Posts Tagged ‘optimizing content’

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 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!

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

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!

Let’s Start with the “What” & “Why”

Search Engines are the single biggest source of traffic for most websites. Search Engine Optimization (SEO) can be simply defined as the process of getting found on search engine sites like Google, Bing, and Yahoo! On the technical level, SEO considers how search engines work, what people search for, the actual search terms typed into a search bar, and which searches are preferred by your targeted audience.

Why is it Important?

Well, h2001 pie chart imageere are the facts: According to NAR’s 2010 “Profile of Home Buyers and Sellers”, 89% of home buyers searched the internet ‘frequently’ for a home in 2010. And the share of home buyers who found their home on the internet jumped from 8% in 2001 to 37% 2010. Not surprisingly, these numbers are continuing to grow.2010 pie chartWhat Does it Get Me?

The next logical question is, “what exactly does SEO get me?” It gets you LEADS. And not just any leads…but qualified leads. These are the buyers or renters searching for specific types of properties in specific markets – and when they do search you want to be found right at the top of the search engine results.Capturing LEADS

Finally, SEO is a rare marketing medium. For most marketing media, consistent investment will get you consistent, flat returns. This is much like renting a home. You pay a fixed rent and you get a place to live. When you invest in SEO, you’re constantly building on your earlier investments. This is like buying a home instead of renting. Your dollars build equity. A well implemented SEO campaign sees better and better results as time goes on. Your website traffic and lead count goes up and up and up!

Stay tuned for the next edition, and we’ll talk STRATEGY.

Want to learn more about how Boston Logic helps Realtors deploy a comprehensive and successful Online Marketing campaign? Contact our Marketing Team today! (There’s no pressure, we promise).

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