Category Archives: Real Estate Marketing

Keyword Research Strategies for Real Estate Pay-Per-Click Campaign

Keyword research is an integral and basic component of any digital marketing campaign. We have discussed different tricks and techniques to optimize your real estate campaign. Whenever you run a pay-per-click campaign,you have to be very careful with the selection of keywords,since,you have to pay for every single click.

RealEstate keywords

Keyword Research for Real Estate Campaigns

Last month one of my friend – “a PPC Expert” from a reputed company called me. He had issues with respect to the conversions of his real estate campaign. After reviewing his campaign and considering his daily spent, I concluded that he was paying a high price for those keywords that  were difficult to get conversions.

Google’s keyword research tool is a great help for PPC experts.Apart from the keyword research tools,I personally recommend using Google Suggest. Google Suggest brings out those keywords that could be naturally searched by users.

 

 

google_suggest

Now put yourself in searcher’s/customer’s shoes.When you search on Google for “3bhk flats for sale”,Google suggests you with 10 different options.As a search engine marketer,you term these options as “keywords”.

As per the analysis,the top keywords suggested in Google Suggest are the frequently searched terms.These keywords if used correctly within your campaign can yield better conversions.

Short Tail Vs Long Tailed keywords for Real Estate Campaigns

long tail keywords are keywords are made up of 3-5 words. They tend to have less traffic because they’re not as popular as “head” terms.”Head terms” are the short tailed terms that are generalized terms having a good traffic.

For eg: “3bhk flat in mumbai” is a short-tailed keyword. whereas,a keyword “3bhk flat in mumbai and suburbs” can be termed as a long-tailed keyword.In PPC campaigns,short-tailed keywords have higher CPC,compared to long-tailed keywords.

Higher the traffic,higher is the cost-per-click of the keyword.This does not mean you should ignore long-tailed keywords.

short vs long tail

*Source:http://www.inthenetmarketing.com/

Keyword Match Types

Whenever selecting keywords,it is important that you add a proper match type to it.

Broad match is the default match type and the one that reaches the large audience. When you use broad match, your ad appears whenever a user’s search query includes any word in your key phrase, in any order. For example, if you use broad match on “luxury apartments” your ad might be displayed if a user types “luxury 3bhk flats,”big apartments” or even “luxury guest house”.

Phrase match offers some of the features of broad match.Your ad appears only when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other words either before or after that phrase. for eg: if your phrase keyword is “luxury apartments”.Then your ad will appear for the keywords:

luxury apartments in mumbai

spacious luxury apartments

Exact match is very specific and restrictive of the keyword match types. With this match type, users can only see your ad when they type your exact keyword phrase by itself.

For eg:if you have a keyword [luxury apartments in mumbai],then your ad will appear only for the keyword luxury apartments in mumbai.It will not appear for other terms like luxury apartments in mumbai suburb or even luxurious apartments in mumbai.

Your cost per click may vary depending on match type of the keywords.

Digital marketing for real estate is getting more and more competitive.We,at BMConsulting, provide well researched solutions to make your real estate campaign more optimized.

Tips to Build a Successful Real Estate Website

The best thing about the real estate market is that it’s always on steroids. Real estate is like an immortal species of the market. As more and more brokers are embracing internet to Real Estate Websiteexpand their empire, many a times in this game of dart, they lose the main focus and often target everything other than the bull’s eye. Are you looking for ways how to generate more leads and more traffic on your website? Fret not. This user guide will help boost your website’s productivity and lead to more efficacious marketing. Follow these tips to build a successful real estate website.

  • Buy your own endemic Domain:It makes you look like a “big player” simultaneously lauding a professional touch to your brand. With a personalized domain enables you to maintain a permanent website address and e-mail address.
  • Extract Maximum Benefits out of your Internet Presence: Make your website informative and attractive to make sure people get an avant-garde experience while visiting your website. Let the people get the gist of your schemes and projects by posting videos as well as pictures of what you sell. When information is displayed in form of videos there are more chances that the viewer will take a tour rather than reading long articles posted.
  • Make an Interactive Website: Create an interaction section in your website, allowing the viewers and your customers to ask questions, thus ensuring that all their queries and doubts will be solved. This creates a “placebo” effect among the viewers, thereby visiting your website regularly and also apart from the times when they intend to buy a property.Let your website be an interactive platform between you and the viewers
  • Highlight your listing positions on your website: Make sure to enlighten the public about your presence on other most commonly viewed real estate websites. Create a power point presentation incorporating screen shots of your site statistics as well as listing details.
  •  Explore Online Advertising Options:Posting the link to your website on various other high traffic sites creates curiosity among the visitors and makes people click to your website, thus creating leads and awareness among the public about your brand.It is important you carry extensive marketing through advertisements.
  • Build a Quality landing page: Landing page is defined as the page that your leads would land up to when they click on your ads. The essence of this page is it must be enticing and offer the visitor the crux of your brand. Directly taking them to your website might repulse them, hence this page acts as a prep-tutorial.
  • Fusion of Correct Set of Keywords: Having a state-of-art website does not mean that your work ends, infusing the correct set of keywords to make your website gain a place in the first few pages of various search engines is also essential to direct more views. Special tools like Keyword Discovery will aid in identifying the right keywords for your niche.
  • Utilize the Social Media: The best mode to reach mass public is by social media. Cheaper than the generic traditional marketing and able to catch a larger audience, the popularity of social media for marketing of all genres of business has become as common as the extra amenities offered on a property.

We at BMConsulting, begin real estate website design work by requesting you to fill out a website design questionnaire. We begin our discussion with you to understand your requirements so that you reach to maximum prospective clients. We discuss the basics and the essentials including logos, colors, design preferences, offers, competitors, customer buying process, likes and dislikes, and other preferences that you would like to include on your  real estate website.You can have a look on how we implement digital marketing strategies for real estate clients.

Good luck! We hope that these tips will help you explore the unfathomable microcosm of internet and the boundless possibilities of this Pandora’s Box.

Real Estate Digital Marketing:Useful Email Marketing Tips for Realtors

Email Marketing is an important component of  marketing,ever since the Digital Marketing evolved. Email marketing is a direct marketing that utilize electronic mail as a means of communicating messages to your desired audience. A key component of real estate marketing is relationship marketing. It is important for realtors to generate reliability and trust within their customers.Here,I bring you some really useful email marketing tips for realtors.

email

Having worked with real estate clients, I know the pains realtors have to go through to get customers and even retain older ones. In a conventional marketing,you can get in touch with customers through a telephone call. But,how often are you going to call and hear (annoying)replies.

“Email” attribute in customer registration form plays a vital role. Anyone who has shared an email address with you sometime,is more likely to convert into customer through email marketing.

Email Marketing Tips & Tricks for Realtors

1.) Like any other business, Email Marketing for real estate industry too has its own advantages. Following are the benefits:-

  • Builds relationships and trust
  • Sales and Conversion
  • Desired Audience targeting
  • Data driven

Make sure your email reaches a desired customer base only. Shortlisting your correct audience will reduce your time and costs in long run.Database segmentation will help in reaching the right customers. Remember,if an email reaches a wrong customer,you might permanently lose a customer. Real estate agents can segment their database in two parts:

a)Customers looking to buy land/house b)Customers looking to sell land/house

2) Concentrate on your Content. Check that you have short and catchy subject lines. This will increase the rate at which your customer opens an email. It is important that your email content is relevant to the subject line. Keep it precised.It is not necessary  that every email you send need to be from selling perspective. You can offer your subscribers some really important information  about  local area issues or may be changes in homeowners association regulations and fees.

Whenever delivering a content through email,call-to-action is important criteria.Make sure your subscribers can contact you for home improvement tips or may be for selling or buying a new house.

Some important things you can mention in your email :

  • Your Business information
  • Area you work in
  • Links to virtual tours,videos or your property showcasing website.

HTML and Rich media messages which includes audio, video, and animation leads to higher response rates.However,it is always recommended to have a text only format,since many people prefer to read only text.

Avoid email spamming.

Spam is unsolicited bulk email (UBE). It is defined as

  1. Recipients have not agreed to have it sent to them.
  2. It is sent as a mass mailing.

Social Media

Many people are turning to social media platforms for seeking information,it is important to integrate social media into your marketing strategy. Post your email content to social websites.Seek email subscription signups within your real estate agency social profile.

Email Marketing Measurement

It is always better to test different subject lines, content and creative designs. Use real-time results to see which options work better and yield higher response rates. Implement  A/B test to different segments of your email list to see which works best. Apply the changes, and then send the more successful email to your larger email base for better results.

These Email marketing tips for realtors will work great if done correctly with logical,clear and creative approach.You can refer to digital marketing ideas for real estate agents to gain more insights in real estate business

Real Estate Marketing:Top Online Tools to Help Realtors

Technology is a gift to mankind.And of course,it has become a significant part of real estate agents. In the last few blogs,we discussed about different strategies that  boost your real estate online presence,and we BMConsulting are glad to receive an overwhelming real estate  onlinetoolsresponse from you all.

In this blog, I am going to take an overview of the online marketing tools for real estate agents.

Best Online Tools for Real Estate Agents

1.Google SketchUp

Google Sketch Up is powerful tool for generating, presenting and transforming 3D models.You can provide a 3D look to your properties and present it to your clients.An animated look of your properties will definitely attract your customers.Go and make your hands dirty with Google Sketchup Pro

2.Real Estate Websites

Guys,customers you are looking for are already hunting for real estate agents or houses on rent on websites like Trulia and Zillow.These are the best websites for listings,and you will get maximum exposure here.Apart from these websites,your prospective customers are  searching information like pricing,closed transactions and forecloseure on Realtor.com, Homes.com, Redfin, ZipRealty, MSN Real Estate, AOL Real Estate, Yahoo Real Estate, HGTV FronDoor, and Homefinder.

3.Videos to Showcase Properties

Video is an integral part of real estate online marketing. You need to learn a few skills to develop and edit videos.It is recommended that you make virtual tour for your real estate property.Such videos gives both interior and exterior view of your property.Make use of wide angles to capture awesome angles.I advise to make use of equipment like camera stabilizer, tripod, and slider.Make use of video softwares like  Sony Vegas or Adobe Premier Pro.

4.Karl’s Mortgage Calculator

This tool helps you to provide a good advise to your clients. It offers an in-depth analysis of loans and investments to help buyers and gain confidence in their purchases.

Apart from the above mentioned tools, it is important that you keep a track on social media tools like Facebook and Twitter.Also,not to forget about contact marketing tools like custom branded emails.These mails when targeted to prospective customers will drive traffic to your website, and hence conversions.

I Hope the tools I mentioned in this blog post,will help you in getting better sales and client satisfaction.

Social Media Marketing Tips for Real Estate Agents

In the last few blogs, we have been discussing about various digital marketing strategies required for realtors to enhance their internet marketing  campaigns. Today, I am going to discuss about the hottest trend in digital marketing, that is Social Media marketing for real estate.
social media for real estate

For a layman, Social media marketing is the process to gain traffic through social media sites.This may include Twitter,that helps people to “share” short  messages or even Facebook,that allows sharing or updating photos and creating or inviting for events. Social Media is obviously not limited to Twitter and Facebook only.With new Social Media applications and social networking websites making a buzz every two months, Digital Marketing professionals make their best to explore these newer avenues. FYI, Jelly is the new talk-of-the-town among social media experts.

Social Media Marketing Tips and Techniques for Real Estate Company

1.Listen

It is important, You first search on  Twitter for people talking about your real estate company or your competitors. Now,how would you know what people are talking about you. Keep a tap on what your customers search for. Being Search using words that your prospective customers would say as well. Say for Example,you can use keywords like “looking for real estate agent”, “3 BHK apartment in Florida” or “need a apartment on a rent” on Facebook or Twitter. Using this strategy,you can find out your prospective customers,and you can directly target them.

Remember, you add an hashtag to your tweets. This will help to improve visibility of your Tweets for example, if you wish to sell a property in Chicago,use the hashtags, #chicago #realestate.

Facebook is an excellent medium to share property listings using photos, videos, and related information . Always  add a link to your website for more information about these properties. This will help  in generating traffic  and from SEO perspective,it will generate a quality backlink.

2.Likes,Shares and Follows

As a Digital Marketing Professional,the most annoying thing for me is,when a client asks me how much do you charge for 5000 likes?or How much should i pay for “x” number of followers? Gosshhh!! This is indeed disgusting.  Any premier digital marketing consultancy  likes ours will not enter in such kind of business.Give your customers a reason to connect with your real estate agency page on social networks.Figure out the difference between “Likes” and “Talking about”.A Facebook “Like” means at some point, someone clicked the “like” button.This could be either when someone clicked a “like” on a Facebook page or on the website. From my perspective,TALKING ABOUT THIS“,need to be a prime focus area.This is the actual number that is engaged with your page.These are  people who return to your page after they “like” your page.

3.Contests and Surprises

You can successfully launch a facebook contest for real estate’s prospective clients.You can run a Facebook Timeline contest asking  your fans or followers to leave a comment about what their dream house is like,or which is their best place to retire?.Keep your Facebook Pages interesting by announcing various deals,quizzes,trivia.Say,You can keep discounted rates for first 50 customers who won the contest.For example, run a Poll Contest to ask your Fans what photo they like best from your latest listing.

4.YouTube

Always include an in-depth tour of available real estate properties.This is a great way to attract your potential buyers to make that “hot deal”.A voice over would definitely be an add on.

5.Pinterest

Pinterest  is a great tool to find, save and share beautiful pictures of homes that people want to buy. The interaction that occurs between Pinterest users is through ‘pins’. Whenever a photo is pinned,users and followers can ‘like’ the photo or ‘repin’ it to their own board. Popular and Good looking photos go viral and get pinned multiple times.

Real estate agents and sellers always use  websites for the new listings and the best pictures of properties. You can refer to Realtor.com, Trulia & Zillow, which offers the opportunity to build your profile with additional information and links to your website.

I hope,these social media strategy for realtors would help you to maximize your conversions. Do read my previous posts on digital marketing tips for real estate professionals.

Must Follow Search Engine Optimization Tips for Real Estate Pros

real estate_imgIn the last blog,we discussed about the essential digital marketing techniques required for real estate professionals to excel their online strategy.In the upcoming blogs,we will discuss each sphere of digital marketing individually.

 

Let’s focus on Search Engine Optimization Tips for Real Estate Websites.

Let’s start from basic,What is Search Engine Optimization?Search engine optimization (SEO) is the process of gaining the visibility of your website insearch engine’s natural or organic results.In layman’s term,Higher your website appears in search engines for a related term or query,you will gain more visitors and hence maximize conversions. SEO is purely organic and not a paid listing.

Owning a good user friendly website is a basic requirement for any business website.SEO is important to a successful online presence for real estate agents because higher rankings can convert into bigger sales.As per National Association of Realtors, 90% of buyers start their real estate search online.

Real Estate SEO Strategies Explained

While doing an SEO of a real estate website,it is important that you focus on the following elements:

  • Local SEO and geo-targeting
  • Site performance and usability
  • Optimized Content meant for the reader
  • keyword research
  • Link building that will target only dedicated websites
  • Website Structure

Local SEO and Geo Targetting for Real Estate Websites

Geo-targeting is effective when you are working on a big niche like real estate .Geo Targetting helps in gaining additional exposure to your business online.Since,you will be able to target your local market,rate of conversions would be higher leading you to achieve a very cost effective business.

When you are working on Geo Targeting make sure,you follow the below guidelines:

  • If you are a real estate agent in Florida,It would be more beneficial if your website is hosted in Florida itself. Websites should be hosted in the same regions where you belong to.
  • Make use of geo-targeted keywords. For example,as a real estate businessman,you must  try including a city name with the search keyword, such as “real estate agents+ in Florida.”
  • Analyze and target long tail geo-targeted keywords.
  • Implement Google Places for businesses.

Website Usability and Structure for Real Estate Websites

Website Usability is an important factor for optimized websites.THE  Eyetracking visualizations shows that users often read Web pages in an F-shaped pattern.Following image will explain you in more detail.

f_reading_pattern_eyetracking

Remember that Users have got a lot of information available on internet.You must have a USP that you can provide to your readers. A study on reading habits reveal that people tend to read more precised content than the longer ones.Hence,try to provide core information in initial paragraphs itself

Shorter articles enhance readability.Photos,graphs and infographics are worth a thousand words. Visuals enhance readability .As a real estate agent,users will appreciate if you could add a real photographs of an apartment you look to sell.

Optimized Content for Real Estate Websites

It is always better if you could maximize use of keywords in your writing.Writing need to be natural.Excessive keyword usage leads to spamming and may invite penalties. Start writing  blogs that will focus particularly  buyers, sellers, short sales,foreclosures,first time home buyer individually.Short keyword phrases like “Florida  Real Estate” are very difficult to rank on Google.Combination of Long tail keywords usually bring qualified traffic. Google gives a priority to geographic search phrases.A well optimized Title tag is an important component for a website.Make sure you use phrases like “How to”, “Solutions”, “Tips”, “Reviews”, “Ways to”, and “Best” in your titles.Adding such phrases could  improve the chances of clicks since they are catchy to users.

Do not focus more on High search Volume keywords,since it is difficult to rank for a local business like yours.Google prefers fresh content.If there is something happening in real estate community,like may be about taxes,foreclosures,make sure you are the first in your community to write a page or post about it.

Link Building Strategies for Real Estate Websites

A backlink is an inbound link.It is a   link on another website that directs visitors back to your website. More the  links your website has from a quality website,the credibility and authenticity of a website will increase.

  • Write content for other websites, more particularly real estate blogs.Follow proper  guidelines of using proper anchor text and linking to the best landing pages on your website.
  •  Call, email, write newsletters to webmasters of related Real estate websites.

Trusted domains and websites having a decent pagerank  with high relevance to your real estate are the online source  you should  work on for link building.

Hope,these search engine optimization for real estate websites will enhance your online presence and lead into better connversions.

 

Useful Tips and Tricks for Real Estate Digital Marketing

Real Estate Industrreal estate digital marketingy is getting more and more competitive, as everyone is looking for different avenues to generate revenue.For any business, it is important that you get returns for every penny you spend.In recent years, both buyers and sellers have started looking for online opportunities. Buyers prefer looking for online listings and then visit real estate broker.

It is primarily important to make sure you implement correct internet marketing strategies and make a successful real estate marketing plan. Following are the digital marketing ideas you can integrate in your plan.

Digital Marketing Tips for Real Estate Agents
1. Owning a Quality Website
If you want to survive in real estate industry, it is beneficial you own a website, that well describes you and your recent projects. These days,you can easily create a website on your own, although you have less technical knowledge. There are many platforms and softwares that help you to create your own website.
If you plan to have a good real estate website design with lots of customizations, you can contact good web designing studios and get it done. A Website that has good engaging factors will get you good conversions. Eg.You can include a mortgage/loan calculator for different banks,thus making your site more user-friendly.

2.Search Engine Optimization
SEO is the ‘natural’ way of getting listed in search engines. Being a real estate agent,you would like to get your website optimized for certain key phrases like “land for sale in Mumbai” or “Spacious 3 BHK flat in Chicago city”. It is the job of SEO of your website to check that your website ranks in all major search engines(Google,Bing,Yahoo) for all the keywords prescribed by you.SEO is a long-lasting technique,which helps in generating a quality traffic to your website.Search Engine Optimization is rapidly changing field because Google and other search engines make continuous changes to their algorithm.So,be careful when choosing a right agency for real estate SEO.

Marketplaces are sites that provide buyers with a list of properties to choose from that match buyer’s specifications.

There are plenty of websites to choose from, few of them are paid . To name a few that are out there, check out the following:
• Backpage
• ByOwnerMLS
• Enormo
• FrontDoor
• HotPads
• Local.com
• Lycos
• MLS.com
• Oodle
• Overstock
• Realtor.com
• Trulia
• Vast
• Yahoo! Real Estate
• Zillow

3.Pay Per Click Campaign
Pay-Per-Click, as a name suggest is a digital marketing strategy,where in you pay whenever someone clicks on your ad.In more technical terms,it is a Search Engine Marketing strategy.I would strongly recommend this strategy for real estate agents,if they are willing to pay hefty amount for real estate advertising. Land developers and home builders are the correct businesses for a pay-per-click campaign. As mentioned for SEO, It is important that the agency that handles your SEM,uses your money wisely.

Awesomeness about PPC lies in targeting an exact keyword phrase like [luxury homes in Mumbai] or keyword phrase like “Luxurious Apartments in Chicago”, and you are almost guaranteed that your real estate ad makes an impression in search results for the searched term. Another reason for using PPC is that you can track cost and return on investment. You can target your real estate ads based on user’s demographics, gender and interests. Apart from this, the remarketing feature helps you to show ad frequently to the user who visited your website.

4.Social Media Campaign
Social media is a wonderful medium to generate business. Real estate agents can set up their Facebook, and Twitter accounts. Blogging is an excellent way to convey your opinions or views to your targeted audience. You can share relevant articles on mortgages, titles, buying/selling tips etc on Facebook or twitter.You can start a contest on Facebook page,that will keep your fans engaged.You can get Facebook apps that calculates mortgage rates/or something that will attract your target audience.Make sure you keep your Facebook page updated regularly.The more you keep your audience engaged,the more you are successful in social media strategy for real estate business.
Twitter has great search options to find what people are tweeting, and where they are located.
I find Facebook is often a challenge to connect with people in a B2C way, unless you are offering highly valuable information or can come up with good contests/sweepstakes that will bring people in and keep them interested. Twitter on the other hand has great search options to find what people are tweeting, and where they are located.

Apart from these,you can make use of Infographics explaining how you carry out your business. Infographics are quite engaging and have higher sharing ratio on social media.

I hope these real estate digital marketing strategies will give you some ideas about how you can start integrating online marketing into your business.