No matter where you are in your real estate career, you probably feel like there is too much to do and not enough time to get it all done.

It can be very challenging to prioritize your current clients over marketing yourself in order to keep that pipeline full.

However, what many real estate agents fail to realize is that some of the most time-consuming marketing tasks can actually be completely automated!

Just imagine how fast your business could grow if:

  1. You knew when and how to reach your ideal real estate clients.

  2. You could stop looking for leads and have them come to you.

  3. Your online presence could be optimized.

What would you do with all of those extra commissions?

Take more vacations? Grow your team? Spend more time with your family?

You can do all of that and more when you automate your real estate marketing using the three proven strategies I am sharing with you in today’s post!

1. Build A Real Estate Website That Converts

With more than 90% of buyers and sellers searching for real estate agents online, it is more crucial and valuable than ever before to have a profitable real estate website.

Profitable real estate websites have become the holy grail of the real estate industry because when done correctly, they can make you a fortune both during, and at the end of your real estate career. Many real estate agents have discovered that when they invest in building a valuable website, they can sell their site when they retire for five or six figures!


If you want to enjoy those same results from your real estate website, you will need to make sure you follow my rules for building a profitable real estate website.

Rules Of A Profitable Real Estate Website

Hyperlocal Domain Name: Most real estate agents get this VERY wrong. Unless you are as big as KW, Sotheby’s and the like there is ZERO reasons for you to put your name or your company name in your domain. Instead, it should reflect what you do and where you do it to rank well in search engines. For example, rather than using a domain like you should use something like

Targeted Lead Capture Devices: Obviously you need to be able to capture leads’ names and email addresses from your real estate website if you expect it to bring you clients. However, most people get this wrong by only using a Home Value report or a generic buyer’s guide. Instead, you should develop a niche-specific free download that will actually attract and convert your ideal clients based on their unique pain points and goals. For example, if your real estate niche is single moms in NYC, you could offer a free downloadable guide or ebook called “The Busy Mom’s Guide To Buying A Home In NYC Without The Overwhelm”.

Mobile Friendliness: Plain and simple, if your real estate website is not optimized for phones and tablets it will NEVER bring you business. Not only will search engines like Google actively work to keep people away from your site but those that do find it will bounce off it right away out of pure frustration. Not to mention those people will have one ugly impression of how you do business in an increasingly competitive and high-tech industry.

Original & Hyperlocal Real Estate Content: In my article How To Outrank Zillow, I explain how if you want to become the number one result on Google for real estate and real estate services in your market, you must have the most original hyperlocal real estate content in your market. This means having the most neighborhood profiles and real estate blog posts that don’t just give real estate advice but talk about the schools, businesses, events, etc. that are very specific to your market. Don’t be afraid to blog about your listings and then repurpose all of those blogs either!

Psychologically Empowered Bio: Did you know that your bio or about me/us page on your real estate website is the 3rd most viewed page and often the deciding factor of whether or not a buyer or seller hires you? Did you know that your bio or about page should barely talk about you but rather about the pain points of your ideal client? If you are anything like most real estate agents those facts might surprise you. However, as I revealed in my post about how to write your real estate agent bio, the only way to convert people from that page is to form a strong connection with your leads by showing them that you understand who they are and where they are coming from. You can’t do that effectively by going on and on about where you’re from and where you went to school, blah blah blah. You do that by strategically pinpointing their fears and problems and showing them how hiring you is the best way to avoid those fears and solve those problems.

FAQ Page: There are major changes happening in SEO right now. One of the biggest in decades is their shift to be targeted towards people searching by voice using digital assistants like Siri, Alexa, and Google Home. The best way to become THE search result for those devices is to build out a hyperlocal FAQ page on your website. This is because keywords that used to be one or two words long are now full sentences in the form of questions. People are more conversational, asking full-sentence questions when searching through these voice assistants. Therefore, you need to make it as easy as possible for search engines to recognize you as the best source by writing out those common questions and providing valuable answers.

IDX: This one should be painfully obvious but in case it isn’t you need to have an IDX on your real estate website to allow people to search for properties. Not only will it help to capture leads, but it will also improve the SEO of your website because that data is regularly updating. Since it is standard for every real estate website to offer IDX, if yours doesn’t it will surely drive people away.

Want to know if your real estate website is profitable or driving away leads? Schedule a free website audit with me here!

2. Create Killer Real Estate Email Drip Campaigns

As you already know, generating leads is one thing but following up with them the way you should for however long it takes to convert them is something completely different. In fact, it is failing to follow-up properly which results in such disappointing conversion rates for most real estate leads.

Whether you get your leads from an open house, your website, a landing page, or anywhere else, you need to have an automated email sequence in place to take heat up your leads until they are ready, willing and pumped to hire you.

Of course, I know that your life as a real estate agent is hectic and erratic which can make that whole follow-up thing a rather significant challenge.

That is if you don’t automate it!

That is where the value of a strategic email drip campaign comes in to save you insane amounts of time and seriously increase your conversion rates.

As I explained in my article about How To Segment Your Real Estate Email Lists the more specific your drip campaigns are, the more effective they will be. For example, on the most basic level, you should have completely different campaigns for buyer and seller leads. When done correctly an automated drip campaign will build trust, get people to see you as an expert, and ultimately hire you.

3. Tailwind & Buffer For Social Media Marketing

If you are like most real estate agents, you know that you need to be active on social media but feel completely overwhelmed about the idea of posting to all those platforms at the best possible time on a regular basis.

What you may not realize is you don’t have to! At least not manually anyway.

Tools like Tailwind and Buffer allow you to:

  • Preschedule all of your social media content

  • Post at the best time to optimize your reach

  • Get analytics about what content is performing best so you can improve your results

I have so many platforms and profiles that I have to post to on a daily basis, I couldn’t possibly run my business and social media at the same time without these tools. Instead, I spend about an hour per month to schedule all of my social media posts automatically.

You will still have to create or hire someone like me to content to schedule but these tools will still save you tons of time and distraction by automating the posting portion.

Want My Help Automating Your Real Estate Marketing?

No matter what stage of your real estate you are in I can help you automate your most time-consuming tasks and increase your conversion rates.

However, before I can get to work to make your business more effective and efficient, I need to learn more about your challenges and goals so I can develop a custom strategy for you.

So if you are ready to work less and make more by automating your real estate marketing, schedule your free strategy call with me right now.

Popular Real Estate Marketing Tips:

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There are many things that can get under your skin as a real estate agent. However, few are more frustrating than paying for or working for a new lead only to have them flat out ignore your calls!

Am I right?!

Many times you could be using a lead generation strategy that has been proven over and over again but you still aren’t getting anywhere.

If you are like most real estate agents, this will leave you scratching your head and wondering what you are doing wrong or if it is just a fluke.

Regardless of the reason or reasons that your leads refuse to call you back, one thing you can’t deny is that you can’t continue to purchase or farm leads that will never go anywhere!

So how do you figure out where the fault lies and fix the problem? You read every last word of today’s post! Get ready because I am about to show you:

  • The biggest reason(s) your real estate leads won’t call you back

  • How to get around common roadblocks and objections

  • When you should be calling real estate leads to get through to them

  • Exactly what steps to take to FINALLY get your leads to call you back

If you are fed up with wasting your time, money, and motivation on real estate leads that are just flat out ignoring you, this post will cure your frustration once and for all!

Make sure you pin and bookmark this post so you can come back to it every time this ugly little problem rears its ugly head again. Oh, and don’t forget to share it with your team and other real estate friends.


You Were Too Slow To Follow-Up

Ready for a cold, hard punch to the fact?

An MIT study found that your odds of reaching a lead decrease more than 100 times after half an hour.


I mean let’s face it, It is nearly impossible for you to manually answer every single time a lead reaches out to you in that moment or within a 30 minute time window. Just think about how many times you have been out with clients showing properties or in the middle of a listing presentation when a lead tries to get in touch with you the first time.

Add to that the fact that people have different schedules and sometimes live in an entirely different time zone and it becomes downright overwhelming to think about being available in the moment a lead shows interest, 24/7 365.

Still, you can’t afford to just let those leads slip by and their future business and referrals too!

How To Fix The Problem

The first thing that you need to do is get some automation tools in place to make sure that every lead that expresses interest gets an immediate response. Luckily, this is easier than ever before thanks to chatbots, automatic email responses, and website widgets.

I suggest that you be careful with your automatic response messaging. However, because you don’t want to engage them in a conversation if you aren’t available. Instead, I suggest that your message tell them you are currently busy with another client but will get back to them as soon as possible.

That leads me to my next point.

You have to actually get in touch with them as soon as you can and engage them in conversation. This is the part where you actually have to act like a real estate agent to draw out key information and follow up as much as necessary until you make the sale.

You Aren’t Following Up The Right Way

Let’s assume that you have been calling your prospects or cold leads and following up the way that you are supposed to but its still radio silence on their end.

This could be because those people don’t like to use their phones for calls. For example, if you are targeting Millennials, you would be more likely to get a response by sending text messages using proven scripts rather than calling.

You could also be calling a home phone number that is rarely ever used or checked for messages. The good news here is that those people are not ignoring you. However, it doesn’t matter because you aren’t getting through to the target.

How To Fix The Problem

It is important when you make contact with a lead the first time that you find out how that lead prefers to communicate with you and make a note of it in your CRM. If you time-block your follow-up process, it may make your life easier to organize your list of contacts you plan to follow up with by how they prefer to be reached.

This alone will make a significant impact but don’t stop there.

If you have leads that you only have a name and phone number for, take the time to try and find them on other platforms like LinkedIn so you can attempt to connect with them there and through their email.

Remember, the name of the game here is to stay in touch and top-of-mind so connect with your prospects and leads in as many ways as possible.

You Don’t Tell Them How You Got Their Number

Let’s say you refuse to take my advice about tactics like cold-calling and have a list of leads that you plan to cold-call that you want to get maximum results for.

You get yourself all psyched up, strap on your headset, fire up your dialer, and whip out your scripts. You’re smiling and dialing away breezing through the scripts that you have memorized.

There is just one problem…

Those scripts almost NEVER tell you to inform the lead how you got their number.

Listen, you know as well as I do that nobody enjoys being cold-called even if they are in need of the services being offered on the other side of that call. Not being upfront about who you are and how you got their number is a huge red flag that will signal you are cold-calling them.

Even if they find you from your website or Zillow and call you based upon finding you there, they may not remember that. Be sure that you include those small but mighty details right away so they don’t write you off from the beginning as most people would.

How To Fix The Problem

This is an easy fix.

Just begin your initial interactions by telling them who you are, how they know you, and why you are reaching out to them. Try something like:

“Hi this is Sarah from ABC Realty, I am just following up from your inquiry about my listing at 123 Main Street.”

Obviously, if you are cold-calling people from a service like RedX then you won’t be able to get around the “ this is how I know you part”. Still, keep in mind that open honesty is consistently named as one of the top three things people look for in a real estate agent so it may pay off to just be honest about that too.

You Failed To Leave A Voicemail

Some people believe that if they don’t leave a voicemail, the mysterious missed call will be too tempting to resist calling back.


The odds of someone going out of their way to call a random number back that doesn’t leave a voicemail explaining the purpose of the call is virtually zero.

How To Fix The Problem

Leave a concise, tempting, and welcoming voicemail that tells them who you are, why you are calling, and how they would benefit from calling you back.

There is still no promise that cold FSBO and expired leads will be racing to call you back because they are being bombarded with calls and voicemails just like yours. All the more reason to niche down and target your leads based on specific pain points, rather than at random.

You Called At A Bad Time

There are few things as frustrating in real estate than a never-ending game of phone tag with your leads. It is no easy feat to try and figure out the best time to reach everyone.

Many newer agents make the mistake of calling leads early in the morning before they go to work or late at night when they are “sure” to be done with work. People have different schedules, priorities, and lifestyles which means there is no rule for the best time to reach everyone.

I can see where this would make sense to them on paper. However, I always want you to put yourself in the shoes of the people that you are targeting before you try to interact with or sell to them.

If you were rushing around trying to get the kids ready for school before heading out to work for the day would you want to take the time to talk to someone trying to get your business?

If you had just put in a long day at work, run errands, prepared dinner, cleaned, and were trying to unwind for a few minutes before bed, how pumped would you be to get a solicitation call then?

If you are anything like most people, you would be irritated to say the least and much more resistant to saying “yes” to the person on the other side of the phone.

How To Fix The Problem

Remember how I told you that when you make contact with your leads for the first time you should ask them how they prefer for you to communicate with them? You should also ask them when would be the best time(s) to get in touch with them too and make a note of that in your CRM as well.

If this is the first time that you are reaching out to the lead and you manage to make contact with them certainly get those details established but offer to reach back out if it is not a good time. You want them to walk away with every interaction feeling better and more positive about you than they did before so this is a great time to initiate your white-glove service.

You Didn’t Make A Personal Connection

Whether you know it, believe it, or not, you are in the business of building relationships more than you are that of selling properties. If you fail to make connections, develop them, and invest in them until they are solidified relationships you will fail in real estate.

If you lead every interaction by trying to sell, sell, sell, you will never give yourself or your leads to develop those relationships. You may not always be able to form a valuable connection from the start and you won’t click with everyone but make sure that is the foot you put forward first.

How To Fix The Problem

This is one of those times when investing in a touch of research can really pay off in a big way for you. If you don’t know anything about the lead you are reaching out to, consider taking a look at some of their social media like LinkedIn or Facebook to see if you have anything in common that you will be able to relate about.

If you have already reached out for the first time and you included a ton of detail in that first attempt, you will want to make this attempt more relaxed. Make sure that you acknowledge how busy they are and don’t be afraid to inflict a pinch of guilt to get that return call.

Try something like this:

“Hi ____, I have been trying to get in touch with you without any luck but I know you are really busy. I just want to ensure that it is easy and convenient for you to get back in touch with me as soon as possible. I am available today between “9am-2:15 pm and tomorrow between 1pm-6pm. Shoot me a text back at 555-987-6543 and tell me which time works better for you.”

Notice how that not only inflicts guilt but graciously offers multiple options for their convenience and closes with a strong call-to-action.

You Didn’t Sound Calm, Cool, Or Collected

I totally understand that we all have days where we are a bit off. Even the most seasoned agents are going to have days where they trip over their words. If you are cold-calling FSBO’s or expireds there is a chance you may not recover. However, don’t let that discourage you from coming back the next day to lead gen with confidence.

How To Fix The Problem

This is one of those problems that is better prevented ahead of time. If you wake up and feel like you are having an off day and won’t be able to confidently communicate by phone, focus on using written forms of communication like emails and text messages that day as much as possible.

For those calls that you must make, here are four easy ways to be more confident on the phone:

  • Start by making less important calls to get into the swing of things. It is natural to be a bit rusty when you first get started so give yourself a chance to find your rhythm again.

  • Listen to a song that pumps you up. Sometimes you just need to listen to a little motivation and inspiration to get back into the groove. I also recommend having a fun victory song that you play when you book an appointment or make a sale.

  • If you are using a script, take the time to say it out loud a few times before you start calling to be sure you have it memorized to the point where you can make it sound natural. Reciting those scripts every day will help build your confidence all the time.

  • Stand up, walk around, and pace if you need to. Sitting in a hunched over position will do nothing to help you but standing or walking will allow you to project your voice and message with more confidence.

At the end of the day, you will only get better at these often uncomfortable interactions by forcing yourself to practice them as often as possible.

You Don’t Have Social Proof To Back Up Your Claims

One of the biggest factors that play a role in the buying decision of people today is what other people have to say about any given product or service. No matter how you first come into contact with your leads, you better believe that they will go looking for social proof that you really are the best real estate agent for them.

So let me ask you this…

If I Googled you right now, what would I find?

Google, your real estate website, Zillow, Realtor, LinkedIn, and all other relevant websites should be bursting at the seams with an outpouring of love from your past clients and referral partners.

How To Fix The Problem

Obviously, if you are a new real estate agent you are probably pretty limited on the number of reviews you will be able to display. However, you can still utilize LinkedIn to reach out to former professional connections and ask them to speak on your skills, talents, and professionalism. Moving forward, be sure to follow my next tip!

If you are past the beginning stages of your real estate career, you should already be actively and aggressively collecting reviews from your clients. I strongly urge you to set up a system of collecting reviews that makes it as easy as possible on the client.

One way to do this is to verbally ask the client what they enjoyed most about working with you during the closing. From there, send them a simple email asking if you have their permission to use their words (have them in quotes in the email) as a testimonial and provide links for them to copy/paste that testimonial on Google, Zillow, and Realtor.

Don’t be afraid to post a happy closing picture with your clients, being sure to tag them and thank them as well and include them in a special album on your Facebook Page to make it easy for a prospect to find.

They Are Not Quality Leads

Sometimes you will do everything right and the leads still won’t call you back.

This is often because the leads suck.

They might not actually be interested in buying or selling, the contact information could be wrong, or maybe they were just tire-kicking. Although this can be frustrating and most real estate agents will look at them as a waste of time I encourage you to adopt a more positive mindset. Even if those people will never become clients, those people are offering you valuable practice to perfect your pitch and practice your tenacity.

How To Fix The Problem

These are not people that you should become concerned about calling you least not right now.

Instead, get them on a drip-campaign that has been properly segmented so you can continue to keep in touch with them, provide them with value, build their trust in you, and ensure they know to call you when that time finally does come for them.

Want Only High-Quality Real Estate Leads For Your Pipeline?

What few real estate agents understand about marketing is that there are two very different types of marketing that are meant to be used very differently in order to be effective; inbound and outbound marketing.

What we have been talking about today (calling, emailing, texting, etc.) is known as outbound marketing. These methods are ONLY effective when you have already initiated a relationship with the lead.

If you want to attract new leads, however, you are going to need a powerful inbound marketing strategy in place. Examples of effective inbound marketing tools are real estate blogs, podcasts, books, and video series.

Of course, as a real estate agent, you probably already know that starting a real estate blog, podcast, video series, and/or book is no easy feat and is certainly not done overnight. However, that doesn’t mean you can’t still get the highest quality leads!

The way I see it, you have three options at this point:

  1. You can ignore everything I just showed you and continue paying to chase after crappy leads.

  2. You can start spending your limited free time trying to study and learn how to produce all of those inbound marketing tools at an expert level.

  3. You can enlist the help of someone like me who already knows exactly how to create high-conversion inbound real estate marketing tools like those (and more) to do it all for you.

Which option is the most appealing to you?

If you would rather skip over the learning curve and save yourself thousands of hours of learning and extra work on top of your already demanding job, schedule a complimentary strategy call with me.

When you schedule your call with me, we will get to the root of what has been holding you back from attracting your ideal clients on autopilot and I will give you a custom strategy to move forward immediately.

Not Ready To Talk To Me? Check Out These Other Popular Posts:

The Secret Way To Outrank Zillow

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Do you know the best thing about SEO?

It helps the people that are looking for someone like you find you in the EXACT moment that they need you!

In fact, anyone that reaches out to you from your real estate website that landed there from a search should be considered a warm lead because that tells you they are already interested in hiring you.

However, if you want people looking for a real estate agent in your market to land on your real estate website, your SEO has to be in tip-top shape.

Sadly, I meet real estate agents just like you every day that have been terribly misled by common SEO myths. When you fall victim to one of these SEO myths you will attract the wrong people at the wrong times, if at all.

What does that mean for your real estate business?

  • A higher acquisition cost per lead and cost per client

  • Increased bounce rates

  • 30% less revenue by 2021

If you are like most real estate agents, you can’t afford to suffer losses like that and certainly don’t want to.

So in today’s post, I am going to reveal the seven most common SEO myths that are holding you back and give you practical step-by-step instructions for following the right SEO strategies that will get your real estate website at the top of search engines.

**But before we dive in I want to warn you that I went very in-depth in this post which made it a long read. Make sure you pin and bookmark it to come back to if you don't have time to read it all now because I keep it juicy right up until the end!**


Myth 1: You Can’t Keep Up With The Google Algorithm Changes

In the past, I have told you that search engines like Google change their algorithms 1.5 times per day on average. That statistic can feel extremely intimidating and has helped to propagate our first myth that you will never be able to keep up with the algorithm changes.

However, SEO is NOT about beating the algorithms.

It is NOT about constantly studying them and changing everything you are doing to keep up with those changes.

Although their algorithms change frequently, most of those changes are just tiny tweaks being used to deter spammers and anyone that would counterfeit search results.

The truth is that you don’t need to keep up with constant changes but rather pay attention to the hard and fast rules of Google that rarely ever change. The last thing I want you to do is be so discouraged or overwhelmed by the evolving algorithms that you decide not to work on your real estate website’s SEO at all!

When you follow the basic rules of SEO like constantly adding fresh and original real estate content with appropriate longtail keywords you will be able to reach the people that are searching for someone like you in the exact moment that they need you.

That is the sheer power of SEO.

Myth 2: Bounce Rates Don’t Matter

This one makes me laugh.

Your real estate website’s bounce rate refers to the number of people that land on your website and immediately “bounce” off and go to another site.

This is an extremely important number because it reveals to you:

  • The quality of your real estate content

  • The quality of your real estate website

  • The quality of your SEO

Somewhere along the line over recent years, people got the crazy idea in their heads that as long as they were getting clients, the bounce rate of their website didn’t matter.

I don’t know about you but if I could make a few simple tweaks to one of my company’s largest assets and instantly start getting more clients and increase my passive income I would rush to do it! Fixing your real estate website’s bounce rate is that simple tweak!

I will explain how to determine your real estate website’s bounce rate and show you how to improve it in my post: How To Get Rock Bottom Bounce Rates On Your Real Estate Website.

Myth 3: You Need To Include Your Keywords Into Every Page & Blog Post A Lot To Rank

Keywords are one of the most misunderstood aspects of SEO. That is mostly due to the fact that the rules around keywords have changed dramatically over the last twenty years and if you haven’t kept up with those changes, you’re going to be fooled by this myth.

As it stands when I am writing this post in the summer of 2019, you will actually by punished for including your desired keywords too much on your real estate blog posts and website pages. In fact, keyword stuffing as it is referred to is only going to damage your SEO rankings because Google will see you as someone trying to cheat their results.

At this point, you should aim to make your longtail keywords account for .5%-1.5% of the content on any given page or post in order to improve your ranking.

Watch & Learn 22 Ways To Optimize Your Real Estate Website's SEO | Get Found By Google | Sarah Layton

Myth 4: Your Current SEO Rankings Will Be The Same For Voice Searches

Let’s say that for the last couple of years you have been dominating search engines with your real estate website using fresh content and longtail keywords. First of all, I want to commend you for doing the right thing and congratulate you on seeing the lucrative results.

Unfortunately, unless you are aggressively reworking your content to rank with voice searches, you are about to lose your valuable position in those search results (if you haven’t already).

You see, just because you’re at the top of Google when you run a manual search right now, that does not mean that you will be the recommendation of Siri, GoogleHome, or Alexa when a potential client is looking for you in a voice search.

Since experts are predicting that voice searches will continue to take over until they completely change the way we use technology and the internet, you have no choice but to get your voice strategy into place. As I have told you in the past, Gartner, a leading business strategy site, brands that redesign their websites to support visual and voice search by early 2021 will increase their revenue by 30%.

Don’t worry because I will outline exactly what you need to do to keep your ranking or take over the number one spot on search engines in my blog post 4 Steps To Optimize Your Real Estate Website For Voice Search.

Myth 5: Social Media Plays No Role In Your SEO

Obviously, social media is crucial to your real estate business in many ways, including bringing traffic to your website. In fact, when done correctly, social media can be your main source of direct traffic to your website.

You can use your social media to get found in organic searches. In fact, when you Google many businesses it is their social media page that pops up at the top of results. This is yet another reason you need to be consistently active on all of your social media accounts using tools like Tailwind.

However, simply being active on your social media is not all that it takes! I bet you’re wondering:

How Can You Use Social Media To Improve Your SEO?

It’s simple! Follow these tips:

  1. Keep your content on topic. Always infuse your posts with your brand and personality but be sure to stay on the topic of real estate and your local market as much as possible.

  2. Link all of your accounts to your real estate blog, lead captures and website. I love the way LinkTree let’s you link to all of these from your Instagram account!

  3. Share all of your real estate blog posts, podcast episodes, and videos. Just be sure that if your are always posting all of your real estate content on your website first and then to platforms like YouTube, ActiveRain, or Podbean.

Myth 6: You Need To Hire An SEO Company


I hate to break it to you but the majority of SEO companies out there are still selling people on outdated SEO techniques which are mostly just busywork that will cost you a ton and leave you with a pile of disappointment.

You do NOT need to spend a fortune on some fancy SEO company to get your real estate website to the top of Google.

Instead, it makes more sense for you to at least learn the basics of SEO, along with a list of strategic keywords that make sense for your real estate business.

From there, all you need to know is that content is king!

If you don’t do any of the traditional SEO practices like link-building and ONLY focus on building out the original content on your real estate website, you will find yourself at the top of Google faster and for a longer period of time.

No need to guess or go do a ton of research about the best SEO practices. In my post, The Smart Guide To SEO For Your Real Estate Blog, I will reveal:

  • How to avoid wasting time on useless SEO techniques

  • How to design strategic keywords for now (and the future)

  • The most important basics that you need to implement for growth

In that post, you will also get access to my SEO checklist for your real estate website to make sure you’ve covered all your bases and don’t need to waste a fortune on some B.S. SEO company.

Myth 7: You Will Never Outrank Companies Like Zillow & Realtor

This one breaks my heart.

I know that it seems like these companies are far more powerful than you will ever be and as a result, you will never get your website above theirs in the search results.

The bad news is it takes work but the good news is that it is TOTALLY possible!

In my two-part post, How To Outrank Zillow, I reveal that you can use a combination of neighborhood profiles and similar hyperlocal content, as well as, FAQ’s in order to climb to the top of search engines at lightning speed!

Again, your ranking will come back to content and competition. As I explain in that two-part power post, those companies are trying to rank nationally. You only have to rank for your market which gives you a huge advantage to create original content that is so specific to your market that they will never be able to catch up to you.

How One Real Estate Company Saved $60K AND Got To The Top Of Google In 3 Months

Last year, I worked with a real estate development company to build a content strategy for them. At the time, they were spending $20K+ per month on marketing their luxury condo development with disappointing results.

I told them that for just $7K and three months I could get them the results they had been so desperately chasing using nothing but original blog posts and social media. Although they were skeptical, they agreed.

I’ll be honest, even I was nervous about how good the results would be. Still, I strategically ghostwrote 60 original and hyperlocal blog posts for their website and hoped for the best.

I could simply tell you what happened and ask you to take my word for it, but here is what the client wrote in a Google review at the end of those three months:

“The only thing I regret is how long it took me to pull the trigger to hire Sarah. I had dabbled in some blogging on my own, but never took it seriously enough and never knew how beneficial it can be when done properly. Search engine optimization has always been one of my team's biggest concerns, and we had spent 10s of thousands of dollars a month for almost a year with little to no ROI. After a couple of conference calls with Sarah, we were convinced that the future of our development and marketing strategy will revolve solely around content writing and blogging.

Within 6 weeks of 3-4 blog posts a week, the results were incredible. We had canceled ALL other advertising campaigns and were still seeing an increase in site visits, as well as visit duration. Today, over 75 percent of the visitors to our site come directly from Google, up from about 25 percent. Our website is easily discovered on the first page of Google with very generic search keywords, and without paying google a single penny. We are bringing in quality leads from all over the country while spending 80% less on marketing then we had before.”

Want Your Real Estate Website To Rank At The Top Of Google?

I would be more than happy to help you get to the top of search results, increase your passive income, and lure your ideal clients to you with original real estate content for your website.

You see, when done the right way, your real estate blog and website will work like a magnet 24/7 365 to attract and convert your dream clients. However, before that can happen, I need to take a look at your real estate website and blog to see where your strengths and weaknesses are. If you would like a free assessment of your real estate website along with personalized advice on how to optimize your results, book a free call with me here.

Don’t have a real estate website yet?

No problem! Simply book a free strategy call with me here and I will help you get off on the right foot from day one!

Oh and don’t forget to check out these other helpful tips:

How To Attract Luxury Real Estate Clients With Copy

7 Habits Of Top Real Estate Agents

How To Find Your Real Estate Niche To Get Rich

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

5 Copy Mistakes Killing Your Real Estate Sales


Have you been struggling to get clients from your email marketing?

Do you feel like you are sending high-quality content to the sound of crickets?

The problem is probably not your content or the people you have on your list. The problem is that you are just sending your content to the wrong people on your list at the wrong time.

As I have told you many times before, your email list is one of the most, if not THE most valuable asset your business has. However, you have to know how to properly segment your list if you want to optimize your results with email marketing.

If you are ready to turn up the heat and increase the profits from every email you send, this post is for you!

[No time to read the whole post now? Just bookmark/Pin it for later]


What Is Email Segmentation?

First things first, let’s talk about what it really means to segment your email list. In essence, it is the process of separating your email subscribers into different categories and speaking to them specifically based upon where they are in the buying cycle.

On a very basic level, if you are a real estate agent, this could start by separating your list into buyers, sellers, and referral partners.

Why Realtors Must Segment Their Email List

Segmenting your email list will allow you to tailor your messaging so well that your contacts will feel a stronger connection to you because it will seem like you are speaking only to them. In other words, it will allow you to send only the most relevant content to your subscribers at the right times and build their trust in you faster.

Studies show that when they have been placed into a segmented email list, subscribers will:

  • Open emails more often

  • Click-through and purchase rates from emails dramatically increase

  • Unsubscribe rates immediately decrease

With email marketing being so popular, people are quick to ignore or unsubscribe from anything they don’t believe to be genuinely valuable to them which is why this level of personalization is so critical.

How Realtors Should Segment Their Email List

I am not going to lie and tell you that it won’t take some time to thoroughly segment your email list if you are starting from scratch. However, it is a worthwhile investment that will pay you many times over. Not to mention, you could hire a VA or someone on Fiverr for just a few dollars to do this for you.

When it comes to how you should segment your email list, I encourage you to be as specific as possible in order to maximize the ROI on your investment. As I mentioned before, as a real estate agent you should at least segment your list into buyers, sellers, and referral partners.

Once you have your current list segmented, you should start to tailor your lead capture devices and welcome sequences to automatically segment your contacts for you.

For example, let’s say that you offer a free downloadable first-time homebuyers guide on your website or a landing page. When someone opts-in to receive that, they should automatically be added to a segmented part of your list specifically for first-time buyers. From there, you can automatically put them through an email drip campaign that helps to educate this type of buyer and push them through your sales funnel.

Taking things one step further with this example, you could have a survey or a specific email within that drip campaign that will help you segment your potential buyers by how ready they are to buy. Assuming you do this and someone indicates that they are not able to buy yet because of their credit, you could automatically move them into a separate list for underqualified buyers that shows them how to improve their credit and finances.

Can you see how being able to speak so specifically to your prospects and leads will increase your conversion rates?

Not only that but once you build these lists and email campaigns, they will actually save you a lot of time and effort by completely automating your sales funnel.

Do you know what happens next?

You start getting emails and calls from people that are already willing and eager to hire you!

Just imagine how your life and business would change if you could stop trying to sell yourself and have people calling because they want to hire you as their agent.

How To Get Real Estate Leads, Referrals, & Income From Your Emails

If you are anything like most real estate agents, everything I just said to you sounds awesome in theory but overwhelming in terms of workload.

I get it!

Writing carefully constructed and psychologically driven email campaigns to each segment of your email list is NOT most agents' idea of a good time. However, who wouldn’t want their phone ringing with people asking to hire them to buy or sell their house?!

If you would like help building out your highly profitable email drip campaigns and automating your sales funnel in the way I have just described, I would be more than happy to tackle that task for you!

I can do everything from creating the custom lead captures like that first-time homebuyers and tailor them to your ideal client to designing and writing the drip campaigns to convince them to hire you.

All you have to do is schedule a free strategy call with me then get ready to handle the influx of business that will be coming your way ; )

Check Out These Other Real Estate Email Marketing Tips:

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

Seductive Email Subject Lines Buyers & Sellers Can't Resist

How To Spice Up Your Real Estate Emails With Video


If you are like most real estate agents, you have been told at least once in your career that there are big bucks to be made by working with luxury real estate clients.

After all, once you start selling seven and eight-figure properties those commission checks get VERY sexy.

The problem is, attracting those luxury clients is much easier said than done!

Some people will tell you that you need to drive a luxury car, wear designer clothes, and have to be dripping in luxury yourself.

First of all, if you are just getting started or are just now deciding that luxury clients are your ideal client, you probably don’t have the money for all that.

I have good news for you…

You don’t need any of that crap!

Say whhhaaaaaa?????

In fact, all you need to attract and close luxury real estate clients is copy. However, it has to be the right copy with the right ingredients.

In today’s post, I am going to share with you:

  • How to use psychology in your real estate copy

  • Where to incorporate copy for the biggest impact

  • The easiest way to get started in the luxury real estate niche

If you want to stop wasting your money on real estate marketing tactics that don’t work and make luxury real estate clients eager to hire you, this post is for you!

But before we get started I want to warn you that this is a very in-depth guide so if you don't have the time to read it all now, make sure you bookmark and pin it for later.


Start With Psychology

Luxury real estate is a very delicate niche. Just like with any real estate niche, or ideal client, you must first understand the psychology behind the people you are trying to attract before you can develop and branding, marketing materials, or copy.

You need to have a deep understanding of who these people are, what makes them tick, and what keeps them up at night.

You MUST know their pain points.

Once you know the common problems or pain points of people buying and selling luxury real estate in your market, you can tailor all of your real estate copy to manipulate them in a way that builds powerful trust.

If you haven’t already, be sure that you download and use my Ideal Clients Worksheet to tap into all of the specific details about your local luxury real estate clients. Be sure that when you get to questions 19 and 20 you come up with as many answers as you possibly can because your answers to those questions will be the secret ingredient to writing psychologically driven copy that converts.

Once you start to improve the value of your real estate content by solving your ideal client’s problems and helping them reach the goals you list on that worksheet, they will start to gravitate to in a shocking way!

By the way, your list of your ideal client’s problems is even more important than their goals. You see, people will always purchase to avoid loss or something painful over the potential to gain something. Therefore, you must lead with pain points and close with a potential gain.

Using NLP As A Secret Weapon

The next level of implementing psychology into your copy is understanding neurolinguistic programming (NLP). Since neuro refers to neurology, linguistic refers to language, and programming refers to how they interact with one another, learning NLP is like learning how to train the mind with words.

Not just any words though; you have to be very specific in the words that you use to be successful with NLP.

I use NLP in everything I write. In fact, this blog is riddled with it.

The beauty of using NLP in your real estate copy is that it is undetectable to the people reading it but is extremely powerful in causing people to take whatever action you want them to. Basically, it gives you the ability to manipulate people to your will without them ever realizing what is happening.

Pretty cool, huh?!

To better demonstrate how subtle the differences are between regular language and the NLP version check out this example:

Regular language: Lots of people like to hire a real estate agent to buy a house.

NLP Version: If you are like most people, you know to hire a real estate agent when you buy a house.

Now let me break the NLP version down for you and explain each component. In the first part of the sentence (If you are like most people), the reader’s desire to be like others is being used to draw them into the action they are supposed to take in the second part of the sentence.

**Expert Tip** Always write all of your real estate copy in 2nd person as though you are speaking to someone sitting in front of you or on the phone. Second person is scientifically proven to be the most effective when it comes to psychology and sales copy in every industry.

Become The Local Luxury Real Estate Expert

Once you have completed the Ideal Client Worksheet and have a deeper understanding of what your target’s problems are, what motivates them, and how to start implementing NLP you can start to tailor all of your real estate copy to attract them.

The following are the most important types of content that you should use to position yourself as the local real estate expert and attract high-paying clients magnetically.

Luxury Neighborhood Profiles

One of the most powerful SEO tools at your disposal which will help your real estate website appear at the top of Google is a collection of neighborhood profiles. Your goal should be the local agent with the most neighborhoods covered in the most extensive way. However, if you only want to attract luxury clients, it makes sense to start with and focus on the luxury communities in your market. Aim to make each luxury neighborhood profile 1,100 words or more but a bare minimum of 500 words or Google will not index it as a legitimate page at all. To learn more about what you should include in each neighborhood profile check out my article The Secret Way To Outrank Zillow.

Relevant Blog Posts

Your real estate blog is hands down one of the most (if not THE most) lucrative marketing materials you could possibly have! Not only does it position you as a local expert, allow you to make passive income, get you to the top of Google, and earn the trust of your ideal clients but it can also be repurposed into many other types of content that will all do the same thing. Be sure that you are including only original posts at least 500 words in length but the longer the better. I suggest writing both about luxury real estate topics and luxury lifestyle topics with a hyperlocal focus. One example of a luxury lifestyle blog might be the Top X Local Wineries Not To Be Missed.

Watch: 3 Vital Things To Do Before After You Hit Publish On Your Real Estate Blog - Subscribe & Share

Strategic Listing Descriptions

Your listing descriptions are a very important part of your professional portfolio and must be written correctly if you want to win luxury listings. If a prospective seller doesn’t trust in your ability to write SEO and psychologically driven listing descriptions which will attract the right buyers or you don’t work with a professional writer like myself, they will be very hesitant to hire you. Writing strategic listing descriptions is not about regurgitating the plain Jane details in the details of the listing with cliche words like “beautiful views”. Instead, you need to provide an alluring perception of the lifestyle that the property provides and make it irresistible to anyone that reads it. I explain how to create the perfect listing description in just 5 steps in this article. Of course, if you hate writing listing descriptions or simply want to impress the pants off potential sellers, hire me to write them for you!

An Unexpected Agent Bio

Perhaps one of the most misunderstood marketing materials used by real estate agents today is their agent bio. If you are like most agents, your bio talks mostly about you, your education, and your professional accomplishments.

Guess what…

That is completely WRONG!

Don’t feel bad because like I said, most people make this mistake.

Instead, your bio should again tap into those pain points and goals of your ideal client and while speaking in second person demonstrate how much you understand where they are coming from. As a general rule, the more you talk about you in your bio, the more you will alienate who you are trying to attract. The more you talk about them, the more clients you will earn.

Don’t underestimate the value and power of your agent bio either. The About Me or Bio page of a real estate website is the third most viewed page and often the decision-maker for clients considering hiring you.

Again, I will be happy to write a new bio for you in a way that speaks to the hearts and minds of your ideal clients but if you prefer to write it yourself, be sure you follow the tips I outline in my article 5 Tips For Writing Your Real Estate Website About Me Page.

Want Help Getting Your Luxury Real Estate Copy Up To Snuff?

Like I said before, if you are anything like most real estate agents, writing compelling, high-conversion copy is not exactly your idea of a great time.

Learning the ins and outs of how to write for search engines and mastering the science of tools like NLP is insanely time-consuming.

At the end of the day, if you want to become the local luxury real estate expert, it is your job to focus on real estate...not copywriting.

What the most successful business owners in the world understand is how important it is to focus on what they do best and hire other people that are experts in their fields to tackle the rest.

As for me, my passion and expertise are providing the best real estate copy in the United States to agents that would rather have clients chase them than pay a fortune to chase after clients. I would love to help you attract your ideal clients and become the local real estate expert by providing you with the copy that you need to seduce them into hiring you.

However, I would love to get to know you and your business first and explain in greater detail how my talents can help you share yours. So if you are ready to learn how quickly and easily you can achieve this dream with strategic copy, schedule a free strategy call with me.

Don’t Forget These Badass Real Estate Marketing Tips:

Avoid These Mistakes When Starting A Real Estate Blog

4 Insane Facebook Ad Mistakes Realtors Make

7 Habits Of Top Real Estate Agents

How Realtors Get Referrals

Texting Scripts Every Realtor Needs

4 Steps To Optimize Your Real Estate Website For Voice Search


Can you imagine a world where we no longer need or use keyboards?

Although it may sound futuristic, that may soon be our reality! In fact, the newest version of the iPhone doesn’t even feature a keyboard and if Apple has taught us anything it is that they bet (and win) on the evolution of tech.

So what does any of this have to do with your real estate business?

A TON actually!

This disappearance of the keyboard is one of many indicators of the fact that more and more people are using their voice to search for answers on the internet. Since nearly 100% of real estate buyers and sellers search for homes, agents, and lenders online you need to know how to make sure you still show up when they search with their voice rather than their keyboard.

You see, just because you’re at the top of Google when you run a manual search right now, that does not mean that you will be the recommendation of Siri, GoogleHome, or Alexa when a potential client is looking for you in a voice search.

Since experts are predicting that voice searches will continue to take over until they completely change the way we use technology and the internet, you have no choice but to get your voice strategy into place.

But don’t just take my word for it, let’s dive deeper into the cold hard facts of how voice search is about to make or break your real estate career.

What Does Voice Optimization Mean For A Real Estate Business?

As I have told you in the past, Gartner, a leading business strategy site, brands that redesign their websites to support visual and voice search by early 2021 will increase their revenue by 30%.

That number might seem dramatic but if you consider the fact that by the end of this year 50% of all online searches will be done by voice is quickly becomes more plausible, doesn’t it?

So just imagine for a moment what it would mean for your business if every time someone in your market asked Alexa or Siri about real estate, houses for sale, market conditions, or real estate agents they were led to you?

What would a 30% increase in revenue mean for you?

Could you hire more help to grow your team, take more vacations, expand your marketing?

There is no denying that someone in your market is going to enjoy that 30% increase in revenue over the next 18 months, so why not you?

All you need to know is how to strategically position your real estate website so that all voice search roads lead to you and today I’ve got 4 methods you can start implementing today to do just that!

If you want to become the next top agent or hold your position at the top over the next few years, this post is for you!

1. Transition To Longtail Keywords

The first thing that you need to think about as you begin to target voice searchers is what they will be saying to their voice assistants when they are looking for you or the services you offer.

Obviously, they are going to be speaking in full sentences like:

“Alexa, who is the best listing agent in St. Louis?”

More than they will say something like:

“Alexa, St. Louis listing agent.”

With that in mind, you need to start implementing longtail keywords in the form of sentences as much as possible throughout your real estate website.

Although the idea of having to do this may be giving you a mini stroke I promise it is actually a good thing for the moment because hardly anyone is doing this yet. In other words, if you start doing this right away you will be facing almost zero competition in search results.

Not only that but the more specific your keywords are, the more likely the people that land on your site as a result of searching for it will actually become a client.

It is SO, SO, SO important that you understand when it comes to your real estate website’s traffic that QUALITY is always more important than QUANTITY!

The trick to identifying strategic longtail keywords that will help draw quality traffic to your real estate website is to put yourself into the shoes of the people you are trying to attract and think about what you would say or ask to a smart assistant like Alexa if you were looking for an agent or house.

2. Write Conversational Real Estate Copy

Including conversational copy throughout your real estate website and blog is so immensely important that I wrote an entire blog post talking about it which you can read here.

The most obvious example that I can use when referring to conversational copy is this post that you’re reading right now. Have you noticed that I am writing how I would talk to you if you were sitting right in front of me or on the phone? That is because conversational copy not only helps people engage and connect with you and your content but it also helps it to rank with voice assistants.

One important point to make is that acronyms are a big No No. Unless you are going to spell them out and then include them in parentheses make sure you don’t have these in your content. For example, LOL will not translate and will do nothing to tell you to show up in voice searches.

What will help you though is to have as many conversational phrases and questions in throughout your real estate website and blog as possible.

3. Create An F.A.Q. Page For Your Website

Speaking of questions, sometimes it can be difficult to naturally incorporate questions into the content of your website. However, one super simple and easy way to do just that is to set up a F.A.Q. page and fill it with as many questions and answers as possible.

I talk a ton about the value of a F.A.Q. page in my article How To Outrank Zillow. In that post I 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

Not only will this page do all of that but it can also work as a site map.

The more that you answer the who, what, when, where, why, and how of all things real estate in your market on your F.A.Q. page the more often you will show up at the top of Google and have digital assistants like Siri and Alexa referring people to your site.

Your F.A.Q. page is best placed in a tab under your About Us tab and in the footer of your website.

4. Bait Google Searches With Snippets

Have you ever noticed recently that sometimes when you run a search in Google you get the answer you were looking for right there on the results page along with a link to learn more from the source if you’re interested?

Here is an example of what I mean:

This is referred to as a Google snippet and they are the new main focus of the geniuses at Google.

You see, they figured out that people are responding better to searches when the answer to their question is automatically populated like this so they are actively and aggressively rewarding the website that allows them to pull a quick answer for users.

The crazy thing is that it isn’t all that hard to bait Google into featuring your website in this way. All you need to do is start filling your real estate website and blog with content that is formatted to include:

  • keyword-rich paragraphs of up to two sentences with an image aligned beside it

  • ordered or unordered list

  • table of information

  • valuable video

  • topical graph

Each of these will give you a much greater chance of getting your site and blog featured in a Google snippet and chosen as the top result by digital assistants answering a voice search.

Want More Help Getting Clients From Your Real Estate Website Or Blog?

I’m your girl!

Whether you just have a few questions or are in search of a full-blown strategy that will help you get ahead of the competition and completely dominate your market I’ve got you covered.

I work with real estate agents, brokers, lenders, coaches and the like in all stages of their career to get ahead like never before, reverse-engineer their ideal clients, and grow their business on autopilot through strategic real estate content. No matter how big or small your obstacle is, I am up to the challenge!

If you are ready to stop playing catch-up and have your ideal clients chasing after you, schedule a free strategy call with me at your convenience and tell me how I can help you.


In this modern world of real estate, it is not only acceptable but expected that you communicate with prospects, clients, referral partners and the like through text messaging. Of course, you should still engage in actual phone calls and meetings but texting can be an efficient and effective way of getting more deals to the closing table.

In my recent article, Texts That Breathe New Life Into Dying Deals, I showed you how a simple text message can save a crumbling sale. However, texting can be used to do more than save a dying deal.

In today’s post, I am sharing several texting scripts you can use to prospect and follow up with your real estate clients.

The Double-Tap Text

One of the best times to use texting in your real estate marketing is when a new lead comes in. As I have told you many times in the past, you have a maximum of 30 minutes to follow up with a new lead after they opt-in, call, or email. Therefore it is absolutely imperative that you be on the ball and have automation systems in place for the times when you are busy.

Let’s say that a new lead opts-in through your website expressing that they would like a free home valuation from you. I suggest you immediately get in touch via the double-tap text approach. All this means is that you send two messages back-to-back rather than one. This shows that you are on the ball and eager to assist them which will increase your response rate significantly.

Double-Tap Text Script:

Message 1: Hello [name], thank you so much for signing up to find out exactly how much your property is worth in today’s market. In order to give you a more accurate idea of what your property would sell for I would like to chat with you for a few moments to get some more details.

Message 2: Are you free to chat now or would later today be better?

The Follow-Up Text

Sometimes you can be working with a lead and then suddenly they seem to drop off the side of the Earth. You call, you email, but nothing happens. I know this can be frustrating but the cure to getting your clients to come back can be as simple as a short and simple text. The key here is that you ask a question that compels the recipient to respond.

Follow-Up Text Script:

Hey [name], how is your home search coming along? Have there been any changes in what you’re looking for?

The Database Text

As you already know, it is very important that you are in regular communication with your database. While passive ways of staying in touch like blogging, social media, and a newsletter are phenomenal ways of reminding people in your database that you are THE local expert and always there to help them it is still important that you reach out to them more directly. Texting can be one of the fastest and easiest ways to regularly reach out to the members of your database and drum up new business.

Database Text Script:

Hey [name], I was just in your neck of the woods showing houses and wanted to see how you have been doing? What’s new?

Texting Is A Worthwhile Portion Of Your Marketing Plan

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

How Realtors Get Referrals

By Sarah Layton


How Realtors Get Referrals

Did you know that seasoned real estate agents claim that 61% of their annual business comes from repeat clients or referrals?!

It makes sense when you think about it. Past clients and people that are referred to you from someone that they trust are basically a done deal and they’re easier to work with because you don’t have to convince them to believe in your ability. Furthermore, it is always cheaper to earn business from a past client than it is to earn a new one.

With all of this in mind, it is no wonder that earning referrals is a top priority of top real estate agents across the globe.

Yes, some agents seem to be swimming in nonstop referrals from their database. However, if you are anything like most real estate agents, you could stand to grow your business by earning more referrals right now.

The problem is, you’re not exactly sure what specific actions you can take to start generating more referrals. Not to worry because in today’s post I’m going to share:

  • The reason behind why people refer you business

  • What to do as soon as you get a new referral

  • How to leverage one referral into dozens more

If you are ready for the referrals to start pouring in, then this post is for you!

What Makes People Refer You As A Realtor

Although it may sometimes feel that way, people don’t just refer you randomly.

They have a reason or reasons why they go out of their way to pad your pocket with a referral. The better that you understand that the more referrals you will earn.

It is human nature for people to want to refer others to “their guy” in any service; their mechanic, their doctor, their contractor, etc. You could put a post on Facebook right now asking for recommendations on any type of service provider and you will be bombarded with comments and messages of people referring “their guy” as the best.

However, in order for people to be compelled to make you “their guy” (or gal) when it comes to real estate, three conditions must be present:

  • They already know, like, and trust you.

  • They know or like the person requesting the referral or talking about real estate.

  • They have to think of you when someone asks for an agent or starts discussing real estate.

In order for a referral to happen, someone has to be involved in a conversation about real estate. Someone has to be talking about buying or selling a home and someone you know has to have you top-of-mind, to add you to the conversation.

But since most people know more than one real estate agent, the big question at hand is what makes them choose you over the other agents that they know?

The answer starts with you.

People are having these types of conversations in tons of different settings. They can happen anywhere at any time. If you want the people you know to automatically and eagerly refer you whenever they are in one of those conversations, you have to train your audience.

You have to make sure that your name becomes synonymous with real estate. The second someone in your audience hears or sees anything real estate related they should instantly think of you!

So how do you make sure that happens?

In addition to staying in regular contact with your database through calls or texts, you should create, publish, and push out original real estate content on a regular basis. The most basic and effective way of doing this is to generate or purchase original real estate blogs from a real estate writer like me which you can repurpose into more content then post them on social and include them in your weekly newsletters.

Constantly sharing valuable real estate content will not only remind your audience that you are a real estate agent, but it will show them that you are a trustworthy resource that deserves their referrals every time someone brings up buying or selling their house.

What You Should Do When Someone Refers You

What you do once someone is referred to you is the most important element of the entire process. In fact, what you do or don’t do will be the make or break point of whether you become the most referred real estate agent in town.

At the core of why people refer you is not just a sense of loyalty but their desire to solve a problem. Someone they know needs help buying or selling a house, and they are compelled to help them solve that problem. Whether they realize it or not, part of the reason they do that is they enjoy being acknowledged for their efforts.

The very first thing you should do the moment that someone refers you is call them up and genuinely thank them for not just thinking of you but actively referring you.

Think about it; if you gave someone else a referral you would expect them to call and thank you at the very least right?

Of course!

If you handed someone a referral that would be worth $6,000 at the very least you would expect to be acknowledged for your efforts to help that person get that check.

The better you treat the people that refer you business, the more referrals you can expect to get from that person. Here is what you should do from now on every single time you get a referral:

  1. Make personal contact with referral;

  2. Personally call back referring party and thank them;

  3. Send a “Thank you” letter and $10 Starbucks/Dunkin Donuts/Gas Gift card to referring party and personalize it;

  4. If referral closes, call to thank the referring party and update them on status;

  5. Send party a $100 dinner gift certificate when referral closes; and

  6. ACKNOWLEDGE THE REFERRAL ON FACEBOOK AND TAG THEM. This lets others know you are referral-based and you are appreciative of anyone who sends you their friends and family members for real estate assistance (the referring party should be one of your FACEBOOK friends).

If someone sends you multiple referrals or a particularly large one, I think you should take things one step further with a grand gesture of gratitude. My favorite is to send them a free vacation using AdvertisingBoost. AdvertisingBoost is this SUPER AWESOME company that will charge you a small monthly fee to be able to send prospects, clients, anyone you want free vacation stays at resorts in cities like Orlando, Vegas, and Cancun. They are NOT timeshares and there are no sales presentations.

Just imagine how excited you would be if someone gave you a free vacation as a thank you for referring them business?! You would probably also post pictures and videos to social media from your vacation. Imagine how impressed people will be if your referral partners post pics of their free vacation from you to social!

How To Leverage One Referral Into Many

Another way for you to acknowledge your referral partners in a powerful way is to thank them publically on social media and in your email newsletter.

The beauty of the public “thank you” is that other people are reminded that you are a real estate agent that is always happy and grateful to receive those referrals.

Make sure that when you do this on social media you are tagging the person that referred you, as well as, the person that they referred. This will ensure that the post shows up in the newsfeeds of the people that are following them and give you additional exposure.

I suggest making these posts both when you are first referred the new client, and after they close. You may even want to do it on the anniversary of the closing, making sure to always tag all of the relevant parties.

Growing Beyond Referrals

While referrals are a crucial part of any real estate agent’s business, they aren’t everything. You should still be actively working to grow your network and attract more of your ideal clients to you through inbound marketing in a strategic way. If you would like help putting together a strategy to earn more referrals and generate tons of new clients eager to hire you as their real estate agent, book a free strategy call with me here.

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Working for yourself as a real estate agent presents many benefits and challenges.

If you are anything like most people, working for yourself can have you wondering if you have what it takes to be successful.

You may sometimes question if you have the know-how, the skill-set, and the dedication that today’s top real estate agents use to propel them to the top. Especially if your current sales are not meeting your production goals.

Well, let me be the first to tell you that even if you don’t currently practice any of the 7 habits I am about to share with you, that doesn’t mean you can’t develop them one at a time. Studies show that it only takes 21 days to effectively develop a new habit in your life so please use this list as a guide to help you grow.

If you are ready to increase your confidence, production, and efficiency as a real estate agent, this post is for you!

1. A Morning Routine

Working for yourself as a real estate agent means having a rather irregular schedule which is completely dictated by you and the demands of your clients. This can cause many real estate agents to go about life and work in a random way which can negatively impact their productivity.

One of the best ways to make sure that you start off every day energized, focused, and deliberate is by implementing a morning routine. The best routines combine an element of your business self with your personal self.

Here are some of the most common components of a successful real estate agent’s morning routine:

  • Meditation and/or prayer

  • Practicing visualizations and affirmations

  • Listening to a podcast to learn something new

  • Exercising

  • Reviewing, setting, and adjusting daily goals as needed

I strongly encourage you to customize your morning routine in a way that works for you and figure out how long it takes you to complete it from start to finish each day. That way you will know exactly what time you will need to get up on the morning that you have appointments that you need to make. Once you have your morning routine established, it is very important that you complete it everyday rain or shine even if you are taking the day off.

2. Regularly Scheduled Prospecting & Follow-Up

One of the most common reasons that real estate agents find themselves stuck on the real estate rollercoaster which means going through periods of extreme business and lack of business is that they aren’t consistently prospecting. In most cases, this is because the agent slacks off on prospecting once they start working a few deals.

Even if you are actively working 100 deals, that is no excuse to slack off and stop trying to drum up new business. All that means is that you need to implement systems into your business to be able to handle that volume AND continue to attract new clients.

If you are anything like most real estate agents, prospecting is one of your least favorite activities. Therefore, you may want to include this in your morning routine so that you don’t procrastinate to the point where it never gets done. Plus, by tackling these tasks first thing in the morning you will be able to go through the rest of your day with a stronger sense of accomplishment.

I strongly urge you to treat your daily prospecting and follow-up activities as though they are a listing appointment or client appointment that can’t be broken. For example, let’s say you make prospecting and follow-up part of your morning routine and schedule yourself to do this every day from 8am-9am. This means that you never, ever, ever, schedule anything that won’t allow you to be able to prospect and follow-up from 8am-9am.

3. Automated Marketing & Follow-Up

Marketing, like prospecting, is one of those activities that many real estate agents do at random, without a strategy, and when they are desperate for more business. The fact is that you should be automating and outsourcing as much of your marketing and follow-up to cut down on your responsibilities and ability to make excuses why you can’t do them at all.

Social media is one of my favorite examples of something that you can automate. Using tools like Buffer and Tailwind you can automate all of your social media posts for weeks or months in advance in an hour or two. Honestly, there is no way that I would be able to regularly post fresh content to all of my social media accounts on a daily basis at the optimal time without using these tools.

Your real estate blog and newsletter are also something that you should time block and automate. Since I spend most of my days writing for my clients, I would never have time to write this blog if I didn’t time block it. Typically, I will take two days per quarter to write all of my blogs for the coming quarter and then schedule them to publish automatically and then I do the same for the corresponding newsletter.

As for following up automatically, I suggest you automatically schedule reminders for yourself about who to follow-up with when and use tools like ringless voicemails, text messages, and auto-drip email campaigns.

4. Constantly Creating Content

Any experienced and successful agent will be the first tot ell you that you must be constantly filling your pipeline with people that will be ready to buy or sell in both the short and long term. They will also tell you that people will only hire you are their real estate agent if they feel as though they know, like, and trust you. There is no better way to do both of those things than to consistently create and publish original content.

In my article 50 Reasons Realtors, Brokers, Coaches, Investors & Lenders MUST Create Content, I revealed some compelling statistics that help reveal just how important content is to your business:

  • With leads, long-form posts are 9X more effective than short-form posts.

  • 60 percent of marketers publish one piece of content per day. (Source: eMarketer)

  • Content marketing offers three times the leads of traditional marketing while costing around 62 percent less. (Source: Content Marketing Institute).

If you are anything like most real estate agents, the very idea of creating and posting all of this content is daunting, to say the least, which is why most people outsource the task to a real estate content expert like myself or time block a few month’s worth of content at a time.

5. Practicing Self-Care

Everything that happens in your business is ultimately your responsibility.

You are the captain of the ship. If you go down, so does the ship.

Therefore, it is very, very, very important that you are actively taking care of yourself as much as you are your business.

Let me be the first to tell you that I understand COMPLETELY how hard it can be to make yourself a priority when you see your business as number one. In the first 18 months of my business, I ate, slept, and breathed real estate writing and media. I didn’t watch television, I didn’t go out with friends, I didn’t do anything but work an average of 18 hours a day, seven days a week.

That is a recipe for DISASTER.

As I’m sure you can imagine, I eventually burned out and became sick with a pile of orders stacked up and clients eagerly awaiting their content.

It was then that I realized how big of a deal it is that we as business owners take care of ourselves properly so that we can take care of our businesses properly.

Self-care is different for everyone. You just need to find out what works for you to feel refreshed, renewed, healthy, happy, and confident.

Here are some of the most common ways of practicing self-care as a business owner:

  • Daily exercise and eating well

  • Meditation and affirmations

  • Journaling

  • Frequent small vacations

  • Regular recreational time

  • Reading self-help books or listening to self-help podcasts

Again, there is no right or wrong here. All that matters is that you make your health, happiness, and mindset are a paramount priority in your life and business.

6. Smart Goal Setting

The way that you set your goals will either set you up to succeed or to fail in a very big way. Therefore, it is obvious that you are mindful and strategic when setting goals for yourself as a real estate agent or broker.

S.M.A.R.T. is actually an acronym that breaks down exactly what every goal should be and include in order to help your progress. Here is the breakdown:

S - Specific

M - Measurable

A - Attainable

R - Relevant

T - Time-based

I always push my clients to start by setting a 5-year goal of where they would like their business to be. From there, you can create benchmarks for each year. Breaking things down further, you can assign yourself monthly, weekly, and even daily goals to make sure you are constantly moving the needle forward.

Don’t hesitate to align yourself with an accountability partner to check and balance one another’s goals and help you stay motivated to stay on track with your goals.

7. Staying Ahead Of The Game

There are few things more deflating or discouraging than constantly playing catch-up in your real estate business. Nobody wants to be a few steps behind the competition at every turn. Not only is it expensive but it costs you clients.

The first thing you need to do to get ahead of the competition is to resolve to be open-minded and accepting of the swift changes in technology.

For example, I have been begging agents for two years to develop their own Alexa Skill. While most people thought that leads would never come from Alexa, those that invested early are already enjoying the benefits of their skills and paid FAR less than you would have to now to get those gains.

There are many ways that you can stay on top of what’s coming but one of the easiest ways is to subscribe to tech-heavy podcasts or Alexa Flash Briefing skills.

Of course, you can also follow me on social and subscribe to my newsletter as well because I am deeply dedicated to providing the most cutting-edge strategies to help you become the best real estate agent in your market.

Don’t Forget To Check Out These Tips:

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How To Prevent Your Social Media Followers From Tuning You Out

The Secret To Becoming Stalkable On Social Media

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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.

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