Helping clients help us help them

[webmaster]

One of the biggest problems we run into here at REW in terms of our copy writing and SEO services, is getting clients to understand that in order to make their pages the best they can be, we do hope that they can send us "some" info about the neighborhoods they service.

Often times in consulting my SEO customers tell me - "yeah I haven't gotten back to the writers yet, I don't know what to write", or "I suck as a writer" etc - I am trying to figure out how to explain to them that it doesn't matter!

We are not looking for them to write the pages themselves, or optimize them, that is our job - I am just trying help them understand that with a little local information (Even in bullet form) that is from a professional Realtors perspective we can make their pages so much better.

I received an email from Gerry on the writing team, that I thought was pretty good - I would love some feedback on how I can better communicate this seemingly simple task to our customers (Which many of you are actually ) Help us help you make your website the best it can be. Here is the email from Gerry.

One of the writing team's perennial difficulties in creating content for the real estate sites is getting input from the clients. Even though it would make their content about a hundred times better, many of the clients are unwilling or seemingly unable to provide us with even a short list of notes.

We primarily encounter this when we're writing about their areas-of-service. Sure, we can search in Wikipedia, or find the City or Chamber site, but the information there is very difficult to recycle for a real estate site, especially when the recyclers (we) have never been there.

If we could impress upon the clients that their input saves time and produces a better product, we would create better sites for them.

I think one problem is that many of them are intimidated. They feel they need to send us detailed market analyses, poignant observations, and other MEATY stuff. But really, it would be immensely helpful for them to just take five minutes for each area, and write something like this:

Sharewood
-in south nanaimo, just up the hill from downtown, between downtown and the university
-size: about 10X10 blocks
-in terms of crime, it's only decent - parts of it are pretty seedy, while other parts are totally safe
-predominantly single family homes built between from between about 1930 and 1985, with big yards
-there is a mall with a supermarket, thrift department store, gas station, convenience store, video stores, and some restaurants

Glenning Bay area
-a ten minute drive north of downtown, just north of the Vancouver ferry terminal-a nice part of town ranging from blue collar to ritzy
-lots of waterfront property, and homes up on the hillside with beautiful ocean views
-mostly single-family residences built between 1970 and the present - some of them are really modern, while others are 1980's box specials
-some new developments going in
-a few seaside parks, including the local favourite, Pipers Lagoon

That took me five minutes to write both of them, and there's nothing very involved in terms of real estate information. Readers just want to know what a place is like. Detailed market info might be helpful for them, but it's not essential, in terms of what's needed on these pages for them to be of interest to readers and search engines.

Your thoughts and comments are greatly appreciated

[BrandonSternfield]

Actually, this post pretty much should clear it up. I haven't been in that position but I can assume why they would be afraid to write. You simply point out how just a little info can help out your staff.

Not to mention, that when paying per hour, any bit of help you can give to the workers means saving money No one should want to throw that away! lol

[Web Agent]

I think if Gerry can provide them the same example in your post, that most of your client's will get it. There will always be some that just want to throw money at a project without any effort and time invested.

[jessiesc]

If it were me...

I would develop a template to send to the clients. Have them fill in the blanks with the information you need.

For example:

In one paragraph or less please describe or list the following:

• Name of Area Serviced:
• Short description of the area:
  (Example: A rural development on the outskirts of...)
• Outstanding Features of the area:
• Outstanding Events or Locations:
• Distance to Major city or Airport

blah blah quack quack

This would help those who feel the need to write too much, as well as assist those that have no clue what to write.

The issue as I see it, they really don't know what you are going to do (even if you tell them) until you actually complete it. Of course, afterwards they're probably saying.... "Ah, now I know what you wanted".

It use to happen to me all the time in my previous business until I developed my template and outline approach to new clients.

Hope that helps.

[webmaster]

We used to do that, and in a lot of ways still do - and don't get me wrong we have some AWESOME clients that provide great info, and we are able to expedite their process and rip through their content way faster and with higher quality -

This is more for the people who pretty much ignore the 5 different emails asking for just some basic info in 5 different ways, and finally answer back with "I thought that is what I am paying you for"

Gerry and I talked about a less "intimidating" scenario - and perhaps an online form that we just ask for one area at a time:

"Just some basic info please"

Question one: some question
Question two: some question

etc

If it were me...

I would develop a template to send to the clients. Have them fill in the blanks with the information you need.

For example:

In one paragraph or less please describe or list the following:

• Name of Area Serviced:
• Short description of the area:
  (Example: A rural development on the outskirts of...)
• Outstanding Features of the area:
• Outstanding Events or Locations:
• Distance to Major city or Airport

blah blah quack quack

This would help those who feel the need to write too much, as well as assist those that have no clue what to write.

The issue as I see it, they really don't know what you are going to do (even if you tell them) until you actually complete it. Of course, afterwards they're probably saying.... "Ah, now I know what you wanted".

It use to happen to me all the time in my previous business until I developed my template and outline approach to new clients.

Hope that helps.

[EFS Webmaster]

Instead of going the chamber of commerce / wikipedia approach, another suggestion would be to see if any of the local title companies have relocation guides that could facilitate this process.

Quite often, these relocation guides have town-by-town overviews which can be a helpful starting point that is above and beyond what someone may find on wikipedia or elsewhere on the web.

You might want to ask clients or prospective clients if they can help you supplement what is avaiable on line by:
- trying to source these free guides from a friendly title company,
- supplementing all of this with a few bullets on each key neighborhood/area

[OCTeam]

Damn, I knew I should have answered one of those emails...

[Susan Zanzonico]

I actually have started this process....this is a helpful post...I'm working on it... Thanks!

[webmaster]

Susan, I got your mail and that is exactly what I was hoping to see - thank you and keep em coming

[metaylor9]

Maybe I am different, but if and when I do utilize your services I would be all over you like a bum on a ham sandwich with information about my areas. For crying out loud, you are in Canada, how much could possibly write about my areas without my feedback?
On another note...maybe people feel intimated, or take their knowledge for granted. Just a thought, but what if you included in the price of your services a phone call with these hard to deal with customers. Who knows, maybe they feel like they can't write but are dynamite on the phone and will talk your ear off.
I think the point I am trying to make is when these people say "I don't know what to write" or "I suck as a writer" you are still asking them to write in an email. Some people don't realize how much they know until they speak.

Just my .02.