The perfect Realtor® marketing attack is a triple-threat that includes your print materials, signage/ advertising, and your website.
You may worry that every other Realtor has a website, so they aren’t very effective. But the good news is very few of them are running it the right way. Creating a top quality online presence is easier than you think and a few simple tweaks can separate you from the rest.
Here’s how to make your website really work for you.
You can do your website a lot of good by keeping up a strong and active social presence. This will only cost you your time, and it’s time very well spent.
“If you haven’t noticed lately, Google is putting a lot of emphasis on social sharing,” wrote real estate strategist, Andrew Molz.
“It’s a good idea to get out there and get active if you want to rank in your city for a particular keyword phrase. Best of all, the social media pages are absolutely free, so you’re not paying out of pocket for any charges.”
Don’t Confuse Flash with Function
You may get discouraged by a rival’s website. It’s cool looking, has all the bells and whistles, and cost them a fortune. Good for them, but that doesn’t guarantee success.
Many Realtors® will recruit a web design firm, a photographer, and a copywriter to work on their website. That’s all wonderful, but not a prerequisite.
Professional headshots are essential, and high-end graphics are wonderful, but they don’t make up for a bad user experience.
True, you want to impress the site’s users. But you don’t want to confuse them. A busy and flashy website runs the risk of information overload. That’s bad. That causes people to visit the site and give up without contacting you.
Make it Really Easy to Contact You
Remember, your website alone doesn’t sell houses. You do.
You should never be more than a click away. Your site should show people your listings, then get them in contact with you in as few clicks as humanly possible.
So make sure your contact information is always in the footer of every page. And strategically place your “Want to know more” lead form on the side of every listing.
Know What Keywords to Target
There are a few great ways to find the keywords you should target for free. “Houses for sale + your site” is an obvious one. Now take it a step further.
Enter words you think you need to target into Google and see what it autocompletes after the phrase. The words that pop up next are often searched for, so keep them in mind.
Also, Google a series of words you think you should target, like “Realtor + your city.” Now scroll to the bottom and look at the “Searches related to” section. Those terms are also phrases you should target.
Know the Right and Wrong Ways to Use Keywords
Be mindful of keywords, but don’t overstuff them into your website’s writing. This can really hurt the flow for your readers. Remember, write for human beings, not search engines.
That said, you do want to use them where you can. Remember optimum keyword density (the number of times you use a keyword per page) is only about 1.5%. So you only need to use a keyword three times in 200 words. That should happen pretty organically, without the need to force it.
Be a Blogger
Blogging takes time, but it’s worth your while to get really good at it. This really helps you own your local market.
Remember, Realtors® need to offer real value in their blogs.
“The good news is, even though we know how important content is, most real estate professionals still are not providing fresh and useful information on their websites,” wrote RealtorMag.org’s Stephanie Hahn.
“Focus on the neighborhoods you work in (or want to work in) often. Talk about the local market statistics or events around town, spotlight a business, try a ‘man on the street’ interview, or just showcase a subdivision or a section of a neighborhood.”
How is your website performing? Let us know your frustrations and triumphs in the comments below.