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Who Are You Blogging For?

A common question I hear is, who should I be blogging for?  Or rather, who makes up the audience I am reaching out to with my blog?

Let's consider the potential audience that would actually be reading a real estate blog in the first place.  Beyond the real estate blogging community that keeps tabs  on your effort, it is the deep information seeker that takes the time to absorb your articles.  In the topic of real estate, who needs information more than the first timer and the 'relocator'? Other obvious info seekers are first time investors and those with challenges they need to overcome (read: credit, repairs, value, etc). However, the more seasoned audience (past clients, 3rd home buyers etc) is less anxious for education.

If the audience has a need for elementary knowledge, then make it obvious that you are there to provide them with what they need most.
It may seem obvious to do so, but we can't forget that they are not even close to understanding the real estate industry, as you do. Presenting comprehensive and complete resources to handle the most common concerns of your novice audience will help you gain their readership more effectively.

First Time Buyers
When it comes to making the most important financial decision in one's life, the potential list of questions might as well be endless.  From making the decision to look into the benefits of buying a home, to the prequalifation process, to the submittal of offers, right up to the close, there are never ending opportunities for education.

First Time Sellers
No fewer concerns arise in the selling process as do in the first time buying process.  Home valuation, curb appeal, staging, negotiation, contingencies, inspections, and open houses are just the beginning. Make note of selling FAQ's, it's what people are most frequently looking to have answered.

Relocation
Schools, Jobs, Entertainment, Neighborhood Comparisons, Demographics, Service Providers, barely scratch the surface when it comes to listing the interests a relocation reader will appreciate.  Covering the local amenities and events not only solidifies your roots in the community but seeds the search engines with content that will attract readers investigating your region.

Challenges to Overcome

If you've been burned on the most important investment in your life, be sure you will educate yourself to avoid it possibly happening again.
The blog that provides insight, observation and solutions to the distressing challenges of a bad real estate situation brings hope and clarity to an attentive audience

First Time Investors

Timing, Taxes and Location.  The process itself can't compete with the need to learn about achieving the best bottom line. 

Your plan of attack needs to consider your target audience.  Grasping their needs, habits and demographic will solidify a regular, regularly growing and appreciative readership.

Related article: Understanding Your Audience


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Comments

Content is king and your site is packed full of it. Thanks for sharing so generously. I'm learning a lot!

Well said, Jim. Focusing your content for your audience is essential to not just driving traffic to your site in the first place but to helping people subscribe to your feeds and ensuring that they will indeed return.

Hi Jim,

Commented & Dugg.

Jim

I agree that the content should be geered toward a blogs readership. I am not sure I agree with you on who the audiance for a real estate blog would be. I am finding that home owners and neighbors read my content as much as home buyers, people who are relocating and investors. I am not so sure that anyone is really looking for indepth information as much as they are looking for news that for the most part is not covered by the traditional media. I think content needs to be focused and geered toward an audiance but I think the audiance for a real estate blog is not as narrow as you have indicated.

Teresa,

You bring to light an excellent point: "news that for the most part is not covered by the traditional media"

Blogs have set the standard for delivering the above and have found their place and readership because of their subjective points of view. However when it comes to earning readership, unless you are already recognized as someone 'bringing the news' you have a lot of work to do to set yourself apart as a 'news bringer.' Teresa, you have been blogging on your current site for about 10 months and have grown to break the top 50 most read real estate blogs. That is awesome! Unfortunately, every new blogger over the next year is going to have to work much hard than you and I have to experience such success. My advice in the article above was for bloggers to make an effort to bring clarity to the investigative audience - the obvious group.
I agree with you that blog readers are looking for an alternative to the mainstream media, but attracting them in the first place is difficult by just covering the news. Investigative real estate readership is either those with questions that need clarity, or those that are already keeping a pulse on the real estate blogosphere (read: you, me, Greg Swann, and the rest of the community). The ones looking for the alternative media have probably found you because you have earned your place as a resource through content, participation and consistency. I too don't believe that the audience is as narrow as I have pinned it, but I do feel that making an effort to reach out to those that will be using the internet as a resource for their real estate needs will help you establish yourself as a worthy resource and in turn a destination for the news as well.

Once again another great post Jim. With so many new agents entering the blogging world, education is the most valuable commodity.

Good points to ponder Jim. Having a blog and writing something of interest to the population is often times two different things. I try to showcase my area for people looking to relocate to Denver. I figure they don't know much about the neighborhoods, so anything I provide is useful, especially photos.

A nice post! In my opinion people looking for a real estate always check what is in the net space. Sometimes it is much easier to find it there.

Hi from New Zealand.

Browsing your site and just wanted to say that its very good. Market here in NZ is following trends that seem to exist in the US.

I've been selling here in Auckland for 14 years now and this is the quietest period within that time. Sales volumes have reduced by 50% compared to this time in 07.

We have challenging time ahead as I suspect you do in your part of the world.

Regards

Rodney Dunn

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