This is the first time that we have tackled real estate lead generation ideas on this blog when we all know how strategic it is to find a place in the first results of Google, the only condition to be really visible. But now, the large lead generation CRM, but also the large networks occupy a lot of space.
Hence a first legitimate question, which is whether it is possible to exist as an actor in all this jungle. Moreover, it is a vast, complex subject, so isn't it the responsibility of a digital marketing exports? Shouldn't we start better by developing a real estate strategy? In short, a lot of questions but the answer is not obvious.
Before designing a strategy, you need to know the basics. And even if you outsource this task, you will be much more relevant in mastering the concepts and taking part in part of the work. A good place to start is knowing your target keywords and sorting out those that are achievable, monitoring the competition, and producing content using lead generation software accordingly. So let's start with these 8 key ideas to get your real estate leads.
1. Identify the long tail of keywords that your competitors are using to position themselves in your local market
It is possible, legal, and strategic for you to observe the content published by competitors, to identify the keywords they use to position themselves or to analyze in more detail their positioning (Search Engine Optimization), thanks to many tools.
Such a method also makes it possible to establish the structure of a real estate website, drawing inspiration from groups and categories of keywords, or even from promising subjects. Ideally carried out on a regular basis throughout the evolution of the website, this data will make it possible to identify the keywords and the appropriate real estate campaign.
2. Create a niche to strengthen your position in the medium term
It can be very interesting to publish content covering the keywords of the niches surrounding the main theme of your real estate websites, and on which it is not yet referenced. By taking your list of keywords (see point 1), write content on these niche topics will allow you to position yourself well more easily even if overall this will not have a strong immediate impact.
But in the medium term, this balanced set of informative and interesting content related to the most popular articles will earn you several places and form the basis of your positioning in the long term. This technique also provides a lower bounce rate (visitors who arrive on your site and leave immediately) and therefore a higher conversion rate because you will more widely cover the expectations of your prospects.
3. Maintain your good positions by producing content on these strong keywords
Getting your real estate website up in the first places of search results and keeping it there is no easy task. If you are already well placed, the reflex may be to think that it is better to focus on other keywords. In fact, not necessarily, keeping a positioning already acquired may be more “profitable” than seeking to obtain a good positioning on a new keyword. And nothing is taken for granted, so if you don't constantly produce content, you could lose places.
4. Update obsolete content with recent and up-to-date information
It is always possible to save places on the results pages by making some adjustments to old articles that did not have the desired success. Google is very fond of players who regularly update their pages, this shows the efforts that are made to have effective content.
5. Make sure the images on your real estate website are optimized for the search engines
In real estate, images are popular and essential to illustrate your web pages and attract the attention of your prospects. On the other hand, these same images will be of no use for your referencing if their attributes (only references for search engines) are not filled in.
When creating a new article or a new page, it is essential to add one or more images. Care should be taken to fill in the various fields of the image with relevant information. A seemingly insignificant detail, but one that can make all the difference in the eyes of Google.
6. Optimize your real estate website for smartphones and tablets now!
It's no secret that the Internet is shifting to mobiles and tablets, and already accounts for more than 50% of traffic for real estate. Logically, since April 2015, Google has taken into account the mobile compatibility of your real estate websites in its ranking.
It is therefore imperative to have a responsive real estate website for your projects first, but also for Google. In addition, lead generation is a simple way to improve the position of a real estate site because not everyone does.
7. Pay attention to updating or redesigning your real estate website
Developing your real estate website is normal and even imperative. But be careful that updating or migrating to a new version does not disrupt the good real estate points gained on Google and other search engines.
Points of attention to watch out for:
a) Check the URLs of both old and new pages to match so you don't lose results already.
b) Pay particular attention to updating your site's sitemap (file listing the pages that are submitted to Google to index your site).
8. Bring together referral websites and blogs to get backlinks to your real estate website
In any successful net linking strategy, one or more audiences must be “interested”. In general, Google favors websites that obtain links called "backlinks” from quality sources, that is, sites that regularly publish quality content for their audiences. The term quality is essential so that this technique is beneficial and not penalizing if you practice it excessively.
To find out who might be interested or interesting in making or getting backlinks, you shouldn't just look at the most popular and popular online. Do not forget to consider those who have satellite reputations in the areas concerned by the content to be promoted.
For example, there may be a neighborhood blog or a merchant's site to identify relevant content and list potentially interested and interesting sites. To interest them, you have to offer them original content, of course, and of interest to their subject, but also provide them with your expertise through self-promotion.
There are other techniques, especially in connection with social networks, which are taking a growing part in SERPs. We will deal with this topic separately.
Getting more real estate leads are anyway a very large subject, evolving by nature, sometimes technical, but above all which requires consistency and method. It is very likely that you will need to be accompanied by a Digital marketing expert, but this work will be all the more effective if you are yourself involved and if you master the main points of the subject.Here are some tips to apply that are valid in the long term. Do not hesitate to indicate in the comments your concerns around real estate leads so that we can answer them!