Digital real estate marketing strategies for 2020: Part IV
Today we're discussing two acronyms that are critical to a successful digital marketing strategy for real estate agents - SEO and PPC.
https://www.easyagentpro.com/wp-content/uploads/2019/09/bigstock-Ppc-Pay-Per-Click-Concept-Adve-298610413.jpg
It’s acronym day at Easy Agent Pro as we discuss two factors critical to an effective digital marketing strategy for real estate agents: SEO and PPC.
Let’s take them one at a time, break them down and put them back together for you.
Miss our first 3 articles about the ultimate digital marketing strategy for real estate agents? Get caught up from the beginning here.
Short for “search engine optimization,” SEO helps you make the best possible use of your website by performing certain “tweaks.” These include (among others):
“Finding the terms and phrases (keywords) that can generate qualified traffic to your website”
according to the pros at Moz.com.
Other aims of SEO include making your website easier for search engines to crawl, gaining organic traffic through your content (as well as your keywords), improve your visitor’s experience and more.
SEO is a vast subject, full of details to learn, tactics to introduce and, in general, poses a steep learning curve.
SearchEnglineLand.com offers a very simple explainer video for those new to SEO.
We recently wrote a piece about how backlinking can improve your site’s SEO – you can read that here.
Need help finding the right keywords? Try the Alexa tool (they offer a free trial) and read the comprehensive guide on How to Do Keyword Research.
Here are some additional tips to help you choose the right keywords.
Unless you’re experienced in SEO, we recommend hiring someone to optimize your website. If done right, the service is worth the price you’ll pay.
PPC is short for “pay-per-click” and is a type of SEM (search engine marketing). Basically, it means buying search engine result visibility in those first few Google search results:
But the term “PPC” isn’t exclusive to Google Ads. Bing, Facebook and all other publishers who offer paid advertising opportunities fall under the umbrella of PPC.
It’s a surefire way to make it to the top of the search results for a chosen keyword or phrase, especially if the keywords are local.
The top 3 ads on a Google search results page receive nearly half of all clicks on the page, so it’s easy to understand how buying these ads can pay off. In fact, advertisers make $8 for every $1 they spend on Google Ads, according to Google.
But there are more reasons to at least consider giving PPC advertising a whirl:
There are downsides to paid ads, however. The most significant of these, at least for real estate agents, is how often Google Ads prices increase.
When you’re paying a price per click (CPC), your cost is largely determined by the competition for your particular keywords and your ad’s (and site’s) Quality Score.
But there is one school of thought that goes something like this:
“Google is artificially creating bidding wars and driving up the CPC rates”
Pedro Sostre, Medium.com
He suggests that you “opt out of auto suggestions,” and on that I agree with him. I used PPC for a time in my writing business and it was amazingly effective.
That is, until Google started making suggestions. I listened and my results plummeted.
On a side note, consider using Bing paid ads. No, Bing doesn’t have nearly the search volume of Google, but it’s growing like crazy, especially among mobile users.
Much of this is the result of a change announced earlier this year in which Bing Ads became the “exclusive provider of all search advertising across Bing, Yahoo, and AOL properties,” according to Will Cozart at 3QDigital.com.
If you’re planning on experimenting with PPC in your real estate business in 2020, at least consider a small spend on Bing Ads.
Like SEO, there’s a lot to learn about PPC. SearchEngineJournal.com offers “A Complete Guide to PPC Marketing Basics” or check out “The Ultimate Guide to Google Ads for 2019” at Hubspot.com.
Great digital marketing starts with a great brand! Don’t miss our guide to real estate slogans!
How do you get seller leads with Google Ads? In this video, we build a campaign designed to get seller leads:
“The slow season.” Online agent advice about what to do during these months (make a huge marketing push, nurture your sphere, etc.) is pretty much what they recommend during the busy season, right? But what about settling in, reading some real real estate articles and learning some new tricks for the spring? Sometimes, it’s okay to make like a bear and trudge through the snow until you find a cozy cave in which to crash for a time. Sometimes, you have no choice. Whether you plan on trying to drum up business or you’re considering kicking back, we hope you’ll...
September 27, 2018
As winter rolls in, real estate agents face a mix of challenges and chances. Although it’s not the typical homebuying season, there’s a unique playing field for those who know how to make the most of it. Let’s dive into effective winter real estate marketing strategies, unlocking the potential hidden beneath the snow. Creating a Cozy Story Winter’s all about warmth and comfort. So, spin cozy stories around the homes you’re selling. Use words that paint a picture of a warm fireplace, comfy blankets, and the joy of coming home to a snug place. Highlight features like fireplaces, heated floors,...
November 21, 2023
Think you can’t compete with the area’s well-established and entrenched, number-one luxury real estate agent? Think again, oh aspiring high-end home sales superstar. If you have the bucks, the marketing chops, and a bit of tenacity, you, too, can be flogging luxury real estate and earning the big commissions they bring. Does your website represent everything you offer to your clients? See how LeadSites can help you on how to sell luxury real estate. Consider finding a luxury real estate mentor The luxury home listing and marketing process is so different from any other real estate niche that you simply cannot...
November 15, 2018
Let’s boost your lead gen.
Connect your local MLS to Facebook to promote all properties in your MLS or create any specific niche catalog of listing you want to sell using dynamic Facebook ads. Here are just some of the ways you can use these new types of ads to stand apart from the competition: