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