After creating a niche blueprint for a travel website, I became more fascinated with repeating the same type of blueprint, but for other niches and today I’m going to go over real estate, a popular topic and business idea people want to profit of and I’m going to show you how it can be done through a website.
Examining the real estate niche in detail. What we’re really trying to accomplish:
Although I have personally never been an agent, after looking for months for an apartment and going through various agents, agencies and basically the whole system of real estate, it became very apparent to me that:
This market is HIGHLY competitive. Agents post listings on popular sites in an effort to find leads, connect with them and then follow up with them. Unfortunately most of these channels are basically nothing more than cold calling efforts, meaning that usually it’s very hard for these channels to yield that many benefits (although they do work).
Commissions by the agent are made via a fee that is charged when the client signs a lease. Typically the commission is 10% of the yearly price of the home/apartment or consists of 1 month’s rent to be paid in addition to other fees to the agent.
Despite there being always people looking for new homes (moving in, moving out, looking for people to rent their homes, ect…) depending on the market, prices and various other circumstances, most agents I know who go about the traditional way of finding leads are usually in short supply of clients and find themselves desperately looking to get more to make ends meet.
This however presents an opportunity…
Since most of the traditional channels of marketing your services online and offline are a bit saturated, it does not mean that there is a short supply of people looking for homes, but it does mean you, as the agent need to find better and smarter ways to find these clients.
Hence we have our problem, an opportunity and the solution:
Most channels of real estate lead/client gathering are tough to break through since so many agents are “fighting” to get leads.
Even agents who make websites don’t know how to market them correctly, thus they basically have an open door to their business but set up in a way in which few or no potential leads will ever be able to find them.
Considering local real estate, depending on which area you live in, you can have anywhere from 100’s, to 10,000’s to even millions or more potential leads at anytime looking for homes. More metropolitan areas will obviously have potential vs something more suburban (unless it’s close to a city).
With the proper marketing (through the internet that is), an agent (who is hopefully an honest one) can make a website, attract clients through Google and other channels and basically have clients come to them on basically autopilot instead of having that agent “scavenge” through the traditional channels.
Alright, let’s see how an agent can make a site:
Provided that you have a license, from what I know, you CAN practice real estate on your own. Lots of agents do business through an agency, but in this case, it may be more beneficial long term to venture out on your own.
Basically, your job is to:
Step 1) Pick out a real estate niche that includes your local area and possibly something near it.
If I live in New York City, I’d want to make a site that targets people in the New York City area, not necessarily just a small county within it. I can later include different pages for different counties to narrow down my content, but targeting the greater NYC area for leads would be a narrow enough niche in this case.
Step 2) Create a website with several pages that pertain to your area’s real estate information.
For starters, I’d add a personal page which explains who you are, your license, picture and an explanation of why people coming to your site should trust your advice.
If you have previously happy clients, create a testimonials page and mention their stories and/or include testimonials. You may also want to create a Facebook Fan page where you list these things and have people like your page (maybe friends and clients).
If you have specific emails which your clients do NOT mind sharing, take a screenshot of them (don’t copy/paste them since it MAY be duplicate content if you post it and it’s elsewhere on another site) and share that image.
Step 3) Include a contact page and mention that it’s free to get in touch.
Contact pages are absolutely essential for any local business page, no matter what the business is. On the contact page, make sure to include your address (if you have an office preferably), a fax, email and work number. Hours of operation are also highly suggested.
Include a fill in form (an option for visitors) to select what they’re looking for (1 bedroom, 2, 3, ect…), maybe something on the lower level of a building, a house, a home with an elevator, ect…
Be specific as many people do seek something with certain parameters. In my case, I always sought something where the kitchen was right near a window. The more specifically you can get and give clients choices, the better it’ll make it for you.
Step 4) Create an “introduction page”.
Basically a homepage within which you describe your services and link to the above 3 pages you’ve made. Your job is to let people know that you are a trusted agent they can get in touch with should they seek apartments/houses in…and mention the area where you can find them homes.
Include pictures of listings that are available, meaning images and parameters (size of home, prices, fees and basically be transparent).
Step 5) “List” your listings on popular rental/buying websites.
Yes, this is technically cold calling, but so far, what we’re doing is very basic and necessary stuff. There are many sites that have specifications and large traffic numbers that come to it where you as an agent can list homes, prices and possibly even include a link…
Well if you can place a link on the said site/s, do it and link it to your website.
Now, these 5 steps are only the default ones…
I believe from my marketing experience that those 5 steps should be included on every single real estate site an agent makes. However, the next steps are going to be the ones which basically create an avenue for which your clients will come…
Step 6) Find keywords related to your local real estate area and the general topic.
This is where it becomes necessary to know online marketing. Keywords are essential here. While many clients look for home through the step 5 sites, there’s many who Google what they’re looking for.
Research low competition keywords pertaining to your local area and start writing blog posts about it on your website. Each new topic you find, that’ll be a new blog you write about. And within each blog post, link back to your contact page you made…
Let me give you an example. Consider that I am an agent, living in NYC aiming to get clients. What terms would I look for to attract people who want to find a home in NYC and the specific areas of it, say…Queens, Long Island, Manhattan and all the other areas that make this area up? Here’s a quick list of terms I found:
Now all of these terms are low competition (well maybe one is a little high, but the rest are fine). And for each of these terms, you’d write a blog post about the said apartment, rental topic, ect…
People who seek homes probably seek them in safe places right? Well write about the safest locations in NYC for example where people can rent. Then link them to a listing in that area which you’re promoting.
What about quiet apartments? Yeah people love those too. Write about the quietest locations you have on file and link them to your contact page so they get in touch with you and you try to sell it to them.
Basically, you’re not just writing about actual real estate listings, but you’re also writing about common topics within the real estate topic as a whole (safe, quiet, affordable places, ect…) the more you can find to write about regarding these things in general and specific locations in YOUR area, the better it is for your whole site to become noticed by Google.
Combining all of the steps into 1 site and the potential results it could bring your business:
All of these terms will get you clients and traffic and to a point where you won’t have to rely on all the cold calling areas and/or finding leads through scraping business cards and handing them out.
Writing on keyword topics that are locally related will get you people in YOUR area seeing your site on Google. The competition is generally pretty low for most long tailed keyword terms that deal with specific apartments/houses with specifications so you can collect leads that way.
Furthermore, writing about common real estate topics that are both local (such as safe neighborhoods for example) and tips on finding apartments can also bring you some good traffic and people recommending your page to others.
Basically step 6 out of all the steps is the defining one that can bring you the business, but it’s the combination of the first 5 steps which will set up your business so that the traffic landing on your page can funnel to your contact page, get in touch with you, possibly schedule a meeting so you can show them said place and potentially make a good commission of it.
This is stuff most real estate agents do not know about and frankly, neither do agencies, marketing on this level is both unorthodox, but also extremely effective if you just put in the work on blogging about the common, popular topics dealing with the area you live in and basically helping the niche audience find the apartment/house they’re looking for.
Need help setting up this type of website? Then do this:
If you are an agent seeking to accumulate more clients, then know that this blueprint is based off a proven formula of creating a successful niche site. It’s a matter of making your page and putting in the work on writing the content to attract the clients.
Although the 6 steps may seem broad, what I would recommend is that you follow the training of setting all of this up specifically from the following program called Wealthy Affiliate which deals professionally on helping you set these types of sites up.
There is an immense amount of business out there waiting for you, in the real estate arena if you just know the unorthodox ways to market there and Wealthy Affiliate will teach you how to do this, so while other agents struggle to get their clients the regular way, you can and will enjoy the privilege of having your clients find you, in droves.