Corporate Blog Study: Zillow

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If you’re selling real estate or in the market for a new home, it’s likely you’ve heard of Zillow, the free real estate valuation website. You can input the address of almost any property, and it will give you facts such as square footage, number of bedrooms and bathrooms, and a “Zestimate” for its value. In addition to this core service, Zillow also offers a blog that shares information and answers questions about real estate, mortgages, and even celebrity real estate. A few recent titles are: “30-Year Fixed Rate Rises Slightly, Remains at Historic Lows,” “5 Things You Should Know About Real Estate Disclosures,” and “Pitcher Mike Hampton Set to Take Loss in the Real Estate Column.”

Why is this a great idea? People who are selling or buying real estate are likely to be interested in this type of advice. If they end up on the blog, they’re likely to stick around and see what other services and information the website offers. It also provides added value for people who visit the site for a simple valuation. They may have just wanted a quick number for a property, but they’re more likely to hang around for a little longer to check out the blog if something catches their attention.

So how can you apply these concepts to your company’s blog?

Think of your audience. Who are the types of people that you want to come to your site? What are their interests and their concerns? How can you provide them with valuable information?

Don’t be afraid to share your expertise. Providing someone with the help they need is a great way to start off your business relationship. If you give potential clients a little free look at what you have to offer, they may be more willing to pay for your services.

Make it fun. Does anyone need to know that Sharon and Ozzy Osbourne’s oceanfront Malibu home is rumored to be up for rent for $40,000 per month? Probably not, but it may entertain your visitors to learn that, and it gives the blog a little personality. Just because it’s a business blog doesn’t mean it has to be all serious.

It’s also a good idea to check in on your blog’s progress every now and then. Is it still meeting the goals you set out for it in the beginning? Or have you veered off track?