In the 452nd episode of Mail Right Now, Robert Newman and Jonathan Denwood delve into cutting-edge SEO techniques for the real estate industry to boost listings, attract clients, and dominate search results. Robert Newman is the founder and CEO of Inbound REM, an inbound marketing company that provides real estate website development, SEO consulting, and services directly to agents and brokers. Jonathan Denwood is the joint founder of Mail-right, a CRM and lead-generative platform that creates fantastic-looking websites through WordPress.
Keyword Strategies
Creating content without search intent can be a waste of time. If there is no demand for the topics, the effort you invested may fail to create desired outcomes. Therefore, it is crucial to research what the audience wants to ensure the content aligns with their interests and needs. In local markets, identifying search intent can be challenging. Many standard tools may not provide sufficient data, but researching the national trends can offer valuable insights and guide you in creating content.
Most agents, unless working with agencies or professionals, struggle to rank in the top 20% for effectiveness. For example, a search query like “best places to find a home in Los Angeles” often shows an AI-generated overview at the top of the results page, featuring links and attributions to credit content creators. Alongside AI snippets, Google frequently includes the “People Also Ask” section, offering more content discovery opportunities.
Google determines the most relevant pages for various topics and directs users based on their search. Google has been encouraging the creation of longer, more in-depth content. Commonly searched questions, such as “Where is the best home in Los Angeles?” or “Where is the cheapest and safest place to live?” reveal key phrases users often search when looking for homes in the area.
New content creators can focus on identifying a broad topic of interest, exploring its related subcategories, and creating content that aligns with those areas, whether in written, spoken, or video format.
Content Strategies
User engagement has become an important aspect of effective SEO strategies as their algorithms now prioritize rewarding high-quality content with high visibility and traffic. Creating impactful content requires genuine passion, which resonates with audiences and drives engagement. Industry professionals like Krista Maysior show how unique, relatable approaches, such as humor in videos, can boost interest and success. However, true engagement comes from focusing on your passions and turning them into meaningful, lifestyle-oriented discussions.
In real estate, lifestyle is key to connecting with clients and engaging online audiences. For professionals unsure about topics to share, reflecting on your reasons for choosing real estate can provide clarity and help create compelling topics to share online. Empathy also helps in understanding and addressing client needs. It’s not writing about your achievements. It’s about putting your mind in the minds of your clients. Identify topics that matter to clients, analyze competitors’ content, and create valuable material addressing the concerns of buyers and sellers.
Furthermore, immerse yourself in environments where potential clients are present by visiting open houses, model homes, and developer sites. These visits allow you to observe, engage, and ask insightful questions to understand buyers’ and sellers’ needs. Spending time at the brokerage and preparing thoroughly enables meaningful interactions when clients seek help. Direct outreach, such as surveys, can provide valuable insights into buyers’ or sellers’ experiences and challenges, helping you address client needs effectively and gain a competitive edge over other realtors.
Google has specialized local search and real estate divisions, integrating advanced features such as IP tracking and content localization, supporting the implementation of Local Service Ads (LSAs). In competitive metropolitan markets, LSAs place agents against numerous competitors but offer one of the most cost-effective methods for client acquisition. On average, participating agents secure one or two leads annually, making LSAs a worthwhile investment.
For those with limited resources, prioriti