Investing in multiple markets doesn’t need to cause a complex website system. Do you need to set up multiple websites, or can you stick with one website? And how do you use your website to scale your business?
In this Carrot Strategy Sketch, Trevor explains what website strategy you need to implement if you invest in multiple markets.
Hey, guys and gals. This is Trevor with Carrot, and we’re coming at you with something new. We put out a lot of great blog posts and Coaching Calls, and things like that where we get a ton of questions in from investors, just like you, on everything from search engine optimization to pay per click to conversion rate optimization.
Basically, how to make you and your website more effective to grow your business, so one thing that we thought of, we said, “Hey, let’s do question and answers for our customers each week, and we’re going to do them on the whiteboard.”
This is our first episode, so give us feedback below this video, but we’ll dive in.
Website Strategy For Wholesaling In Multiple Markets
If you’re a real estate investor, and you invest in multiple markets, or you want to invest in multiple markets, let’s say you’re in Dallas, Texas. You want to also invest in Houston and San Antonio in different markets or if you’re in Florida.
You want to expand over into different states, like Maryland and then maybe Pennsylvania, as well, do you set up multiple websites, or do you stay with one website? And how do you do that on the website to scale your business?
That’s what we’re going to dive into today, if you have multiple markets, what’s your website strategy? One site or multiple sites?
We’re going to dive in, and take notes on this, because this could be a huge difference between you working too much and getting not as good of a result or just tackling the wrong strategy. We want to get that strategy right from the start.
With this example, we’ve got three different cities so we will go with the three-city strategy right now, okay? We’ll go with…here in Oregon, we live in Oregon. Let’s say we will go after Portland, Salem, and Eugene.
Do We Set Up Different Websites For Each City?
We’ve got city one, city two, and city three. What a lot of people are doing…the reason that we’re doing this Whiteboard Wednesday is they’re setting up multiple websites for each market, and that might sound like a good idea at the start because you go out there and get your domain name for the Eugene market, and one for Portland, and one for Salem, as an example.
That makes a lot of sense search engine optimization-wise, but it’s created way too much work, so we’re going to show you how to consolidate it.
Rather than having a website for city one and a website for city two, and a separate one for city three, we’re going to combine them into just one website.
Consolidate The Number Of Sites
Now here’s one caveat to that. You have to be going after the same type of lead. You don’t want to be combining different websites for seller leads, buyer leads, and for rent to own.
We’re talking about one type of lead here. We’re going to get rid of site number one. We’re also going to get rid of site number three over here.
We’re going to consolidate it all into one site here. There is one site for those three cities and one great example. If you type in anything online, investment properties in whatever city you want to mention…
Type in your own city, and you’ll probably find loopnet.com somewhere in the top three rankings, but it’s not their home page.
It’s always a page set up specifically for that other city. We’re doing the same thing here. You’ve got your homepage here, and the homepage is going to be focusing on your broad market.
If you’re in the Texas or Oregon markets, and all of the cities you invest in are in that market, you want your homepage to focus on the broad market. You could say, “We buy houses, or we’ll buy your house in Oregon,” or “Sell your Oregon house fast,” or something like that. Okay?
We’re not even going to be focusing that homepage on specific cities. Now we can mention those cities that we buy in or sell in, or rent houses in on the homepage, but the overall focus is your broad market.
City Specific Pages
The next thing we’re going to do is just like loopnet.com does; we’re going to make sure that we put our sub-cities or the markets that we will buy or sell houses in or whatever it is that you’re doing somewhere on the website.
If you go to loopnet.com, and you see on the right side of the city-specific areas, you’ll see other areas we have investment properties in, and they list out all of those other markets.
We’re doing the same thing. Here at Carrot, we have it built into your platform to make it easier for you to do that. If you’re not using Carrot, connect with your web guy or hack in and learn the code, or whatever. Put that thing in there, but we make it easy with Carrot.
We’re going to have a…Here’s your Portland city. Here’s your Eugene. Here’s your Salem, or whatever cities you’re going after, or states. We want to have those listed somewhere on your website with a link to that page. That helps you with your search engine optimization in a big way.
The next reason why we consolidate these into one website is maintenance. One website is a lot easier to maintain than two, three, four, five, or ten of them, and when you’re building backlinks to your website, if you have five different websites for five different markets, you’re now having to duplicate your search engine optimization efforts five times.
With building everything into one site for that one type of lead, for motivated house sellers for example, now all those backlinks we’re building are working for that one website.
If you want to launch into another market in six months, you launch it on this website. It’s going to give you that search engine optimization power to get that webpage ranking faster.
That’s kind of what we’re talking about here, is we’re building one big asset that, as it gains momentum, really starts to pick up, the performance on the website is going to be way better than having all of your stuff spread out into different websites. Also, you’re just going to get a lot better results.
You’ll get a lot more leads coming through over the long term. You will be closing more of those leads into deals, which equals less work, which is what we’re all looking for. We want to maintain one site per lead type, not fourteen.
What You Need To Do On Your Website
Now you might ask, “What do I need to do on the website?” “How do I implement this?” When you build out those city-specific pages or state-specific pages, whatever they are, you want to make sure that a fancy phrase called the Permalink, which is basically when you go into your browser, you’ve got www.yoursite.com/. Whatever comes after that forward slash is called the permalink. You want to ensure that your permalink has that city and the keywords you’re looking to rank for.
For example, if you’re in the Portland market and set up one of those city-specific landing pages on your overall Oregon website for Portland, you might make the permalink sell your Portland house fast. That will help you optimize that page better, and every other city or state you put on that website will be very similar.
Then the homepage, we already mentioned, makes that broad, so it’s your overall market. If you invest across the entire United States, your homepage should be, “Hey, we buy houses all over the United States,” and then you’ll have different pages for each state or city you invest in to help you get in the search rankings better.
Guiding Visitors To The Right Pages
Then the last thing is the reason that we put these links on the page, just like if you go to loop.net, is because not only does it help guide people toward those pages if they land on your homepage. And if they land on your homepage and see you buy houses in Oregon or sell houses in Oregon, or whatever it is, then they also see the city they’re in, and they’ll click it.
They say, “Okay, they buy houses here,” or “Sell houses here.”
Another reason is search engine optimization. Now Google is going to find your homepage, it’s going to find the links on the page, follow them over there, and it gives you a lot better chance of getting indexed in Google quicker, getting higher in the rankings, and also getting more leads and more traffic through your website.
If you’re investing in multiple markets, this is the strategy.,
Once again, I’m going to recap fast. This applies if you’re going after one lead type. We don’t suggest mixing everything into one website if you also go after buyers and sellers on the same site. We don’t want that. This is one lead type, okay.
Then next, we set up multiple city-specific or state-specific landing pages for each market you’re going to be in. We ensure the permalinks have your keyword and the state in them.
Ensure your homepage is broad for your home market, whatever that market is. If you’re just in Philadelphia, your homepage should focus on Philadelphia.
If you invest all over Pennsylvania, your homepage should be Pennsylvania. If you’re national, your homepage should be national, and then your city-specific ones dive into your locations.
Then from there, get out there and build your SEO, build your backlinks, and things like that that we teach to market your one website. You’re going to get a lot better results.
Please keep sending your questions and give us the comments below. Let us know the next topic you want us to dive into, from advanced to beginner. Let us know. Thank you, guys, for watching this Whiteboard Strategy Sketch, and we’ll talk soon.
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