Selling a home will never be an online-only deal, since people will always want to check out the look and feel of the neighborhood, the vibe of the house itself, and if they would mind the Nosey Ned Neighbor next door.
However, much like every other industry that has gladly entered the 21st century, the digital realm has changed the way realtors do business.
It has become necessary to create a web presence that stands out and doesn’t invoke images of low-quality, ad-packed websites that look like a front for illicit activities.It has become necessary to create a Real Estate web presence that stands out and doesn’t invoke images of low-quality, ad-packed websites that look like a front for illicit activities.Click To Tweet
You know the kind, where grammar is merely a distant dream and shiny banners promise you a million-dollar reward since you’re always the one thousandth visitor on the site. You need to present yourself as a trustworthy, expert entity, one that people would entrust with the business of buying their home.
It all begins online. In fact, the National Association of Realtors has published a research paper noting down that in 2019, 44% of all buyers looked for homes online first.
Another tidbit of useful data? Many of them actually did the research on mobile devices. Only then, after satisfying their curiosity and educating themselves on the current market situation did they reach out to a real estate agent. Equipped with information, they would typically look at about 10 homes within a 10-week span before making a purchase.
For some, this sale cycle is short, for others, it’s a lifetime. What matters is that your website presence, your very first touchpoint with your potential customers, can either inspire trust or chase them the hell away from your pages.Your real estate website presence, your very first touchpoint with your potential customers, can either inspire trust or chase them the hell away from your pages.Click To Tweet
This is where your SEO efforts will matter the most. Getting them to even see your digital presence in the slew of other websites out there is challenging.
Since over 90% of real estate firms have websites, it’s time to spruce up your SEO game and build your presence one smart strategy at a time, so here are a few key mistakes you need to avoid.
1. Failing To Localize Your Presence
Absolutely, there is a chance that a nice couple from France will fly over to wherever you are and look for a vacation home in the region. So, yes, focusing on broad keywords and industry-relevant ideas is always a smart SEO move. What’s not so brilliant is not narrowing down your focus just enough to become more relevant in the local SERPs, too. Go too broad, and you risk remaining too far behind other real estate experts who have made the effort to emphasize their local existence.
No search engine will figure out your region of operations unless you give the right cues. For starters, make sure that your NAP information is consistent across all platforms where you have listed your agency. Furthermore, go deeper into the research game and mention specific neighborhoods with high real estate potential throughout your content.
When you add images to your content, be it just another ad, or a lengthy blog post, always add a description for the image that specifies the location.
There are free keyword research tools you can use to find phrases that fit all of your linguistic and geolocation parameters, so that they will make sense for your audience, but for the search engines as well.
Develop a thorough list of locally relevant long-tail keywords for your entire marketing and SEO strategy, and you’ll slowly increase your relevance with continuous creative output.
2. Neglecting Relevant Analytics
Much like with any other industry, the world of real estate is constantly changing, and most of it depends on a multitude of different factors.
For example, the rise of mobile app development has provided your potential buyers with yet another way to narrow down their search for a home. The changing interest levels in a single neighborhood may be just a passing fad because a new one is being built nearby, or the growing crime rates are pushing families out.
Knowing these and other industry-relevant factors is essential for your digital presence and your SEO.Real Estate website owners should use various analytics tools to see how your website is performing, who’s visiting your pages, which pages are the most liked, and what kind of content generates the best engagement rates.Click To Tweet
These are just some of the questions to help you scratch the surface. The data you uncover will help you implement targeted SEO efforts such as changing up your keywords to fit a new demographic, posting relevant content, and sharing it on social networks where most of your buyers reside.