There’s more to Internet marketing than setting up a website and expecting potential clients to just magically appear. There are too many options out there and real estate agents who want to get noticed must set themselves apart from the crowd.
Part of the problem agents have with online marketing strategies is that most accepted strategies are surrounded by three common Internet marketing myths. It’s time to debunk those myths and produce actionable hints to improve real estate website lead generation.
Myth #1: Getting to the Top Spot in Search Engine Results is Easy
Real estate agents automatically envision their sites being listed at the top of major search engine results. It’s only natural. Many real estate agents assume that by taking advantage of paid SEO services and including quality content they will achieve top ranking almost instantly. This never happens.
Reality Check: Agents Must Implement and Maintain a Comprehensive Online Marketing Strategy
In order to dominate major search engines for relevant keywords and phrases agents must employ
comprehensive online marketing strategies, and stick with it. An effective strategy is centered around creating quality content on a regular basis through an agent’s website or blog. The content should always be promoted through social media networks, email marketing, offline advertising and traditional word of mouth venues.
Myth #2: Getting to the Top Spot in Search Engine Results is Impossible
Real estate agents often come to this conclusion after assuming that achieving top ranking is easy. Agents find out the hard way that it isn’t easy and automatically assume that a high ranking is impossible to get. Of course, it’s not easy to rise to the top, but it isn’t impossible either.
Reality Check: Agents Must Get to Know Their Target Audience and Market Services Directly to That Audience
It takes time to develop detailed a client persona, but it’s a great method for delivering the results that visitors are looking for. Agents should identify several types of target clients who would be using their services and find out more about that audience by asking several questions:
- Where are these clients from?
- Do they have pets?
- Are they tech savvy?
- How would they hear about the company?
This isn’t an all-inclusive list of questions, but it’s a start. Agents should find out as much as they can about target clients and then cater to the client’s needs via their website.
Myth #3: Visitors are Interested in Who Their Agents Are
Eventually clients will want to know more about their real estate agents, but initially prospects are most
interested in meeting their needs. They want to find what they are searching for. If they can find what they need first, then they will check out an agent’s profile. If agents don’t provide clients with the information and resources they are looking for at first glance, prospects are sure to look elsewhere.
Reality Check: Agent Websites Should Be Focused on a Client’s Needs, Not the Agent
Of course, agents should always include their personal information and qualifications on a designated “About” page, but the homepage should not be focused on the agent. An agent’s website should focus on providing client centered information and home buying resources and strong calls to action in order to generate quality leads.
Too many agents give up after spending an inordinate amount of time struggling in generating viable leads through their online activities. By taking the time to understand the realities of getting qualified online leads, real estate agents can channel online marketing efforts properly to achieve optimum results.