Archive for the ‘Real Estate SEO’ Category

Marketing Today for Real Estate’s Tomorrow

Ever wonder why some real estate professionals jump to the head of the pack, while the rest sit back with unanswered questions and empty calendars? The most effective real estate agents understand an important principle in today’s market: a business will perform best tomorrow through effective online marketing today.

Minimizing marketing costs and extending market exposure are areas where real estate professionals  can really excel. Real estate agents understand what buyers, sellers and investors want and why- and they may even be experts in the art of the close – but what separates those at the head of the pack is becoming an expert on how to get there. In today’s modern marketplace, where the power has clearly shifted to the consumer, being ‘findable’ and accessible to all potential and current clients at every available opportunity is the real leg up.

Let’s face it, the process and commitment of leveraging tools available online is no longer one to procrastinate or underestimate. It’s a necessity of staying in the game.

Newspapers, circulars and penny savers are traditional advertising sources brokers and agents are familiar with. Real estate pros today need to think about advertising with online newspapers and industry directories, free online classified ad sites like Craigslist, real estate blogs, personal websites and social media channels. Deploying a broad online strategy with a focused message allows Realtors (and any entrepreneur really) to advertise their listings to as many people, for as little cost, as possible.

Advertising online effectively however calls for some insider knowledge of SEO (Search Engine Optimization). And the reality is that Real estate SEO and real estate SEM (Search Engine Marketing or Paid Search) today require more complex strategies than simple keyword inclusion.

Keyword density is important in enhancing your real estate search engine relevance. This keyword repetition can put a real estate website or blog on the map, but it’s important not to over-saturate (nobody, search engines included, wants to read text in which every other term is the same). Once you have created content in your own words that conveys your message, you need to make sure it reaches as many people as possible, and with a consistent message.

For Realtors, personal branding is, (in the age of social media), essential to establishing a stronger and more viable business presence. A brand is synonymous with quality in business. Put simply, a brand is a promise. And your personal brand is your unique market perspective, your value contribution to your clients. You need to establish yourself as a credible expert in the industry to gain your clients’ confidence, and spreading your message through social media can be a highly effective means to this end.

Real estate professionals should focus foremost on using social media marketing to access a greater audience and communicate with other like-minded professionals.

The goal should be to build an infrastructure of “friends”, and eventually, a community of your own. While Google+ is less business-promotion friendly for now, Hootsuite, Tweetdeck and Foursquare each offer real estate agents the opportunity to get the word out about their businesses routinely and conveniently from a smartphone, tablet, or any other device that can connect to the internet. Reaching this larger audience frequently, conveniently, and at a very low cost is the key to growing your sphere of influence and seeing real results.

For example, LinkedIn is still less popular than other mainstream social media platforms, but it can allow for very targeted prospecting in a professional, no BS environment. LinkedIn’s dovetail networking allows members to access other like-minded individuals with similar backgrounds, work history and interests, and to promote themselves to the job market. Once considered only a platform for individuals to connect with potential employers, it has evolved into a valuable channel for prospecting, product positioning, personal branding and viral marketing.

With so much to learn and adopt and so little time to do it- find a few avenues of modern marketing to get passionate about and hopefully it will feel a little less like a strain and more like a wheel in a well-oiled machine. If you’re a Realtor in today’s marketplace, you can choose to overlook new marketing mediums as trends that will phase, but chances are you are also choosing to be left behind.

Be proactive about growing a competitive business online, and contact Boston Logic today for a free consultation. Trust the experts…because we’re invested in your success!

The Three Pillars of SEO for Realtors: Strategy, Technology & Content- Part IV

Over the past few weeks we’ve framed what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. We’ve finished up our series with some advice about the Content component of increasing your web presence and remaining competitive online.

CONTENT IS STILL KING – OPTIMIZE IT!

With a strategy set and the right technology, it’s time to create some content! Great content not only engages users, it attracts links, comments, referrals, and search engine traffic. When content you create is optimized, it will be picked up by search engine crawlers and allow visitors who are searching for your content to find it and reach your site. We recommend adding new, unique content to your site at least twice each week- and keep in mind there is a direct correlation between the frequency with which you post content, to how successful that content is in attracting leads!

The Nitty Gritty

So you know what optimizing does, and you know how often to do it- but what are some day-to-day actions that you should take to actually get more leads? Watch our latest LogicClassroom video, Optimizing Your Content for Search Engines (and People!)- and you’ll be ready to go with a content bag full of techniques!

A great strategy and a great website platform will never be found if the site doesn’t have quality content and if it isn’t updated regularly. Blogging is a great way to publish content, and it’s smart to syndicate that content to sites like Facebook, Twitter, and LinkedIn.

Last Word

Getting found at the top of the search engines results is unfortunately not a black and white endeavor. While Google does use a mathematical algorithm to determine where your website ranks on a page, these equations are constantly changing in nature. It’s fair to say it would be impossible to keep up with all the calculations, particularly when you have a business to run. But there are some good places to start. With some commitment, and the right foundation, new clients will find you!

If you’re interested in learning more about how Boston Logic can help you with SEO, contact us today for a no-pressure consultation

The Three Pillars of SEO for Realtors: Strategy, Technology & Content- Part III

We’ve taken some time to break down what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. With some digestible facts and tactics to employ, we’ll cover what we think should be top of mind as you consider an SEO strategy, the technology behind it, and the content production involved- all with end goal of increasing your web presence and remaining competitive online!

We started with “The What & Why?”, and then we talked Strategy- now let’s cover the technology component.

Having the Right Technology Matters

I can’t tell you how often we speak to realtors and realize the technology behind their site is so antiquated that it will actually keep them from ever ranking in Google. It’s tough to swallow, but most real estate website platforms will actually keep your search engine traffic down. You have to have updated technology and you need to make sure the company you work with can perform.

When you’re shopping for a website provider, avoid the common pitfalls by first asking for numbers. Have the site provider send you reports from other sites built on their software- specifically, ask to look at traffic and inbound leads. Next, make sure your site includes a blog. The blog should be a part of your site. Your blog should not be hosted on blog.yoursite.com or part of some other website altogether like myblog.blogger.com. It should be an integrated blog. Example: www.yoursite.com/blog. The navigation of your site should be made up of HTML text links, not images. Finally, you should be able to edit the pages of your site with unique content. If your current provider doesn’t offer all of these features, it’s time to start looking for a new one. And these are just a few of the features you need. Doing your homework will payoff!

Once you’ve got your SEO strategy down with a solid platform behind it,  it’s time to think about CONTENT. Nailing this last component down will steer you towards the top of the Google results- this may seem old hat by now, but content really is still King! Stay tuned for our final thoughts about how to make search engine optimization work for you.

If you’re looking for a solid platform to help grow your online marketing efforts, and ultimately your bottom line- check out Boston Logic’s industry leading Sequoia software for Real Estate Professionals

The Three Pillars of SEO: Strategy, Technology & Content- Part II

Rolled out of a 4 part blog edition, we’d like to breakdown what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. Served up as digestible nuggets of information and tactics to employ, we’ll cover what we think should be top of mind as you consider an SEO strategy, the technology behind it, and the content production involved- all with end goal of increasing your web presence and remaining competitive online!

Last week, we kicked off with “The What & Why?” of SEO…

Now Let’s Talk Strategy

Getting found at the top of the search engines results is unfortunately not a black and white endeavor. While Google does use a mathematical algorithm to determine where certain search terms rank on a page, these equations are constantly changing in nature. It’s fair to say it would be impossible to keep up with all the calculations, particularly when you have a business to run. But there are some good places to start, and with due diligence and time, you can compete for a findable spot.

The most common mistake that SEO novices make is to assume that everyone types the same keywords into Google. That’s just not true! In fact, well-optimized websites see visitors who type in tens of thousands of different keywords.

Google Algorithm Trends

Even though you’ll never be able to dream up every term that someone might search on, that’s ok, because you don’t have to. A properly optimized site will rank in the results for tens of thousands of terms. So, your site will be found by people who search on all sorts of keywords, not just the ones you can think of.

Focus, focus, focus!

Still your site should be focused on the markets you serve and the kinds of buyers and sellers you want to work with. For agents, we always recommend to focus, focus, focus! If you work in Los Angeles, for example, there are literally thousands of realtors who might try to rank on page 1 in Google for a term like ‘LA Homes.’ Why set yourself up for all that competition? Pick a few smaller towns and neighborhoods you know. Focus your efforts. Then, you’ll start seeing the leads come in for buyers and sellers who want to own or sell in the markets that you know best.

Now that you’ve done your research, and you’ve got a pretty good strategy mapped out- what’s next? Our next edition will focus on the technology component of SEO. A blueprint isn’t any good without a foundation- like a house built on cement, a good SEO strategy needs to be backed with the right technology.

Learn more about how Boston Logic helps Real Estate professionals map out successful SEO strategies and run online marketing campaigns that produce results!

Why Your Blog is Bad and How to Make it Better

After reading a great – and true – blog post on “7 Reasons Your Blog Sucks (and What to Do About It)”, I had to comment and share my thoughts. Blogging about real estate can often be frustrating: trying to generate interesting, consistent, and good-quality content frequently can be a daunting task. What’s more, that in the real estate industry, readers aren’t exactly actively engaging with blogs or becoming loyal fans and followers.

That’s not to say that this isn’t possible. Usually the problem is either lame content and not being consistent with your content. Don’t forget, it takes more than the bare minimum of just throwing content once a week up on your blog: you are competing for your readers – and potential customers – online attention. And if we know anything about browsing the web, the online reader isn’t a patient one.
blogging for real estate
Here are some top mistakes that we see non-real estate SEO clients make every day, and some tips on how you can think about blogging differently to overcome them.

1.) No content strategy goals

You either don’t have a goal, or are all over the place. Take a minute to think about where you are trying to go with your blog and what statement you want to make. Are you writing to build a brand, build influence, or increase your leads? Your goals will shape your blogging strategy, and you need to make sure this message is conveyed accurately internally.

2.) Internal resources aren’t organized

Who writes your content and manages your social media profiles? My guess is, you’ve got one person for your company that you hope is blogging at least once a week. Identify who this person or team will be, whether its a requirement of all your agents to post once a day, or you and an intern writing once a week. If you don’t have a blog yet, start small and test-run a Sequoia real estate website with blog feature for 6 months to see how your business benefits. Create a solid team, and compile data to have a common ownership of the blog within your company.

3.) Real Estate niche is undefined

As with businesses in general, its so much better to have a specialized niche. The same applies to your blog: the less your posts are all over the place, the less targeted your message and your audience will be. Think about your target market and what they want – now how can you solve their problems? What are they concerned about?

social media real estate business accelerator!

4.) Not listening to your audience or clients

We tell clients that blogging is the best way to assert yourself as an expert in your field of real estate. But how can you position your company as an educator if you don’t know what your clients’ problems are? There are great “listening” tools like Google Alerts or Radian6 that you can employ to be on top of the latest news and issues of your market. From here, you can generate blog material in reaction to what you read.

5.)  Your blog is boring

Here is where we have to be honest. Many real estate agents and brokers are not really writers, and the content your blog pushes out reflects that. It may be worth bringing in some fresh perspective with younger interns or agents that have expressed interest in writing to help stimulate interesting blog ideas to give you different angles to pursue.

Try and be the journalist that attracts your readers’ attention. Stories are everywhere, from interacting with clients to your kid’s dentist appointments. You can also tie in a recent news event or real estate market development: and the faster you are with these, the better. Have a defined, committed point of view – and finish it off with a great headline, like a “How-To” post or “Are You Paying Too Much To Sell Your Home?”

blogging for real estate

6.) Lack of authentic material

People don’t care about press releases. Sorry. They want to talk and leave comments for actual people, not droning company robots. Here’s where speaking about your personal experiences really comes into play – “I just met with this seller, and ran screaming from the house…” These are memorable, and make people connect to what you are writing about. And, clients prefer to work with “real” people.

7.) No publishing system

We emphasize constantly that consistent blogging is horribly important. However, there is a system that should be put into place. It starts by monitoring relevant and trending topics, aggregating the “noise” into relevant topics, creative writing and editing, and ends with measurement with Google Analytics. You need to have this process in a calendar to make sure you meet deadlines consistently, and over time you will become more efficient as blogging becomes part of you or your team’s routine.

8.) No “BOOM!” Ending

Remember in high school when your teacher told you to write a captivating conclusion that leaves the reader in reflection of what they just wrote? Don’t leave your readers hanging. Pull it all together, and throw some punch in there. Also don’t forget to continue the momentum with a strong call-to-action.

So go forth and make your blog the best it can be. Social media sites move quickly, and every reader that bounces of your blog is another opportunity lost. Don’t be overwhelmed by this list: tackle one issue at a time, and over the upcoming weeks your blog will be back on track.

Contact Boston Logic today to inquire about our real estate SEO services, and to learn more about how you can optimize your website, blog, and social media profiles for success!

Source: 7 Reasons Your Blog Sucks (and What to Do About It)

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