Real Estate Website Marketing-Natural Search Engine Ranking

[Toby Munk]

I think that over time my business as a real estate agent will shift more and more towards the online part. At least for finding new buyers. I saw stats that 70% of buyers start their search online.

I do business in a resort community (Aspen) and out of town buyers surely start their search online before the even get to town. Here is my thinking:
If they come to town there are about 20 main real estate offices. Between them they have an average of 20 agents. So chances that they walk into any office and I am doing floor duty at exactly that time are 1:400.

This ignore the chance of the out of town buyer meeting a real estate agent on the slopes or in a bar before they walk into a real estate office. So chances are probably no better than 1:500 for me to get a random buyer to make contact with me once they are in town.

Now to the online world.
First of all one has to be able to offer a visually pleasing site and then back up the good design with functionality. MLS search, new listing alerts etc... About 50% of users click on the first natural search result (1st position result). Then one also needs to know the top search query term. For me that is "Aspen Real Estate"

So if one were to be #1 on all search engines for that search term one can expect to capture 50% of the searchers. That is a 1:2 ratio. Sounds much better than 1:500.

So it has become clear to me that online is the way to capture people before they even get into town. I have read many books about SEO and online forums are filled with good advice. After about 2 1/2 years I am now featured on the first page for most of my search queries.

I have learned a lot during this time and am happy to share. Just wanted to lay out why I think real estate agents should focus much more on online than on any other form of advertising (print for example)

[Account Closed]

Great offer Toby.

For those who do not have specific questions is there some general reading on the topic people could start with? That way they can learn a bit and ask even better questions later.

[Toby Munk]

OK, in terms of books I can recommend these.
Search Engine Optimization for Dummies
ABC of SEO

That will convey the basics.

There are a few basic concepts that one has to get straight.
- inbound links are like votes for your website
- the more important a website that is linking to you the better
- website are more important if the have a higher page rank
- page rank is a measure which google calculates using inbound links
- the fewer links are on a page the more important the individual link
- reciprocal links are worth less than one way links
- content is king
- do your research as to the keywords you want to be found on
- track your ranking with a program like advancedwebrankings
- write articles on the topic of your expertise and distribute through content providers online
- attend a lot of online forums on SEO, learn from the experts, learn what to believe and what not
- do it, the first success will energize your efforts

As I said, any question I am happy to try to answer.

[Account Closed]

Toby,

I agree with you 100%. More and more each year people are starting their search online. Having a website as a realtor is huge. Getting that link out there where homeowners are searching is HUGE.

However, I contend you can not give up on the face to face.

By far the best form of marketing is WORD OF MOUTH referrals. If you are a new agent in a brokerage, I suggest you offer to sit at open houses. You have to get your name out there. It starts with one client and continues on from there.

However, if someone gives me a name. I will look up that person online so again, the web plays a huge role.

Thanks for the great info Toby!

[Ra Denney]

Originally posted by "Toby_Munk":

I think that over time my business as a real estate agent will shift more and more towards the online part... About 50% of users click on the first natural search result (1st position result). Then one also needs to know the top search query term. For me that is "Aspen Real Estate"

So if one were to be #1 on all search engines for that search term one can expect to capture 50% of the searchers. That is a 1:2 ratio. Sounds much better than 1:500.

Well, everybody wants to stay near the top but it's not always so easy to do.
I have some web skills but I use a primitive design for my website.
Conventional Wisdom tells us that people prefer clicking, to scrolling...
but I believe that people will also ignore links we may wish them to click,
while many people will feel compelled to scroll to the bottom of any page they are reading.

I didn't really try to optimize my search position and I was surprised to find myself coming up #1 or #2 when putting "best guitar pick" into most search engines.

[John Geddes]

In order to get a high ranking and maintain it, there is a whole world of hidden content to fill as well. My friend started a company that specifically improves or builds websites in order to get consistent top 10 ranking. It is highly technical and is largely based on key word searches. I am not sure how he does it but I know he makes a good living. Although it sounds like Toby might be onto a DIY version. Clearly it is going to be the way as the technology moves more and more to online interactions.

I am a fan of having some drinks with a client. Maybe they will find a way to have virtual adult beverages with no hangovers.

JPG

[Herbert Smith]

For SEO I highly recommend Brad Callen and his services. Here's a link to his site, sign up for his eCourse which in and of itself will show you how to get to the top of the search rankings.

I actually use the stuff he teaches on alot of my consulting gigs, my clients range from personal trainers, massage therapists to a couple real estate investors (care to guess how I got into REI?). Anyway, this guy has been around since the advnet of the internet and knows his stuff. His mailing list subscription alone will give enough tips to keep your SEO'ing efforts going for a long time.

Anyway, in my industry this is the gold standard, the dude is in line with all major search engine algorithm changes and tells you how to adjust your SEO efforts accordingly. Check it out here:

[LINK REMOVED BY ADMIN - NO AFFILIATE LINKS ALLOWED]

You will have to wait a second to get the drop down window where you can subscribe to his letter (typical Internet Marketer tactic:) I wouldnt worry so much about the software, just sign up for the letter, its golden.

Hope you find this helpful, it is the veritable holy grail of SEO, trust me.

[Herbert Smith]

Nope no fish...just trying to help out a few folks. Not sure what you mean by fishy? The redirect through my site? I track my efforts in most all online activity, Im not gonna post here if there is no one interested and not clicking through. This approach provides me an indicator my stuff is getting checked out. I have met many a REI, brokers, agents etc at my local REIA's that benefited greatly from this very same advice.

Realize, most people involved in real estate are not aware of Freebie courses and such that will benefit their business and show them how to position themselves online as an authority. Now, dont get me wrong, most of these courses will try to sell you later, but the information offered up front is priceless. The for-cost courses may not be what people in this industry need, it is geared more towards Internet Marketing, i.e selling stuff online...You could get an education in online marketing for free without spending a dime, I know I have for the most part. If the information provided does not benefit this site I will simply stop posting and just take information.

My purpose is to give back a little bit as I have taken in the form of free education concerning Real Estate Investing and related activities.

Paying it forward? You Tell Me....

Chris

[Toby Munk]

Just a few thoughts.
There is no holy grail in SEO. The topic is so complex that no single source will show you how to get top position without doing work.

It is a LOT OF WORK !

If there was such a think as google #1 in 5 quick steps I would be a rich man. Well at least richer man.

But basic things will get you 80% there as most people do not actively optimize their site and efforts.