Despite Instagram, Snapchat, Tiktok and all the platforms for self-expression, blogs are still an important part of the World Wide Web. In this article, I will explain why your real estate businesses should start thinking about blogging.
Monday, 7 a.m. Jumoke Johnson* is long out of bed and on the way to meet a client. The successful real estate agent from Lagos did not sleep too much. The previous night, she had just put a new blog article online with the topic: “10 Things To Check Before Buying A Property”.
A blogging realtor? Sounds unusual at first. But Jumoke, best known on the internet as “Jummy Kay Properties”*, has been doing consistently well with her blog for almost ten years. And she’s not the only one who relies on this strategy. There are now said to be between 200,000 to 800,000 blogs in Nigeria.
The general conditions for blogs are generally favourable: According to Statista, Nigeria currently has 108.75 million internet users, and a huge percentage of Nigerians use Google Search daily to search for information and seek advice.
Small and medium-sized companies that are clever can therefore tap from the benefits of owning a blog — Which can effectively serve as a customer acquisition tool.
Blogging brings digital visibility to your real estate business
Jumoke Johnson can confirm this: “In an industry with more than 300 competitors in and around Lagos alone, our social media and online content marketing are excellent tools for us,” the boss of 15 employees confidently explains.
Her company’s blog with over 1,100 published blog articles attracts nothing less than 50,000 readers per month. The effect: when Lagosians search for terms such as “luxurious properties” or “affordable plots of land” online, appealing images and blog articles from her blog are automatically suggested to them on Google.
The entrepreneur emphasizes that over 90 percent of her blog posts are found “organically” on the Internet, which means without additional investment in paid advertisements. The most clicked article was read more than 260,000 times. Today she owes one-third of her annual turnover to her digital activities, according to her.
A client of mine who is the head of a medium-sized company and also a blog pioneer, also has a similar experience: He once confessed in excitement “Thanks to regular blogging, our website remains lively and up-to-date. As a result, a lot of interested parties can find us and we are placed quite high on Google.”
“Last year when COVID-19 hit hard, we were able to cushion the effect with our inbound marketing strategy which majorly involves blogging. You know, we got new clients from Google without spending a dime”
According to Jumoke, good online employer branding is just as important for her company. She says: “We don’t know of any skilled workers problem. When companies complain about this, I always ask: are you online? What kind of website do you have? Why should I work for you? ”
Successful corporate blogs see the world through the eyes of their readers
The success of corporate blogs does not come automatically. However, a few classic mistakes can easily be avoided: The technology or design for the blog should be right, but in the long term everything revolves around relevant and engaging content. This should also mean that record advertising messages are particularly unpopular with readers.
But how do you create content that is well received by the target groups? Experience shows: whether large or small – companies definitely need a solid communication strategy in order to be successful online in the long term. To do this, they have to ask the (apparently) simple question of which messages they want to convey, and to which target group(s).
At the same time, they should be ready to consistently see the world from the perspective of their readers. Because what companies would like to say about themselves interests the addressees in the rarest of cases. The key question is, therefore: What topics and content are my readers interested in? How can I answer your questions or solve your problems?
Once this basis has been laid, the topics for a blog will come up automatically. Now it is a matter of turning these topics into appealing, authentic stories. You can only run a blog if you have something to tell. As an entrepreneur, you must see yourself as a storyteller.
Checklist: Important Success Factors When Blogging
Develop a blog strategy: WHAT to WHOM? This question should be carefully thought through and answered in order to get a common thread in the blog. The good news for companies on a tight budget: You don’t need overpriced workshops or famous agencies to go through this process successfully.
Take blogging into your own hands : blogs thrive on their authenticity. Tasks can only be outsourced to a limited extent. Many company blogs are therefore published by employees and/or the bosses.
Targeted marketing of the blog: Facebook and Co. cannot be the sole basis of digital corporate communication. That is why the trend towards your own online magazines or blogs has been unbroken for years. When it comes to marketing blog content, however, social media plays a central role. In addition, there is the application of the blog on the website or via newsletter.
As products, services or jobs are being searched for on the Internet today, a company blog with a well-founded strategy offers small and medium-sized companies the opportunity to become more digitally visible and to stand out from the competition in the battle for customers and employees with the right mix of authentically told content.
PS: * indicates Not real name.