Everyone knows the importance of having ‘hyperlocal’ content on your blog, but how many people, I wonder, recognize the importance of being ‘hyperpersonal’? Last week I was tasked to uncover some hyperlocal blogs in our current clients’ markets. Most ‘experts’ will say the best way to get on another blogger’s radar would be to lurk around the site until you find a post you feel comfortable commenting on. But I must say that I am not a fan of waiting, plain and simple. I found several blogs across the States worth following and here is how I went about garnishing the authors’ interest via ‘hyperpersonal’ means:
There is a real person behind every blog. This person has a unique childhood, a high school they graduated from and will remember forever. These people have first loves, firstborn children, and first houses just like the rest of us. ‘Hyperpersonal’ speaks to the idea of meeting the person behind the brand name, the history and memories behind the face. The most tactful way I found to do this when sifting through new blogs is to send a simple email to the main author. Some blogs are managed by groups of contributors, so maybe pick your favorite one or the overall admin contributor.
So what do you email them once you’ve found an author? I took the time to read through their latest page of posts, trying to find at least one positive remark I could make about their blog. Examples range from:
“That front view shot is perfectly framed with those tree branches. Nice shot! This house looks great; hopefully won’t take too long to sell.”
“You guys have some great hyperlocal links and content on your blog, such as local school district info and community events.”
After finding something I liked about their work, I also took the time to seek out their real name. One of Boise, ID’s fine REALTORs responded favorably to this email. She said her team “really appreciate[s] it when people take the time to learn our names.” She also asked for a little more information about Goomzee and Realty Connect.
As you can see, my initial, personalized message opened the door to an explanation of my company’s product. I didn’t have to include my value statement in the initial message because my ‘hyperpersonalization’ spoke for itself. I received many such replies from America’s agents, and have since come to realize that while real estate marketing needs to be ‘hyperlocal’ to be effective, online marketing needs to be ‘hyperpersonal’, or it will be dismissed as nothing more than SPAM or solicitation.