Today, I want to talk about what you should be doing with your real estate agent website. I’m going to do an overview in this video, and then I’m going to break them down for you in this series into individual components, so you can get more of the real deal application, and “how” to in those other videos.
Hello, everyone, it’s Lori Ballen, and today we’re rolling into a new series playlist here called What Should I Be Doing With My Real Estate Agent Website? For those of you that are new to me, I own a real estate business in Las Vegas, Nevada, called Lori Ballen Team. We serve Las Vegas, Henderson, and North Las Vegas.
Generating leads online
I generate all of my leads from the internet. This is a combination of everything from the search engines, which is something I live in and love very much, social media platforms, and social media marketing, including paid advertisements, pay-per-click marketing, such as Google AdWords, and I do a large amount of business also through real estate agent referrals that also come through the internet.
I still count those into my web lead bucket, because that’s how they all transpire, and that’s generally how the agents are finding out about me.
I feel very passionate about generating leads online, and especially for real estate. I do happen to also own a marketing company called BallenBrands.com, and we actually build real estate agent websites that are WordPress powered, and IDX driven, and they’re both buyer and seller lead generation systems.
We also manage pay-per-click services and help you write your content for your website. If you are looking for more help with your platform, or you just don’t want to do this stuff yourself, and you’d like to hire out pieces of it, check us out at BallenBrands.com or call 702-917-0755.
I also have several Facebook pages, and Facebook groups. Then, I have a training system at RankLikeABoss.com. There are lots and lots of ways that you can take this journey, and learn right along with me.
The main focus of this series is to help you realize what content can help you generate traffic to your real estate website. These would be things like your real estate market report, explanation blog post of the architecture, and styles of homes, and things in your market.
Then, we also do hyperlocal blogging, which is kind of like being the expert in the area, that would include things like things to do in your area, places to go, holiday, things to do during the holidays, places to take a date, any kind of special events, or covering businesses, parks, schools, all this information around living in your area.
💡 I’ll give you a little tip.
You want to be breaking down your website into geographic locations, and talking about these locations as much as possible. If you’re in an area that refers to Northwest, Southwest, West or East or they’re called by names, certain communities, or Zip codes, you want to be building lots and lots and lots of content around those hyperlocal areas, that will include both real estate and general hyperlocal information about those areas, which I’m going to break down on in this series as well.
Content, in this particular case, is going to be written content in the form of blogs. Those can also contain video, and they can contain podcast, and decks, slide share type things, all of those could be included, and we’ll break those down when we get into the different media options when you’re creating your content.
For me, every day when I get up, my morning is spent typically in real estate lead generation. I’ll give you an example, a real-life example. This morning I did a real estate market report on a particular community. I really want to rank higher for Anthem Country Club, this luxury community in my area here, in Henderson, Nevada, which is about 40 minutes away from Las Vegas.
I did this little real estate market report linking to the other pages on my website and linking to the one I want to rank higher. (This is a purposeful strategy). Then, I took this blog post, and I put it on a real estate blog platform, I put it on a Facebook article, I put it on a LinkedIn article, I put it on a press release article, all linking back to the main Anthem Country Club page I want to rank for.
This page has a rel equals canonical tag, for those of you that wonder about duplicate content indicating to Google that this is the primary source, which doesn’t always mean they’ll rank this page over another, but it does tell them that I’m aware that there’s duplicate content on the web, this is the one that is the original, and that’s how I kind of rolled this out.
They work tremendously well to generate backlinks to your website, to get more traffic, to get more eyeballs.
Then, what I have, and I’m going to cover this in-depth in another series, I have an automation set up here. What’s important is, after you create the content, you’re going to want to be broadcasting, and publishing about your real estate agent website. That means getting it out on social media platforms.
What I have is, I have something set up through Zapier, which you can find right here, zapier.com, and through Zapier, I have these little zaps, and it basically is like an “if this, then that” software.
What it does is through Buffer, which is a social media posting tool, sets an automated process that say if I publish a blog post on my WordPress real estate agent website, then through Zapier publish it to Buffer and put it in the queue.
It also has analytics, which are pretty cool, that show you how many comments you got, how many likes you got, how many clicks, what your reach was. For those of you that are studying that kind of thing, your analytics are able to do that.
Then, you can also sort these by the most popular posts, and then re-Buffer them. I can say “Okay, out of the last 30 days, which ones got the most clicks? Which ones got the most comments? Which ones got the most shares?” I can re-Buffer it, and it’ll send it back out.
But, this is all done through my automation software, so that I’m not sitting there worried about where I’m going to make my next Facebook post, or my next tweet.
Of course, you do get less organic reach when things are posted through a social posting tool versus natively posting on the social media channel.
I don’t have the time to sit and post everything organically on Instagram, and on Twitter, and on Snapchat, and on whatever.
This is the lesser of the evils, I guess, is to have this automation software set up. If I really want to get organic reach, and I’m going to go in there and just make a straight post, I’m going to not include a link, probably, and generate comments, and clicks, and shares, then maybe put some links in the comments versus in the actual post, but that’s another video altogether.
Again, what you should be doing with your real estate website, building out your community pages, real estate blogs, including real estate market reports, hyperlocal marketing, and sharing out through all of your social networks, and re-blogging, republishing on other blog sites, where appropriate, and how appropriate, such as ActiveRain, the real estate channel, LinkedIn Pulse, which is a free blog, Medium, that type of thing. Again, in this series I’m going to cover how to do that specifically.
Home Value Estimate Offers
What else you should be doing with your real estate agent website? You should be offering a home value estimate. As I told you, my company [eafl id=”11637″ name=”BREW” text=”Ballen Brands builds these real estate agent websites”], and the one you’re looking at is called BREW, which stands for Ballen Real Estate Website, just think about it like a cup of coffee, this is your BREW.
With the BREW, we integrate a home value estimation tool, we work directly with Listing To Leads, and the way we set up all of our websites, you actually own your own website free and clear, it’s yours, we’re not going to keep you into any kind of contract, we help you build it, and it’s yours.
Then, each one of the third-party services that provide anything on the website, such as this home value estimation tool, [eafl id=”12368″ name=”Listings to Leads” text=”Listings To Leads”], you set up your own account with them, you pay them however much you want to pay for the tool, they have a bunch of different tools, and different levels.
Then, we, at Ballen Brands, integrate it for you, we put it all together for you on your BREW website.
It allows you to have an instant home valuation. The drawback is, the home valuation tool is powered by Zillow, this is where you can all boo if you want to, meaning the actual home value estimate part that comes in after the fact.
But, here’s the deal, everybody knows now that you can go online and get a home value estimate, and they also know that Zillow is the primary one that provides those, so they actually Google all the time Zillow home values, how much is my house worth Zillow, that type of thing.
I always look at, if you can’t beat them, join them. You’re not paying Zillow, you’re paying Listings To Leads for this particular tool.
I’ll give you a little link, and some of these links will get you a coupon, or a discount, or an extended free trial, some of them don’t do anything but try out the link.
Some of them are affiliate links that also benefit me, try them out, set up your trial.
You want to be offering a home value estimate because people are going to go get one.
You might as well be the source.
Through our Infusionsoft platform, we have an email and a text that automatically goes out to the client saying “Hey, you requested an estimate, and here’s why it may not be accurate.” We’re not doing a bait-and-switch, we’re saying “We gave you the estimate based on automatic calculations, but we haven’t seen your house, and we don’t know what’s really happening in that area.
Zillow is using a much wider area than we necessarily would when we create your home valuation. So, to get a more accurate valuation, call us, let us come see your house, so we’re not in the business of bashing platforms like Zillow, but, we are saying ‘Hey, it’s probably not the most accurate way to get a home value on your house.'”
People respond well to that, and we’ll do it on video, and through text, and through email in our followup systems automatically.
You definitely want to have this, you want to have call to actions all throughout your website that say “Find out what your home is worth.” In fact, if you look at our website, up in the menu, we have “House Value Offers” on every single page.
Then, we will also include those calls to action within our blog posts, and pages that say “Hey, take our 15-second home value estimate.” Even right here in our little grid, and you can see this on a mobile device, it looks fantastic, you can see the estimated home value, let me see if I can shrink that down for you there, okay, there we go. This is what it’s going to look like on mobile.
They have this little search widget that stays on top of the website, which by the way, gets most of the clicks on almost every page. Huge value right here. If you haven’t done this yet, you want to get one of those widgets to stay on the top of your page.
Then, they have the estimated home value they can click on to find out how much their home was worth. We’re constantly focused on buyers and sellers when we’re building our website, although yes, the primary is always going to be buyers searching on the web first.
But, when sellers do want to sell, they start looking up home prices, and home value, so you want to be there when they start searching for you, right? That’s another thing you want to be building out on your website.
You also want to be building out homes for sale pages by feature, by price. These are different than community pages, where you’re talking all about a community, and what the community offers, and when it was built, and the location, and the schools.
No, these are just IDX pages, these little houses, the grid here, this is being fed through IDX, which is your Internet Data Exchange, listings go into the MLS, they syndicate out, they’re part of this IDX system, and on your website you’re sharing this inventory as is every other real estate agent, as long as you have IDX in your area.
Those of us that can build out these great pages, and I will tell you that these do really well on advertisements, Google Ads, Facebook Ads, Twitter Ads, Pinterest Ads, any of your kind of social ads, these do really well organically on the search engines for those that have a good search engine visibility, or that you’ve built up some search engine recognition.
You can rank for these pages as well when people do these searches. They’re really simple to build out, these are not complicated, but they do take time. You can’t just rely on a search widget provided by your website developer that everyone has. Those are not going to land you on the search engines.
We take the time to build out all of these pages, Las Vegas homes under $500,000, and then you can sort them by bedrooms, or by bathrooms, or by features. If you click up here on my homes for sale page, you can actually see the larger section. You can browse by price, number of bedrooms, the area, bathrooms, community, energy description, features, financing, golf, homes near a particular location, like we do really well with things like homes for sale near UNLV, homes for sale near Zappos, homes for sale near the hockey stadium etc.
Anyway, any of those good sports, homes for sale near the sports stadium, these are very popular. Homes for sale by levels, which means single story, two-story, three-story, four-story. Subdivision, homes by parking, which is interesting because this is going to show you three-car garage, four-car garage, electric car parking, RV parking, tandem parking, underground parking.
What a lot of people don’t realize is that you can build all these pages out, as long as your MLS has the field, and you’re working with an IDX provider that allows you to pull in all of these fields, you can build out all of these special things, that they’re not going to find on a standard search widget.
What that does is it positions your website as more of the authority, and more of a valuable resource for them to go to.
Building out all of these homes for sale pages is key if you want to be working on your real estate agent website for value, for search engine rankings, for social shares, all of that.
What else should you be doing with your real estate agent website? Paid advertising. This would be Google AdWords, it could be Bing AdWords, it could be Pinterest, Twitter, it could be LinkedIn, there are so many advertising platforms, I just threw out a few of those, of course, Facebook, and Instagram, and things like that.
There’s a lot of organic-focused companies that rank very well organically on the search engines like my website does, that we don’t necessarily put large budgets in the pay-per-click marketing (yet).
The nice thing about it though is, it is a lever that you can pull if you need to get more leads.
I’m getting a few hundred leads a month organically through Google, Bing, the search engines, let’s just say I hire a new agent, and I want to get them up running quickly, I could put $500, $1000, $1500, whatever I want to put, more towards paid advertisement, and pull those leads up, if I wanted to.
Let’s just say I’m not ranking organically as well as I would like for this new luxury community that I want to rank for, so I’m going to do some paid advertisement for that community, so that I can start generating some traffic there, well, and building the organic searches, that’s another reason to be building in your pay-per-click marketing.
Pay-per-click marketing, like on Google, would look something like, let me just type in San Diego waterfront homes, for example, it’s going to be this, ad, ad, ad, ad, things like that. As I said, you can spend money marketing videos, YouTube has a sponsorship, there’s all kinds of places where you can spend your advertising dollar.
If it makes sense for you, adding in pay-per-click marketing, Facebook Ads, banner advertisements, that type of thing, I’m not a big fan of banner advertisement, but there are some that work in the display network with the search engines as well, and actually with Facebook and Instagram. You can have your brand show up on other display partners. I’m going to cover that in another video as well.
Another thing you should be doing with your real estate agent website is using video as much as you possibly can. Let me show you this one, here’s an example of a blog post. This is a hyperlocal blog post. I wanted to do an article all about eating vegan in Vegas, and the vegetarian style eating.
Here I’ve got this great blog post on the different locations, the really popular places that they can eat. Then, I’ve included a video here that they can watch that shows a couple going all around Las Vegas eating the vegan style.
What’s interesting about this, a lot of people don’t know that you can actually use other people’s video on your website, because YouTube has a permission to share on their platform. If the person has not opted out of that, where they opt out to allow embedding, they’ve left it in, you actually have the permission to embed the video on your website.
You can’t change the video, you can’t edit the video, but you can embed it. What embedding video does is it increases dwell time, which is how long somebody spends on your website. This is a real positive signal to Google, it’s a quality signal, the longer somebody spends on your website.
We want to encourage somebody to stick around, we want to make these visits longer. This is a really important component. I include video anywhere I can, and anywhere it makes sense. I will talk about it in this series, where to get ideas for blog posts, and videos, and things like that.
If you want to make your own videos, fantastic, if you’re out in the field, and you’ve got the ability to create your own videos, they don’t have to be fancy, you don’t have to use a green screen, you just have to make the darn videos.
I would tell you that lighting and audio are your two biggest issues, so if you’re somewhere where it’s dark, a little light would be beneficial, and I will talk about some of the tools that I use in another video as well.
But, audio is a really big deal. Little microphones, really simple. But, other than that, you really do not need to worry about getting fancy, most times your iPhone is going to be perfectly fine to record your video as is, especially if it’s the daytime, and it’s sunny, I think you’re going to be good to go. Using lots and lots of video, okay?
Here’s a great playlist on Youtube that will get you going with Video.
What else should you be doing with your real estate agent website? You should be gathering reviews. This is another super, super positive signal to Google. This is a quality signal when you are gathering reviews. One of the mistakes that I see agents make is it they gather all of their reviews on a platform like Zillow. They aren’t gathering them anywhere else, that’s their primary source.
One of the reasons why real estate agents do this is because they don’t want to give the client too many choices or they’ll lose them. I agree with this, I think it’s really important to pick a primary spot to gather your reviews, and then, have your second and third for those that will leave it in more than one places, I could talk about in another video how we set up our Infusionsoft campaign for reviews to allow for that, where we’re using multiple emails, instead of trying to get everything all in one shot, we’re backing it up with supportive emails after the fact.
Another reason why they gather all their reviews on a platform like Zillow is because that’s where the buyers are. I’m not opposed at all to gathering reviews on there. If that is where your dollars are going, or that is where your leads are coming from, of course, you want to stack reviews on there, it makes perfect sense.
But, I would suggest having your own collection of reviews, even if it’s a one-line statement from your client, you could literally ask”Hey, if you were to give us one sentence, one sentence about Krista, on my team, that you worked with, what would it be?”
Krista Porter was a pleasure to work with! She is very helpful, informative, and was kind enough to work around our schedules when it came to looking at places. More Reviews
You can get one sentence, and you can get that by sending an email saying “Hey, can you give us one sentence?” You could stand there and ask them, you can hand them a notepad “Will you write one sentence?” Don’t make it harder than it has to be.
Then, on this particular website, again, this is the BREW that we build, we have a section for reviews, where we can actually go in, enter the line that the person said, and if they gave us more than a line, that’s great, we can add a picture, either of them, or if we don’t have a picture of them, we’re using these little clip-art photos, which work well too, people with thumbs up, or five stars, as long as there’s a photo there for the graphics.
It is so easy. This is not as challenging as you think. Agents make this more difficult because we’re trying to get people to log in to Zillow, and put your info in there, you got to make it easier.
Now, if you build out this review section on your own website, you now have a chance of ranking when somebody Google’s your brand for your own reviews page.
Guys, this is so important, brand search is huge. You want people googling your brand.
If you’re dealing with something like a seller, and they’re going to go online, and google your name, they want to see if they can find you, and what you’re doing.
If you don’t have any brand reputation, you’re going to have a hard time doing a lot of business. Google has something here, if I’m logged in, let me see if I can pop open this, I’m not sure if I pop open a private window if you can see it. I’m just going to do it from here.
Let’s just say, for example, somebody types in Lori Ballen Team reviews on Google. In this particular case, and you could look at this logged in, or not logged in, so that the personalized search is gone. One of the tops things you’re going to see is your Google My Business page, if you have set this up. You want to set up your Google My Business page, which I’ll go into detail in this series as well.
You can see here, I’ve got 31 collected reviews on that particular page, this is going to help you with Google’s Local Pack on the search engines, it can help you . Google looks at links, it looks at link to reviews, and it also even picks up brand inflection, which is somebody talking positively or negatively about a brand on the internet.
These reviews are growing, and growing, and growing, and growing in importance, people are looking up reviews when they want to find out if they want to work for that business or hire that business. You’re going to see that.
Yelp is a beast, and I don’t actually promote Yelp reviews, I don’t ask my clients to leave Yelp reviews, but sometimes they will. That’s been the hardest one for me to bump out of the search engine so that I can get mine higher than that. But I was able to bump down Zillow and the other platforms.
If somebody were to search my name, my website is right here at number two. You’re typically going to see my own website at number one or number two for reviews, that’s what we want to happen. You want your own website to own the search for your name, and your business as much as possible.
You have to be strategic about doing that by creating all of these pages. On my particular website, the BREW, these reviews are all added kind of like posts, it’s quite simple. Each one of these posts, then, is its own page, and each one of these reviews then ranks individually. It’s really powerful for search engines.
Then, also I have that automation again, set up through Zapier and Buffer, where every time we add a new review to the website, it says if I have a new review added to WordPress, then add it to Buffer, so that it’ll queue and post to my Facebook business page, to my Google Business page, to my Pinterest, to my whatever else, LinkedIn, all those things that are set up in there. It’s automated.
A lot of this work sounds really time-consuming, and some of it is really not, and it’s quite simple. Where content in general, writing a blog post, are going to be much more in-depth. But, don’t worry, in this series I’m going to show to hire writers, so that you don’t have to worry about doing all of that by yourself, there’s this fantastic thing called leverage, and we can go out and find other people to do some of this stuff for us.
We’re going to start off doing maybe some of it by ourselves, because that’s what we can afford, and as we start generating more leads, and more business through our real estate agent website, then we start leveraging out more of those pieces. It’s important for us to start with a great platform such as the BREW here.
If you wind up with one of my websites, the BREW, You’ll have your own paid Clicky account, and we integrate this with your BREW, so that you’ve got some automated tracking in here. What’s nice about this is you’re actually … It’s kind of like using Google Analytics, but it’s a dashboard where you can see all of your websites at once.[eafl id=”11470″ name=”Clicky” text=”Try Clicky”]
Sometimes I need to go over to Google Analytics and drill down and set things up, but this is a great, quick idea of what’s working. On the right-hand side here, I have my content sorted, and it’s sorted by most popular down. At a glance, I can look at my website and say “Okay, what’s working? Let’s take a look at this.”
My blog post about creating luck in a house is number one today, I’m only on today. Number one today. I’ve got a blog post that’s all about the upside down horseshoe, and the Saint Joseph statue, and crystals, and feng shui, and things like that in the house. It’s a very popular blog post, okay?
Then, when is spring break in Las Vegas? That’s a hyperlocal blog post, as we were talking about earlier, with hyperlocal, very powerful, people want to know when spring break is, you’re seeing some hyperlocal stuff. Where to go see Easter egg hunts.
Then, this one is really cool here, this just listed in the 24 hours. This is actually a retargeting ad.
Retargeting is something very powerful that you might want to consider doing with your paid advertising.
What this does for me is it says anybody that has visited my website, or these particular pages, or these particular pages and not these pages.
For example, anybody that visited my website, but did not land on the IDX thank you page, it means they were on the website, but they didn’t register to look at IDX.
Then, I have this retargeting ad that goes out on Facebook that now runs an ad that says “See all homes listed in the last 24 hours.”
They’re constantly logging back in, and the only people that would find that page, because I don’t have it visible to the search engines, are people that have been on my website before, and it brings them back. It’s increasing visits to my website, which one, more reach to that individual potential customers.
Two, it’s also a positive signal to Google, because repeat visits are viewed as a value, another value signal, Google is all about making sure that you have the most value so that it’s returning the most valuable results in a search engine results page for its customers.
That’s also a very positive signal. Here’s my real estate market report, which continuously does well in the search engines, and brings in seller leads. Here’s a real estate blog post, the buyer missed the closing data now what?
Then, I can see where my traffic sources are coming from, so my Google searches are way up, my brand directs, people searching my brand directly.
There are other variations of where direct comes from. That’s up. My advertising is up. My social media is up. My links are up. That’s the kind of stuff you want to see, all that green is good, good, good.
Then, I could see where they’re coming from, United States, Canada, United Kingdom, those are my three primary sources, which helps me know where to spend my advertising dollars, or where to spend my time, where I could scale. Then, you can click on those and drill down even into little tiny individual locations.
For example, cities, Las Vegas, Henderson, Miami, I could start a whole marketing campaign, if I wanted to targeting Miami people, because Miami and Vegas can definitely be people that go back and forth.
Those are important to pay attention to.
I can also look at how people are searching and finding my websites. What keywords are they using? This is only a small piece, it’s not a large, it’s not all of your data, it’s a small piece, but it’s nice to be able to at least see this small piece.
Secure search is all the stuff that Google hides, so we can’t see it, but underneath here I can see somebody searched “How to sell my house with St. Joseph.” “Las Vegas Easter events.” “Real estate price Las Vegas.” “Las Vegas themed hotels.” I can see how people are finding my website, which is nice.
There’s much, much more to this, and I will cover this more in-depth in this series in another video. You definitely want to be having analytics, you also want to take the time to go over to Google Analytics, it’s free, and set up your tracking code, and put that on your website.
Google Search Console
The other thing you want to make sure you also set up is your Google Search Console. Each of these have to be set up. Not your Google Search Console is going to be where Google alerts you if your website has been hacked, or if it’s suddenly not visible any longer, or any other reasons.
You can also, with Google Search Console, measure how your website has been indexed, how it’s been crawled etc. Here you can also look at what your most popular pages are, what keywords are bringing you the most amount of traffic.
Now, trust me when I tell you, if you’re just getting started, this stuff is not going to mean a whole lot to you, it’s going to take time.
You’re going to be building out your website, whether you’re working on search engine rankings, or social media marketing, whatever, there’s a time to start gathering all this data.
At first, you’re not going to have any clue, probably, what to do with the data that you’re seeing here.
But, it’s important to you put in those tracking codes, so that you’re storing it, so when you get to the more advanced level, and you start learning what it is you want to be looking at in a regular basis in these reports, and then what to do with them to scale your website traffic, or to duplicate it in another market, or whatever it is that you might be doing, you’re going to have the data.
But, if you don’t take the time to go put in those tracking codes, you’re really going to be bummed, because you’re not going to have the data to go back and look at.
Another cool thing I really like to do with my real estate website is, watch, monitor my heat maps. This is another more advanced item, but again, if you’re tracking, you’ll have the data when you get to the more advanced. This platform is called Hotjar, and there is a lot different heat map companies out there, Crazy Egg is another big one.
I liked Crazy Egg, I just found it to be too expensive for the page views that I was needing, so I found something more affordable, which is Hotjar.
I’m going to look at all of my heat maps, and then, let me find one that’s got a lot of action on it. Okay, let’s just go ahead and look at this one. Here’s a page on my website called New Homes under $200,000. What I can do then is I can view the heat map, and I’m able to see where people clicked and scrolled. I can look at it on a desktop or mobile, so in this particular case, the smartphone is getting the most traffic, let’s go ahead and take a look at this.
You’re going to find, depending on your market, your mobile is probably getting more views than your desktop.
That’s actually what you want, because what we know is, over 50% of searches now are done on mobile, so if your website is not ranking on mobile, or not being found on mobile, you might have an issue there.
What we want to do is we want to make sure our real estate agent website is mobile responsive, it’s mobile friendly, they’re different things, we’re creating content now for mobile, which we’ll talk about on another video. But, what we have here is I’m able to see, look at all these clicks up here, you guys, remember I was talking about the search widget?
I just don’t talk about things because I think they’re true, I have the evidence to prove they’re true, that’s how I make all of my decisions on how to build out my website further.
We tested this little search widget, and we said “Let’s put the little search widget on top of every page, where it doesn’t move. Let’s measure if our bounce rates go down, if our clicks go up.” Sure enough, they did.
Each of the dots represents a click. When we add them each up, Over 80% of all the clicks on this page are going to this widget. Huge. I mean, massive.
Probably, one of the reasons this is happening, by the way, is because I rank very high in the search engines for this page, even if the term doesn’t match.
This is one of those tricky things when you start ranking on the search engines, sometimes you’ll have pages on your website that rank for all kind of things that may not be as directly related to that page.
For example, if somebody searches “Homes for sale in Las Vegas under $200,000,” they might land on this page, and this page is new homes. They might actually want resale homes, or they might’ve typed in “Home for sale in Las Vegas with three-bedrooms and a pool,” and Google still believes this page is the authority on that particular thing, it happens all the time.
So, this is saving me, because if I didn’t have this search widget here, they’d be bouncing off, they would click back, they would go back to the search engine, they would perform a new search, and that would de-rank me.
Over time, Google would look at that, it’s called Pogo Sticking, where somebody does a search query, they land on a result, they click through the page, they don’t like what they see, and then click back.
That kind of pogo-sticking sends a negative quality, it sends a signal to Google saying “Your website is not quality for that particular search term.” Over time, whatever that search term was, you will start dropping in the search engine rankings.
But, the fact that they stay here, and they click and engage, keeps me ranking for those terms, regardless. I would never know this, if I didn’t have heat maps set up.
This is, again, it’s a more advanced thing, and we’ll cover this in another lesson, but eventually, that’s something you want to have with your real estate agent website. Clicky does offer heat maps, and we’re actually looking at integrating heat maps with your BREW system, we don’t have that now, that we can set up your Hotjar for you, so that you have it.
But, it is something that I highly suggest that you have on your real estate agent website. You want to have your main staple set up, you want a contact us page, you want to have some general seller articles, and some general buyer articles, kind of have a library set up, even if they’re not designed to rank super high on the search engines, you want to have them, and you want to be creating video, you always want to be talking about your website, and driving traffic back here.
I think today, this is a good summary of what it is that you want to be doing with your website. How much and how often is going to depend on your market. How competitive it is, how good the content is that you’re creating.
Some people can do really well once they have built out all those little showcase pages, those community pages. They do really well with just one killer article a month, that’s a 300-word article on owner financing, or seller financing, or the new loan program, or the home for heroes financing, or the best places to live in Las Vegas, or how to move to Las Vegas.
All of those types of things, if you’re doing one of those a month, it could enough, or it could be better than you doing little, tiny, cruddy posts that don’t go anywhere on a daily basis.
We’re going to talk about all of that in this series, so stay with us, enjoy the training. If you want more training at home, check out Rank Like a Boss, my training course, and if you want some help getting this stuff done for you, we are at BallenBrands.com. Please, do remember, Lori Ballen Team, I’m actually with Keller Williams, for your real estate agent referrals.