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Real Estate Marketing 101

By Ben Shepardson | August 8, 2017

Marketing your real estate agency to get leads can sometimes prove as time-consuming as working with those leads once you get them. However, in today's competitive market, it's becoming increasingly more difficult to survive on word-of-mouth alone (and you can bet your competitors aren't!), which means you need to invest in some additional form of marketing.

Whether you're just getting started in real estate or you're just now prioritizing your real estate marketing strategy, take a look at the bare bones basics every real estate professional should use:

Real Estate Website Marketing

Your website might be your first impression with a prospective client. Studies show that 90% using internet search at some point in their buying journey, with 42% of home buyers search online before connecting with an agency. In addition, more than half of all home buyers in 2015 found the home they purchased on the internet.

Having a strong website for real estate agents isn't just a competitive advantage - it's becoming more of a necessity to compete with sites like Zillow and Trulia that also cater to For Sale By Owner properties.

Here are a few quick tips to get your real estate website on the search engine radar:

  • Register your agency on business directories like Google My Business, Manta, Bing!, Yahoo, and others
  • Ensure each business directory and web page includes a consistent NAP (business name, address, and phone number)
  • Include the names of areas you serve on your website (ie neighborhoods, towns, and communities)
  • Update your website frequently

Content Strategy

Once you've established your real estate website, consider including relevant resources other than your property listings. Many real estate agencies have started their own blog that helps attract clients to their website.

A real estate blog should focus more on helpful information rather than sales-related messages. By providing your community with valuable real estate resources, you can build your reputation as the thought leader or go-to source in your area.

In addition, you can use your blog content to share on social media and other marketing outlets to drive more people to your website. Here are a few blogging topic ideas to get you started:

  • Articles that answer common questions for property buyers, renters, or sellers
  • How-to walkthrough's or videos, such as a DIY project
  • Tip sheets for buyers or sellers, such as what to look for in a home or questions to ask before partnering with an agent
  • Interesting home facts or fun home features
  • Community events and happenings

There is somewhat of an art to blogging if you want to boost your website traffic. If you are not familiar with SEO (search engine optimization) techniques, consider partnering with a content writing company that can help optimize your blog content for better results.

Social Media for Real Estate

At the very least, you should consider establishing a Facebook business page. Facebook is often used as a secondary resource for prospects looking to connect with an agent, and it should function as an extension to your web page.

Here you can share all that great content you created for your blog, as well as respond to prospective clients, earn star ratings and reviews, share listings, and build an audience within your community.

Generally, you'll want to follow the 80/20 rule: 80% of what you post on social media should be informative or valuable, while 20% can be sales-oriented. People who receive little to no value from what you post are less likely to engage with your content, so make sure you give them plenty of reason to stay connected with you.

What are you doing to market your agency? Drop us a comment below!

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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