision-making process. There are some great ways to capture consumers’ attention online: listing services like New Home Feed, Zillow and New Homes Directory; banner ads on frequently-visited websites; and of course, a social media presence. But have you considered blogging? You may think, “Yes, but who has time for that?” Here are five reasons why you may want to give it a shot.
- Increase traffic to your website. A recent report from Hubspot showed that companies that blogged about once a week saw double the amount of traffic to their website. Companies that blogged 15 or more times a month saw five times the amount of traffic! The more keyword-rich content you have on your website, the more easily people can find you online. This leads to increased keyword ranking and higher organic search results.
- Build credibility. This is where you can really shine. Tell your story! This is content that you alone control, so put your best foot forward. Establish a personality and reinforce your brand’s ideals.
- Stand apart from your competition. There are some really great builder blogs out there – MAC Marketing Solutions, Heartland Homes and Windmill Developments – but they’re few and far between. By adding a blog to your website, filled with articles, photos and videos that could sway a prospect’s decision, you’ll stand out from the competition.
- Be a resource to homebuyers. Don’t just write about you, you, you. Consider what questions or challenges prospects face throughout the home buying process and address them. Be a source of information, but also share exciting news and positive developments about your company.
- Capture more leads. It’s a numbers game: the more people who visit your website, the more online registrants you’ll have, and the more leads will feed into your home builder CRM system. And remember, with proper follow-up, 20-25 percent of online leads will convert to appointments. You can also give visitors the option to receive blog updates directly to the inbox by having them register.
Blogging does take a bit of time and work, but the results are measurable. The key to effective blogging is to create a blog schedule and post regularly and as frequently as possible. Start with once every other week, then graduate to once a week or more often. Enlist the help of others on your team: interior designers, project managers, sales managers, etc. They are experts in their fields and can share great information and stories. The hardest part is getting started!
For more ideas and tips on how to best capture visitors to your website, contact a Lasso team member.