You’ve heard the rumors.
The circulating case studies about business people (real estate investors included) who’ve flipped the “SEO switch” on their real estate website to generate passive traffic, collect loads of leads and dominate their market.
Right now, it feels mystical — too good to be true, even.
You might be thinking “Is SEO for real estate websites really that powerful?”
But that’s normal, the same as when you’re learning about any new skill or strategy for growing your business; the beginning is confusing and overwhelming.
Once you get a grasp on SEO’s fundamental concepts, though, it will no longer be some mystical growth hacking strategy, but a clear and practical set of steps that anyone can use to dominate their market and get more leads for less money.
With implementation and execution, SEO will grow your business. Guaranteed.
Why SEO for Real Estate Websites is Powerful and Profitable
But before we dive into the nitty-gritty of exactly how you can use SEO to sky-rocket your passive lead gen (that will be the topic of upcoming articles), let’s talk about what SEO is, how it works, and why it’s going to change the way you do business for the better.
How Carrot Used SEO to Become an Inc. 5000 Company
Carrot launched about 5 years ago with a simple dream: to help real estate investors drive online leads through SEO and deliver high-converting websites.
Behind that dream was a more fundamental passion: to…
“Add humanity to business and help people regain time for the things that matter.”
At launch, Carrot (then called REITheme) was a small team of 4 people. Now, Carrot has grown to about 25 employees, thousands of members, and literally millions of leads generated for those members.
Last year — in 2018 — those stats placed us as the 699th fastest growing company in the nation according to the Inc. 5000 list.
And believe it or not, the primary way that we grew (and are still growing) this business is with SEO.
Let me prove it.
Go to Google and type in “real estate direct mail” and we have the first organic result.
Similarly, we’re on the first page for “real estate marketing stats”…
Why do those rankings matter?
Well, just those two articles ranking in Google drive about 2,100 unique page views to our website every single month. That’s business visibility which we don’t have to pay for, which comes reliably every single month without us doing anything.
And we have lots of other Google rankings (you might have even originally heard about us when searching for something in Google.
Largely, we credit those rankings and the hard work behind them for making Carrot into what it is today — a thriving Inc. 5000 company.
Because with passive SEO traffic comes business visibility, word-of-mouth, and ultimately, paying customers.
But now the obvious question.
How does this relate to your real estate business?
What Is SEO for Real Estate Websites As It Relates To Your Business?
In its simplest form, this is what SEO is:
SEO is the act of understanding and working in coordination with search engine algorithms to rank on page one of those search engines and by so doing, drive passive traffic to your website.
You start with understanding SEO algorithms (Google, Bing, Yahoo — which we’ll discuss in upcoming articles) and then implement what you’ve learned. Generally speaking, SEO is a long-term lead-gen strategy.
That is to say, you can’t work on your SEO today and generate leads with it tomorrow.
Usually, you’ll have to work at it for at least 3 months or 6 months before you start claiming rankings and driving passive traffic — but results depend heavily on the size of your market.
Here’s the thing. At Carrot, we’re competing with massive companies for Google rankings. Sometimes, we’re even competing with companies like Zillow or Biggerpockets.
You, though, don’t have to compete with those massive companies. Since you’re a real estate investor or agent, you only have to compete with the other agents or investors in your target market.
Which means that how long it takes for your real estate SEO efforts to pay off largely depends on how competitive your market is and how heavily other investors and agents in your market are working to rank their own websites.
Remember, Google only has 10 organic spots for any given keyword phrase, and if you’re not on that first page, you’re practically invisible.
Some of you might work on your SEO for a week and see results. Others of you will work on it for 6 months until something happens.
It all depends on the phrase you’re trying to rank for, how consistently you work to rank for it, and how competitive that keyword phrase is (i.e. how many other websites are gunning to rank for that phrase).
A few phrases you might consider ranking for, for instance, are…
- “Real estate agent in [target city]”
- “Sell my house fast for cash in [target city]”
- “Best real estate agent in [target city]”
- “Sell distressed home in [target city]”
And we’ll walk you through exactly how to rank for phrases like those and drive passive traffic to your website (and leads) in upcoming articles.
For now, it’s enough to know that SEO does work incredibly well (Carrot used/uses it all the time) for driving passive traffic and passive lead-gen, it’s a long-term marketing tactic, and it can up-level your business if you dedicate time to it.
Some Quick SEO Stats to Prove Its Power
Here are some quick stats to show you how darn impactful SEO can be for your business.
- Google makes up 94% of total organic traffic online (meaning of search engines, Google is the most prominent)
- 75% of searchers never click past the first page of search results
- The first result in any given Google search has about a 35% click-through rate
- On average, SEO leads have 14.6% close rate while leads from paid ads have a 1.7% close rate
Here’s a quick look at the value of SEO for real estate. In 2018, SEO drove in 31.71% of our Carrot member leads.
Point is, SEO can make your business more efficient, more lucrative, and more impactful. The biggest mistake you can make? Ignore SEO altogether and let your competition take the lead.
But you’re not going to do that.
You’re going to dominate the rankings.
And we’re going to help you.
Still Have Questions?
I know you still have lots of questions.
But that’s okay. This was just your most basic introduction to real estate SEO. You should now understand what SEO for real estate websites is and why it can massively benefit your business (regardless of your market or niche).
The “how” to SEO is coming up in our next articles. Once they’re live, I’ll link to them below. Feel free to post questions in the comments if you’re still unclear about what SEO is and why it’s important for your business and we’ll answer as best we can.