Before you can even think about converting leads with your real estate brokerage website, you must work on building traffic to it. There are two ways to get visitors to your site.
Building Traffic
Getting found on a search engine (Google) is a long term content marketing strategy. Being rewarded with organic traffic comes only after adding consistent, relevant, timely, keyword optimized content. Optimized content for your brokerage website should be geographically focused. Organic traffic works similarly to compound interest in regards to time, consistency, investment and rate of return.
Local, organic traffic can be, and should be approached using two different content marketing approaches.
Real Estate Market Content Marketing
- Market Reports
- Open Houses
- Foreclosures
- Price Reductions
- Just Listed
- City or Zip Code focused Price Range content
Community Focused Content Marketing
- Events and Activities
- Restaurant Openings and Reviews
- Community News and Issues (Check out NextDoor for ideas)
- Small Business Spotlight
- Parks and Recreation
- Breaking News and Local Issues
Driving Site Traffic
The quickest way to convert leads from your website is to drive traffic to specific content pages. Driving traffic means that you “push” or “send” traffic to your real estate brokerage website.
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Here are a few examples of ways to drive traffic to your site:
Print Marketing
- Just Listed and Just Sold postcards
- Door hangers / Door knocking flyers
- Open house flyers
- Newspapers/ Local Publications
- For Sale Signs
- Business Cards
Online Marketing
Discovering what message is most effective and how to deliver that message is the hardest part about driving traffic to your website. Organic search will attract traffic that is already interested in what you’re offering, or the reader would have never made it to your site in the first place.
When driving traffic, you may have to test several different campaigns and messages before you identify the most effective message or offering for the marketing or advertising vehicle you are using.
Traffic alone will not result in leads from your Real Estate Website, this is only the very first step, the ticket to the game. Once you have sound strategy for getting traffic to your website, the next step is delivering the right message to the reader/visitor.
Read Next: Capturing Interest On Your Real Estate Brokerage Website
