The way in which your real estate business is found by potential clients has changed drastically over the past decade. Traditionally, you would list your estate agency’s company details in the Yellow Pages and other print business directories or publish your contact details in the local Phonebook. However, the internet has changed all of that and has given the consumer free, easy access to information at their fingertips.
These days, there are thousands of real estate websites and businesses online. With the amount of competition increasing daily, it is now more crucial than ever for your real estate brand and business to be found on Google, when users are looking for real estate services in your local area. As Google is still the single largest source of traffic for most real estate websites, one of the best ways to connect with prospective clients and be found online is to get listed with Google My Business.
Remarketing is a cost effective digital advertising tool that can help you reach more prospects, create more brand awareness, boost engagement and ultimately increase lead conversions. By making use of remarketing, you can reap the full benefit of Facebook and Google advertising – by showing your ads to those who have already visited your real estate website and previously shown some interest in your company, services or specific property listings.
A potential buyer visits your real estate website, browses through your current listings and then clicks away without making an enquiry or buying a house. As a property professional you know that this person could be a potential sale – if not today, then sometime in the future. But how do you remind that person about your real estate business and keep your brand front of mind until he or she is ready to buy?
In today’s hyper competitive real estate market it is now more important than ever to differentiate yourself from your competitors. To stand out from the crowd and become the agent or real estate brand with the most signs in the ground, it is important to create a dominant presence in your specific neighbourhood and be perceived as the local real estate authority in your community. The easiest way to accomplish this is through hyperlocal marketing.
Paid Search is a cost effective and highly scalable form of online advertising which is designed to connect you with clients who are actively searching online for your properties and services. This is because Paid Search platforms enable you to bid on a cost-per-click basis for advert placements within the search engine results pages, by allowing you to sponsor a list of keywords related to your real estate business. Therefore, whenever a prospective customer uses a search engine to search for your services, your advert may be shown in the search results.
Driving high-volumes of traffic to your website is imperative in generating quality leads. In South Africa, Google currently accounts for 90% of all search traffic and up to 60 – 70% of all traffic to real estate websites – making Google, by far, the single largest source of website traffic. Therefore, the greater your organic visibility on Google, the greater the number of visits to your website and the greater your chances of converting those visitors into high quality leads.
Paid Search refers to advertising within the sponsored section of a search engine by paying each time your ad is clicked on. Google AdWords is a paid search platform which allows advertisers to sponsor a list of keywords relevant to their business and create text ads which, when clicked, direct to their business’ website.
We are often asked how Google determines the rank of a website for a particular keyword or search term on the search results. Whilst only Google can truly answer that question, there are several known criteria that affect a website’s ranking in the organic search results for a particular keyword or phrase.
When a search engine returns search results that a web content owner has not paid for, it is referred to as “organic search results”. These search listings were returned by a search engine, like Google, that followed a specific algorithm to either place your content on the first page of the results returned or on the latter pages. These results pages are created with the aim of returning the most relevant website for each search that has been performed. The relevance of each page is determined by the content and the context of this content found on each webpage and website as a whole.