When running your own real estate business, it can be easy to approach marketing as one big task. That approach can make it feel like there is less on your plate. In reality, marketing is a much more sophisticated and nuanced discipline. Two important aspects of this discipline are awareness marketing and lead generation. This article will discuss these two complimentary forms of advertising, exploring their effects on each other, and in turn, your business.
This month’s “From the Trenches” post comes from Lisa Archer, co-founder of The Geeky Girls. Lisa is a licensed realtor in Charlotte, NC, where she is the Chief Opportunity Officer at Live Love Realty. Live Love Realty currently operates out of seven locations, with two more opening soon. The Charlotte office alone had $50 million in sales last year.
Lisa has spoken at multiple real estate conferences, including Inman Connect, Agent Reboot, and Keller Williams Mega Camp. She was also voted one of the Inman 100 Most Influential Leaders in Real Estate for 2013 and 2014, and one of the Swanepoel Power 200 for Social Media. We’re excited to have her share some of her expertise!
This week, we have a guest post from Raj Qsar, principal and owner of The Boutique Real Estate Group in Orange County, CA, a contributor for Inman News, and one of the Top 100 Most Influential Real Estate Leaders for 2013. His company is one of the most dominant real estate firms in Orange County. They focus heavily on utilizing technology to provide more complete and convenient service to all of their customers.
We’ve all got 24 hours in a day with which to work, play, and sleep (if we’re lucky!). Anyone working in real estate is, no doubt, acutely aware of the scarcity of time in their day. Between meetings, constant showings, and 24/7 client calls, it’s natural that real estate agents value their time at a premium, and spend it doing what creates the most value for them.
Have you been trying out different marketing strategies for your real estate business, but are having trouble seeing the fruit of your labor? Have your marketing efforts increased traffic to your website, but do you continue to struggle to convert that traffic to new leads? The problem could be your landing page.
Your landing page is one of the most important factors in determining whether or not a page visitor becomes a lead. Your landing page needs to be a different than your homepage. For each new marketing or ad campaign you run, you should be driving traffic to a correlating page. You could have all the traffic in the world, and it would mean absolutely nothing if your landing page doesn’t inspire them to contact you. You see, traffic does not equal leads. So, what do you do with all that traffic? We’ve got some tips that will help you turn those page views into home buyers!
If you’ve been dabbling in internet marketing over the last few years, you’ve no doubt heard the term “retargeting.” You may have heard it called other things as well, such as “remarketing” or “behavioral advertising.” But what does that mean exactly? Retargeting can be defined as “the process of tagging website visitors so you can target them specifically, with ads tailored to their level of interest in your company [or product/service].” If that’s not completely clear, retargeting basically means that when a potential client visits your website or blog or clicks one of your display ads, you “drop a cookie,” and then your ads will follow them around the web. If you’re an online shopper, you probably know what I’m talking about. Have you ever been to Amazon.com looking at kitchen tools, and noticed later on that ads for those same kitchen tools are following you around the web? That is retargeting in a nutshell. But why should it matter to you?
It’s now a fact: mobile technology has become an inevitable part of our daily lives. It’s crazy to think that the first smartphone came out only seven years ago, but by of the end of 2013, the amount of mobile devices on earth outnumbered the human population. Now, you not only have to incorporate online marketing into your business strategies, but you also have to think about how mobile-friendly your efforts are. Think about it: if most of your target audience primarily uses mobile devices, but your website isn’t mobile optimized, potential clients are likely to hit the ‘back’ button and head to a competing agent’s site that they can easily navigate on their phone.
Over the past few months, we’ve discussed many of the popular social media platforms and how they can be leveraged for the real estate industry. Today, we’ll give the FreeAgent treatement to LinkedIn.
LinkedIn is actually one of my personal favorite social platforms. Not only can you connect and share, but you can also paint yourself as the expert in your field. As opposed to being a place where you share fun or personal things with your friends and family, LinkedIn is the place where you disseminate expert information to past and present colleagues, professionals, and industry gurus. Additionally, it’s one of the best places to get current and relevant information regarding your field from the top names in the industry! I cannot say enough great things about LinkedIn.
Today’s webinar with real estate and technology gurus, Inman News, was a great opportunity to discuss the concept of client lifetime value with our friends in the real estate industry. Our team has developed a quick and easy way to calculate this crucial number and we are excited to share it with you!
If you’ve been paying attention to SEO (search engine optimization) over the past few years, you’ve know doubt heard the declarations of “SEO is dead!” What you need to know is that SEO is not dead, but it has changed. SEO is no longer about stuffing your webpage with keywords, or buying backlinks on other websites. If you don’t know what that means—good. Those are old practices that will only get you in trouble with Google, the Internet police. Now, SEO is about the content you’re producing. As Douglas Karr says, “Good SEO requires exceptional content marketing…knowing who your audience is, where they are, how to attract them, and—ultimately—how to convert them.” This doesn’t mean keywords are no longer important. Instead, it means that you have to work hard to seamlessly incorporate top quality keywords into top quality content.