Whether it’s cheap flights or business class hotel bookings, you know how searchers look hard on Google for the right rates and locations.
And while expedia, hotels.com, trivago, and airbnb are also well aware of the power of Hotel SEO and have big outreach via social media, there’s plenty of opportunity to build traffic for your hotel or B&B Inn.
Today, it’s all about the customer journey, the experience they have while searching. That search may begin with “cheap hotel rooms” but with excellent search engine optimization and expert content strategy, the path that travel consumer takes can be managed. We an show them a better solution than cheapest hotel rooms, New York, or San Diego hotels.
SEO is just the beginning. Content strategy and content engagement pave the way to hotel bookings and revenue
How much Traffic can Hotel SEO deliver? A lot.
In fact, I doubled a major hotel’s traffic and made a big impact on their bottom line. This was traffic generated via Google, Yahoo, direct visits, and other website referrals. Adding a million new visits per year makes Hotel SEO a respected profession. I’d be delighted to perform SEO for your hotel brand.
I do love travel and hotels are recognized as convenient, safe, and comfortable accommodations. Your SEO specialist should have a passion for destinations. My personal favorites are Banff, San Diego, Costa Rica, Whistler BC, and Florida. Any many more locales await!
And while AirBnB has put a good deal of pressure on the hotel industry, hotels have innovated. Years ago, hotel marketing communications were formal and narrow thinking. Yet today they’ve opened up to more personal and creative interactions with travellers looking for fun, helpful and engaging content. There are alternate paths on the hotel customer journey.
Achieving rankings, wide and deep, actually requires a lot of content, ingenuity, and social connectedness. There is original content and then there’s more content that we might glean from your property databases. Whatever can help us generate rankings and build our relevance to RankBrain and searchers.
The strictness and avoidance of risk that major brands have as their achilles heal, is just one area where your small hotel can exploit. On a local level as well, many hotels won’t play the give and take that high performance SEO takes. So whether it’s local SEO or large scale Hotel SEO, there are niches and opportunities where you can beat the big brands and get solid exposure.
What do You Need to Win your Google Rankings?
bold, confident keyword selection (head and longtail both)
clever, engaging content constructed as a whole on your website
high performing EPIC level visual content
high quality, sharable blogs, pdfs, videos, photos
interesting, engaging blog posts using semantically relevant copy
high quality travel-related stories
Good Content for Engaging Behavior
Yes, as I demonstrate in my new SEO Book, there is no dichotomy between SEO and Content Strategy. You can align and combine to make Google and customers have the same pleasant and and convincing experience. Let’s get your Web presence optimized from top to bottom.
If you’ve ever wanted to launch your own marketing agency, in San Diego, Los Angeles or Boston, you’ll be glad to know I’ve worked for those who have done it. They became quite wealthy and enjoyed fantastic exposure to the latest technology, ideas and had money to travle worldwide. There’s a lot of benefits.
If you like the idea, then Paul Roetzer’s new book The Marketing Agency Blueprint should be a vital and fascinating resource. And I might add that my new book and services might be part of your future too.
The Marketing Agency Blueprint is chock full of ideas, advice and resources on how to build a successful digital marketing agency. The market for marketing agency services is increasingly complex so this type of book is excellent for clarifying goals and building a plan of attack.
Just about everyone and their grandmother is launching a marketing company today, so if you’re serious, you’d better get a copy of this book. Roetzer describes a new type of agency that uses the best available media channels to win. He says pure play digital agencies will likely go out of business along with traditional agencies.
This is a disruptive, bold approach for marketing businesses, and I suspect it will require a good deal of confidence for many agency owners to implement his new era plan. Even if you don’t follow it, you’ll learn a good deal from this book.
The Marketing Agency Blueprint
What’s exciting about Roetzer’s treatise is its insight into the marketing services ecosystem. You’ll understand how marketing is changing and how agencies must evolve to excel in this era. Roetzer emphasizes an agency’s willingness to be entrepreneurial, tech savvy, open to change, and execute faster than competitors as keys to success.
He says top agencies will pivot on the depth, versatility, and drive of their talent. Yet that discussion actually opens up the weakness of the book and some of his recommendations, as I’ll point out below. As much as I like a book, idea or venture, to not understand its weaknesses is unwise.
The Real Problem: Clients are Doing Things In-house
Roetzer doesn’t get into too much about how to get rid of the current nemesis —- the in-house specialista. In-house specialistas are replacing marketing agencies. They’re in the driver’s seat, have lots of time, inside knowledge of the client’s business, and the boss’s belief that in-house is the way to go.
Another issue is that clients are giving up on traditional advertising and turning more to integrated, multichannel marketing. However, this book does guide you in how to become relevant again and build the confidence to really delve into clients mindset so you can “create” a new client out of one you’re losing your grip on.
What is his solution really? Hire versatile, skilled talent and use a marketing platform to provide solutions faster and more adeptly.
Hybrid Agency – Adapting to Provide the Ultimate Service
The book discusses how a new hybrid agency business model will guide successful new agencies. This isn’t really new, but I do think his book clarifies the matter.
In Chapter 2, he describes agency models and which attributes of them are worth saving. Strangely, in Chapter 1, he suggests revenue production should replace billable hours as the payment model. This bizarre reordering of Chapter materials is disorienting, but I’d advise skipping past Chapter 1 and come back to it later. He offers plenty of other disruptive ideas which you and your clients may or may not like.
In Chapter 3, a very good one, he discusses how to assess excellent talent which he dubs “Hybrid Pros.” However, he doesn’t discuss how to motivate and compensate Hybrid pros. This last point hurts his credibility a lot. Are we supposed to keep compensation strategy old school while we change everything else? How does that make sense? It’s almost as though he doesn’t like where his own disruptive, innovative system is leading, or that his own employees will be reading his book.
Here’s Some More Money. But I Don’t Want Money
I’ll help Paul out on this one. If you’re going to motivate employees to learn, perform, be creative and engaged, keep them from jumping ship, and dedicated to the “team is everything” theme, you have to compensate them and let them create a work life that lets them access 100% of their potential.
Star Hybrid Pros will want a good salary but they want other benefits too.
Employees and their specific lifestyle, learning style, desire for experience and engagement, and unique motivational rewards have to underpin your business model.
There are 7 more chapters including building a scalable infrastructure, controlling the sales funnel, and optimizing inbound marketing strategy. There’s plenty more insights from Roetzer to filter through. I’m going to explore all of it further chapter by chapter because I think it answers a lot of questions, and stimulates interesting thought on how to run a business today.
The Marketing Agency Blueprint is a good read for anyone in business, even those who don’t need a marketing agency.
I hope we’ll speak soon to collaborate to help you build the most cost effective yet productive digital marketing agency. Let’s talk now at 416 998 6246.
Besides the basics of SEO explaining how to build a powerful keyword strategy and linking sophistication, you’ll discover how to align your content with how Google spiders and ranks your webpages. There’s so much more to learn about advanced SEO in the book. It’s readable and a fascinating topic.
Whether you’re an eCommerce shop owner, dentist, landscaper, plumber, auto shop owner, Realtor or mortgage agent, or marketing agency manager, this is one book you need to read.
From Value Props to AI Robots
Marketing is going online and it’s increasingly driven by AI robots and a sophisticated presentation of your digital content. Your business and brand is your content. This guide will help you understand what your marketing goals should be and what assets and strategy will help you get your message across with laser clarity.
It’s all about making your customer feel good. That one single emotion they feel before buying is the key. That’s where all friction, doubt, and fear subside, and where the customers commits completely to buying. This book will help you generate that one single emotion.
You’ll discover this is much more than your usual SEO Book or Content Strategy Book. It’s a system of strategic digital organic marketing. Because FREE is a powerful inducement. Save some money doing SEO so you have more for your marketing staff, PPC, and content development. Watch your complete marketing mix be amplified through this amazing strategy system.
If you’re a vacationer in San Diego, Los Angeles, San Jose, Las Vegas or San Francisco, you’re likely on a highway right searching with your smartphone for a great place to eat with just the right atmosphere.
Where to eat right now? The right food at the right location. It’s the same for anyone visiting Boston, Miami, Toronto, Chicago, Seattle or New York too only you might be in a cab or uber car frantically hoping to find a good restaurant or even a nice coffee shop.
What you’re hoping for is the food you feel like eating now, in a restaurant in a safe area of the city with the right ambiance and great service that makes you feel wanted. In the local restaurant listings provided in the map below, you can see reviews and ratings that might help you pick a good one.
Don’t forget to click on the audible directions and Google will take you right to the restaurant’s doorstep.
Coffee Shops Near Me
Never fear, you can scroll down this page and find a large interactive map of fine restaurants, bistros, coffee shops, burger joints, fast food joints, or bars with a menu and a view, and local to your specific geolocation. What type of food you might enjoy near you? Here’s a list:
Bar & Grill
Subs and Sandwiches
Restaurants Near You Right Now:
Find restaurants near me Los Angeles, restaurants near me in San Diego, and restaurants near me in Toronto. Enjoy dining out tonight with the food, drinks and atmosphere you’re hoping for. Enjoy your visit and make some beautiful memories.
Dreaming of a better place in US to live in 2018? You’re not alone. Millions of people think about moving to another city, but aren’t sure of which US cities hold the most promise for enjoyment, lifestyle, housing, health care, education for kids, and future job prospects.
If you were going to move anywhere in the US, which cities would you choose? Are you ready to sell your home for the best price, use a system to find the best house, search for a great job, and finally enjoy a new lifestyle? Check out the list of best cities to live in below.
Americans are more mobile than ever, and migration has been strong to some states such as California. The Millennial generation in particular are more open to moving to another city to launch their careers. And too, baby boomer retirees are looking for places to raise the quality of their lives.
It’s wise to know if your state is a dead end in terms of employment and economies. Ask Michigan Millennials and Gen Xers if opportunity in a state can dry up. And ask Californians if high tech fortunes can draw Millennials. The answer is a resounding yes, and people will migrate to capture those jobs and other opportunity. Check the US job forecast for US Cities and the US housing market too.
However, it’s not always about an affordable retirement or great jobs. Sometimes what people want are better communities, nicer weather, and a higher quality of life. But which cities are best for combining all of these benefits?
Whatever version of a better life draws your attention, you’ll find the best cities to live in ranked below by three different organizations. If on different lists you find one city keeps popping up, you might want to drill down to find out more about it. Find out why it’s sending out good vibes and what it is that makes it so special.
And for retirees, which cities offer affordability, safety and health care?
Which are the best States to Live?
Some states have zero income tax, such as Florida and Texas, but other than that big incentive, is the attraction of a state important enough to draw you to one of its cities?
Best Cities Lists from Niche.com, BusinessInsider, and US News.
Here are the ratings of the Best US cities to live, as taken from 3 different surveys. It appears the city of Austin Texas draws a lot of votes as the best place to call home. Why they choose Austin might be a good cue for your own rankings.
Why is Austin considered the best city in the US? It could be job prospects, climate, low cost of housing or renting, low unemployment, and short commute times. Austin is also considered somewhat of a boomtown, despite the lower price of oil which has driven the Texas economy. Texas has no state income tax which could be a big incentive for many start-ups and workers considering relocating there. The more you check out the lifestyle in Austin, the more you’ll agree, that overall, this place is perhaps the best city in the US.
Ann Arbor, MI
San Jose, CA
Colorado Springs, CO
The Woodlands, TX
Raleigh and Durham, NC
Overland Park, KS
San Francisco, CA
Des Moines, IO
San Jose, CA
Colorado Springs, CO
Des Moines, IA
Minneapolis-St. Paul, MN
Grand Rapids, MI
Dallas Fort-Worth, TX
San Francisco, CA
Round Rock, TX
San Diego, CA
Grand Rapids, MI
Fort Collins, CO
Dallas-Fort Worth, TX
San Diego, CA
San Antonio, TX
Sandy Springs, GA
San Antonio, TX
San Francisco, CA
Salt Lake City, UT
College Station, TX
Santa Clara, CA
Thousand Oaks, CA
Oklahoma City, OK
Little Rock, AK
Fort Myers, FL
San Diego, CA
Winston Salem, NC
St Paul, MN
Virginia Beach, VA
Kansas City, MO
Kansas City, KS
Best Cities to Retire in the US
If you’re retiring in the next few years, you might come to a different conclusion. In that case, Albuquerque, San Diego, Sarasota, or Fayetteville NC might be to your liking. It
seems many of the favorite retirement towns are college towns in the US southeast. Check out AARP’s list of best cities to retire in the US.
Best Cities for Graduates to Move To
The preference for college graduates to move to might be significantly different than retirees. Look for cities with the best jobs forecast for the next 5 years. Also a factor is the rental market and property investment in those locations.
There you have it, a full resource list and a ranking of the best cities in the US to live. If you’re a graduate or retiree, good luck choosing the city that will host the next phase of your life. Have fun and live well!
After closing their sale, the homeowners will have a moment to reflect on it.
And they do think: “I wish we had gotten more for our home. It would have made a difference for us. Selling quick didn’t leave us with a satisfying taste.”
The reason for that is, when the emotional attachment to the home was broken, they suddenly realize it was just a house and that quite likely someone else valued it even more than they did.
There are buyers out there who would be in ecstasy if they found your home. You need to take your time and reach those people.
When you do, you won’t care about agent commissions, paperwork, and showings. You’ll get a life-changing price for your home and so you should after the blood, sweat and tears you shed to pay it off. The best hours, days and years of your life went into paying that house. Get what you deserve!!
I know, you need to sell fast to cover your new home purchase or to get rid of your ex asap. Perhaps there are other solutions that will give you time to sell now and buy later. That takes the pressure off so you can make good selling and relocation decisions instead of reacting under pressure. I’ve seen divorced couples keep calm and sell their house professionally and avoid selling for way less.
There are vultures in the market waiting for these opportunities to buy cheap. Instead, it’s wise not to get overwhelmed with emotion. Just like the cash in your retirement savings account, emotions will disappear.
Selling your home intelligently is the smart way to go. So many benefits await. As with the happy old couple in the photo above, you’ll be satisfied with your decision. Good for your self-esteem and good for your bank account. And retirees can’t possibly have enough money. You’re going to last 25 to 30 years more with no pay check!!
More Homeowners Selling Means More Competition
Yet with this sudden increase in house listings, buyers will have better selection. You’ll need to do more to win that big price. You can, if you do it right.
From how your MLS listing is worded to the multimedia presentation of your home, to how your home is improved and presented in person, there’s much you can do to boost your selling price. SELL THAT HOUSE!! for more.
90% of Buyers Go Online to Search For Homes and Information — this is where you intercept them
A Realtor Who is Doing their Own Marketing is Leaving Money on the Table
Remember that real estate is a complex business and Realtors hate doing their own marketing. If they are doing their own digital marketing, they’re probably not engaging their pool of prospects and expanding it. Your Realtor needs to be the selling mastermind with total focus on interacting with as many potential buyers as possible.
Hire an agent that respects marketing and isn’t a “transaction specialist.” A real estate lawyer and mortgage agent do the transactions. Your agent needs to impress you with the power of their reach and persuasion. They must be a selling strategist or you should find another agent.
More Leads and Prospects Please!
Consider what creates a good offer and a record breaking offer: more prospects. That’s right, the more people know your home is for sale, the more bidding pressure there will be, and the more likely the home will be sold for its true value.
Get True Market Value for Your Home
When you sell fast, or have fewer buyers, it means the market doesn’t know about your house for sale. You won’t be getting true market value. True market value isn’t comps or your home market evaluation. That’s the price that other unwise buyers had to settle for. That’s not you. If you don’t get impulsive or desperate you can get a big price.
And don’t be too impressed with over asking. With homes selling $1 million overasking price, all cash, the asking price is meaningless.
Tell your Agent you won’t hire them, unless they hire me!
Let’s Get Educated so You Will Guarantee a Higher Selling Price
The overall strategy is to: 1) improve your house, 2) use a digital marketing Realtor, 3) and let as many buyers across the country know you’re selling. Because it may be income property investors who will pay more for your old property, you want to hire a professional to help sell it. The additional cash from doing it this way could amount to hundreds of thousands of dollars. One realtor recently got $1 million over asking for an old house in Toronto.
But hold on, not all Realtors have the top selling power. I hope you don’t assume that going with the most well known Realtor in town is the only way to go. Because Realtors are having an easy time selling right now since there’s so many buyers.
It may look like they’re doing a knockout job, when in fact, they often rely on the MLS and their small list of potential buyers. “Comps” or market evaluation might be code words for “sell fast.” Keep in mind, that competent Realtors know about the Internet, Google, Facebook and top notch content.
Even top Realtors rely on the small pools of contacts of their team. But that won’t get you a big over asking price. For that, you need strategic digital real estate marketing and pull in big crowds of qualified buyers.
Maximize Reach > Create a Great Message > Filter Unqualified Visitors > Engage with Real Buyers > Close
Here’s the Best Ways to Sell Your House Quick and for More
Check out their real estate marketing provider for their effort and performance
Ask them how they will improve your house for selling
Ask them how they will achieve ‘over market value’ and if they’re not out to maximize your selling price don’t hire them
Offer the chosen Realtor a higher selling commission if they get way over market value – they’ll be worth every penny
Ask them to provide a complete breakdown of their marketing and sales process and the marketability of your home
Ask them what makes the most difference to selling at a higher price and how they will focus on that key tactic
While you might thinking that selling fast involves a quick paint job and covering up stains on the carpet, the real strategy is good marketing. And if you’re holding off paying a Realtor a commission because you resent all the selling costs and their 5 to 6% commission, relax. If you choose a digital real estate agent, they will give you a fantastic return on your investment.
Those who shop the MLS listings are often bargain hunting. Are they going to have the resources to step up the price? Not likely, which is why you need to expand your reach and make your home look like a million dollar listing. A digital Realtor offers much better reach to buyers all over the planet and throughout your city and can elevate the value for the buyer.
Hire a modern professional and you’ll be rewarded many times over with a no hassle transaction from a qualified, eager and willing buyer. No haggling and your old house will sell fast enough. Don’t sell your place in 3 days. You can reach tens of thousands or perhaps hundreds of thousands by being patient and selling it professionally.
This blog enjoys a rate of 1 Million visitors per year and you are one of them! I reached you and I can reach anyone who goes online. Get smart about digital marketing and you’ll get more than you could hope for.
Where will you move to? How about where you’ve always dreamed. Stats show babyboomers aren’t selling their homes because they have nowhere to move to. If a Realtor can solve that problem, they would be millionaires quickly.
A Realtor can help you determine what repairs are necessary and with the key task of finding your next home. And it’s not just a process of finding a home to buy, it’s more a process of gracefully moving into a new exciting phase of your life.
Why Should You Sell This Spring?
highest demand season from buyers (April/May/June)
prices are good and potential for multiple bids is strong in most cities
The point of selling your home is in getting the best price with good marketing, and exploring the options you have. Are you looking for a new job? Wages are rising and each month 200k new jobs are being created. Would you like to move south? Florida home prices are in a lull. Good time to buy there. Would you like something with a rental income suite or granny suite? Now you’re getting smart.
In this post, you’ll discover 14 tactics to improve your selling price. We’re in a digital world, so please don’t rely on a traditional Realtor with no online presence. Maximum price depends on your ability to reach home buyers. That’s marketing. Everything’s about marketing.
1. Find a Realtor with a great online marketing presence and then ask to be featured on that site. Make sure they advertise your home on Google and Facebook. Build preference right away. Exposing your home directly online is excellent because your selling proposition or offer is right in front of them. No vague promises but a real home for them to obsess over!
2. Promote your home for a while before putting it up for sale — set the foundation for getting a lot of bids. It takes time to get the message out to all potential buyers who may include foreign buyers. A fast sale will likely be below asking price.
3. Ensure your agent spends a lot of time contacting other real estate agents in your city since you want to access as many networks as possible. Ensure your agent is as accessible as possible to show the home and answer questions. Your agent should use SMS as much as possible because it enables fast communication.
4. Ensure you have a top notch video of your home highlighting its best features and about your great neighborhood and feature the prices of nearby homes too. Give the prospects the best context possible to see your home as the most desirable.
5. Hold a selling party and invite all your neighbors, family and friends. This is a very important event and you want the very best results. Any prospects showing up can meet the neighbors and that can be a good selling point. Don’t invite your crazy neighbors and ensure your family are nice and sociable.
6. Research local comparative homes for sale and previous solds and determine what was wrong with them and what features buyers liked.
7. Leave behind something really cool that they would like. If it’s a 55 inch screen TV, or buy a tasteful, new chandelier or expensive barbecue — something they’re bound to like. People are impressed with generosity. An instant heating water heater might be another feature that’s not expensive but highly desirable and influential.
8. Fix everything including broken faucets, door handles, floor squeaks, and make sure nothing annoying or embarrassing is visible which can ruin the mood of your showing.
9. Get your home professionally cleaned. Professional cleaners have super effective steam cleaning machines and solutions that get carpets, tiles and grout very clean.
10. Paint the interior rooms a neutral color. Given what you’re going to get for your home, don’t skimp on covering up the old, gloomy, or weird colors.
11. Clean up the yard and exterior surfaces of the home. Curb appeal is no joke. The buyers mood is set upon seeing your home from the street. Do a little landscaping, green up the grass, fix broken side walk pieces. Buyers are affected by how relaxing the yard, patio, or deck looks.
12. Have the home professionally staged. Home stagers know how to make homes look really inviting. They’ll increase the apparent value and make visitors want to linger in the home. The longer the buyers stick around the more they build their intent to buy.
13. Fix the roof and clean it. Getting the dull look out of the roof can make it look newer and reduce worries about it.
14. Promote and Sell your Home soon because for many people selling theirs and moving is easier in the May to August period.
Good Luck on the sale of your home. It is a wonderful thing you will be rewarded for all the years of hard work you spent in employment to buy it. I hope you view your home as an investment and not a keepsake. It’ll help you achieve the right frame of mind to the results you hope for and need.
Local Search Optimization is Serious Business for some Industries
What if I told you I doubled the traffic of a major hotel? Well, it happened. From 1.2 Million visits per year to 2.5 Million per year. A lot of people travel and search for hotels online and they often book with the first few they see. Being ranked at the top of Google search results is very important.
Fast forward a few years, and consumers are becoming very dependent on their smartphones, often using them in the retail stores, while walking, driving and dining. Whether driving around a neighborhood looking for homes or while in transit and looking for a restaurant in town. Local search is a big deal. And Google maps is seeing a lot more use and it is tying in local businesses to map users.
Google serves up local business results as you can see the 2 screenshots below. These results are separate from the regular search results and are a key FREE source of the very best traffic and leads online.
This post on Mobile search growth shows smartphone use is trending higher. Visibility in local search results and being mobile friendly is vital. It all ties into the local and smartphone connection.
Local Search is Worth Winning
If you run a Hotel, Restaurant, Clothing Store, plumbing or auto repair shop, or real estate agency, you’ll want to show up in these local search results. Not only does your website come up right at the top left of the page, but Google gives them driving directions right to your store. How nice is that! Gotta love Google.
I wanted to bring this local search visibility opportunity to light for you. I’ll spare you the deep stuff. The point here is to see the opportunity for a local business to grab really good quality local, easy to convert sales prospects. Getting into the top of Google’s search results is very rewarding. These are the best leads possible — prospects who are eagerly searching. That’s a hot lead. So when you believe it, stop reading and get into action.
Millions of Searches for Hotel Rooms
My client, the major hotel chain in Canada for many years, Delta Hotels, had 35 locations across Canada. You may have booked a room via my hotel SEO work and didn’t know it! Delta Hotels rooms and services are top notch and they charge a higher price for bookings. In my stays throughout Vancouver, Banff, Toronto, Mississauga, and other cities, I found Delta’s hotels to be very high quality. Unfortunately, Marriott Hotels bought Delta Hotels and the past is gone.
It was a challenge to get visitors to choose Delta Hotels over Motel 6, Super 8, and even Best Western. Hotel bookings are competitive and price sensitive. In hotel SEO, you’re up against tough competition including hotels.com and expedia.
I have to mention that I created new top rankings in the local search results for Toronto hotels, Vancouver hotels, Montreal hotel, hotels in Mississauga, and Calgary airport hotels and tens of thousands of other keyword rankings. I ensured we dominated the 10 Pack with several hotel locations in each city. That actually helped double their amazing website traffic and leads. Doubling a hotel’s traffic has a big impact on the bottom line. I can’t divulge numbers, however I can say what I accomplished in terms of SEO.
Of course, a hotel’s unique selling proposition, its branding, lead conversion strategy, content strategy, website mobile friendliness, and other supporting elements contribute to a converted lead. SEO brings them in and the content generates the booking and converts the lead.
You don’t just sign up with Google local business listings and see the traffic roll in. No, you must prove to Google’s algorithm that your site content and service is relevant to that location. Yes, there’s a number of factors that Google processes to determine rankings. Leave that stuff to me including the Google+ misery. Your job is your business, mine is getting you that great local traffic.
Here’s a couple of local search infographics though to tell you why you don’t want to think about it:
How to Increase Your Real Estate Lead Conversion Rates
If you were to double or triple your online real estate lead conversion rate, how would that factor into your commissions? You’ve asked “how do I convert more of my Website leads” so here’s a number of things you need to do. One is to Wow them with a fantastic unique value proposition right off the bat. Then you build trust and relevance right away.
What Realtors never talk about is their value proposition. If you don’t have one, they won’t call and they likely won’t convert later via your CRM. With people: first impressions count but it’s more than web design they’ll looking at.
Research shows that 35-50% of home buyers go with the first agent they find. (Source: InsideSales.com). How can you wow them and make them an offer they can’t refuse?
When They Land on Your Website
Websites, good content and SEO have never been given proper credit for their help in generating real estate leads. Social media too isn’t getting credit. In reality, prospects do visit your website and you need to convert them quick.
CRM and Nurturing Means You Missed Them
CRM Solutions aren’t lead conversion. I’ll tell you why you need to ignore CRM solutions shortly. Right now, I know you’re thinking “if I could triple conversions on my website, that would be magnificent.” You’d be right. In the realm of real estate sales, it could mean millions of dollars and sustained future sales. It’s time you started getting into this conversion thing in-depth. And that’s the thrust of this post.
The words lead conversion today have been unfortunately branded and tied to marketing automation. And that’s sad.
That’s “after the fact marketing.” We must convert those leads right away on your site. This is your top mission. If you’re not, something is definitely wrong — they gave you the thumbs down, and now you have to chase and nurture them. That’s doing things the hard way. So lets fix it, so you don’t have to get into all that obnoxious marketing automation silliness. You’ll find out what the key is and then apply it to your website like a pro.
If prospects begin to associate you with the value they want, those leads will begin to convert. With no value presented, they’re onto another agent online, or in their community or, they just don’t bother selling their house. So if Realtors have failed online, it’s because of a lack of communicating value to visitors. Without that, there can be no trust, relevance, or magnifying of their buying intent.
And I have to say that the keywords searchers type in tells you a lot about whether you’re going to convert them too. Crappy keywords generate crappy leads and so do low search engine rankings. The leads that convert are at the top. Just do some Adwords ads, and you’ll find out. So a good part of your lead conversion is due to the fact you’ve got the wrong people coming in, or they’re just tire kickers and time wasters. Even if you have all they want, they’ll still waste your time and not convert.
Buyers and Sellers are online. You know the stats. 90% go online. So the question is, why aren’t you getting in front of them and delivering the value they want?
You Convert Leads with Your Value Proposition
What plagues most realtors is a missing value proposition. It’s not unique, differentiated from all the hordes of mediocre realtors out there. It’s not personalized nor significant to them. And it makes no impact and doesn’t engage them for very long. Yikes, why would they want to work with you? Building a clear preference for you is what it’s all about.
And your Realtor UVP is actually fairly complex and has to be presented well. Realtors blame design, poor CRM tools, and ineffective digital marketing techniques. But most visitors can see through shiny buttons and ragged clothing and know instinctively whether you deliver the goods. You need a way to infuse your value proposition into your content, your webdesign, and your ongoing client nurturing campaign — so it’s laser clear.
If you haven’t explored and built your best Realtor unique value proposition, read my in-depth post on the topic. It could be career changing for you. Then after you’ve developed your personalized, significant unique value proposition and refined your approach with the techniques in this post on lead conversion, who do you think will be the most preferred Realtor?
If you have to nurture hard via email campaigns, then something is wrong with your value proposition as they first encountered it on your website. Now that they know you don’t offer much, they’re reluctant to listen to you. If you try too hard, your email subscriptions and engagement will fall. Sound familiar?
The quest of most marketers today is conversion rate optimization. It’s wise to take their lead. But here’s the thing. Lead conversion is a personal thing and it’s all about building trust. In a previous post I mentioned the top factors of building relevance and trust. It’s a very important read and takes you into the mind of customers.
Most Realtors fail to convert leads because they apparently have little to offer — they’ve never even looked at their value proposition and don’t present it well
The old days of offering a photograph and sales awards seems silly now, but how far have you come in delivering an excellent promise of value to your prospects? You’ve tried lead generation companies and discovered that converting real estate leads requires sincerity and time and not something for nothing attitudes. Visitors need a reason to trust you and like you.
Think about your losses over a lifetime because real estate is a long term business. Repeat sales happen over decades, but those sales are serious business.
Let’s Take a Good Look at Your Value Proposition right now:
do you communicate your experience?
have you shown/communicated your past and current success?
do you demonstrate your knowledge of your local city and micromarkets?
do you mention events with your past clients?
do you have testimonials and what is the real message in those testimonials?
have you expressed how you are dependable and honest?
have you shown empathy and willingness to listen?
do you mention your performance of getting over asking price?
did you mention your record of putting in winning bids?
do you have authoritative content easily found on your website?
does your website content/blogs/FB posts show you are knowledgeable and have good judgement?
does your website suck or is broken or slow with irrelevant content?
do you communicate a friendly, professional image who is easy to work with and not a hard nosed troublemaker who won’t bend?
do you offer free home staging and cleaning services?
is there a link to your Linkedin profile?
can customers visit your Facebook page?
are you using the latest technology on your website?
The Calgary Home Boys have an amazing website (with a superb CRM system). It gives visitors what they want most, a great home search experience.
What are the Top 8 Conversion Rate Factors?
the quality of incoming lead/visitor
the source of incoming lead/visitors
the generosity and transparency of your value proposition
relevance of your personal services, experience and knowledge
a clear presentation of your personal/professional brand image
a clear call to action
incentives and feel good content given free
immediacy and fast response – they must contact you right now and you’re ready for them
If you optimize these 8 conversion rate factors above, prospects will be good quality therefore easier to convert and you’ll have given every reason to work with you.
Remember that prospective home buyers or home sellers want to feel trust, comfort, happiness, confidence, and even euphoria about their decision to buy or sell. They want to feel that you’re going to be a positive part of their dream and that you’re a good fit.
They’re going take your brand image and try to include it as part of their beautiful puzzle picture. You have to be a relevant part of the dream.
It all comes down to their moment of decision. If you exalt and maximize their moment of decision with you in it, you might get the call and be their preferred Realtor. And this applies equally to any other profession including mortgages, home loans, home renovation, replacement windows, plumbing, landscape design, and interior design.
They see your trustworthiness in your web site design and the value proposition expressed in your copywriting. You may have thought pretty copywriting was all you needed. Do you have standard copy blurbs that appear on many other Realtor websites? Oh man, you’ll killing your conversions and making yourself look run of the mill.
Get Into Their Dream or Be Forgotten
To get the quality, relevance, impact and trustworthiness message across, you need epic level, information-rich, and affirmative copywriting. Pretend you’re creating a business case for their purchase and you get the idea. They’re looking to you for emotional support, data, direction, and help in presenting this to their significant others.
Remember that they need to justify the purchase (and to hire you) to their spouse, children, friends and banker. If they can’t do it, the discussion is short lived, never to be mentioned again. If you can align with their dream, they’ll choose you to sell their home. All you need to to do is express it on your website.
If you’ll notice I didn’t mention anything about a CRM solution. There are some good ones sure and you need to manage your leads of course. The point is, that if you convert them right away with a phone call, you may not need to spend so much time chasing them, nurturing and paying for expensive, time consuming marketing automation (which could be harmful).
CRM software solutions are passive tools for converting weak leads — create value and convert now!
How about pretending you don’t have any follow up and lead nurturing solution? Now you must convert them right away. If you think it’s time for you to look into redeveloping a new real estate website and your content then give me a call at 416 998 6246!
The market is heating up and like so many homeowners, you’re wondering if this is the right time to sell? And what will your home sell for in 2018?
The latest MLS sales reports show that most listings in the hot Toronto, Vancouver, Los Angeles, San Francisco, San Diego, Houston, Seattle, and Miami regions for instance, tend to sell over asking price. That means the seller got more than they were asking for. That’s a nice bonus that actually vaporizes the cost of selling of your home. You get your cake and you get to eat it too.
We’ve seen years of homeowners all playing the waiting game, hoping for the market to fully ripen before they harvest. It looks like the fall harvest has arrived. But will sellers get what they’re asking for or more? Will they be too late?
How to Get the Best Price for Your Home?
For those of you in hot markets, the price you ask for is just a starting point on the way to the price you’ll ultimately receive. The key to maximizing the return on your real estate investment is in how your Realtor conducts marketing for your property — not in high pressure negotiation which brings smaller gains.
It’s important to know what to look for in a good Realtor so you don’t get unpleasant surprises and have to work with a poorly qualified buyer. Big sales prices come out of strategy and targetting well qualified buyers – not last minute tactics.
The Market Changes Month to Month
Right now you may not get the all-cash offer from a wealthy buyer. Instead you may have to sell to someone who saw your mls listing, or who is financing the purchase, or who is buying conditionally. When you cancel out all the “on the edge” tire kicker type buyers, you’re left with a small number of well qualified prospects. These are the ones you want to market to strategically, and whom your Realtor should have fixed on his/her radar.
Sell at a lower price than you want to. If you price high, few will be interested. If you price low, you’ll get a herd of tire kickers and your real buyers will be more motivated to get an offer in. It’s a common practice and in this era, it’s a fool proof approach. In fact, the bidding war news stories you’ve heard about likely were priced low.
Home Pricing Tip #2
Have Your Realtor do a Foolproof Market Evaluation. Your Realtor’s free market evaluation will generate a price, but it won’t always get the comps right. Your Realtor will look for similar homes and it’s important to know why they sold for the price they did. Your Realtor likely knows what’s happened and will be ready to utilize that knowledge.
Home Pricing Tip #3
Set the asking price just below a round number. Sell at $105 lower than a major number. If your house could sell for $1 million, don’t just price it at $999,995.00 Everyone is familiar with that pricing trick. Instead, take the third last number down by $5. So your new price would be $999,895.00 Psychologically, that 8 stands out. It looks like a nice discount when in fact, it’s only $105.
“Our study suggests that by using the just below pricing strategy sellers can price their home slightly higher without driving away potential buyers,” says Eli Beracha, author of a study published in the Journal of Housing Research. “As a result, they end up selling their house for more.” The study revealed a 2.5 to 3% increase in sold price.
Home Pricing Tip #4
Many homebuyers look for homes for sale in a certain price range that varies from city to city. In Toronto where the average price of a single detached home might be $1.4 million, a home priced just below $1 million is going to be found by more home searchers. Your first goal is maximimum visibility since you’re likely to get a better offer from 100 people than you are from only 15 people.
Home Pricing Tip #5
Create a home marketing plan and a home pricing contingency plan with your Realtor or a marketer before you put it up for sale. You want a marketing campaign that’s going to ensure 100%, that you get maximum exposure and the very best price. Better safe than sorry! If you price low and your Realtor relies only on the MLS and his own small circle of buyers, you could be in for disappointing bids.
Home Pricing Tip #6
Definitely go for a bidding war. Ensure your home’s most salient features, the ones buyers drool over, are clearly explained and shown in photos and video. Ensure your Realtor has good exposure online, has a great website, is advertising, and looks like they’ve got their stuff together. Everyone’s should know you’re selling your house in this market of desperate buyers.
Home Pricing Tip #7
Use hi definition photography, video and 3D home tours. People look online, and the impact you make is key to getting call from prospective buyers. Some videos are spectacular and the cost might be very reasonable. Seeing is believing and when you’re transparent, the buyers know they’re not wasting their time. Their time is just as valuable as yours.
Home Pricing Tip #8
Listen to your Realtor’s pricing strategy. If they’re experienced, they know how the selling game is played. All Realtors say they can close any prospect, but it’s just not true. They should be able to explain the jist of how to get the home priced right and how to negotiate with buyers.
Home Pricing Tip #9
Have your home professionally staged. Get your stuff out of there and let them bring in the furniture and dressings to appeal to the targeted buyer. It’s another cost, but if your marketing and pricing plan is good, you’ll easily recover that money.
Home Pricing Tip #10
Time your open houses well and advertise heavily during that time. There will be buyers driving around and they may be using a variety of house hunting apps on their smartphone. Buyers are desperate and thorough these days. Don’t rely on the MLS listings only.
Home Pricing Tip #11
Ensure your listing is well advertised and that your open house is visible via Google. If you know of a real estate blog that is high trafficked, advertise on it, or better yet ensure your open house listing page is indexed in Google and optimized for “open houses + city name, or neighborhood”
Home Pricing Tip #12
In your marketing, ensure you’re not just selling a house – a big box made of wood and cement. You need to evoke the buyer’s dreams because a home is all about dreams. Dreams are why some buyers will pay $1 million over asking.
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