Most companies have no real issues directing traffic to their websites. When they call a seo agency, it’s usually for help attracting a certain type of traffic. This is particularly relevant in real estate, where agents look to promote their site to different demographics depending on the listings they have available. More agents ask for help with real estate lead generation for high end clients so this post will use examples for that situation. That said, these tips work just as well no matter who you choose to target.
Create Landing Pages For Every Different Target Group
Specifically targeting one type of customer does not mean you have to ignore all others. When we talk about refining traffic, the goal is to grow total numbers by adding from a specific demographic. In no way does that mean discouraging anyone from visiting the site. Now for anyone wondering what a landing page is here you go:
For real estate sites they normally act like hubs for a collection of listings. I’ve seen this done to sort listings by almost every criteria imaginable. The most common are neighbourhood, price, and property type. Believe it or not, by doing this you’re already refining your content by providing a designated space or “landing page” for people looking for specific types of property. Some agents will argue that the listings themselves act as landing pages. That’s technically true, however if your planning on selling any of those properties the web pages they’re advertised on won’t be current for very long. This is really about organization. Home pages are very general. In order to appeal to more specific groups create a mini hub on your site for the information that’s only relevant to them. The urls from these dedicated landing pages are what you’ll use for digital marketing efforts targeted to specific demographics. This way your homepage remains general and the site casts the widest net possible by having content specifically designed for every major interest group.
Circulate High End Landing Page Where High End Clients Are
This takes a bit of research. Very similar to offline marketing, if you want to get noticed by a certain group, you or your ads have to be where that group hangs out. You have to learn what type of sites are popular with the high end clients in your area and get links from them. This seems like common sense because it is. Creating an effective landing page is the key. Content specifically designed for high end clients will leave a stronger impression compared to something general.
Because you’re supposedly dealing with more refined customers, it’s important not to look tacky. No spam type links or obviously ploys for attention. Take a more refined approach, avoid a dump of blog comments, forum posts, or social activity on your own accounts. Instead reach out to blogs for guest posting and take out tasteful ads (that means no pop ups) linking to the specific landing page you created on relevant sites. These sites do not necessarily have to be about real estate but should be consistent with the professional image you’re trying to project.
Build Offline Relationships And Use Them As Social Proof Online
Most articles about attracting high end clients focus on relationship building. This is no accident, a referral from one high end client is probably the best way to attract more. But what if you don’t have any high end clients yet? The same principle applies, the best way to break into a new social scene is to act like you already belong. Some call it the Prince Ali Effect. If you can afford it, sponsor high end events and place photos or the sponsorship logo on your site or social feeds. If not, volunteer at community events in affluent neighbourhoods and offer summer internship opportunities to high school students in those areas. Real Estate agents probably don’t need networking tips from someone who spends all day on a computer. The important thing to do is amplify any offline relationship with some online proof, even if it’s as simple as a LinkedIn connection or Facebook friend. In a pinch, get social proof with some high end connotation by becoming a real estate concierge.
Don't Be Shy About Promoting Successes
Success breeds success. The best way to prove you’re the best agent for a high end client is by showing them awesome work you’ve already done in similar situations. There’s a fine line between marketing and bragging so when in doubt I’d recommend a less is more approach. That said, it’s already an accepted practice to display closing prices of a few recent sales a few weeks after closing. This is the type of content to circulate on your social feeds and feature on your landing pages. If you can, encourage satisfied clients to give you a positive review on Yelp or Google + and share the news of their sale or purchase on their personal social accounts.
Remember A Small Audience Could Be The Right Audience
For those with the budget and interest paid per click (ppc) on Google Adwords and Facebook ad campaigns are excellent ways to address niche markets. The key is not to fall prey to all the graphics these programs have in their campaign editors. Both will show you some kind of design with a number indicating your campaign’s potential reach. The graphics want you to make the number higher. It’s really easy to do but you really shouldn’t. Remember high end real estate in any neighbourhood is a smaller market than normal. Do your research beforehand and have a general idea of how many people are actually capable of buying the luxury properties you’re looking to sell. Set the campaign to around that number and relax. Don’t worry if the computer tells you there is a way to widen your audience. The audience will technically be wider but it also won’t be as high end. Also be sure these ads link to the landing page you specifically made for the audience in question.
Keep In Touch With Past Clients
Last here’s an easy one. Just because someone needs an apartment for rent today and can’t afford a high end property now doesn’t mean they won’t be able to buy 5 someday. An old client already trusts you and that trust will only increase if you bother to stay in touch. Maintain an email list with infrequent but regular news letters is all it takes to stay on the top of people’s mind.
Comments (1)Subscribe to CommentsComment