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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!

Check out some other cool stuff…

Seductive Email Subject Lines Buyers & Sellers Can't Resist

How To Build A Winning Real Estate Brand

High-Tech Ways To Market Your Listings

Jumpstart Your Real Estate Brokerage With Content

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As a real estate professional, you are constantly investing your hard-earned money into marketing materials like your real estate website, newsletter, and digital ads.

If you are anything like most in this business, you are probably disappointed at least a few times a year with the results of these materials.

Let's take your real estate website for instance…

One of the largest marketing materials that you will invest in during your career is also the one that should be producing one of the biggest, if not main, source of income. However, even if the design, features, and SEO are all done perfectly, your website could still fail to convert for you simply because the copy is killing your sales.


Believe me, this is one of the most common things that I see with the marketing materials used by real estate professionals today.

Obviously, I know that you don't have the time to go out and learn how to become a professional copywriter so I'm going to share with you the five most common copy mistakes which are the dirty little culprits killing your sales.

1. Boring, Overly Formal Copy

First up on the list is formal copy. I know that in school you were taught to always use perfect punctuation and grammar and never to write in a way that sounds how you would speak.

Guess what?

All of that is completely wrong when it comes to sales copy!

When you are trying to snag someone's attention, captivate them, and convince them that you are the solution to their problem, the last thing you can afford to do is bore them with overly formal copy that sounds like it was written for a thesis or professional report. Instead, what you need to do is infuse your personality and brand into every word in a way that will keep them reading.

You need to make your sales copy conversational and catchy if you want to convert.

I have said it a thousand times but I am happy to say it again; people buy from people, not companies. If you want people to buy from you then you need to talk to them as though they are a real person and you are one that cares about them.

2. Making It All About You

When you are writing about your company, product, or service, it is only natural to feel inclined to talk about it. Sure, to some extent you will need to. However, spending too much time talking about you and what you have to offer will sooner alienate your potential customer that it will convert them.

Instead what you need to do is tap into the problem that they have, use emotional appeals, and show them how you, you are products, or your service, are the stepping stone to where they are trying to go.

One of the most common places I see this mistake is also one of the most understandable; your professional bio. Every day I come across bios or About Me” pages with copy that talks all about who the person is, what their professional accomplishments are, and how great they are. Not only is that BORING AS HELL, it does nothing to show the reader that you understand them, where they are coming from, and that you are the answer to all of their prayers.

The more you make it all about them, the more they will be inclined to buy from you.

PSSST...You can learn the right way to create a bio that converts here.

3. Assuming Too Much About Your Audience

This one ties back into number one because it has a lot to do with how formal people try to be in their copy.

I understand that most of you are trying to appeal to a relatively sophisticated audience. However, it is copywriting 101 to understand that you should always be writing to a 7th-grade reading level. The more that you are imagining yourself speaking to a middle schooler, the better you will be able to keep the copy simple.

By making things overly complex you are likely to skip over key elements and wind up confusing your audience or leaving out the pieces that are most likely to convert for you. Remember, your English teacher will not be grading this.

The point of any marketing material is to seduce and sell, not show off how smart you are.

We are talking about the age-old adage of K.I.S.S. (keep it simple stupid) here people. Announce their problem, tell them EXACTLY what you want them to do, and only give them one obvious offering.

4. Believing They Read Every Word

The way that our eyes are trained to read copy has dramatically shifted in the last twenty years.

Although it is important when we are talking about websites to make your copy as long as possible, it is equally important to understand that most people won’t read most of it.

These days, we are all professional skimmers and you need to keep that in mind when writing your sales copy.

Take these two samples for example:

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As you can see above, it is crucial that you have a skimmer’s mindset when designing the layout and verbiage. Anytime that you are looking to write sales copy, you need to be able to tap into the most important points or Cliff’s Notes of the message you need to get across.

This is all about getting their attention, making them read, and triggering the right response. You only have seconds in most cases to make sure that they understand if you want them to respond.

5. Failing To Start Strong

Some studies point to the fact that 80% of the people that encounter your real estate website or marketing materials will never make it past the first line!

How’s that for a bitch slap in the face (and wallet)?

In most cases, this is because you failed to deliver a powerful enough message to make them want to read beyond that point.

There are many ways that you can “start strong” but one of my favorite methods to capture their attention and keep them engaged is to lead with a question. Not just any question of course, but one that emotionally goes straight through the heart of a primary pain point.

Remember, people usually make purchase decisions based off of emotion over logic. I always like to include a lot of emotion in the sales copy that I provide for my clients and I find it is especially effective if you do that right from the start.

Need Help With Your Real Estate Sales Copy?

I have tons of resources available on my blog, podcast, and YouTube channel to help you yield better results from all of your real estate marketing efforts.

However, if you’re tired of trying to learn how to do everything yourself and spending a fortune along the way, I am happy to take care of this often painful item on your to-do list!

No matter what you need to be written from blog posts and web copy to bios or to listing descriptions and (everything in between) I can do that for you.

But first I’d like to chat with you so I can better understand you and your goals, then share the most efficient solutions.

I know you’re busy so, please click here to book a quick consultation call with me at a time that is most convenient for you. I can’t wait to meet you!

In the meantime, check out some other cool stuff…

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6 Simple Ways To Drive Buyers & Sellers To Your Lead Magnets

As you already know, I'm a huge advocate of collecting your pool of ideal clients passively rather than having to hunt them down through archaic strategies like cold calling or door knocking.

One of the most effective tools in collecting leads to fill your marketing funnels with high-quality buyers and sellers are lead magnets. If you're not yet familiar, lead magnets are digital valuables like checklists, workbooks, and market reports.

Many of my clients hire me to create these for them but not all manage to follow through in gaining traffic to them. What good is a lead magnet if you’re not driving traffic to it?

Today, it is my goal to show you 6 very simple ways that you can drive buyers and sellers to your lead magnets in order to fill your marketing funnels and CRM’s with future clients.

1. Website & Real Estate Blog Pop-Ups

Obviously, if you are reading this on my website right now, you realize that I use pop-ups on both my homepage and my blog in order to capture lead and subscriber information. This is a great way to jump out and grab your visitors' attention and let them know from the get-go that you have something of value to offer them. Since the majority of you are constantly trying to drive traffic to your main real estate website, it makes sense for you to be leveraging that website to filter your traffic into your lead magnets. Just make sure that your pop-up clearly and succinctly conveys what you are offering and how it will benefit them.

2. Website Banner

If you are not comfortable with placing an in-your-face style pop-up on your real estate website or blog, you may want to try using a banner instead. These can either be placed at the top or bottom of the page and are ideal for those of you that are able to maintain a relatively low bounce rate. By the way, if you are struggling with your bounce rate, Check out my guide on how to get it to where it needs to be.

3. Your Social Media Platforms

Social media platforms are another obvious place where you need to be fishing with your lead magnets. Platforms like Facebook, Instagram, and Linkedin are full of people looking for the valuable benefits that you have created within your lead magnets. It is your job to make it easy for them to access them. I suggest keeping permanent links in these profiles to your lead magnets, as well as, occasionally putting out posts to raise awareness about them. For example, there should be a link to every one of your lead magnets within your LinkedIn profile. You could also place links to each of them in your Instagram profile using Linktree. If you don’t already follow me on Instagram, you can see below how I have done this.

4. Your Email Signature

This is one of my all-time favorites! For the last couple of years, I have been filling my email signature with links to things like my social media profiles, podcast, blog, and lead magnets. What I like to do is rotate different pieces of content like blog articles or lead magnets in and out from week to week. This is great because there are many people who you will have contact with the first time through email and others that may not have otherwise realized that you offered such a product.

5. Paid Ads

Now, if you have been following me for a little while then you realize I am not a fan of paid ads. In most cases, the ads are poorly designed and will yield less than desirable results. Not to mention, I believe in providing value without asking for too much in return. However, since in this case, we are talking about lead magnets which are going to be filled with something of value, I'm going to make an exception. I still want to drive home that you need to be careful in the design of your ads, as well as, the targeting of them. Make sure that you are monitoring the ROI on each ad and running a/b testing to ensure that you are getting the best results.

6. Podcast Interviews

My longtime followers know that I am a massive advocate of audio content, especially podcasts! Having a podcast is a phenomenal way to generate a deeper Bond and relationship with your farm and showcase to them just how knowledgeable you are. In fact, you can read here all about what I believe so strongly that every real estate agent must have a podcast. However, even if you do not have your own podcast and do not plan on starting one sometime soon, you can still go on other people's podcast and drive traffic to your lead magnets. Being interviewed on other podcasts is a shockingly powerful way of growing your audience and increasing your credibility. most of the time, you will be asked at the end of your interview how people can get in touch with you or you can provide a call to action. This is your opportunity to send them to your lead magnet. if you are struggling with a small audience size, this is one of the best ways to Leverage What someone else has already built to your advantage!

Need More Help With Your Real Estate Lead Magnets? Book A Free Call With Me!

Or you can check out some more cool stuff:

7 Email Every Real Estate Agent Needs To Take Leads From Cold To Closed

The Super Secret Method To Creating Email Opt-Ins For Your Real Estate Website

How To Convert Your Real Estate Blog Posts Into Videos

The Real Estate Agent's Handbook To Facebook Live

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With so much spam email floating around our inbox these days, it can be tough to figure out a way to make your emails stand out from the crowd.

This is especially tough for you as a real estate agent!

One way to effectively set yourself apart and entice prospects and clients to open your email is by including a video.

Videos are a quick, personal way to convey a message in a way that text just can’t.

In fact, when you start including videos in your emails you can expect to see:

  • Open rates boosted by 19%.

  • Click-through rates boosted by 65%.

  • Unsubscribes reduced by 26%

However, I don’t want you to just start randomly putting videos into your emails with a hope and a prayer to achieve results like those.

I want you to attack this tactic with proven strategies that will make it worth your time.

Using videos in your real estate marketing emails and newsletters is FAR more likely to be successful if you follow the guidelines I’ve put together for you today. Make sure you stick around till the very end today because I’ve got a couple of cool tools and resources for adding videos to your marketing emails and newsletters.

Make The Video Appealing

Placing a long, drawn out video into an email is not only a turn-off for your prospects, clients, and subscribers, but it's also a waste of your time because it likely won't be watched in its entirety.

I always want to encourage you to keep videos short and to the point, preferably less than one minute in length.

One of the main reasons that videos in emails are so successful is that the video content is easier for the recipient to consume that a long-form text email. Don’t negate that entire benefit by going on and on about things that don’t matter.

Some other ways to enhance your videos include:

  • Speaking clearly and concisely so the client can absorb all of the information you're packing into the video.

  • Ensuring your video has good lighting by recording near a window or using a professional lighting kit. You can get them pretty cheap on Amazon.

  • Utilizing fun props that display your personality and draw the viewer into the video.

  • Editing the video with a professional editing tool where you can add interesting text and graphics to make your video more enjoyable. (I’ll share some later.)

Grab The Client's Attention With The Subject Line

Buyers and sellers are bombarded with emails before and during a sale, making the subject line of your email the most crucial component. If the client doesn't open your email, they'll never see the video you've worked so hard to produce. Persuade the client to open the email with an attractive subject line that stands out while also letting them know there is a video included.

You might want to address the client directly by name alongside a bold statement like, "the markets hot- let's talk" or even get inventive by using things that seem out-of-place like lowercase letters or emojis. Be honest about a video being included in the email by placing the word "VIDEO" in all caps somewhere in the subject line.

In case you missed it a few weeks back, I’ve got a complete guide to putting together irresistible email subject lines that buyers and sellers CAN’T RESIST right here.

Tie The Video And Email Text Together

You want to reinforce the information conveyed your video by having the text reiterate what you've said. Keep the email text brief but eye-catching by highlighting the three most important facts from the video. Summarize these facts in a bulleted list directly below the embedded video.

Prior to the embedded video, include a short introduction that states both the intention (a.k.a. benefit) of the email and the length of the video. Being up-front with your client is the best way to build a strong relationship that will not only lead to a successful business transaction but also potential referrals down the road.

Create And Maintain A Strong Client Relationship

Including a video in an email can lead to higher open rates as much as five times higher! Just imagine having 5X more people looking at your listings or attending your open houses because of one simple change.

Clients that view an embedded video are also eight times more likely to reply back to the email requesting more information.

This friendly client relationship can be further built upon by speaking on some of your accomplishments in a non-pushy manner. A few ways to achieve this is by:

  • Providing links to your social media accounts where previous clients have left feedback.

  • Including a positive testimonial from another client within the email.

  • Enthusiastically conveying to the client what you have to offer for their particular situation.

Always Finish With A Call-To-Action

If the subject line is the most important part of the email, the call-to-action is a close second. This is where you encourage the client to reach out to you for more assistance. You want to be direct and assertive without coming across as aggressive or overbearing.

Exude confidence by gently leading your client in the direction you feel is best for the most-beneficial transaction. Instead of leaving things open-ended, give the client a reason to contact you by setting up a specific time to speak- either in person or over the phone. The video you've included should already have your client interested in more information, so this is the perfect time to capitalize on that by proposing the next step.

Key Takeaways

Consistency is key with email communication. Each email should follow a similar format in terms of layout and style. The ideal marketing email should include:

  • A catchy subject line.

  • A short, well-edited video.

  • A brief synopsis of the video's key points.

  • Proof of your credibility.

  • A strong call-to-action.

Clients that receive a marketing email with this format are 300% more likely to open it than emails that do not. Building a strong client relationship is well worth the time and effort it takes to include a video.

Tools For Success With Video Emails

Content Samurai - Strapped for time? Hate the way you look on video? Content Samurai is the answer to both problems because it will allow you to transform any written content into videos in a few minutes. However, if you are going to keep your face out of the video I beg you to at least use your voice to maintain that personal feel. Sign-up for a free trial here to test it out.

Fivver - Want to make sure your videos are extra polished and professional looking? Send your raw videos off to a freelancer on Fivver and have them edit it for you for just a couple of bucks. I suggest if you’re going to bother with this that you only do it on the videos that you will be able to use over and over again. You can find your freelancer here.

Magisto - The creation, distribution, and insights of your videos can all be handled with Magisto. When you sign up for a plan with them it is like getting a superhuman video editing team at your fingertips which can help add a layer of sophistication to your videos.

More Cool Stuff:

7 Email Every Real Estate Agent Needs To Take Leads From Cold To Closed

The Super Secret Method To Creating Email Opt-Ins For Your Real Estate Website

How To Convert Your Real Estate Blog Posts Into Videos

The Real Estate Agent's Handbook To Facebook Live

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One of the most frequent topics that real estate agents, coaches, and brokers approach me with is branding.

I know it can be challenging to define your real estate brand and develop it with a sense of personality that is true to who you are, separates you from your competition, and ignites a stronger connection between your prospects and your business.

However, you must understand that people want to buy from other people, not money-hungry and faceless businesses.

In other words, no matter how private or reserved you consider yourself to be, you need to be able to include some portions of who you are in your marketing materials in order to maximize how effective they are. Obviously, that is easier said than done so today I am going to show you some simple and actionable ways that you can infuse more personality into your real estate brand.

Your Headshots

Your headshot which will be featured on your real estate website, blog, social media channels, business cards, and various other places is a big part of the initial impression of your brand. First of all, I insist that you have a professional picture taken that is high-quality and reflects what kind of professional you are.

I want to challenge you to not just wear something that you are comfortable in but actually reflects your honest style. It is important that you really feel like you when these pictures are being shot.

Don’t stop there either! I also want you to carefully select a location that reflects where you enjoy being and feel relaxed. For example, you consider yourself to be adventurous and love the outdoors, choose a park or perhaps a beach for your photos. I also want to caution you not to select a setting that will overpower you in the photos because your goal is to show people who you are and shine like the star that you are.

Your Signature Color

The color or colors that you choose to use in your branding also needs to reflect who you are and the type of business you’re running. Please try to limit yourself to no more than two colors because the visual components like your logo will become too busy.

The idea behind having a signature color for your real estate brand is to cohesively unite all of your marketing materials with your personality and become more recognizable to your audience.

Add your signature color to everything that you produce to market yourself. For example, as you can see I have chosen a coral pink for my signature color which you find throughout my website, social media, logo, etc.. At this point, many people browsing the web see that color on a digital product I’ve created and instantly recognize it as something associated with me.

Your About Page

This is a VERY tricky one!

What many people fail to realize is that the goal of your professional bio or about page is not to drone on and on about where you went to college or what kind of professional certifications you have.

BOOOOORRRRIIIIINNNGGGG!!

The true goal of your bio or about me page is to convert your ideal clients and it can be one of the most valuable conversion tools. It is also one of the best tools you have to introduce people to who you are and how you operate. However, if you want to be successful you need to ignore your instincts and use your tone to showcase your personality while talking to the pain points of your ideal clients.

You can learn my exact process for writing a professional bio or “about me” page that converts like crazy right here or book a consultation with me to have me write one for you.

I also have this handy worksheet which you can use to make sure you answer all of the most important questions in your bio.

Your Newsletter

I’m a huge fan of using email newsletters to build your audience, monetize your website and blog, and build a deeper connection with your prospects and clients.

I love how sending out an email newsletter once a week (I suggest Tuesday afternoons for optimal results) gives you the chance to insert more personality into your copy. I know many of you like to keep is uber-professional in your blog content but I invite you to be more cool and casual in your email newsletters.

An easy way to do this is to incorporate personal stories that will entertain your subscribers and show them how easy it is to relate to you. Not only do fun personal snippets and stories make your metaphors more memorable but they help your subscribers get to know you in a way that will make them feel more loyal to you.

For more help profiting from your real estate newsletter check out these articles:

Seductive Email Subject Lines Buyers & Sellers Can't Resist

The Super Secret Method To Creating Email Opt-Ins For Your Real Estate Website

How to Turn Your Real Estate Blog Into An Email Course That Converts Your Ideal Clients

7 Email Every Real Estate Agent Needs To Take Leads From Cold To Closed

Your Blog, Podcast & Videos

Once you have defined your ideal clients and assembled a list of their most common problems and goals in life, business, and real estate, it is time for you to start creating as much custom content as you can to cater to them.

Again, every piece of content you create is an opportunity to show your audience who you are and what makes you unique. I know many of you struggle to stand out and this is one of the best ways to do that.

The more content you create, the faster your audience will grow and the more people you will convert into loyal clients!

The easiest way to create tons of custom real estate content that showcases your personality and forms a connection between you and your audience is to start with a blog post and then repurpose it.

If you are self-conscious about how you look in videos or pressed for time, I strongly suggest you sign-up for this amazing software that allows you to convert a blog post, listing description, or any other piece of content into a video in seconds. From there you can simply download the audio file and you’ve got a video and podcast episode! It is a HUGE time-saver and I’ve been using it for years!!

Easy Steps To Take Right Now

Just as I promised, I have a list of some simple steps that you can take right now to start infusing more you into your real estate brand:

  • Create a profile of your ideal client using this worksheet

  • Write a letter to your ideal client as though they are a friend and take note of the tone you use

  • Ask your friends and family if you frequently use any phrases that you can incorporate into your copy

  • Go through the content on your real estate website, blog, and bio and see if it speaks to your ideal clients in a way that showcases that tone

  • Brainstorm a list of personal stories that you can include in your email newsletters to show a more human and personal side of yourself

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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If you’ve been following me for a little while now (thank you!), then you know that I am a big believer in being deliberate and strategic about your real estate blog.

That is because I don’t want your blog to be a waste of your time and resources.

It is my goal to make sure that your real estate blog:

  • attracts a loyal audience

  • converts your ideal clients on auto-pilot

  • builds value into your website (so you can sell it when you retire)

  • helps you earn passive income through affiliate posts and relationships

While there are many boxes to check in order to make sure that you meet all of those goals, there are four main elements that every successful blog must have in order to do that. Today, I’m going to share those with you.

I want to be clear that each of these are non-negotiables and your ability to execute each of them will determine how well your real estate blog performs and how quickly it begins to work for you.

1. Relatability

If your readers aren’t able to form a connection with you through your blog they won’t become subscribers or clients.

One of the main points of your blog is to empower your readers to trust you so that they will buy from you when the time is right for them.

Therefore, your first and foremost responsibility is to design your content in a way that will reach out and grab your readers and make them feel as though you understand them. The more that you can relate to them in topic, tone, and perspective the more you will be able to sell with every post.

The best way to inject relatability into your real estate blog is to write about topics that will help your ideal clients solve their problems and achieve their goals. Always put yourself in their shoes and ask yourself what you would want to be told and how you would want that delivered in you were them.

By diving deep into the hearts and minds of your target audience, you will dramatically increase your subscription and conversion rates immediately.

2. Actionability

One thing that no real estate blog can live without is actionability.

If your advice is filled with big picture stuff or is full of fluff that won’t lead to real results, you will fail to win your reader’s trust.

Actionability is one of the most important elements of this blog and I take the responsibility of giving you all actionable advice very seriously. I always strive to make sure that you can walk away from this blog with at least one actionable task that will help move the needle forward for you.

One of my favorite ways of incorporating actionability into a blog post is to include examples that illustrate my point.

Another approach you can take is to put a bulleted step-by-step list that explains in detail how to execute something.

Obviously, How-To posts are the easiest ones to make actionable do I recommend working them into your content calendar frequently.

Another way that you can incorporate actionability, while also growing your email list is to write a post explaining why your readers should do something and then offer a free download with the step-by-step directions on how to do that task.

For example, you could write a blog post called “X Reasons You Need To Start Investing In Rental Properties” and then include a free PDF download (in exchange for their name and email address) that teaches them how to purchase their first investment property.

3. Engaging

If there is one complaint that I hear from you guys all the time it is that you are struggling to get engagement with your social media and real estate blog.

First of all, please understand that many of the algorithms are working against you in terms of engagement and it takes time to build! Please don’t become discouraged if it takes a year or two before you start seeing a ton of engagement; that’s normal!

Getting engagement is very challenging if you aren’t very deliberate about using psychology and emotion in your posts.

If you want people to engage with your real estate content, you must first give them something to care about. You have to give them compelling reasons to take time out of their day to not only read your post but then make the extra effort to engage with it further.

Don’t just write posts for the sake of writing posts. You need to get on their level and tap into what your ideal clients care about.

Before you write a post, always ask yourself will people really care about what you’re writing and why?

Finally, decide what actions you want people to take with your content (like, share, pin, etc.) and tell them to do so within your call-to-action.

Want them to comment? Ask them a question and encourage them to answer right on the blog or in the comments on social.

Want them to share the post? Make it as easy as possible for them by embedding sharing buttons within the post.

The more clear you are on how you want them to engage with your blog and the easier you make it for them to do that, the more engagement you will get.

4. Converting

Every business owner needs a blog.

Every business owner wants that blog to lead to real business.

I know how hard it can be sometimes to maintain the motivation to stay on top of your blog. The crazy thing is my blog has made me six figures within the first two years and I still struggle to find the motivation sometimes!

Therefore, if your real estate blog isn’t converting clients and earning you income, I know you’re going to give up on it and forfeit the unbelievable benefits it can bring right along with it.

Now, not every reader that lands on your real estate blog is going to become a client, or at least not right away.

Sometimes it can take months or years to convert a loyal follower into a client. Other times, you can convert people the very first time they find you. Obviously, people are in different stages of the buying process and have different needs or resources which dictate those decisions.

That is why I am a huge believer in mixing-up your calls-to-action between hard and soft.

At the very least, you should have a goal of getting every person that lands on your real estate blog to subscribe to your blog & newsletter. That way, you can stay in touch with them and continue to keep them engaged with your content until they are ready to become a client.

The next level of a soft conversion is to incorporate affiliate links into your blog posts. I love using affiliate programs to supplement my earnings with passive income. Who doesn’t love passive income?!

Finally, the third level is to go for the hard close. Even if you don’t include a hard sell call-to-action within the content itself, it should always be obvious to your readers how they could contact or hire you when they’re ready. Make sure that a phone call to you, email, or appointment booking with you is always in plain sight and mobile-friendly.

Want Help Building Your Profitable Real Estate Blog?

That’s what I am here for, my friend!

I have tons of ways to help you make millions of dollars with your real estate blog no matter where you are in your real estate career!

First, I hope you will subscribe to the blog so I can deliver more advice about how to make the most of your career every week.

If you plan on starting a real estate blog or want more help getting clients from the one you have, please become a member of my Facebook Group Blogging For Real Estate Leads.


Or if you want me to write your blog for you, you can book a free consultation with me here and I will explain how my content writing services will attract your ideal clients, earn you passive income, and help you leverage your website for massive profits.

You May Also Want To Read:

Are Real Estate Brokers Actually Wasting Their Time Recruiting Agents?

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

Jumpstart Your Real Estate Brokerage With Content

5 Tips For Writing Your Real Estate Website About Me Page

How To Build A Winning Real Estate Brand

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Not only do I write and manage this blog, but I am the ghostwriter behind dozens of other real estate blogs in this country.

In fact, an average day in my life frequently requires me to write 10,000+ words!

On top of that, I have to worry about SEO, graphic design, social media, and a million other tasks that come along with running a real estate media company.

Often, people ask me how the hell I manage to get so much done. Especially when it comes to creating so many blog posts each week. Well, I have a few tricks up my sleeve that allow me to get it all done which I’m going to give you today.

I know not all of you can afford to hire me to write your real estate blog for you and others get so much enjoyment out of writing their ow...

Read more

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Okay so I know Spring hasn’t sprung just yet, but I have been wanting to write this one for weeks and I can’t wait any longer.

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.

Today, I’m going to share with you five key areas that you need to keep your eye on.

1. Add Some New Neighborhood Profiles

Have there been any new construction developments started or completed in your area? Be the first to show up in search results about those neighborhoods by adding comprehensive profiles of them. All of my clients that do this see a massive boost in their SEO, the amount of time people spend on their site, and the number of leads that come from their site.

When done correctly, neighborhood profiles and other hyperlocal content can help you dominate local search results which is massively important since nearly 100% of buyers and sellers find their agent online. The more of them you post on your website, the better it will perform and the more leads will land in your lap.

However, in order to be effective with your neighborhood profiles, you will need to include some key elements and abide by a few of Google’s rules.

Here are the non-negotiables:

  • Each neighborhood profile must be at least 500-600 words long

  • Keywords that you wish to rank for should appear 0.5-1.5%

  • The amenities of the neighborhood

  • The school district

  • What sets this neighborhood apart and what is so special about the homes within the neighborhood

  • A display of available listings in that neighborhood or a link where they can search for them on your website

2. Refresh Your “About Me” Page

When was the last time that you updated your professional bio?

If you read through it now are you riveted and enticed to hire you?

Far too often, I come across real estate agents, brokers, lenders, and coaches with bios that read like a more boring version of their resume...ick.

The whole point of your “About Me” page is to create commonality between you and your target clients and help them to feel a stronger connection with you.

You don’t do that by talking about where you went to college or listing off your certificates and accreditations.

You do that by talking about them, their goals, and more importantly, their pain points!

Now, I know that might seem counterintuitive since this page is supposed to be about you. But would you rather brag about your career or get a new client?

Your “About Me” page is also a great place where you can include any recent charity/community events you and your team have been involved in or any other big ways that you have contributed to the community.

3. Install Google Analytics

Before I dive into this, I want to stress that it is important that you do not obsess over numbers like website visitors or likes on your social media posts. When it comes to your website traffic, I want you to focus on the quality of traffic over quantity.

That being said, if you don’t have a way of tracking analytics on your real estate website...you’re seriously slacking my friend. Google Analytics is not only the #1 way to do this, it is totally free.

It’s also super-duper easy to install. All you have to do is sign up for an account and add your unique code to your website.

Once you install Google Analytics you will be able to see:

  • Exactly who is perusing your website

  • What pages they are checking out

  • Where they are from

  • When they are leaving your site

  • Your main sources of traffic

  • The demographics of your audience (age, sex, location, etc.)

That kind of knowledge is power!

4. Add Your New Testimonials & Listing Updates

I shouldn’t have to tell you how important testimonials are to your business!

These days, people rely on testimonials and reviews for minor purchases. When it comes to something as massive as a house purchase, you better believe that they want to see some serious kudos from their peers!

To be honest, I would love to see you add a new testimonial to your website every single time you get one.

Why?

Because every time you add new content or update content on your real estate website, it boosts your SEO and helps you climb a little closer to that top spot on Google.

However, if you can’t take those two minutes to do that after each closing [my eyes are rolling at you], you can do it once a month or once a season at the very least.

The same applies to listings.

If you have new featured listings to add, properties that are now pending or some that have sold, make sure that all of those have been properly updated.

5. Update Your Old Blog Posts

I know I just recently wrote about this but it is such a ridiculously easy way to do accomplish SO much in your favor that I have to bring it up again.

If you have five minutes to spare and want to do something that will actually make a difference in your business (rather than play candy crush), go back and update your old blog posts.

Here are some simple and fast ways you can update an old blog post:

  • Had a change in opinion? Go back and add your new thoughts.

  • Shift in the market or predictions? Go back and add an update.

  • Have a new relevant video or podcast episode? Go add it to all the relevant posts.

  • Have a new blog post that relates to others? Go add the link to them.

  • Scored some sweet new stock photos? They can add a fabulously fresh look.

  • Did you attend a local event you were promoting? Talk about how it went.

  • Were you featuring a new housing development? Give a progress update.

  • Have a video version of the post? Add it to the post and let them choose which they prefer.

Want A Free Assesment Of Your Real Estate Website?

As always, I want to help you as much as possible to achieve your real estate goals!

Your website is a MASSIVE piece of the puzzle.

I realize it can be difficult to see the for the trees, which is why I am happy to analyze your real estate website for you TOTALLY FREE!

No strings attached. Just book a 15-minute call with me here and I will tell you what you’re doing right, what you’re doing wrong, and where you have room for improvement.

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You’ve already established your success as a real estate agent.

You know what it takes to get houses sold.

You know how to treat your real estate business like a real business.

That’s why you decided to become a broker and build your own team.

Now as a broker and a leader, your responsibilities and goals are dramatically different. If you want to make the big bucks as a broker, you have to get out of the open houses and step into the role of recruiter, trainer, and motivator. Once you master those skill sets, you will experience a whole new level of success in real estate.

Just like when you were an agent, there are a million people out there coaching you on all of the activities that you need to be doing in order to build a profitable team. But riddle me this...

Wasn’t the whole point of you becoming a broker to reduce your workload and increase your passive income?

Didn’t you make this move to upgrade your lifestyle and graduate from menial tasks like cold-calling and time-wasting meetings at Starbucks?

What much of the industry doesn’t want you to know is that one simple tool can recruit (the right agents), train, and motivate your team for you on autopilot. It’s called a blog.

Today, I am going to highlight how (when done correctly) your real estate blog can play the role of recruiter, trainer, and motivator while you get back to enjoying your life.

1. Recruitment

One of the most common mistakes made by brokers is failing to realize that going after any and all agents is the fastest route to insanity and bankruptcy. You don’t want to waste your resources constantly ushering in agents that never produce and then turn around and leave you in a year, blaming you for their failures.

Your job is to recruit the RIGHT type of agents for the type of team that you want to build. Just like a smart agent identifies their ideal client, you need to identify your ideal agent.

Once you have a profile of the type of agents that will join with loyalty, the drive for success, and a hunger for growth, while also fitting into your team culture, you can use your blog to attract those people and filter out the rest.

The best way to do this is to make a list of the most common goals and problems that your ideal agents experience. I suggest making a list of at least 20-30 of each.

By creating blogs that help them to achieve those goals or solve those problems, they will be magnetically drawn to you and your team. Essentially, this allows you to stop chasing after them, puts you back in the power seat, and lets you pick and choose who you allow to be apart of the amazing team you’re building.

For example, let’s say that you want to attract young, buyer’s agents with at least 3 years of experience and proven results. Some common goals they would share are:

  • Learn how to increase their production without working so hard

  • Gain better work-life balance

  • Master more systems to automate more of their business

  • Work with a broker that respects them

Based on those four points you can come up with dozens of blog topics that would attract those people to you. The trick is to be very careful about the language you use and the angles with which you approach the topic.

Taking the first point about production, you don’t want to write 100 level production articles if you’re trying to attract someone that has already proven themselves for 3 years. They already know the basics but they want to know how to get to that next level in this modern environment.

You must always keep the psychology and perspective of your ideal agent in mind when you plan, execute, and market your real estate blog.

2. Training

No matter how experienced or successful your agents are at this point, they will always need additional training. Of course the more experienced agents won’t need to be taught the basics of running their business. However, given the rate at which technology changes, their will always be a new method of lead generation to learn at the very least.

While many brokers love to call their teams into the office to hold a class, it is not necessary. Remember, if things are going well, your agents should have too much going on to be able to constantly work their schedule around meetings and classes.

Instead, you can use your real estate blog to house your training materials so that your agents can consume the content when it is most convenient for them.

When it comes to the training topics that you select for your blog, it is important that you keep both your current agents, as well as, the ones that you hope to attract in mind.

Since on-going training and education is a top priority for many agents looking for a new home for their license, you will want to make sure that you are publishing training on topics that your ideal agents would be attracted to.

One thing to keep in mind, regardless of who your ideal agents are, is that tech topics are essential. Consistent surveys by NAR report that being tech-forward is one of the top 3 priorities for buyers and sellers, which means it is your job to empower them to tap into that desire.

3. Motivation

Even the most driven people experience dips in their motivation.

Those dips don’t necessarily hit during “business hours” or at the same times which is why it will be valuable for them to have your blog to turn to whenever they do hit those walls.

Content that taps into the psychology and emotional components that lead to those dips in motivation will also help them to feel a stronger connection to you and reinforce the feeling that you are committed to their success.

The beauty of having an ideal agent is that it helps to narrow down the types of burnout, boredom, and frustration that are likely to lead the members of your team to lose their drive.

I have found for many of my clients struggling to come with ideas for motivational topics that it is useful to draw upon your own experience as an agent.

What in your personal or professional life caused you to lose steam?

Were there certain times of year when you caught a case of the “I don’t wannas”?

What types of issues do your team members express to you currently in regards to their motivation?

Proactively counteracting those dips and providing 24/7 support to your agents through your real estate blog will do wonders for their production levels and their loyalty to you.

Call Me Crazy But…

Isn’t that everything that you’re trying to do?

  • You need to attract the agents that make you money and save you time (not the other way around).

  • You need to keep them on the cutting-edge of real estate

  • You need to keep their motivation levels up in a way that increases production and instills a sense of loyalty to you

Your real estate blog can accomplish every one of those goals for you. Not to mention, it can improve your SEO, propel your brand, increase the number of organic leads you get each month, and upgrade the value of your website (in case you ever want to sell it to another broker for a big profit).

Obviously, I am more than happy to write a real estate blog for you that will accomplish all of that and much more.

However, if you insist on writing it yourself, I would love to have you join my Blogging For Real Estate Leads Facebook Group for more actionable advice on how to monetize, market, and make the most out of every post.

If you would prefer to leave your real estate blog to the pro, you can book a free consultation call with me here.

You May Also Want To Read:

Are Real Estate Brokers Actually Wasting Their Time Recruiting Agents?

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

Jumpstart Your Real Estate Brokerage With Content

5 Tips For Writing Your Real Estate Website About Me Page

How To Build A Winning Real Estate Brand