Digital marketing has been around for quite some years now. Media have literally been turned upside down by their digital equivalent.
But how can real estate agents implement these digital channels?
In this article, I’ll explain 5 ways to implement digital marketing as a real estate agent.
1. Local SEO
Oftentimes, real estate agents are limited to the physical location of their office. For that reason, it’s crucial to rank high enough in Google whenever someone executes a local search query.
Thankfully, Google has the right answer to this phenomenon: Google My Business.
Whenever you apply to Google My Business, you’re getting the following local SEO advantages:
The knowledge graph adds additional information whenever someone is searching on your branded search term. This can be website, driving navigation, street view, pictures, phone numbers, opening hours, reviews etc.
The biggest advantage of the knowledge graph is that it’s presented above the fold in the Google SERP (Search Engine Results Page), thus drawing a lot of attention to your brand.
The local pack is a summary of all companies within a certain location that qualify for your search query. Within the Google SERP, you get a Google Maps view showing all companies that match your search query with links to the website, phone number and driving directions.
Last but not least, Google My Business enables you to list your agency within Google Maps with added information about your company (location, website, phone number, driving directions etc).
Website optimization for local SEO
Thanks to Google My Business, you’ve already got a good shot at ranking high whenever someone executes a local search query in Google. However, local SEO isn’t all about creating a Google My Business account.
Your existing website needs to be optimized for local SEO as well.
Let’s say your agency is active in Shoreline, WA. That means you’ll want to rank high whenever someone searches for “House for sale in Shoreline” or “Real estate agent in Shoreline”.
Google knows these are local search results, so you should grab this chance to position your website as the perfect answer to this person’s question.
When optimizing your website for local SEO, there’s a few options you need to look into:
- Page title: whenever you’re optimizing a website, you need to keep the search term you want to rank on in mind. Is the title of the page you want to rank on matching with the search term you’ve got in mind? Take a look at this example by Realo – the company I work for. We want this page to rank on the term “House for sale in Ghent” (which is a small city in Belgium):
- Page URL: just like the page title, the more you can match the URL with the search term you’ve got in mind, the higher you’ll rank on that term. I’d like to refer back to the image above showing how we optimized our URL structure to match the search query we want to rank on (House for sale in Ghent).
- Internal linking: one of the most important factors of ranking a specific page is linking. You can see a link as a vote. The more votes, the higher that page will rank. In most cases, for a real estate agent, the homepage will be most important. However, if you’ve got other pages you want to rank, adding them to your navigation bar is a good way to start.
- External linking: next to internal linking, external linking is a good way to push your rankings higher in search engines. Think about where you can score some links back to your site