If you’re a real estate agent or broker – there are two things that keep you in business – listings and clients. In order to get a lot of both of these, you need people to know about you and what you offer. Exposure is the name of the game in the real estate profession.
Wouldn’t it be great to have a steady flow of people visiting your site and having it function as a lead generation source? People who have properties to sell and lease people interested in leasing and buying those properties? Ideally, you’d like people to come to your site and leave you their information and tell you what they’re interested in and how you can best help them.
A steady flow of this kind of traffic to your site could give you enough leads to run a profitable and thriving real estate business. Obviously, you need these leads to be cost effective. The less you pay to generate a lead, the more profitable they are. And since we know that not every lead is going to buy or lease property, it stands to reason that you need a good flow of leads to convert enough people into paying clients. The more cost effective the process, the better it is for your business.
The first step to generating effective leads is getting people to your site. They can’t learn about what you do, what you offer and how you can help them unless they can find you and find you easily. There are a number of ways to get found on the internet, you’re probably already familiar with some of them. In the end it boils down to two key methods: paid and free.
While it’s always good to spend less, there are some other very strong reasons to use the free methods – or what is commonly referred to as ‘organic search’ methods. Organic is just what it sounds like – people finding you naturally, organically, because your site is well trafficked and easy to find.
Let us explain what that means and how it works. The most common things people do these days when they’re in the market for a product or service is go online to their favorite search engine. Once there, they enter words or phrases describing what they’re interested in and very quickly pages and pages of results pop up. The first few listings will get the most ‘hits’ – people who will click on the links and visit those sites. Stands to reason then, that you want your site to be among the top few listings that appear. Most people won’t go beyond the first few listings, never mind the first page, so rankings are critical.
How do you get to the top of the rankings? Put simply you accomplish that by being worthy of being found by the search engines. They’re constantly evaluating and ranking and re-ranking websites. Static websites – ones that are put up and are rarely changed are not typically great candidates for getting good search engine rankings. Dynamic sites, by comparison are sites where new content is being uploaded frequently. The search engines love dynamic sites and the more valuable content you add, the more they love you.
The other thing the search engines look for and love is links to your site from other sites. It means your site has content that is relevant; people are ‘talking’ about it, looking at it, recommending other people visit. The more you are connecting in places relevant to your marketplace, the better your rankings. What could that look like? Perhaps you write a weekly article and you publish it to a mortgage site – with their permission of course. Every article posted mentions your site and builds your visibility. Maybe you comment on articles written on some other sites relevant to homeowners or homebuyers or any other site your audience might visit. Not only will your target market start seeing you everywhere, positioning you as an authority, but the search engines will see mention of you and your website and naturally increase your relevance and your rankings.
Getting found is the key to generating leads on the internet. By providing value, you keep your name and the name of your company in front of your target market. By positioning yourself as an expert, you not only build credibility, but you increase the chances of the search engines finding your site and helping others to find it by increasing your rankings. You can add content to your site in the form of articles, audios, videos – be sure to focus on keywords that are relevant to your marketplace – the search engines look for these as well. Search for a keyword tool – there are several available for free – spend just a little time and learn what your audience is looking for so you can be sure to have information on the topics they want easily accessible on your site.
The search engines are smart and efficient, so understanding what they are looking for will position you to get great organic rankings and great lead flow for your real estate business.Does your company need a website or lead generation system? Contact us or take our survey and see how Lead Generation Canada can help you!