Local Search Optimization for Business

Someone said Internet months are like years.  Nobody today will argue with them.

Marketing for real estate agents is evolving at a blistering pace.  Just as we start to realize that to have an effective real estate business we need an effective website, we find that even with that we must scramble and compete for ‘position’ in order to get our fair share (or more) of prospects.

These are some of the statistics (April 2009):

• 87+% of buyers start with the Internet.
• Most spend about 8 weeks researching listings on the Internet before contacting an agent.
• 40% go to Google and browse websites to line up an agent while others use sites they are familiar with.
• Social Networking is becoming another source of possible agents for buyers and sellers.
• When they finally contact an agent MORE THAN HALF want to hear back within 1/2 hour!

PDA’s are fast becoming as important to your business as your phone.  If that prospect fills out a form or picks up the phone or sends an email to contact you for information and you don’t respond Pretty Damn Quick, they will simply go to the next one on their list.

There is absolutely nothing as depressing as finally getting around to contacting that lead and finding out they are already working with your competition!

Get on the learning curve if you haven’t already done so and talk to your webmaster about streamlining your Internet marketing so your incoming leads find you wherever you are  IMMEDIATELY.

Here’s your dilemma:  You have a new website, or have decided to upgrade your old one so that it will bring you some of that business that your competitors have been raking in.

You read a few articles, talk to a few colleagues, and horror of horrors even listen to some of the telemarketers trying to separate you from your cash.  Pretty soon your vocabulary is laced with “PPC” for Pay Per Click and “SEO” for Search Engine Optimization and “Meta Tags” and “Incoming Links” and “Search Engine Robots” and “Search Phrases” and,….well you get the drift.

After mounting the learning curve you get to the point where you know that there is no “Free” way to get traffic and prospects to your website.  So, if you’re one of the few real estate agents without tons of cash, you’re going to have to make decisions on where to put your advertising dollars to get the best “bang for the buck”.If you don’t have a limit on your funds, then you shouldn’t be reading this or fooling around with your website.  You should be playing golf or visiting a spa in Hawaii, but if you’re not golfing or spa-ing in Hawaii read on because making the wrong choice won’t just cost you your advertising budget, but will lose you all of the business a right choice would have made you. Continue reading

The most common question I receive from my clients after I create their website is: “How can I get to the top of the search engines?”  Of course the real question in that is “How can I get prospects for my business using my website?”.

Marketing using the Internet is one of the most competitive and potentially lucrative types of prospecting for individual agents and small to medium sized brokerages and, perhaps, the most misunderstood.

I’ll list a few misunderstandings here, and later list the “understandings”

MU (Misunderstanding): The key to getting prospects is getting lots of hits.

Wrong, wrong, wrong.  Hits have nothing to do with the success of a site.  One unique visitor might rack up 1000 or more ‘hits’ in a session for various technical reasons.  The key to getting prospects through your website is by getting unique visitors who have an interest in your service and are impressed by your website enough to call you or contact you by phone.

MU: If I get 500 visitors and the competition gets only 100 I will get more prospects.

Wrong again.  One targeted visitor with an interest in your service trumps hundreds of visitors that don’t.  It might be different if you were selling T-Shirts with Barack Obama depicted on them, but no, you want buyers and sellers of real estate interested in your geographical area.

MU: Visitors to my website are there to find out what my qualifications are.

No, they are there to get information about real estate.  After they meet you they may be interested in the alphabet soup after your name, but not initially.

MU: If I have clever flash movies and music on my site that will make it more ‘sticky’ and so visitors will stay on the site longer.

If they wanted to be entertained they would probably go to their television set.  They want information and ease of navigation.  If it isn’t there on your site they’ve got a whole list of other sites to try.  You get one chance to get their attention.  Don’t waste it with flashy flash or little dogs running across the screen and don’t have automatic music since they may be accessing your site from work and not want the boss to know.  A blast of catchy music could blow their cover.

MU: My existing clients and sphere of influence will naturally look up my website when they want to know about real estate.

If you believe that, have I got a deal for you!  Reality:  when they want information they will enter a search and start clicking on the results.  If they find a great site chances are they will contact the owner when they have a question.  Your job is to have a great site and ‘train’ your sphere and clients to use it. If you site is blah, they’ll still go to the competition and you’ve lost them.  I’ll talk about that in a later post.

MU: Since 87% of buyers and sellers go to the Internet first for information, I can expect some of them will find my site.

Only the top 10 or 20 sites that come up on their search have a chance at getting the prospect to their website.  In most geographical areas, even very small towns, there are thousands or tens of thousands of sites  competing for those positions.  There are ways to get more than your fair share of prospects, but it isn’t easy, and it isn’t free.

More MU’s coming soon along with some positive suggestions.