It’s impossible to live in this period of history and ignore the need for Internet-based strategies when it comes to marketing your product(s). This holds true for real estate just as it does for any other commodity.
Because of this, it behooves one to understand the ins and outs of how to effectively utilize the “correct” strategy in order to attract the attention of potential clients. In this case, one must understand what is meant by “organic marketing” and how it applies to their particular business – in this case, real estate.
Consider the fact that the primary goal of online marketing is to be “found” when someone types in certain keywords into a major search engine, such as Google, Bing or Yahoo. So, the question is, how do you get your website (and subsequently your listings) in front of your desired audience? The answer is mastering the nuances of organic content marketing.
“The times they are a-changin” – online marketing – not the song
It now seems like eons ago when you could be number one in your Internet niche by just stuffing as many “keywords” as possible into your website. Needless to say, this made for some very odd reading! Try that today and your Internet presence will be just a distant memory as Google bans you altogether (while laughing hysterically, we might add).
Marketing your content online has become an extremely complex process that experts track using sophisticated software algorithms. The results of your online relevance can be translated, for example, into numbers that are presented in a metric known as Domain Authority. Here, we have a 100 point scale that will allow a website owner to see just how well their site is performing when it comes to being listed in various search engines.
(Source: https://data-flair.training/blogs/domain-authority/, DataFlair Team · Updated · May 11, 2019)
Anyone can put you to sleep – not just hypnotists
You’ll often hear how important it is when it comes to posting fresh content on a daily basis in order to rank well with your advertising efforts. And, on one hand, Google demands fresh and relevant content. However, there’s a caveat associated with this observation. Mediocre content just won’t help you. You need to sound like you are connected with your audience and not just giving a speech at someone’s 25th work anniversary luncheon. Sure, facts are important – but they can also sound like you’re just reading off a list of details.
If you want to avoid this sad mistake, here are some points to consider that you can actually use and not just ponder:
- Have a good writer on staff – as opposed to contractors. Staff members are more familiar with your way of conducting business and don’t see their job as just a temporary gig.
- Build up brand awareness with content marketing that will create a social media presence in which you are considered to be a skilled real estate professional.
- SEO (search engine optimization) is very important – especially if you wish to be associated in a specialized niche. There are excellent keyword search tools that will indicate what words people are using when they utilize a search engine to find what they want.
- No matter what type of real estate that you specialize in, you will want to begin with blogs, website copy and newsletters.
- Research ways to present visual content such as videos, infographics and live Facebook content (such as live open houses).
Organic content marketing is a lot like war – but with fewer casualties (usually)
In a war, you have opponents and you have strategies. You have objectives and you can either win or lose. The same holds true for real estate marketing. But, no matter how you look at it, you shouldn’t make a move without first having a solid strategy. And here is where many real estate agents fail!
A comprehensive real estate content marketing strategy will ensure new leads, continuous referrals and turn prospects into sales. In addition, it’s also important to note that, statistically, leads that are generated by organic content marketing are usually of better quality than those obtained through paid advertising. Of course, more work will be involved. But the rewards are definitely worth it.
Ultimately, it all boils down to this. If you want your real estate marketing efforts to match (and even surpass) the online content marketing efforts of the top producing agents in the country – then remember this. Use your website to routinely (daily, if possible) promote easy to comprehend digitally-based resources that people can use. In other words – make them see you as an expert and valued resource!