Is SEO Dead? SEO Basics

is seo dead

Generating traffic organically and getting a lead are different things, but these are not free. You actually have to do some things that cost time, and time is money. Generating leads means investing your time in building your website.

SEO is not dead, but a lot of people have given up. They don’t build out their websites and instead resort to buying these leads — not that anything is wrong with that. Fewer people are taking the time to build their website, and that’s now how you position yourself to rank.

How Google Ranks Websites

 

Logically, Google would rank a website if they think that it is worthy of being seen by their audiences.

If consumer experience will more likely be excellent on your website, then they would want as many people to see it.

Why? The better the consumer experience on your website, the better the consumer experience will be for Google users.

SEO and Customer Experience

If you’re a consumer, and you’re landing on your website, what kind of experience will you be having? For instance, if you have a certain market or community in mind, you will need to have a landing page made specifically for that community.

Pretend you’re a visitor looking for homes on your website. If you can’t find a particular landing page for a community, you’ll instantly opt out of the website. Sifting through the properties and looking for a specific price range will make consumers impatient.

This is why sidebars exist on a website, where you can list all those communities.

SEO and Its Challenges

The biggest challenge with SEO is that people don’t see its value. They don’t see it as an investment or that they’re going to gain rewards from it in one go.

If more people can see how many leads they can get from it, many people will actually value SEO more. If they can see its value from start to finish, then everybody would be investing in SEO.

SEO is an investment of time where you can expect a rate of return in the long run. Going back to user experience, what if a user clicks on a community page on your website, then they see a video where they can see the amenities and other benefits of living in the community? The experience will be great, so the user will most likely click on the other pages and bookmark your website.

Organic Leads Are Not Free

 

You Have to Build Out Your Website

 

Bad Buyer Experience vs Good

 

Main Takeaways

Google tracks every website activity you have, so they know when your prospective customers are pleased with your website. In a nutshell, these are the SEO basics that may help with your website:

  • Make sure that you’re thinking about the user upon building the website.
  • Build more pages.
  • Long-tailed terms are key. You don’t have to take classes for this. You just have to use infrequently searched terms for less competition and higher potential to rank.
  • Use the sidebars to link to internal pages on your websites.
  • Use external sites to get more traffic.
  • Blog on other sites, and backlink it to your website. Make sure the content is evergreen.
  • Post your websites and blogs on social media.

 

Learn More About SEO, Area Pages, and How to Maximize Your IDX Website

For a deeper dive on how to leverage your IDX website and build out landing pages that convert, watch our Keeping It Real Episode: The Power of SEO and Area Pages w/ Bob McCranie

Published on Jul 28, 2022 under , , , , ,

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Coaching Keeping It Real

Keeping It Real: The Resources To Equip Your Real Estate Team for Success with Sascha Chatman

Keeping It Real: The Resources To Equip Your Real Estate Team for Success

 

 

In this episode of Keeping it Real, Sascha Chatman and  Frank Klesitz, CEO of Vyral Marketing, break down how you can equip your real estate team for success.

Learn more about the resources needed to manage your own team of real estate agents. Of course, a capable workforce is one thing for generating leads and obtaining success in the real estate world. However, having the right resources available is one of the critical factors needed to equip your real estate team for success.

Recruiting Presentation 

Transforming Your Success into Their Success

Creating a Schedule

Buying this Year vs Next Year

Discovery Phase

The discovery phase is meant to determine whether or not the agents being recruited are the right fit for their real estate team while providing the necessary details for the agents to know what their team is about. Sascha first discusses their team goals and strategies to ensure agents know exactly what they're walking into. He also discusses other matters, such as expectations from the agents themselves and their commissions.

The discovery phase may be one of the most important parts of knowing how to equip your real estate team for success. In order to succeed, you need to have a reliable workforce on your side that shares the same goals and is willing to cooperate with the rest of the team to move forward. Having a compatible and efficient team is one of the best resources you can have in real estate, as it can significantly affect your business' productivity.

Ad Educated Buyer is Easier to Work with!

Agent Utility Belt

This is the highlight of the entire video. Sascha compares his utility belt of resources to Batman's belt of tools and trinkets. This belt essentially exists to store all resources and keep them within reach. Don't get the wrong idea, though. It's not an actual belt. Instead, it is usually a cloud or a compilation of all your valuable resources, such as videos, links, and other agent tools. Having a utility belt that is curated specifically for your team and your needs could help increase the productivity of your workflow because you won't have to scavenge for resources when you need them.

Not only does it make you more productive within your workplace, but it also gives off the sense that you are reliable and organized. When clients ask for something, you will easily have it within reach. 

Clients understandably have many questions before closing the deal, so one of the best ways to answer them is to grab a resource from your utility belt. For example, you're talking to a client about title insurance. Instead of answering their questions yourself, you could take an informative video from your utility belt and ask them to watch it. This makes it easier to understand and relate to.

Having a utility belt is a great way to equip your real estate team for success. It also comes in useful during business transactions. All in all, it's one of the best resources that a real estate team can have.

Having the right resources is essential in equipping your real estate team for success. Create an agent utility belt that caters to your team by signing up for the Real Geeks platform today. We provide valuable resources that you and your team can use to achieve the best possible outcome in every situation. Get started with us today!

Coaching SEO Keeping It Real Real Estate Lead Generation IDX

The Power of SEO and Area Pages w/ Bob McCranie

 

 

The Power of SEO and Area Pages With Bob McCranie

 

Do you want more lead traffic to your website? In this latest episode of Keeping It Real, we explore the latest SEO best practices with Bob McCranie. Bob is the Broker Associate & Team Owner at Texas Pride Realty Group - HomeSmart Stars and an expert on utilizing SEO best practices and Area pages in his strategies.

Join host Frank Klesitz, CEO of Vyral Marketing, in breaking down the strategies and best practices behind a robust, high-conversion online presence in today's evolving digital landscape.

Bob on Why Real Geeks:

Bob on Organic VS Paid Advertising:

If you need some help optimizing your site, tips on how to turn up the volume on your current lead flow, insight into different strategies that have provided wins for agents across various markets, -- Check out Bob's Area Page lead generation strategy!

Bob on Optimizing Your Real Geek's IDX Website:

Bob on Attitude & SEO:

Bob on virtual companies & online work:

Top 3 Ways to Generate Lead Traffic & Boost Your Sale Funnels' Visibility in Your Market

Bob, a Brokerage Associate & Team Owner at Texas Pride Realty Group - HomeSmart Stars, shares the techniques and strategies he deploys to increase overall visibility to prospective clients in his market. 

According to Bob, he deploys three unique strategies to get leads. These strategies roughly refer to attraction marketing, SEO & optimizing his website based on popular search engine optimization guidelines, and demographic farming/cultivating his existing audience. 

Let's dive more into these strategies and find out how Bob executes them to get as many leads as possible.

Bob on Attraction Marketing:

Attraction Marketing

Attraction marketing, also called event marketing, is Bob's number one strategy. This strategy is based on the idea is that you don't have to run Ads all the time or cold calls but have people gravitate towards you because of who you are in the community. In the case of Bob, he's a well-known Broker Associate with long years in the industry. Newer agents can begin working on their community visibility by hosting events. 

Bob on the fun of event marketing:

You can draw people to you by hosting events, posting about them on social media, and generally being a social connector. It doesn't have to be a real estate event, but any event that serves as a lure to connect with people.

Bob on marketing his events:

Some of the events you can host include:

  • Kite Flying, BBQs, & Outdoor Events
  • Theater Events, Movie Nights, DriveIns, Concert in the Parks, etc. 
  • Recycling Events, Food Drives, Community Service Events, etc.

Bob on building collaborative events:

Starting successful community events takes consistency and patience. Make a schedule and stick to it when promoting your events. You can put up physical signs around your area. Put up flyers at your local coffee shops and gyms, and utilize social media ads. These have proven very effective no matter which markets you are located in. 

Bob on using creative postcards for marketing:

Putting in a constant effort will build attendance over time, and before you know it, you will have collected a community of regulars at your events that can also serve as a potential client base. Networking greatly helps get leads, even if not by a massive count at first.

Your Website

Bob on the importance of having your own IDX website: 

Bob on making IDX websites work for you:

The second and perhaps most important is internet marketing, specifically SEO. Your primary medium is your Reel Geeks website, which helps you draw in more organic leads. You still run Google ads, which brings you steady business.

However, you must have a website to lead your potential leads and provide them with the information they need.

Of course, just having a website is not enough – you need area pages. Bob stresses the importance of area pages and being specific about where you want your leads to go. He combines social media and SEO, focusing locally on his pages.

No one looks for real estate in the main city. People always look for the suburb or neighborhood they are looking into.

You create business pages for each suburb of the city you're covering. Each page must have a call to action that takes the reader to the actual area page on your website. It has to lead to the direct page for the city or suburb, not the homepage. It helps to pre-fine all searches as much as possible, directing leads where they want and giving them satisfaction.

 

Bob's Take on Ads & Real Leads

 

How Bob Determines His Area Pages

 

Building a Backlink Strategy

 

Backlinks & Area Pages

 

 

Demographic Farming

Bob's last strategy has to do with demographic farming, which is about cultivating or nurturing your lists.

Using Funny Postcards in Demographic Farming:

In this example, he developed his holiday list using postcards sent creatively and in good fun. For instance, he would send a holiday postcard in June or Valentine's Card with a humorous caption. Of the many postcards he sent, the most creative and successful is the tagline, "No, I don't want to buy your house." Bob doesn't want to buy your house, but he can sell it at a 30 to 40% better price than others in the market. The idea is to keep it fun, so people will look at the cards or mail and know what Bob has to offer.

Per Bob's experience, the strategies that can help you bring in leads are – attraction marketing/events marketing, SEO and area pages, and demographic farming. Add them to your process, and you can turn up your current lead flow to the highest volume.

 

Keeping It Real Real Estate Lead Generation

Top 10 Real Estate Objections Answered w/ Jeff Glover

This week’s Keeping it Real features Jeff Glover of Jeff Glover & Associates, giving his answers to the top 10 real estate objections.

Jeff Glover started his Real Estate career at the young age of 19. With a strong focus on learning how to sell, prospect, and present, Jeff quickly became the top agent in his office.

After selling 30 homes in his first year in the business, he was sought out by the largest Coldwell Banker firm in Michigan to manage one of their offices.

Jeff started what is known today as Jeff Glover & Associates, and in 2009, he took his team to Keller Williams. That team is now composed of over 25 agents selling over 1,000 homes per year.

Not only are they the number one real estate team in Michigan, but they've also been recognized locally as "The Coolest Place to Work", a huge point of pride for Jeff, as culture and camaraderie among the team and the administrative staff is priority number one.

Jeff also runs GloverU - a coaching group with free resources such as The Glover Gazzette, a quarterly publication produced by Jeff and his Glover U coaches, and the GloverU Inner Circle Facebook group.

Jeff is on the ground every day with his team and knows the fears of buyers and sellers going into the spring of 2022 as has prepared his latest answers to the top 10 real estate objections.

 

 

Objection #1: Why do we need to pay agents in his hot market?

 
 
 
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“The reality is most consumers right now are hiring us not to sell their homes … but to get it to a closing table … 2/3 of all real estate agent-assisted transactions do not make it to the closing table at the same price and terms as originally negotiated. ” [Jeff Glover].

“That means then, There's more than a 66% chance that you’ll have to renegotiate your purchase agreement, re-negotiate some of the terms with some of your buyers, and that’s where we come in.” [Jeff Glover].

Something that you can highlight throughout each of these objections is what you bring to the table as a negotiator.

Yes, your clients will have to pay you out a commission, but you can get them more money in their pockets at the end of the day.

Almost any objection can be countered by highlighting your strengths as a negotiator and your ability to solve any problems or roadblocks that your clients might come across and not know how to navigate themselves.

Objection #2: Why should I use you and not someone with more years of experience?

 
 
 
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An objection many younger real estate professionals might face is a client looking to choose someone with more years of experience in the industry.

Everyone has to start somewhere, and although years of experience might not be your strength, highlighting your knowledge of digital marketing and how you can create a personalized solution that results in more money in your clients' pockets and bringing strong negotiation skills will open some minds.

Objection #3: I wanna sell but where to move? Where do I go?

 
 
 
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This objection will look different depending on which market you are in. Present a timing analysis to your clients. A timing analysis essentially takes into account the time it currently takes a seller to get their house on the market, get it sold, get their money, and move.

A timing analysis will help your client time the market to get the best price, and avoid running out of time and jeopardizing their plans. This will again allow you to highlight the value of having an experienced negotiator to bring the client’s deal to a closing table and maintain the desired timeline.

Objection #4: Improvements to be made

"Handle the objection, close, pivot if they don't allow you to have the close. Handle objection, close, pivot if they don't allow you to have to close." [Jeff Glover].

 
 
 
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Never handle an objection without closing for the next level. Whether it be booking a follow-up meeting, a follow-up phone call, or signing a contract, never handle an objection without tying a loose end.

There is always an opportunity to close from something. Handle the objection, and if they don't let you close that means changing the discussion towards solutions.

"When all else fails I wanna get in front of someone, especially in a listing scarce market!" [Jeff Glover].

 
 
 
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Another great way to answer objections is by creating a value-add. Jeff’s example of a value-add that he deploys is creating a landing page (improvemyshelter.com) where prospective clients can book a virtual property evaluation/walkthrough.

 

You can create many simple value-add landing pages where you can place prospective clients into your pipeline who might not be ready to sell just yet or need to make some improvements to their homes.

Better yet, be the one to consult these clients on what additions to their home yield the most value through a landing page consultation of your very own.

This not only places more prospective clients into your pipeline but provides an opportunity to add value and become an authoritative figure in your client’s home selling or home buying process.

Objection #5: I want to hire family or someone I know

Clients wanting to go with a family friend or family member is a common objection but often not the best match. It’s been said it's better to not mix business and pleasure and when it comes to real estate it's often best to go with a neutral party.

Helping your client see this is best done by hitting on the previously mentioned: “2/3 of all real estate agent-assisted transactions do not make it to the closing table at the same price and terms as originally negotiated. ” [Jeff Glover].

Objection #6: I just need a buyer.

 
 
 
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“You want a diverse group to role play with. Do this by getting to events and role play with people not like you! ” [Jeff Glover].

 
 
 
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Objection #7: Zillow Says

 
 
 
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The Zillow Objection - this one is very common, always check on Zillow before you meet with prospective clients and know what the prospective client’s information on Zillow says.

Consumers respect and trust Zillow so it’s going to be your job to get out in front of them. Check not just Zillow but ALL home evaluation sites before meeting with your client.

Never bash Zillow or any home evaluation site that your clients bring forth, as bashing these resources only makes you look unprofessional.

Instead, come prepared with all the home evaluation stats to your meeting and hit on the point that although these sites might have an estimate on what a home is worth, these sites have not seen the inside of the home or been around the property, and often that is where much of the discrepancies are found.

Objection #8: Will you reduce your commission?

 
 
 
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“No. But I will get you more money through driving more traffic. Traffic is leverage … leverage is all about getting someone to pay a significant amount over the value … with propper traffic and negotiation strategy I can net you 10k,15k, 20k more ” [Jeff Glover].

Saying no takes confidence, and it might take you years of practice and roll playing to build the confidence to say no but being able to do so is what makes you a pro.

Whenever you are handing down an objection of your own always come back with something you can do so it’s not tense or awkward and your able to keep the conversation moving.

Objection #9: But other agents will take less!

 
 
 
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Similar to the objection above, whenever you are handing down an objection of your own always come back with something you can do.

Always start with a statement of agreement or acknowledge how the client feels. 

Objection #10: Buyer-side Objections - We don't wanna compete with multiple offers.

Always start with a statement of agreement or acknowledge how the client feels again with "I can see why you feel that way" and touch on contingencies, bidding wars, and other current events that have clients worried.

Close with what you can do, touch on the advantages of the current situation like locking in a lower interest rate, etc.

Jeff noted this is a great time to bring out any value adds like before -- He uses a Buying Power checklist that anyone can receive by texting the word: "BUYER" to 55444.

This value add is similar to what Jeff uses in his buyer consultations and places new buyer leads into his pipeline for down the road. 

Real Geeks' Real Estate Cost Per Lead Breakdown

Throughout our masterminds, exchanges with real estate industry professionals on The Keeping it Real podcast, and our every day, — a metric that everyone agrees is key to formulating your route to success as a real estate professional is the cost per lead metric.

Understanding your cost per lead metric will help you assess the amount of inventory in your market, understand your clients’ and prospective clients’ needs, assess where clients fall in their buying or selling cycle, and better understand your market. With your cost per lead metric, you can create a budget and a plan for any market or season you find yourself in.

Fill out the form below to receive an instant download of The Real Geek’s 2022 CPL Report that breaks down the cost per lead in the top 10 most prominent markets of the last year, the top 10 lowest cost-per-lead markets of the previous year, and the cost per lead breakdown of the 50 largest markets of the previous year.

Through our work managing Google and Facebook ad accounts for hundreds of real estate teams across the USA and Canada, Real Geeks can get a unique perspective of the market as a whole. Based on what we’ve seen, now is the best time in history to start investing in PPC leads.

Once you have assessed the cost per lead in your market, there are many ways to apply this metric to your strategy. Last week's Keeping it Real: How to Generate Seller Leads in Low Inventory Market w/ Lisa Chinatti & Jason Posnick, Lisa and Jason address the current issue of low inventory markets. As well as, break down the most effective approaches to 5 different lead sources and how to create a plan that meets your needs regardless of which market you are in.

 

 

In addition to constructing a strategy in response to low inventory markets and examining different lead sources, lead flow is also a factor to consider. If you have a small real estate team or have become overwhelmed with the number of incoming leads, you can deploy a texting assistant like Real Geek's Robin Geek AI to your workflow. Also, check out Keeping it Real's: How to Hire a Virtual Assistant to Cold Call Homeowners for Seller Leads w/JP Wells.

 

 

If you are getting started with building a workflow, check out: 4 Drip Campaigns You Can Activate Today and Get Huge Response, where Greg Harrelson & Abe Safa break down their favorite drip campaigns you can activate today using your Real Geeks workflow library, as well as a drip campaign of their own. 

There are plenty of ways to take your cost-per-lead metric and create a bulletproof lead workflow that works for you or your team. Check out our Keeping it Real: Bulletproof Real Estate Lead Follow-Up Plan w/ Brendan Bartic. We sat down with Brendan to discuss how his Denver real estate team sold 230 homes last year. He broke down his "bulletproof" real estate internet lead follow-up system.

 

 

If you’re spending money to generate online buyer and seller leads and are not happy with how many people respond to you or book an appointment, you’ll learn how to improve your results with our Keeping it Real: How to Convert More Online Buyer and Seller Leads to Appointments w/ Anna Krueger.

 

 

Coaching Greg Harrelson

4 Drip Campaigns You Can Activate Today and Get Huge Response

Greg Harrelson & Abe Safa break down their favorite drip campaigns you can activate today using your Real Geeks workflow library, as well as a drip campaign of their own. 

 
 
 
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Mind the capture to contact ratio.

“So many people focus on the conversion ratio between the contracts that they get meaning: their new leads and the contracts that they write – But I’ve always believed that there's a different ratio you got to focus on … All of us want to write more contracts … but sometimes don't realize how to influence that number.” [Greg Harrelson]

“How many [leads] are you actually talking to? Within those conversations, you are able to determine where those people are in their buying or selling cycle, which gives you a much clearer picture of whether your Ad spend is working or not. It gives you a better picture of how full your pipeline is, which will help you make better decisions.” [Abe Safa]

This is particularly important to keep in mind, especially when using this first drip campaign.  

Buyer leads no contact after the first attempt

“This one campaign, in my opinion, we have tracked more influence on our ROI and our conversion, because of this one campaign.” [Greg Harrelson]

The campaign: 8 steps. 8 messages. 48 hours. 

Regardless of which drip campaign strategy, you adopt the goal of all outreach should be to personally talk to as many of your leads as possible. 

“My opinion is we shouldn't use auto-responders … I understand sometimes we are on appointments and we cannot take calls … but I’m not a believer in using auto-response all the time … I rather you be the person that communicated to them. ” [Greg Harrelson]

Greg and Abe both suggest using the Double-Dial technique (Call a lead – if they don't pick up, then hang up and call them back immediately.) This will help your pick-up rate tremendously as most people who screen their calls pick up on the second call. Both Greg and Abe note to always double-dial prior to deploying any drip campaign. 

Buyer leads- inactive last 6 months

“We kick off this workflow every single week to anyone who meets [the] criteria, and there's not a week that goes by where these two things don’t happen: 1: We identify a lead that we can now work with that we thought was inactive. 2: We identify a lead that we thought was inactive but was active and bought through our competition.” [Greg Harrelson]

Set the leads that purchased with someone else up on a market report for where they bought and they can later become a seller.  

“Just because someone is inactive in your account, Let’s not assume they are inactive in general. I assume they are active, I’ve lost their attention, and I need to win it back ” [Greg Harrelson]

Select this workflow from the Real Geeks library, set the advanced search filter to: all leads inactive last 6 months, and begin the workflow. This workflow gives more attention to the leads you already have, bringing your ROI up and your cost per lead ultimately down. 

Buyer Leads - Active Buyer Unresponsive (no follow-up)

 
 
 
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This is for those leads who are active, you can see their actions on your Real Geeks site, but they are not picking up the phone whenever you call them. 

This workflow is 5 messages over 24 hour period. 

“Every person that we call a lead, I believe someone else has the same lead if not  3 or 4 more websites have the same lead … You’ve got to do something to stand out and this workflow would be a way we would do that. ” [Greg Harrelson]

General | Follow up Workflow to database

Unlike the above, this drip campaign is not found in the Real Geeks workflow library. Greg and Abe both use this workflow in-house. 

This simple workflow consists of two text messages, and one email. The messages whether text or email should contain a video component.

“You really need to start incorporating some video in your texts, in your email templates, in your workflow templates, because that really helps you stand out. ” [Greg Harrelson]

Greg and Abe both highlight the use of the Real Geeks’ video tool where you can embed introduction videos, FAQ videos, and other information you want to send your leads in text and email templates.  

“When it comes to using workflows don’t get attached to their response … I see a lot of agents get frustrated when they get a lot of ‘No’s … all that means is they're not interested at this present moment. The whole objective of using these workflows is to get someone engaged in a conversation … Engage them over time and then be there when they are ready.” [Abe Safa].

Ultimately, adapting each one of these workflows and personalizing them with embedded content of your own will not only extend the reach of your pipeline, but it will assist in maintaining and providing value to the relationships in every part of the buy and sell cycle.