Despite the internet being around for over 20 years many real estate agents are filled with misconceptions on how to best use it for their business. This is in part due to their lack of fully embracing the technology as well as a ton of general misinformation online from an abundant number of “online gurus”, coupled with the fact that online marketing itself is a fast paced and constantly changing industry. Believe it or not there are a number of very simple things one can do to increase their online visibility and success – with the understanding that simple does not mean easy, neither does it mean the results will come over night.
We’re often asked what the secret is to getting more leads; we’re sorry to say there is no one silver bullet. Just because something is working for your competition doesn’t mean it will work for you; what works now may be obsolete in a few months. A very basic formula for figuring what kind of leads might look like Traffic X Conversions = Leads. Now, what you want to look at there is that more traffic itself doesn’t mean more leads, but it is a big part of the equation. So how do you get more traffic? Here’s a few ideas:
Having your own website is still key to legitimizing yourself and establishing a brand presence, but without a means to reach out beyond your personal sphere you can find yourself doing little more than shouting in the closet; this is where social media comes in. Unfortunately, even the real estate professionals who are using social media are often using it poorly. Most social experts will tell you post post post post post…and that’s fine…posting is definitely a big part of what you’re there to do, but it’s only half the puzzle when it comes to social success. If you’re just starting out it’s perfectly fine to focus just on posting until you get your legs under you, so be sure to:
Post consistently on your business page – no this doesn’t mean posting an endless stream of houses, it means creating quality content.
Post in Facebook Groups – these are great, generally local or niche focused groups where you can touch a (hopefully) already interested audience.
Post on Instagram or Pinterest – if you’ve got a knack for images either of these platforms can be huge. Be sure your images are compelling and interesting.
Publish on LinkedIn – the new Publish feature is one of the few things that keep this platform relevant. Post in-depth content here to let people know your a real authority.
Use Craigslist – the quality of leads can be questioned but fact of the matter is posting here with a focused effort can lead to more traffic on your site.
You can get some more good REALTOR® Social Media Tips here >>
Niche Market Sites
Have a specific market you are focused on? Equestrian properties, or a specific part of town? Having a niche market to aim for can be a great way to stand apart from the general noise and also gain good search engine position. If you have extra domains you’ve purchased that are simply forwarding somewhere, or not being used at all, consider a simple one or two page “splash” site that caters to a specific market; drive the leads to your main web presence from there.
Just Do What Works – What Has Always Worked
Create relevant engaging content, publish it regularly and promote it adequately. This means putting in the time – or paying someone else to – to blog consistently about subjects that your audience actually cares about. Beyond just writing the blog make sure you’re sharing it on social media so that as many people can potentially see it as possible. Get out there in the real world and network – shake hands, put out door hangers, and attend community events to get your name out there. Drive traffic to your site by always including a link to your main website – not zillow, not trulia, not wherever your virtual tour is – to insure that you are channeling as much traffic to your main point of contact.
Trust the Process
That’s what your trainer tells you, what your life coach tells you, and even if all the rest of what they tell you is bunk they are right on this point. If you are doing all of these things and struggling to see results don’t quit! These things take time! Social media especially can take months of regular work before it begins to show any signs of return – so be patient. Do the things you know will bring results and stick with them, after all it’s the last key in the ring that most often fits the lock.