Making your Asheville Real Estate Brokerage Stand-out in Search Results

marketing for realtors in Asheville Western North Carolina

Asheville’s booming real estate market is experiencing increasing demand. With so much activity, it’s more difficult to be seen and heard above the collective noise.  Yet, there are strategies your brokerage and agents can pursue to generate more leads and increase your firm’s presence in search results.

Is your brokerage leveraging the power of search?

The internet is a crowded place.  Every day more websites are launched and businesses add content to distinguish themselves from their competitors.  So how can you make your real estate brokerage stand out among all the queries that exist?

What causes some brokerages to stand out from others in search?

It all comes down to unique positioning. There is a type of service, or product, or type of home that your brokerage chooses to sell which may distinguish you from other real estate offices. Perhaps, for example, you specialize in million dollar homes with a view, or perhaps you specialize in early 20th century bungalows in West Asheville. There are ways to leverage your website and your owned media channels to position your firm for these distinctive queries.

Distinctive queries help you stand out.

Let’s look at a few examples of queries that might be common and then those which are distinctive.

real estate query example for homes with a view
Google search results for Asheville homes with a view.

If you search for properties in the Asheville area with mountain views, there quite a number of real estate companies that have positioned themselves to answer this specific query.

Google related queries for mountains homes with a view.
Google’s suggested related queries for homes with a mountain view.

However, if we give our query a twist, we discover that there are far fewer real estate companies which have positioned themselves for the query for mountain homes with water views.

Search results from Google for homes with both mountain and water views.
Search results from Google for homes with both mountain and water views.

Using your website’s tools I would suggest that you create a page within your site on which you position a report from the MLS for homes with mountain and water views. Next, using your owned (social and blog) media  channels, promote this positioning and continually draw people towards this particular landing page on your website. You could even break such a query up into multiple layers based on home price, or, you can break these up by county.

Let’s also analyze the example of rural homes with acreage and water views. If we look at the top search results, we can see that no query results in a direct match. There are many which include parts of our query, but not the entire direct match.

Google search results for homes with acreage and water views.

Related queries suggest to us other types of search terms prospective buyers are using.

Google's suggested queries for both rural land and water views.
Google’s suggested queries for both rural land and water views.

Therefore our resulting strategy is to build a page or post with updated, live results from the MLS for properties which meet our query terms. Most real estate websites now have such tools as components of the site, however, if yours does not, it’s time to invest in a website upgrade. [Call us to discuss how a better site can improve your potential leads.]

Specialization is the key to distinctiveness

Each further specification allows you to narrow in on a unique audience. These prospective buyers are seeking a very specific type of home, and by creating unique landing pages you can provide them with exactly the information they request, which earns you higher placement in Google search.

Why do these longer queries work better?

People are using longer phrases and topical searches. They’re searching [by voice] on their mobile phones. Voice queries tend to be much longer and formatted just like we talk, with natural speech. Your task is to use the tools available via Google suggested search and results to discern who owns which position and pinpoint the most unique position that fits your ability to serve the consumer’s need.

Zillow and other real estate directories are the most leveraged real estate search sites on the internet. They have exceptionally specific queries formatted and ready to be served to prospective buyers. Because you’re a local brokerage, you can better them. Google has a preference for local businesses for searchers in specific locales.. With diligence, you can best them for strategically positioned queries.

If your real estate brokerage needs assistance with the development of a strategic marketing plan to distinctively position you to be heard above the clamour of the market, give us a call. 828.333.4642.

Realtors: Use Better Photos

Put down toilet lids, remove extraneous personal effects
Realtors, look at scenes with the potential buyer’s point of view. Put down toilet lids, remove shampoo bottles, and extraneous items.

I enjoy browsing real estate websites and dreaming of new homes. Many people do. It’s a guilty pleasure and dream-building pastime.

Realtors are guilty of using low quality photos

However, one thing I notice over and over is that many Realtors use poor photographs. Not only do they shoot at low resolution, they select poor angles and elevations that fail to help the online homebuyer understand the relationship of rooms and features to the whole. Continue reading “Realtors: Use Better Photos”