When it comes to talking about real estate search engine optimization, agents are often told a lot of information that's frankly bloated.
Sure, there are over 200 things that impact Google's page rankings.
And you'll hear tons of things from the experts over at Moz that confusion about 'technical SEO.'
But here's the truth:
It is possible to build online lead generation pages in real estate that get free traffic from Google rankings.
And you don't have to be an expert to know how to do it.
So, today I'm going to try my hardest to break down what I did to get 15+ leads in 1 month through writing 1000 words and adding some lead capture to a webpage.
Step 1. Finding The Hole In The Market
Ok, the first thing I did was find a neighborhood or community around me that a big portal wasn't on the first page of Google for.
The quickest way to do that is by finding your local home builder's website.
Once you're on their website, you'll find all their communities that they've built homes for. The cool thing is that most of these will not have Zillow on the first page of Google. And will have very little SEO competition for them.
Here's an example:
You see all of those red boxes around the community names? Those are potential keywords that you can use to replicate my results. Simply type those into Google and try to find one that has very little competition on the first page.
Here's one from above that I found having little competition:
As you can see, this first page of Google isn't as crowded as terms like "Kansas City Homes For Sale" or "Dallas Real Estate Agents." This is fantastic news!
After you find a term like this, we then start the ranking process.
Step 2. Creating The Content & Page
Now that we have found a neighborhood, condo development, area of town, or loft complex that you'd want to get buyers from, it's time to create the content.
Like I said above, SEO (search engine optimization) is how we can get our page to the front of Google. And once it's there, we will get traffic or visitors to our website.
There are tons of things that go into getting your website to be on the first page of Google. But my formula only involves 4 of them.
- 1,000+ Words Of Content
- Local Video Content
- Local Photos
- Adding several backup pages that describe the area from your blog
Here's the page I built with Easy Agent Pro's LeadSites to get:
Let me explain all of these items to you:
The first thing you'll need to do is write around 1,000 words of text describing the neighborhood, community, or area you've picked. If you struggle with writing, try recording yourself speak about the area for around 6 minutes. The average person will speak around 1,000 words during that time. Then, you just have to transcribe what you said.
If you need ideas for what to write about, you should cover the local amenities, nearby attractions, restaurants, school rankings, and parks.
Still stuck on what to write about?
You can just head over to Yelp.com and see what others are saying about the area. There will be reviews and rankings for nearly every attraction in the neighborhood. Re-write what they say in your own words!
Next, you'll want to make a video mashup of images from the area. You can get them made on Fiverr.com for $5 if you don't know how to use iMovie.
You'll also want to upload those images you take to your site's page in a gallery somewhere.
Now for the special juice:
The thing that makes these pages really work is the addition of content on a weekly basis.
I add 300-400 word "mini-blogs" to my LeadSite's blog section on a weekly basis to get the rankings. Here are my results after just 1 month:
The page 1 rankings for my main keyword are mostly due to adding a very short blog post to the site every week. This small addition shows Google that the site is active and a quality site to send traffic too. You'll want to be sure to link back to the main SEO page on your site from each of these mini-blog posts.
I'd add one per week until you are completely satisfied with your rankings.
Step 3. Lead Capture Ideas
Finally, the most important part of all of this is capturing the leads.
My LeadSite connects directly to my Top Producer CRM which means these leads can be immediately texted and followed up with my buyer lead automations.
That being said, you'll want several different types of lead capture for your SEO pages.
This one goes either way. If the neighborhood is in a place that has plenty of properties listed in the MLS, you'll want to lock down your IDX lead capture. If the neighborhood doesn't have many properties there, I'd leave the IDX lead capture off this page.
On-Page Optin Form:
The main thing you will need is a standard lead capture form on your page. My example above has a name, email, and phone number slot. On LeadSites, you have a contact form like that built into every page and links to several other appointment scheduling pages.
You'll want to make sure you optimize your SEO page to have easy to use forms that integrate with your CRM. If you don't do this, you'll lose out both on the number of opt-ins. And if it doesn't integrate with your CRM, then you'll take a longer time to reply to your leads.
Optional Bonus Content Download
One of the best ways to capture leads is with a free bonus download. I didn't use this method on my landing page above. But if I would have, there surely would have been more leads.
This method of lead capture is where you trade a bonus downloadable PDF in exchange for contact information. You typically put a button on the page that opens a form. And then emails the lead the PDF after they put the correct information into the form. The SEO page above uses just the on page optin form. If I had enable an IDX lock down, popup, or bonus content download, I surely would have gotten more leads.
I hope this helps you see the potential out there in your market for search engine optimization. And that you can use one of the several examples I've given in this blog post to get your own results. SEO can sometimes be a confusing topic.
If you have questions about this post, feel free to email me at email@example.com and I'll try to get them answered for you.
Tyler Zey writes about real estate over at East Agent Pro. He's passionate about helping Realtors see success online. (You can register for his free real estate marketing course here.)