When used correctly, there are few methods that can be as powerful as online marketing for real estate. One of the best things about it is that you can pay based only on performance depending on the method you use, and it is also very easy to quantify results. Still, too many real estate agents misuse this powerful tool, end up failing, and dismissing it altogether. However, in too many cases, these failures were caused by simple mistakes that could’ve been easily avoided. Here are some of the things so many real estate agents get wrong about online marketing.
SEO is a Marathon, Not a Sprint
A lot of people think that it's easy to manipulate search engines and get to the top of results in their area. But know that the people at Google and every self-respecting search engine company is working round the clock to make sure that their results are as organic as possible. That means that you can forget keyword manipulation and link building schemes and will have to focus on creating content that will actually be valuable to the reader.
Search engines are trying to democratize their engines as much as they can and are putting emphasis on what users like first and foremost. That means that in addition to having a solid content creation strategy, you also have to work on on-page factors like page speed, mobile-friendliness, bounce rates, and engagement among other things.
Thinking that Content Creation is Easy
Content creation is an art, and web content is completely different than editorial content. Online readers are a very different crowd and have different reading habits. This is why expertise alone is not enough and why you should consider streamlining this process and working with a marketing company that will create the type of content that sticks and people react to.
It’s also important that you choose a company that understands your local market. If you live in New Hampshire, for instance, only a New Hampshire marketing company will be able to speak in a language that resonates with your audience. Their knowledge of the area, in general, will also shine through.
Not Going all-in on Social Media
A lot of real estate agents had bad adventures with social media, and end up neglecting it as a result. But social media with its visual nature might be the single most cost-efficient marketing technique when used right.
The trick here is not trying to get in your potential clients’ faces at every corner. Try to become a real resource. Offer some buying tips. Discuss some of the best areas to live and for families in your area. Give tips on how to get the best deal on a mortgage. These are all things that are sure to interest people who are intending to buy property, and you’ll have already gained their trust by the time they’re looking for an agent.
Digital marketing should play a central role in any real estate agent’s marketing strategy. Make sure that you learn everything there is to know about it and don’t hesitate to ask for a second opinion if you’re confused about any of its aspects.