On the previous post we analyzed the main techniques in order to create persuasive contents linked directly to a real estate blog.
Now, we will go down deep on some persuasive writing aspects that are used inside the professional blogging sector which might be of great utility for a blog focused on the real estate sector.
There are different persuasive models and formulas for a professional blogging. The thing is that each market niche requires the use of some techniques.
A real estate blog attends to a specific market niche and to a specific reader segment. That is why not all techniques are effective.
Persuasive techniques for a real estate blog.
Some persuasive models that are effective for a real estate blog might be counterproductive to use.
However, it will depend on the editing line adopted by the real estate for its blog. Of course, the final decision will be made by the site´s author, who will be the responsible for the obtained results.
Anyways, these are some of the most used and persuasive techniques:
Incite and solve things inside the real estate blog.
As a global approach, inciting in order to offer a solution is a very effective persuasive model.
The first thing to do is to segment the objective audience (the potential readers of the content) and then we need to identify the problem or the debate subject, in order to offer solutions and resolutions to them in the end.
Before offering solutions to a subject, we need to incite the audience in order to generate a certain level of expectations and necessity. Solution becomes resolution for a blog author and useful answers to the readers.
During the inciting phase, the author should not be aggressive or controversial. He needs to generate a minimum level of empathy with the reader.
The content author must identify and isolate the subject, reflecting his thoughts on it and then bring a solution based on an argumentative credibility.
Inciting and solving could be a very effective persuasive method for a real estate blog, always when implemented with precaution and not harming the specific necessities of the real estate.
Diagnose and predict inside the real estate blog.
Offering your readers a future vision on the market is another very used technique, implemented on the North-American blogs that talk on economic subjects inside the real estate sector.
However, there are also real estate blog in Spain which show an excessive extrapolation of the actual events inside the real estate market, so they can bring some predictions in the end.
This is a persuasive strategy based on credibility and it has a high level of speculations on the possible future results on a subject. Although this rule can be applied globally, a real estate blog in Spain which pretends to make predictions on the market brings a serious risk as it breaks the credibility.
We should also remember that any content published on Internet can be recovered even if previously deleted and so, it might damage the company, in this case the real estate.
Even if it might be a persuasive technique for a professional blogging, it might not be of much help for a real estate blog.
Why? Because we are talking about a site on Internet directly related to a company (in this case a real estate), not to a communication means spread through an economic section (for example a digital newspaper).
The language used on a real estate blog.
In spite of our intents of being sophisticated, by nature, human beings are selective and the language used in a real estate blog can be an elimination factor for most of the readers.
A real estate blog is a corporate online web linked directly to the company and it reflects an organizational model.
Especially for this, the language used for editing the contents must be analyzed carefully.
Words phrases and concepts used on a post must be persuasive without losing the quality and the set target.
An extremely technical and sophisticated language might exclude an important segment of potential buyers.
However, we should maintain a certain level of narrative style in order to bring a balance to the post.
On the other hand, we cannot use a rude language on a real estate blog, neither a too personal language that sets a certain confidence level with the reader, as they will end by twisting the concepts.
Persuading the readers or generating empathy with them through words does not mean to go to extremes.
The use of the language is clearly distinguished by its intention, target and environment. It is really important to isolate the reader segment of the real estate blog in order to know what language to use in order to adjust it to the targets of the real estate.
The social evidence for a real estate blog.
When we speak of a social evidence linked to a real estate blog, we do not refer to the general concept used inside the professional blogging, although there is a slight common level.
The first social evidence that a real estate blog requires is the social evidence of the responsible persons of the real estate.
The other members inside the real estate can also be a reference source, such as the real estate agents linked to the company or other members of the real estate team.
When the articles of the real estate blog are shared on social media platforms, they are converted into important social evidence, because it means that the contents have been remarked as interesting by the readers.
Actually, along with the readers´ comments, this is the most important online social evidence. Clear examples of social evidence can be found in testimonials and external references, made on different social media platforms or by sharing the contents on Internet.
A real estate blog must contain elements of social evidence on its posts and include technical elements necessary for the sharing of the contents by the readers (the famous buttons to share contents on different social media platforms or through the system of real estate email marketing).
Persuasion on a real estate web.
Persuasion should not be used only on the real estate blog. A real estate web requires also the use of persuasive elements in order to manage to get the attention of potential buyers.
The language used on the real estate website is very important. Attaching texts to the properties for sale or rent is also seen as a key factor.
Traditionally, a real estate web in Spain limits the details linked to the properties for rent or sale to square meters, number of bedrooms, distance to the airport and services. However, these details are not persuasive enough.
Images are the most persuasive resources on a real estate web, but they need to be carefully selected and optimized in order to achieve its target which is getting the attention of the potential buyers.
A real estate web is generally a visual site on Internet, contrary to the real estate blog which is based on the quality of the texts.
Both properties for sale as rent of a real estate web reflect prices and the latter are actually the ones that set an appearance order on the internal search results of the website.
When a user makes a search inside the real estate web, the showed results must appear as decreasing prices, from the most expensive property to the cheapest one.
This is defined as the “persuasion paradox” and it is essential to be taken into consideration when we create a real estate web. This is a persuasion technique that functions no matter the desires of the buyer client and it can be applied as a persuasive model even in restaurants.
We managed to analyze the main persuasive techniques for a real estate blog which can bring huge benefits to the real estate and we made it on two different posts.
The contents of a real estate blog or website will determine the visibility on Internet (real estate SEO) but also the organizational model adopted by the real estate.