When most people thinking of “real estate blogging” they think of posts like market updates, buyer and seller tips, and way too many “featured” listings.
The term “Hyper-Local Blogging” refers to the practice of writing about topics beyond real estate that effect a greater percentage of a specific area. I more specifically define it as “Targetted and Consistent Blogging on a Specific Geographic Niche with the Goal of Becoming the Trusted Authority and Dominating that Market in Your Particular Field.”
While we’re identifying this technique as “blogging”, the same principles can be achieved in other mediums. Facebook Fan Pages devoted to a local city, community, or neighborhood can also thrive when done correctly.
Here are my top 4 arguments for why you should start incorporating hyper-local content into your toolbox.
1) Cast a Wider Net
Buyers are now more interested in the local news, events, and attractions in the area. I get phone calls and emails telling me that they love my blog and have been avid readers for some time now, and they want me to find them a deal.
There is no competition because I have demonstrated my knowledge of not just the real estate market, but of the area as well. I have been able to build a level of trust with them through my writing all-the-while having never written a personalized message to them in my life. It is for this reason that I often recognize my blog as a “lead cultivator” instead of a “lead generator”.
2) They’re Not Just Buying a Home
When you write about community news and events, you naturally attract people who are fans of that community. These people can be active buyers, or will be one day.
Is your name on the tip of the tongue of all of your buyers?
3) Be a True Expert
There is always blow-back against uses of the word “expert”, “guru”, “pro”, etc. Buyers and Sellers no longer want a Jack-of-All-Trades-Master-of-None, they want someone who knows everything about what they need help with; buying or selling a home in XYZ neighborhood!
4) Search Engine Dominance
There’s no doubt that ranking well in Google for “YOUR NICHE real estate” and “YOUR Niche homes for sale” can increase your traffic, but how about ranking well for names of local businesses, parks, events, news, and just “YOUR NICHE”?
Generating quality, natural back-links to your site is one of the most helpful SEO practices that one can do to boost both traffic and search engine rankings, but it is extremely difficult to do when all you are talking about is real estate.
If, however, you fill your site with content about local news and events from and insightful, intelligent, humorous, and interesting content, then people are happy to send some business your way. In addition, local interest content is also much more likely to be shared across social networks, meaning greater exposure and the uncovering of even more people who are interested in your niche.