Three Tools for Real Estate Agents To Use To Write A Competitive Analysis
Google Alerts
Take your keyword list that you have crafted after completing your keyword research. Sign up for a Google 
Alerts account and add the keywords to your list so you will receive "...email updates of the latest relevant Google results (web, news, etc.)" for these keywords". This will help you develop content around those keywords and also see what websites are ranking for those keywords and if there is any repetition.
These websites are your competition and you want to track them.
Perform initial searches on the search engines-Google, Yahoo, Bing- for the words on your keyword list. Write down the companies and/or names of professionals who are ranking in the top positions on Page 1 of these search engines. Add their names to your Google Alerts account.
Don't Dismiss companies like Zillow, Trulia, Realtor.com, Redfin or the like show up in your results Just because a company isn't a traditional brokerage doesn't mean you shouldn't add them to your competitive analysis. If they are showing up high in search results for your keywords then they are doing things you may be to able to duplicate or even improve upon.
These companies and professionals are your competition. You want to watch how they move online and you want to be in those places too.
SEOBOOK Toolbar
Download the SEO Toolbar for Firefox. The information from this tool is incredible for your competitive online analysis. A few things this toolbar will give you: PageRank of a website, SEM.com traffic rush valuable(indispensable information in my humble non SEO Expert Opinion), monthly unique visitors, keyword density(more invaluable information for your keyword research), directory links, page links, and links to the domain.
Use this wealth of information to your advantage when devising your linking and keyword strategy.
You should also use this toolbar when deciding what sites to comment on as it will give you quick page rank and nofollow links information.
Simple Checklist
Don't limit your analysis to your competition's keywords and SERP online marketing effectiveness. There are other electronic AND offline marketing verticals that provide good business opportunities for real estate professionals and they shouldn't be automatically dismissed. Put yourself in the shoes of your competition AND your customers, not all of who will be tech savvy.
Does your competition have a strong brand presence, are they holding open houses, are they a member of the Chamber of Commerce, do they have an internet radio show?
Here's a simple spreadsheet to help you get started.
Take Action
Once you have completed your analysis you may develop some astounding conclusions.
Perhaps you have found a niche market your competition has not yet captured. Maybe your competition is finding themselves in more unusual places online than you had realized and now you know you need to be seen there too.
Competitive analysis is an ongoing process but it is a pillar to market domination. Use these three tools to analyze your competitive real estate landscape and keep your business on top.
If you enjoyed this blog post on competitive analysis you will enjoy reading,
- Digging Deeper~Marketing Real Estate As A Business
- Observation and Reflection: Preparing for The Role of Real Estate Agent in 2009
- Crush the Box. Somebody's Gonna Do It and It Should Be You
Need help analyzing your landscape and creating a competitive analysis? Contact Rebecca D. Levinson, dba Real Skillz, Real Estate Marketing Consultant- #262-203-5231 or email rebecca@realestateskillz.com.
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