online marketing guide for realtors and real estate agencts

Online Real Estate Marketing: Ultimate Guide For Agents and Realtors

Real estate is a business that continually changes. What brings multiple offers today may sit on the market for months tomorrow.

If your livelihood is dependent upon real estate, you need to find a way to work with this fluctuation.

Gone are the days when word of mouth was all it took to find buyers and sellers. Today, lead cultivation and finding new clients happens online.

Your website can be your most significant marketing tool.

That is if people can find you online among the countless other agencies and realtors.

To succeed as a realtor in 2019, you need to have a strong online presence.

You need to understand online marketing best practices that help you stand out as the real estate agent clients want to work with.

This guide is designed to give you the tools you need to create a marketing plan that will help put you in a position to compete with others in your field.

ealtor sign with a sold house behind

Real Estate Marketing Ideas

The content on your website serves two primary purposes. These are to convince visitors to do business with you and for search engines to rank you high in search results.

Each of these things will help increase your SEO ranking when done correctly.

1. Create a Review Generation Strategy

The best place you can get reviews in the eyes of search engines is on Google. Ask as many of your former clients as possible if they will post a review there. The ideal review will be at least 200 words so ask if they can go into detail. It may be difficult to ask if you are not in the habit of marketing, but each review will add to your ranking algorithm

2. Write Quality Content

Create multiple pieces about the same subject but use different keywords. For example, you can write about the best family-friendly areas in your town.

On one piece, focus your keywords on the quality of education and another piece around events that are family-oriented in the area. In this way, people searching for both will end up at your site. The content will read differently to them, but the search engines will see the content as related to real estate in those areas or real estate search engine ranking.

3. Ensure your content is localized

Include as much city-specific content as possible. The more local and more recent the information, the more likely the search engines will score you highly.

Talk about local construction projects, annual festivals, changes in city policies, and other matters related to these things. Make your website more about what life in your area is like rather than entirely about buying and selling a property.

4. Write an Ebook

Create a guide that will be helpful to potential clients.

You can write a report on the benefits of staging your home for sale or what things to look for in a retirement home. The more specific you make the guide, the more likely search engines will pick it up.

If possible, have the title answer a question that your ideal client would ask. Search engines are becoming more question-oriented on searching. Instead of “Staging Your Home,” consider “Why Staging Your Home Increases Value” or “How to Effectively Stage Your Home for Sale.”

6. Develop an online tool or resource

Provide online tools like mortgage calculator on your site. This will allow search engines to include your site in searches for these tools to increase the value of your site in their eyes.

Example of an online tool for realtors

a screenshot of a mortgage calculator online tool sample

7. Make sure you correctly format all contact information

Google likes to know you are a real person and your business is a good one. By following the same format or NAP on your website and outside sites, you give them another form of verification.

a screenshot of the seoexpertbrad website number samplea screenshot of the seoexpertbrad google my business number sample

8. Start a blog.

Add a resourceful blog to your website.

Search engines like great content that is regularly updated. A blog is one of the best ways to provide this periodically adding content.

9. Find ways to keep visitors on your website longer.

Offer an interactive map that allows them to find restaurants or specialty shops in the area.

Include videos that take time to watch and point them to other areas of your site. Make your website a fun, informative place and your visitors will stick around longer and visit more pages. This is something search engines look for and like. You will rank higher in search results if you can retain the interest of visitors.

a white tablet with an interactive map on the screen and one finger point it.

10. Make your website mobile friendly.

Over eighty percent of today’s website access is done on some type of mobile device. Create a site that is easily viewed and navigated on as many mobile devices as possible. This increases the number of people who visit, and ultimately it moves you up the search engine ranks.

11. Build Citations in Local and Realtor Directories

Getting listed in as many directories as possible will help add backlinks to your website. backlinks are essential to search engines.

Directories of local businesses hold a great deal of weight. At the very least, make it a point to get listed in real estate related directories. The top four directories you need to be registered in are Trulia, Zillow, RedFin, and Homes.com.

social media in a hand of a person

Develop a Social Media Marketing Strategy

If you are not using social media to promote your real estate business, you are missing out on one of the most effective ways to boost your sales.

It may seem overwhelming to dive right into the social media world, but once you get started, you will be surprised at how intuitive the process is and how beneficial it is to your business. Social media also has the advantage of allowing you to implement a marketing plan at little to no expense.

Types of Social Media Marketing For Realtors

Develop a Facebook page

This is probably the most well-known social media outlet. To use Facebook effectively, you want to provide content that people want to see. Include listings of course. Sharing interesting real estate articles, home maintenance tips, and other content that your clients may find interesting will also boost engagement. Sharing local community events that have nothing to do with real estate is also an excellent way to make your page relevant to local consumers.

You need a Facebook business page, preferably one with many likes. This is one place you want to interact regularly. Have any blog posts automatically posted here. Make sure you include your website URL in the About section and add as much detail as possible in the Contact Info section. This will indicate to Google you are sincere and will give them more reason to rank you higher.

Instagram, Post pictures of your listing

Instagram is the ideal tool for real estate sales. You can post pictures of your listings easily, and get instant feedback on the popularity of each one. This platform is most often accessed on mobile devices, which makes it great for on-the-fly updates. You aren’t limited to photos on Instagram; you can also post short video clips.

Twitter, Tweet listings

Twitter may not be as widely used as Facebook or as good of a fit for real estate as Instagram, but it is an excellent platform for real estate agents. One of the main benefits of this platform is the fact that you are limited to 280 characters when making a tweet. Sure, you can link to a screenshot of a longer message, or post a series of tweets to go longer, but the beauty of Twitter is crafting short, well-thought-out postings that generate interest and leads. Tweet listings and retweet links to articles on buying, selling, moving and other subjects that will interest your subscribers.

Utilize LinkedIn.

LinkedIn is generally considered the professional’s choice for networking. It is not as intuitive to use as many other forms of social media, but once you get the hang of it, you gain access to a rich variety of features. These include private messaging, blogging, and group discussion boards.

Don’t be afraid of Snapchat.

Snapchat has a reputation as the social media platform for young people. Don’t let that keep you away. This platform is all about photographs and videos, making it the perfect place to market your listings.

Managing Your Social Media

Take control of your accounts.
Managing your social media accounts is not something you want to pass off to an assistant. It is also not something you want to put on the backburner. You want to be in control of the image you are presenting, and you want to display a consistent message.

You can simplify the process of managing your social media by using a program such as Hootsuite, which allows you to schedule your posts in advance. Even when using these programs, it is critical to stay on top of social media postings. Responding to comments and making posts about timely issues are two keys to creating engagement. There is no replacement for the personal touch.

Use pictures and videos to your advantage.
The ability to post multiple photographs and video clips across various social media channels is one of the enormous advantages of implementing a social media plan. Buyers love to see pictures, the more, the better. Load your social media up with quality pictures of your listings.

Measure your success.
Since you aren’t a social media professional, such as a blogger or influencer, it may not seem important to keep track of your social media statistics. The fact is, you are putting effort into social media, so you want to know what works and what doesn’t. Pay attention to what types of posts attract the most significant numbers of likes and shares, as well as the type that garners the most comments.

Things to Remember When Using Social Media

Build connections by promoting the town, not the listing.
If you only include listings in your social media, you limit your pool of existing followers. By including town information, you become a community page that builds engagement. By sharing information about the town, you can also attract people who are looking to buy but may not have considered that area.

Be professional, but be yourself.
You want your social media accounts to feel authentic. Anything that seems too promotional or highly curated is a turn-off to potential buyers. When posting content, whether it is a listing, an article you are sharing, or something you write yourself, it is essential to use your voice. Be professional. Anything you share, is a reflection on you and your business.

Stay in contact.
Social media gives you a fantastic opportunity to engage with potential customers. These people are coming to you with questions and comments. Also check your comments regularly and reply as soon as possible. As informal as this process is, it is important that you take the time to craft professional and well thought out responses.

Remember, everything you post is a reflection of your business. You should develop a plan for dealing with negative comments early on. Deleting complaints and comments you disagree with is not the best idea, people will notice, and you will lose credibility. Sure, there is always the occasional troll that is just commenting to stir things up, but legitimate negative feedback should be addressed.

YouTube Video Marketing

People are in love with watching video on their mobile device. Use this to your advantage by starting a YouTube Channel with your listings, providing walkthroughs on live video, and otherwise creating exciting content that will keep people coming back. Many people aren’t comfortable in front of a camera, and that is okay. Just because it doesn’t come as second nature to you doesn’t mean you can’t do it.

Keep working on your on-camera skills, and you will be surprised at how quickly you improve. Consider investing in a class or even using online tutorials to develop your live video skills. The ability to post professional quality, real-time videos of your listings will help you stand out in the crowd.

Social media is something that nobody who wants to succeed in their field can ignore.

You do not have to have accounts at all the social media sites. You would not have time for anything else if you did. Consider adding the following to your toolbox.

Youtube is one of the best friends you can have outside your website. People often search for videos over written content, and you can take advantage of this by creating weekly videos.

The content can be walkthroughs of properties you have listed, tours of your area, how-to videos related to buying and selling a home. Or anything related to your geographical area or real estate. YouTube has the advantage of being able to optimize your video to help SEO.

*Use geo-tagging

*Include contact information

*Enable automatic posting to Google+

*Link to your website

Pinterest

Pinterest is a visual-based social media platform. Selling homes, you have an excellent opportunity to utilize the visual nature of Pinterest. The more boards your posts get re-pinned on, the more backlinks you receive.

Keep Learning

Social media is continually evolving. This is not a medium where you can learn the basics and stick with it.

Once you have mastered Snapchat, something else will come along. By staying on top of evolving social media, you will have the upper hand. Keep your listings up to date across all of your social media channels to make it easy for anyone to find you. When you hear about a new app that people are using, explore it. Don’t be afraid to be an early adopter.

Social media can be a massive boon to your real estate business. Social media allows you to get your listings in front of an unlimited number of eyes for very little financial investment. Once you become proficient, you may want to explore Facebook ads or sponsoring posts on other platforms, but there is no need to do that early on.

Finding and Using Local Keyword Targets

Ask yourself what your clients may be searching. Think about what matters the most to them and the queries they may make.

The key to a useful set of real estate SEO and marketing keywords is to think regarding local and narrow. You want to be considered the top real estate agent in your whole city, but so do the numerous other real estate agencies and individual agents.

All your competitors in the area will be using keywords such as “Miami realtor” or “Homes in Pittsburgh.” The way to get more direct hits is to think along the lines of “Family homes in Pittsburgh” or “Retirement houses in Miami.” If your town is divided into various sections, narrow your terms even further. The idea is to get people to contact you. Once that happens, you can share your listings throughout the entire area.

Think about the features of your best properties. Is there some commonality they share that can help buyers or sellers focus on you? For example, do you tend to have listings of upscale properties, eco-friendly homes, or homes near schools? Now, look for ways to include these unique features in your keywords. This will enable people who have special requirements to find you easier.

Now you have a specialty that helps you stand out from all the other realtors in the area. Keyword research takes time to learn and can be confusing at first, but finding the perfect words will be worth that time and effort.

Now that you have your keywords, what do you do with them? Now it is time to build your website. As you create each page of your website, these keywords have several places that will make them noticeable to search engines. They should be placed:

*In your URL

Ex.

a screenshot of a keyword in the link URL sample

*As part of your page title

Ex.

a screenshot of a keyword in the page title sample

*In the content of your page

Ex.

a screenshot of a keyword in the content sample

*As the title of images

*In the image alt tags

Ex.

a screenshot of a keyword in the title of the image and image alt tags sample

Note: When placing your keywords in the text on your page, you need to think less rather than more. If you use the words too often, Google considers this “keyword stuffing” and will take points away. You should aim to include your keywords somewhere between one and two percent of the time.

As long as your words are in the URL, images, and titles, it is better to concentrate on writing the best content you can and then to go back and to see if the words fit anywhere naturally. If so, add them in. If not, don’t worry about this.

diagram of property valuation for professionals

In Closing. Drive Real Estate Leads With Online Marketing

Real estate can be an exciting field. It can also be a difficult one.

Once you have set up your website, the marketing can begin. You cannot just leave your online site to collect dust.

The internet is as ever-changing as the field of real estate, and you will need to adapt consistently

Whole books have been written on the subject of online marketing. With the search engines changing their algorithms frequently, it can be challenging to stay on top of all the best practices of the subject.

Hopefully, this guide has given you enough information to generate new leads and land new clients.