As with several other industries, SEO and online ads can have a major impact on increase sales figures in real estate. The Internet has become a major tool for agents and brokers in the business. In fact, a recent study showed that 90% of buyers used the Internet to launch their search for real estate. SEO in particular is an excellent tool to help them rank higher in web searches, and can result in major increases in sales.
The Big Picture
Real Estate agents are “team members” in a brokerage. One of their goals is to increase personal, team, and brokerage branding in order to get new business. Agents often target particular places or regions. They also try to distinguish the services they offer based in particular requirements or demographics. One example is first-time homebuyers.
Real estate brokerages must manage and promote their individual agents, while they also market entire brands. Their goal is for the agents to distinguish themselves. However, they also must maintain a united brand.
Real Estate SEO Is Complex
Real estate SEO is complex for multiple reasons. In particular, real estate websites can be big and complex because of the searchability and functionality that’s required to appeal to the site’s users. It’s particularly true in the case of big brokerage websites. That’s because they typically focus on many locations and regions, and use their site to promote each and every one of their individual agents. The sites are also complicated because many Multiple Listing Services (MLS) aren’t built around Search Engine Optimization.
Another issue is that keyword competition in the real estate industry is very high. That’s because brokerages and the individual agents under them are all battling for the same keywords. To make the situation more complex, SEO scammers offer pricey monthly programs that promise great results for very obscure keywords, but don’t actually increase sales.
One solution is to use qualified and experienced Corporate SEO consultants, who can help to create and implement a complete SEO strategy. It departments of companies can certainly give advice. However, they might be unable to find key site structures or issues related to content that will boost rankings.
The Right Real Estate SEO/Ad Strategy
Having the right SEO/ad strategy isn’t an exact science, but certain ingredients can certainly help to create it. They include local SEO targeting, site usability, advanced keyword research, and social media. In addition there are certain steps that can be taken to implement the best strategy. They include controlling indexed content, creating a clean and optimized URL structure, conducting research to find long-tail terms, and creating high quality content that is local-specific.
Some other key issues include maintaining the code of ethics for realtors and recognizing SEO scams. For example, it’s important for websites to be as current as possible. The real estate industry is often targeted because real estate agents know that SEO is important to increase web traffic, but aren’t too familiar with the nuts and bolts. This certainly makes them vulnerable to various online scams in the real estate industry.