Last Updated on March 29, 2024 by Luke Feldbrugge
In today’s digital era, the art of marketing a website is important for real estate agents to understand and effectively implement for their business. This article offers a breakdown of seven effective website marketing strategies that can increase your online presence, improve your target audience engagement, and boost the number of qualified prospects coming to your website who sign up to learn more about your services.
Table of Contents
1) Website Marketing Strategies for Real Estate
2) Local Website Content and Local SEO
3) Email Marketing
4) Organic Social Media Marketing
5) Local Influencers
6) Local Media Press Releases and Mentions
7) Pay-per-Click Advertising
8) Traditional Marketing
9) BONUS: Niche Program to Help Grow Your Business
Key Takeaways for Marketing a Website
- Local SEO and content creation helps position yourself as a local real estate authority and drive organic search traffic to your website.
- Email marketing should be used to nurture leads and keep your audience engaged so remain top of mind.
- Leverage organic social media marketing to build relationships and increase online visibility as a local real estate expert.
- Collaborate with local influencers who align with your goals and purpose and have an audience you would like to engage with to extend your reach and credibility.
- Build relationships with local media outlets and online publishers to gain exposure, showcase your expertise, and essentially drive website traffic.
- Explore pay-per-click advertising options for immediate visibility and targeted marketing campaigns to drive more traffic to your site.
- Don’t overlook traditional marketing materials and make sure they also direct traffic to your website.
- Homes for Heroes offers tools and resources to help you stand out in a competitive real estate market. Sign up and schedule a time to learn more about the opportunities Homes for Heroes offers.
What is the key to successfully marketing a website in the real estate industry? The answer lies in leveraging a mix of digital and traditional marketing strategies. From local SEO and content creation to email marketing and pay-per-click advertising; all must be tailored to showcase an agent’s expertise, and their ability to deliver solutions that solve their target audience’s issues better than anyone else in their local market. And, the destination they all should point to is the website where traffic can be converted to prospects.
Website Marketing Strategies for Real Estate
Your website acts as the digital face of your real estate business, offering a first impression that can open doors. Your website should be the destination of your online marketing activities.
Marketing your website increases your visibility to potential clients actively searching for real estate assistance in your area, and by using effective website marketing strategies, you can convert website visitors into leads.
It also enhances your professional image, building trust and credibility with prospective buyers and sellers. By adding a local content focus to your website, it can also portray you as a sought after local expert.
Common Goals for Marketing a Website
Setting clear, achievable goals is the cornerstone of any successful website marketing strategy. Depending on where you are with your website, try to make your goals SMART, and they may include:
- Increasing Traffic – Aim to boost the number of visitors to your site.
- Engaging Content – Create content that resonates with your target audience, encouraging them to spend more time on your site and consider your services.
- Lead Conversion – Implement strategies aimed at converting visitors into leads, such as contact forms, newsletters, and lead magnets.
Understand Your Target Audience’s Needs
When it comes to marketing a website, you must know the pain points of your target customer and provide them with solutions to those problems. If you have a specific niche, or homebuyer and home seller clientele in your local market, that will help you stand out among your competitors. Tailor your content and SEO strategies to appeal to those in your specific geographic area that fit your target audience.
When is the Best Time to Market a Website?
Ideally the day your website goes live on the web and every day after; in other words the best time to market a website is now and continuously. Real estate is dynamic and people will always need a home, so your marketing efforts also should be ongoing while adapting to market changes and consumer needs. However, there are likely specific times you may want to prioritize more than others like:
- Before (and During) Peak Buying Seasons – Ramp up marketing efforts before the traditionally busy spring and summer months, and try to consistently maintain a steady level of marketing during the season to remain top of mind.
- During Local Events – Leverage local events or changes in the housing market to highlight your expertise and listings.
- After Major Updates – If you’ve made significant upgrades to your website or listings, use that as an opportunity to drive traffic to your site.
7 Strategic Tactics for Marketing a Website
These seven key website marketing strategies are the backbone of marketing a website. They enable a real estate professional to stand out in a crowded and competitive local market, and attract the most qualified website visitors. They help set your site up to be the primary hub for all of your marketing and communication initiatives.
1) Local Website Content and Local SEO
Local website content creation and local SEO (Search Engine Optimization) is about leveraging the power of the internet to connect with your community, showcasing your knowledge of the area, and positioning yourself as the go-to expert for all things real estate within your local market.
Local Keywords
Local keywords are phrases that potential clients use when searching for real estate services in your area. They often include location-specific words like, “homes for sale in [City Name]” or “best real estate agent in [Neighborhood].” Building local keywords like these into your website’s content helps search engines understand that your business is relevant to users searching for real estate services in your area. This gives you a better chance of improving your site’s visibility in local search results.
It is always best to use a keyword research tool online to discover keywords that perform better than others. Homes for Heroes recommends four free tools (you will need to create an account, and there are limitations to the free version): Moz Keyword Explorer, Google Keyword Planner, Ahrefs SEO Tools, and SEMRush. They each have their advantages, so try them out and find the one you prefer. Then, research keywords that are relevant to your market and integrate them naturally into your website’s content, titles, and meta descriptions.
Landing Pages for Local Content
Landing pages tailored to specific local markets or neighborhoods can significantly enhance your website’s SEO and user experience. These pages can rank for specific local searches, provide valuable information to potential clients about the area, and generate leads interested in buying or selling in specific locations.
Local Blog Content
A blog is a great tool for sharing local market insights, advice for buyers and sellers, and community events; establishing your authority and boosting local SEO. Regularly updated blogs keep your website fresh with relevant content, encouraging higher search engine rankings and increased engagement from visitors.
Video Content
Video content is highly engaging and can convey your local real estate expertise more personally and effectively than text alone. Create video tours of properties, neighborhood guides, and market updates to enrich your website’s content and appeal to a broader audience. Another benefit of using videos is it can improve your website’s search engine rankings, especially when they are optimized with local keywords in titles, descriptions, and tags.
Backlinks from Local Partners and Sponsorships
Backlinks are links from other websites to yours, which can improve your site’s authority and search engine rankings. Partner with local businesses and community organizations to get your website linked from their digital platforms (their website, emails and social posts).
Sponsor local events or contribute to community projects and request that your website be linked as part of your sponsorship acknowledgment on their website, in their emails and on their social posts if they’re willing and able.
These backlinks not only drive direct traffic to your site but also boost your local search visibility by reinforcing your community involvement and relevance.
Implementing a focused strategy on local content and SEO helps you connect with your target audience, demonstrating your expertise and commitment to the community. This is an important digital marketing strategy for real estate agents looking to market their website, grow their business and stand out in a competitive industry.
2) Email Marketing
Email marketing is not just about sending out messages; it’s about creating meaningful connections, nurturing leads, providing value that keeps your audience engaged and drives traffic to your website.
Email Newsletter
An email newsletter is a powerful way to keep in touch with your clients and prospects. A consistently delivered newsletter can provide regular updates and valuable insights to your core target audience, keeping you at the forefront of their mind. By including links to your latest blog posts, listings, or events, you encourage your email subscribers to visit your website for even more valuable content.
Tips for an Effective Newsletter:
- Keep it visually appealing and easy to read.
- Segment your audience to tailor content that resonates with different groups.
- Include clear calls-to-action (CTAs) that direct readers to your website, and to content that provide the subscriber with value.
Automated Emails
Automated emails can be a game-changer for real estate agents looking to save time while providing a personalized experience for their contacts.
Some automation journeys may include:
- Welcome Emails – Automatically sent to new subscribers, making them feel valued and introducing them to your services.
- Follow-up Emails – Sent after specific actions, like after a user downloads a guide from your website, and the email provides further information or next steps.
- Drip Campaigns – A series of emails designed to nurture leads over time, gradually guiding them towards making a decision.
Be sure to personalize messages with the subscriber’s name. Provide them with relevant information they will find valuable, that will solve or ease their questions or issues.
Use your automation platform’s analytics to understand which emails perform best, then adjust your email strategy accordingly.
Business Email Signature
The email signature is often overlooked but can be a subtle yet effective engagement tool that can be easily used for marketing your website. Common things to should include in an email signature are:
- First and Last Name
- Professional Title
- Contact Information – Phone, email, social handle or social media profile links to make it extremely easy for clients to reach out to you.
- Website Link – Your homepage is always a good option, but maybe there is a specific landing page or blog post you want to share with people.
- Optional: Professional photo (low-res)
3) Organic Social Media Marketing
Organic social media marketing is a legit website marketing strategy that leverages the power of social platforms to share content, connect with your audience, and drive traffic to your website without an advertising budget.
Marketing a website with organic social media marketing involves creating and sharing content on platforms like Facebook, Instagram, LinkedIn, X and Pinterest without paying for promotion. But, with all of these options, choose one (maybe two if you can manage it effectively) social media platform where your target audience, potential home buyers, and sellers are most active.
Commonly, real estate agents tend to gravitate to Instagram and Facebook. However, the platform that has grown the most is TikTok. The key is to post on your selected social platform with regularity. In addition, aligning your posts with when your audience is most active online, and delivering the content they appreciate most is how you will maximize visibility and engagement.
Hopefully you’re using social media platforms today, but if you’re not, here are some of the reasons why you should start using organic social media for marketing a website:
- Cost-Effective Marketing – It’s an economical way to promote your website and the services your business provides, especially when you have a limited budget.
- Build Relationships – You’re in the business of building relationships and social media platforms allow you to build and nurture relationships with potential and current clients in a more personal and direct way.
- Increases Visibility – The more you leverage social platforms to like, comment, share and message people; the more your profile will be given opportunities to grow your network of users within that social platform and give you more online visibility.
- Establishes Authority – Sharing valuable content establishes you as a knowledgeable authority in your field, fostering trust with your audience. Share real stories about your experiences and successes in real estate to connect with your audience. And don’t forget to make it local and leverage those keywords we talked about earlier.
Organic social media marketing is not just about posting content; it’s about creating a community around your brand and website. By consistently providing value, engaging with your audience, and showcasing what makes you unique, you can significantly boost your website’s traffic.
4) Local Influencers
Is there a local influencer in your market that you can see yourself partnering with because you align so well with purpose, values or business objectives?
If you’re not sure what we’re talking about, an “influencer” is an individual who has a significant following on social media or in the local community, and their position or opinions can sway the opinions and decisions of others in your target market.
Sounds like a person you want on your team, right? Well, if you’re not sure who this is in your local market, try to figure out who your prospective clients trust and look up to for local recommendations on where to live, eat, and shop. And, if they have a strong following on social media, YouTube, a podcast, or newsletter; find out how you can get more involved and how you can work together to benefit each other.
Engage with influencers when you have specific goals in mind, such as promoting a new listing, highlighting customer success stories, or boosting attendance at an event.
Here are some reasons why collaborating with a local influencer can be an important strategy in marketing a website:
- Extended Reach – Influencers can introduce your brand and website to a broader audience that you might not have been able to reach on your own.
- Enhanced Credibility – Recommendations from a trusted local influencer can significantly enhance your credibility and trustworthiness in the eyes of potential clients.
- Targeted Marketing – Influencers who align with your values and target audience can deliver your message to the right people in a more genuine and engaging manner than traditional advertising.
5) Local Media Press Releases and Mentions
This strategy revolves around getting your real estate business and website featured in local news outlets, online publications, and community bulletins. This type of exposure in your market can really help with reaching more potential clients and driving additional website visits. On air mentions and backlinks to your website are the name of the game with this strategy.
Local media outlets are always on the lookout for interesting stories and content that resonate with their audience. As a real estate agent, you have a unique perspective on the local housing market, trends, and community insights.
Attempt to build relationships with local media outlets and publishers who are likely to cover the real estate market and how it is trending in the local market. Position yourself as a local expert and go-to resource if they need a perspective for a story.
Identify local newspapers, online news sites, community blogs, and even local radio and TV stations that cover topics relevant to your target audience.
If you choose to write a press release or story pitch, the best times to reach out with press releases or story pitches are when you have something newsworthy to share. This could be an analysis of recent real estate trends, and local tips that relate to those trends for homebuyers and sellers, notable achievements in your career, community involvement initiatives, or innovative services offered through your website. Regardless of the subject matter, always include a link to your website.
6) Pay-per-Click Advertising
Pay-per-click (PPC) online advertising strategies for marketing your website can be a highly effective way to quickly boost your online presence and reach potential clients. Pay-per–click advertising involves using online platforms to promote your website to a targeted audience.
The most commonly used online PPC advertising platforms for marketing a website include Google Ads, Meta Ads (Facebook and Instagram), and LinkedIn Ads. There are other platforms available, but these are the dominant pay-per-click advertising platforms.
Investing in PPC advertising marketing strategies can provide immediate visibility. Unlike organic strategies that build over time, paid ads offer instant visibility. You can also target your ads based on location, demographics, interests, and even behaviors, ensuring your marketing budget is spent on reaching the most relevant target audience. Plus, with paid campaigns, you can track how many website visits and conversions you’re getting from your investment.
Please advise however, there may be limitations with ad target settings due to federal fair housing regulations. So, if your ads are not approved, you may need to adjust your targeting to meet the platform’s guidelines.
The best time to invest in paid marketing campaigns is when you’re looking to quickly increase your visibility, such as during a new listing launch, entering a new market, or when you want to boost seasonal promotions or events.
To effectively implement a pay-per-click advertising strategy for marketing your website, consider the following steps:
- Define Your Goals – Whether it’s increasing website traffic, generating leads, or promoting a specific property, having clear objectives around what you want to achieve will make a big difference in how you plan out your ads.
- Set a Budget – Determine what you can afford to spend and allocate your budget to the platforms where your target audience is most active.
- Start Small – Begin with a modest budget to test different keywords, ad formats, ad creative and messaging to see what works best for your target audience.
- Target Strategically – Utilize the targeting options available in each ad platform to narrow down your audience to those most interested in your services.
- Conduct Keyword Research – Identify the keywords and phrases potential clients are using to search for what you’re promoting.
- Create Compelling Ad Content – Use high-quality images, compelling copy, and clear calls-to-action to encourage clicks.
- Landing Pages – Build a landing page that conveys the same message as your ad creative and direct your ads to this landing page. Make sure your page has a clear call-to-action (CTA).
- Be Patient and Persistent – While PPC advertising can provide immediate visibility, optimizing your campaigns for the best results takes time. The ad platform needs to run your ad, put it in front of potential users that fit the targeting you selected, and determine if your ad is better than all the other ads trying to do the same thing.
- Monitor and Adjust – Regularly review the performance of your PPC campaigns and adjust your strategy, targeting, and budget allocation based on what’s working best.
7) Traditional Marketing, Printed Handouts and Leave-Behinds
In the digital age, building and maintaining a strong online presence is important to remain competitive in real estate. However, we must also address traditional marketing strategies to help promote your site, like printed handouts and leave-behinds, as they continues to be a good way to send traffic to your website.
We likely do not need to say much about printed materials since they are staples of real estate marketing, but we will say they must always include one or both of the following:
- Your Website
- QR Code to your website
In Conclusion
Real estate agents who put these seven website marketing strategies into play can significantly enhance their website’s performance and effectiveness as the digital face of their business. Each strategy serves a distinct purpose in elevating a real estate agent’s local online presence and driving essential traffic to their website.
Based on the time, money and assistance you have available to execute these strategies should dictate how many of these strategies you decide to use. Some are likely higher priorities than others and those should receive most of your focus. As more resources become available, you can add another strategy to your website marketing plan.
Niche Program to Help Grow Your Business
We hope you found this article helpful. Since you’re in the growth mindset, if you have not spoken with a member of our team about the niche program we provide and the benefits it can offer your business, now might be the right time as you’re thinking about ways to grow your business online.
Homes for Heroes can help you specialize in your market and grow your real estate business by focusing your services on helping your local heroes buy, sell or refinance a home. You can offer them something special, something beyond the transaction, by saving them significant money as a way to thank them for their service.
Simply register and schedule a time to learn more about the benefits of being a Homes for Heroes local market specialist, and become the agent or lender your community heroes want to work with for their home and mortgage needs.
