Category Archives: Real Estate Lead Generation

6 Easy Steps To Grow Your Real Estate Blog

If you’re like many agents today, you realize how powerful real estate blogging has become.  Blogging gives you an opportunity to build an audience that you can translate into sales.  It also gives you the opportunity to improve your site’s organic search engine rankings through backlinking and content syndication.  In an ever changing SEO landscape, many experts agree that the most sustainable strategy to building and maintaining your organic rankings, is through content curation like blogging.

Before we can address the external factors of marketing your blog post we have to address a key element related to the post itself, a picture.  Every blog post, at a minimum, should have a featured image associated with it. The featured image is very important because when you post links to your blog on Facebook, Pinterest, StumbleUpon, etc. your user interaction increases dramatically if there is a picture associated with your link.  In another words, people click links more often when there is an associated picture with it.  When choosing an image be very careful when using “free” images because they could be copyrighted.  If you don’t have your own picture to use for your real estate blog post, you can use sites like istockphoto.com and gettyimages.com to purchase royalty free images that are related to your subject matter.

Once your post has gone live it’s time to announce it to the world. Here are 6 steps to help you market your real estate blog post:

 1. Tweets & Schedule Tweets

Send out your initial tweet announcing your new post.  Schedule a tweet with a link to your blog post every six hours for the first twenty four hours.  Make sure to include relevant hashtags.  Using a URL shortening service like Bit.ly is a great tool for not only shrinking long URL links for Twitter post, but it also gives you tracking analytics. Here is an example:

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2. Announce Your Post on Facebook

When posting to your personal or business page, make sure to write a short description with a strong call to action and include your link.  Facebook now supports hashtags just like twitter, so include those relevant to your blog’s topic.  In addition to posting on your own pages, consider posting in pertinent user groups.  Just make sure to review the Facebook Group’s posting guidelines so that you’re not spamming the members.

 3. Send A Broadcast Email To Your Followers

 Send a short email to your blog’s followers with a link to your post.  I recommend including a scaled down version of your featured image in the email to increase your link’s click rate.  Using an email marketing platform like MailChimp, InfusionSoft, or AWeber makes short work of this task.  These platforms also provide you with a rich set of analytics that you will not get otherwise.

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 4. Share On Your Other Social Media Profiles

So you’ve posted links to Twitter and Facebook, but don’t forget about all of your other social media outlets.  Make sure to post backlinks on Pinterest, LinkedIn, and Google+ too.

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5. Bookmark Your Post

Bookmark it on StumbleUpon, Reddit, and Digg.  These sites are a great way to drive more relevant traffic to your post.

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6. Ping Your Post

The last step is to ping your post.  Many blog specific platforms like WordPress have automatic pinging built-in, but if your site doesn’t have this feature you can use a free service like Ping-O-Matic.  Basically, pinging alerts search engines and other sites that you have made a new post, which can help with content syndication.

Generate More Buyer and Seller Leads Using Targeted Facebook Real Estate Ads

Targeted Facebook real estate ads are a hot topic in many real estate forums these days.  I see many “gurus” regurgitating basic methods of geotargeting users to increase engagement, but there is another way to more precisely target buyers and sellers that you have probably never heard of.

Let’s say that Maria is an agent working in an area of the country that has a strong military presence like Norfolk, Virginia.  It’s just been announced on the local news that a Navy aircraft carrier is being relocated from San Diego to Norfolk.  That means several thousand sailors, their families, and numerous support personnel are going to be relocating with the ship too.  Maria recognizes this as a great sales opportunity, but how is she going to market her relocation services to those families?  Yep, you probably guessed it…very targeted Facebook ads!

Like Maria, at this point you’re probably wondering how to go about targeting a very specific group of people on Facebook.  The key here is the word “group”.  If you didn’t already know, Facebook has thousands of groups based on interest.  Facebook groups can have open or closed membership.  An open group means anyone can join, while closed groups require approval by the group administrator in order to join.  What’s interesting about Facebook groups is that you can obtain the unique Facebook ID (UID) for each member, regardless of whether the group is open or closed, using a very cheap software tool like Facebook Group Snatcher.

So Maria downloads and installs the Facebook Group Snatcher browser plugin, and the Facebook Ads Power Editor.  With these two tools she now can get to work making a very targeted list of users.  The first thing Maria does is watch the short training videos provided by Facebook Group Snatcher.  A few minutes later Maria is searching for groups that are relevant to the aircraft carrier.  She finds that their are 20 different groups (e.g., ship spouses, ombudsmans, family support, chiefs, etc.).  Maria makes quick work of harvesting the UIDs from each group. When she finishes she has 4670 Facebook users who have a highly relevant connection to the ship that’s relocating.

Once Maria has cleaned up the list of UIDs and removed any duplicates, she logs into the Facebook Power Editor and sets up a new Audience.  The Audience feature allows Maria to display her Facebook relocation ads just to the 4670 people she has entered into her new audience.  In addition, Maria uses Facebook’s tracking pixel on her website so she can track conversions and precisely measure ROI.

The example of military relocation is just the tip of the iceberg in terms of how you can employ this targeted marketing method.  Another obvious aspect to this method is that it allows you to craft very specific ad copy that speaks to your audience, which will result in higher click thru rates, more conversions, and an overall higher ROI.

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DOMINATE Real Estate Lead Generation With An Advanced PPC Strategy

Have you wanted to DOMINATE pay per click real estate lead generation?  Well I’m going to pull back the curtain and share one of the techniques we use to generate real estate leads from Google PPC ads.  Let me digress for a second.  Why would you even want to run PPC ads, or furthermore dominate them?  First, according to a research study conducted by WordStream back in 2012; “Clicks on paid search listings beat out organic clicks by nearly a 2:1 margin for keywords with high commercial intent in the US. In other words, 64.6% of people click on Google Ads when they are looking to buy an item online!”  Based on our testing and experience we have found that the most common searched keywords buyers and sellers use are of “high commercial intent” too (e.g., chicago homes for sale).  Second, the organic results for high commercial intent real estate keywords are EXTREMELY competitive.  You can spend tens of thousands of dollars on search engine optimization (SEO) and wait months upon months, if not years, waiting to rank for just a single keyword.  You’ll also be competing with the likes of the ZTR powerhouses, which have far more SEO resources at their disposal than any single real estate agent, team, or independent brokerage.

After reading all of that are you still interested in generating a ton of real estate leads with PPC ads?  GREAT!  So let me layout in broad terms this advanced PPC strategy.  For any given Google search engine results page (SERP) there are up to 10 or more PPC ads.  Three at the top of the SERP, and 7+ down along the right side of the page.

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When you run an Adwords campaign Google limits you to running a single ad for a given keyword, but…but what if you could run more than one ad for a keyword?  Well, you would have a much higher likelihood of capturing a click, right?.  Especially if you were running two ads within those located at the top of a SERP.  Now for those of you who are seasoned PPC marketers you’re probably saying to yourself…yeah that would work, but you’d be competing against yourself, and potentially raising the cost per click (CPC) artificially, and you would be right.  No doubt, you have to be acutely aware of how each campaign is performing, but the management trade offs are well worth it in terms of the volume of real estate leads this strategy can produce.

To execute this strategy you are going to need to complete a number of steps.  You will also need to have a real estate website like BoomTown, TigerLead, RealGeeks, or MarketLeader already up and running to collect your leads.  A spin-off of this strategy is to use two or three of these portals as lead collection points and aggregate your leads using Follow Up Boss, which is an AWESOME service, by the way.  In any event, lets assume you only have one website and at least one domain pointing to said site.  That being the case, you have to purchase a number of additional domains so that you will have a 1:1 ratio of domains to Google Adwords PPC accounts.  In the example that I am sharing, it will require a total of three domains.

The next step is to navigate over to Unbounce and open a “New Business & Entrepreneurs” account.  Unbounce is a landing page builder/hosting service that doesn’t require you to code anything.  It’s all point and click, easy peasy.  Once you get your Unbounce account setup you will need to setup two unique landing pages.  Each of these landing pages needs to have a unique domain pointing to it.  These two landing pages will have a call to action button like “Start Searching” which when clicked should take the visitor to a search specific page within your real estate website.
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The last step is to set up three Google Adwords accounts.  Each will require a unique Gmail address (DO NOT USE EXISTING GMAIL ACCOUNTS, SETUP NEW ONES), you can however use the same payment method for all three accounts.  Within each Adwords account you will need to set up a campaign and within those campaigns a new text ad.  Your three separate ads need to use the same keyword(s) (e.g., chicago homes for sale).  Note, the ad copy you use for each campaign should be unique too.

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It’s safe to say that many nuances associated with this PPC strategy have not been covered here, and would require a book’s worth of information to do so.  However, if you are interested in setting up an internet lead generation system like this one, and want to avoid all of the headaches, we’d be more than happy to help you.  Setup a call with us now!