Do You Write About What Consumers Want, or What You Want?
How do you decide what to write?
Do you write about what consumers want?
Or do you write about what you want?
ActiveRain points are a big draw, and I suspect some people write articles purely to get the points. At least that’s the impression you get from some of the very short posts or the copy-and-paste formats you see regularly. You know, the same content, word for word, for a dozen communities with only the name changed.
I think most here write about things that interest them, and they believe will interest other real estate professionals (AR members) or consumers. Some may focus on one more than the other.
Writing takes a lot of time, so I only write about things that interest me. The focus, more times than not, is on posts that I believe will interest consumers.
After all, a primary reason to blog is to attract business and to do that you have to give them what they want.
I took another look today at my AR statistics (the clicks not the views) to see if there were posts that were more popular, in general.
While I think I have a good idea of what posts are of greater interest, it’s always enlightening to see which ones, and how much traffic they have garnered.
And as I am planning for 2013 it made sense to see what changes I might need to make in my blogging strategy.
Here’s what I learned
- Community posts are the most popular, with articles a couple years old or older having 10,000+ clicks; my article about Cardiff now has over 28,000!
- The neighborhood posts (e.g., complexes, subdivisions) within the larger communities do well also, but generally in the 2000 – 6000 click range. Interestingly, but perhaps not surprising, many do not have many comments.
- Articles about buying, selling, relocation and similar topics generally get between 1000 – 4000 clicks, at least after a year or two
- Miscellaneous topics, often those about my personal life, generally get 500 – 2000 clicks. Readers clearly like to read about who we are and what our lives are like outside of real estate
- Market reports generally get 1000 – 2000 clicks after a couple years or so (with fewer hits for more recent reports)
I don’t know how these compare to other Rainers, and maybe these numbers are not all that impressive. My most popular post, based on clicks AND comments, was one written in January 2007 about buying a short sale; over 87,000 clicks on that one, and 430+ comments, many from consumers. Clearly this was, and remains, a popular topic, and no wonder.
2013 Blogging Strategy
My plan is to continue with those posts that generate the most traffic, including some much needed rewrites, and adding to the stockpile of posts about local neighborhoods – great for relocation clients and listing presentations.
As the market is shifting my plan also includes more posts to reflect those changes and educating both buyers and sellers about what IS going on in the local market so I can help them make informed decisions.
Monthly market reports will continue to be an important part of the strategy to better understand local market conditions.
What is YOUR 2013 Strategy?
For 2013 are you going to pay more attention to articles that get the most attention from consumers, and which are resulting in calls or emails, or the ones that get you the most points (i.e., features and those with lots of comments). Will you write more about what consumers want and need?
In case you haven’t, why not take a look at YOUR statistics to – click on the TRAFFIC link on the LEFT hand side of your profile page under your photo. You may learn some interesting things to help you with your blogging strategy for 2013.
What types of posts are YOUR big click earners?
Which article yielded the most clicks.
Why not share it – it might be interesting for all of us.