If you are a digital marketing/SEO person in your real estate firm, or if you work for a digital marketing company serving clients in the real estate industry, you would want to read this. Your time is valuable, so let’s jump in.
Having owned and managed a website design and digital marketing agency for over a decade, I have seen many changes in the internet marketing/SEO industry. Meanwhile, one thing I see changing very slowly is the way real estate professionals are responding to online marketing. Very few seem to invest in an effective marketing web page for themselves.
Often, real estate professionals state that their website doesn’t bring in many leads and that most of their incoming leads are from word of mouth referrals. However, they seem to overlook these three facts which might cause their web pages to underperform:
Most customers today Google-search potential provider(s) before deciding on one, even when they were referred to that provider through word of mouth. Meanwhile, the approach real estate professionals take most often is to use their default corporate web page. Sadly, these pages don’t always look that great, nor are they user friendly in most cases.
Although a few professionals do take it a step further to build a dedicated website for themselves, many don’t know the best way to present and market their landing page effectively. We all know that first impressions are critical.
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There is often a limitation of what real estate professionals can change on their corporate profile page which makes it almost impossible to optimize the web page’s title tag and description tag for local searches (on Google.com). Also, it’s tough to get your real estate educational content onto the corporate web page to show your own expertise.
Just with real estate buyer agents alone, research has shown that 48% of buyers’ inquiries never receive a response. This is most likely caused by communication issues. That’s why each professional needs an effective landing page — one that makes it easy for potential customers to contact him/her and will send and receive messages successfully.
Plus, wouldn’t it be great if there was an immediate automated system/auto-reply to all new customer inquiries while buying some time to get back to each lead personally?
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Here is the anatomy of an effective real estate professional’s web page:
Since the first impression is the key to whether the web page brings in leads or not, your clients want to provide the useful information which potential customers want, such as:
1. Full Name
2. Company Name
4. Clients’ Testimonials
5. Educational Content/Video to Show Expertise
6. Contact Info
In addition, the landing page needs to be optimized, search engine friendly, user friendly and mobile friendly. This way, local clients can find your client’s landing page on search engines (Google.com and Bing.com), and they can learn about him/her with ease, which are also factors of an effective web page.
Your clients may have many profile pages online and perhaps even a dedicated website. And if their budget allows, they might also periodically update their dedicated website to keep it current. To maximize efficiencies, best practices would be to link all profile pages to the landing page on their dedicated website along with an email and phone number so potential customers could contact your client easily.
If your client doesn’t have the budget for that, you can register a HOMEiA dedicated profile page for your client for free and use it as their landing page to track incoming leads. All customers who contact your client through his/her HOMEiA profile page belong to the client — 100%. The client can keep costs at zero to see how an effective HOMEiA web page works. And, since it is free and all leads gained are also free, the return on investment here is 100%.
Here is an example of a real estate agent’s dedicated page
If your clients are fluent in more than one language, you should highlight that on their HOMEiA profile page. You can even take it a step further by adding a banner in each language to complement the biography section. This is an important factor that could tip the scale in your client’s favor as potential customers compare him/her with other local professionals who don’t speak their preferred language.
At HOMEiA, we constantly test and improve our members’ landing pages to make them THE most effective and useful web page possible. If you are a digital marketing person, you already understand how this approach can move the needle for your clients or your team.
Once you experience real results with this process, you can sign up for our Content Educator program. In that expanded program, our team of SEO/digital marketers at HOMEiA will help present your client(s) to an even larger audience.