• Sarah-Jane Young


Years ago, the mantra was that every real estate professional needed a website. For the most part, the vast majority of them have one today. The quality of these websites varies considerably, both from a consumer viewpoint and the ability of the site to generate business. You'll still read plenty of comments from real estate agents who consider their websites a necessary evil, not a source of a significant amount of business.

Many agents are spending a great amount of time on social media sites, such as Facebook, Twitter, LinkedIn and Instagram. This is great, but the chances are that these are activities handled as two separate marketing approaches. Instead, the website and social sites should be working together to generate business.

They Have Different Contributions to Marketing Success

Let's start with talking about your website, as it is where you should be able to generate qualified prospects to work through to a future transaction and commission. The real estate website will be a successful lead generation tool if you:

  • Generate quality content of value to visitors. Notice that we didn't say of value to search engines. That's because particularly with Google, search engine algorithms and language processors have become very good at understanding what your content is talking about and how your site visitors react to it if they arrive on a search. So, create content that answers questions about real estate, your market area, and the transaction process. This is what your visitors will be seeking when they arrive, so be sure that it is there and useful with answers to their questions.

  • Provide useful content, but hold back some detail. People expect a lot of totally free content that is relevant to the search that brings them to a real estate website; so provide just that. However, you also want to create some "premium" content, information that goes beyond the normal real estate website articles and provides more detail and examples. As an example, you have an article about title insurance on your site, what it covers, what it doesn't. You create a special report with an actual title insurance binder to show what the buyer and seller can expect.

  • Place effective calls-to-action all over the site. You offer this premium information and special reports with website forms and calls-to-action to have them delivered immediately via email. If you do this and generate traffic to the site, you will get quality leads from these form submissions.

Social Sites Are Website Marketing Extensions

We looked at the website requirements first because this is where you want to direct people from your social postings. Social sites are not the place for long articles or detailed reports. Twitter is the perfect example of the "headline" aspect of social media posting. You have a limited space and number of words/characters to say something, and you need to say it well.

Use Facebook, Twitter, Instagram and LinkedIn and other social sites like short press releases. Go to any of the online press release websites like realcommercial.com, realcommercial.com or urbandeveloper.com etc and you'll find that their instructions for an effective press release will stress the importance of the title. It's the headline that should catch the attention of people and entice them to read the release. It must grab their interest, answer a question or ask a question they want to be answered.

Your strategy in grabbing interest on the social sites and directing the readers there to the right place for answers on your website will be to write post titles or Tweets that are great headlines. There is a website that can help you with this, as this site checks your titles for their quality as headlines. It is the Advanced Marketing Institute website Headline Analyzer, and the site says this about the tool:

This free tool will analyze your headline to determine the Emotional Marketing Value (EMV) score. As you know, reaching your customers in a deep and emotional way is a key to successful copywriting, and your headline is unquestionably the most important piece of copy you use to reach prospects.

Try multiple versions of your headline in this tool to try for a score over 30 at a minimum. If you can reach 40 or higher, you're a pro! Better than that, you'll generate traffic to your site - Contact SJ Consulting to see how we can help you.

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