growing your online footprint - may webinar

Growing Your Online Footprint


A New Solution Courtesy of the Total Expert Team

The Diamond Strategy 4 Keys to Market Domination

1. Online/SEO

2. Social

3. Print

4. Community


Two Vital Goals Met With this Strategy:

Building trust with your customers.

Maximum exposure for your brand.


What we are covering today: How to develop a website that will

attract, capture and WOW new leads.

What you need to do to ensure that search engines are finding – and ranking – your site.

Best practices for working with 3rd party aggregates and online lead generation.


Issues and Challenges: Website trends are constantly changing.

How do you stay on top and differentiate yourself from the competition?

The concept of SEO is vastly different from what it was a few years ago, old methods no longer work.

There are too many options for online lead gen. Where do I spend my money? What is worth the price?


Why your online presence is important.

Clients will look you up before contacting you. 43% of home buyers start researching online. 92% use the internet in someway during the

process.

If you don’t exist online, you lack credibility. 80% of potential clients will go to a website to

learn more about a company/agent ONLY after finding them through other marketing channel or source.

Source: 2014 Realtor® Profile of Home Buyers and Sellers


Where to start : Assess your current web presence.

Is it mobile friendly? Does it have the features that your clients are

looking for? Are search engines able to find it? Is the content on your site helpful for your

future clients?

Research your competition. Knowing what your competitors are doing will

help you set the bar – then beat it.

Understand what technology you need to convert website visitors into clients.


Consider Mobile First. Period.

“If your plans don’t include mobile, your plans are not finished.”

Wendy Clark, Coca-Cola


The need for Responsive Design

Reaching your clients where they are. Throughout the day your clients use

different devices. Your site must reach them on every device.

Desktop vs. Mobile vs. Tablet Mobile during AM Desktop during work hours Tablet during PM

Source: comScore Device Essentials Report, 2013



The growth of mobile. 31% of Web Page Views Happen on Smart

Phones (up 39%) 7% of Web Page Views Happen on Tablets

(up 17%) Desktop/Laptop Web Page views down

13% Your website MUST be mobile friendly.

Today’s consumers are dependant on mobile technology.

Over 50% of home buyers use mobile in their home search.

Source: 2014 Realtor® Profile of Home Buyers and SellersSource: We Are Social, Digital, Social & Mobile in 2015 Report



“Mobilegeddon” April 21, 2015 Google announced a

change to it’s mobile search Algorithm. If your site is not mobile friendly, it will be

punished in mobile searches. Resulting in drops of mobile search

rankings and mobile traffic for mobile unfriendly sites.

This is just the beginning. Searches will continue to lean towards

sites that offer better mobile experience.


Build A Website That Clients Want to Use


What Features Clients Want Above all else, they want a high quality

experience. Design should be clean and uncluttered. IDX search front and center – This is why

they are on your site! Updated Listings High quality photos – the web is visual. A way to request more information.

If experience is lacking, they will move on to another site with a better experience.


What Features Clients Want Create content to keep your clients

coming back. And keep search engines happy. Use content to build trust.

What content works best? Focus on your niche.

Neighborhood or location focused content.

Useful and up-to-date content. Go beyond Market Reports. Think about resources your clients could

use during the buying/selling process.


What Features Clients Want The growth of video.

Online video accounts for 50% of mobile traffic and 69% of traffic on certain networks.

Listings that include a video receive more more inquiries than those without.

A distinct advantage. 73% of homeowners say they are more

likely to list with a Realtor who offers to create Video for them.

Only 4% of Agents put their listings on YouTube.

Source: Virtuets, Video Marketing Statistics Report


Features Realtors Need Lead capture mechanism.

The bottom line is your website exists to build your business.

Your site NEEDS to capture leads.

Make the decision about forced registration. Tease the visitor with a few freebies,

then capture information.

Calls to Action are important. Tell your visitors what to do.

“Click here to schedule a visit”


Features Realtors Need Your website should integrate with your

CRM. Once you have a Lead, your CRM can

manage that lead and build a relationship. Use your CRM to move your Leads

through your sales funnel.

We’ve talked extensively about CRMs before – find us on YouTube for past webinar recordings.


Don’t Forget About Search Engines


SEO Has Changed SEO (Search Engine Optimization)

SEO as we know it has changed. Competiveness to get an SEO edge is

high.

The Old Tactics No Longer Work Reciprocal Linking and Link Exchanges Writing Keyword Rich Content More Text = Higher Ranking Paid Links and Linking Schemes


SEO Has Changed Google now focuses on the content

of your site and E-A-T. Expertise.

Do you know your subject? Authoritativeness.

Do others contact you about your niche or subject?

Trustworthiness. Is your content being shared by

others?


SEO Has Changed The overall experience you’re creating

for users is paramount.

Rankings are more driven by visitor behavior than they once were. Is your website mobile friendly? Is your site easy to navigate? Is the content on your site useful?


SEM Opportunities SEM – Search Engine Marketing

Knowing how to optimize your site to help your rankings.

The Google Suite – It’s (almost) Free! Google Analytics

Analyze all your website traffic, find out what works and what doesn’t.

Google Webmaster Tools Connects valuable search information to

your Google Analytics. Helps identify keywords.

Google Adwords Pay to have your links appear in search.


Attract Clients to Your Website


Working With 3rd Party Aggregates

3rd Party Aggregates are here to stay Zillow/Trulia/Realtor.com/etc.

Zillow: 70 Million Monthly Unique Users Realtor.com 1.7 Million Active Listings Trulia: 76% of Users Plan to move within

6 Months

11% of all buyers found their agent on a 3rd Party Site.


Working With 3rd Party Aggregates

How to make the most of these sites. Ask clients to review you on the site. Take advantage of advertizing

opportunities. Follow up with leads quickly and

personally.

Always track your ROI. Buying leads from 3rd parties is more

suited for markets with higher Avg home price.


Understanding Online Lead Behavior

Online leads need more nurturing. Online leads convert between 2nd and 12th

contact attempt.

Keep communication going. Follow up with phone calls. Send property alerts. Use your CRM to assign drip campaigns.

Source: Realtor.com, Tips for Closing


Doing Online Lead Gen On Your Own

3rd Party Aggregates should only supplement your own efforts.

Ensure your website is capable of capturing leads. Use paid social and Google Adwords

to drive traffic to landing pages or featured listing pages on your site.

Always track ROI.


Doing Online Lead Gen On Your Own

Targeting is most important.

For Facebook: Understand your ideal client. Include demographics and social profile.

Income, location, household composition.

For Google Adwords: Understand how your clients search. What search terms do your clients use.


Maximizing Your Online PresenceThe First Step

The Diamond Strategy 4 Keys to Market Domination

1. Online/SEO

2. Social

3. Print

4. Community


Summary: The Keys To Success Build a site clients want. Focus on experience.

Mobile first. Always.

Understand how SEO has changed.

Use Google Tools for SEM.

3rd Party Sites are here to stay. Work with them, not against them.

Only supplement 3rd Party leads with your own lead gen.

growing your online footprint - may webinar

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