Marketing is part and parcel of any realtor’s job on an almost daily basis. It has evolved over the years, and most recently, especially during Covid, that marketing has moved online. As everything related to real estate goes digital, real estate agents need to find a way to deftly navigate this new online world. Consumers who need realtors trend younger, so the need for a clearly branded online presence increases significantly.
The old adage of the Four Ps of real estate marketing may still be alive and kicking, but there is a way to modernize it for the digital world we now inhabit, especially concerning promotion.
Whether you are just getting started or are an experienced realtor looking to attract new clients, these marketing tips will help you create a successful marketing plan. The first step of a lead generating marketing plan is to create a website or to modernize what you already have. Most consumers, especially younger generations, search the internet to investigate products and services before they buy. Finding a realtor is no different. Your real estate business website will show prospective clients who you are and what you have to offer.
Studies from the National Association of Realtors indicate that most people only interview one realtor when selecting an agent to help them buy or sell a house. Therefore, your branding needs to be at the top of the Google searches because you want to be the one they interview. You want to build awareness and get in front of the buyers and sellers as soon as possible. Proper SEO helps you reach goals faster by bypassing the competition. Digital marketing strategies are critical for you, and SEO for real estate agents is a major part of any marketing and lead generating strategy.
SEO helps to create brand awareness through people seeing your brand name on the first page of SERP (Search Engine Result Pages). This view of your presence on that first page of results provides your brand with panache making them remember you. This strategy helps to ensure that potential clients can easily find you when they search the web with popular search engines like Google. Buyers and sellers are more likely to opt for a brand that ranks higher than others that might be better or bigger but less present online. Being at the top of a Google search IS what SEO does.
SEO is important because it moves your brand to the top of the searches like “real estate agent” or “broker”. Being the top search generates clicks and leads that become clients with who you build relationships, often for the long term. Your conversion rate from a “click,” which simply means someone goes to your website, improves. As you bring in more customers through your superior real estate agent SEO, you close more sales and reach your goals. Additionally, your enhanced SEO will lead to more targeted traffic to your site who have the intention to move forward with you. The increased visibility means more leads. Lead generation is the initial step to a new client for life. In fact, this all makes your website faster and more convenient, which evolves into even more leads and clients.
The reason SEO works so well to generate leads for your business is the psychology of social proofing. Social proof is based on the idea that because people want to conform and fit in so as to be liked by or accepted by the influencer or society. Social proof persuades people to behave in certain ways. For the real estate agent, you want your influence to persuade potential clients to click on your site and hire you to buy or sell a home.
“When we feel uncertain, we all tend to look to others for answers as to how we should behave, what we should think and what we should do. This psychological concept is known as social proof. It occurs as a result of our natural desire to behave in the correct manner and fit in with others. It can be easy to assume that everyone else has a better grasp of what to do in a given situation. Social proof is especially prevalent in ambiguous or unfamiliar conditions, or in big groups. It affects us both in public and in private.” Social Proof: Why We Look to Others For What We Should Think and Do – Farnam Street (fs.blog)
Once your potential customer has reached your site, they see testimonials of current and former clients raving about you and your excellent service. These testimonials are your social proof. Another indication of your influence is the number of clients you have or had, so you will want to state this in your bio or on your website. This shows the wisdom of the crowd who have done their research and selected you as their agent. A final tool to indicate your social proof is social media presence. An entire marketing plan can be magnified or derailed by social media presence, so you must be sure to have a solid plan with quality content that is personal and unique to you.
“Social proof is an important part of executing your landing page strategy. As customers, we buy products that make us feel good about ourselves and make us better. By using social proof in the form of testimonials, reviews, and trust icons you’re helping customers make a decision, feel confident about their choice, and a part of something bigger.” Talia Wolf, GetUpLift.co Social Proof: What It Is, Why It Works and How to Use It (cxl.com)
Other ideas for marketing your brand include writing content on topics interesting to buyers and sellers. The content could cover basic FAQs, helpful hints on local interest items, how to use a mortgage calculator, and so on. Here, you want to be viewed as an expert to build trust and gain social proof. The content supports your SEO as well to keep you top of both mind search engines like Google.
Building SEO for real estate agents is worth the effort due to increased traffic to your landing page and more clients. A major benefit is that results are long-lasting. Your goal is for your small business to take one of the higher-ranking positions in SERP and remain there long enough to raise brand awareness and improve conversion.
SEO is cost-effective because once you attract the right traffic and start converting, you will not be spending much on SEO. Your ranking will be enough to attract customers without paid marketing campaigns. Of course, you must maintain the SEO, but the cost of that service is significantly lower than ads.
As you can see, the benefits of SEO lead generation for small businesses can be enormous. When you optimize your website for search engines, you are making it more convenient for your future clients, and they will reward you.
Having a website is non-negotiable today. Having a website, though, is not enough. It needs to be unique, personal, modern, and easy to use. Seems obvious, right? The question then becomes driving traffic to your fantastic new website. This is where SEO, search engine optimization, comes into play as a major force.
Now that you have people landing on your page, will they be inspired to hire you? Is your website fresh, unique to you, full of relevant ideas? Is it navigable? Are your main website and various profile pages linked? Are the images on your page interesting, modern, and clean? Positive answers to these questions are vital.
Having a modern website facilitates getting your brand noticed in the industry including by partners such as mortgage brokers, stagers, title companies and inspectors. These networks can be utilized efficiently through your website. So, your website is multifunctional addressing both customers and partners.
In general, your website will host your content, link to your social media, include local interest tidbits and provide general contact information. Include listings, not just yours, and update them regularly to keep prospects returning to your site while they search for properties. Other ideas are to include a mortgage calculator, FAQ section, neighborhood listings and client testimonials.
To expand and grow, digital marketing campaigns are necessary. The benefits are enormous, and the cost is minimal compared to the growth you are surely to see. The benefits you will see include:
• Improved online visibility
• Establishment of trust and authority in your area of expertise or niche
• Enhanced credibility
• Boosted brand awareness
• Increased lead generation and conversions
• Heightened site traffic
• Widened market reach
The tools to achieve these benefits include original content, a Google profile, solid social media presence, and a website personalized to you. These tools get you where your target market is.
In his blog, Matthew Bushery states,
“Unique. Original. Remarkable. It is difficult to develop real estate marketing ideas day in and day out that meet each of these criteria — especially when you spend much of your time on the road meeting with clients and leads.
Sometimes, however, the best remedy for marketing fatigue is thinking outside the box and identifying ways your primary marketing channels – website, SEO, email marketing, paid advertising and social media content – can differentiate your agency or brokerage from the competition.”107 Outside-the-Box Real Estate Marketing Ideas & Tips (With Examples) (placester.com)
Social media has become one of the most employed platforms in the digital world. As such, a solid social media plan is critical to reach your market. Social media allows you to humanize your brand to make personal connections with your targeted audience. In 2018, a survey conducted by the NAR in 2018 showed that over 90% of home buyers start searching for homes online. You want to reach those initial searchers and entice them to land on your page through relevant digital content.
What is a real estate agent to do who wants to maximize their online presence to grow their business in an efficient and cost-effective manner?
That is easy – let Limited Edition take over all the technical aspects of a digital marketing campaign! We are the experts in web design that is modern, clean, effective and user friendly. We are your partner to grow your business and help you attain your goals. Your newest customers are out there. It is just a matter of reaching them through a detailed, organized, and effective digital marketing plan that leaves an impression.
Limited Edition develops the website, creates content to drive SEO, and leverages your social proof gained through social media. We manage all of this so you can focus on your daily work. Our expert crafting of content creation to maximize SEO is state of the art. Using one company to manage your entire digital marketing strategy including the website, SEO, and social media, alleviates your need to track various domains and companies. The good news is Limited Edition can cover everything in your digital marketing strategy.
As you ponder implementing all these great tools for lead generation for your real estate business, you may feel overwhelmed. Do not fear! Just as you are the real estate expert, we are the digital marketing, SEO, website building experts! Limited Edition can prepare a package tailored to your realty business needs. Let LE manage your SEO lead generation strategy today for a brighter tomorrow. Contact us today here.