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One of the most time-consuming and costly burdens of every real estate broker is building a team that produces and remains loyal.

Just like in any business, turnover in a real estate brokerage can be the ultimate Achilles heel.

If you are anything like most real estate brokers, you would much rather have a pool of applicant agents vying for positions on your team. However, without a positive reputation about your brokerage, that goal will never be more than a pipedream.

If you are ready to stop chasing after agents that will never rise to their full potential or will abandon ship as soon as they start to, today’s post is for you!

Focus On Inbound Marketing

Inbound marketing can be more time consuming initially which is why many brokers fail to adopt the strategy. However, overall inbound marketing strategies are what set the stars of the real estate industry apart from the wannabes.

The most powerful and thoroughly proven way of generating inbound leads in real estate, whether it be through clients or agents, is content marketing. With everyone and their mother turning to the internet to find a broker, you need to make sure that you not only appear at the top of search results but that you appear in a positive light.

Video Training: 5 Ways To Profit From Your Real Estate Content | Real Estate Marketing | Sarah Layton

Here is how I suggest you leap over both of those hurdles:

Create Dynamic Real Estate Content To Improve Your SEO

The most powerful way to optimize your real estate brokerage’s website for search engines and attract both agents and clients is to create more original content than your competitors. Every broker should be generating the following types of original real estate content (at a minimum):

  • Blog posts

  • Videos

  • Podcasts

  • Neighborhood Guides

For many brokers creating so much original content can be a challenge. However, if you outsource an initial piece, like a blog post, you can easily repurpose that content into videos, podcasts, social media posts, books, brochures, Alexa skills, etc.. In fact, my most successful clients are the ones that hire me to produce that one original piece of content like a blog post and then repurpose it as much as possible. I talk more about how all of that works that in this post.

Create A Positive First Impression & Reputation Online

While all of that original content will go a long way to showcase your expertise and value, people also want to know what that other people know, like and trust you. One of the largest driving forces behind a person’s decision-making process is social proof. The more other people portray you in a positive light online, the more will want to work with you. Therefore, you need to make it a serious priority to generate as much social proof around your brokerage as possible.

Since our focus today is on attracting agents, I suggest you focus on leveraging reviews from other agents. One of my favorite ways of doing this is to feature your agents in small videos that explain why they love being a part of your team.

In my experience, it is best to mix it up in your agent testimonial videos by asking:

  • New agents why they have decided to join your team

  • Veteran members of the team why they continue to stay

  • Agents that have grown how being a member of your brokerage impacted their growth

  • Agents that close a deal how your brokerage played a role in the deal

Always post these videos on your real estate brokerage’s website first, but then go on to post it on YouTube, social media, your Google business profile, and in your email newsletters. Again, the more you repurpose every piece of original real estate content you have the faster your brokerage will grow in the right direction.

Develop Personal Relationships

Not all agents are created or grow in the same way. If you want to instill a strong sense of loyalty, every member of your team needs to feel as though you both see and hear them.

Remember, not everyone is motivated by the same thing or will hold the same goals and most agents find success when their brokers invest in them. I suggest that you sit down with each of your agents to set goals:

  • When they first join your team

  • At the beginning of each year

  • At the beginning or end of each quarter

Not only will this help your agents to stay on track in achieving their goals, but it will also help you to better understand their evolving motivations, strengths, and weaknesses so you can support them properly. In exchange, you will find yourself surrounded by agents that respect and feel loyal to you.

Encourage Positive & Productive Mindset

As their leader, and someone who is dependent on the success of your agents, it is your job to foster a positive and productive environment in which they strive to thrive rather than survive.

One of the most effective ways of doing this is holding regular team meetings where the message is positive and encouraging. Remember, most agents go through periods of slow business or slumps which can be very discouraging. They won’t happen at the same time for everyone so stay consistent in your efforts to empower a positive mindset.

As for productivity, holding those regular team meetings for collaboration, team bonding, and goal setting is also effective. One of my favorite ways to boost their productivity is to hold contests. Consider giving away monthly or quarterly prizes to agents that:

  • Take the most listings

  • Close the most contracts

  • Make the most GCI

Make sure that the reward is also something exciting! I LOVE using AdvertisingBoost for this because they will allow you to give your agents free vacations (don’t worry they aren’t timeshares and they won’t have to sit through a presentation). For a small fee, you will be able to generate more excitement in your meetings, improve the overall team morale, increase agent loyalty, and increase your own profits when you sign-up for AdvertisingBoost.

Remain Consistent But Progressive

As you already know, you will not earn the initial trust or loyalty of your team without being able to supply them with a steady stream of leads and the resources needed to bring those leads to the closing table.

NAR reports that buyers and sellers alike name the following three qualities as their most desired traits in an agent or broker:

  1. Open and honest communication

  2. Technologically savvy

  3. Reliable and consistent communication

While two of those qualities are traditional and unwavering, one will force you to be constantly willing to evolve and adapt.

As far as the influence of technology in real estate, we have reached a point of no return. You have no choice to not only learn and employ the most advanced methods of technology and marketing for yourself but for your team.

If you want to build the most powerful reputation and position in your market, and every market your brokerage expands to, you must be seen as the most technologically advanced while still caring about people.

Since buyers and sellers are demanding that their agents be able to provide them with these modern conveniences, you better believe that your agents will demand you enable them to do so.

Again, by regularly creating training content for your agents (and prospective agents) to learn from, you will save yourself tons of time, earn loyalty, and help them to grow in the right direction towards lasting success.

Want My Help In Growing Your Real Estate Brokerage With Inbound Marketing?

Whether you need a full-blown growth strategy or just a little guidance, I’ve got your back. Not only am I happy to ghostwrite all of your brokerage’s marketing and training content, but I can show you how to repurpose it, leverage it, and profit from it. I am also here to provide you with personalized coaching and guidance on everything from technology to branding from a strategic standpoint. If you’re tired of wasting your time, money, and energy to grow your real estate brokerage, schedule a call with me now.

Don’t Miss These Amazing Resources To Grow Your Real Estate Brokerage:

Are Real Estate Brokers Actually Wasting Their Time Recruiting Agents?

3 Obvious Reasons Every Broker Needs Their Own Alexa Skill

5 Reasons Brokers Can't Afford To Not Publish A Book

Jumpstart Your Real Estate Brokerage With Content

The Ultimate Secret Weapon For Realtors & Brokers

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Would you want to go to a dentist to have your heart treated?

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If I had a nickel for every time I saw a real estate agent asking about Facebook ads or complaining about their results I would be a very wealthy woman.

Hands-down, the Facebook advertising platform is the most sophisticated and accessible that has ever existed.

Millions of dollars can be made by business owners that understand the ins and outs of the platform and know how to leverage it the correct way. However, make no mistake about it; that does not describe most people.

Just about every real estate agent or broker has at least dabbled with Facebook Ads at some point, but few take the time to master the art and the science of the platform and as a result wind up pissing their money down the drain.

I know that many of you can afford to waste your money with poorly constructed ads but most of you cannot and none of you want to!

So today, I am going to break down the most common and costly mistakes I see real estate agents make with Facebook Ads.

Keep reading to learn:

  • How to get your targeting on-track

  • Why you should NEVER boost posts

  • How to optimize your results

If you are ready to skip over all of that expensive trial and error and get straight to the part where all the leads begin pouring in then this post is for you!

Facebook Advertising Mistake 1: Boosting Ads

You know how Facebook is CONSTANTLY telling you that one of your posts is performing well and then they tell you that you should boost the ad to continue your momentum?

DON’T!!!!

I know that Facebook does an excellent job of making it sound like this is in your best interest but you need to resist the temptation.

The big problem with boosting a post vs. creating an actual ad is that you are unable to select your objective with a boost. When you boost a post, the platform will try to #DoAllTheThings and the results will be shitty.

You know that phrase “Jack of all trades; master of none”?

Bingo! That is essentially what your boosted posts are attempting to do. Rather than operating with a specific function, they are trying to get likes, follows, comments, and clicks but it hasn’t been designed or optimized for any of those things.

For example, let’s say that you post one of your real estate blog articles to Facebook in hopes of driving traffic to that post and then either opt-in for a free download or start searching for properties that you have featured alongside the post.

Now let’s assume you decide to boost the post for $5 and you get the following results:

  • 8 people like your page

  • 2 people comment on the boosted post

  • 4 people click-through to go to the actual blog post

  • Only 1 person actually opts-in (this was your original goal)

Obviously, these are less than stellar results.

Now let’s take that same post and the same goal of driving traffic to the post in hopes of earning opt-ins and create an actual Ad. In this case, you would select “conversions” as your objective for the ad which means that you would only have to pay Facebook when somebody actually reads your blog post and opts-in.

This time, you could expect your $5 budget to earn you 2-3 people that opt-in after reading your blog post versus just the one from boosting the post.

Facebook Advertising Mistake 2: Terrible Targeting

The targeting component of the Facebook Ad platform is one of its biggest strengths but also where many people get hung up.

I don’t care how mind-blowing the content of your ad is; if your targeting sucks your results will too!

You need to be able to apply both common sense and critical thinking to ensure that your ads are being placed in front of the right people and driving the results you’re so eager to earn. As always, the deeper your understanding of your ideal client is, the better your ads will perform.

You also need to have a clear understanding of what you are trying to accomplish because that will tell you what type of audience to market to. I have a very helpful worksheet here that you can use to nail down exactly who you are tiring to target and understand what makes them tick.

Let's say that you are trying to target millennial bachelors looking to purchase a home in Seattle and you are using a downloadable guide tailored specifically to them as your hook or opt-in to get them into your funnel. When it comes time to select your audience it should be pretty obvious to you that you should not just randomly select people of the age 18 to 65 and include both genders. this would be a huge waste of your money!

Take that extra time to carefully think about what it is that you're offering, who you are offering it to, and what's those people share as common interests. Then strategically include all of those details and you're targeting and incorporate careful exclusions to reduce wasted ad spend on the wrong people.

Facebook Advertising Mistake 3: Crappy Content

Obviously, we are all bombarded with Facebook Ads on a daily basis. Unfortunately, as someone that has a higher understanding of how they work, I am pained by the number of real estate ads that I see that have flat-out shitty content and equally shitty results.

Equally as important as the targeting in your Facebook ads is the content of the ad themselves. Both the written and visual portions of your ads need to be able to grab and hold the attention of those that you are trying to attract.

The Images: Both still pictures and videos have the power to make or break your ads because they are often what first jumps out at someone as they are scrolling through their newsfeed. There are two schools of thought about whether professional images vs. unassuming home shot being the most effective. However, one thing that is for sure is that the immediate first impression needs to be something dramatic enough that it makes the person stop scrolling to learn more.

The Copy: The copy portion of your Facebook Ads needs to be engaging enough to get your target interested, clearly communicate what you want them to do (CTA), and make it obvious how they will benefit from taking that action. Don’t forget to tap into the pain points of your targets and incorporate emotional language for the one-two punch. Not confident that you will know how to tug on heartstrings. deploy logic, and write copy that will captivate? I would be happy to write the copy for two versions of your Facebook ad for just $175.

Facebook Advertising Mistake 4: Failure To Follow-Up

This one just plain pisses me off!

I can’t believe how many of you invest in building profitable ads and then fail to implement systems to follow-up with the leads that you earn.

Seriously?! Are you fucking kidding me?!

Listen, I’m not asking you to pick up the phone and call everyone or directly email everyone that opts-in from your ads. All I ask is that you get them into a strategic funnel that gets them segmented and qualified so you know who to follow-up with, when to follow-up with them, and the best way to follow-up with them so you get the conversion.

The Best Way To Follow-Up With Your Facebook Ad Leads

As soon as someone opts-in to one of your lead capture devices they should be placed into an appropriate email drip-campaign to automate the follow-up process for you and start pushing them through your funnel.

Depending on the target, the type of content that was used to hook them, and your ultimate goal, you will need anywhere between 3-7 emails in your drip series.

Again, the content of the emails in your drip campaign will need to be carefully crafted to:

  • Address the pain points of the targets

  • Incorporate emotional and conversational language

  • Include neurolinguistic programming (NLP)

  • Drive action with strategic calls-to-action (CTAs)

I know that this type of writing isn’t necessarily in the wheelhouse of many real estate agents so if you would like assistance putting together a profitable email drip-campaign that automatically follows-up with the leads you just paid for and holds them by the hand to the conversion point then please hit me up!

Oh, and check out some other nifty guides:

How to Attract Millenial Homebuyers Using Social Media

Are You Losing Real Estate Clients Due To Your Lame Social Media Presence?

How To Prevent Your Social Media Followers From Tuning You Out

The Secret To Becoming Stalkable On Social Media

How To Convert Your Real Estate Blog Posts Into Videos

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Have you given up on open houses?

Are you tired of spending entire afternoons sitting alone, picking at a cheese platter, frustrated with all of the time and money you just wasted promoting the open house?

Are you convinced that open houses don’t really work?

I don’t blame you! Waaay back in the day when I was an agent’s assistant I was forced to sit in my fair share of under-promoted and empty open houses.

Not exactly my idea of a fun weekend.

As you know, I’m not a massive fan of lame and outdated marketing tactics. However, with some modern tweaks to your strategy, I do know that you can make hosting open houses worth your time and actually generate both buyer AND SELLER leads!

If you are at least open-minded to the idea of getting clients from your open houses, make sure you check out these 13 more modern strategies for marketing an open house.

***WARNING*** This post is SO chock full of juicy and actionable tips that it is also really long too! If you don't have time to read it now, make sure you save it for later or use the image below to Pin it to your Pinterest.

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1. Livestream Your Open House On Facebook

In my article The Real Estate Agent’s Handbook To Facebook Live, I talked about how live feeds have become one of the most powerful ways of getting the attention you so desperately desire from people online.

Check out these stats about Facebook Live that prove I’m not making this up:

  • Facebook Live Videos Are Watched 3x Longer Than Videos That Aren’t Live Anymore

  • Users Comment On Facebook Live Videos At 10x The Rate Of Regular Videos

  • 82% of viewers prefer live video to social media posts

  • Companies using video experience 41% more web traffic from search engines than non-users do

Therefore, it makes perfect sense that you should go Live during your open house to get more eyes on the property, as well as, you.

Of course, I know that many of you have the tendency to feel nervous about going Live and prefer to have the option of pre-recording which is why I suggest that you sign-up for One Stream which will allow you to make previously recorded videos appear as though they are streaming live!

How flingin’ flangin’ cool is that?!

If you are brave enough to actually do the stream Live during the open house there is another benefit you may not have thought of…

Social proof!

Think about it, people want what other people have and want. Therefore, if you go Live while your open house is full of other people, it will show those watching just how desirable this listing really is!

This should come as no surprise but my main man Gary Vee also believes this is a necessary part of your open house marketing strategy. Check out what he has to say about the idea of going Live from your next open house:

“I can envision a hotshot real estate agent streaming live from an open house while talking to potential clients. Potential buyers will be able to view the house remotely and ask relevant questions that the realtor can respond to and show in real time. Think about all the house-showcasing programs that took television by storm in the late 90s and into the 2000s. It’s MTV cribs made even more compelling with live streaming.”

2. Have Attendees Sign-In Digitally

Going back to open house marketing 101, everyone knows that you have to make everyone that attends sign-in so that you can continue to stay in touch, market to them, and get their feedback to apply for your growth.

However, if you have done this even once, you know what a pain in the ass it is to try and read other people’s sloppy handwriting while trying to import them into your database.

The difference between one little letter could be the difference between a future client or a waste of space in your database!

Instead, download one of the many apps out there, like Open Home Pro from Placester, that will allow people to sign-in digitally and save you tons of time and frustration.

3. Use Voicemail Marketing To Invite Your Network

I want to preface this section by warning you that it is important that you comply with DNC lists but if you are looking to promote an open house voicemail marketing is very powerful!

Using an app like Slydial, you can pre-record a voicemail and send it out to your database to let them know they’re invited to come check out your amazing new listing at the upcoming open house.

As always I’ve got the hook-up for you! When you click here to sign up for Slydial AND use referral code 44107f100, you will get 100 free ringless voicemails to market your next open house! Make sure you use that referral code to get the freebie.

4. Virtually Stage The House

Here is one I am willing to bet you haven’t quite thought of…

Even if you have already had the listing professionally staged, that doesn’t mean that it will appeal to everyone.

However, you could help open the eyes of the potential buyers by providing virtual staging photos of the property in a variety of different styles.

If you can afford to have some of the images printed to display during the open house that would be great. However, also offer to email or text the various versions to attendees.

Using a virtual staging service like this one is a very inexpensive way of dressing up a listing and helping everyone envision themselves living there the way they would want to.

5. Use Door Hangers In The Neighborhood

I’m no true fan of door-knocking. Not even close.

However, if you are planning on beating the streets in your listing’s neighborhood, I love the way that All Things Real Estate has created engaging print products.

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Many real estate agents and brokers strongly believe that door hangers are an effective way of keeping your brand in front of your farm and getting the attention of nosy neighbors.

At the end of the day, your clients want to know that you are going above and beyond to do everything that you can to get their property sold. When they drive through their neighborhood and see that you have not only gotten the word out online but have let the neighbors know, they’ll be pleased.

6. Distinguish The Listing With 3 Key Factors

One of the biggest challenges that every agent faces when it comes to marketing a listing or an open house is getting people to pay attention to it. Even harder than that is holding that attention once you get it.

To be successful with making any listing stand out, you need to identify what factors make that property unique and then clearly communicate those factors in your marketing.

Take the time to go through the MLS and research what features exist in your listing that is not being seen in the comps and then exploit them for all that they are worth.

Are the bedrooms bigger?

Are the ceilings taller?

Is there something over-the-top and unusual?

Make sure you are always ready to rattle off what makes this property so special when you are promoting the open house and when talking to everyone that attends.

Oh, and be sure you talk about them when you do that Facebook Live we talked about earlier!

7. Offer Neighbors An Exclusive Sneak Peek

Getting the neighbors in the door of your open house is always valuable. Especially, when this neighborhood is within your target geographical farm.

Although we are firmly in the digital age of real estate, many still believe that a face-to-face exchange is more valuable than 100 emails.

While attracting a large turnout for the open house itself is our main goal today, inviting the neighbors for an exclusive sneak peek of the property is a phenomenal way of getting the property exposure and leveraging the networks of the neighbors to get heads in the door during that open house.

Be sure that you are actively engaging with everyone that attends that preview and ask them for the names and contact info of anyone that might be interested so you can invite them to attend the open house.

8. Use Instagram Stories To Promote The Property & Neighborhood

As you know, I am a huge fan of using Instagram to connect with your ideal clients and build a formidable business by means of inbound marketing.

If you have read my Definitive Guide To Instagram Marketing For Realtors, then you know I love the idea of taking people on tours of the neighborhood and the house through on your story.

This is a visual and engaging way of giving people an insider’s look and feel of what it would be like if they bought the property.

Use your story to take them on a walking tour, show off the community amenities, and really make those unique features we talked about before shine.

You can also use your story to promote the open house and your Live feed on Facebook by providing a link to the feed.

By the way, if you struggle with what to write in your Instagram captions, you can grab tons of free inspo right here.

9. Hold A Raffle Or Contest For Attendees Or Promoters

Really want to build up the anticipation for your open house and make sure that everyone you invite shows up?

Hold a contest or raffle with a prize that people will really want!

These days, people often opt to check out a property online rather than go out of their way on a Sunday afternoon to go to an open house. However, if you offer the chance to win something really cool, they will deem it more than worth their time.

My favorite and by far the most economical way to do this is to offer hotel stays and restaurant gift cards through AdvertisingBoost. For a small fee, you can give away an unlimited amount of these freebie vouchers for open house prizes, closing gifts, or just use them for yourself!

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In fact, as you can see above I sent my parents for a week-long getaway last year and I am taking my mother for a girl’s trip to Orlando using one of the free vouchers from AdvertisingBoost.

Make sure that you make it known in your advertising that you will be giving away the largest prizes to those that attend and sign-in at your open house and perhaps offer a smaller prize for people that opt-in to your lead capture.

I also suggest that you broadcast the drawing Live on Instagram, Facebook, and Youtube to get even more eyes on you and your listing.

10. Prepare Marketing Bundles For Attendees

Since your open house is going to be packed thanks to all of these juicy tips, it might be a challenge for you to be fully available to personally answer every question that buyers have while they are there. However, you don’t want those people don’t leave with unanswered questions which prevent them from making an offer.

To fix this issue I suggest that you prepare branded information packets which include:

This way, people walk away from your open house with tons of helpful information all about the property and the surrounding area. Even if they aren’t in love with this particular house, they may ask you to help them purchase another house within that same neighborhood.

Cha-ching!

11. Create An Immersive Experience For Luxury Listing Open Houses

There is no doubt about the fact that luxury listings deserve and require special attention in all of the marketing.

This is also true for the open house.

In my article How To Sell Luxury Listings Faster Using Creative Content, I talk about the fact that you want to “help potential buyers imagine themselves indulging in a life of splendor, opulence, and dissipation, as a result of buying your listing.”

When hosting an open house at a luxury property, you need to go above and beyond to help buyers feel fully immersed in the lifestyle that comes with that home.

Consider implementing the following ideas to knock the socks off buyers:

  • Have models serve fine champagne and hors-d’oeuvres

  • Rent a luxury yacht for waterfront listings

  • Stage exotic cars in the garage or at the front entrance

  • Use uplighting to make the house pop from the street

If you will be hosting this open house early in the listing process, make sure you have a photographer or videographer attend to capture images of the luxury cars, yacht, etc. to use in a promotional video of the property.

Bold videos which embody the lifestyle of the property like this one usually go viral, get tons of press, and attract tons of new clients:

12. Market Your Open House For At Least 3 Days

If you are going to take time out of your life to sit in an open house, you’re crazy not to invest the proper amount of time to promote it ahead of time.

Yes, people pop into open houses spontaneously. However, you will be far more successful by taking at least three days to get the word out to the world.

Remember, while we are always happy when the open house sells the home the main point is to generate more leads for your pipeline.

The more time and effort that you invest into properly promoting your open house, the more buyers you will attract and the more attention you will grab for sellers in search of a listing agent worthy of listing their own home.

I actually prefer that you give yourself even more time so you can do everything we have talked about today including the door-knocking, online marketing, prepare the information packets, etc..

If try to throw together an open-house last minute, your shotgun efforts will show in the end result.

13. Strategically Schedule Your Open House For The Best Days And Times

Speaking of scheduling, consider choosing creative yet strategic times for your open house. Believe it or not, scheduling your open houses at off-hours times can really pay off as long as you nail the promotion.

Here are some strategic open house scheduling suggestions:

  • Weekend Open Houses 9-11 am or 3-5 pm While everyone else does 1-3pm,

  • Weekdays – Thursdays 6-8 pm Works especially well during the summer hours has also netted great foot traffic

  • Any day power hours/happy hours – 5-6, 7-8 pm any day

  • Choosing hours more conducive the buyers' lifestyle and schedule has worked.

Need Help Getting More Clients From Your Open House Marketing?

As your trusted real estate content marketing guru and real estate copywriter, I am here to help you plan and prepare all of the content that you need to make the most of every open house, as well as, everything else you need to grow your real estate business.

Here are just a few of the services I provide to help you attract your ideal real estate clients:

  • Property Descriptions For The MLS

  • Neighborhood Profiles

  • Custom Real Estate Blogs

  • Real Estate Facebook Ads (custom copywriting)

  • Custom Real Estate Email Drip Campaigns

  • Real Estate Website Copy

To learn more about my real estate copywriting services, book a free consultation with me here.


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Any experienced and successful blogger will tell you that formatting is one of the most important elements of their blog.

Without the proper formatting, readers will quickly lose interest and bounce off your site costing you loads of wasted time and money.

It doesn’t matter how creative and valuable your content is, if your real estate blog isn’t formatted correctly it will definitely fail.

So today, I am going to show you exactly what you need to do to set yourself up for success with your real estate blog posts.

Add Branded Images

Images and videos are a simple but powerful way of improving your blogs SEO performance, as well as, keeping your readers engaged with the content. However, it is not enough to randomly select various pictures that you find on the web. The pictures that you choose to include in your real estate blog need to not only keep it legal, but they also need to be relevant and on brand.

In order to make sure that you are keeping everything on the up-and-up oh, I suggest that you Source your pictures from websites like Creative Market which I use for my own blog. Once I have found the image that I want to use, I edit it for free in Canva to add my blog title, logo, and brand color.

By branding the images that I use in my real estate blog I am able to create a stronger sense of brand recognition for my readers, as well as, present a more cohesive and professional impression.

Short Paragraphs But Long Posts

I know that in school you were taught to format each paragraph with a transition sentence, supporting points, and relevant details that fit each paragraph purpose. However, when formatting you were real estate blog, you need to ignore those instincts.

These days, most of the people that will be reading your real estate blog will be doing so on a mobile device. In order to keep them scrolling and their eyes locked on your content, you need to provide them with a sufficient amount of white space. In order to do so, make sure that you are limiting your paragraphs to one to three sentences.

However, do not make the mistake of keeping your posts brief because you are concerned about their attention span. Remember that any blog post below 500 Words will not even rank as a legitimate page with Google so you need to make sure every post is at least that long.

If you want to be truly successful and profitable with your real estate blog, shoot for a goal of at least 1,100 words for every post but make sure that the content is valuable and engaging enough to hold your readers' attention for that long.

Include Lists

Lists, both bulleted and numbered, are another very effective way to incorporate more white space into your blog posts and help draw out key points that you want to drive home with your readers.

I love to see bulleted lists at the beginning of a blog post to draw a connection between the pain points or problems that you are trying to solve for them and the benefits that your readers will reap when they read your blog post. This is a concise way of drawing them in and getting them focused on the amazing content that you're about to share with them.

Lists are also a very effective way of making sure that they don't miss the most important points in your longer posts.

Finally, I hope that you summarize your posts by reminding them in a bulleted list of everything that they just gained or learned by reading your real estate blog. This type of affirmation is a strong psychological chess move which will help you transition into your call to action.

Helpful Headings

Continuing with our theme of white space I want to drive home the importance of headings as well.

Headings are useful in a few different ways:

  1. Obviously, they add even more white space as I said.

  2. They inform the reader about the content to follow.

  3. They improve your SEO ( when they include keywords).

  4. They give a more cohesive structure to your post.

  5. They make your post more scannable.

In addition to all of that, I find that writing out headings as a general outline for blog posts helps to keep you focused and on-point so that you don’t forget to include the key points.

When a reader lands on one of your real estate blogs, they should be able to scan through the headings of the post and instantly be able to tell what they can expect to learn. The same goes for those cookey Google crawlers ; )

Get Professional Help With Your Real Estate Blog

I’ve got three ways to help you get your real estate blog off on the right foot and make sure that it becomes profitable for you from day one! Please choose the option that you feel will be the easiest and most efficient for you and your real estate business:

1. Join My Private Facebook Group - I have a special community of real estate bloggers of all stages that are learning how to generate leads from their content. I would love to have you join us!

2. Get Personalized Coaching From Me - Want to build your real estate business with a profitable blog but don’t know where to start? I’ve got your back Jack! Schedule a call with me here.

3. Let Me Write Your Real Estate Blog For You - Don’t have the time or energy to devote to writing powerful and fresh real estate blogs to build your business? Let me do it for you! Schedule a free consultation call with me here and I will customize a plan that works best for you, your goals, and your budget.

Oh, and be sure to check out some of this other super cool stuff:

3 Essential Blogging Tools for 2019

How & Why You Should Repurpose Your Real Estate Blog Posts

3 Ways Your Real Estate Blog Will Grow Your Team On Autopilot

Time-Saving Hacks For Your Real Estate Blog

4 Elements Of A Profitable Real Estate Blog

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Avoid These Mistakes When Starting A Real Estate Blog

Starting a real estate blog is one of the most powerful ways to reverse engineer or your real estate business and get your ideal clients to start chasing after you!

However, it is also one of those tasks that is easier said than done if you do not have previous blogging experience. In fact, every day I come across real estate blogs that are riddled with expensive mistakes that are driving away visitors and potential business.

I don’t want to see that happen to you so I have put together this list of the most commonly made mistakes on new real estate blogs.

Make sure none of these happen to you!

Mistake 1: Choosing A Free Blogging Platform

There are tons of free blogging platforms out there or like blogger and Active Rain. While these platforms are a great location for helping to market your blog, they should never be the original home of your real estate blog posts. Instead, I insist that you make your independently owned real estate website the home of your blog.

Doing this will help you to drive traffic to your real estate website where you can have lead capture devices in place, as well as, featured listings.

Remember, one of the main goals of your real estate blog is to drive traffic to your website and capture people with your sales funnel.

Mistake 2: Writing Like You Did In School

One of the craziest things about blogging is that it goes against so many of the rules that you were taught in school about English and writing. In fact, most of what you were taught about how to style and format a piece of content in school will actually work against you in blogging.

For example, take a look at the way that I have formatted this post. As you can see, I am keeping my paragraph limited to one or just a couple of sentences. That is something that would’ve gotten you into big trouble in school.

You will also notice that the language I use is far more conversational than anything that would’ve garnered you in A+ back then. Using conversational copy is very important for building a relationship with your audience and keeping them engaged throughout your content.

Mistake 3: Stealing Pictures Or Videos

I can’t even begin to stress enough how important it is that you avoid stealing video or picture content, from other websites.

This may seem like a relatively harmless thing to do but it can have devastating consequences on you and your real estate business.

I know that it can be a lot of work, and sometimes expensive to generate your own real estate content but it is FAR more costly to steal content from others.

It also completely unnecessary because there are phenomenal platforms out there like Creative Market where you can get stunning images to use for your real estate blog, podcasts, video series, website, newsletter, and more!

Mistake 4: Copying Content From Another Real Estate Blog

Just as it is extremely dangerous and detrimental to you and your business to steal videos or pictures for your real estate blog, it can be devastating to you if you steal written content.

Stealing content is never a good idea. Not only is it an unethical business practice, but it could cause you to be sued, have your site permanently deleted from search results (by Google) and severely damage your credibility. Not to mention, stealing content is flat out illegal!

Those agents that can create and post the most valuable and unique content will be able to build the most dominant web presence, and ultimately crush their competition. If writing is challenging for you, try hiring a professional real estate content writer like myself and then repurpose that content into podcasts and videos to accelerate your results.

Mistake 5: Not Posting Enough Or Consistently

Being successful with a real estate blog, or any blog for that matter is not random. It is just as much of a science as it is an art.

One major mistake that I see newbie real estate bloggers making all of the time is that they are not adding posts frequently enough or on any kind of consistent basis.

At a bare minimum, you need to be adding at least one 500+ word blog post to your blog every single week. It is important that they are at least 500 words because anything less will not rank as a legitimate page with Google and won’t allow your website to show up in search results.

You should also be publishing them on the same day of the week. However, if you are truly committed to growing a loyal audience that is eager to hire you then you need to aim for a goal of adding at least 3-5 fresh blog posts every week.

Mistake 6: Forgetting Your Real Estate Niche

The one thing that your English teacher taught you that you actually can and should apply it to blogging is to always, always, always consider your audience!

I cannot believe how many real estate bloggers miss the mark by failing to address the goals, concerns, priorities, and problems of their ideal clients in their content!

In fact, the first thing that I do with everyone that hires me to write their real estate blog for them is put them through an exercise (ask me about this) to clearly and very specifically define exactly what their niche or ideal client looks like. By doing this, I am able to tailor the content of their blogs far more effectively and dramatically increase the conversion rates of their articles.

Let’s not pretend like most real estate topics have not already been covered out there in the blogosphere. But you see, when you truly niche down and tailor your content to meet the needs of that specific audience, you can make a tired real estate topic feel fresh and new again.

Want More Help Starting Your Real Estate Blog?

I’ve got three ways to help you get your real estate blog off on the right foot and make sure that it becomes profitable for you from day one! Please choose the option that you feel will be the easiest and most efficient for you and your real estate business:

1. Join My Private Facebook Group - I have a special community of real estate bloggers of all stages that are learning how to generate leads from their content. I would love to have you join us!

2. Get Personalized Coaching From Me - Want to build your real estate business with a profitable blog but don’t know where to start? I’ve got your back Jack! Schedule a call with me here.

3. Let Me Write Your Real Estate Blog For You - Don’t have the time or energy to devote to writing powerful and fresh real estate blogs to build your business? Let me do it for you! Schedule a free consultation call with me here and I will customize a plan that works best for you, your goals, and your budget.

Oh, and be sure to check out some of this other super cool stuff:

3 Essential Blogging Tools for 2019

How & Why You Should Repurpose Your Real Estate Blog Posts

3 Ways Your Real Estate Blog Will Grow Your Team On Autopilot

Time-Saving Hacks For Your Real Estate Blog

4 Elements Of A Profitable Real Estate Blog

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Have you noticed that your real estate business has been slowing down lately?

Are you putting out social media posts or brush content to the sound of crickets?

Have you perhaps switched brokerages several times over the last 10 years?

If so, it is likely that your brand is missing the mark!

No need to beat yourself up about this because branding is one of the most common challenges among real estate professionals. As you know, they didn't teach you anything about how to build a profitable real estate brand when you were studying for your license.

However lucky for you, I am here to help you hit the refresh button on your real estate brand and make sure that it is perfectly tailored to deliver you the results you've been wishing for.

In today's post you will learn:

  • Simple & quick ways to update your branding.

  • How to ensure your brand will reach the RIGHT people.

  • The easiest way to craft your new real estate brand message.

  • How a brand refresh will dramatically improve your marketing ROI.

BUT FIRST... before we get deeper into the most important elements of crafting your shiny new real estate brand, I need you to download a free copy of my worksheet to clearly define your IDEAL CLIENT. At the heart and soul of every successful brand is a strong understanding of the target audience, what motivates them, and what their problems are! If you don’t know who you are trying to attract, it will be completely impossible to know what your brand should look, feel, and sound like.

1. Get Your Brand Message Together

The first thing that we need to tackle in your refresh is your brand’s message. The message of your brand is its centerpiece and for that reason, it requires the most attention.

More often than not, if you are not captivating and converting clients at a high rate, it comes down to a broken brand message. Once we get that fixed, every other element of your real estate brand will begin to fall into place.

Although this is the biggest piece of the puzzle, it is surprisingly easy to nail down.

Start by asking yourself the following questions:

  • What comes easily to you?

    • What do people commend you for?

    • What could you talk about for hours on end?

    • What sets you apart from other agents in your area?

    • Why do people say they chose you over your competition?

  • What is the biggest impact you make in your work?

    • What is the biggest takeaway that comes from working with you over the competition?

  • Who SPECIFICALLY do you help?

    • Who is your ideal client (use the worksheet above)?

When answering the questions above I want to encourage you to do a complete brain dump. In other words, write down everything that comes to mind without worrying about editing.

That is the next step...

Show Confidence And Be Concise

One major benefit of an effective real estate brand is that it will position you as an expert worthy of the trust and business of your ideal clients. However, that will require you to craft a brand message that exudes confidence.

Once you have your answers to the questions above, and you have poured your heart and soul into answering them truthfully, it is time to start editing them to show that confidence. The more concise you can be, the more powerful and profitable you will be.

Now, I know that can be easier said than done so I’ve got another exercise to help you deliver that powerful and punchy message and it centers around one word: benefits.

Showcasing The Benefits Of Hiring You

You MUST be able to communicate how your ideal clients will benefit from working with you.

To identify those benefits, start by making a list with two columns. On the left side, write a list of the top 10 things that you help your clients accomplish. On the right side, write down the benefit of each thing that you do for them.

Here are a couple of examples:

The Service I Provide

How It Benefits My Ideal Clients

I help real estate agents identify their ideal client.

Agents convert more business and enjoy their work more because their quality of clients improves.

I write real estate blogs that capture leads and earn passive income.

Agents earn more revenue through multiple inbound streams and get more free time.

The magical glue that connects the two columns is the phrase “so that”. By inserting those two little words between your talents and the benefits they provide, you will be able to design a dynamite real estate brand message.

To make things easier for you, I have put together this handy worksheet so you can identify your unique value.

2. Tie In The Visuals

One of the most obvious, and therefore impactful components of your brand is the visuals i.e. your logo, headshot, brand color, etc.

If you haven’t had your headshots done within the last couple of years then there is no urgent need for you to have them done again.

However, if you are one of those people that have a headshot that looks like it was taken 20 or 30 years ago and it is plain to see, you absolutely must replace them. Not only are you not fooling anyone with these outdated pictures but you’re representing yourself as someone unwilling or unable to keep up with change and technology.

Your brand color and logo also need to tie into your brand message in a way that makes sense. For example, if you’re building a fun, personable, upbeat brand you shouldn’t be using colors like red and black in your brand because they convey a very different message and feeling.

3. Revisit The Pain Points

The pain points of your ideal clients are extremely crucial to your success.

Go back to that chart that you created of your talents and the benefits that they provide. Also, refer back to the ideal client worksheet that I provided for you above and review your answers to question 20. You should be able to come up with at least 15 to 30 answers about the problems or pain points of your ideal client.

If you are struggling with this please feel free to reach out to me but this is a clear indicator that you’re going to have to do some market research to get a better understanding of your ideal client or perhaps change them altogether.

4. Clean Up Your Website

I hope that most of you have your own real estate website by now! However, once you do get it up and running, you can’t just leave it alone and let it sit there all stagnant and shit. At least not if you want real traffic and real clients from it!

In order to please the Google Gods and make sure that your real estate website is doing all that it should for you, you should take some time each season (at the least) to perform a little checkup.

You also need to incorporate your new brand into your website once you have it on solid ground. Make sure you (or your VA) combs through the entire website to ensure that it is in alignment with your brand’s message, colors, and those pain points that we just talked about.

In this post, I give you the 5 easiest but most impactful ways you can refresh your real estate website with all of your fancy new brand knowledge that I’ve given you today.

5. Boost Your Bio

The “About Me” page of your real estate website or blog is NOT what you think it is!

Most people make the mistake of writing some long, drawn-out bio all about who they are, how they got involved in the business, and why they are so great.

This is a HUGE mistake!

I know it might sound crazy but your “About Me” page should not really be about you and your company as much as it should be about the people you are trying to attract.

The content on this page should be designed to psychologically tap into the hearts and minds of the people reading it and make them feel as though you really understand them.

You want them to walk away from this page feeling a deeper connection to you and seeing you as the solution to their problems and the pivotal stepping-stone to their dreams.

The more that you make this content all about you, the more you will alienate readers and the higher your bounce rates will climb.

The truth is that crafting a professional bio that actually converts for you is a process so I have crafted this guide to outline how to do it in 5 steps. However, if the idea of writing your own bio sounds too overwhelming or time-consuming, I am more than happy to do it for you!

6. Scrub Your Subscribers

When was the last time you took a hard look at your list of email subscribers? I’m willing to wager a bet that it’s been a little while.

Now, this may seem a bit crazy, but I am a big fan of deleting contacts from my list of subscribers. Not at random of course, only the ones that are clearly and consistently not engaging with the content that I’m sending them.

When you scrub your email list you get to reap several benefits:

  • You’re open rates increase.

  • Your click-through rates increase.

  • You save money on your email marketing software.

  • The overall resale value of your list increases.

Not only should you scrub your email list of the people that clearly don’t appreciate your content but you should also work on segmenting your list.

If you are a real estate agent, at the very least you should have your list segmented into buyers and sellers. However, the more segments that you create and the more specific they are the better you will be able to send the right content to the right people in order to increase your conversion rates.

7. Make It All Match

When it comes to branding, consistency is your best friend!

You need to make sure that all of your marketing and branding products are cohesive and in line with your new brand message.

Every social media profile that you have should match.

The tone of all of your blogs, podcasts, and videos should match.

You need to make sure that when people are surfing through various platforms whether it be your website or elsewhere that they can instantly recognize something that belongs to you and your company. The only way to do that is to make sure everything is consistent.

Need More Help Developing A Profitable Real Estate Brand?

So far, I have shown you:

  • The fastest and easiest way to find your new brand message

  • How to identify your unique value offering

  • What to say to convert clients hook, line, and sinker

  • How to give your real estate brand a polished a professional appearance

However, I understand that this is challenging work and if you are anything like most people, you will need some extra help to bring everything together.

No worries because I am here to help!

All you have to do is book a call with me so we can chat about what is holding you back and make sure that you get on the right track!

You may also be interested in these throwback posts:

How To Build A Winning Real Estate Brand

High-Tech Ways To Market Your Listings

5 Tips For Writing Your Real Estate Website About Me Page

How To Convert Your Real Estate Blog Posts Into Videos


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Welcome back! As you remember, last week in part one of this series I revealed to you that one of the easiest and most effective ways to beat Zillow in search results is to build out your collection of neighborhood profiles and hyperlocal content.

I also showed you how building your library of hyperlocal content would help you to:

  • Show off your local expertise

  • Build your email list

  • Set you apart from local competition

  • Generate more qualified buyer and seller leads

  • Keep visitors on your website much longer

Finally, I told you that there was a second strategy to help you outrank Zillow so that you can capture more buyers and sellers in your farm.

That strategy boils down to just three little letters: F. A. Q.

That’s right, a well-assembled list of frequently asked questions can dramatically escalate your performance on the web and allow you to passively gather hoards of buyers and sellers in need of your services.

Today, I am going to explain:

  • Why FAQ pages are so important to the success of your real estate website

  • What questions you should include on your FAQ page

  • How many questions you need to be successful

  • The right and wrong way to answer those questions to optimize results

So keep reading to learn how to put the final nail in the coffin of Zillow and all those other real estate bullies that have been stealing business from you for so long.

What Is So Powerful About Real Estate FAQ pages?

Not only does your FAQ page help to streamline some of your customer service issues by addressing common questions, but they also help you to supercharge your SEO.


Even if you don’t know anything about search engine optimization, you probably know the number one rule which is that the rules are constantly changing.

One of the biggest and most prominent changes to SEO in the last five years is how the algorithms for Google search to answer questions more efficiently. More specifically, they are drawn to websites that can produce an instantaneous answer which they can display right on the search results page. In other words, if somebody asks a question which you have posted on your FAQ page, you are that much more likely to show up as the top result in a Google search.

Furthermore, search engines are becoming more and more drawn to full sentence questions because more and more people are running searches verbally through assistants like Siri and Alexa.

How Many FAQ’s Do You Need?

In my opinion, you can never have too many FAQs. However, a great starting off point would be about 25 to 30. I frequently suggest to my clients that they add one or two essay cues to their page when they have a couple of minutes of downtime. Frequently adding new questions and answers, a.k.a. fresh content, to your website, will continuously boost your SEO as well.

How Do You Know Which Questions To Include?

The obvious answer here would be those questions which are most frequently asked by your target audience. However, I strongly urge you to include niche specific questions and answers which will help to gain more targeted traffic and showcase your unique expertise.

Try to put yourself in your ideal clients’ shoes and come up with as many questions as you can from their perspective. As your collection of questions grows, do not be afraid to section them off into categories in order to make finding them easier for your real estate website’s visitors.

How Long Should Your FAQ Answers Be?

Use your judgment on this one. If you can provide an appropriate answer within a couple of sentences, then, by all means, do so.

However, if you believe that the topic at hand is the one that should be addressed in greater detail, this is the perfect opportunity for you to provide a link to a blog post, video, or podcast episode which you have already created to address that topic.

Those internal links on your website will further improve your SEO, as well as, keep prospects on your website much longer so they can fall in love with you and hire you.

Don’t have a long-form piece of content that answers the question yet? Well, then I think you just found inspiration for your next piece of real estate content my friend.

What Is The Fastest Way To Create A Real Estate FAQ Page For Your Website?

As I mentioned, there are several easy ways to brainstorm questions for your FAQ page. However, putting your list of questions together and creating the content around them can be time-consuming.

As a result, many agents make the MAJOR MISTAKE of copy and pasting this content from other websites. You should NEVER do that under any circumstance because it will:

  • Severely damage your SEO

  • Potentially have your website permanently removed from search engines

  • Make you vulnerable to lawsuits

  • Put you in jeopardy of losing your license

I’m sure I don’t have to tell you that it is totally not worth it to try and cheat that way.

Instead, if you want to reap all of the benefits of an effective FAQ page for your real estate website without an ounce of effort, simply allow me to write it for you.

I will put together a list of questions that will not only appeal to your ideal clients but will make Google swoon for you too.


To get started, simply book a free consultation with me here at your convenience.

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By now, I am thrilled that most of you understand that with most (over 90%) real estate transactions starting from an online search, that you have no choice but to have your own real estate website.

Every day, buyers and sellers are hopping online looking for someone like you to help them through their move.

Just imagine how your life and business would change if you started to become the number one result when people were searching for an agent or property in your market. I’m sure I don’t have to tell you that would be a TOTAL GAMECHANGER!

I am pained to see how many of you are throwing up your hands with trying to rank on Google because you can’t come close in searches to the big dogs like Zillow who dominate most results.

I know that you didn’t spend all of your time and money to build a website just to have it never attract organic traffic from buyers and sellers looking for an agent in your area.

Lucky for you, I also know one of the easiest and most effective ways to outrank Zillow and the other real estate bullies which I’m about to share with you.

That’s not all either!

The super simple secret I’m going to expose today will:

  • Show off your local expertise

  • Build your email list

  • Set you apart from local competition

  • Generate more qualified buyer and seller leads

  • Keep visitors on your website much longer

Are you ready for it?

The secret but insanely easy way to climb the ranks and kick Zillow in the teeth is to build out your real estate website’s neighborhood profiles a.k.a. Community pages.

Say whaaaa?

Yup! You see, the big real estate “bullies” like Zillow frequently dominate search engines because of their size and volume of content (primarily listings).

One of the biggest things that they seriously struggle to populate their websites with is hyper-local content like neighborhood profiles because they have to cover the entire country; a steep hill of content to climb.

Lucky for you, you don’t have to create a page or profile for every community or neighborhood in the country, you only have to do it for your local farm. That challenge or weakness of theirs is also your (potential) strength if you take advantage of it.

It is because of the sheer power of these profiles and pages that I have been able to help a ton of real estate agents reach the top of search engines. In fact, they have become my second most popular product over the last year!

As usual, I’m not just here to tell you the answer to your problem.

No, no no…

I’m here to show you EXACTLY how to solve it.

Keep reading to learn:

  • How many neighborhood profiles or community pages you need

  • How long each profile should be

  • What to include in every profile

  • How to format your profiles

Plus, I’m not sure if you noticed but this is just Part One in a two-part series which means that next week I’ll be back with the other simple, secret way to stick it to websites like Zillow and score all those buyers and sellers that have been looking for you online. So make sure that you subscribe to get direct access to Part Two.

How Many Neighborhood Profiles Do You Need?

In general, you are going to want to cover as many as possible within your local farm. What this comes down to is having not only the most neighborhood profiles but those that are the most extensive. If you are covering an entire county, then I urge you to start breaking down the county in two different quadrants than individual cities and towns and eventually individual neighborhoods. If your particular market has a lot of new construction or gated communities I strongly urge you to cover each of those individually as well. The agent with the most hyper-local content, like neighborhood profiles, will quickly climb the ranks in the search engines.

How Long Should A Neighborhood Profile Be?

As a rule, every page on your real estate website should be as lengthy and full of valuable information as possible. However, as a bare minimum, you need to have at least 500 words on any given page in order for it to even rank or be registered as a legitimate page in the eyes of Google. Therefore, the obvious answer is that you need at least 500 words but I strongly urge you to shoot for at least 1,100 if you can. Google is constantly scanning each page of your website to see how much content is there, how valuable it is, and how original it is. In other words, if you have a direct competitor that has 10 neighborhood profiles that are all 600 words each you can still beat them by creating the same 10 with double or triple the amount of content on each page as long as it is still original and valuable.

What Should You Include In A Neighborhood Profile?

When people are shopping around for their new home, they are just shopping for the home itself. They are looking for a home in a location and a neighborhood that will fit into their lifestyle. They want to know how long it will take them to get to and from work each day. They want to know that their children will be able to attend a school that they are comfortable and proud to place them in. They want to know what the neighbors will be like. In order to make sure that you are satisfying the cravings of perusing buyers, make sure that you include the following criteria into each of your neighborhood profiles.

  • Insight about the lifestyle - In this section, you need to paint a picture about a day in the life of homeowners in this neighborhood. Talk to them about how bustling and busy or peaceful and private neighborhood is. Talk to them about the neighbors. Give them an idea of what it will feel like to live their day-to-day life here.

  • Details about the homes - Not only do people want to know what it will be like to live in a particular neighborhood, but they also want to know what the homes themselves are like. Fill them in on the details they care about like the floorplans, builders, style of the homes, etc..

  • Community amenities - This is particularly relevant when you are covering an individual gated community or perhaps a new construction community. Buyers that are shopping for homes in these types of neighborhoods are particularly concerned with the types of amenities that will be included with the fees and purchase price of their new home. I am a big believer in simply listing these with bullet points to make it easy for potential buyers to absorb.

  • School districts - Schools are of major interest to parents and want to be parents. It is a no brainer that you include the school districts for preschool, elementary school, middle school, and high school so that buyers know what they are getting themselves and their children into. On the occasion that the schools in that district are of higher regard, it is especially important that you highlight this within your profile.

  • Relevant listings - One of the main points of having these neighborhood profiles or community pages, aside from dominating the search engines, is to draw attention to homes for sale in those areas. Therefore, it should be obvious that you need to make sure that your ID ask is feeding relevant listings into each page. If you cannot see them directly into the page, make sure that you at least have a button or link that will allow interested buyers to start searching for homes in that neighborhood elsewhere on your site.

  • Local businesses - at the very least, you should include a list of local businesses for each community that will be relevant to buyers. This could be businesses like local restaurants, bars, shops, etc. If you can, however, I strongly urge you to build out profiles of each business overtime. Doing this will really supersize your content and massively improved SEO of not just your community pages but your website overall. You cannot afford to hire someone like me to do this for you, I suggest coming up with a simple questionnaire that you can use to interview the managers or owners of these local businesses to save yourself some time.

  • Local events - Just as potential homebuyers searching through these neighborhoods are interested in the local businesses, they’re very interested in the various events that take place around the community. Again, people want to know what type of lifestyle they are flying into, in addition to the home it’s self. Frequently, my blogging clients receive articles that highlight seasonal or monthly events for their farms which can easily be posted on these community pages.

  • Related blog posts - Speaking of blogs, this is the perfect place for you to feature articles that are relevant to each neighborhood. For example, if you have a blog post about the best coffee shops in the west end of Seattle, assuming that’s your farm, then you should be featuring that on your community page about the west end of Seattle and every micro-neighborhood within that area. Keep in mind that internal links like this will not only help to keep people on your website much longer, they are another added bonus to your SEO.

  • Photos and videos - I hope that I don’t have to tell you right now that you are in a visual business. People don’t just want to read and hear about homes and neighborhoods and lifestyles, they want to see them. The more original pictures and videos that you can create which showcases these neighborhoods the better your page will perform for both in search engine rankings and in conversions.

  • Call-to-action - Please don’t ever expect people to go out of their way to do what you want them to do. You have to tell them what you want them to do. Throughout your community profiles, there need to be calls-to-action that direct your website visitors to either subscribe to your newsletter search please don’t ever expect people to go out of their way to do what you want them to do. You have to tell them what you want them to do. Throughout your community profiles, there need to be calls-to-action that direct your website visitors to either subscribe to your newsletter, download a recent market report, reach out to you directly, or search for listings. Remember, at the end of this we are trying to get these visitors to become leads within your final, and eventually your clients. Is your job to hold their hand every step of the way.

The Fastest Way To Create Dozens Of Neighborhood Profiles

Obviously, you can take the time to build a list of the neighborhoods, do all of the research and write up a comprehensive profile on each one. However, if you are anything like most real estate agents that would take way more time than you have to spare. Or, you could hire me to do all of that tedious heavy lifting for you and know that you are getting well-researched profiles that are written to please both search engines and readers (a.k.a. Your future clients). To get started, simply book a brief consultation with me here.

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You know that feeling when you get your hands on a shiny new real estate lead, make contact, and they’re receptive to working with you on buying or selling?

It’s a thrill, isn’t it?!

But as exciting as that is, most of you know by now that that promising new lead can go dormant just as quickly as it appeared.

Most of the time this is because you failed to follow-up. But I’m not here to play the blame game with you!

I’m here to help you revive those dying deals with nothing more than a short and sweet text message.

Each of the text messages that I am going to share with you today are backed by both psychology and statistics which illustrate just how effective they are.

I’m happy to share these with you for free! All that I ask is that you do everything in your power to bring these deals to the closing table after I help you save them.

For New Buyer Leads - 65% Response Rate

When someone starts searching for properties through your website, I strongly urge you to reach out via text to let them know you are there for them and will be staying in touch. In most cases, these deals are made or lost by your ability to react to the buyer’s behavior within 30 minutes! Therefore, it is a good idea to keep your new lead text as a note ready to go in your phone if you don’t have an automated system in place.

Try something like this:

“Hi Sarah, I’ve handpicked some listings for you to check out and I’m sending them over. Love, like, or hate them, let me know what stands out most about them? Once I know what you love, I’ll be sure to keep them coming”

This will help to increase the open rates of the follow-up emails that you send which contain listings chosen based on the criteria they’re searching with.

Bargain Hunters - 66% Response Rate

As we all know, there are tons of buyers out there that love to bargain shop! These are the ones that are regularly searching for the bottom of the barrel properties in your market.

However, even those buyers that are ready to spend 7 or 8 figures on their next home, want to feel as though they are getting a bargain when they buy.

The psychology behind the bargain hunter text message taps into that basic human drive to get a great deal and it is wonderful for warming up aging buyer leads that have cooled off in their responses and behaviors.

Try something like this:

“Hope all is well, Sarah! You reached out recently about a home in foreclosure. There are actually a few fantastic foreclosure opportunities on the market today - shall I send them over for you to check out?”

Random Day Line Drop - 52% Response Rate

Sometimes you find yourself with some free time to follow-up on old leads. Other times you may have time-blocked some time to get back in touch (as you should). During those times, you can use a very simple text message using nothing more than the day of the week as an opener.

Try something like this:

“Happy Saturday, Sarah! It’s been a bit since we’ve talked but wanted to give you a heads up that there are a few homes in your target area that caught my eye. Let me know if you want some more info on them 😀”

Scheduling Showings - 44% Response Rate

In some cases, you will have buyers that are fairly regularly active but still aren’t responding to your emails or drip campaigns. When this happens, I like to suggest sending a quick text to let them know that you’re tuned into them and their preferences and you are happy to serve them. You never want to be overly pushy with these people but it is still important to remind them that you’re always available as a resource.

Try something like this:

“Hi, Sarah! I see you’ve been saving some homes listed on my website - would you like me to let you inside to get a better feel? There are a few similar ones I’d be happy to show you too if you'd like?”

How To Be Successful With Real Estate Text Message Marketing

There are many reasons that you can argue about why text message marketing is more effective than other mediums like email.

While I think it is important to have a well-rounded approach, I agree that text messaging is more intimate and can yield wildly impressive results. However, I want to caution you to keep your messages brief, and above all, personalized.

Don’t be afraid to inject your own brand of creativity and alter the language of the examples above to sound a bit more like you.

Happy Texting!

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