The Complete Beginner’s Guide to Localizing Your Real Estate Business
Your business is local, and its online presence should reflect that.
Your business is local, and its online presence should reflect that. As a real estate professional, local knowledge is one of the assets you offer to clients. Increasingly, online marketing is the best way to prove that you are a local fixture. Statistics from Google show that 97% of consumers search for local businesses online and 20% of all searches are for local information. The Internet may be vast but, as with real estate, the “location, location, location” mantra still applies.
Social media is an important tool for reinforcing your local credentials online. If you follow these five simple steps, you’ll use this powerful approach to start generating local leads today:
1. Update Your Social Media Settings
Potential clients looking for a local real estate agent will not be able to find you if your address isn’t listed online. Facebook business pages, Twitter, and LinkedIn all allow you to enter your address and hours of operation. (If you don’t have a Facebook Fan Page, you should create one NOW.) In addition to proving that you are a local business, posting your address makes it easier for new clients to find you. Location increasingly factors into Facebook’s search results. Graph Search, which is gradually being introduced, allows Facebook users to search for businesses based on their location. Facebook’s mobile app also allows users to find businesses near their current location. Posting your address makes you visible and appealing to social media users.
2. Register With Local Directory Sites
In addition to making your business’s location visible on social networks, you should list your business on local directory sites. Being listed in these directories improves your Google search rankings because there are more listings for your business. Boosting your search results matters because research shows that 91.5% of searchers never look beyond the first page of results. If you’re looking for more local directories than Yelp and Yellow Pages, you can find a comprehensive listing HERE. Remember to keep your information consistent and update all directories if there are any changes. As Meaningful Marketing’s Jordan Caron explains:
Having the name, address and phone number listed the same will ensure Google knows your business and it’s address. Any variation and Google with get confused. As smart as Google is, if it sees your business listed with different names, addresses and phone numbers, it will start thinking there each of those is a different business.
3. Share Local Content
Being local is about more than your address. You also want to prove that you are part of the local fabric. This is especially the case in the real estate business, where customers rely on agents for local information. Sharing local content on social media is a great way of proving that you are an active and knowledgeable member of the community. Since research shows that 75% of consumers use social media as part of their purchasing process, this inbound marketing strategy is a great way to generate leads. If you don’t have the time to find and post local content, you should consider hiring a social media expert who has experience curating local content for realtors.
4. Interact With Local Businesses
In addition to sharing content, you can localize yourself on social media by interacting with other local businesses. You can and should like and tag Facebook business pages from your Facebook Fan Page. If you go to specific stores or like eating a specific restaurant, like the relevant Facebook page and mention it on your Page. Liking other pages expands your reach and proves to your social networks that you are an active member of the community. Sharing local tips, like sharing local news, is a way of delivering extra value and local knowledge to current and potential clients.
5. Ask for Facebook Check-Ins
You can use social media to generate local word-of-mouth by enabling check-ins on your Facebook Fan Page. When a client checks in at your business, their friends can see that they are frequenting your business. This is free advertising. Furthermore, since your Fan Page displays check-ins, it provides social proof that you are an active real estate professional.
Wrapping It All Up
Since search engines and social networks have a powerful influence on consumer habits, it is imperative that you take the time to localize your real estate business. By updating your social media settings, registering with online directories, interacting with local businesses, asking for check-ins, and sharing local content, you can gain more online exposure and generate more leads.
If you are looking to localize your business but need help with your social media strategy and posting, why don’t you get in touch with one of the real estate social media experts at CityBlast? Our specialist team will ensure that your Facebook, LinkedIn, and Twitter accounts appeal to local audience and are regularly updated with local content. Click here to get started on a FREE 14-day trial NOW!
