Digital marketing is becoming more and more popular as traditional advertising loses its effectiveness in real estate lead generation.
There are many online marketing options available to REALTORS in 2022, so how does one choose where to invest their time, energy, and money?
Local digital marketing is the way to go!
The biggest shift in online advertising within the real estate industry has been Local SEO and Localized paid ads. It has been said for decades....real estate is local.
Local SEO is the ability to show up in search results where Google has determined the user is looking for a local service provider such as a real estate agent or broker. These results are displayed on a map with three business listings.
What is ultimately displayed for those types of searches is your Google Business Listing (GBL). If you have not already, you will want to claim your Google Business Profile. Although verification is free, optimization of your GBL is where the work comes in.
You can claim your GBL by clicking HERE.
*NOTE* In late 2021 Google changed the name from Google My Business to Google Business Listing.
These listings appear organically when someone searches Google for "top realtor near me" or "best Savannah GA real estate agent".
Why Google Business Listings?
The sales cycle for real estate can be long. From the moment a seller starts thinking about selling their home can be months before they actually have the property listed with an agent.
The search terms that trigger a GBL for results are terms usually searched at the end of that sales cycle. As an example, they have already searched and found all of the homes for sale in the area, they have already done research on the local market. Now, they are looking for the best REALTOR to use. A lead generated from your Google Business Listing is usually ready to act now.
By Real Estate Niche
You will also see GBL results show up for particular types of real estate business models.
For instance, if you were to Google "discount real estate broker" that will show the local brokers that specialize in a discounted commission model.
You will also pull up a GBL result for search terms such as "luxury real estate agent" or "exclusive buyers agent".
Only 3 Spots
There is no way for everyone to be a winner. If someone searches for top Realtors in their area, they will usually only see 3 spots in a Map Pack. The good news?
These results vary based on where the search was performed. This means you will rank better, more easily, near your official address as shown on your GBP. Results can vary greatly depending on where the searcher is located.
Tracking Your Rankings
Because the search results are dramatically affected by the location of the person doing the searching, who ranks in the Map Pack will vary dramatically. You will need to use a tool such as Local Viking to see where you rank. Most real estate SEO agencies will be able to provide you with these types of reports.
The rankings will show in the form of a number (your ranking) over a map (the location of the searcher). Each keyword searched will have different rankings in different locations.
It can be hard to have your GBL rank above your competitors. An SEO agency that specializes is real estate marketing is the best choice to get your GBL found for competitive terms.
Local Service Ads
Google has been making their move on real estate by selling their Local Services Ads for Realtors. If you haven’t heard of LSAs for real estate agents, you’re not alone. It’s new, and if you’re reading this, you’re ahead of the curve!
The Local Services box is shown at the top of Google Search results when people search for real estate agents. These are paid ads and require you to go through a verification process. Upon completion of the verification process, a Google Screened checkbox shows above your ad. Potential customers can click or tap on your ad to either call you or send you a message request.
Local Service Ads (LSA ads) can generate a solid lead flow for REALTORS with the right ad spend. Because these are very good leads, they can be expensive. Google understands that so they will even refund the charge for any call that is not a good lead for you.
A large portion of the leads generated by LSA ads are phone calls. This can present a problem for some realtors who do not answer their phones. The best leads will not leave messages, but will call the next person on your list. If you're going to be focusing on LSA Ads to generate leads, it is important that you have a phone ready.
You can sign up for LSA ads by clicking HERE.
Local Marketing for Real Estate
Whether you choose to pay for Google Local Service Ads or your decide to organically rank your Google Business Profile, real estate marketing is all about being local.
Comments(1)