A real estate marketing funnel is the system that guides visitors through your website or to your landing page. It turns visitors into leads, helps you nurture them into legitimate prospects, and eventually turns them into clients.
This real estate marketing funnel post covers the basics of how to set up a marketing funnel, but the post you’re currently reading is for the advanced agent or investor who already has a business that’s growing. If you’re already generating consistent leads, closing consistent deals, how do you add that lever in your marketing, and take it up the next level?
Because that’s where it gets exciting. You start to add magnitudes of results to your business by making some simple switches in your marketing.
And the reason I’m saying this is because in a competitive market, like the time I’m recording this video right now, your sellers, your buyers, they have lots of options.
So, if anyone is kidding themselves to think that you are the only option for your prospect net market, it’s not true.
Advanced Real Estate Marketing Funnel
How A House Seller Decides…
The 5 stage process that all house sellers ponder as they sell their house. Does your marketing meet them at each stage and advance them to the next step… or does it leave them hanging?
How do you make sure that you’re delivering the message that’s going to crack through all that marketing clutter out there? That delivers that message.
It’s going to crack through that prospect so that they choose you versus the dozens of other competitors that you’re working around. How do you do that? Well, it’s by tapping into what’s already going on in your prospect’s brain.
“Evergreen” Marketing
One of the biggest real estate marketing resources that we oftentimes don’t use is the conversations that are going on in your prospect’s brain before they ever reach to you.
This is “Evergreen” marketing approach helps control the conversation. The first thing I’d really encourage you to do is get to learn your prospect inside and out. Better than they know themselves.
How do you do this?
When you’re on the phone with your sellers or your buyers, ask them questions. “Hey, how did you get to my website? Where did you find out about me? Man, so why did you give me a call versus all those other direct mail … those postcards on there? What was it about me that stood out?”
After you close those deals, ask them those questions and get those testimonials. But ask them the questions, not just so you get the testimonials, so you can get the data and information on how your prospects think, and I’m going to show you how to use it in your marketing.
Here Are A Few Examples Of Brands Or Companies When I Google Their Name…
Show Them You’re the Best Solution
So, once again, you close the deal.
“Hey, awesome. So, how did you find out about us? What was it about us versus the other agents or investors you were working with that kind of tipped you over the edge to have you work with us?”
They’re going to say specific things, and those specific things are giving you a direct line into their brain and the way that they think. And now we can start to use those words, use those conversations, to connect with them better, to show them how you are the best solution.
To make sure you’re crafting your marketing, so you’re the clear best solution. Not just the one that offered them the most money. If you do this right, you can offer them less money than your competition and you can still close the deals. All right. I’m going to show you how.
Understand Your Prospect
How do the big boys do market … big boys and girls … do marketing in a big way? The first thing is, once again, you have to understand your prospect. You can’t do amazing marketing without understanding your prospects.
Many real estate agents and investors do marketing only at this first level and second level. That’s it. Most investors are stuck in problem aware and solution aware, and then they say,
“Hey, here’s how we’re going to be able to offer you a price for your house.”
Or,
“Here’s how you buy a property from us or rent a property from us.”
But where the meat is, where so much leverage is right now that investors and agents aren’t focusing on is this stuff in the middle.
It’s this stuff in the middle. It’s dragging them, pulling them, guiding them from problem aware to solution aware to verifying to making a decision and then referring out.
And one thing that’s a big, big, big myth and a big, big, big issue with real estate … not as many agents. Agents get this. You guys get this part. But real estate investors don’t, in general. That you work the deal thinking it’s a one-off transaction. That you’re never going to work with that seller or buyer again, especially sellers.
People are treating it this way.
But if you do this right, your sellers are going to refer you over to other people that you can work. So, you’ve gotta do all this. This one deal can turn into two, three, four, five deals for you if you work it right.
Your Strategy
Here’s what we’re going to do. So, the first thing in problem aware is the very first stage that your sellers or buyers or anyone is going through before they ever even see your message. This is where they just inherited the house. This is where they’re going through that divorce. This is where they just need to sell the house.
They’re moving.
And whatever that situation is… their listing expired with an agent and they don’t want to relist it… they now have a problem, and they’re aware of that problem. Before that problem exists in their life, they’re not going to notice your bandit signs. They’re not going to see your direct mail pieces and think twice about them. They’re not making the searches on Google to find you.
So, one key is knowing that they’re problem aware.
What are those problems they’re having?
How are they feeling?
What things are they searching?
As soon as you know that, put those messages into your direct mail. Put those messages in your bandit signs on your websites. At this stage, they’re going to notice that bandit sign, and call you up.
They’re going to see the direct mail and go, “Man, are these people going to be able to solve this problem.” So, that’s why the direct mail piece and your website copy and ads need to be direct to that point. “Hey, do you have this problem? Sweet, we can solve it.” That sounded like a Vanilla Ice song for a second.
Real Estate Marketing Funnel: The Solution Aware Stage
So, right here, then they’re solution aware. As soon as they see you’re advertising somewhere and your competitor’s advertising, now they know there are solutions out there to their problem.
Now they know, “Okay, well, I can list this house. I don’t really know what that looks like. There are also these things called house buyers out there, or I can buy investment properties from these entities or there are places to rent-to-own.” And then they know that it exists.
But, how do we then make sure that your solution is the one that stands out in their mind? Well, over here on your website, in your marketing, in your ads, things like that when you’re talking to them, at this point, they’re wanting to compare things. How does X’s service compare to Y’s service? How does your service compare to other real estate investors?
You’ve gotta have a clear, clear value on why you are different than the others, and also compare you as a real estate agent versus a for sale by owner. Or you as a real estate investor versus listing with an agent. Compare those with the content on your website and in your advertising.
Build Credibility in Your Process
Next, you need to build credibility in your process. Because people want the process to be transparent. They want to know going into it that they’re pretty clear how the process is going to go down and this is one of the biggest things.
I want to challenge you guys as real estate agents and investors… for some reason, there’s something in the psyche of a real estate investor, a house flipper, and a wholesaler, that makes you believe that you cannot be completely transparent with the way you’re developing your offers.
If that mindset stays in your brain over the long-term, you’re going to lose deals versus the investors who grasp that,
“Hey, you know what? Our prospect really cares.”
They really want to know how this works, and if I can add transparency to the process if I can gain trust and credibility … if I can show them exactly how I’m coming up with that offer, and not think that by doing that it’s going to put me at a disadvantage,” you’re going to win.
How is Opendoor, a company that’s valued at over a billion dollars just in three to four years … how is Opendoor winning the game in the markets that they’re going after?
It’s not because their marketing is that much better. It’s because they have a very clear value proposition and people know exactly how their offer is going to be calculated.
Exactly.
And then the process is transparent throughout the whole thing.
Strengthening Your Position
So, next what we need to do is if we’ve done the comparisons with content … we have ads that pop up on Facebook that say, “Selling a house to an investor versus an agent,” or an ad that says something to the effect of … Brad Chandler of Express Homebuyers, had a great ad that says, “Don’t work with those fly-by-night investors. Here’s why.”
Then it serves up a testimonial that has a seller that talks about working with two of those fly-by-night investors that didn’t fulfill on their promise of their offer, and how Brad did. So, that’s comparing.
That’s planting seeds of doubt in that prospect about the other people and strengthening your position.
Real Estate Marketing Funnel: Vetting and Verifying
Next, once they understand there are options out there and how they differ, now they’re going to go, “Man, so, there’s four options, or three options, or two that I really think are pretty good. Which ones should I work with?” So, they’re going to go in the vetting and verifying phase.
They’re going to be Googling your company name. Your company name plus reviews.
They’re going to be looking for Better Business Bureau. Not just that you have a BBB profile, but you have a positive review profile. You’ve got a dozen or two dozen reviews that are four out of five or five out of five.
On the agent side, they’re going to be looking for credentials and work history.
This is where you start getting testimonials and video testimonials of your prospects and clients talking about the experience of working with you. Talking about your character. That you follow through and close your deals. That you fulfill the promises you make.
That you don’t weasel out of your contracts because you can. And this part is huge, because if there are four or five options they’re looking at, and they Google you and they don’t find anything that gives them that warm and fuzzy, that they really want to work with you but they do with someone else, they’re going to win the deal.
I have a question for you. Who has ever purchased a product or decided to not purchase a product, any product, because of one review that you saw? Just one. That happens all the time. You’re on Amazon and you’re looking at it, and there’s one review that’s like, “Ah … man. I’m not going to get it. Because if that person experienced it, there’s a chance that I might as well.”
So, if we’re not thinking that same way in our businesses … that one review, that one testimonial, that one bit of credibility can completely tip the scales from someone working with you to someone working with someone else, then we’re kidding ourselves. So, in this phase in the competitive market, the vetting and verifying market, is big.
How do you do that with your ads?
Make sure you’re putting great case studies and testimonials in your Facebook ads, in your Google ads. Make sure you’re putting great case studies and testimonials in your credibility kit when you’re meeting with your sellers or with your buyers.
They need to know that you’re a great company to work with, and there needs to be overwhelming proof that you’re a legit person. You’re honest, trustworthy, and you will fulfill your promise. All right?
Last right here, decision. How do you pull them to a decision? First of all, you’ve gotta have a really clear call to action. Say, “Here’s what you do next.” Present them a real offer. Follow up on that offer. Don’t assume that they’re going to contact you if that offer is good. Follow up, be courteous, but follow up.
Timing is a big thing there.
Real Estate Marketing Funnel: Transparency
Transparency, once again. Add as much transparency to the entire process as possible. Someone opts in on your website, don’t just kick them out a generic email and then just land on their doorstep in two doors.
Send them an email or pick up the phone and say,
“Drew is actually going to be at your door at four o’clock tomorrow. Drew’s been with us for two years, or five years.”
Or,
“It’s actually going to be me. I’m going to be pulling up in my truck that has XYZ on it, so expect that. And here’s a few things I’m going to be walking through when we get there, and then we kinda talk about what we find and we can talk about the value of the home, and kinda work out a fair offer there for you. Does that work?”
So, then they know exactly how the process is going to work, and then you can walk them through it too. “Once we make the offer, here’s how that works. We can close within seven days, or whatever that is.”
Be crazy transparent during this process because the more transparent you can be at their point of decision, the more that they’re going to want to work with you and it adds credibility to that vetting and verifying phase.
Sharing the Love
Last, don’t stop loving on them. Once again, so many real estate investors … the agents are better … but so many real estate investors are not in the relationship business when you should be. You’re in the transaction business.
“I closed 14 deals this month.” or, “I closed two deals this month.”
How many of those deals did you send a thank you card 30 days after you closed it? Probably none of them.
How many of those deals did you give them a care package at the closing table? Probably very few. How many of those deals did you follow up six months later and see how they’re doing after the move or after the sale, and find out if there’s anything else you can help them with?
Or if there are any other people that they know that you can help? Probably very few of you, because you’re thinking so short term.
And short term is not a fun way to build a business, and it’s not a profitable way to build a business over the long term. And you’re not going to build a great business. You’re probably going to be out of business within two to three years if that’s all that you’re doing. So, make sure you’re building all this up so referrals happen, and start loving on them.
Business is way more fun when you love on your clients and client’s love on you.
I’ll Finish This Advanced Real Estate Marketing Funnel Post With This…
I’m going to finish it with this. I’ve been to masterminds with the largest house flippers and wholesalers in the country. I asked them this question once … there were 50 people in the room … I said, “Raise your hands, anyone in this room who would love to have a beer, have a drink with your clients?” 2 people raised their hand out of 50 people.
And I’m saying this because this isn’t about marketing. This is about building a business you love. About building a business you love, and you can only do that if you love your clients. And loving on your clients does all this way better.
It’s going to make your marketing really powerful. That’s how we’ve grown so much. Thousands of members because we love on our clients.
We’ve realized that you are human beings that have real needs, real desires, real hopes, real fears, and we’re going to help you through that stuff.
A Beginner’s Guide to SEO for Real Estate Investor Websites
If you’re a real estate agent or investor looking to work with more clients, it’s time to start investing in SEO for real estate. By optimizing your website and content for search engines, you can attract more qualified leads, improve your online visibility, and ultimately grow your business.
SEO for real estate ensures that your website ranks higher when potential clients search for homes or investment properties, giving you an edge over the competition and helping you connect with more motivated buyers and sellers.
According to Google’s Keyword Planner, there were 12,000 monthly searches for “sell my house fast,” 1,900 for “realtors in my area,” and 27,100 for “how to buy a house.” That’s a lot of potential clients searching for solutions to their problems.
By spending a little time per week creating and optimizing content and using keywords wisely, real estate professionals can rank themselves highly enough without additional paid marketing efforts!
That means they’ll be able to do 2-3 deals MORE deals per month while, eventually, only doing half as much work.
How much additional revenue would that mean for your business?
If you average $5,000 to $10,000 per deal, 2-3 extra deals mean $10,000 and $30,000 monthly!
SEO has a 6% conversion rate and drives over 13,000 leads monthly…
Real estate SEO is perhaps the most powerful (and underrated) marketing strategy to drive traffic to your real estate website. Thousands of Carrot members use Search Engine Optimization to generate passive traffic to their websites (i.e., free traffic) — and not just any traffic. SEO traffic is almost always higher quality than paid traffic.
We believe every real estate website needs SEO to maximize success.
Tyler Ford — a real estate investor and agent in Tucson, Arizona — made $200,000 just four months after joining Carrot, focusing on SEO (before that, his business was $20,000 in the hole).
Talking about the quality of leads from organic search traffic, he told us:
“For the most part, they’re all motivated. 80% of the leads that come in are motivated sellers. You send out direct mail, and you’re dealing with 90% of those who are unmotivated. SEO is the exact opposite. They’re chasing you; you’re not chasing them.”
And that illustrates why SEO is so powerful for real estate. It doesn’t just drive traffic to your website consistently; it drives high-quality traffic.
What is SEO & Why is it Important for Real Estate Investors?
SEO for real estate investors is the process of increasing your website rankings by improving on-page and off-page factors such as keyword content, page speed, descriptive URLs, and backlinks. SEO is inbound marketing, meaning your target market finds you rather than you finding them.
How amazing would it be if YOUR TARGET LEADS consistently visit your website, give you their contact information, and ask you to contact them? All without you spending a penny on paid ads?
Amazing, huh?
That dream is a reality for real estate investors and agents who focus on building their website’s SEO — they attract motivated leads and close more deals than their competitors.
SEO is a surefire way to beat the competition, grow your business, and create predictable income and lead generation.
SEO for real estate involves earning targeted website traffic from a search engine’s organic rankings. This involves creating high-value content, optimizing content for specific keywords, and building backlinks.
SEO is about improving your website’s rankings in the organic section of the search results.
Whether buying multi-family units or looking for traditional sellers, cash buyers, private lenders, or note sellers, you need to understand search engine optimization and how it can improve your business.
Why Is SEO Crucial for Generating Real Estate Leads?
The first 10 search engine results get the clicks. 75% of searchers never scroll past the first page!
According to recent data, 93% of home buyers use Google as their primary source of information during the home-buying process. Furthermore, a study by the National Association of Realtors (NAR) found that 44% of new home buyers begin their search online.
These statistics highlight SEO’s crucial role in generating real estate leads. By optimizing your websites for, you can increase their visibility and reach more potential buyers, leading to more successful lead generation and sales.
You lose tens of thousands of dollars if you’re not on page one.
Few people click “next page” when searching… they never even see Page 2, never mind pages 4-9.
How Search Engines Work
Search engines are like libraries. They store web pages instead of filling shelves with books.
When you type a query into a search engine, the engine looks through all the pages in its index and tries to return the most relevant results for you. To do this, they use an algorithm. Algorithms are a black box, but Google gives clues.
“These ranking systems are made up of not one, but a whole series of algorithms. To give you the most helpful information, Search algorithms look at many factors, including the words of your query, relevance, the usability of pages, sources’ expertise, and location and settings.
The weight applied to each factor varies depending on the nature of your query. For example, the freshness of the content plays a bigger role in answering queries about current news topics than it does about dictionary definitions.”
Google is the most used search engine, at least for web searches. But there are many other search engines worth pursuing, like Bing.
Don’t let that intimidate you. You don’t need to master all 200 plus to be successful. You’re better off learning the small ranking factors that impact most significantly. With just a little SEO knowledge, anyone can start building their rankings.
Of course, if you want to become a market leader, you’ll either need to learn how search engines work, and the factors they’re looking for when ranking content is critical when creating content that ranks for your real estate business or hire an expert with this knowledge.
Search engine algorithms change constantly, so there is no guarantee that what is important now will still be important in the future.
Factors like backlinks, mobile-friendliness, and matching search intent have been critical for many years, but E-E-A-T and technical SEO are becoming more important than ever.
If you want to maintain your rankings after earning them in the first place, staying up to date with the latest best practices is essential.
Chapter 2:
Choosing a Domain Name
Your domain name serves as your website’s digital address and a crucial first impression. While it can influence SEO to some extent, it’s not the sole factor. Here’s a breakdown of key considerations for choosing a domain name:
Personally Branded Site
Brand Identity: Prioritize a domain name that reflects your brand identity and resonates with your target audience. It should be memorable, easy to spell and pronounce, and ideally tell users something about your business or niche.
SEO Benefits: While exact-match keyword domains aren’t essential for high ranking anymore, consider incorporating relevant keywords strategically within your domain name. However, prioritize readability over keyword stuffing.
User Experience: Keep your domain name concise, ideally under 15 characters. Opt for clarity and avoid hyphens or underscores, which can be difficult to remember and type.
Local vs. Global Reach: Consider your target market. If you plan to operate solely within a specific location, using a location keyword in your domain name can be beneficial. However, a more generic domain name might be preferable if you have broader ambitions.
Availability and Extensions: Check for domain name availability across popular extensions like .com, .org, and potentially relevant industry-specific extensions (e.g., .realestate for real estate businesses).
Moving Beyond the “Yes or No” on Domain Names and SEO
When ranking websites, search engines consider various factors beyond exact-match keywords in domain names. High-quality content, strong backlink profile, and user experience all play a significant role.
Here are some additional SEO best practices to consider alongside your domain name selection:
Content Strategy: Focus on creating valuable, informative content that naturally addresses user search intent and incorporates relevant keywords.
Technical SEO: Ensure your website has a clean and mobile-friendly structure, focusing on fast loading times.
Backlinks: Build high-quality backlinks from reputable websites to your domain, which is a strong SEO signal.
Remember: The best domain name effectively balances brand identity, user experience, and SEO considerations. By following these guidelines, you can choose a domain name that serves you well in the long run.
When we talk about SEO, we’ll often mention “real estate keywords” a lot. You can’t talk about SEO without mentioning keywords.
Keywords are a fundamental part of your SEO strategy. If you don’t target a specific keyword phrase with each page you want to rank in Google, you’re probably not going to rank.
The fact is, you have to tell Google what keyword phrase you’re trying to rank for. The clearer you are about it, the better your chance of reaching page one.
But what exactly is a keyword? And why are they essential for optimizing your website for search engines, driving passive traffic, and generating high-quality leads?
Let’s talk.
What Are Keywords?
Simply put, a keyword is a word or phrase that defines the content on your page or post best. It’s the search term you want to rank for with that specific content.
In SEO, keywords are “keyword phrases” or “search queries.” It can be helpful to think of them this way because keywords are rarely a single word.
When people search for that keyword in Google (or other search engines), they should find that page on your website.
Long-tail keywords are search queries that are very specific and have a relatively low search volume. These keyword phrases usually contain 4-5 words or more.
Although fewer people are searching for long-tail keyword phrases, these keywords are often less competitive and can be easier and quicker to rank for. They tend to attract more qualified traffic that is more likely to convert into leads.
For example, an excellent keyword for real estate agents could be “best time to buy a house.”
Then, write an article with that keyword worked into the title and strategically placed spots within the content.
Why is Keyword Research Important?
Organic traffic! Keywords are essential because they are the core connection between what people are searching for and the content you provide to fill that need.
Your goal is to drive organic traffic (non-paid) to your website from the SERPs. The keywords you choose to target with your content will determine the type of traffic you get.
Keywords should be as much about your audience as your content. You might describe what you buy or sell slightly differently than a buyer or seller will ask for it. To create content that ranks high organically and drives visitors to your website, you need to understand the needs of your audience.
How do they talk? What phrases will they use, and what information will they seek? You can communicate with your customers, frequent Facebook forums, visit local community groups, and do keyword research.
How to Find Keyword Ideas for Your Real Estate Website
Keyword research is discovering words and phrases (aka “keywords”) people use in their search.
Keyword research impacts every other SEO task, including finding content topics, on-page SEO, social media, and content promotion.
That’s why keyword research is usually the first part of any SEO campaign.
Put another way, Keywords are like a compass for your SEO campaigns: they tell you where to go and whether you’re progressing.
As a bonus, researching keywords helps you better understand your target audience. That’s because keyword research gives you insight into what customers are searching for… and the exact words and phrases they use. In other words, keyword research is market research for the 21st century.
Guiding Principles
Do’s …
Look at both longtail and short keywords.
Be mindful of intent — use the same language as your leads.
Pay attention to volume and difficulty.
Be mindful of keyphrase groups.
Incorporate local keywords
Don’ts …
Simply go for the highest volume.
Spread too thin. One high-quality page for a keyphrase family is better than ten shorter pages.
Don’t go too narrow or too broad.
Mix intent – someone searching to sell for divorce is not likely looking specific to a city.
Research primary, secondary, and long-tail real estate keywords
First, you need to perform targeted keyword research. You need to look for high-intent, local keywords.
Focus on Search Intent Don’t just target keywords with high search volume. Prioritize keywords that accurately reflect the intent of your target audience. What are they searching for? What questions do they have?
Incorporate Local SEO If you have a local business, target keywords that include your location to attract nearby customers. Carrot’s Auto Location Pages makes this simple, fast and easy to maintain. You simply tell us the state, county and city pages you want to set up and we create them automagically. Each location page is connected to your home page so every time you make changes to it your location pages will reflect the same.
Don’t forget about long-tail keywords. Long-tail keywords are phrases that contain at least three words. However, we like to see four or five.
They are a great way to target your niche location rather than trying to rank for a more generic term. In other words, they are more specific and often have less competition.
Long-tail keywords will allow you to rank higher in search results for popular niche topics fairly quickly, while you might be trying to rank for harder terms, such as “we buy houses in [market city]. They tend to attract more qualified traffic that is more likely to convert into leads.
Use Google Suggest to Find Keywords
Take advantage of Google Suggestions to find quality real estate terms.
To use Google Suggest, start by typing your primary keyword into the Google search box and see what variations Google suggests:
If phrases turn up in a Google suggestion, you know it is a phrase people are searching for. Some tips might not fit your goal, but they can inspire other search terms you can use in your content.
More Tools to Find Keywords
You can use many tools to help you find the best real estate keywords for SEO. You can use these tools to gather search volume, ranking difficulty, keyword value (if you’re using the keyword for paid traffic), and competition, to name a few.
Here are some of our favorite tools to get you started.
Carrot’s Integrated Keyword Explorer lets you enter a common keyword like “sell my house fast,” then shows you related keywords, their traffic estimates, and the estimated difficulty of ranking for the keyword. This saves you time and money because it eliminates the need for multiple third-party tools.
Ubersuggest is a very easy-to-follow keyword tool. You can see suggestions, volume, estimated paid competition, and estimated competition in organic traffic.
Ahrefs is a complete platform full of keyword research, content, and SEO+PPC tools.
Google Ads Keyword Planner (you’ll need a Google Ads account) lets you gather monthly local search volumes for keywords, competition levels, and the estimated cost per click.
SEMrush provides keyword data. You can use their free tool for a trial period, but beyond, this is a paid tool with many other SEO and PPC research features.
Or, we’ve done the leg work for you. Download our free Real Estate Keyword Bibles…
On-page SEO refers to the measure taken directly within your website to improve its search engine rankings.
On-page SEO for real estate is the best starting place for a new SEO strategy. It focuses on elements you can directly control, making it faster and more effective. Optimizing on-page SEO ranking factors on your website first makes other off-page strategies worthless.
You must start by focusing on your website.
Here are the factors you should pay attention to on each page of your website that you’d like to rank in Google. This is a high-level view of each factor with some action items to wrap up each step.
Why is On-Page Important?
On-page SEO tells Google who you are and gives them the proper information to explain why you should be at the top of the SERPs when your keywords are entered.
Without on-page SEO, your website could be left out. Why leave it to chance?
Giving Google’s algorithm as much information as possible about your real estate website is critical.
However, you don’t want to focus too much on keywords, or you’ll lose some of your user experience. You must optimize your content for bots, but it must also be readable and valuable for your audience.
One way Google knows about what is on your page is by the URL of that particular page.
Guiding Principles
Do’s …
Be mindful that your page is for two audiences: Google and your site visitor. High-quality content works better than keyword stuffing.
Google is looking for the most relevant answer to the searcher’s question.
Don’ts …
Keyword stuff and not answer your site visitors’ questions.
Overlook details of meta content/image content.
Try to rank your site. Google ranks pages.
Google’s EEAT Principle For Content
You might wonder if there’s a clear-cut methodology for creating content that ranks well on Google. Well, we could give you a LOT of advice.
Here are some practical ways to improve those your EEAT qualities…
Build backlinks & citations
Keep content accurate & up-to-date
Collect reviews
Hire experts to contribute content
Share your credentials
Share your contact information
Including these components in your content means Google is more likely to rank you high because it shows authoritativeness and trustworthiness.
Having high-quality content on your site also keeps visitors around longer, which increases engagement — another high-value signal Google looks for when evaluating a site. Here’s how to create content that keeps readers (and Google) hooked:
Prioritize Quality Over Quantity: Focus on creating in-depth, informative content that provides real value to your audience.
Address User Intent: Go beyond simply including keywords. Identify your target audience’s questions and needs and craft content providing valuable answers and solutions.
Structure for Readability: Break up large blocks of text with subheadings, bullet points, and clear formatting. Use shorter paragraphs for easier skimming.
Integrate Multimedia: Strategically incorporate videos, infographics, images, and even podcasts alongside written content to cater to different learning styles and preferences.
Optimize for Mobile: Ensure your website and content render flawlessly on mobile devices, as many users access information this way.
Leverage Internal Linking: Link to relevant content within your website to keep users engaged and exploring.
Embrace Interactive Elements: Consider incorporating quizzes, polls, or interactive calculators to boost user engagement.
By implementing these tactics, you’ll create content that not only captivates readers but also sends positive signals to search engines about your website’s relevance and authority.
Remember these tips whenever you’re creating content. They’ll help you rank higher on Google and drive more traffic to your website.
Craft Compelling Title Tags for Maximum Impact
While the exact character limit can fluctuate slightly, Google generally displays around 60 characters of your title tag in search results. Here’s how to optimize your title tags for the current landscape:
Prioritize Conciseness and Clarity: Strive to keep your title tags under 60 characters while still conveying the essence of your content.
Focus on User Intent: Craft titles that accurately reflect your content’s value and entice users to click.
Include Relevant Keywords: Incorporate target keywords naturally within the title tag, but avoid keyword stuffing.
Consider Branding: Where appropriate, integrate your brand name to establish recognition.
Test and Refine: A/B testing different title tag variations can help you identify what resonates best with your audience.
We have a handy tool built into Carrot websites that helps you create your page or blog post’s title tag.
By following these guidelines, you can create compelling title tags that improve click-through rates and provide search engines with valuable context about your content.
Focus on User Intent, Not Keyword Placement
While including relevant keywords throughout your content remains important, the emphasis has shifted from strict keyword placement to user intent. Here’s what you should prioritize:
Address User Needs: The first 100 words of your content should immediately grab the reader’s attention and address their specific needs or questions.
Demonstrate Value Proposition: Communicate what your content offers and how it will benefit the reader.
Integrate Keywords Naturally: Incorporate relevant keywords within the first 100 words, but prioritize readability and avoid keyword stuffing.
By focusing on user intent and value proposition at the beginning of your content, you’ll engage readers, keep them coming back for more, and establish yourself as a credible source. Search engines will also recognize the relevance of your content to user queries.
Craft Clear and Descriptive URLs
While URL length isn’t a direct ranking factor, clear and concise URLs can enhance user experience and potentially improve SEO:
Prioritize Clarity: Strive for URLs that accurately reflect the page’s content and are easy for users to understand.
Balance Keywords and Readability: Incorporate relevant keywords naturally within the URL, but avoid keyword stuffing that can appear clunky.
Keep it Concise: Aim for shorter URLs, but prioritize clarity over extreme brevity.
Use Hyphens for Separation: Separate words within your URL using hyphens (-) to improve readability.
Remember, search engines also consider user behavior when ranking websites. Clear URLs can lead to higher click-through rates, which can indirectly signal value and relevance to search engines.
Leverage the Power of Images for SEO and Engagement
Images are no longer just visual breaks; they’re strategic SEO tools. Here’s how to optimize your website’s imagery:
Enhance User Experience: Integrate high-quality, relevant images throughout your content to improve visual appeal, break up text, and guide readers through your content.
Optimize Image File Size: Large image files can slow your website’s loading speed. Use tools to compress images without sacrificing quality.
Prioritize Image Relevance: Don’t just stuff images for the sake of it. Ensure they directly relate to your content and enhance user understanding.
Craft Compelling Captions: Include descriptive captions with relevant keywords to improve accessibility and provide context for search engines.
Alt Text Matters: Always include alt text for your images. This provides an alternative description for users with visual impairments and is crucial for search engine image indexing.
By implementing these strategies, you’ll leverage the power of images to keep users engaged and send valuable signals to search engines about your content’s relevance and value.
Anchor Text Optimization: Focus on Relevance, Not Repetition
While including relevant keywords in your anchor text can be beneficial, Google now prioritizes natural language and user intent over keyword density. Here’s what you should focus on:
Clarity and Context: Your anchor text should clearly describe the linked page’s content and entice users to click.
Natural Language: Use phrases and sentences instead of forcefully inserting keywords.
Variety: Incorporate a mix of branded anchor text (your website name), generic terms (like “click here”), and relevant keywords throughout your website.
Avoid Keyword Stuffing: Overstuffing keywords in anchor text can appear unnatural and potentially harm your SEO.
Remember, the goal is to create a user-friendly experience while providing relevant signals to search engines.
Chapter 5:
Off-Page SEO
What is Off-Page SEO?
Off-page SEO tactics are actions you can take outside your website to help you rank better in search engine results.
Although we don’t know Google’s full algorithm, off-page SEO factors like backlinks and reviews are believed to carry up to 50% of the ranking factor weight. Algorithms and ranking factors constantly change, but currently, these are significant factors.
Guiding Principles
Do’s …
Quality vs. quantity of backlinks and citations.
Create content outside of your website and link back from YouTube.
Create citations and social profiles.
Increase your brand presence.
Publish your reviews outside your website (give a link back)
Think of all media types – books, podcasts.
Test and verify efforts.
Don’ts …
Buybacklinks from unverified websites.
Spam forum or blog comment sections.
Just follow what others are doing. Make a plan and verify quality.
What Are Backlinks?
Backlinks, also known as “inbound links,” link from one website to a page on another website. Links are like votes of credibility in the digital world. Earning high-quality backlinks from reputable websites remains a cornerstone of SEO success.
Pages with high-quality backlinks tend to rank higher in organic search engine results.
Why is Backlink Building Important for Your Real Estate Website?
First, backlinks are a significant piece of the puzzle of SEO (search engine optimization).
They go together like peanut butter and jelly. You need one to make the other better.
High-level, here are four quick reasons why it’s essential to have a good backlink building strategy:
Backlinks are how Google finds your pages.
Backlinks are a way to show Google that you have a solid reputation. Trustworthy websites rank better.
Relevant backlinks can boost your authority.
Backlinks drive more traffic to your website.
Here’s an example. When someone types “sell my house in [market city]” or “real estate agent in [market city]” into Google, you want your website to come up on the first page.
If it doesn’t, you’re missing out on much website traffic, leads, and, more importantly, deals.
93% of internet experiences start with a search engine… which includes the real estate industry. When people — your target market — seek help, they go to Google.
And if you show up on the first page, that’s good for business.
Two of the most potent factors for ranking in Google are website traffic and backlink portfolio.
In other words, the more traffic and backlinks a page on your website receives, the better that page will rank for your target keyword phrases.
Here is another example of a Carrot website. This member has 272 backlinks:
Backlinks have helped it rank to #1 for the target keyword: “we buy houses in Pittsburgh.”
Unfortunately, getting traffic and backlinks are a few of the most challenging things. So here are some effective link-building strategies:
Craft High-Value Content: The foundation of any link-building strategy is creating exceptional content that people naturally want to reference and link to. Focus on in-depth, informative pieces that address your target audience’s needs and provide unique value.
Guest Blogging on Relevant Sites: Identify high-authority websites within your niche and contact their editors with guest blogging pitches. Offer to contribute valuable content that complements their existing audience.
Broken Link Building: Find broken links on relevant websites within your niche and create content that can be a better, more up-to-date replacement. Contact the website owner and suggest your content as a replacement link.
HARO (Help A Reporter Out):HARO connects journalists with sources for their stories. Sign up as a source in your area of expertise and respond to relevant queries. If your expertise is featured in an article, you’ll often earn a valuable backlink.
Testimonials and Reviews: Build relationships with businesses you use and admire. Offer to provide testimonials or reviews in exchange for a link to your website.
Unnatural Link-Building Practices? Avoid Them: Be wary of tactics like link buying or link exchanges, as search engines penalize websites that engage in manipulative link-building schemes.
We have a built-in backlinks tool that gives you detailed information about all of your backlinks, including the source of the backlink, the authority score, what type of backlink, pertinent dates, and more.
Remember: Link building is a long-term strategy. Focus on creating high-quality content, building genuine relationships within your niche, and earning backlinks organically.
Technical SEO involves optimizing your website’s technical setup to be easily crawled, indexed and understood. It’s a vital part of any SEO strategy and should be done before you start working on other aspects of SEO, such as keyword research and link building.
7 Technical SEO Optimizations To Consider
Technical SEO is vital because your other SEO efforts will be pointless without the right tech stack.
It’s the foundation.
And here are seven essential optimizations your site needs if it’s going to rank above the competition. Learn more about technical SEO for real estate websites.
1. Page Experience
Google periodically updates its page experience signals. Core Web Vitals combined with existing search signals, including mobile-friendliness, safe browsing, HTTPS security, and intrusive interstitial guidelines.
2. Load Speed
Load speed is important for SEO because if your website is slow, people will leave before they can see your content. Search engines will rank your website lower if your site loads slowly.
You can improve your website’s load speed by optimizing your images, using a caching plugin, and minifying your scripts and CSS.
3. Responsiveness
Responsiveness is important for SEO because more and more people use their mobile devices to search the web. Over 60% of all Google searches are now done on mobile devices.
You can make your website more mobile-friendly by using a responsive design, optimizing images, and suitable font size.
4. Site Security
Site security is important for SEO because it helps protect your website from hackers. If your site is hacked, it could be entirely removed from Google’s index.
The easiest ways to secure your website are getting SSL certification and using a secure web hosting service.
5. Indexability
If search engines can’t crawl your content, you won’t have any chance of ranking. If your site isn’t indexable, you cannot rank it.
You can improve your website’s indexability by using a sitemap, optimizing your robots.txt file, and using the “no index” tag where appropriate.
6. Google Search Console
Google Search Console is a free tool that allows you to see how Google sees your website. It also allows you to submit your website to Google for indexing and gives you information about any crawl errors that Google encounters when trying to index your site.
You can use Google Search Console to improve your website’s technical SEO by fixing any crawl errors and submitting your sitemap to Google.
7. Broken Links
Broken links are bad for SEO because they prevent search engines from crawling your content. If you have a lot of them on your website, it will hurt your chances of ranking.
You can fix these by deleting them or pointing them to the correct page.
How do Carrot Sites Stack Up?
That all makes sense.
But you might wonder how Carrot’s websites stack up to these requirements.
In short, it went very well.
Because we care about your site’s performance. :)
Our sites are responsive, have record-setting load speeds (see the image below), and come with SSL certification.
We’re constantly improving our website’s tech stack to give our members better results. Try us risk-free for 30 days by clicking here!
Technical SEO may seem daunting, but it’s essential for any real estate website that wants to rank well.
Chapter 7:
Video SEO – Optimizing YouTube for Real Estate
What is Video SEO?
Video SEO is… well, search engine optimization for your YouTube videos rather than written content or images.
But how do you optimize your video content, especially considering that search engine bots can’t watch your video to learn what it’s about (they can only read text)?
Why should you care about video SEO for your real estate website?
Why Should You Incorporate YouTube Videos into the Marketing Mix?
Usually, search engine optimization involves writing articles on your website’s blog that target specific keyword phrases or adjusting your homepage copy to target a specific keyword phrase.
And that illustrates the first benefit of video SEO — it takes much less time than written content.
Would you rather spend several hours trying to write the perfect blog article or record a 10-minute video on your phone? Yeah, it’s way easier.
But video SEO isn’t just more manageable. In some regards, it’s also more exciting and attractive to your target market. Consider that:
54% of consumers want more video content from the brands they love.
88% of video marketers are satisfied with their ROI on social media.
76% of marketers say that video helped them improve website traffic.
80% of marketers say that video has increased people’s time on their websites.
People love videos. It allows them to connect with your brand in a way that written content doesn’t and is easy to consume.
With video SEO, you can consistently drive traffic to your website, generate leads, do more deals, and build a more authentic relationship with your target market.
How To Optimize Your Real Estate YouTube Videos
1. Use Video Transcription
As we’ve discussed, search engine crawlers (the robots that search engines use to determine what content is about) can’t read videos.
It means that if you record and post a video without a title, description, or transcription, that video isn’t going to rank (it might not even get indexed) because there are no words for the robots to read.
That’s why transcription is an absolute must — without it, your videos have a much lower chance of ranking. With it, Google can read the words, attribute them to the video, and rank that page and/or video for your target keyword phrase.
The only problem is that you don’t want to spend several hours writing a transcription for each of your videos…
That’s why, at Carrot, we created VideoPost, which allows Carrot members to upload a video and then create a transcription with the click of a button. Here’s what that looks like…
Action Item: Add a transcription below your videos. You can do this by becoming a Carrot member and using VideoPost.
2. Create an Engaging Thumbnail
Thumbnails are one of the most important elements for getting more clicks and engagement (which, in turn, means better rankings — the more people click, the more that Google wants to show your content).
The thumbnail is the image that shows before the video is played.
When people see it, it helps them determine whether they’ll watch your video. If your thumbnail is attractive and enticing, more people will click — and when more people click, Google increases your rankings.
Here are a few examples of great video thumbnails…
Real estate expert, Max Maxwell, is particularly good at publishing eye-catching thumbnails.
Action Item: Spend a little more time on your video thumbnails. Ask yourself, “What will catch my target market’s attention and make clicking irresistible?”
3. Pay Special Attention To Your Video Title
As with all content — blog posts, podcasts, and videos — the title matters twice as much as everything else.
People might look at your thumbnail because it’s visual and exciting, but they’ll look at your title next to determine what your video is about and, more importantly, if it interests them.
So, develop a title to entice your target market to click and watch. Remember, the more engagement your video gets, the better it will rank.
Here are a few practical tips for writing enticing headlines
Be specific.
Ex: 10 Tips For Selling Your House During Probate
Focus on attracting your target market.
Ex: How to Sell Your House in Just 2 Weeks!
Don’t be afraid of a bit of controversy.
Ex:Why You Should Skip The Real Estate Agent
Create urgency.
Ex: Watch THIS Before Choosing a Real Estate Agent!
Offer a certain number of tips, tactics, or strategies.
Ex: 10 Hacks For Getting Top-Dollar On Your Home
Action Item: Create an irresistible headline using the tips above. When more people watch your video, your rankings increase.
4. Optimize Your Video’s Description
Your video description is one of the primary places that search engine bots look when determining what your video is about, so make sure to include your target keyword phrase a couple of times.
If you created a video titled “Sell My House Fast Pittsburgh PA,” you might have a video description that looks like this (notice that I include the target keyword phrase near the beginning of the description.
“Wondering “how to sell my house fast for cash?” We are local HOME BUYERS with cash in Pittsburgh.”
Action Item: Include your target keyword phrase within your video description at least once and no more than twice.
5. Optimize Alt Text On Images
When you transcribe your video into a long-form blog post, you might want to space that content with images or screenshots from your video.
We do this in a lot of our whiteboard video posts!
Action Item: Add alt text to your images and use your target keyword phrase within that alt-text when possible!
Chapter 8:
SEO Keyword Tracking Tools: Optimize Your Real Estate Website Rankings
There’s no point in producing content and hoping that it works. You need data to give you feedback and help you improve over time.
You can make more educated decisions about your SEO campaign by tracking your keywords and making strategic changes to your content based on the data you receive from keyword ranking tools.
Carrot Member Keyword Rank Tracker Dashboard
What is Rank Tracking?
Keyword trackers check the rank positions of your content in Google’s SERPs. These keywords include the following types:
Keywords that are used on your website.
Other keyword terms you haven’t optimized.
Keywords that your competition ranks for.
Keyword tracking is about analyzing the organic positions of keywords over time. It’s based on current rankings and historical data so that you can analyze your organic traffic’s progress and impact.
The Importance of Tracking Your Keyword Rankings
Keyword tracking is an essential part of the real estate SEO workflow. Tracking will give you information to take actionable steps to improve your website traffic and increase lead generation. Keyword rankings remain one of the most important KPIs in SEO.
But don’t focus only on the positions. You must understand how the keyword positions influence your overall organic traffic potential. Not all keywords have the same traffic volume. It’s a good idea to include long-tail keywords and try to rank for more competitive terms.
You can also find “low hanging fruit”:
Keywords ranking on page two
Competition keywords
Keywords ranking 4-10
Look to see if you’re ranking on page two for any keywords. Then, add some content, internal linking, and optimize the existing content to boost page one.
Also, track your competition. Keep an eye on the keywords your competition is using when you’re tracking keywords. Stay ahead of them by producing strong content that sets yours apart from theirs.
Your keyword ranking answers will lie using some of the tools mentioned below. They can make keyword tracking dead simple.
So here are four SEO keyword ranking tools you will want to use.
Tools to Check Your Keyword Rankings
1) SEMrush (Limited Free Plan. Paid for Full Service)
SEMRush calls its keyword tracking “Position Tracking.” Their tool allows you to track your website’s ranking for target keywords in Google’s top 100 organic and paid results. You can receive daily updated data showing how your optimization efforts help your keyword rankings progress over time.
You can also track your competitors’ keyword rankings using a side-by-side comparison of your rankings versus others and highlighting the keywords you need to focus on.
Ahrefs is more than just a keyword ranking tool. But, if that’s all you need, its keyword rank checker tool allows you to see your keyword rankings and any website of your competitors. They also break down desktop and mobile rankings for your target keywords.
If you’re looking for a “simple” way to track your real estate keyword rankings, SmallSEOTools rank checker might be for you. As you can see from the image above, you can check your rankings based on the keywords of your choice. You can toggle between desktop, tablet, and mobile devices and download your rankings in spreadsheet format.
Imagine that you’re writing content every week, publishing it, and optimizing it to rank for some seriously high-value keyword phrases.
Then imagine you start seeing organic traffic to your website — Woo-hoo!
But imagine that you don’t know where that traffic is coming from because you cannot track your rankings. You don’t know which pages are ranking or what phrases they’re ranking for, and because of that, you can’t replicate your results.
It would be self-defeating, huh?
That’s why we created the SEO keyword ranking tracker at Carrot. All you have to do is enter the keyword phrases you’re trying to rank for, and we’ll automatically track your results for you; check your dashboard when you’re wondering how your SEO for real estate efforts are paying off.
Keyword Tracking Best Practices
To get the most out of keyword rankings, you must understand that ranking #1 for each keyword should not be your only priority.
If you obsessively track your keyword rankings, you’ll lose time that can be invested in actually improving your positions.
Keyword tracking aims to check the overall progress of keyword positions and their impact on your organic traffic.
Sometimes, your keywords ranking in the highest positions will bring less quality organic traffic than the other five keywords for which the website ranks towards the middle of the first page. Conversely, a drop in one of your most important keywords can be more critical than a significant increase in other keywords.
To know this, you must keep records of your changes and picture the potential traffic. Using one of the tools above allows you to keep clear records. Or, create your spreadsheet and keep track of your movements.
Chapter 9:
High-Level SEO Strategy for Real Estate Websites
You’ve made it this far, so let’s recap. But before we dive in… Here’s a quick example of the results you can achieve by having a solid SEO for a real estate strategy…
This Carrot member has followed the plan.
They’ve risen through the SEO ranking and now rank #2 (at times #1) for two competitive search terms
And therefore, they have 1000’s organic leads in their Carrot dashboard
When SEO is taken seriously, you can see that you can be successful with a good plan!
1. Choose a Website Builder That’ll Get The Tech Stack Right
The first thing you need is a real estate website builder that isn’t going to sabotage your SEO efforts down the road. If you use a website builder (or website hosting, for that matter) that has slow load times, a clunky experience, or isn’t mobile-friendly, that choice can hurt your rankings.
Regardless of how hard you work to rank for keyword phrases, you need a website that supports you.
These are important for Google, which means they are important for your SEO rankings.
Our websites are fast. In a study of 150,000 websites, Carrot’s tech stack outperformed Wix, Squarespace, WordPress, plus many others. Only Google’s platform beat us.
The website builder you choose must be ready to support your SEO efforts with speed, mobile-friendliness, and a clean user experience. Otherwise, you’ll be fighting an uphill battle.
2. Optimize For Conversions
What is the point of getting people to visit your website if you don’t generate any or very few leads?
That’s why, before diving too far into optimizing your website to rank for traffic-driving keyword phrases, you should make sure that your website will convert at least 5% of visitors into leads and ideally 10% or more.
But how do you know if your website converts as many leads as possible?
The long way around is creating a website, driving paid traffic, and tracking conversions. Are you getting at least 10% of people to give you their contact information?
Or (the easier method) is to get yourself a Carrot site that’s pre-tested and proven to convert higher than any other website template in the industry.
We’ve got your back with support and free content whenever you need it, and you’re guaranteed to start with a site that converts.
3. Create a Google Business Profile
Local real estate SEO is much easier to tackle than nationwide SEO.
At Carrot, for example, we must compete for really saturated keyword phrases like “real estate website builder” or “how to build a real estate website.”
Lots of software companies around the nation are trying to rank for those keywords, which makes our job even harder.
(But that’s okay — we’re up for it)
The good news is that unless you’re managing a nationwide real estate business (which you’re probably not), you don’t have to compete for those crazy keywords.
The keywords you want to compete for will be localized to your specific city or state.
Do you know the easiest and fastest way to jump to the top of the SERP for phrases like “home buyers in ” in your market?
This is free and will allow your business to be listed and found under highly relevant search phrases.
Here’s what that looks like in action…
That’s a lot of visibility!
But how do you snag a top spot with your Google Business account like that? Here are some best practices to keep in mind.
Complete Every Section
Some sections that Google wants you to fill out when listing your business might not feel important or relevant, but filling out as many as possible is essential.
Google will treat your listing better if you’re thorough.
So make sure you fill out the following:
Name
Address
Phone
Website
Hours
Category and Attributes
Products and services
From the business
Questions and answers (Owner-generated queries)
And keep these as updated and current as possible:
Posts
Reviews
Questions and answers (Consumer-generated)
Be Consistent
To ensure your business listing is legit, Google will crawl other websites to see if your information is consistent across all sources.
So make sure your name, address, phone number, and other information are identical across all the websites where your business is listed.
Optimize the “From The Business” Section
In the “From The Business” section of your Google Business listing, take the time to talk about your business and what it does.
Sell your business to readers. Use all 750 characters, repurpose some content from your About page, and use keywords your audience will use when searching in Google.
Collect Reviews
The more positive reviews you have on Google, the higher that Google will rank you.
So collect Google reviews whenever possible from friends and family, past clients, and happy clients you’re currently working with.
4. Choose 3-5 Keyword High-Value Keywords
Once you’ve got a site with an SEO-friendly tech stack and a high conversion rate, it’s time to get to work.
But don’t overwhelm yourself — start with just 3-5 keywords or phrases that are high value. If you operate in multiple markets, you could target the phrase, “Sell my house fast in [MARKET CITY],” and create a separate page for each market where you operate.
If you operate in one market, then definitely still create a page that’s gunning for “Sell my house fast in [MARKET CITY],” but you might also try to target phrases like “How to sell my house for cash in [MARKET CITY].”
If you’re a real estate agent, then consider targeting phrases like “Best real estate agent in [MARKET CITY]” or “Real estate agents in [MARKET CITY].”
Don’t choose more than 5 keywords for now, though, because you’ll have to create content for each search phrase, and you want to start simple. This is your SEO foundation.
5. Create Optimized Content For Each Of Your Chosen Keywords
It’s time to create a separate page or content for each keyword phrase you’ve chosen.
Include your target keyword phrase within your page’s title, meta description, and URL slug. You can use the Carrot’s on-page SEO analysis tool to determine whether you’ve optimized the page.
This will be the most time-consuming part of the process, but this is where the magic happens, so make sure you check off as many of the SEO to-dos as possible.
6. Monitor the Results
Once you’ve created pages for your target keyword phrases, monitoring your results is critical.
But how do you do that?
The easiest way is to sign up for our SEO and Content Tools, which will provide you with a high-converting website and the ability to track your choice of keyword phrases (plus tons of other goodies).
Just go to your dashboard, click “Rankings” on the left side of the page, and add a new keyword. We’ll automatically provide you with any updates in your website’s rankings regarding that keyword phrase.
Easy as pie.
7. Build Links If Necessary
Unless you KNOW that the keywords you’re targeting are highly competitive and you won’t be able to rank without link-building, I will wait to see how each new page performs before spending time or money to earn backlinks.
Give your new pages at least a month before building links to see where each lands in the SERP.
Are you on Page 1 already? Great! Then there’s probably no need to build backlinks (unless you want to crawl further up the page). Are you on Pages 2, 3, or 4 after a month? Then, you might want to consider building some backlinks to the page.
8. Rinse and Repeat
There’s your high-level plan!
Ultimately, the goal is to find high-value keywords, create pages or content for each phrase, watch results, and then make changes as necessary.
But remember, time is one of the most significant factors. The more time a page exists, the better its chance of ranking in Google. So be patient and give each new page at least a month to see where it settles before spending more time and money to re-work or re-optimize it.
As you invest in SEO, you’ll learn what works, what doesn’t, and what keyword phrases are the most valuable for your business.
What To Do If You’re Not Ranking Like You Thought You Would
You do the work but still can’t reach page 1, where all the traffic happens. What gives?
Here are some questions worth asking (and the actions you should take) if you’re not getting results.
Is your tech stack optimized? Typically, this means having a site that loads within 3 seconds or less and having a website with clean code. All Carrot sites are automatically optimized to rank.
Are the keywords too competitive? If your website is brand new and you’re trying to rank for high-competition keywords, you will struggle to get results. Try to focus on long-tail keyword phrases to begin with. The less competitive, the faster you will see results.
Is your content the best it could be? Are there any questions you don’t address that other page 1 results do? Is your content longer or shorter than the page 1 results? How can you make the content more helpful and unique and make Google want to rank it higher?
What other actions could you take to rank the page? If everything else is done excellently, but you’re still not getting rankings, chances are you need to earn some backlinks.
Now you know the high-level SEO for real estate process for ranking your website from A to Z. Get your website’s technical SEO dialed, choose keywords, create content, monitor results, and adapt as needed.
Then give it time!
Want To Build a Bigger, More Sustainable Real Estate Business?
You got into the real estate business so you wouldn’t have to work for “the man,” so you could work where you want, when you want, and spend more time doing the things that matter.
Building a successful long-term business without consistent and predictable lead flow and income is almost impossible. You must know you will make monthly money to support yourself and your family. You need to count on your business, not just hope that deals or transactions come in.
Real estate SEO is your ticket to building a more significant, sustainable business.
Feeling overwhelmed? Let Carrot handle your SEO for you!
Carrot offers agency-style SEO services that set you up for success following the foundations laid out in this guide, then keeps you optimized month-to-month with additional improvements.
Hey guys and gals. This is Trevor from Carrot, and I’ve got a video coming at you that’s going to walk you through as an agent or an investor, how to embrace something that we call the hybrid real estate strategy.
Now you’ve probably been seeing in the market a lot of things happening in the last two to three years. Around 2017 here at Carrot, we were starting to talk about the hybrid strategy that will become increasingly popular, where a house seller works with a person who is both an agent and an investor.
Now, many of you watching this might be just an agent serving people through the MLS and mainly working with sellers who are motivated to sell retail and get top dollar. Many of you might be watching this video, who are wholesalers or house flippers who are used to buying properties and acquiring properties at a discount.
Now, one of the things we saw in 2015, 2016, and 2017 was that many real estate agents weren’t collaborating with investors. Many investors complained that they couldn’t find investor-friendly agents, and the times have changed.
We’ve started to see laws being enacted around the country where it makes wholesaling harder to work. We’ve started to see iBuyers and big tech giants coming in to start to disrupt parts of the market. And with that disruption, with those law changes, what’s happening is there’s a concentration in the middle.
There’s a concentration in the middle of the market where sellers are demanding an easier way to sell their house.
So for real estate agents who are only working with people who are motivated to sell retail where the houses are in show-ready condition, they don’t need any repairs, or where the person can wait multiple months in order to get top dollar…
If you’re one of those real estate agents who wonder,
“Why would someone ever want to sell a house for below what it’s worth, below what they could sell on the MLS to an investor when they can just list it on MLS and get top dollar?”
Well, I’m going to be walking you through why an increasing amount of sellers are choosing to work with a direct house buyer, an iBuyer, or a local mom-and-pop investor like we work with here at Carrot a lot.
And on the investor side of things, you might be looking at it going,
“Why would I ever want to get my real estate license?”
We hear that all the time and I’m going to walk you through why you really need to be seriously looking at either getting your real estate license or collaborating with one of the millions of real estate agents around the country to help you serve more of your sellers.
I want to drill this in right now: YES, there are massive side benefits to moving forward with a hybrid real estate strategy as an investor and an agent or an agent and an investor.
But the main reason to do hybrid isn’t just to put money in your pocket. There’s a massive upside to it as I’m going to walk you through exactly how to do it.
The main reason to do it is actually to serve your sellers better because you can imagine that if a seller reaches out to somebody, they want to sell their home.
If I were to survey 100 house sellers, 99 and a half of them would say that they would much rather sell their house quickly for cash, not have to wait for a buyer to find financing, not have to have open houses, not have to have a bunch of people go through their home for a fair price that they agree within a matter of days or weeks.
99 out of 100 would say that they would much rather do that than list it on the market and all that goes through that process.
Now, why do 85% of homes sell on the market with real estate agents through the traditional routes?
It’s because that’s the way that most people know to do. And what people do is they follow the path of what they know best.
But with iBuyers coming into the market, what we’re finding is it’s actually making iBuying or directly selling your home more mainstream to the average home seller.
If we think about Tesla. Tesla came along, before that electric cars were not popular. People didn’t want to drive electric cars, but what happened is Tesla came in and they made an amazing experience for the user.
They actually solved the problems and provided a better experience, and then they also went out there and grew the electric car market. So Tesla came along and raised the entire market, made the electric car market bigger than it ever was.
That’s what’s happening with iBuyers.
iBuyers are coming in and they’re going to be getting deals that real estate agents normally would have gotten.
They’re also going to be getting deals that real estate investors normally would have gotten.
They’re going to be growing the overall pie for people who want to sell their home directly to an end buyer or to an investor versus listing on the market.
So what does this mean for you as a real estate agent?
Well, there’s a lot of competition right now in the market. And so you need to find ways to differentiate your offering.
So if you’re showing up to every single house seller appointment, when you’re offering them one option, which is,
“I can list your home and here’s my fee, take it or leave it,”
How many of those home sellers are you likely losing because you’re not actually solving their problem the way that they want it to be solved?
If you’re a real estate investor and you show up to that house and you say,
“Hey, here’s my offer. It’s a discount offer. Take it or leave it,”
How many of them are actually perfect people who would rather list on the market and take full retail?
How many of you guys, real estate investors or real estate agents, are completely ignoring the other side of the market?
Where you’re trying to paint everything into your pretty little box of, it’s got to look this way to list on the market or you’re painting it in your pretty little box where it’s got to look this way if I’m going to buy it at a discount.
I’m challenging all of you to become a hybrid in the next real estate cycle or heavily collaborate with the other side because if you don’t, you’re going to be struggling big time.
What Is Hybrid Real Estate?
Hybrid is essentially a seller strategy, not a buyer strategy.
And that’s something a lot of people have confusion about. Do I make one website? Do I make two websites, one just for retail and one just for wholesale?
I’m going to walk through exactly what you do with your websites and exactly how to deal with that and what to do with your offers to your sellers and how you serve them best, whether you’re an agent or an investor.
Hybrid real estate is a seller option where you’re serving sellers up with multiple different offers.
It’s a cash offer. Hey, if you’re looking for speed and convenience and are willing to take a little bit of a shave in equity, here’s this.
If they want top dollar, here’s what we can list it for them in the market.
That’s all that it is.
It’s going in there and saying,
“We can help you no matter what your situation,”
Versus we can only help you if you fit in this box.
So the traditional approach like I’m showing below.
You’ve got a motivated seller right in the middle. And that seller traditionally is going to go reach out to a real estate agent because everybody knows 5, 10, 15 real estate agents, but very few people personally know a real estate investor.
But now we have these iBuyers coming in that are making that more popular.
So they’re hearing of “Opendoor”, they’re hearing of Zillow buying homes, “Offerpad”, and the mom and pop home buyers that we work with that have been around for 30 or 40 years.
iBuying is not new. It’s just a fancy phrase that the tech industry placed on their well-funded competition.
So most people would go reach out to a real estate agent.
And if they’re:
Looking to get top dollar,
Willing to wait multiple months,
Don’t mind people coming through the property; you’re having open houses or all that goes with that,
Okay with paying the fee that goes to the real estate agent,
Then they’re going to go that route.
That’s where the majority of people are going to go. Probably 80% of sellers are going to go that route.
Now, if you’re a seller and you are:
Looking for speed,
Looking for convenience,
You don’t want to list it on the market,
You don’t want to have open houses,
You don’t want to have people coming through your property,
You don’t have the time because you’re relocating,
Or, you just inherited a house from your uncle and you don’t want to deal with all the hassles of fixing up that property in a way that’s going to make it so it can be sold. Or, you don’t have the emotional investment in the property because you inherited it and you just want to get it done with because there are so many reasons why someone wouldn’t want to sell for a cash offer.
So on the traditional side of things, a real estate agent is going to put the house on the MLS. They’re going to try to get top dollar for that property. They’re usually nicer houses that are show ready.
Sometimes it will be the fixer-uppers, but usually, it’s nicer houses. About 80% of sellers are going to go this way, which means you as an agent are probably throwing away 20% of your leads which could be some of your most profitable deals of the entire year, and you’re now not serving those sellers.
You’re throwing them back out to the streets, back out to the wolves to try to find their solution when you could actually serve them.
Now, as an investor, you’re going to take it and buy it off-market, you’re going to then fix it up and sell it on the market to somebody.
So real estate agents, investors are your friends because if you work with them tightly, you’re going to then find out that when they fix up a property, they’re going to be listing on the market to sell retail.
So this process is not cutting agents out at all. It’s actually raising the values of the homes that you’re going to be able to sell and then giving you more inventory of great homes to sell on the market versus all these homes that need fixing up.
That is where the real estate investor plays a massive role in that. And a lot of agents don’t grasp that and you really need to in this next cycle.
The investor is going to offer them speed and convenience.
Let me tell you an analogy.
I’ll hear a lot of real estate agents saying,
“Why would someone ever sell at a discount when they can sell on the market and get $40,000 more, $20,000 more?”
Well, let me throw this at you.
When was the last time you went and bought a car at the car dealership and that car dealer sat in front of you and said,
“Do you have a car to trade in?”
And almost all of us always say, yes, I want to trade it in. And we know when we’re selling them that car, we’re selling it at a discount.
We know when we’re selling them that car, that we could go over to Craigslist and we could sell it for more money if we’re willing to list it on there, if we’re willing to do whatever repairs are needed so the person is going to take it and they’re not going to come back on you liability-wise, to answer the phone calls, to let people drive it, to do all the paperwork that’s involved with it.
We choose to not do that and we choose to trade the vehicle in because of speed and convenience even though we know that we could sell it for more.
So it’s the exact same thing for a house seller.
The real estate investor is going to offer them a fair price. A seller won’t agree to a price they don’t feel is fair. Now it might be below what they could get on the market, but they’re agreeing to a price that they feel is fair in exchange for the speed and convenience and the service.
20% of these are those types of sellers, which means, real estate investors, you’re throwing 80% of your leads away right now if you’re not a hybrid or if you’re not working heavily with a real estate agent.
Real estate agents, listen to that. If you want more sellers if you want more listings, one of the best sources for listings is to work with a real estate investor or become a hybrid agent investor because 80% of those motivated sellers come through your Facebook Ads, through Google search, and through Carrot.
80% of those actually want to sell retail. And so that’s one of the most underserved lead sources the agents completely ignore and you guys should be going after and we can help you.
The last part of it here is investors tend to profit two to four or two to five times higher profits per deal on those deals than a real estate agent would gain for commission.
One of our Carrot members, Anthony Beckham, we were chatting not too long ago. He’s actually here locally in Roseburg. He is a hybrid agent/investor. He always talks that his average profit per deal as an investor is around $20,000 to $30,000. His average agent commission is around the $7000 to $12,000 range.
Add those numbers up! Would you love to be able to do fewer deals, and fewer transactions, help more sellers, and actually earn greater revenue while providing an amazing community service?
Hopefully, the answer is yes.
The Hybrid Real Estate Agent First Strategy
On the other side, you have the hybrid. The hybrid is the one who is both an agent and an investor as I said. The cool thing is you’re offering your seller more options. You’re offering them a better experience. You’re solving their problem rather than throwing them back on the streets to solve their problem.
You’re going to be increasing your revenue as a hybrid 30 to 50%, sometimes more, just by taking those same leads you already have and dealing with them in a different way.
We’re not talking about getting more leads. We’re talking about using the leads you’ve already gotten, better, or adding on a lead source like Carrot to make it great: higher ROI and competitive advantage.
How do you do hybrid now using Carrot or just in general in your business?
Well, there are three different ways to do hybrid and it really depends on what your strategy is, whether you’re an agent first or an investor first.
I’m going to start with agent first.
Once again, I want to emphasize that hybrid is a motivated seller strategy.
It is not a buyer strategy.
Buyers for retail are not going to be buyers for an investment property or wholesale usually. Sometimes they will be, but not usually.
Sellers who want to sell retail do become buyers for retail, but sellers who want to sell wholesale don’t automatically become buyers who want to buy retail also.
So what we’re saying is this is straight-up a motivated seller strategy. That’s what hybrid is.
And so if you’re an agent first, and what I mean by that is you’re known as an agent in the local market. People know you as an agent, you market yourself as an agent, you have your main website that’s an agent, you are an agent, but you also invest on the side.
Now, you’re going to need to have your retail agent website. You’re going to have IDX attached to that. It’s going to be mainly for buyer leads, but you’re also going to get seller leads through that. It’s going to be for credibility.
But you’re going to want a separate website that’s just 100% geared towards a highly motivated house seller. Trying to mash the two together in one website doesn’t work well because you’re not speaking that motivated house seller’s language.
This hybrid-motivated house seller website focuses explicitly on the language that a house seller would want to hear so you can solve their problem. But the difference with the hybrid site versus our standard motivated house seller websites here at Carrot is they’re going to show multiple options to sell.
Now we have a hybrid template that you can activate in the Carrot system that shows this, or you can use this training and execute that and build it out on your website solo.
But, on the hybrid site, you’re going to show,
“Hey, we can do a cash offer or we can sell it enlisted at top dollar.”
You’re going to show them case studies, explain how you do it, and give testimonials from people who have done both.
You’re going to be driving traffic to this from SEO. It’s an amazing spot for motivated house sellers. Google Ads is actually one of the best spots for house sellers. Facebook ads also work. We usually start with Google Ads, build up credibility on that, get your reviews on there, and show that you can buy or list it for top dollar.
The Hybrid Real Estate Investor First Strategy
Now let’s say you’re an investor first, but you have your license, but you’re not an agent in the market, and you’re not looking for buyer leads per se. You’re not looking for retail buyers.
Well, you don’t need a retail website, then. You don’t need that website with the IDX. You don’t need that website that shows that you’ve got a brokerage or real estate agent, a real estate agency.
If you are known as an investor, but you just have your license so you can commission share with other agents or something like that, what you need is a hybrid motivated seller website that I talked about earlier.
Whatever other types of websites with Carrot, cash buyers, rent to own, your land, whatever the types of investing or leads you’re looking for, but you don’t need the retail site with the IDX if you’re not looking for retail buyers.
Let’s say you’re an investor first, but you work with retail buyers.
We have a member, Raul Bolufe, that we were talking to on the CarrotCast recently… he is this person. He’s an investor first. He partnered with a broker so that another person’s the broker of record in his state.
And what they do is they take their motivated seller leads and the ones that don’t want the discount cash offer, but want retail, they then partner with them and they list that through their brokerage, and then they do collect those buyer leads.
So you do, in that case, need a retail website. Their primary business is driven through their investing side, through their motivated house seller marketing. Still, their retail side is where they collect those buyers so they can sell their house flips quicker and also, so they can capture more of those commissions and add 30 to 50% extra revenue in their business with no extra marketing at all.
So you have option number one we discussed, which is selling your house for cash. That is exactly what iBuyers are doing and they’re even now starting to say that they’ll list the home and compete directly with real estate agents or sometimes they’re collaborating with agents, but that’s option one.
If that option doesn’t work for people, you as a hybrid should always suggest that the seller does exactly what’s going to help them the most.
Most of the time, you’re going to suggest to the seller,
“Hey, you should really take this offer over here. You should really list it on the market because you’re going to get X price more for that, but if you are looking for speed and convenience, they’re willing to give up a little bit of your equity in exchange for that. Here’s the cash offer that we can make for you.”
Option #2 – List for Top Dollar
Number two is listing on the market, like I said, for top dollar.
Option #3 – Fix and List
Number three is what we call the fixing list. And the fixing list is kind of a hybrid of the two.
The fixing list is saying…
“Hey, Mr. and Mrs. Seller, you have a great house. If we were to list it on the market, it probably would sell pretty quick for about $300,000, but if we were to invest about $50,000 or $25,000 into fixing up the kitchen, this bathroom, putting new carpet in, I think it’s pretty quickly going to sell for 375,000 on the market where it is. So Mr. and Mrs. seller, what if we provide our money to do the full rehab?
We’ll bring in our construction crew. I’ll show you some good examples of the great work that we’ve done. We will do the work. We’ll put in our money to do that $25,000 of fix-up, and then we’ll list it on the market for you, and then over the price of the $325,000, we split that money. I get my $25,000 back right away since I put that money in to fix it, you pay me my commission on the first $300,000 and then we split the profits right down the middle on the extra.”
So you, as an investor/agent hybrid, you will earn the commission on the $300,000. You will earn the extra $25,000 in profit because you split that $50,000 in profit. And now that your seller, rather than selling for $300,000, all the other agents are offering that they can sell it on the market, you sold it at $375,000.
You took your money back. You took your profit back, and they got an extra $25,000 in their pocket, and the end buyer has an amazing, beautiful house.
Now, if you’re a real estate agent or a hybrid investor/agent who offers that service, can you tell me that you would not be winning in your market big time because every seller would want to work with you?
The answer is you would 100% be winning.
How Much Money Are You Leaving on the Table?
So, I want to ask you this: As a real estate agent and investor, how much money are you leaving on the table right now? How many sellers are you underserving and throwing back to the market or not putting enough money in their pockets because you don’t know how to serve them well with the hybrid real estate strategy?
How many leads are you giving up as an investor or an agent because you’re trying to fit everything in that pretty little box for the MLS or the investor side? Are you completely ignoring the other side of the market that’s going to keep growing and growing and growing as the iBuyers penetrate the market more?
You have to make the shift as an agent. You have to make the shift as an investor, and we’re here to help you guys and gals do that.
We have amazing websites for real estate agents, amazing websites for real estate investors. We help you attract the most motivated house sellers and buyers, and tenants. And we help you do that through evergreen marketing with our inbound marketing system.
And we want to help you increase your ROI, leverage more of your leads into deals, grow your business without growing your activity, and serve more sellers, launch a hybrid site here on Carrot.
Post what you’re doing right now in the comments section below.
We’d love to collaborate, answer your questions, and help you increase your deal volume with the hybrid approach!
Competition in the real estate market will always be fierce. But what if you could attract a steady stream of qualified leads without the constant hustle? The answer lies in local SEO for real estate.
Real Estate SEO Bible: The Ultimate SEO Keywords Guide
Imagine this: a potential seller in your market searches for an investor specializing in fixer-upper properties. Through the power of local SEO, your website appears at the top of their search results, showcasing your expertise in local market trends and flipping potential. This is the magic of a well-optimized local SEO for real estate strategy – attracting motivated sellers and generating deals on autopilot.
This guide is designed for real estate investors like you. By following our 7 simple tips to master local SEO for real estate, you’ll be well on your way to ranking higher in local search results, attracting high-quality leads, and ultimately skyrocketing your real estate business.
The Power of Local SEO for Real Estate Investors: Attract Local Leads & Dominate Your Market
Local SEO focuses on optimizing your online presence to rank higher in search results for local searches related to real estate investing in your target market. With a strong local SEO strategy, your website could be the first they see, positioning you as the go-to expert.
The benefits of local SEO for real estate investors are undeniable:
Attract a Steady Stream of Local Leads: By ranking higher for relevant searches, you’ll naturally attract motivated sellers in your area, saving you time and resources on lead generation.
Target High-Quality Leads: Local SEO prioritizes location, ensuring you connect with sellers searching for someone to buy their house quickly.
Boost Brand Awareness and Credibility: High local search rankings project an image of authority and expertise, making you the trusted choice for local sellers.
Cost-Effective Marketing Strategy: Compared to traditional advertising, local SEO offers a long-term, sustainable approach to lead generation without breaking the bank. This is what we call Evergreen Marketing.
By mastering local SEO for real estate, you’re not just optimizing your website – you’re setting yourself up as a dominant player in your local market, attracting a constant flow of qualified leads ready to do business.
7 Simple Tips to Master Local SEO for Real Estate and Skyrocket Your Lead Generation
Now that you understand the power of local SEO for real estate let’s dive into practical steps to implement it. Here are 7 easy-to-follow tips for mastering local SEO for real estate and attracting qualified leads in your target market:
Tip 1: Claim and Optimize Your Google My Business Profile
Think of your Google My Business (GMB) profile as your online storefront for local searches. Claiming and optimizing your GMB profile is crucial for local SEO for real estate. Here’s what to do:
Claim your GMB profile: Search for “Google My Business” and follow the steps to claim your business listing.
Optimize your profile: Fill out all information accurately, including your business address, phone number, website URL, and service categories relevant to real estate investors (e.g., “cash home buyer,” “ real estate investor”).
Add high-quality photos: Showcase your professionalism with clear images of yourself, your team (if applicable), and properties you’ve invested in.
Encourage customer reviews: Positive reviews build trust and improve your local search ranking. Provide exceptional service and politely request satisfied clients to leave a review on your GMB profile.
Tip 2: Target Relevant Local Keywords
The key to attracting local leads lies in using the right SEO keywords. Conduct keyword research to identify search terms potential sellers in your area use. Here’s the trick:
Focus on local intent: Instead of just “real estate investor,” target long-tail keywords with location qualifiers, like “ cash home buyer” or “ investor for distressed properties.”
Use keyword research tools: Free and paid tools like Carrot’s SEO Keyword Bible or SEMrush can help you uncover high-volume, low-competition keywords relevant to your target market. You can use our Keyword Explorer Tool if you are a Carrot member.
Tip 3: Create High-Quality, Local Content
Content is king, and local SEO is no exception. Establish yourself as a local expert by creating informative content that caters to your target audience’s needs. Here are some ideas:
Blog posts: Create informative blog posts on topics like “ real estate market trends,” “ home buying guide for sellers,” or “[type of property] investment strategies in .” Here are 101 blog post topics to get you started.
Local case studies: Showcase your expertise by sharing success stories of past deals you’ve closed.
Local real estate guides: Create downloadable guides offering valuable insights into the local market, attracting leads, and establishing your authority.
Tip 4: Build Local Citations
Citations are essentially online mentions of your business name, address, and phone number (NAP) across various directories and websites. Building strong local citations is a key element of local SEO for real estate. Here’s how to get started:
Claim listings on local directories: Search for relevant online directories in your city/region and claim your business listings, ensuring your NAP information is consistent across all platforms.
Partner with local businesses: Network with other local businesses and explore opportunities for guest blogging or backlinks on their websites.
Industry associations: Join relevant real estate investor associations and get listed on their online directories.
Tip 5: Encourage Positive Online Reviews
Positive online reviews are gold for local SEO for real estate. They build trust with potential sellers and signal expertise to search engines. Here are some ways to encourage reviews:
Provide exceptional service: Happy clients are more likely to leave positive reviews.
Request reviews politely: After a successful transaction, ask your client to leave a review on Google My Business and other platforms. Provide direct links to make it easy for them.
Respond to all reviews: Thank happy customers for their positive feedback and address any negative reviews professionally.
Tip 6: Engage with Local Online Communities
Don’t underestimate the power of local online communities. Actively participating in relevant online forums, Facebook groups, and platforms like Nextdoor can boost brand awareness and establish you as a local expert. Here’s how:
Join local real estate investor groups: Share your knowledge, answer questions, and build relationships with other investors and potential clients in your area.
Engage in discussions: Provide valuable insights on local market trends and demonstrate your expertise in a casual setting.
Offer free consultations: Showcase your expertise by offering free consultations to potential sellers through online communities, building trust and generating leads.
Tip 7: Track Your Results and Adapt
Local SEO for real estate is an ongoing process. It’s crucial to monitor your progress and adapt your strategy accordingly. Here’s what to track:
Get Started Now To Master Local SEO On Your Real Estate Investing Website
As an investor working within today’s web environment, your best strategy to gain the attention of prospective clients in your market is to use local SEO.
The Carrot platform is built to make it crazy easy to leverage local SEO and outrank your competition. So, take a demo of Carrot and see if it’s a fit.
You can’t complain about leads not coming in if you’re not doing video. You have to get out there, get out from underneath that fear, and conquer it.
– Josh Culler
7 Quick Video Marketing Hacks + Free List of 19 Content Ideas for Investors w/ Josh Culler
Josh Culler is a marketing pro who leverages video to help real estate investors connect with their target market. As an expert in video content marketing, he has developed several hacks to get the job done easier and with finesse.
Don’t let a fear of getting in front of the camera stop you from using video. Josh will share with you his tips to show you exactly how to get out from underneath those fears so you can best connect with your audience.
Read the Full Show Notes Below…
I am super excited to sit down with Josh. I’ve seen his videos and I’m beyond impressed by what he is able to do for investors. People who never thought they’d be making videos for their business, are now front and center, cranking out high-quality content like you wouldn’t believe.
We had a great in-studio talk where I was able to pull out these 7 quick video marketing hacks to help real estate investors reach more people while building credibility and authority.
#1. Answer Questions
As an investor, you likely hear questions from homeowners all of the time. Your content can answer questions about your product, service, or industry.
Why should I sell directly?
What’s the difference between you and an agent?
How long will it take?
Answering these questions makes for great content. These are things people are wondering and you are building credibility and authority by being the person who has the answers. The content will be loaded with keywords and naturally primed for optimization.
#2. Film Case Studies
Think back to your last few deals and tell the story of what happened. How did the situation unfold? How were you able to help the homeowner?
Use varied stories that highlight specific situations such as an inheritance, foreclosure avoidance, or someone selling a run-down home. Tell a story with your video and your audience will be hooked.
#3. Film Your Process
While what you do may seem very simple, homeowners may not know what to expect. Film yourself visiting a property or running comps. Show people who you are, what you’re doing, and how everything works.
Even something that seems very elementary to you, maybe something your potential customer was wondering about but was too afraid to ask.
#4. Do Not Over Complicate Things
Josh has found that when it comes to video marketing, people either get too into it or they don’t commit enough. They will buy a $300 mic, a green screen, and edit their videos much more than they should.
Or… they don’t do it because they feel it will be too much work. They aren’t consistent, and they fail to capture moments that could really help them connect with their audience.
#5. Post Everywhere
Once you have your video, get that thing up everywhere! Use our video transcription tool to turn your video into a keyword-rich blog post. Not only do you want it on your Carrot site, but you should have it highlighted on your youtube channel, shared to Facebook, Instagram, and anywhere else you are active.
One important thing to remember is to post your videos natively. Don’t share a Youtube link on Facebook, upload the video directly instead. While the platforms may be similar – they are not friends. Another thing people don’t usually capitalize on is Google my Business and Apple Maps.
These are places people go to when looking for businesses. Instead of having the pictures associated with your business be from other people, take control, and upload content of your own.
You can add some pictures of your office, deals you’ve done, and clients you’ve worked with. Add in your videos as well to quickly connect with people who are searching you out.
#6. Keep It Real
In order to create content that will really connect with your audience, you need to remain genuine. Don’t have someone on Fiver film your video, do it yourself. Have the video be the same person who goes out to meet people and view houses. You’ll also want to be very clear on why you are doing what you are doing.
Financial goals are fine but aren’t always specific enough to motivate you to produce quality content. Josh, for example, not only wants to create a good life for his family, but he also wants to be able 100 missionaries!
This is a huge goal and it works for him. Your goal may look entirely different, and that’s ok!
#7. Be Consistent
Video content is evergreen. If you do a video series on how to handle an inherited home, once it helps you close one deal, it has paid for itself. By creating informative content on a consistent basis, you will create a library of information that will bring the leads to you.
With clear and intentional content, you will be the local authority before you know it. You’ll be able to turn your Carrot site into an authority hub, setting yourself apart from the other investors in your area.
Josh and his team provide a tremendous service to real estate investors. They can help you take your raw content, turn it into a professionally edited video, and get it back to you in 48 hours or less. Right now, you can use the code “CARROT” at cullermedia.com to receive 25% off Josh’s services! Check it out and get some video added to your Carrot site today!
The pandemic is pushing the need to get online and understand technology like never before.
– Tom Townsend
Tired of Tire Kickers? Get This Agent’s Step-by-Step Strategy for Consistent, High Quality Leads w/ Tom Townsend
Tom is a seasoned real estate agent w/ Keller Williams, who was burnt out on cold calling and struggling to compete with the big guys when it came to SEO. By shifting his strategy, and maxing out his AgentCarrot site, he is completely confident about the next 12 months.
Today, we’re looking at what messaging is working best, how Tom is using his Carrot site to convert more leads, and we will even make some tweaks to his site right here on the podcast to make his site perform even better.
Read the Full Show Notes Below…
A month or two ago, my team hit me up and said “You need to check out Tom Townsend.” I was blown away when I saw the data for his site and how he was implementing our training into his business.
Tom hasn’t been with us for a long time. In fact, he has only been a Carrot member for a few months. But in that short amount of time, he is already holding the top 1 and 2 spots for many keywords he is creating content around.
Where He Started
Tom has been in the real estate business since 2002. He began as an investor, flipping properties and holding a few here and there. He then took his real estate skills a step further by becoming a certified appraiser.
He was always heavy on the phones, chasing down leads, and setting up meetings. A few years ago, Tom and his team began utilizing Facebook Ads, but they weren’t directing them to any particular landing page or call to action.
They built a website via Wix, but it lacked flexibility and the ability to grow as the business did. The team moved the website to another platform, but it was cumbersome and time-consuming and wasn’t manageable while they were busy running on the hamster wheel.
The Lightbulb Moment
The pandemic has forced people to improve their online presence or get online if they weren’t already. For Tom and his team, it has allowed them to spend time creating evergreen content that will get them off of the hamster wheel. They are building their brand as the local authority and having the leads search them out instead of the other way around.
COVID has made a lot of people analyze what they are doing and what is important. For Tom, it was time. He wanted more time to do the things he loves, while still building momentum and credibility within the community.
The evergreen content Tom is creating is providing consistency and predictability, giving him the freedom he is after.
His Strategy Today and Why It Works
Many of the 100+ leads Tom has received in the past few months have been through paid PPC campaigns. This is exactly how we recommend agents and investors get the ball rolling.
In fact, Tom and his team have followed our advice and recommendations to a tee, thus bringing in more and more leads, creating more conversions, and closing more deals.
Next, they began creating content, with an emphasis on VideoPosts and our VideoPosts transcription service.
They have utilized our Advanced Marketer Articles, which only require a minute or two of personalization before posting.
They have modified their Facebook and Google advertising, directing people back to their website… err authority portal.
Tom and his team have spent time niching down their content to become the local experts.
They use our Campaign Tracking Links tool to track all of their advertising – even links printed on mailers they are sending out.
The Campaign Tracking Links have become one of Tom’s most important tools. It gives him a clear and centralized place to see what’s working, what’s not working, and where he can improve.
The Power of Testimonials
Many people will seek out testimonials just because they think they have to. They don’t spend time optimizing them or using them to fight objections. My advice is to seek out 5 very specific testimonials that will fight objections and be relatable to the ideal client you are seeking out.
For example, if you are an agent, use a testimonial from someone who was friends with another agent, but chose you instead because of your experience. Or, you can find an FSBO client you were able to help by getting them more than they would have on their own.
Many people will try to avoid working with an agent in order to save money. A testimonial letting them know they will likely get more money when all is said and done is a testimonial that will actually help you to convert.
Because of COVID, so many agents and investors are working from a home office. They’re not out and about attending open houses and networking events.
Here at Carrot, we have seen many people using this time to amp up their websites. To change them from glorified business cards, and instead, turning them to authority hubs.
Go to Carrot.com to see what we are doing to help agents ramp up even more as we close out the year strong.
Instagram for real estate agents is a proven content marketing platform. It has one billion active monthly users!
The platform, which is owned by Facebook, has become a mainstream social media giant with a focus on visual content — from fashion and food to scenery and even real estate.
So it’s understandable if, as a real estate agent, you’re considering joining the fray.
Most don’t run any ads on the platform but they regularly post content. And not only has that content garnered them thousands of followers… but they also regularly generate leads through Instagram.
Pretty cool, huh?
But if you’re a total beginner and know next to nothing about Instagram, don’t worry.
We’re going to teach you everything a real estate agent needs to know about creating and optimizing their Instagram account.
So let’s get started.
Unlock Your Instagram Marketing Knowledge
Learn everything that Real Estate Agents need to know to get started with Instagram marketing.
There are many different ways to generate leads for your business — you can send direct mail, run Facebook ads, work on your real estate website’s SEO, and network with other local professionals.
Instagram is not a necessary part of your marketing strategy.
Having said that, Instagram can effectively build brand awareness and generate leads. Just because it’s not necessary doesn’t mean you should ignore it.
Especially if you enjoy engaging with people on social media… then Instagram is certainly a good idea for your business.
I mean, most of us spend several hours scrolling through social media daily, anyway.
Why not use that time to create content and grow your real estate Instagram business page?
Instagram Stats
Okay — so I’ve claimed that Instagram can help you grow your real estate business, and I’ve even provided you with an example (The Farr Group) of real estate agents doing just that.
Only 14% of realtors are on Instagram, but 83% of all homebuyers reported wanting to see more pictures of properties online.
One-third of the most viewed Instagram stories are from businesses.
Instagram’s potential advertising reach is 850 million users.
In other words… not only is Instagram a great marketing platform for businesses… it’s great for real estate agents.
More specifically, it’s ideal for posting pictures of homes you’ve listed for sale, and it’s great for sharing your buying and selling expertise with your audience.
If you’re still not convinced, that’s okay.
The only real way to figure out if Instagram can help you grow your real estate business is to try it and see what happens.
So let’s talk about that.
How to Create Your Instagram for Real Estate Account
The first step is to create an Instagram real estate account for your business.
As with most social media platforms, this is pretty easy.
Just go here and enter your information to sign up (you can just log in with Facebook if that’s easier).
It’s worth noting, however, that Instagram is far easier to use on mobile devices than on laptops or desktops.
You’ll want to get the app on your phone. That’s where you’ll share content, engage with comments, and even update your account.
Also, you’ll want to transform your Instagram account into a business account.
Here are instructions on how to do that straight from Facebook itself…
“Go to your profile and tap the menu icon on the top right corner.
Tap Settings.
Tap Account.
Tap Switch to Business Account.
We recommend that you connect your business account to a Facebook page associated with your business. This will make it easier to use all of the features available for businesses. Only one Facebook Page can be connected to your Instagram account.
Add details, like your business category and contact information.
Tap Done.”
There are a few advantages to switching from a personal to a business account.
With a business account, you can access analytics about your followers and their engagement with your content.
You also gain the ability to promote your Instagram posts as advertisements and add links to your Instagram stories.
Additionally, when I asked Krista Farr whether real estate agents should have a personal or business account on Instagram, she said, “Only have a business account.”
She explained that this provides you with more flexibility, and people who love your content won’t have the choice between following your account or your business account — in which case they would almost always opt to follow your account.
Instead, your audience is forced to follow your business account, which… is good for business.
Once you’ve created your account, you’ll need to add a profile picture and a bio (which should include a link to your website).
This doesn’t need to be super fancy — prioritize clarity over cleverness.
Your profile picture can be your company’s logo, and your bio should describe what you do and where you do it.
If you can create a little bit of credibility here, then do it!
(In The Farr Group’s bio, it mentions that they’re in the top 1% of Spokane realtors, for example)
Turning Instagram Into a Real Estate Lead Generation Machine
Having an Instagram account is one thing.
And if that were the end goal, this would be a short article.
But it’s not.
The real goal of marketing your business on Instagram is to build authority and generate leads.
So how do you make that happen?
The obvious way is to create great content, create it consistently, and grow your Instagram following.
And we’re going to talk about all of that here shortly.
But that is not the starting place.
Because let me ask you this.
What happens when someone loves your content on Instagram so much that they want to learn more about your business and maybe even hire you as a real estate agent?
(That’s the goal, after all)
Where do they go?
What do they do?
Most importantly, how easy is it for them to become a lead?
The easier it is, the more leads you’re going to generate.
Take The Farr Group as an example. When you click on the link in their Instagram account, it takes you to their current, most desirable house listing.
Why?
Because that’s precisely where they want you!
People who are motivated enough to click on that link in their profile want to help them dream about what it’d be like to purchase a new home with them.
And what better way to do that than by sending them to your most popular house listing?
Even more brilliantly, the “Call Us” CTA sits right at the top of the page, and the Property Search section on the right allows people to browse listings easily.
No wonder The Farr Group generates so many leads through Instagram!
The best part is that all of those features are baked right into our websites, which are built to convert visitors into leads right out of the box.
Now we can talk about the specifics of growing your Instagram following.
How Often Should Real Estate Agents Post On Instagram?
This is one of the first questions people ask when they’re starting to market on a new social media platform.
How often do you need to create content on Instagram to be effective?
The honest answer to that question is the same as for every site: the more content you create, the better.
It’s very hard (if not impossible) to create too much content.
The algorithms on social media platforms that decide which content to show users is built to not overwhelm your audience with your content… so there’s almost no chance of annoying your followers.
But if you create too little content, there’s a very real risk of your followers not seeing the content you create.
So the rule of thumb: more is better.
Still, I know you don’t want to spend all your free time creating content for Instagram. So what’s the minimum amount of content you should post to be effective?
Well, major brands post an average of 1.5 times daily on Instagram.
So one to three times per day is a good goal.
If you can do more, do more.
If that sounds like too much, start smaller and build.
Now, you’re probably wondering what the heck you should actually post about… that’s what we’re talking about next.
10 Real Estate Instagram Content Ideas
Not sure what to share on your Instagram account?
Or maybe you’ve run out of ideas?
Here are 10 content ideas for real estate agents to share on Instagram.
Enjoy!
1. House Listings
When creating content on Instagram, this is probably your lowest-hanging fruit.
Sharing your new house listings with your followers is quick and easy… and it’s probably one of the best ways actually to generate leads.
2. Expert Advice
You know more about real estate than the vast majority of your followers.
So why not share some of your expertise with them?
They’ll appreciate it, and it’ll help establish you as an expert in your field (and thus the person to go to when someone needs to buy or sell a home!).
P.S. Don’t be afraid to make your expert advice fun and personable like the example above.
Maybe it sounds counterintuitive — why would you want to tell people about a home that’s already sold?
Isn’t the goal, after all, to promote homes that haven’t sold yet?
Well, yes…
And as we talked about in the first point, you should do that.
But you also should share about when you’ve sold a house — don’t pass up the opportunity to prove to people that you’re an effective real estate agent that knows how to sell people’s homes for top-dollar.
That goes a long way toward building trust and authority for your business in the eyes of your followers.
4. Event Announcements
Announcing and promoting local events is another great content idea for real estate agents.
You can promote local meetups, upcoming events in your city, or even your open houses.
There’s always something going on, which means there’s always something to talk about… and something to post about.
And you’ll get bonus points if you’re going actually to attend the event that you’re promoting… that way, your followers can meet you in person!
5. Creative Pictures
There are no two ways about it — Instagram users love creative pictures.
Sometimes, this will mean posting stylish photos of a home you’ve listed or sharing photos of your recent family vacation.
If it’s a unique and cool photo, your audience will love it.
6. Behind-The-Scenes Content
People don’t just want to see the external results your business is producing; they also want to see how you do it.
Sharing behind-the-scenes content — posts of you and your team working on buying and selling homes — is a great way to show your audience how hardworking you are for your clients.
It’s also a great way to humanize you and make you more approachable, which helps get the phone ringing.
7. Local Business Promotions
As a realtor, you’re deeply connected to the inner workings of local markets. It’s appropriate — even expected — then for you to show support for other local businesses.
Aaron and Krista give away $100 gift cards to their favorite local restaurants.
That way, they’re helping local businesses and their audience simultaneously.
When you use your customer testimonials on Instagram, they can provide a social proof boost and give your visitors and followers a solid reason to trust your real estate business.
Your Instagram audience doesn’t just want to see things about your work… they want to get to know you as a person.
Fortunately, that’s also good for business — most people choose a real estate agent based on who they feel connected with.
So post some pictures of your recent vacation, or when you were in engaging in a hobby like hiking or golf, or after you just came out of the movie theater.
It’s not immediately obvious, but if you share your life with your audience, they’ll be more likely to work with you in the future… because they feel connected to you.
10. Market Data
You’re an expert at real estate.
Most people aren’t.
So why not share some of your knowledge of the current market with your audience and break it down so they can understand?
At the very least, it’ll build your authority. And at best, good market conditions might convince people to sell their homes with you!
Unlock Your Instagram Marketing Knowledge
Learn everything that Real Estate Agents need to know to get started with Instagram marketing.
Do Real Estate Agents Need To Pay For Ads On Instagram?
This is a really important question.
Only posting organic content to a business on Facebook is a surefire way to never grow your following. That’s because Facebook’s algorithm makes it mind-blowingly difficult to reach your audience (even those following you) unless you pay for it.
Is the same true for Instagram?
Nope.
Even though Facebook and Instagram are owned by the same people, their algorithms are vastly different.
Where it’s difficult to reach your audience on Facebook, it’s seamless on Instagram.
One study found that brands “see a median engagement rate of 0.09% per Facebook post, in comparison to a 1.60% median engagement rate per post on Instagram.”
Instagram is much kinder to businesses than Facebook is.
So do you need to pay for Instagram ads?
Well, the answer is no. Even Aaron and Krista, who get hundreds of likes and comments on their content, don’t run any ads.
But they swear that Instagram is generating tons of leads for their business — that’s why they keep doing it.
There’s certainly nothing wrong with running ads on Instagram.
It might be worth at least a test or two.
You create and manage your Instagram ads right inside of Facebook’s ad manager. Here’s a guide on how to do it.
4 Best Practices For Creating Real Estate Agent Content On Instagram
To get as much engagement as possible from the content you post on Instagram, here are some simple best practices to keep in mind.
1. Instagram Hashtags for Real Estate
Real estate hashtags are the not-so-secret sauce to growing your Instagram following.
Users can (and do) search hashtags that they’re interested in. Instagram then shows them the content with that hashtag.
So hashtags serve two purposes.
First, they organize your content so that Instagram knows when and where to show your posts. Second, and more importantly, they catch the eyes of people looking for that specific hashtag.
You’ll notice that Shemeika Fox put quite a few relevant hashtags at the bottom of every Instagram post.
The max amount of hashtags that you can put on a post is 30 (and 10 for Instagram stories), and we recommend using all of those slots.
However, you shouldn’t copy and paste the same hashtags into your post every time, as that signals to Instagram that you’re being a bit spammy.
This can be a little tedious, but the results are worth it. If you need help, here’s an Instagram hashtag generator that could help.
2. Be Consistent
As with all social media platforms, consistency is critical on Instagram.
If you post a lot of content in one week but none for the next month, your audience will quickly forget about you.
So you’ve not only got to be consistent, but you’ve got to be consistent for the long-term.
The longer that you’re consistent about posting content, the bigger following you’re going to build — in some ways, it is that simple.
Create a schedule that has you posting at least a few times a week (ideally once per day) and then stick to it for years rather than weeks or months.
3. Create Visual Consistency
Instagram is a highly visual platform. That is, people do a lot more looking than reading.
And one of the keys to growing on Instagram is to become quickly recognizable. Without people even looking at your profile picture, they should be able to identify your content because of the style, the colors, and other elements.
If you browse around top Instagram accounts, you’ll notice that all of their posts have similar styles — it’s almost like they’re all using the same filter.
That’s intentional.
Doing so helps create a sense of consistency for your audiences so they know what to expect.
And people like when they feel like they know what to expect from you — they like it even more when you fulfill those expectations day-in and day-out.
So use the same logos, the same colors, the same fonts, and the same filters on your posts.
As a realtor, it’s not all that important to generate leads from all over the U.S. Really; you just want to attract people in your market.
That gives you an advantage- an angle that nationwide Instagram pages can’t play off of.
By posting about things specific to your market, local businesses, state parks, and even the weather, you can appeal to people differently and more meaningfully.
Plus, people want to hire someone who’s an expert in the area, anyways… so why not show them that you are?
Are You Ready To Generate Real Estate Agent Leads On Instagram?
Hopefully, by now, you feel that you can approach Instagram with confidence.
It’s a relatively simple platform to get the hang of but a difficult one to master. And this beginner guide has given you everything you need to get started, grow your following, and even turn those followers into leads for your real estate business.
But enough from us.
What has your experience with Instagram been?
Are you using it to grow your real estate business?
Or do you have additional questions about how to make that happen?
Happiness isn’t really reaching your goal, it is the pursuit of the goal. You have to find the joy.
– Norberto Ponce
Real Estate Partnerships: 70+ Deals w/out Meeting in Person, All Part-TIme! w/ Keith Sant & Norberto Ponce
When the right real estate partnerships are formed, the sky is the limit. Meeting someone, clicking with them, and sharing common goals with someone can take you to places you never thought possible.
Working with the right partner can help you become a better version of yourself. This is true for Keith and Norberto who have never met in person, yet have positively influenced each other both in life and in business. Here’s how they do it…
Read the Full Show Notes Below…
For so many real estate entrepreneurs out there, myself included, we tend to try to do everything on our own. It can be tough to compromise, especially if you have spent sleepless nights growing your business and working on your vision.
However, we are all human and we have our own strengths and weaknesses. When you find the right real estate partnerships, they will compliment what you have already done, helping you master the areas in which you lack.
Less Volume, Less Time, More Money
In the case of Norberto and Keith, Norberto is the one getting out there and talking to people, while Keith is making more of the magic happen behind the scenes. He handles the marketing, Carrot website, and Facebook advertising for real estate, while Norberto is talking to as many people as he can.
Keith lives in Washington and Norberto in Texas. They have never met face to face, but have been able to form a partnership that perfectly compliments each person’s unique abilities.
When you find the right partner, you’ll be able to save time, money, and having to learn things the hard way. Their experiences, opinion, and feedback will help you to make smarter and more profitable decisions.
You will be able to get more accomplished in less time while having more doors open to you both figuratively and literally.
Today, instead of just flipping houses, Keith and Norberto are investing in quads, apartment buildings, development land, and mobile home parks. While they may be doing fewer deals in recent months then they had in the past, the deals they are doing are big ones.
Remembering Why You Do It
When Keith first started in this business, he was working 16 hour days. While this taught him a lot, he realized that it wasn’t how he wanted to spend his time.
By partnering with Norberto and taking on different types of deals, Keith is now able to work part-time, spending the rest of his time with his fiancee and doing the things he loves.
His late nights and sheer persistence have paid off for him in major ways.
Norberto is not involved in real estate full-time either. In fact, is is a police office on South Padre Island. Putting on the uniform makes him feel like a super-hero.
It brings him satisfaction and fullfillment that isn’t found in other lines of work. That said, real estate has allowed him to provide for his family and live life on his terms. He has a few non-negotiables.
No work on Sunday and the mornings are dedicated to working out with his family. Keeping family first and remembering why he is doing it has made him happier and more successful than ever.
Bonus Ninja Tips
Make It Official
Norberto had a great tip I wanted to share with you and that is to reach out to people using official looking envelopes. Norberto will use a Fedex envelope to drop a letter on someone’s porch regarding their property.
Most people will open a FedEx sitting at their door, whereas a regular letter can get looked over pretty easily.
Build Credibility
Testimonials can be huge when it comes to building credibility. Don’t just get a few and stop. Every time you have a successful transaction and a happy client, ask them for a review.
You can lead them to the BBB, Google, Facebook, or all of the above. You can even offer an incentive such as a Starbucks card for an honest review of your services.
Before and after photos are another way to build credibility. Don’t be afraid to give out the address so people can drive by and see what you have done for themselves. When people see that it is real, they will know that you are real too.
Build Relationships
Talk to as many people as you can and let them know what you do and how you can help.
Talk to pizza delivery drivers, the UPS man, and people who see a lot of houses during their average day.
You can leverage these relationships and offer a referral fee for houses they tell you about that meet your criteria.
The partnership formed between Keith and Norberto is ideal. They are both dedicated to what they do, while also being able to remember what is really important in life.
They have ford a dynamic partnership that is crushing it on all levels and I can’t wait to see them here at CarrotCamp, where they will finally meet face to face, in just a few weeks.
To be fair, many real estate agents focus on offline marketing tactics… and they do well for themselves.
In fact, we’re going to discuss some of the most effective offline marketing strategies in this article.
But here’s the thing: online marketing is still the best way to find clients and grow your business in today’s world.
Just consider some of this cold hard data…
But before you start driving traffic to your website, you need to optimize your website to actually convert that traffic.
That way, the phone is ringing and you’re collecting clients left and right.
Well, that’s what we specialize in at Carrot.
We’ve created (and tested) real estate agent website templates that convert like crazy. Here’s a little preview of what they look like…
There are a few things we do that most websites don’t.
And these differences are critical.
First, we put your phone number in the upper right corner, so that visitors are encouraged to pick up the phone and call.
Second, we shamlessly prompt people to give you their contact information whenever they click on the “Search Properties” button…
That way, even if they don’t call you, you can follow up with them.
We even provide text message notifications so that you get immediately notified when your website receives a new lead.
That’s just a quick overview of why Carrot websites convert better than any other websites in the industry.
(We have a ton of other included features to help your business grow!)
If you want to try us out risk-free for 30 days, go here to start building your high-converting website!
2. Optimize Your Website For Search Engines
Search engine optimization — commonly known as SEO — is one of the best ways to collect leads and find clients over the long term.
You probably won’t find clients overnight using this strategy.
But after weeks, months, and years, SEO is one common factor of real estate businesses that stand the test of time.
Why?
To explain what we mean, you first have to understand how SEO works…
92% of all home buyers use the internet at some point in their home search. And the websites that they find help to determine the house that they buy and, more importantly, the realtor that they work with.
This is also true of home sellers when they type things like “realtors in my city” into Google when looking for a real estate agent to work with.
The goal of SEO is to get these people — your target market — to find your website.
Because if they find your website, then they might call you and they might become a client.
In fact, most of our members claim that SEO leads are far higher quality than leads they get from paid advertisements.
The best part is that once you’re ranking on page one for a high-value keyword phrase, you’ll start generating leads on autopilot, without any additional marketing.
And websites that make it to page one usually stay there for quite a while.
Which is why SEO is such a great long-term marketing strategy.
So… how do you optimize your website to rank in Google?
Our Carrot sites are built to help you tackle this process.
We provide all of our AgentCarrot members with monthly optimized content for their blog, tools for tracking rankings, and more.
Click the link to learn more.
3. Real Estate Facebook Ads
Facebook ads are great because you can turn them on to generate leads and find clients whenever you want… but turn them off when you already have plenty of work coming in.
Our most successful members use SEO for their longterm lead generation, but paid advertisements and mailers (which we’ll talk about next) for faster results.
Especially if you’re just getting started, Facebook ads are a great way to find clients.
Even simple advertisements of your listings, like the below example, can do really well…
4. Send Mailers
Direct mail is one of the most powerful client-finding tools for real estate agents.
It feels more personal than email, you can send a lot of it at once, and if you do it correctly, it’ll almost always get the phone ringing.
But naturally, you don’t want to waste money.
And direct mail can certainly be a little expensive.
So how can you ensure that your mailers are going to get responses before you send them?
Here’s some advice…
Know Who You’re Targeting — What are the demographics of your mailing list? Are you sending to homeowner who might be interested in selling? Or are you sending to renters who might be interested in buying? Your mailers should speak directly to the people you’re targeting.
Make It Personal — When people choose a real estate agent, it’s primarily an emotional decision. That is, they have to like the person that they’re going to work with. And making your mailers a little more personal with photos can go a long way toward helping them make a favorable decision.
Be Friendly — Most people will choose to work with you because they like you and they trust you. And creating direct mail that feels friendly is a great way to build credibility and increase your response rate. This can be as simple as sending “Merry Christmas!” mailers during the holidays.
Send Enough Mailers — Direct mail is mostly a numbers game. So long as your mail is friendly and appealing to your recipients, getting a response is simply a matter of sending enough mail. According to most stats, the average response rate for real estate direct mail is between 2% and 4%. So you should be sending several hundred mailers at a time.
There’s no question: social media is a very powerful marketing platform for darn-near every industry… your real estate business is no exception.
How quickly you find new clients through social media will largely depend on how much of a following you already have and how much people in the community trust you.
So if you’re new to social media, don’t expect overnight success.
Building trust on Facebook, Instagram, and other platforms isn’t something that should be sporadic — it works best if you create a content schedule and then stick to it… posting at least a few times per weepk.
The Farr Group — a husband-and-wife owned real estate company — is great at using Instagram to build brand awareness and even generate leads.
And when we spoke with Aaron and Krista Farr, one interesting things that they mentioned was how engagement on social media only means so much when it comes to actual lead generation.
They said they’ve met a lot of people who knew them from social media or who even became clients because of their Instagram profile, but who never actually commented on or “liked” their content.
In other words, your content is probably reaching more people than you think.
Don’t take your engagement metrics at face value.
Be consistent, follow the process, and you might be surprised at how social media helps you to grow a thriving business.
It might not be the first method you choose for finding new clients, but looking through for-sale-by-owner listings on Craigslist — especially ones that have been around for a while — can be a helpful strategy.
Just go to Craigslist and click on “real estate for sale”.
Then, you can filter the listings as for sale by owner…
Browse through the listings and look for indications that the seller is having trouble closing on the home — a long time has passed since it was originally listed, for example, or the sellers sound desperate in their description.
These might not make the best clients in the world… and some people will probably get mad at you for calling them and offering your services.
But you might just stumble across someone who’s glad you called.
And it’s the victories you have to fight for that are often the sweetest, anyways.
So why not give it a shot? You’ve got nothing to lose!
7. Network, Network, Network
When it comes to finding your first clients, building trust in your community, and growing your business organically, there’s nothing quite as powerful as networking.
And we’re talking about networking with other business owners, local politicians, and anyone else with sway in the community.
The fact is, everyone needs a home to live in… so there’s really no one who you shouldn’t network with.
Everyone probably knows someone who wants to buy or sell a home in the near future and so networking is always a benefit to your business.
Real estate is one of those industries where just getting to know people can grow your business.
And the more people you get to know — more importantly, the more people who get to know you — the more clients you’re going to get through friendly referrals.
So go to business meetups, attend community celebrations, and join in on charitable events.
Meetup.com is a great place to find local groups of people with different interests.
With enough time, you’ll become an icon of the community and people will start to automatically think of you when they think of buying or selling a home.
And that’s exactly what you want.
8. Door Knocking
It’s not the prettiest or flashiest (or even the most time effective) way to find clients for your real estate business, but door knocking can certainly help!
Here’s something to keep in mind: when you’re just getting started as a real estate agent, you’ll have to work harder to find clients.
You’re just starting to build trust and become an icon in the community… but that takes time.
And a simple stroll through the neighborhood where you knock on a few doors and introduce yourself can go a long way toward building meaningful relationships.
It can even help you generate leads and referrals.
You might be surprised at how willing people are to help when you ask nicely.
This is something you can even do on your daily walk around the neighborhood — just commit to knocking on 5 new doors every day and see what happens!
Two FREE Real Estate Scripts for Door Knocking
Script 1
Hey!
Sorry to bother you. My name is [name] and I just had a quick question. Do you know of anyone who is thinking of selling their home in the area?
I’m new to the area and I’m just trying to get my real estate business off the ground, so I’m looking for some folks who need help selling their home or buying their next home.
[Wait for response]
That sounds great. I really appreciate the help… just thought I’d knock on a few doors as I’m going for my evening stroll.
Here’s my business card, by the way.
Feel free to contact me at any time if you or someone you know wants help with a real estate transaction.
Have a great day!
Script 2
Hey there,
My name is [name] and I’m a new real estate agent in the area. Are you or someone you know trying to buy or sell a home?
I’m just trying to get my real estate business off the ground.
[Wait for response]
Great! I appreciate your help.
Here’s my business card — feel free to contact me anytime to chat about all things real estate.
Have a great day!
9. Brochures & Posters
How many people visit your local coffee shop every single day?
What about your local bakery or your local gym?
In many communities (especially smaller ones), local businesses want to support other local businesses.
And one great way to leverage that fact is by getting to know local business owners and asking them if you can put up a poster in their window or lay some free brochures on their counter.
Many of them will be more than happy to help.
As for what your poster or brochure should look like, just think of it as a compelling piece of direct mail — people you’ve never met before are going to see it and, in an instant, they’re going to decide whether to call you or not.
So put your best foot forward.
Here’s a great example…
10. Get Some Local Press
You might not know it, but your local newspapers, magazines, and other media outlets are constantly looking for interesting stories to tell.
How about they tell a story about your new business?
Just give the editors a call and tell them about what you have going on — if you have a particularly interesting angle, then be sure to mention that as well.
Alternatively, you could pitch a letter-to-the-editor article that updates people on the local real estate market, further establishing your expertise.
Here’s a general idea of what you might say (via email or phone call)…
Hey there!
My name is Mike and I just started my real estate business in the area.
This is a big undertaking for me but I’m very excited about it.
If you’re up for it, I’d love to talk with you about what it takes to start a new business in the community and how amazing our city really is — maybe we could even include some other local businesses owners in the project?
Maybe I’m wrong… but it seems like we could create a great article on that topic!
Let me know if this catches your interest :)
Mike
You might be suprised at how people respond!
Shemeika Fox, one of our awesome members, actually flips the script. Instead of seeking out press, she creates the press. She interviews local business owners, publishes their stories on her website and asks them to share it on social media.
This generates additional traffic to her website and builds her local authority — not a bad idea!
11. YouTube for Real Estate Agents
In terms of marketing, real estate is highly visual.
People want to see the homes that you’re trying to sell, they want to get to know you as a person, and they want to learn about how you can help them.
YouTube is a wonderful platform for accomplishing those goals.
You can easily upload house-showing videos…
And you can upload educational videos…
Posting content like this will help you build credibility and generate leads for your business.
But how do you get people to see your content once it’s live?
The first step is to share your video on all of your social channels and email it out to your subscribers — take advantage of the audience you already have.
Then you might also consider trying to get your video ranking in YouTube for a high-value keyword phrase.
And if you’re a Carrot member, then you can transcribe your video with a single click using our VideoPost feature, turning it into a long-form blog post that can also rank in Google.
12. Drip Marketing
Whenever you collect leads, you should put those people on an email list.
This allows you to contact those leads all at once in a semi-personal manner. Over time, your email list will become one of your most valuable assets.
Because the more that you provide those people with free value, the more that they’re going to trust you and the more likely it is that they’ll reach out to when they’re trying to buy or sell a home.
Well, the first thing you’ll want to do is set-up an automatic 5- to 7-email drip sequence that sends to everyone after they subscribe.
This sequence should build your credibility and work to drive them toward taking the action you want them to take.
But it doesn’t need to be super complicated.
Here’s an idea for topics you can focus on with each email…
Day 1 – Get To Know Eachother — Tell the new lead about yourself and ask them to do the same by replying to your email and telling them a little bit about why they joined your email list.
Day 2 – Testimonial/Case Study — Talk about a past experience where you helped a buyer or seller to accomplish their goals. Use this to build credibility.
Day 3 – Why Are You a Realtor? — Tell people why you decided to become a realtor in the first place. This gives them an idea of who you are and what makes you tick, which helps them to build a meaningful relationship with you.
Day 4 – Free Value — Provide some sort of free value for the lead. Teach them something new or point them toward a blog post that you recently wrote or a video that you recently recorded.
Day 5 – Ask — Tell them you’re going to start emailing them just once a week, but that if they ever want to sell their home or buy a new home, you’re ready to roll.
Setting this drip sequence up will do a lot for making the most of the leads that you’re already generating.
Plus, once it’s set up, you don’t need to think about it again for a while because it’ll run on autopilot.
13. Open Houses
If you’re looking for homebuyers, then running open houses is certainly a great way to find leads.
Just make sure to announce your upcoming open house to as many people in the community as possible.
The more people who know about it, the better turnout you’re going to have.
But here’s the other opportunity that many real estate agents don’t think about… all of the people who come to your open house are also probably thinking of selling their home. This is a great chance to not just get to know people in the community and generate buyer leads, but also to find some sellers you can work with.
Don’t be pushy, of course.
But do collect contact information, hand out business cards, and gently converse with anyone who attends.
14. Get Real Estate Referrals
Especially when you’re starting out, referrals are one of the quickest and easiest ways to find clients.
If you’re still trying to find your very first client, then reach out to friends and family and ask them for referrals.
If you have a few happy clients under your belt, reach out and ask them for referrals.
You will probably be surprised at how many people are willing to help you out.
Just take a look at the stats…
Real Estate Agents: Ready To Find Your First Clients?
You now have everything you need to find your first clients… and to find clients well into the future.
These strategies are simple, straight-forward, and relatively easy to execute. But they are also very effective.
It might take time for you to build momentum and grow your business to where you want it, but stay the course, trust the process, and keep going.
The real estate agents who win are the ones who keep going even when the going gets tough.
The above 14 strategies work for other agents and they’ll work for you, too.
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