Consumers are becoming more informed with the Internet.  So, it shouldn’t be a secret to South Florida realtors that buyers and sellers are using the web as a tool in order to do their research even before contacting a real estate agent.  Having an informative website with educational content will propel agents to the next level of success. I spoke with Brian Corey from Corey Consulting about ways for agents to improve their online marketing presence. Those of you that are looking to up your online real estate game should read this interview.  There’s plenty of great information in this piece that isn’t readily available.

Q- Real Estate Agents hear the term SEO a lot.  What does it really mean and what does the work entail?

• SEO is a buzz word.  The process of increasing your visibility on the web does not come from a magic service ‘SEO’ but from formatting your website in compliance with the latest search engine updates.  Also, your site needs to be a great source of information for people looking for your product or service.  This is accomplished by publishing relevant content, being active on your site and receiving links from credible sources.

Q- I hear the term ‘links’ often.  What do you mean by ‘links’?

• Links are what make the internet work.  If you are on the first page of Google for ‘Miami real estate’, Google has a link on their page to your site.  Links are the words that you can click on to surf the web.  They are technically called hyperlinks.  When you place a link on your site to another website, you are recommending that site as a good source of information for whatever topic you are discussing.

Q- Is it worth it for South Florida real estate agents to invest in their website and SEO?

• When you can do it properly, Yes!  Having an unprofessional website is a reflection on your business.  When you have built a professional-looking website, marketing that site is more important than building it.  When Realtors get their license, they can’t sit in an office and expect homeowners to walk in ready to sign a listing agreement.  The same is true for building and marketing websites.

Q- Is internet marketing something that an agent could learn to do on their own instead of paying a professional?

• Absolutely.  I have seen a few agents who do their own marketing.  However, it is more the exception than the rule.  The internet is always changing and staying on top of the updates is difficult while also running your business.  I would still recommend having a professional design company build your site.  In real estate particularly, the industry is very competitive in South Florida and the ‘do it yourself’ initiative can leave you with a poor-looking design and functionality.  With regards to SEO, PPC and Social Media I have seen a couple realtors that run their own campaigns and are successful at it.  However, many times they have a spouse or a relative who is an SEO professional or worked with internet companies.  My advice would be to set aside a budget for your marketing and include the internet for a good portion.

Q- What is a good budget for internet marketing in South Florida Real Estate?

• That is a tricky question.  Stay away from companies that promise huge results but charge $50-$400/month.  The process of Search Engine Optimization (SEO) is a lot of work and that range of compensation can mean the company is looking for quantity of campaigns/clients and will not be putting in the necessary time/work.

With regards to the budget, I would ask where the Realtor makes most of their sales.  What are they looking to accomplish with their internet presence?  Who is their competition?  All of these factors contribute to what I would recommend as a healthy budget.  I will say that unfortunately you need to have a budget for the internet portal to produce a substantial result.  Any good digital marketer will tell you that the more budget you have, the more opportunity to produce bottom-line results.  (more…)