As a home builder, it may be tempting to assume that, because the bulk of your services are performed in-person and on-site, building a reputation online is secondary. This is a common, yet damaging, misconception Though homes aren’t built in the cyberspace, successful companies are - and it’s important that home builders know how to leverage the Internet to build and spread the unique messages of their company. One of the easiest and most effective ways to get your distinct voice out to prospective customers is by running a blog. It’s not enough to slap some words onto a document, click “Post,” and call it a day - the true power of blogging must be channeled strategically. By keeping the following four tips in mind, you’ll be poised to run a home building blog that generates leads and elevates your reputation.
Stay True to Your Brand
Blogs are not the place to sell; they provide a worthwhile opportunity for engagement with your readers (and prospective customers). As you begin to consider revamping or launching a blog for your website, keep your brand in mind. What is it that sets your company apart? And even more importantly, who will be writing your blog posts, and what do they sound like? The most successful blogs are the ones providing a distinct and authentic voice. Don’t try to be something you’re not in your blog; write about topics that are relevant to your brand in a way that feels natural for you. By achieving that combination of brand relevance and personal authenticity, you’ll keep readers connected and engaged.
Become a Thought Leader
Ultimately, your blog is an excellent opportunity to establish your brand as a leader in the home building business; it is where you have the chance to showcase your expertise in the field, building up your reputation as a thought leader within your industry. Use your blog as a space to write about topics like must-know tips for first-time home buyers, mistakes to avoid when building your first home, and trends in the home building market. Position yourself as the go-to voice of expertise in home building, and you’ll have readers coming back for more.
There’s no use in having a poorly maintained blog; these have a low readership and very little information to offer that can’t be found anywhere else. The best way to maintain a blog that is both current and engaging is to set up a posting schedule - and stick to it. If readers can count on looking to your blog for a new post on a regular basis, they will be far more likely to return, keeping your business top-of-mind to them. Regular posting also gives you ample opportunity to further develop your unique voice, test out what topics fare best with your readership, and stay ahead of the competition.
Optimize Your Posts
Perhaps the most crucial step to take for the visibility of your blog - and of your online presence in general - is to conduct search engine optimization (SEO). A complex, multi-tiered process, SEO essentially increases the likelihood that your blog post will turn up in search results on major search engines, like Google, rendering it visible to as many readers as possible. In its most basic terms, SEO involves choosing a specific, long keyword (“home building services for first-time buyers,” for example) and incorporating it throughout your blog. There’s considerable strategizing to do when it comes to SEO, and it’s important to consult with a professional in order to make sure each of your posts is optimized.
Blogging is the ultimate way to build your company’s distinct voice, solidifying yourself and your business as thought leaders in the home building industry. For more tips on how to create and maintain an effective blog, don’t hesitate to speak with one of our experts.