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Video: SEO Basics – Everything Your Real Estate Brand Needs to Know

by Katie Russell | Jan 21, 2020 | Blog, Content Marketing, Real Estate Marketing | 0 comments

SEO helps your website rank higher in search engine results pages. Here are the SEO basics to get your website performing better and in front of your target audience.

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Highlights:

• SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages.
• SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links.
• To rank well in the long term, build your SEO marketing strategy around topics, not keywords.

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Video transcript:

I’m Jennifer Yim and today’s topic is SEO. SEO seems pretty straightforward. You pick a few keywords and your page is magically optimized for SEO, right? Not quite.

People seem to understand the basic principles of SEO, but a lot has changed in the last decade. Let’s take a look at the basics to get your site ranking higher.

What is SEO?

SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages. This makes your website more visible to people who are looking for solutions that your brand, product, or service can provide by search engines like Google, Yahoo, and Bing.

What hasn’t stayed the same are the techniques we use to improve our rankings. This has everything to do with the search algorithms that these companies constantly change.

How does SEO work?

SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links. You can generally see results of SEO efforts once the webpage has been crawled and indexed by a search engine.

There are a ton of ways to improve the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links.

Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their results pages.

To rank well in the long term, build your SEO marketing strategy around topics, not keywords. If you do that, you’ll find you can naturally optimize for important keywords, anyway. Understanding your target audience and what interests them is key to attracting relevant visitors to your website through search engines.

For more tips on improving SEO and building your digital marketing strategy, visit us at froneticsrealestate.com.

Related posts:

• The Role of Social Media in Luxury Real Estate Marketing
• 4 Real Estate Blogging Tools You Should be Using
• How to Use Guest Posting as Part of Your Content Strategy

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3 Social Media Mistakes Real Estate Companies Still Make

by Katie Russell | Feb 5, 2019 | Content Marketing, Real Estate Marketing, Social Media | 0 comments

Social media is a valuable tool for real estate businesses, but only if they use it to their best advantage and avoid these three common mistakes. 

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Highlights:

• By 2019, there will be an estimated 2.77 billion social media users around the globe.
• It’s imperative for real estate businesses to have a clear strategy that includes types of content, frequency, and pillar topics.
• Real estate companies need to focus on creating content that leaves their users wanting more. 

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As many as 81% of small and medium businesses use a social platform. And we all understand why. By 2019, there will be an estimated 2.77 billion social media users around the globe. That’s a lot of potential customers. 

So, there’s no question as to why real estate companies are jumping on the social media bandwagon. And there’s no disputing social media is an effective way to increase brand awareness and generate leads. But it can be fairly useless if your company isn’t doing it right. 

Top three social media mistakes real estate companies still make 

Mistake #1: Using objectives instead of strategy 

Social media platforms are continually making changes and updates to improve the user experience. In order to weather these changes and keep your audience engaged, it’s imperative to have a clear strategy that includes types of content, frequency, and pillar topics. Posts should reflect your real estate brand, so make sure posts follow style guidelines and reflect your specific tone. 

A strategy will also help prove ROI. Social Media Examiner’s 2018 Social Media Marketing Industry Report found that only 44% of marketers agree that they know how to measure social media ROI. That means two-thirds of marketers don’t know whether or how much their marketing efforts are paying off when it comes to the use of social media. A strategy that incorporates defined goals, tracking and measuring will help prove data-driven ROI and improve your social media presence. 

Mistake #2: Using the most popular social media platforms 

Not all social media platforms are created equal. In fact, all social media channels have different qualities that make them appeal to specific audiences. Start by identifying which platform your target audience is the most likely to seek out. For example, 81% of millennials view their Twitter account on a daily basis. If your company is looking to capture millennials as leads, your social media efforts should certainly include Twitter. 

Once you’ve determined where you should be posting, concentrate on creating content that caters to those specific platforms. Lots of companies post the same content across all of the apps they use. We understand how easy that is for marketers, especially with automation tools. But the foundation of social engagement is authenticity, something that is hard to achieve when posts are the same across all channels. Work to create content — including video and images of properties — that caters to specific platforms to build brand awareness and loyalty. 

Mistake #3: Promoting instead of connecting 

Social media is all about engagement. Users don’t want to engage with brands that are pushing their properties. Users want informative, interesting, and yes, even fun content. Real estate companies need to focus on creating content that leaves their users wanting more. 

Companies that are succeeding on social media are finding innovative and creative ways to relate to users. When you engage and get users involved in your story, you create long-lasting customer relationships. Storytelling creates an emotional bond with your company and drives brand loyalty. 

Greg Hadden, executive creative director of Motive Made Studios, sums up the power of connecting with users: “What often gets lost is the fact that good storytelling is potent stuff. It has the power to make people want to believe and to belong, which is the goal of all storytellers. We’re all selling something, be it an idea, an exploration of the human condition, or say, a vacuum cleaner. It’s no mistake perhaps that good stories often create products.” 

Final thoughts 

Social media platforms are a powerful resource that can help your real estate business grow. But they have to be used correctly. Creating a documented strategy will help shape your brand’s social media presence and give you milestones to test and tweak your progress. Need help creating a social media strategy? Let us help. 

Related posts: 

• Infographic: Real Estate Social Media Marketing Strategies 
• Social Media Can Be a Strategic Weapon in Real Estate Marketing 
• A Visual Guide to Social Media Posting Frequency for Real Estate 

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5 (More) TED Talks for Real Estate Marketers

by Katie Russell | Aug 20, 2019 | Blog, Content Marketing, Real Estate Marketing | 0 comments

Need some new digital marketing ideas? Check out our new favorite TED Talks for real estate marketers. 

One of our most popular posts focused on the success of TED Talks for real estate marketers. As many of you know, the lecture series has published more than 100,000 talks on YouTube with over 2 billion views. 

From technology and analytics to home design and child-care tips, TED Talks cover an array of topics, hence the astonishing number of views. For our real estate marketers, we’ve pulled together 5 new TED Talks since our last post to keep you inspired and create innovative ways to market your brand’s properties. 

5 TED Talks for real estate marketers 

1. Barbara Corcoran:Rethinking Failure

Founder of The Corcoran Group & Shark on ABC’s “Shark Tank,” Corcoran is responsible for building the largest and best-known brand in the brokerage business. In her talk, Rethinking Failure, she discusses her personal, firsthand experience of embracing failure and re-imagining what it has meant for her own path to success. This is a must–watch for any real estate marketers who are just starting out or savvy marketers looking to refresh their strategies. 

2. Dan Pink: The Puzzle of Motivation

Career analyst Dan Pink examines the Puzzle of Motivation, starting with a fact that social scientists know but most managers don’t: Traditional rewards aren’t always as effective as we think. His illuminating stories will leave viewers ready to abandon old ways of motivating your marketing team and jump into innovative methods to reach your potential. 

3. Ernesto Sirolli: Want to help someone? Shut up and listen!

When most well-intentioned people hear of a problem that they think they can fix, they go to work. This, Ernesto Sirolli suggests, is naïve. In this funny and impassioned talk, he proposes that the first step is to listen to the people who you’re trying to help. This lively TED Talk tells real estate marketers how to actively listen to help build their brand and, ultimately, sell properties.  

4. Angela Duckworth: How Grit Can Transform Your Attitude and Real Estate Career

Looking for inspiration backed by science? Angela Duckworth’s talk on grit takes an in–depth look at what motivates people to succeed, against all odds. What Barbara Corcoran discovered through trial and error, Duckworth explains through a scientific lens. 

5. Ben Miller: The Real Estate Deal that Could Change the Future of Everything

Ben Miller, co-founder of the real estate investing platform Fundrise, covers technology’s place in the world of real estate in this TED Talk. His insight into how technology will shape the future of real estate marketing will leave you contemplating the role of AI, 3D technology, and other innovative marketing solutions in your digital marketing strategy. 

What TED Talks for real estate do you recommend? 

Related posts: 

• 5 TED Talks for Real Estate Marketers 
• 4 Real Estate Marketing Trends 2018 
• Top 5 Real Estate Marketing Influencers 

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5 Effective Ways to Use Instagram for Your Luxury Real Estate Brand

by Katie Russell | May 28, 2019 | Blog, Content Marketing, Real Estate Marketing, Social Media | 0 comments

With its highly visual platform and growing user base, Instagram is a natural fit for real estate marketing. Here are five ways to make Instagram work for your luxury real estate brand. 

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Highlights: 

• Instagram posts should reflect your luxury real estate brand and maintain the overall tone you set through other marketing efforts. 
• Successful brands on Instagram pay close attention to how their posts reflect their brand’s message. 
• Hashtags allow your posts to be seen by users outside of your circle of followers, so using relevant, industry-specific hashtags is key in reaching new audiences. 

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Looking to engage with new audiences and connect with your target market? Instagram is the perfect platform for luxury real estate brands looking to expand their reach. In fact, engagement on Instagram is ten times higher than it is for Facebook, and the demographic is substantially more affluent—making it a no-brainer for luxury real estate.  

But to get the most out of this highly visual platform, it’s important for real estate marketers to post the right kind of content. The content should reflect your brand and maintain the overall tone you set through other marketing efforts (i.e. your website, blog, etc.). Marketers who want to reap the benefits of marketing on Instagram need to do more than just post appealing pictures with fun filters. Here are five effective ways to make sure you’re getting the most out of your marketing efforts on Instagram. 

5 effective ways to market your luxury real estate brand on Instagram 

1. Focus on your target audience

Who are you trying to reach with your Instagram posts? Trying to post compelling content for an unidentified audience is like taking a shot in the dark. Knowing who your ideal buyer or tenant is allows you to create content that is informative, educational, and entertaining to that specific person.  

When creating (or curating) content for Instagram, the more detailed you can be with your buyer persona(s), the more specific and effective your content can become. The personal connection is particularly crucial for real estate buyers, and understanding your target audience is key to making that connection.  

2. Cultivate your brand message

For luxury real estate developers and property management companies, branding is key for target buyers (or tenants) to know about your properties and understand the lifestyle that the property offers. Creating consistent brand messaging that reflects the tone and voice of your marketing collateral helps audiences grow brand awareness.  

Successful brands on Instagram pay close attention to how their posts reflect their brand’s message. Posts have an overarching theme that mirror the overall brand image. Images should do more than just promote your properties. They should add value to your luxury real estate brand’s unique story.  

3. Use CTAs

Conversions, revenue, business, and profit—they all depend on the Call to Action. Don’t just post interesting content, give your followers a chance to do something with your posts. CTAs are key to the success of any online marketing initiative, including Instagram posts. Try adding CTAs to each of your posts to encourage audiences to “take an action”. Providing opportunities for followers to visit your website or download valuable resources will boost conversion rates. 

4. Make the most of your hashtags

Hashtags allow your posts to be seen by users outside of your circle of followers, so using relevant, industry-specific hashtags is key in reaching new audiences. Hashtags automatically function as links, making your posts easily searchable and available to users looking for specific hashtags. For example, if a user interested in San Diego real estate clicks on #sdhomesforsale, all public posts labeled with that hashtag will show up.  

As you start experimenting with adding hashtags to your social media posts, make sure to: 

• Use relevant terms. 
• Research trending topics as you chose your content. 
• Create your own hashtags to match your luxury real estate brand. 
• Make sure the audience setting on your posts is “public.” 

5. Check your analytics

Many real estate businesses struggle with measuring ROI on social networks. Even for seasoned digital marketers, the collection of data is one of the most daunting tasks. But it’s important to gain insight into the who, when, and where of your Instagram traffic. 

Use Instagram Insights to learn more about the people interacting with your luxury real estate brand on Instagram. You can also see which posts your audience sees and engages with the most, as well as a breakdown of demographics. Analyzing your posts will help determine what’s working for your brand and where changes need to be made.  

Need help getting started with optimizing your digital marketing efforts? We’re here to help. 

Related posts: 

• 5 Real Estate Instagram Accounts You Should be Following 
• Measure Social Media Success in Terms of Potential, not Dollar Amount 
• How to Measure Social Media ROI with Google Analytics for Real Estate 

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When Traditional Real Estate Marketing Methods Stop Working, Try Digital Marketing

by Elizabeth Hines | Aug 8, 2017 | Blog, Content Marketing, Real Estate Marketing, Residential | 0 comments

A new digital marketing program helped one real estate marketing firm reinvent itself after traditional methods proved ineffective.

A prominent real estate marketing firm was experiencing an all-too-familiar predicament: They had a great product that, for some reason, was not selling. They had been following their traditional marketing regimen; however, something about the purchasing landscape seemed to have shifted, and in a way that rendered their methods ineffective.

Then, a new content marketing program changed everything in just a few months. For the better.

The firm’s business was real estate marketing, and their great product, a community of new homes in a highly desirable location.

Real estate, like so many other sectors, has experienced a major shift in buyer behavior in just the last two decades, with the majority of research being conducted online. The firm realized that a digital marketing strategy, unlike traditional print ads, could better reach a wider audience of potential homebuyers.

In less than 90 days after implementing the new content marketing program, sales increased by nearly 40%. Within the year, social reach grew by 325%, web traffic by 250%, and sales by 300%.

Download this case study to learn how the firm achieved such remarkable results.

Related posts:

• 5 Tips for Building a Successful Real Estate Social Media Marketing Program
• Using Content Marketing to Market and Sell Luxury Real Estate
• Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days