So, You have a Company Blog, are your getting the results you expected? And, what about when your company blog is NOT about your core product. Perhaps a company blog that has nothing to do with your Core Product, but everything to do with your Core Community is the best choice.

Your Core Community
That is the approach we took with our company blog, the Urbane Life Blog, Focus on the Core Community. Our blog posts have nothing to do with our apartment business, Urbane Apartments. In just over a year of blogging, we have doubled our web site traffic. And, despite a down economy, and operating in Michigan, the highest state in the union for unemployment, our year over year rental traffic and our net rentals have over doubled.

Pretty significant return considering not one of the over 360 posts, and 1,501 comments has ever been about our core product offering.

How Is This For a Page One Google Ranking
So what impact do you think we have with potential customers when looking for an Apartment in Birmingham MI, and the Urbane Life Blog Posts come up on Page One of a Google Search, and hold the first seven spots, which is the first third of the Google Page. After all, it isn't, in this case our web site, it is our blog site (as designed) that comes up. The prospect has yet to get to the actual web site, you are really spreading thick your Brand Awareness.

Prospects Are Looking For Much More Than Your Product
We believe that prospects are looking for much more than just an apartment. They are staking out what they will be doing, where they will be doing it, and what type of life can they expect for the next year or so. Frankly, the apartment itself may well be far down on the list of priorities when selecting a new place to call home.

Does Your Product Matter
Of course your product offering matters, sort of. We all get grouped pretty quickly into silos with similar product offerings as seen by the prospect, but what else can you do to separate you from the pack, Focus on Your Core Community. 

September 27, 2009





Eric Brown has (30) years in the Multi-Family Apartment Business having built and developed over 17,000 apartment units, both market rate, luxury and tax credit apartments. Having started Urbane Apartments in 2003 after leaving a lengthy stint as a Senior Vice President at Village Green Companies, a national apartment developer, Eric decided he wanted to create wealth, and set out from Corporate America on his own and created Urbane Apartments in Royal Oak, MI.






Comments(4)

This is a great lesson for companies that want to blog. Offer something of value to your (potential) customers. My gripe is that they could probably do even better if they got rid of the hard-to-read blue text on black background.

This is intriguing, but I don't understand how this is actually benefiting Eric's business. By tagging the blog posts with terms like "birmingham mi apartments", the blog does bring in traffic for relevant terms despite the content not being directly relevant to the business.

But the blog doesn't connect visually or textually to the business site. Sure, it's a folder on the domain, but how many visitors will connect that? And there's no prominent call to action to bring people from the blog to the business home page.

So I don't see much evidence of branding or direct response benefit from this blog.

What I can envision is that this content has boosted the domain's pagerank, which of course would be good for the non-blog pages.

This is very informative and my company also as a blog related to real estate

Now will target on my community

The advice is valuable to the companies to understand their business strategies and design their business site.

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Search Engine Guide > Eric Brown > Focus on Your Core Community