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A Blended Learning Course on Blogging for Real Estate MarketingExclusively for MUNREB Members

PHASE 1 MODULE 3: Planning the Content of Your Blog

Blogging Basics for RealtorsLearning objectivesPhase 1, Module 3:

To plan for the type of content you will write in your postsTo familiarize yourself on ethical guidelines on blogging and information sharing

What Do I Write About?

Were Realtors not Writers BUT. . . As we are now Bloggers, it pays to update our basic writing skills for blog posting.Property marketing on the Web demands that we communicate our offers, our opinions, our identity in a clear, consistent and interesting way.A blog is an internationally circulated, online publication. So if you feel youd rather not write the posts, get someone who can do it for you.

Q: Why do real estate customerswant to read what I have to say?

A: Have you talked to your clients lately? Real estate clients want to know about the following to assure themselves of a propertys value.Property detailsProperty history Discount and financing packages; financial analysisProject amenities and convenience facilities

Q: Why do real estate customerswant to read what I have to say?Community factsYour opinions on the propertyYour opinions about the community where the property isYour background as a Broker: Credentials, experience, affiliations, track record, and who loved your service. Believe it they may well see you as part of the propertys packaging!

ExampleVisit the real estate blog http://pinoyluxuryhomes.i.ph/

Click thru the different posts the author listed on the Latest Posts links on the right sidebar. Evaluate the blogs contents based on our foregoing list.

How did you find the writing style?

Was the blog title or tagline consistent with the contents he presented?

Whats your take-away after reviewing the blog content?

So what do I write about?Write on any of the 8 points listed earlier.Leverage your responses in e-mails to your YahoogroupsGet content from your e-mail replies to customers.Post content from PR topics coming from your developers project marketing team.Get your clients testimonials on how good a broker you are (yes, thats a topic).

So what do I write about?Talk about a resolved problem and its solution. Ex. Write how your sellers got a capital gains tax exemption after they bought a new house ahead of disposing their primary home.

Post a video about a property, then give your expert evaluation or commentary on it.

So what do I write about?

Link up to other blogs on real estate to share information.Follow up on old listings when they re-open, and post them.Interview your buyers or sellers on the property of interest, and post the transcript on your blog.

So what do I write about?

Link up to other blogs on real estate to share information.Follow up on old listings when they re-open, and post them.Write about the unique offerings and freebies you can get from stores within the community.

So what do I write about?

Theres just so much to write about!

Diverse topics are interesting, but focused topics allow customers to clearly identify your blog voice.

If youll ask them to subscribe to your blog, give them something worthwhile to read!

How Do I Write My Posts?

Strategies for Good Blog Writing StyleThis Powerpoint presentation on 25 Basic Styles of Blogging by 360 Digital, the e-advertising arm of Ogilvy Public Relations Worldwide, gives a great, short piece on blog writing styles.

Note the resource links in the presentation.

Strategies for Good Blog Writing Style

Visit this site and read about tips on Blog writing styles.

But note the comments of readers--and learn from them too!

Strategies for Good Blog Writing StyleReview 10 Ways to a Killer Blog . Though it presents about how to get your blog noticed, note the writing style used for the Powerpoint presentation itself. It can be adopted to writing your posts.

Strategies for Good Blog Writing StyleWhy so?

The writing style is informal, using short sentences.

The message per slide is singular and short.

The engaging graphics dramatize the idea presented per slide.

How Do I Plan My Blog Content?

Purpose for writingWhats your objective?This takes after your first objective of why you set up the blog in the first place. Every post ideally reflects that objective.E.g. To showcase the best rental homes in Alabang To list the most value-for-money property buys in the City

Purpose for writingWhats your success criteria?Your criteria will be your guide to monitoring your blogs performance.

E.g.: Amass 500 listings for the first 6 monthsGet an average of 1000 hits a day as per the blog statistics on Wordpress

Sample blog content plan

Topic TitleGetting to Know the Alabang VillagesHeadlineA virtual tour of the top exclusive villages in AlabangOutline Introduction to Alabang; Ayala Alabang, Alabang Hills Village, Pacific Village, Hillsborough, Alabang 400, Pacific Malayan Village

Make it interestingPut the fast facts on each village in the About post; put videos, man-on-the-street interviews, local life, food, etc. Showcase 2 featured properties for each post on the villages as a lead-in.

Sample blog content plan

Follow-up topicsSecurity in Ayala AlabangShop well in the MallNight life in the Alabang AreaTags or labelsPhilippines properties, Ayala Alabang, Ayala Land, residential propertiesSources to link tohttp://architerra.wordpress.com; bir.gov.ph; inquirer.net

Module exerciseBased on the foregoing table, write your own blog objectives and success criteria.

Create a five-item blog content plan that will help achieve your blog objective.

Bring this plan to help you write your posts during the Workshop.

If youve finished, review your writing.Review the earlier assignmentsRemember to bring to the Workshop this blog content plan and the Set-Up information you wrote in Module 2 earlier.

Thank you!

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