real estate website

 How to create the perfect real estate website

Creating the perfect real estate website: is it really possible?

If you too, like most licensed real estate agents , are looking for this answer, then we recommend that you take a few minutes of your time, get comfortable and get a better idea about it by reading this article.

Operating in the world of real estate sales, becoming a profound connoisseur and true professional, is undoubtedly an undertaking that requires extreme patience and perseverance, but above all a continuous, assiduous and persevering updating.

The real estate sector, in fact, falls within the ranking of the commercial environments most subject to competition.

Being at the forefront of competitors can make a difference for a real estate agent

Real estate agencies predisposed to change and above all open to new technologies, are in fact statistically those that are able to reap the greatest benefits under various aspects related to their business.

What are the advantages of having an updated and well-maintained website?

  • Expand the company’s customer package
  • Greater visibility
  • Differentiate from the competition
  • Offer innovative services

In a historical period in which the Internet and the web ecosystem have assumed an overwhelming importance, it is clear that for anyone who sells a service or a product, an online presence is essential .

If you are not present on the web, you limit yourself massively and presumably too harmful to your business. A real estate agent tends to be a hungry entrepreneur for success : the more things he does, the more he still wants to do.

From this psychological cue that unites the professional category, it is good to underline the profound importance of always keeping up with the times and changing technologies.

Do you remember when to be a good real estate agent it was enough to go to the square and have a chat at the most populated bar in the city? Maybe we are going too far back in time and the last generation of real estate agents will already be used to a new professional setting, but here, to date, attending the central bar is no longer enough.

To leave your mark and increase the good name of your personal brand and your real estate agency, it is essential to be regular visitors to the new central bar: the web.

Here’s how to hit the spot and win more genuinely interested buyers

Another problem not to be underestimated for a real estate agent is that related to the type of potential leads.

All possible buyers could become real customers , but how? With good chances, it will happen that those who approach the search for a new home, will begin to look around without having clear ideas or knowing with certainty who to turn to.

This is where a good presentation comes in first and foremost.

Where can you make a good first impression, if not on the web? If your website turns out to be devoid of identity, not usable from mobile, or even worse not updated, you can be sure … those customers will never find you.

Website: it is not a cost, but an investment

In the specific case of real estate agencies, choosing to have a performing website can only be an advantage in the medium to long term for the company.

On the other hand, it is sad to discover that even today, there are entrepreneurs who choose not to have a website that represents the company for reasons linked to anachronistic and objectively wrong costs and cultural heritage.

So do not be frightened by the costs necessary for the realization of your online identity : choose a professional attentive to business needs and able to really improve the situation.

Do you really want to become the point of reference for potential customers in the area in which you operate and give a value boost to your business?

Then, inevitably, it will be necessary to carefully build a dedicated website that clearly explains who you are, what you do and above all what you can offer. Just think that among the myriad of websites on which possible buyers will be sorted, there must be yours and it must be flawless.

The website created following the real business needs

Particular attention, when studying an online action plan, must be cut out to establish what are the possible needs of your customers.

Remember that the website you are going to create will be the business card of your business , so it will have to attract and convince.

Since you are a real estate agent in the new millennium, you will know this concept perfectly: in the world of the web you will never be able to know for sure who your contents are reaching, therefore they will need to be elaborated and produced to hit as many audiences as possible.

But how do you understand which audience you are addressing?

First of all, carefully studying the target market can certainly help you understand how to shape your online identity.

What type of property does your agency deal with? What trades are we talking about? These analyzes are purely personal but absolutely essential before creating a real estate website from scratch.

To have advantages in terms of increased visibility and therefore also of potential customers, will it be enough for you to set up a website? Absolutely not.

The truth is, creating the perfect real estate website isn’t that simple.

  • Analyze the competition : have you decided to create an online identity but you don’t know where to start? So, first, find out more about what the competition offers on this. What kind of website do the agencies operating in your area have? What services do they offer? This data will be essential to start understanding what might work and what isn’t right for your business.
  • Offer a quality product : remember that quality always pays. For this reason, especially online, it will be essential to get potential customers a product that is of high quality. Beauty appeals to anyone and anyone who lets himself be conquered more easily by something that appears pleasant and of quality to the eye.
  • Do not improvise : improvising a trade is almost always a false move; if you don’t have the right skills to take care of something related to your business, don’t. Learn to delegate, this is one of the hardest tips to put into practice.

Regardless of whether you are a seasoned digital real estate agent or a newcomer to the world wide web, following the three steps above will help you start thinking about how to create the perfect real estate website for your business.

Types of websites: choose the one that best suits your real estate agency

What shouldn’t be missing from a real estate website? Let’s find out together the various sections to be included to build the perfect real estate website.

    1. About us : a page that tells the story of the company and maybe presents one by one the members of your real estate team . Probably the inhabitants of the neighborhood where your real estate agency is located, will see your employees every day in the streets of the area. But do they really know them? Giving a name, an identity to faces, is always a good thing.
      Choosing to present your entire team, perhaps describing each member of the team with a characteristic characteristic of his character, can only break down distances and facilitate possible relationships.
      You know, the job of a real estate agent is based on building relationships of trust. Why not try doing it online too?
    2. Services : an entire page dedicated to the services offered by the real estate agency explained in a clear and concise manner will facilitate everyone’s work and guide the client without letting him grope in the myriad of real estate websites present online.
    3. Geo-localized : for the activity of a real estate agency this aspect is of fundamental importance. As is now well known, also thanks to the most authoritative real estate portals, circumscribing the area in which one operates on a map, will guarantee the potential customer to make more targeted searches and to compare the properties in the same area. To be even more widespread and targeted, choose to dedicate a section of your website to an always updated map, which allows the customer to find out with a simple click, if there are and what are the properties that are in the area of ​​his interest.
    4. Real estate portfolio : almost obvious but it is always good to underline it, the portfolio of real estate proposals for sale or lease is of essential importance. Again due to the fierce competition, this step is extremely important, since it is no longer enough to list the characteristics of the houses in a schematic way. Rather, it creates real emotional stories to entice the reader to contact and to make sure that from the first moment, one can imagine in those spaces.
    5. Updated floor plans: a useful service to help understand the actual spaces of a housing solution could be to create a furnished floor plan and perhaps in 3D. In fact, thanks to the countless tools made available by the web, it will be very easy for anyone to find the easiest way to create them and make them available to leads.

That’s all? To create a perfect real estate website that is performing, there are many ideas

Let’s find out how to improve visibility on the web and increase potential customers, and consequently conversions, that is, the sales of your real estate agency.

Responsive website

Think about the fact that by now most users surf the web from mobile devices and therefore deserve to be in front of sites that are functional, easy and suitable for mobile viewing: therefore, create a responsive website.

Especially for the type of market and because of the management of real estate agencies, it is necessary that the images are displayed correctly and that the textual parts are legible and clear. In this way you will not risk losing customers who would abandon the navigation if they found it complicated and inconvenient.

Virtual tour: 360 ° marketing

A new trend that is depopulating in the world of real estate agencies and which we have talked about several times in our blog is that of the virtual tour . What is it and what does it consist of?

The virtual tour is an innovative real estate marketing tool that allows the customer to take a real tour of the house thanks to a system of 360 ° photographic shots . In fact, it has been tested that the customer, entering into the heart of the environments thanks to this system, can appreciate the real estate proposal more, or easily discard it if it does not meet the aforementioned criteria.

This service, in addition to being extremely appreciated by potential buyers, is also an excellent facilitation for the real estate agents themselves, who will avoid wasting time with customers unwittingly not interested in the sale proposal, instead dedicating their efforts only to those perfectly suited target.

Blogging: a very useful idea to increase the organic traffic of the website

An interesting idea to increase website traffic related to your real estate agency could be to create a real estate blog . To optimize visibility and therefore potential conversions, it is useful to create quality textual content.

Managing and taking care of a blog is a job that requires patience and perseverance, the results generated by this type of activity are in fact concrete but slow to arrive. The topics covered on the blog must naturally be original and above all in line with the target of your company.

It is also important to consider that to get the desired results, you will need to follow the guidelines relating to online writing.

In fact, search engines reward texts written with a view to SEO (Search Engine Optimization – Optimization of positioning on search engines) compared to those that have not followed the rules relating to writing on the web.

If by hypothesis, the type of properties present in the agency’s portfolio relates to mid-range apartments, the ideal would be to associate contents that give practical advice relating to the management of the environments. For example, give some useful ideas to take care of the details of a house similar to those offered for sale.

Otherwise, if you specialize in dealing with luxury properties , the identity of the blog associated with the website must also be consistent with the service offered . In this case, in fact, you might think of writing content related to advice related exclusively to top-of-the-range properties.

Live chat: “how can I help you?”

A fun but performing way to generate leads is to create a chat that can meet the customer’s needs during the time period dedicated to browsing your website.

If users are just scrolling through the images of a sales proposal on the portal, they could be assailed by easily resolvable doubts: why not dissolve them? In this way, customers will not only appreciate the attention and speed, but you will have already partially conquered them and therefore you will have already solved a considerable problem that characterizes the first contact.

Newsletter and form to fill out

In general, users describe themselves as skeptical of providing personal data, for fear of being bombarded with useless information and wasting time. So how can you do to create empathy online and generate new leads?

You could think of inserting a section on your website dedicated to exclusive offers dedicated to loyal users subscribed to the newsletter .

Those looking for a house always hope to find the best solution before someone else. A good idea might be to reserve exclusive previews only for registered users on the agency’s website.

Psychologically, the customer will feel more pampered in this way and will gladly accept being part of an elite and exclusive circle of customers.

For your part, however, you will offer an innovative service and above all at no cost. In this way, however, you will be able to create a circle of possible customers, also drawing on those who initially defined themselves skeptical and doubtful.

Sharing successes: a winning school of thought

You could dedicate a section of the website to share online the goals achieved in recent months. A new and winning school of thought that we feel like marrying, in fact, is precisely that relating to sharing successes.

In fact, one could think of inserting in the dedicated section, through captivating graphics, a poster with the “sold” of the month and why not, maybe even a photo shot that portrays the satisfied customer. This could be a simple and inexpensive way to do some healthy advertising.

Property owners: a fundamental asset for your business

Until now we have chosen to almost take for granted an essential aspect for the success of your work, the relationship with the homeowners.

In fact, if even for a moment you think about the phases of your work routine, where does it all begin?

The fabulous gear of your work begins with them, the owners of the properties who choose to entrust the sacrifices and savings of a life to your professionalism . They must not necessarily be disappointed in your work. So why not reserve a section of the website just for them?

Generally, whoever owns a property intended for sale or lease, defines himself as intimidated and doubtful about the real estate professional to choose.

This fear on the part of the owner must make you understand, dear real estate agent, how delicate and often difficult it is to entrust in the hands of a stranger a good so intimate and certainly full of emotions and memories as your own home.

For you, as for all your colleagues, real estate properties will now be looked at solely, or almost exclusively, from a business and productivity perspective.

But try to imagine for a second that you carry out a profession other than that of a real estate broker and that you have to decide to put your house up for sale: would that be simple?

We suggest the answer: absolutely not. This is the real reason for the objections that potential homeowner customers ask you every day before entrusting you with the sale.

Presumably they will never tell you explicitly, perhaps because they are not aware of it either; yet, it has been tested that the objections are always the same and all attributable to this (perhaps right) fear.

How to resolve and avoid objections?

Remember that we are talking about online identity, which today, as already mentioned, is a very important business card to increase visibility and the number of customers. It would therefore be an interesting idea to dedicate a web space just to customers , of which you will need to gain trust first of all.

Always after analyzing the target audience in your area of ​​expertise, then study a marketing plan dedicated to homeowners.

What would they like to read by accidentally landing on your agency’s website? What doubts could be easily dissolved?

As for this kind of analysis, it is clear that there is no one-size-fits-all answer. The best strategy is always the one that is most similar and closest to your type of real estate business.

Your own marketing strategy applied by the competing real estate agency located one block after your office could turn out to be bankrupt, and vice versa.

However, to stay on general lines that could include common needs, let’s see what services could be useful for the owners of properties intended for sale to be attracted to your real estate agency.

Reassure the customer. All time.

Convey professionalism. Unfortunately, the real estate agent, as you well know, carries with him a wrong legacy linked to his professional figure. In fact, it was once thought that real estate agents were only improvised and without training.
This popular belief, erroneously handed down, has led to a sense of chronic mistrust of these entrepreneurs who are always well dressed in the mentality of most people.

What to do then to eradicate this false myth? In part it must be admitted, to date also thanks to information and the dissemination of news, real estate agents are getting the right professional awards.

To avoid any doubts, however, a single and essential element is necessary: professionalism. It is therefore necessary to make the client understand that he is dealing with a serious and reliable professional, certainly not with someone who is improvising the job.

To make this perception immediately reach the eyes of the owner interested in selling, you could adopt a series of services, which we have summarized for you.

Technical consultancy

In the section dedicated to services reserved for homeowners, you might consider adding technical advice. What is it about?

This is an evaluation of the property studied in detail and, precisely, of a technical nature.

Think about the impression that the client might have when he sees the real estate agent arrive at the house for an evaluation: would the impact change according to the type of consultancy? Of course yes.

So, in order to make a good impression, it is good to explain to the customer what a technical consultation consists of to estimate the value of his home. Remember that there is a good chance that the customer will have several appraisals done before choosing who to entrust their home to sell.

The only way to try to gain the customer’s trust is precisely that linked to professionalism.

Technical evaluation

Here’s how to make a good first impression.

  • Expertise : offer your customers an expertise that is exclusive and designed solely for that property.
  • Reserve the response : after having made the evaluation, do not launch yourself into numbers of value relating to the solution just viewed, but reserve the right to study the material collected and resent the customer to provide all the documentation with the relative evaluation. In this way, your work will be extremely more professional and, moreover, you will have already established a second contact with the customer, having to resent him to communicate the evaluation price.
  • Use the right tools : never do a survey empty-handed, armed but with a laser meter, a data sheet to fill out, a questionnaire and everything you need to collect as much data as possible.
  • Do not go away leaving the client empty-handed : the potential client will have to remember you even when he is courted by all the other agencies in the area. What to do then? Leave your mark, of course. Before greeting him after the examination, instead of the usual business card, leave a gadget useful for everyday life in his house.

Gifts, as we know, are always appreciated by anyone. In this delicate step of your work, in addition, you will play on the psychological aspect to try to be remembered (hopefully positively!).

It seems superfluous to add, but it should be emphasized, that it will always be good and right not to talk about prices and numbers on the website. So no to schemes with zone or neighborhood parameters, no to online assessments or the like.

Remember that talking about numbers related to hypothetical market prices will have to be the last aspect to be dealt with together with the customer: that’s where everything is at stake.
The perfect real estate website is undoubtedly the one that most significantly matches the characteristics of your real estate agency . Don’t think that a standard real estate website is the one that will necessarily be right for you.

In the world of the web everything (or almost everything) can be monitored, analyzed and above all modified.

Do you think you have clear ideas about the creation of your new website?

If you still have doubts about the structure of the sections, don’t worry. The web showcase has a very precious feature: everything can be changed. What does it mean?

There are systems, such as Google Analytics , able to draw up real analysis of the data relating to the progress of the website. Thanks to this kind of tools, you will be able to periodically monitor and check what is working and what should be changed.

We have already talked about the main objective that pushes entrepreneurs to be present on the web: to increase visibility and, why not, also conversions.

For example, if you realize that your website is working very well in terms of results for lead generation but is converting very little, then you will necessarily have to reorganize the part relating to the real estate portfolio and leave the one designed for increasing visibility unchanged. an end in itself.

If, on the contrary, you are converting well but you are acquiring few new contacts, then you might think about modifying the part relating to the contact forms and the newsletter.

Changing, updating and improving is always good, but remember that achieving the right authority in the online world is not so simple. To get a loyal and real audience, it will be necessary that your name and logo remain imprinted in the eyes of the users on a visual level, although you cannot control who the content is actually reaching.

In fact, even if it is very useful to use the tools related to the analysis regarding the traffic and the time spent by a user, it is much more complicated if not impossible to refine the content based on who will read it.

Remember that creating the perfect real estate website will serve you to increase the user base of your business, it will then have to be your concern and care to treat it as a real profitable investment.

Real estate website: do it yourself or ask the expert for help?

As for the aspect related to the actual programming of the website, we have already mentioned our thoughts on this. In the world of work in general , it is always good to rely on professionals in the sector from whom you hope not to receive surprises.

We all have the famous “cousin” who, by way of favor, will be able to create the perfect website for us. Is it worth it? Does your real estate agency, and therefore your job, deserve a low-cost investment that may not produce the desired results?

To be honest, however, we must suggest and admit that, nowadays, thanks to intuitive and easy-to-use platforms, almost anyone could set up a website, simply buying a hosting space and a domain name.

It is equally important, however, to remember that given the product sector in question, you will need a slightly more complicated programming than what is needed to create a showcase site. For your real estate agency you will need an integrated management system , in which you can easily share, modify and delete properties for sale or for rent.

Investing in digital marketing, if done correctly, can bring satisfaction that you otherwise would not have had.

Following this school of thought, it will be easy to reach the conclusion: relying on a team of marketing experts will be the best solution .

How to create the perfect real estate website? Now you tell us!

Whether it’s “homemade” or built by the best marketing and development agency in your city, your perfect real estate website is ready to be launched into the ether.

Are you ready? Have you perfectly analyzed all aspects related to target, competition, product and offer?
So let’s say that all that remains is to launch yourself into this new digital adventure, during which you will gradually see extraordinary results materialize, until you wonder why you waited so long before expanding the catchment area of ​​your real estate agency.

Anyone looking for a service or a product, whatever it is, the first move they make is undoubtedly to find answers on the web.

Even if your agency is located in a geographically reduced reality or a small provincial town, the Internet has taken root to such an extent in everyone’s daily life that it has become essential. With just one click, you can in fact shorten distances and above all solve problems that would seem insurmountable.

Do you have to sell or buy a house? Search directly from your smartphone for the real estate agency closest to your needs.

This is the concept that resonates in the mind of each of us when he is faced with a need to be solved.

So why not meet those who could become your potential buyers tomorrow, creating the perfect real estate website for them?

 

innovates real estate

BeHouse, the new network that innovates real estate

We at WeAgentz have always been promoters of the collaboration between real estate agents, a collaboration that must be born both between the agents of independent brands and between those of the franchising groups and real estate networks, whether it is the most famous Tecnocasa, Re / Max, Gabetti, Toscano or BeHouse matters little. Just as we are avid supporters of professionalism and good reputation which, starting with individual agents, should continue to permeate the real estate world for healthy growth of the sector, brands and professionals who gravitate around the Italian Real Estate planet and beyond.

We are pleased to note that a new real estate group, born only a few months ago, seems to have taken our same interests and objectives to heart, so much so that it presents itself on the market as the most modern and revolutionary Made in Italy network in the real estate sector. We are talking about BeHouse, the Almond Italia brand born on the initiative of the founder Andrea Anedda.

To better explain the BeHouse project, we reached out to the founder Andrea Anedda, who explored the dynamics of the network with us, analyzing the functioning of the franchises in Italy and the differentiating elements that distinguish the new BeHouse group. Here is a very detailed and in-depth interview for you.

Andrea, thank you for being here with us. Tell us about your background in the real estate sector and what was the spark that led you to create the BeHouse brand.

Thank you for the opportunity you offer us to make our project and the BeHouse brand known.

I started working in the real estate sector at the beginning of 2006 in a well-known Italian franchise, for about 3 years, in which with dedication and passion I obtained important results and awards that have certainly contributed to creating the foundations for my entrepreneurial path, which I started independently. at the end of 2008 when I set up my first real estate company and created my first brand, Capoluogo Immobiliare, but I will not dwell on this and I refer for further information to some publications that can also be consulted in the Millionaire magazine in November 2014.

Before answering the question, if you allow me, I will make some premises that I personally consider important, which led me to create a new project with the help of esteemed professionals.

A first premise relates to the real estate market which today is characterized by many proposals for franchising or similar affiliation by both SMEs and large companies, which however do not actually allow a high level of autonomy and which actually have a hierarchical structure that objectively limits the work of the new affiliate, except in exceptional cases determined by high turnover.

Second point: beyond the low or high entrance fee at the time of joining or a more or less economic monthly royalty, you are still bound to purchase all the merchandising from the parent company, which in my opinion only in very few cases it is modern and with a layout suitable for today’s times, which can hardly be customized with your own business despite having creative and interesting ideas with respect to the offer of the parent company.

Third, the tools provided to affiliates, for example management systems and web portals, are technologically obsolete or outdated and in most cases they are developed by third parties, thus preventing them from determining an adequate level of customization and also suited to specific needs. . The upgrades generally take place every two years and are rarely the result of a design study, but rather of an attempt to align with competitors.

Fourth point, and I will not go further, in the market a certain mistrust has long been created in the role of the real estate agent and in the work of the agencies, regardless of the brand used or the slogans that are promoted, to the point that today we turn to a mediator is the last option considered by the potential client, who therefore considers it superfluous or burdensome to rely on this professional figure. This is because, in my opinion, it is also necessary to re-establish ethics in the profession and clearly raise the quality of the service, so that a person can be decisive, informed, happy, serene in evaluating the professional’s support and consequently pay him the right commission.

Having said that, BeHouse’s mission is to be able to create a network, therefore a real estate network accessible to all operators involved in the sector with precise specifications and which certify a solid professional background, built with passion, determination, but I also reiterate with a ‘ relevant ethics; I believe that our project is a healthy and fresh proposal in the sector. Hence the spark to start a new project, a new idea, which was born and proposed on the national market at the end of October 2016 behind my precise investment will to set up a real network that involves real estate agents and agencies, so that we can really raise the level of customer service quality, making available to all the protagonists the necessary tools to be able to operate with the characteristics already described above. So basically with a high degree of professionalism and innovation not only from the point of view of the technical tools used, but also with a new method of customer management and a well-identified style of planning and preparation of work and sincere hospitality.

I believe, if I may allow myself, that you too with WeAgentz have seen it necessary to support people, potential customers, in evaluating the professionalism and reliability of the real estate agent to contact, considering that in most cases, potential customers they are ordinary people, who with sacrifice and few resources have to make an important choice, sometimes unique in their life. how is the purchase of a house or a possible rental solution suited to your needs. I believe that we cannot think only of profit and try to close the business in every way, because this risks further distancing the credibility and trust placed on the agent, thus discrediting the professional figure. Certainly your project will reward the many professionals who are there and who work with transparency and passion; we know that the Internet, today, is certainly the most important means of communication in the world to inform oneself and to draw one’s own assessments.

You introduce yourself as “the most modern and revolutionary brand in the real estate brokerage sector”. What do you propose that is so modern and revolutionary?

I would like to clarify that we present ourselves as “the most modern and revolutionary Made in Italy network in the real estate sector”, I underline Made in Italy and of this, with the right humility, we at BeHouse are proud and it is a source of great pride for us. We don’t want to go on with slogans or boasting numbers to gain the trust of operators and customers. For us today the important thing is to go to the substance, regardless of numbers and percentages to be displayed for advertising purposes only.

We have focused strongly on new ideas and solutions that we believe will be successful and, with patience and continuous work, we are optimistic that we will see the results in the short term.

We define BeHouse a modern brand, because we present ourselves with a fresh, essential and direct style, analyzing the good things that have been done in previous years by third parties and by competitors, but adding what we believe are the right innovations for a prompt modernization. It is enough to have a broader overview to easily see, even on the Internet, that most agencies and brands have not yet renewed even the layout and web structures, in an era conducted commercially by the web and social networks.

In BeHouse we think that adequate communication and a modern presentation via the Internet are the basis for starting a project, so that those who want to acquire information about the brand can do it with pleasure, immediately but also with the necessary rationality; I invested mainly in a young and specialized technical team, able to offer a layout, graphics and therefore a contemporary style, in step with the times and accessible to all from mobile devices, now in use in a greater percentage than even the notebooks or classic desktop PCs.

We develop in-house, taking advantage of the good that had already been designed and present on the market, a multifunctional web-based management software exclusive for Real Estate with an extremely intuitive touch concept.

A system that integrates a back-end in the user-friendly mode available to agents, from the simple request by a customer to the digitization of forms through a cloud system designed in detail, from the digitized archiving of property documents to accounting management and invoicing in a simple and immediate form able to be assisted and shared in real time by accountants and professionals connected to the agent to receive managerial support for the activity, performing and continuous.

We consider the proposed and integrated solution for the management of the real estate portfolio interesting, a complete and immediately shareable solution on your own web page or dedicated mini-site and on the entire platform; we also thought it necessary to concretely build customer loyalty by providing them with a reserved area that offers up-to-date information on their requests or the services for which they have entrusted and trusted the agent or agency exclusively. We certainly believe that the BeHouse technological project is modern, which connects all these operational and production processes in a single cloud dashboard, that is, having all the information and documents always available and at hand even with tablets and smartphones as well as from a PC. with any browser, thus favoring the dynamism of the agent’s activities, who therefore have a perfectly operational virtual agency at his disposal, in the same way as the physical one. To support, we also offer a dedicated secretarial service for managing calls and appointments. But I don’t push any further otherwise I run out of cartridges! I’m joking, obviously.

Continuous. What is revolutionary is the change in style, form and organization. In addition to our concept, pass me the term, “agent 2.0”, in BeHouse we focus a lot on training and spreading a new culture of the professional. I’ll explain. We have found that many brands or agencies still recruit young people or novice staff, passing them some basic information with the primary objective of growing the number of affiliates, sometimes creating the mindset of easy earning and presenting them with continuous awards, certificates, gifts. , award plates, etc … to stimulate the agent. There is nothing wrong with this, for heaven’s sake, but we prefer to talk to professionals, transfer hunger for work culture, in-depth knowledge of the sector, human and professional growth, requesting from the agent only 5% of the recognized commission. We do not impute fixed costs to anyone because we believe that we must be their partners first and not a debit item in the balance sheet, much less have the hateful function of the parent company, in my opinion, obsolete and increasingly declining.

It is interesting what we found from one of the BeHouse internal surveys launched on a national scale, asking people interviewed by telephone or via the Internet to express their experience with an agent or real estate agency. I reveal to you that unfortunately, the final figure indicated that more than 70% we interviewed did not have a positive experience for various reasons or in any case not according to expectations and, among the main reasons expressed in the negative opinion, there is inexperience, the lack of availability, uncertainty, insistence, inconclusiveness. These are only part of the critical issues for which we should all ask ourselves self-critical questions, and which certainly have their roots in the wrong approach to work,

Let’s make a complete overview of the BeHouse network: what do you do and how do you do it?

We first invested in the staff, professional and technical within BeHouse; we have carefully formed a multidisciplinary team of professionals, each at the head of a specific operational department, see, for example, Real Estate, Marketing, IT, Training, Legal, etc …

This is because we strongly believe that in order to achieve real success it is necessary to invest in human resources, in excellence, but finding a perfect balance between young graduates and established professionals, who can operate at their best in the growth of the brand and obtaining results. fixed.

We have a team dedicated to the development of the brand which, through a careful selection, has been directly contacting the profiles of our interest between agents and agencies active in Italy since February 2017. We thus propose our BeHouse partnership offer with elegance and seriousness, presenting and listing our services and then sending them the information and contractual documentation … and I will tell you that we really have many contacts and profiles open at this moment, which we are evaluating. Many listen to us with pleasure, especially after we specify that BeHouse is not a franchise, but an Italian network that brings together certified professionals who, united by a brand, a modus operandi and a common working philosophy, with their own management autonomy.

We, therefore, do not require any entry fees or monthly royalties but, as I said, only 5% relating to the turnover obtained from intermediaries, so the agent can use the strength of a network, benefit from the advantages and services of the BeHouse brand, retaining 95% of the parcel recognized by the real estate brokerage.

This is why we use the term “revolutionary”, because no franchise brand or other network recognizes such a high percentage of its agents, without imposing fixed costs and we deliberately do not create an economic exposure to the professional or agency, if not limited to the success of the negotiation, I repeat, for only 5% of the commission collected. 95% goes into the agent’s pocket.

Our formula is of “pay little and only when you collect”, and we continuously invest in the research of innovation and marketing in the common interest.

Those who adhere to the BeHouse brand also benefit from a web page totally dedicated to their real estate business, a modern page where their properties are presented which are also visible in a complete and clear digital file, always available to customers. The agent has an advanced management system integrated with the web portal, a professional secretarial service exclusively associated with him and many other specific dedicated services, such as the daily upload of his ads in the main advertising portals, an activity that requires a lot of time.

We provide all the advertising and representation material, the signs and the BeHouse forms necessary for the management of the various operational phases, moreover, everything is managed and stored in the cloud so that it is always searchable and usable by the agent and his collaborators at any time. , even off-site or in multiple branches alike.

Our marketing and design professionals are available to always find the best solutions to best present themselves with the individual customer or with business groups or builders to evaluate the specific presentation of particular properties in the market and are also always available to advise a restyling of the agencies which are not required to change their name or furniture, if not the only condition of making the BeHouse brand visible to the public and therefore promoting the network itself.

How many professionals are currently involved and in how many agencies?

On 31 December 2016, in just two months from its launch, 10 agencies and 22 operational BeHouse professionals are part of the network. Today 40 candidates are being considered that we hope will be the figures we are looking for in the national territory. We have already reached preliminary agreements with other agents pending that they can release themselves from the contracts previously signed with other brands and finally be active in the BeHouse network.

Certainly, we are aware that distrust can arise, because we do not have a history behind us nor, to date, we are widely known, but we believe that with competence and professionalism we can obtain visibility and transmit the project in its entirety and with enthusiasm. . We have agents and consultants in the BeHouse managerial staff with decades of experience, which undoubtedly are an added value to overcome the first obstacles and that they bring within their entrepreneurial background or affiliations to well-known brands.

Let’s imagine it’s just a starting point. What are BeHouse’s territorial expansion objectives in the medium and long term?

The projects are very ambitious and certainly require continuous and intense work. During the first year, we would like to be present in a homogeneous way throughout the national territory, therefore present in all regions, from there to continue the search for professionalism and excellence in the sector. Not everyone can freely join the network today. We do not want to be selective at all costs, but we believe it is necessary to maintain a quality protocol to defend our vision and our mission and transmit them accurately to everyone. For us it is important to select who will be part of the team, therefore we evaluate the background and reputation of agents and agencies based on our internal selection and shared with professionals specialized in this.

The BeHouse brand must reach levels of excellence, otherwise, there would be nothing left of revolutionary and there would be a risk of being homologated to the many existing brands. Try to request information from one of these, it’s simple, pay and enter. Then you are formed, then you will start to see results, then you will be part of a big family, then you will have the yellow tie and no longer the purple one, then you will have the bigger pin etc … then… but this is not a guarantee of excellence nor much less than the quality of customer service, and above all, first you get into debt and then you will see, perhaps, the profits. For heaven’s sake, business risk is this, we too have it and we know it perfectly, but we believe that not all agents are good entrepreneurs or have this mentality and propensity for risk;

Like any company, we at BeHouse also constantly look at turnover, but we still believe in certain values ​​and we are in love with the quality and aesthetics associated with the professionalism and passion of a real estate agent.

To conclude, in the medium term we would like to be present with the BeHouse brand in all the main cities of Italy and, in the long term, we would like people first of all to regain confidence in the role of the real estate agent and fully understand that to rely on the right brand. it means being supported and protected constantly. I gave you a poetic closure because we have so much passion… and also not to reveal too much immediately!

Turning to readers who are potentially thinking of becoming real estate agents, or to professionals in the sector who are looking for new work experiences, what are the characteristics you are looking for in an agent to be included in your staff?

First of all, we are looking for competent agents and professionals who, thanks to the acquired experience and constant preparation, are able to respond to the questions and needs of the various types of customers with seriousness and knowledge of the facts, knowing how to read the market with objectivity and competence and who have a good organizational capacity and a good reputation.

Today, for example, we are evaluating many profiles of agents that we believe are truly capable of offering a contribution to the growth of the network and to the sector in general, because they are also capable of being creative and hungry for professionalism, driven by the passion in the sector. This selection of agents who have the listed characteristics, for us is the first form of guarantee that we offer to BeHouse customers, who will be able to render merit according to the service received and the benefits that will derive from it.

How much do you think a real estate agent’s work can be affected by his reputation? How does BeHouse stand with respect to this issue?

I believe that it is essential to have an excellent reputation, I believe that this should not be optional. We at BeHouse insist on a change in culture and mentality, because unfortunately, even from what emerges from our studies and surveys on a national scale, it is clear that the agent or agency has lost credibility and that, at times, it has obliged to contact them only for the product of interest. We forget that the agent is also important as a consultant to be able to better evaluate and advise the customer in the purchase or sale, for example. This is why consultants and agents work in synergy with us.

Today, reputation travels very fast if the Internet is considered an immediate and global information vehicle. Think of Facebook, as the main mass media in the world, which conveys information and comments. I sincerely appreciate the WeAgentz project and I assure you that we will promote it, because it is necessary that there are also reliable sources and that we know how to reward work.

In the BeHouse membership contract, we specify that anyone who does not respect our ethical and professional code cannot be part of the network, and would eventually be immediately excluded. For this reason, we have a monitoring department that requires continuous feedback from customers. In life you can make mistakes, let alone, but in work, a good reputation is synonymous with reliability, guarantee and professionalism and often the mistake has consequences. We want to reduce the risk of error with a well-structured organizational model. The customer, therefore, becomes the first partner, because in turn, he is the first commercial promoter of the agent and the agency itself.

2016 will close with an increase in sales and widespread signs of recovery in the real estate sector. From your experience in Real Estate, how do you interpret these data and how do you expect the real estate market to evolve in 2017?

I agree! 2016 was a positive year because the signs are encouraging, but certainly, the meeting point between supply and demand is determined by several factors and it would take too long to enter into the merits. However, I believe that the data in 2017 will grow significantly, from what we have found from some projections analyzed with our consultants.

What do you think is missing from the Italian real estate ecosystem to fill the gap, especially from the cultural and technological point of view, compared to English-speaking countries?

The BeHouse staff and I made an obvious but important analysis. Everyone is desperate for visibility and success, we are all careerists. Often in franchising methods and strategies are imitated from English-speaking countries but with an Italian mentality that is often deleterious. We all want to be Donald Trump, at least this is a role model. Nothing bad and not bad! But it is utopia, we are all different in nature and attitude, with different experiences. Utopia is often sold, not quality. We must work constantly aiming high but without losing as a reference that professionalism offers continuity, while with us sometimes the important thing is to close the deal, then if the customer has not been served well, he will not speak well of his experience so as to determine a negative word of mouth. You closed the deal,

At BeHouse we believe that in order to overcome the cultural and technological gap, it is necessary to be inspired by an organizational model that has also made school in other sectors because it is functional to any market, namely the Hub and Spoke model, not the Franchising one.

It is necessary to rediscover the true potential of the network, especially today and in Italy. The agent’s investment capabilities, his economic resources, are first of all very limited.

How can a true professional emerge if he does not possess investment skills? It cannot emerge or it must go into debt. While those who sometimes have capital to invest, however, do not know how to do this job seriously. Pay attention that in the franchise formulas nothing is free, for this reason many today become independent, or we hear experiences that show distrust for any partnership because in the past they were burned. However, becoming independent limits the growth capacity, and there is a risk of not being up to par with the agencies affiliated with the big brands. This is why BeHouse is a unique and certainly alternative proposal.

In this case, why did we apply the Hub and Spoke model? Because, if you look at the successes obtained with this methodology, there is to be optimistic, and because it is well suited to the critical issues of the real estate market as well.

There is no risk that you will present yourself as an alternative and revolutionary network, but still yours remains a classic franchise affiliation in all respects?

No, and I’ll explain why.

The Hub, therefore the center and the reference, is BeHouse with its organizational structure, its professionals specialized in the various real estate subjects, who represent the excellence of the brand, while all investments are addressed by Hub, that is, by BeHouse. Spoke (the spokes) are instead of all the agents present in the area, who can rely on an excellent structure always at their disposal to be able to operate at their best and in total autonomy, without resorting to any investment and therefore without paying royalties, but concentrating on the needs of your client and being able to offer him any kind of multi-specialist service or consultancy at any time, for example, to receive a legal opinion, an architectural, construction one and so on.

We provide all our agents with a dedicated and personalized training project, also in collaboration with European-level university centers, which certify training with sector-specific development projects. We truly believe in culture and training, because it is the basis of the growth of every professional and of the brand.

How to overcome the gap? It takes a radical change of mentality, a team game even between agents and brands, and not ruthless competition with the sole aim of canceling the other party. It takes new ideas and a lot of shared training. It takes a continuous dialogue between the protagonists to improve and restore people’s trust in the role of the real estate agent. In English-speaking countries, they collaborate in various forms and have the ability to know how to change and adapt rapidly to market changes, precisely because they know how to confront each other and because competition is aimed at improving and growing, not eliminating competition. One grows and everyone grows. This is the internal philosophy of BeHouse: the network grows, the professional growth.

In Italy, perhaps, we do not want to change too much and perhaps we do not actually see the gap or we do not care.

With BeHouse we would like to carry on this new track and present a successful and excellent Made in Italy brand. We will see if we succeed, but I am optimistic by nature and many start talking about our brand even in the competition asking us for information, this is a good sign. It means that we don’t sing it and play it alone.

 Facebook

 Facebook’s complete guide to the real estate sector

Have you tried to “advertise on Facebook” and, despite the efforts of time and money, you have not been able to achieve the desired results? Do you want to maximize and make your agency’s activities on social networks really effective? Here is a complete and advanced guide for you to use Facebook in real estate, follow it step by step and you will see that the results will not be long in coming.

In fact, there are a number of reasons that should push licensed real estate agents to adopt the use of a social network such as Facebook, both personally and for their own agency. We have already talked to you about how to take your first steps on this social network now known all over the world, but now the time has come for you to do a little big upgrade!

If your goal is an international clientele and therefore sell your home to foreigners, then know that your customers are probably all on Facebook: the data show that there are 2.3 billion daily active Facebook users in the world (out of 7.69 billion) . Facebook cannot be ignored as part of your business strategy, even if you operate in Italy and only target an Italian clientele.

Why should real estate agents choose Facebook?

In Italy we have about 1 real estate agent for every 1,200 inhabitants, one of the highest proportions in Europe, and the data takes on particular value when compared to another statistic: 35 out of 60 million Italians are present on the social network founded by Mark Zuckerberg.

If these aren’t enough, here are 10 other good reasons for you that should convince real estate agents like you to bring their real estate business to the digital shores of Facebook:

    1. People expect it – We live in the digital age and your online presence is certainly very important to your success in the real estate industry. People are looking for you on Facebook, they expect you to be there. Using a Facebook business page as part of your digital marketing strategy is essential to connect with people via the web, to provide them with the service and communication they expect from a professional.
    2. You have solid promotion tools – From sponsored posts to full-blown advertising campaigns, Facebook’s advertising tools can help you engage and attract potential buyers and sellers.
    3. Unmatched Information – You can get a variety of information about people who like your company page and visit it through the tool called “Insights”. This gives you data on the number of views you receive, new follower information, and engagement statistics. All of this can help you understand your audience better, helping you create more relevant posts and ads.
    4. Real-Time Messaging – People expect quick responses from their real estate agent. People can send direct private messages to your business to ask questions, connect or make suggestions. With the Facebook Messenger mobile app, you can be responsive by enabling automatic responses driven by artificial intelligence around the clock.
    5. Publishing tools – Using a company page for your real estate business makes a lot of sense, you already have many beautiful photographs that are just waiting to be shared with your audience.
    6. Lower Advertising Costs – You’ve probably heard that the cost of advertising on Facebook is cost-effective. Compared to other social networks, such as LinkedIn, Facebook has prices that tend to be lower or in any case not higher than its competitors.
    7. Very precise targeting – Facebook has become a very powerful and effective tool for promoting your business and doing business, thanks to knowing each individual user better than others. It offers you to take advantage of this precious information to get noticed by the right people (potential customers), thus allowing you to better invest your economic resources
    8. Latent demand – Intercepting and stimulating latent demand means transforming a generic interest into a specific interest and, consequently, into a possible conversion from lead to customer. The ability to profile the target for specific information depends above all on what people communicate about themselves. Facebook is one of the ideal places to intercept latent demand thanks to profiling tools.
    9. Social proof – Facebook can be exploited as an extraordinary persuasion tool, the effectiveness of which is based on the social proof which argues that “people, on average, tend to consider the behaviors and/or choices made by a high level of people more valid. a number of people ”remaining affected. It’s all the fault of mirror neurons, which induce similar behaviors in relevant social groups.
    10. Remarketing – The Facebook retargeting pixel is one of the most powerful features in digital advertising because it has many advanced-level features that you can leverage like a true pro of the digital world.

Where to start with real estate web marketing on Facebook?

Without a doubt from the personal profile, which you will have to open to keep up with the times, but whose use must be particularly careful.

Facebook personal profile

Your personal page, that is, that of your social profile is the human representation that people have of you in the parallel world of digital. However, taking care of your Facebook profile means accessing it constantly, interacting with friends, sharing posts from others, commenting, liking, responding quickly to those who contact you.

That’s why you also need a personal Facebook profile:

  1. you need a personal profile to create and manage a Facebook business page ;
  2. you need the personal profile to keep business and personal life separate. Your friends, relatives, contacts in the area are not interested in all company content and your leads and prospects are not interested in the more personal aspects of your life;
  3. you need a personal profile to push the best posts of your business, those related to the territory, those that may also be of interest to your personal community. If you share this activity with the other members of the agency staff, the results will be more consistent.

Marketing strategies designed for real estate agents’ personal Facebook profiles:

  • take care of your profile with a view to personal branding;
  • keep your personal profile active every day by commenting on about 25 posts on 25 different Facebook profiles ;
  • put the “like” and reply to all those who comment on your posts;
  • ask all members of your team and/or friends to immediately comment on your posts;
  • go back to the old posts that were extremely popular and comment, so that everyone is immediately notified again via a notification.

Doing personal real estate branding on Facebook profiles of business agents in mediation means:

  • share links that redirect to useful resources (blogs, e-commerce, industry websites);
  • share articles posted on your real estate blog that they have
  • coherence of the arguments and clear intentions;
  • create inspiration;
  • communicate a positive, authoritative image;
  • show the best side of your daily life;
  • offer useful information to make you recognized and appreciated;
  • create a following, build loyalty and form a community of people and professionals in the real estate sector;
  • meet and greet your offline contacts, inviting them for lunch, coffee, events, festivals, open houses, and much more.

From a personal branding perspective on Facebook profiles of real estate agents, you absolutely must not :

  • publish vulgar and foolish photos;
  • disclose intimate aspects of your life;
  • offend others in any way;
  • publish insults and harsh words towards others;
  • use the Facebook profile to criticize, to create distance and controversy.

The Facebook page of your real estate agency

Your Facebook business page is your business account. This is the one that has all your contact information and on which you can post business-related posts. The trend is now widespread among all social networks, the new algorithms make it extremely difficult for companies to gain organic visibility, the algorithm is pay-to-play. On average, only one in 60 followers will see a post from your Facebook business page.

The statistics do not tell the whole truth, if you avoid indiscriminate growth but focus on buyer personas, you also work with paid campaigns on targeted follower growth, then your strategically processed posts will perform better than average.

Remember that profiles are for people, pages for companies. This is basically what the Facebook regulation says and, breaking the regulation, means risking being banned. More importantly, pages allow you to do a myriad of things that private profiles are off-limits.

For one thing, in the pages, there is the insight function, which allows you to measure the results of your marketing strategy on Facebook, such as:

  • the demographics of your fans;
  • days and times of greatest traffic on your page;
  • detailed statistics for each post you publish;
  • ability to get reviews;
  • possibility to sponsor your posts through Facebook Ads.

You understand that, with these tools, you can use Facebook on a professional level, while with the private profile you can also get some results, but in fact you are limited. So, create a company page to access all the features and put in place a strategy that works for your business.

The content strategies that real estate agents should use on their Facebook pages

The same rules apply to a Facebook page as a personal profile. Publishing a post from time to time is not the right strategy to get results with Facebook. You need to post regularly and frequently, so you will reach more people on Facebook and grow your fan base, strengthen your brand, get more trust and results with less effort later on.

To be effective and constant, you need to create your “social editorial plan”, which will help you plan your publications and insert them thanks to the Facebook scheduling function.

You can also manage your page in multilingual. Facebook offers you the ability to upload translated texts and your customers will see the content based on the language they have set.

Use your Facebook page as part of your multi-channel approach, where you also post real-world activities.

  • Have fun using all formats to publish your content:
  • Video
  • Photos and albums
  • Text posts
  • Link to your website/blog
  • Live video
  • Carousel

Facebook content strategy is the most important part of your marketing. A powerful content strategy will take you to get creative and find new ways to interact with users on your Facebook page. Remember, people can buy a house from any real estate agent but they are more likely to choose you if you show them how involved you are in the community and your industry and how you interact with clients.

Here is a list of essential contents, divided according to themes that you will not have to do without treating and implementing in the daily management of your Facebook page.

Ask questions

Use polls and quizzes to get to know your audience: Polls and quizzes require your audience to actively participate and share their opinion.

Answer frequently asked / common questions

Answer FAQs: Answer questions on Facebook and post them as a post.

To hold competitions

Run competitions on your real estate Facebook page: organize competitions with a view to greater effectiveness of interactive content and as a boost to engagement and generation of contacts.

Post customer success stories: When you make a sale, take a picture of new customers in front of their new home and post it on your page. The testimonials of satisfied customers are the best word of mouth you will be able to do to consolidate your online and offline reputation.

Post promotions

Give something regularly: offer something for free, both because “free” content excites, and because it increases engagement.

Remind your audience of current discounts and special offers: When you have a special offer, remind users multiple times.

Tell about your properties

Publish the new homes acquired to increase the traffic to the website: publishing the new homes reviewed on your website on Facebook is an activity to be accurately distributed over time based on the response of the public.

Republish old house ads to increase their coverage: insist (but never fall into “spam”) to republish some of your most successful content. Republish the property listing, but update the description to list new features and highlight other details.

Create a Featured Properties Listing: Create a listing showing all of the featured properties in your real estate portfolio.

Create a Property Search Tab: Similar to a custom tab, create a tab that allows users to search various property tabs directly from your Facebook page.

Talk about the territory

Post photos of local features: Provinces, cities, towns, neighborhoods where your properties are located have something that appeals to your target audience. Services and tourist attractiveness can attract attention and engage potential customers about something they are looking for.

Publish photos of local businesses: nearby banks, shopping malls, fitness centers, kindergartens, universities and much more … add the photos you took of these attractions and points of interest to your Facebook page. A lot of people are conditioned in their choices by the presence of particular services.

Promote local events you are hosting or attending: Promote events you will attend, such as courses or public events that take place within the city. These will attract a local audience to your content.

Give your followers information about the social groups available in the area: share on any Facebook groups relevant to the living area in which you operate, to act as a resource and source of information for your audience.

Share the charitable causes you support with users: Another way to show your local involvement, your focus on charity, and your commitment to your community is to collaborate with the causes that interest you and share them with the community. your audience.

Teach useful things

Share blog posts to keep your audience informed – one of the most important traits is your ability to showcase your industry knowledge. If you have a blog that you update regularly, configure your scheduling software (such as CoSchedule Marketing Suite and Publer.me ) to automatically post to your Facebook page and many other channels at the same time.

Share tips for inexperienced buyers: buying a house for the first time is intimidating. Decide what to look for in a property, get your mortgage approved, budget, find an agent, find your dream home, have enough offers, submit an offer and negotiate. To help make the process less confusing, share tips with buyers.

Share design and remodeling tips to inspire your audience – create a post about how sellers can make any room more attractive to buyers.

Share seasonal tips to inform users at any time of the year: offer homeowners some tips on how to do maintenance at any time or season of the year, thus ensuring the value of their home as high as possible over time. These are even simple tips, which can be understood by everyone, even the most inexperienced.

Show the “how to” to engage your audience: if you have clients who are home staging to make their homes ready for sale or intent on renovating their homes after purchase, post photos of this online.

Share home decorating inspiration: Rearranging and decorating homes the right way to show potential clients their key features is an important part of your property sales process.

Telling your work

Share information about your business: Your Facebook page has an information section where you can post details about your business. Another way to share information about your business is to post it from time to time.

Share company news: publish the initiatives and results achieved by you and your real estate agency, such as an extraordinary sale, mention in a sector publication, the achievement of another professional qualification, the nomination for agency of the year.

Share your office hours to improve the customer experience – if you’re primarily available at certain times during the day, let users know.

Share graphs that show your success rate: If you’ve sold a lot of homes or helped a record number of customers, show this information in the form of a simple graph, which instantly informs users about your successes in the real estate sector.

Post a weekly or recurring series: Effective social media management requires you to post regularly, at least three times a week, on Facebook. Start regular series.

Talk about your staff, show office life: share personal and group daily activities of your real estate agency with followers and users. It shows who affixes sale or rental signs to gates and shutters, who arranges the notice board in the center, who accompanies visits, who replies to emails, who celebrates a birthday.

Share anniversaries and milestones: share anniversaries and milestones, this connects you with users so they can participate in your successes and continue to support what you do.

Tell your successful case studies

Share customer testimonials to increase social proof: Turn the testimonials of your satisfied customers into very prominent posts, perhaps pinned to the top of the page so that they are seen by as many people as possible.

Share celebratory posts highlighting customer success – share a picture of someone walking into their new home for the first time or sitting in front of it while having lunch with their family.

Publish less formal but more engaging content

Write memorable memes: Not all of your posts need to be related to business. Have fun and post occasional memes that talk about aspects of real estate other than mere promotion, which your audience will understand and appreciate equally.

Embed GIFs in Your Posts: GIFs work well for grabbing audience attention. In fact, they are informal, customizable and help you establish a direct and no-nonsense connection.

Stimulate “user-generated content”

Incentive and share customer-created content to build a community: Share content your audience creates to improve engagement on your page, increase conversion rates, and allow your page to stand out from your competitors.

Post other people’s videos: Videos are an effective way to grab the attention of your audience, so in addition to posting your own videos, you also share other people’s videos.

Publish more strategic content

Upload a lead capture report – Remember, your audience is researching online long before they reach out to you. They are reading blogs, checking bank rates and researching different neighborhoods. Help them in this process by sharing reports.

Add ‘Register’ or ‘Learn More’ CTA Buttons – Different post types require different types of CTAs. What you choose will determine the likelihood of users clicking on your content to do what you are asking them.

Include a Messenger button to make communication easier: Users expect to be able to communicate with you in real time, so make sure you don’t just have a Messenger button at the top of the page, but post it to remind you that this feature is available on your page.

Add registration forms for the events you are hosting – Let’s say you are hosting an event and you want attendees to register in advance. Create a post explaining the details of the event and add a link to a registration form on your website. This is a great way to do lead generation.

Upload a link to your website to drive traffic there: If your main goal for posting on Facebook is to drive traffic to your website so that the public can see more about what you have to offer, add a link to your website with a description of everything you can do for customers.

Post a calendar every month to keep users informed – at the beginning of each month, share a calendar of upcoming events for that month.

Run an ad using the Slideshow or Carousel feature – the next time you post an ad on Facebook, consider experimenting with different types of ads.

Post house prices to attract the right buyers: When you advertise a house for sale, include the price so your audience immediately knows if it’s something they can seriously consider buying. In this way, you will better select the target of your customers and avoid unnecessary waste of time and energy in impossible negotiations

Share price cuts to sell homes quickly: When you reduce the listing price for your properties, share a post informing potential buyers.

Post high quality profile photo and cover photo – the first thing people see when they land on your page are your profile photo and cover photos, so make sure that the first glance is clear and not grainy and evanescent!

Create a detailed “About” page: in addition to all the posts, you will publish on your page, make sure your profile is complete with all the useful information for the consumer.

Add links to other social media profiles and websites: to be seen as a reliable resource and a reference point for the real estate sector in your area, do not hesitate to share direct links to Facebook pages and corporate websites of other companies and real estate agencies you usually collaborate with.

Ask your audience to subscribe to your mailing list – choose a very eye-catching color and include a link to the newsletter signup landing page, so it only takes a step or two for users to complete the process.

Publish video content

Share professional videos of new ads: It is important to draw attention to new ads in order to improve the chances of selling them quickly. One way to do it professionally is to invest in a professional video maker to film the property “from the ground” or from above using a drone.

Share a video you created – Video posts have 135% more organic coverage than image posts. Film and post community events, open houses, or visits to interesting homes on Facebook. The video doesn’t have to be perfect, it just needs to show you in action from behind the scenes.

Share the video of the visit of an open house: before every open house, you organize, publish a video of the visit of the property. Use Facebook Live or upload a short video. This way, shoppers who can’t make it to the event can book a private tour.

Take advantage of social proof

Post reviews: It’s important to gain trust from a prospect who doesn’t know you yet. People trust other people more and less in companies, so if a person says you are good and honest, it becomes even more valuable.

Ask for reviews from satisfied customers: The fact is that if you don’t encourage your customers to leave a review on Facebook, you get a lot less. Stay in control by inviting completely satisfied customers to leave reviews.

Promptly ask for reviews: remember that the review must be requested immediately after concluding a transaction to your satisfaction with your customer.

Facebook groups

As for Facebook groups, you have two options. You can form your new group or you can join the many groups already started.

If you want to have more control of your community, create a Facebook group for your business in which you will invite, for example, potential customers by moving them along the purchase path. This is a golden opportunity to be a leader in your area of ​​business or community and deliver value to your readers on a regular basis. Do this before a competitor in your own market does.

Also, join as much as possible the Facebook groups already created and managed by other people, this will give you a general overview of what is happening in the industry and possibly also in your area of ​​action on a daily basis. Think of it as a way of listening to what your target’s people want, their challenges, or what they’re being bothered by. This increased knowledge will allow you to be a better expert in your neighborhood, but you can also demonstrate your skills on a daily basis by writing blog posts that meet all the needs of your audience.

You can create a Facebook group by location :

  • Your city
  • Community
  • Quarter
  • Real estate interest area

Or you can create a Facebook group for interest :

  • New buildings
  • First home buyers
  • Neighborhood patrols
  • Garage sales
  • Hobby
  • Community mothers
  • Happy Hours
  • Foodies

Create a homogeneous and motivated community:

  • Create a list on your personal Facebook page of all the people living in your community, then post an update on your new Facebook group and make sure only the people on the list see it
  • Join as many local Facebook groups as possible, then post links to your Facebook group (as long as the group allows it)
  • Constantly talk about your Facebook group
  • Email your group a link
  • Host a community event, then ask people to join the group in person

Here’s how to use Facebook groups for real estate marketing :

  • Be active and useful in other Facebook groups
  • Talk about things that are useful 80% of the time
  • Promote your business 20% of the time
  • Post photos of all the cool and crazy things happening at work, people love it
  • Search and answer all groups that have real estate questions
  • Conduct market research by simply listening to (reading) the conversations that are happening in your group, then turn all these virtual conversations into ideas for your blog posts
  • Facebook Messenger marketing for real estate agents

Facebook Messenger, known simply as Messenger, is a messaging app and platform originally developed as Facebook Chat in 2008. The company then drastically revamped its instant messaging service in 2010, and later released standalone iOS and Android apps in August 2011. The messaging functionality is now separate from the main Facebook app, requiring users to use the web interface or download one of the standalone apps.

Users can send messages and exchange photos, videos, stickers, audio and files, as well as react to messages from other users and interact with robots. The service also supports voice and video calls. The standalone apps support the use of multiple accounts, conversations with optional end-to-end encryption, and games.

To basically take advantage of Messenger on your real estate agency’s business page, first of all you should:

    • Enable private messages on the configuration panel of the Facebook page
    • Configure message settings such as “response time”, “instant replies”
    • Create saved replies: create pre-saved messages by answering your customers’ questions, especially the most frequent ones that are constantly repeated over time. It is an already advanced and very intelligent feature to exploit, as it saves time in managing relationships with your customer through social channels
    • Add Facebook Messenger to your website: add the Facebook Messenger plugin to your website to stimulate your users to use the messaging system

Build your contact list

Facebook Messenger has great open rates. With the growth of Messenger users, a different social network has developed on the fringes of Facebook. A more private social media made up of family groups and close circles of friends.

These users, disappointed by the noise of Facebook, believe and trust the new Messenger more. They perceive it as something different, using it as a private mode of communication. They check the app multiple times a day without reluctance to trust the sender. Facebook Messenger has become as important as texting, but in which text messages and “chat” coexist. Few are aware of the value of this communication medium and advertisers benefit from 80% open rates.

If you send a message via Messenger to someone who knows you, it will most likely be opened and displayed. The open rates for messages sent with Messenger by companies are generally slightly less effective, in the range between 60% and 80%, however 4-5 times higher than those of a corporate email.

Getting people to your Messenger contact list is key. The first step is to start advertising. Start with a simple Facebook ad in which the action requested by the CTA is to send a reply message via Messenger. Think carefully about how to conceive the message to be persuasive. Think of Cialdini’s 7 principles of persuasion, or offer the willingness to provide exclusive information that no one can ignore. Have your buyer personas answer you to find out about issues that concern them very closely. Word your Facebook ad message, for example, like this: “Last 5 properties sold in your neighborhood”, “Find out which celebrity bought a house in your area”.Take a prospect’s point of view: If a company showed you an ad, what would make you want to reach them via instant message?

Once you have something of value to offer the person you’re advertising to, then create an ad with the “click to text” CTA :

    • Create a Facebook ad with the aim of the “brand awareness” campaign
    • When setting the placement, uncheck Instagram
    • Under “Budget and planning”, select the frequency limit. This will depend on the length of your campaign, geographic segmentation, and your budget
    • When you get to the text and images section, create your ad in a way that convincingly invites people to connect with you. In this case, we say “This house has just been sold in your neighborhood at a record price, it is in your interest to know! Click to see the price and address ”.
    • Check the “Add a website URL and add your Messenger link” box. All messenger links are in this format: http://m.me/yourfacebookpagename.
    • Even if you haven’t set one up, the messaging link exists if you type it. Type it in the website URL field
    • Post your ad.

When someone sees this ad, clicking the button will take them to your inbox as if they typed your contact information to send you a text message.

Then, send the traffic you get from that ad to Messenger.

As people respond, you’ll add them to your contact list within Messenger. In your inbox, a new message will look like a gray Messenger icon with a white number on a red background, indicating the number of messages received.

If you set up a chatbot, it can immediately and automatically respond with the price and address of the property you are advertising. You now have this visitor as a contact on your Messenger list. In the future, the advertising of this contact will be more genuine and therefore more effective, precisely because this contact has already communicated with you.

Advertising on Facebook

With Facebook advertising, you can sponsor real estate and, more conveniently, those content posts that get good organic interactions.

Creating a Facebook campaign means going through the three levels of the account structure: Campaign> Ad Groups> Ads

    • Campaign ⇒ Objective
    • Ad group ⇒ Target (device and platforms) and Budget
    • Ad ⇒ Format (post creative)

Here are the steps for creating an advertising campaign on Facebook:

    • Select the subject of your promotion
    • Log into your account – log into your ad account (set it up if not already done): https://www.facebook.com/adsmanager/manage/campaigns
    • Create the campaign – click on the green button at the top left or enter https://www.facebook.com/adsmanager/creation
    • Choose the goal – select your campaign goal and give it a name. You can choose between 3 categories of objectives: Notoriety, Consideration, and Conversion. Focus on:
      – Traffic: to get more clicks on your website
      – Interaction: to get more interaction on your posts
      – Conversions: to get more conversions on your website
      The campaign you carry out with the “Interaction” objective, you can carry out it again by optimizing it for the “Traffic” goal and again, create another one with the “Conversions” goal. Because, based on the goal you choose, Facebook shows your ad to different groups of people.
    • Create your ad group – decide the audience to show your ads to location, age, gender, nationality, language. If coverage allows, you can narrow the circle even more. Try a simple targeting, selecting the city (or postcode) of where your customers are and at least one or some interest, always if the coverage is wide enough. You can also decide to test different audiences at the same time. Too many targeting options restrict the audience and campaign too much, which will run out in a few days. Another aspect to consider is the presence of the public with omitted information.
    • Choose placements – choose manual placement, this will allow you to have more control over placements that perform best, cutting the costs of those that perform less. The risk of using automatic placements is that Facebook will decide for you where to show your ads and where not. A definitely advisable combination is Mobile devices + Facebook platform, news section.
    • Choose your budget – decide how much you are willing to invest – per day – for the ad group and click “Continue”.
    • Select the post to sponsor – this is possible if you have already made a post on your Facebook page. In this case, just select the page you want to promote (if you have more than one) and the post of the page you want to sponsor. After that, just click on “confirm” to complete the sponsorship order. Within minutes, your post should be approved.

Facebook retargeting

A retargeting ad promotes an ad to a specific list of previously identified people. Have you ever noticed sponsored ads “follow you” on the various Internet pages that you happen to visit, after visiting a particular website? Okay, that’s a retargeting or remarketing ad.

Retargeting is a sophisticated way to increase brand exposure with customers who already have contact. Here are some interesting facts about retargeting:

    • Retargeted customers are 3 times more likely to click on your ad than cold prospects
    • Remarketing can increase ad engagement by up to 400%
    • Average conversion rates for companies using tag marketing are 55%
    • Potential customers engaged in remarketing are 70% more likely to convert

Retargeting is a very advanced paid ads strategy, which you can conduct synergistically on the Google Ads and Facebook Ads platforms. It is not a question of excluding one of the two platforms a priori, but of rationalizing the potential of each to intercept a public more or less inclined to act.

    • attract from Facebook, chase through remarketing in AdWords (and Facebook Ads);
    • attract from AdWords and remarketing in Facebook (and in AdWords).

A real estate agent can choose to focus heavily on targeted searches (“country houses in the Marche”) to convey the first level of attention with Google Ads on one or more landing pages and then pursue, on the other side in Facebook Ads, the user divided into specific micro-targets (occupation, age, level of education) with as many specific offers.

Unlike Google, Facebook does not provide any tool explicitly dedicated to remarketing. However, this does not mean that remarketing on Facebook can be done, and also in a much more effective way – in some ways – than it can be done on Google.

In fact, remarketing on Facebook allows you to take advantage of numerous advantages that are partly denied by Google, such as:

    • The possibility of remarketing independently of the device used by our target user
    • The ability to work on the remarketing list, in order to optimize the remarketing campaign and target it more precisely on a specific target
    • The possibility of expanding the initial target, asking Facebook to build a list of users that has the same socio-demo-cultural characteristics as those who have visited our website or viewed a specific page.
    • The ability to evaluate the performance of our remarketing campaigns by segmenting the target used according to its peculiar characteristics

Creating a remarketing list on Facebook is a relatively simple operation: you create a new audience, associate a monitoring pixel with that audience, and that’s it: every user logged in on Facebook who enters your website will be relentlessly registered. and placed on your remarketing list.

The biggest limitation of remarketing on Facebook is the substantial impossibility of segmenting the audience on the basis of its behavioral characteristics.

In short, we will not be able to create clusters based on the source of origin of the traffic, or on characteristics such as the bounce rate or the number of pages visited. At the moment, the only possible segment in terms of navigation is to build filters based on the URL of the pages visited.

Against this limit, the most important advantage of this type of campaign is in its cross-device feature. Facebook remarketing lists are in fact made available for all types of campaigns, and for all devices.

This means that we will be able to promote only on mobile phones, for example, of an audience made up of users who have visited our website from a desktop, or vice versa – with the obvious benefits of the case.

A second interesting aspect of using remarketing audience lists on Facebook is the ability to treat these lists like any other saved audience lists.

Basically, we can start from remarketing lists to create specific campaigns on a further segmented remarketing audience based on their personal, geographical or behavioral characteristics.

An additional Facebook feature allows you to work from remarketing lists (for example the public who visited your website in a set period) to create a list, whose members are characterized by having behavior profiles and socio-demographic very similar to those that make up the remarketing list.

Creating similar audiences is a very important feature of Facebook.

In short, there are many ways to manage a remarketing campaign on Facebook, and their effectiveness will depend above all on your ability to work right away with a view to progressive optimization.

sell a house online

The best websites to sell a house online

Real estate web marketing is one of the elements that have now become essential to be able to sell a property better and in the shortest possible time.

The subject of marketing in the real estate sector is really vast and could confuse those who, like you, are approaching the idea of ​​selling their home … but do not panic: one step at a time, we will see today which are the best websites to sell home online in 2020, thus going to deepen the methods of publication on the various internet portals.

What does this mean? That a portal should replace the classic figure of the licensed real estate agent we are all used to? Absolutely not!

If you are the owner of the property in question, however, it is essential that you know all the useful tools to be able to give greater visibility to your home during the delicate phase of advertising and sponsorship on the web.

So we decided to create this guide that is always updated to provide you with all the necessary elements to better understand on the one hand how an online advertising process for solutions for sale develops, on the other hand which are the best websites to sell a house. online today.

Selling a house online in 2020: a mandatory premise

We know perfectly well how much you care, for obvious reasons, in the sale of your property.

Surely you have carefully chosen and pre-selected the real estate agency to entrust with the sales assignment, or you are still “trying” on your own, but there is one detail that you absolutely must not neglect: in both situations, you will have to take care to the online presence of your home. What does it mean? Now we explain it to you …

In fact, several recent statistics have shown that any real estate negotiation is somehow conveyed by the world of the web. This data is very important to understand how much value you will have to attribute to the image that your home will assume online.

This process arises precisely from the now automatic use of the web by people interested in any product in the most varied sectors, before carrying out any purchase action.

Before even arriving at the real estate agency, even before starting to make appointments for visits, even before outlining some essential characteristics for the purchase of a new home, potential buyers through a PC, a tablet, or simply on their smartphone, start reading real estate ads and scrolling through many potentially interesting apartments.

So wouldn’t it be appropriate to take care of the presence of your home online?

The premise relating to the very strong use of the web, especially as regards real estate searches, was a must to make you understand the importance of real estate portals, whether you sell independently or with the support of intermediaries.

Before listing which are the best websites to sell a house online, let’s get to the heart of this reading by explaining precisely what are the generic ways of using the main real estate portals and what are their rules for publishing complete and effective ads.

Sell ​​a house, yes: but what are the general rules to do it better online?

Here we are, you are finally convinced to take the step of putting your house up for sale: presumably, following an evaluation, you will have agreed with the real estate consultant the starting price, or if you are selling as a private person, you will probably be starting from your idea of ​​realization price (even if what we recommend to try to sell anticipating downtime, is to have your home professionally evaluated by experts in the sector).

And now? Before going online, the property in question will have to pass a sort of “aesthetic test” in order not to risk losing potentially interested customers on the street, who, however, would not notice your home in the sea of ​​properties offered for sale on the web.

Preparing a property for sale is no longer optional: it will be necessary to make the house attractive, aesthetically pleasing, and pleasant to live in the imagination of the user who is looking at it.

Also with regard to this aspect, there are professionals able to work precisely on improving the image for the purpose of presenting the property for marketing and advertising.

First rule: the right value to the image

The first step, even for you who are not a professional in the sector, will be to create a professional photo shoot to start the sponsorship process on the web. 

Is it really necessary to point out that publishing photographs were taken with the mobile phone, in a hurry and perhaps even badly done, will not help much?

Our advice is therefore to get help from a professional photographer if you are selling independently.

If you have delegated the sale to a real estate agency, however, make sure that the agency’s services include a professional photo shoot for your home.

Second rule: prevent your real estate ad from getting lost in the sea of ​​ads on the portal

What could harm your home online sponsorship? Surely the fact that your real estate ad gets lost in the maze of the many ads published every day on real estate websites.

We will explain later how each portal offers the possibility to stand out and to always keep the visibility of your property on the front page.

It is clear that this aspect is fundamental for visibility: think for a moment what would happen if after dedicating so much effort and energy to it, your ad ended up at the end of pages on pages of real estate proposals … who would come to notice your house?

“Premium” is defined as the possibility of always obtaining top visibility, generally paying a sum to the real estate portal in question.

It is easy to understand that keeping your ad on the first or at most second page of the website in question will increase the chances of being taken into more consideration by any interested customers.

If you are selling with the support of a real estate agency, make sure that the targeted marketing for the sale of your home includes at least a certain period of time in Premium mode on the portals to which the agency is linked.

Third rule: the real estate ad, differentiate yourself!

Don’t assume that real estate listings all have to be the same. It is precisely because a real estate ad is always built in the same way, that which penalizes the impact it should have on the potential buyer.

It’s clear that you won’t have to turn into a professional storyteller to process the ad text, but surely finding ways to differentiate yourself wouldn’t be a bad idea at all.

While writing your ad, you will need to keep two important characteristics in mind:

  • Clearly expressed details, to give the reader an accurate picture of what he or she would like to buy
  • Text able to intrigue the reader to the point of making the action of contacting you to receive more information

It’s easy? Well, if it comes to your home, you shouldn’t have great difficulty in elaborating a text that can intrigue, but at the same time explain in detail some of the more technical particularities of the property.

If professionals in the sector take care of it, we recommend that you ask your real estate consultant to send you, before putting it online, a draft of the real estate ad, so that you can check it before publication.

From the rules to the practice: here are the best websites to sell homes online

We have just summarized in three simple rules some of the fundamental steps to start a real estate marketing process linked to the sale of your home.

These basic rules will be of great help to you both to monitor the possible work of the real estate agency that is dealing with the sale, and in case you are selling alone, to understand how to move in the world of real estate portals.

Now, however, we just have to start listing the best websites to sell a house: it is important to start from a distinction that in technical terms differentiates the portals into horizontal and vertical.

Vertical websites are those portals that deal exclusively with dealing with a single product, in our case precisely, properties.

On the other hand, the websites defined horizontal are those portals that collect sales announcements of various categories.

During this practical guide, we will first analyze the exclusive portals of the sector, then those defined as vertical, but we will not forget to mention also some horizontal ones that have a good following in real estate.

We would like to underline that the order in which the websites will be listed to sell homes online is not to be understood as a sort of ranking, but purely as a listing for its own sake.

Exclusive real estate portals in the sector

Casa.it

Perhaps one of the best known even by those who have never had anything to do with the real estate sector, Casa.it is fully among the best websites to sell homes online.

Publishing a real estate ad on this portal is really simple: just connect to the official homepage of Casa.it and register as a private individual in a simple and freeway. This will allow you to start taking the first steps by becoming familiar with the portal and thus begin to take advantage of all the services offered.

Registration involves entering your data, including telephone number and email address.

In fact, you will have to confirm the registration by clicking on a link that will arrive after a few minutes by email.

After successfully logging in, a screen will invite you to choose the way you want to use the portal :

  • For free
  • Smart: 19 euros for three months
  • Gold: at a price of 49 euros for six months

Of course, it will be precisely on the basis of the subscription package you have chosen, which you can obtain or not the pluses offered by the portal for your real estate ad.

An important detail to know is that once published on Casa.it, the ad will remain on the portal for at least three months: if you need to remove it, you just need to access the portal with your credentials and through the reserved area, by clicking on “manage ads”, you can remove it.

Immobiliare.it

Raise your hand if you do not know this real estate portal … perhaps in addition to being one of the best websites to sell a house online, it is also one of the most famous in circulation.

But how does it work to publish a property to sell or rent on Immobiliare.it?

Also, in this case, the very intuitive way and very similar to the procedure to follow for publishing on Casa.it, it will take you very few and simple steps to succeed in successfully publishing your real estate ad.

The first step will be to connect to the official page of the website, and the second will lead you to click on the “Publish for free” button located at the top right of the web page.

Subsequently, to create your account and thus easily access your information, you will need to click on “Register” and proceed following the instructions suggested by the website for entering your data.

Are you ready to place your real estate ad? You will immediately realize that it is really child’s play to do this.

As mentioned, Immobiliare.it is designed in an intuitive way and this allows easy use of the platform even for a digital neophyte!

After you have successfully registered on the portal, you will be shown a new page dedicated to the ads to be inserted.

Remember to check the “sale” box if it is a property to be offered for sale, or clearly “rent” if you are thinking of leasing.

Then you will be asked to enter all the information and technical details on the property, just as if you were filling out a real property sheet.

It is good that you know that after you have entered all the information correctly, the Immobiliare.it team will take the time to process your request, so you will not see your ad immediately in publication.

You will then be notified by email of the publication, now you just have to manage your ads by accessing the personal area of ​​the portal.

idealista.it

idealista.it is a real estate portal of Spanish origins, which has obtained a prominent place in the panorama of websites to sell houses online in Italy.

Again, you can create an account and publish your real estate ad for free by following the clear and simple instructions provided by the portal.

However, what we must underline with respect to the first two real estate portals listed, is that to make the most of idealista.it, you should choose from the available subscriptions, as the free offer is a little limited and limiting compared to web competitors.

The website offers two possibilities:

  • Sprint: this option will bring your ad in a prominent position for 24 hours at a cost of € 9.99
  • Top: You will have your ad in a prominent position for 30 days at a cost of € 35.90

Despite the diversity compared to its cousins ​​listed above, idealista.it remains one of the most chosen portals by real estate agencies and individuals who need to advertise a property for sale.

Because? Definitely, a good product, which offers extra services such as the possibility of making videos and photo books and more: for some time, in fact, a user can also request an evaluation of the property before putting it up for sale.

WeAgentz

The portal, created in 2015 to promote the figure of the licensed real estate agent, allows you to contact the perfect real estate agent according to your specific needs, to whom you can then possibly entrust the property to sell online.

The platform provides users with an advanced tool to find the right real estate agent, in a simple way and with full knowledge of the facts: in fact, with the utmost meritocracy and total transparency of information, it is possible to search among the qualified real estate agents present in the database of WeAgentz, comparing their skills, competencies and specializations, with focus on their background and experience in real estate, cities and areas of operation, work mode and much more.

WeAgentz is, therefore, an ideal ally so as not to leave the choice of the agency to which to entrust the sale of your home to chance.

The agents also have an Agent Profile in which they can showcase properties, with a direct link to the advertisement on their website or specialized portal, to increase the chances of selling the most attractive houses on the market in their portfolio.

So, to communicate, use the search bar you find on the Homepage, so as to carry out a quick and geo-localized search for real estate agents operating in your city: relying on the right real estate agent can be the first important step to sell the property. your home online at the best price.

WikiCasa.it

It is a relatively recent portal compared to its peers, but not of minor importance: let’s find out together how Wikicasa.it works, a web portal that should be mentioned for the large web traffic acquired in a few years of life, which brought it in the limelight among the major vertical real estate ad portals, but with a particularity that closely affects individuals …

The homepage is simple and easy to use and allows individuals only to receive an evaluation of their property, by entering the main data and geographical location.

After entering all the basic information, you can check an option to be contacted for free by a real estate agency with a detailed report on the property, including the most likely market value, analysis of demand, prices and comparables…

However, it is good to know that Wikicasa (here is the particularity we mentioned to you) is a real estate portal reserved for publication by real estate agents only, so if you came to our guide because you could not understand how to publish your ad on this portal, know that you will not be able to proceed independently with the publication of your ad.

The portal, therefore, allows you, as mentioned, to receive a free evaluation of the house from a real estate agent, who without obligation and with your consent can also take charge of the publication of your ad, or allows you to search among the ads already published directly from brokers.

Horizontal websites that can successfully host real estate listings – here’s what they are

We had promised to leave room for those online portals that collect different categories of product announcements, but in this case they treat the real estate sector with positive results.

The best websites to sell a house in a more generalist and non-specific way are undoubtedly Subito.it and kijiji.it. 

Subito.it

Also, in this case, the presentations should be completely superfluous, as in the specific case of a portal like Subito.it, we all know how it is constantly under the eyes of all in various media channels and for various reasons.

But how does it work for real estate ads? 

For some time, the website in question has created a separate macro-area, dedicated to the world of real estate sales.

It must be admitted that being a generalist website, we can also speak in Italy of a portal used mostly by private individuals and still little by real estate agencies.

Publishing a real estate ad on Subito.it is really very simple!

If you do not already have an active account with login credentials, you will need to register on the portal via the homepage, but this will really take a few minutes of your time.

To publish the announcement, you will need to use the “Insert announcement” button at the top right of the homepage: you will therefore be asked for all the information and technical specifications about the product for which you are requesting publication, after which the portal will take its time necessary to evaluate your request.

The notification of success or failure (if you have not respected certain parameters of the Subito.it policy) will reach you via the email address associated with your account.

You can also decide whether to be contacted by potential buyers interested in your ad either by email or by mobile phone or to choose only one of the two contact options.

Kijiji.it

The nature of this generalist portal is extremely similar to that of Subito.it, in actions and intentions, of course.

Kijiji.it is a portal that operates on different and transversal sectors… in short, you can really find everything there.

The thing that interests us, however, is that you can also publish real estate ads with ease and proven visibility, which is what we are looking for.

First of all, you will see a geographic map of Italy that can be selected region by region: in this way, you can very easily access the geographic area of ​​your interest directly.

Always at the top right and always after logging in, you will have to click on the button with a camera icon and thus proceed with the insertion of your real estate ad.

As usual and as you know by now, after having indicated the reference category, you will have to proceed with the technical information and the description of the announcement.

You can also, before publishing, ask to see a preview of the ad in question just to see how it will appear online to potential buyers.

When you are ready, by clicking on the blue “Publish ad” button, you can send your property immediately online!

real estate

21 Tips for writing your real estate bio on social media

In today’s article we will talk to you about how to write a real estate agent biography in a  workmanlike manner: if you don’t consider your real estate biography a fundamental tool for reaching potential clients, then now is the perfect time to change your mind!

Don’t overlook the persuasive power of your real estate biography, which can turn from a simple presentation tool into a real strategic showcase. An influential description can in fact attract new customers, lay the foundation for lasting relationships, and give people a valid reason to trust you from the very first approach.

What you need to know is that your potential buyers are already using social media as an information search engine when buying and selling homes. This is what emerges from the latest survey conducted by We Are Social and Hootsuite: Global Digital 2018.

According to the research, the use of social media has already increased by 13% compared to 2017 with more than 3 billion active people in the world (of these, 9 out of 10 access via mobile devices). In Italy, on the other hand, there are 34 million “social addicts”, which is more than half of the entire population.

What does all this mean for your business?

Today’s potential customers, before going down to contractual agreements, have the opportunity to study you more closely, get the first idea of ​​who you are and how experienced you are in your sector, all this through online channels.

You are probably thinking “But I already have a bio on social media!” and this is already an excellent thing because you are aware of the importance that it has, so today we try to understand how you can distinguish yourself from the others, in the sea of ​​web content. In fact, your biography is one of the most important aspects to differentiate you, but at the same time, it is a very often overlooked element. Because? Because in general the homepage of the website is mainly taken care of, that is the page that gets the most visits.

Your presentation, on the other hand, is the best opportunity to show your personality to leads and customers. According to Buffer, a popular Social Media Management platform, it is “an introduction, a first approach that allows your potential client to evaluate you and decide if you can satisfy their needs or not” .

Whether you decide to write it yourself, or you delegate someone else to create it, below we list 21 steps to make your bio a real hallmark!

How to write a successful real estate bio for social media

1. Choose the right image

The image you choose is the first thing potential customers will see. As such, it should make them feel welcomed, confident, and somehow “forced” to choose you as their real estate agent.
Make sure you have a quality photo where you appear smiling, friendly and professional at the same time. If possible, hire a photographer to rehearse and then ask some friends and family what they think. The photo is appearance, but it is the first impression a user receives of you, even before the copy.

2. Do a 10-minute brainstorming

Do you have writer’s block? If you’re writing your bio, just getting started can be daunting! Don’t try to achieve perfection on the first try. On the contrary, just start writing! Ignore spelling, grammar and focused primarily on eliminating parole .

Try writing a list, making a mind map, or just filling the page with your thoughts. Once you understand what you actually want to talk about, rewrite and review your presentation until you are ready to upload it to your profile.

3. Focus more on actions than personal characteristics

It seems a bit of a contradiction, but potential customers are not as interested in your embroidery collection as they are in the fact that you have sold a large number of properties thanks to your professionalism. Show that you are a hard worker who achieves results by describing what sets you apart from others. Make use of many action verbs (such as developed, achieved, accomplished, achieved) and try to be as specific as possible.

4. But… don’t list all your sales figures

For potential clients who aren’t real estate experts, pure sales statistics, such as the fact that you’ve sold 650 properties to date, aren’t important. These numbers are often too large and have no direct relationship to important parameters for your target, such as the selling price.

Instead, you could inform the client that you have sold certain types of properties in a certain area, so that they perceive a certain professional acumen for certain types of real estate transactions.

5. Write in the first person

Be authentic, speak in first person and things you care about, to make your presentation as personal as possible and above all “alive”, as if you were right there talking to your potential client.

6. Also focus on humor

Humor is a very useful tool to get in touch with your followers in order to have greater influence and to break through the veil of neutrality with which they will initially face the reading of your real estate biography. We are not saying to make it a cabaret, the real estate agent has historically been surrounded by an aura of professionalism and seriousness.
The value consists in inserting those two or three unexpected, surprising, extroverted words, which allow you to create a sort of empathic osmosis that will contribute to more effective decoding of your message by the potential customer.

7. Always keep an eye on keywords

Does your real estate bio include keywords from your industry and market niche?

If not, once you have identified the keywords you need to focus on, include them in your bio to optimize your page. This way the profile will appear among the first search results.

8. Don’t be vague

Users expect your real estate bio on social media to be unique, expressing original thoughts. Avoid using terms like honesty, integrity, trust, or 5-star service. These are often abused in the real estate industry, and lose their meaning when read by potential clients. It is best to stick to simple Italian, which truly describes you and what you do.

9. Offer a value proposition

The value proposition gives the reader an idea of ​​what they can expect from you. Include a value proposition in your bio, this could also simply be the content you post on the social page. You will have greater benefits by entering a CTA for downloading a free guide, email contact or a simple invitation to share.

10. Be consistent

To have satisfactory results, you need to make sure that what you say on your real estate bio is consistent across all the channels you are on. Basically, it is okay to change the shape and outline, but it is essential that the information coincide: on Twitter, you will most likely use short sentences, on Facebook you will write a longer paragraph, on LinkedIn it might be useful to add an article dedicated to your real estate biography. via Pulse. Take the time you need to better highlight your achievements and create additional assets, but in each one you need to be consistent in both information and cross-channel tone of voice. Don’t focus solely on selling real estate in one channel and being a family man in another – define your personality and keep it constant.

11. Write concisely

Your description should be a simple greeting, an introduction to someone who is considering contacting you. If a social networking website does not limit the length of the presentation text, still offers only the most important information without being too verbose – otherwise, readers will end up ignoring everything.

Here are some ways to do it:

  • Reduce the length of your sentences. Having limited space, try to shorten sentences. “I like working with luxury properties” can become “passionate about luxury properties”. With longer biographies, however, use a thesaurus to help you vary the vocabulary throughout the bio, but always make sure you use terms that are part of your way of expressing yourself.
  • Prioritize information. Choose the features that best describe you. Does the customer need to know that you are a dog lover? Could be. But did you already say that you love coffee, cakes, and yoga? Focus only on the essential information – the information you want your audience to remember.
  • Show it to a dear friend. After writing a bio, it can often seem like it sounds corny, terrific, or over the top. Show your real estate bio to a trusted friend or colleague and ask to see if it matches who you really are. So, reread it and delete anything that doesn’t help tell your story.

12. Add a personal touch

Life isn’t all about work, so talking a little about your personal life can be a great way to connect with potential customers. By including information about your family, pets, hobbies, your clients will see you as a real person rather than just a real estate agent. And, who knows, someone might contact you simply because you have something in common with him! Here’s how to get started.

Add as much detail as possible and try to answer questions like:

  • What are the 3 main things you love to do every day?
  • What challenges have you overcome that you are most proud of?
  • What’s your greatest achievement and why is it important to you?

Take the answers and turn them into a shortlist. Now that you’ve identified what sets you apart, you just need to include it in your real estate bio in descriptive form. This way you won’t have an anonymous presentation but something that will set you apart from the crowd.

13. Include customer testimonials

It is human nature to seek reassurance from others. Let other people speak for you by adding positive testimonials to your profiles. This feedback can help you seal the deal with a customer who may be hesitant.

14. Do not include testimonials from managers or colleagues

Avoid using recommendations from co-workers, especially in your LinkedIn profile. Leaning on your colleagues can make them think you can’t find a customer who is satisfied with your service.

15. Show that you know your area or city well

You know your area of ​​operation better than anyone else, but knowing doesn’t mean knowing how to prove it. So be sure to include information on where you’ve lived and how long you’ve been an active agent right there.

Conversely, if you’re relatively new to the area, tell why you moved and everything you love about your new area of ​​expertise. This is a great way to build trust with customers who will need your guidance to find their ideal home.

16. Don’t put ads in your presentation

There is a specific time and place for each ad, but this is not it! Keep your real estate bio simple – if you use it for advertising only, you will drive away customers. Make sure people feel your qualifications and dedication to meeting their needs, rather than achieving your business goals. In this sense, and referring back to point 4, the citation of too much economic data must be clearly considered.

17. Do some research

Finding the best way to express yourself and grab your reader’s attention can be hard to figure out on your own, so start exploring what other agents have done. This will give you some tips on what works and what doesn’t, allowing you to differentiate yourself and develop your technique and style.

18. Show your qualifications

Report that you are a licensed real estate agent. Showing this may seem trivial, but it adds credibility to your profile and demonstrates your level of professionalism. Don’t be afraid to list other relevant qualifications, your training, your work history, a shortlist of training courses attended. All of this will set you apart from other agents by showing your ability to excel in your industry.

19. Use various multimedia tools

Having both a written bio and a video introduction can not only make you seem more tech-savvy, but it also allows people to get to know you a little better. In this regard, here is a guide for you to use YouTube in real estate.
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20. Check your spelling

Your real estate bio is the perfect opportunity to prove how professional you are, so make sure your writing is 100% correct! Only a single mistake can make you lose a customer forever. Once you feel your bio is perfect, follow these three steps: take a 12 to 24 hour break so you can review it with a fresh mind, read each word aloud, and finally ask a trusted friend, family member, or a colleague to read it and give you feedback.

Also, avoid overdoing the use of fanciful fonts and writing techniques. Use exclamation marks, italics, and bolds sparingly, which, if used excessively, can distract the reader.

21. Review your bio periodically

Writing or perfecting your bio should be at the top of the priority list. Interests change, skills evolve. Your followers have been looking at the same bio for about three consecutive years and have grown tired. R ivisita your presentation every six months, every year up to add or change details and to keep your followers interested.

How to customize your real estate bio for each social platform

In an online world increasingly crowded with content, creating differentiation is a must.

As best-selling author Seth Godin states,

“In a connected economy, what other people think and their expectations about you are things that go together to create your brand identity”.

Of course: standing out can be difficult. The challenge for most people is to translate these characteristics into something that is fascinating and that can inspire potential customers through social media.

Don’t think that one type of bio is suitable for all platforms.

At a minimum, you should create biographies and profiles on:

  • the website of your real estate agency
  • LinkedIn
  • your Facebook business page
  • Twitter
  • Google+
  • Pinterest
  • Instagram
  • industry reference websites such as WeAgentz

Each social platform shows the biographies in different parts and, as mentioned, can have a certain limit of characters. The following Unbounce cheat sheet shows character limits and general best practices for major social media sites . Keep in mind that these sites are constantly posting updates for layout and functionality, so make sure you are always informed about changes.

real estate biography

Facebook

Facebook offers you several options: there is a bio tagline that appears on your main page, and an “Information” page that contains the fields to include the tagline, as well as the mission, company overview and description (some fields will vary depending on how you set up your page: personal or business). Use descriptive and simple language that your prospect might like. Don’t forget to use hashtags to be found on every social channel.

Twitter

The ideal place to show information in small quantities but in a pervasive way: your educational qualification, the results achieved in your work, your daily interests. In this channel, wise use of hashtags is more essential than ever.

Hillary Clinton, during the last presidential elections for the White House, found a great ploy to make her biography funny, defining herself as a “haircut icon”, a “suit aficionado”, and if a US presidential candidate can do it. of America, it means that the ironic descriptions on social networks really serve to attract attention!

real estate biography

Google+

Since this bio is tied to your Google account, it is important that it has as much relevant information, appropriate keywords, and links, contact information. Technically, your “About” page on Google+ has many areas to fill in, but for the purposes of creating your real estate bio, we will focus on the “History” section, which includes:

  • Tagline – a brief description of who you are
  • Introduction: the heart of your bio where you specify what you do, how you do it and what interests you
  • Advantage:  your achievements, professional or personal

For example, you could talk about your qualifications, interests, achievements and areas of specialization. Speak in first person and also add a value proposition, links to your websites and blogs and provide multiple ways to reach them.

LinkedIn

LinkedIn is the quintessential professional social networking site, so it makes sense for it to be the place to showcase results and experience in-depth. As there are no limits of character, feel free to be as complete as possible to communicate the most important details of your business.
For example, you can use your bio to describe your qualifications, results and a link (only one!) To your property listings.

Pinterest

Your real estate biography on Pinterest is a great space not only for your business information: being a visual medium, p UO also express your passion, creativity and interests. Show how you managed to sell that badly made house by home staging. Be as concise as possible, describing what you do and what results in your customers can expect from using your services.

The real estate market is constantly growing in the online world, thanks also to the pervasiveness of mobile devices. In such a scenario, your professional biography becomes an increasingly fundamental tool for generating customers and for communicating your brand identity to the world.
Follow these tips and you will notice an increase in leads attracted to your profile. Each agent is unique and respecting your diversity will help you stand out from the crowd!

WeAgentz

The Agent Profile on WeAgentz is the most complete page for a real estate agent. The profile opens with a section dedicated to contacts and links and a brief introductory description. Then you have the opportunity to write an introduction by adding immediately after a presentation video (if you have one) and specify the cities served in the appropriate section, complete with integrated Google Maps.

Each Real Estate Agent has the possibility to specify their training, their experiences, specializations and languages ​​spoken, as well as the main activities carried out through the use of a pie chart.

Real estate advertising

Real estate web advertising: what you should know

What do you (really) need to know for an effective real estate web advertising strategy? This article will clarify your ideas, giving you some interesting ideas for your business!

Real estate was, during the years of the economic crisis, one of the most affected sectors. Fortunately, the data of the Revenue Agency in the 2018 Real Estate Report believe that the sales relating to the last two years in the residential sector are characterized by a positive trend. So you can breathe a slight sigh of relief, but it is definitely not the case to rest on your laurels.

Now the scenario has changed. The tools of new technologies have become part of the everyday life of people, your potential customers. Interpersonal communication is increasingly mediated by smartphones, tablets, computers, laptops and, therefore, by the magical world of the Internet: the massive presence of people online means that the web today looks like a sort of second home, not to mention before. . In an article on our blog, we showed you why it is necessary to implement an efficient email marketing strategy in the real estate sector. Today, we address the issue of online real estate marketing from another point of view, that of advertising: we will focus on the two most effective tools of real estate web advertising: Facebook Advertising and Google AdWords.

And you, what are you waiting for to be found in new (or almost) virtual places with a truly performing real estate web advertising strategy? We will share with you, in a single article, some valuable tips to use for an effective real estate advertising campaign on the web.

Enjoy the reading!

Real estate web adv: the 2 most effective tools

I) Facebook Advertising

Facebook is the social platform par excellence. Millions of users connect to the Internet every day and, among the actions they perform, accessing their Facebook profile is certainly in the first place. Have you ever thought about it? Why do people log into Facebook? We connect to search and find what we need at that moment or, more simply, to exchange information and curiosity.

This is why Facebook is one of the (few) virtual places where your presence is absolutely necessary, not only through a constantly updated Facebook company page but above all through Facebook advertising campaigns aimed at your target, to better promote your property or your service.

5 steps for an effective Facebook advertising campaign

1. Identify your target

First of all, real estate web advertising is effective when it is “customer-oriented”, that is, oriented directly to its interlocutor. In fact, before proceeding with the Facebook advertising campaign, certainly, the very first thing to do is to identify your target:  Facebook Business Manager is a fundamental tool that allows you to enter useful information relating to your target, plan campaigns and manage access from a single interface. Obviously, the more information you can gather, the more effective your campaign will be. So here’s a bunch of valuable demographics to consider:

– Age
– Type of education
– Gender
– Salary
– Websites visited
– General interests

The demographics and behavioral data mentioned certainly offer an overall picture of your prospect very close to reality. A good starting point to better understand what are the main aspects on which to base your next ad.

2. Bring your ad to life

Browsing the web, what immediately stands out is the image: a virtual showcase that caters to the world and consequently also attracts the public interested in what you have to communicate. Even in the context of real estate web advertising, the impact of the ad largely depends on the image you choose. But not only that, here are the three aspects to consider if you want to make a valid announcement:

– Title
– Body of the text
– Image

Here are some practical suggestions for improving each of these three aspects:

Title: people don’t have the time and desire to read kilometer-long papyri! The title of your ad should be short and concise: the ideal would be to not go beyond 2 – 3 words per sentence. Also, always remember to end the title with an incisive invitation to the user to click on your ad.

Body of the text: by reading a question, the user will be more impressed and involved in answering the question you submit. This means that you will have already caught his attention. So, always be short and concise and favor punctuation, especially the question mark.

Image: Photos that are too professional often have a detrimental effect on social users. Always get natural, clear and clear photos.

3. Define your goals

Once the graphic aspects have been developed, the next step will be to define what your goals are: surely the primary one will be attributable to converting traffic into sales. Don’t make the mistake of driving traffic to your page’s wall: if you want to increase the number of your fans, we recommend that you create a Welcome Tab that invites visitors to click “Like”. Finally, change your page settings so that new visitors land right there.

4. Design your ad

One of the first things Facebook will ask you is to define the destination URL for who will click on your ad. In this case, you have two possibilities:

– External URL
– Facebook page

In the first case, if you intend to direct traffic to an external URL, make sure you already have a landing page with a good percentage of visitors who, once they arrive at the page, perform the action you have chosen for them: subscribe to your newsletter (so you can get direct contact) or, why not, contact you to request information on the property. If, on the other hand, you decide to direct your traffic to a Facebook page, create a welcome page that invites your visitors to register directly within the social network. Testing the two methods is always the best solution!

Once this is done, it will be time to define precisely who you want to convey your ad to.
There are several options to define as specifically as possible the Facebook Ads target that you will find yourself managing:

– By location
– By interests or keyword
– By connections
– By age

Location targeting

Through this type, you can direct each ad to over 25 countries around the world. Location targeting can vary from country, to state, to city, even to a specific neighborhood. One of the biggest advantages of Facebook is related to the very high level of specificity with which you can convey your ad.

Interest or keyword targeting

This second type of targeting is, in all likelihood, the most effective option for reaching your target audience on Facebook. While you are typing, Facebook will be able to suggest a series of keywords based on what users are looking for the most on social media.

Specifically, keyword targeting is based on common interests and activities, favorite books, TV, movies, or workplaces that users indicate in their profiles. Keyword targeting offers a great tool, useful for advertisers to beat the competitor’s bid over time.

Connection targeting

In case you direct traffic to an internal Facebook landing page, connection targeting is certainly the most suitable option. Thanks to this type, you can define as recipients of your ad the users who are connected to pages, events, or groups of which you are an administrator.

Age targeting

In this case, opt for as wide an age range as possible, but be careful not to do this in the same ad, as it would be counterproductive. Make more than one ad for each campaign and select a time frame of at least 5 years for each. In case the number of users is too low, change the time frame and make it wider.

The four different targeting options can be used together or not. Each time you add a new type of targeting, you’ll see the number of people you’re targeting at the bottom of the page. Clearly, the more options you choose to add, the more accurate and effective the ad will be.

CPM OR CPC?

Within every real estate web advertising strategy we always talk about CPM or CPC:

– CPM (Cost Per Thousand Impressions) : it is the cost of 1000 impressions of an ad on a web page, therefore the advertising rate is applied to make your ad appear.

– CPC (Cost Per Click): refers to the cost that you will have to pay for each visitor who is brought to the site by clicking on the ad.

The higher the percentage of people who clicked on your ad (CTR), the lower your CPC will be. To ensure long life and safe effectiveness to your campaign, the main objective to focus on is certainly to reduce the CPC.

If your goal is to create an awareness campaign around your brand or to promote an event, CPM (cost per 1000 impressions) can be an effective bidding system. If, on the other hand, your goal is mainly the growth of conversions, then the CPC (cost per click) is the most suitable choice.

5. Planning

When you start a Facebook advertising campaign you can follow two different working methods:

I) Start with just one ad

Start planning only one ad at a time for your real estate campaign. Include all geographic areas and the age range that interests you. When you reach 100 clicks, open the report that you find in the sidebar to the right of your account. Check which geographic areas, age groups, or interests are the most effective for your customers, and start targeting your ads from there.

II) Start with lots of announcements

Start your campaign with as many ads as your targeting options. Wait two to four hours to find out which ads are performing best and pause all the others.

Both of the above two approaches are valid. To fully understand which one is best for your audience, we recommend that you test both methodologies and draw conclusions later, in relation to the overall success of the campaign.

An ad on Facebook advertising has an average life cycle of about 5-7 days: after this period of time, do not immediately change the ad completely, but start by changing only the title or image, so as to attract the attention of who has ignored the previous version of the ad.

II) Google AdWords real estate

When we talk about real estate web marketing, Google AdWords is certainly another very useful advertising tool. Using Google AdWords, in a few minutes your ad could climb the top of Google by paying a variable budget.

Why should you know Google AdWords to promote your properties?

In Italy, 97% of users use Google to search online. Think about it, you too start from Google to search for anything you can think of, using a specific keyword. Do you need a hotel for your London holiday? Surely you will type “Hotel Londra” and, consequently, Google will immediately suggest you a list of organic results, starting from the paid ones.

Imagine how important your presence in the top positions of Google can be when your potential customers are looking for a property, right in your area of ​​expertise.

AdWords is the web advertising platform created by Google that allows you to appear first through the ad, in the attentive eyes of users who, at that moment, are looking for certain products or services, through the use of simple keywords.

As an example, if you “ask Google” for “Apartments for sale in London” you will notice on the right, or in the first three positions, the advertisements made with Google Adwords. These will certainly be more visible because they are in the top 3 positions (marked with a light yellow color and the wording “ads”) compared to all the advertisements of other websites that offer advertisements on the same theme.

You may have noticed that the advertisements you see when you search on Google are always relevant to what you are looking for; consequently, with the Google AdWords tool,  users will be looking for you directly, and not the other way around.

How does Google Adwords work in real estate?

The functionality of Google AdWords is extremely simple. You pay a CPC (Cost per Click) only when the user who has done a Google search sees your ad, is interested in it, and then clicks on it. Subsequently, after the click, the user is directed directly to your website. You decide how much you are willing to spend for each click. In addition to the CPC, you can decide in advance how much you are willing to spend daily, still having the opportunity to change both the cost per click and the daily budget when you want. If you are not satisfied with how your campaign is doing, you can always decide to temporarily “pause” it.

The 3 most common mistakes that put your AdWords campaign at risk

Have you tried the approach to Google AdWords but found no benefit? Perhaps you have made one of these 3 mistakes, which involve:

– Generic keywords
– Wrong page
– Unmeasured results

Generic keywords

Do not bet too much on too generic keywords, such as “real estate agency”: they could create gigantic black holes in your budget, producing negligible results compared to what you have invested. Your market has a very specific location and your goal is to be found (clicked) exclusively by users potentially interested in your real estate agency.

Wrong page

A classic example can be traced back to the “home page” of the site which, very often, is not the best answer to offer to the user who is expressing a specific need when he types his keyword.

Unmeasured results

A big advantage of Google AdWords is related to the measurement of results. This tool allows you to measure exactly how much you spend to get a click and how much each conversion costs you. Conversion is the action you have set yourself as a goal: the completion of a form by the user, for example. Without such a setup, you will never know if your financial sacrifices produce results or not.

How to distinguish effective keywords from harmful ones?

As you may have noticed, the choice of keywords is essential for creating a winning AdWords campaign. You could try to put yourself in your potential customer’s shoes and start doing a little brainstorming with all the words that come to your mind. Create a full-bodied list of keywords, then divide it into product categories, giving it a sense of logic and belonging. Furthermore, one of the fundamental things to do is to know how to link the keyword to the precise place where the property is located, to avoid having the ad displayed to those who are not interested.

Once you have finished the list of keywords, use the tools that Google provides you, such as:

– Google Instant
– Keyword Planner

Google Instant is the tool that suggests the results while you are typing the keyword in the search bar. Keyword Planner is another tool that you can find in your AdWords account, which allows you to know the number of monthly searches on a given keyword and similar words.

In addition, AdWords allows you to filter “bad” traffic through the use of matches: it is a fundamental operation to be found only by potentially interested people. Matches allow for careful selection of the target to attack and save you from spending money unnecessarily.

A match can be of five types:

– Exact
– Phrase
– Generic
– Inverse
– Modified generic

Using matches correctly improves the performance of your AdWords campaigns.

For example, if you don’t want your ads to appear when the user uses the word “rent”, you can avoid this with negative matching. If you don’t want to exclude the display of your main keyword (example: London houses), when the user adds words, using the phrase match will make it possible (therefore: I’m looking for London houses). With a broad match, your ads are automatically associated with relevant keyword variations, even if those terms differ slightly from the keyword you set. (eg singular/plural, spelling errors, etc …). Broad match is the most dangerous and, if used incorrectly, it risks making you spend a lot of money due to the strong competition that exists on generic keywords. The exact match, on the other hand, is the one that filters the traffic most of all, because it forces Google to display the ad with the keywords you entered without any variation.

How does Google AdWords rank the real estate ad?

AdWords decides positions on the basis of a “Quality Score” which it individually assigns to the various ads which, in turn, are linked to a group of keywords.

Basically, the factors that most determine the position are:

– CTR:  The click-through rate, ( ” Click-through rate ” in Italian) is a rate that measures the effectiveness of an online advertising campaign.

– CPC: the cost-per-click, which we have already defined above.

In a nutshell, the ads that receive more clicks (therefore those of higher quality) get a better position at a lower cost per click (CPC) than competitors with a lower quality score. The advertiser in the first position may pay less than the advertiser in the fifth position because it has a higher quality score.

Facebook ads or Google AdWords: which one to choose for effective real estate web advertising?

Google AdWords ads appear as sponsored search engine results when the user is looking for something specific, for example, a product. On the contrary, with Facebook Ads your promotional messages appear on the social network among the news and posts of friends with a targeting logic that does not have to do with a specific search of the user, but with his demographic characteristics, of interest and behavioral.

Adopt Facebook Ads when you want to stimulate potential customers in the phase of getting to know your real estate agency, users who are therefore not yet at an advanced point in the purchase decision-making process: you can show your brand and your real estate proposals to an audience that, if you have been good at defining the target, he is potentially interested in it, and perhaps he does not even know he needs it yet.

Instead, it carries out campaigns on Google AdWords to intercept the potential customer in the “consideration” phase, that is, that crucial point in which the user has already determined what interests him and is actively seeking solutions to complete his purchase objective.

Both tools are therefore useful for your real estate web advertising campaigns: precisely because with different objectives and results, they help to complete the supervision of the entire purchase process. Google AdWords expresses its best when aiming for immediate sales, while Facebook Advertising is terrific if you aim to improve your visibility or optimize your lead generation processes.

real estate landing page

How to design an effective real estate landing page

Today we will talk about how to design a real estate landing page in a workmanlike manner, considering that nowadays, not surprisingly, one of the greatest challenges faced by real estate agents is precisely to keep up with the advancement of technology.

Social mediaemail marketingonline real estate listings – the number of tools available can overwhelm you when you’re trying to run your business in the digital world. But the fact is that you will have to find a way to be able to better cope with the technological change because it is now established that almost half of the real estate buyers start looking for a new home online.

If you are a real estate agent, you will therefore have to start creating specific web pages for your target (more precisely called landing pages), to push users to contact and facilitate their purchase process.

The question you have to ask yourself is: why do you need a real estate landing page?

You must know that even when people do not immediately start looking for a new home online (for example, they inquire from friends and relatives, read a local trade magazine, trust the advertising of a well-known real estate franchise seen on TV …), to they end up there anyway. According to Realtor,  99% of millennials and 89% of baby boomers say they still use the internet during the property-purchase process. A figure that leaves no room for replicas!

This means that if you are a real estate agent you should have a strong online presence no matter what your niche is.

And since every Internet marketing strategy integrates different channels available such as social media, email and pay-per-click advertising, you will need a real estate landing page that your customers can land on once they have clicked on your web advertising campaign. real estate.

What is a real estate landing page?

Have you already created a real estate landing page for your business? Here’s how to figure it out:

1. Is your page disconnected from your website navigation?

Your landing page should be part of your website, but it should be inaccessible from your site navigation. To be a true landing page, potential customers should be able to enter it after clicking on a link they received via one of your communication channels – email, pay-per-click ads or social media.

2. Is your page solely for converting visitors?

Some people will tell you that your page must have a specific structure or call-to-action (CTA) to be considered a landing page.

What you create must have one and only goal: conversion.

Why a real estate landing page is so important to an agent in 2019

Imagine a real estate landing page just like the small studio where agents usually welcome their customers to close a sale, smaller and more intimate rooms than the usual noisy offices. These rooms are not meant to have more privacy, but to gain customer attention and facilitate business. It is easier to make a decision in a closed environment,  without too many distractions that could lead the user to other corners of the web.

In 2019, the vast majority of users are online and the “small rooms” where agents make sales with their customers have now disappeared. Now there are their virtual equivalents: real estate landing pages. What you need to do is persuade users to give you their contact information, and hope they want to interact with you.

Combine online and offline marketing

An interesting possibility that technology offers today is to connect your real estate landing page to your social accounts, even via QR codes, starting from billboards, flyers, business cards or any other offline promotion tool. This is a great way to use technology to track how many people visit your website from offline tools.

Landing pages allow you to get a longer and more targeted pitch

While most real estate agents will say that your landing page content should be as short as possible, you actually have the ability to put a lot more information on your real estate landing page than you can on Facebook.

Also, if you direct your leads to your website home page, they are more likely to get distracted and never come back. Because real estate landing pages are specifically designed to get contact information from potential sellers or buyers, you’re much more likely to get a better head start with a well-targeted campaign.

It is possible to do an A / B test on the landing pages and modify them based on the results obtained

Let’s say you’ve thought of two different pieces of content for your landing pages, but aren’t sure which one to choose. You can set up your real estate landing page to show one version of the content to half of your visitors (option A) and the second version of the text (aka version B) to the other half, so you can see which one has the best performance. You can also do these tests for layouts, images, Call-to-Action, and even with the color of the CTA button or contact forms. The following tools might be right for you: UnbounceVWO, and KISSmetrics.

Now that we’ve completed an introduction to the real estate landing page and why it’s so important, let’s take a look at the three types of landing pages every real estate agent should be able to create in 2019.

The different types of real estate landing pages

1. Real estate appraisal landing page

  • Lead Type: Real Estate Sellers
  • Advantages: good conversion rate
  • Disadvantages: May require a subscription to real estate appraisal services

Real estate appraisal landing pages are the most used landing pages by real estate agents in 2019 to get leads from sellers. Here’s how they work: A real estate agent creates a Facebook ad for users who need to sell their homes. Generally, the ad will offer them a free home appraisal so they can find out how much it’s worth on the market. When a potential lead clicks on that ad, they land on the property appraisal landing page.

There are two sub-categories of landing pages in this regard:

1a. Instant evaluation landing page

  • Conversion rate: Medium / High
  • Advantages: Higher conversion rate
  • Disadvantages: More partial leads (eg. They just leave their address without indicating emails)

This type of real estate landing page offers potential clients an instant home appraisal in exchange for their contact information. In order to set up an instant home value landing page, you need to be able to offer prospects an appraisal of their home right away as soon as they provide their contact information, using automated software with pre-set parameters.

The great thing about these types of pages is that the conversion rate (the percentage of people who leave their contact information) is among the highest in real estate landing pages. After all, people are more likely to give their information in order to get something in return immediately.

The downside is that you have more partial leads, as people tend to enter only their address and some details about their home but leave no useful information.

1b. Landing page of the CMA (Comparative Market Analysis) offer

  • Conversion rate: Medium / Low
  • Advantages: it more likely leads to requesting the CMA
  • Disadvantages: Fewer users leave their contact information

A landing page of the CMA offer encourages visitors to your website to provide you with contact information so that you can more accurately rate their home. Your ads will look very similar to; “Is your house worth more than you think?”.

2. Real estate landing page with free content

  • Lead type: Seller or buyer
  • Conversion rate: Medium / High
  • Benefits: Leads will be more likely to leave their contact information
  • Disadvantages: Leads may be further away from making a buying or selling decision

For this type of landing page, you could offer Ebooks for both buyers and sellers, a guide to off-market listings in your area, a list of the top ten renovations with the best ROI, an updated list of foreclosures or any other content. a buyer or seller might want from a real estate professional.

While free content landing pages tend to have a relatively high conversion rate, there could be a danger that the leads you get are too high up in the conversion funnel, still in the awareness stage, and won’t guarantee you immediate revenue. .

3. Landing page for real estate search

  • Lead Type: Buyer
  • Conversion rate: low
  • Benefits: Higher CTR (click-through rate, i.e. how many people click on your ad)
  • Disadvantages: lower conversion rate

People will search for ads on your website but they don’t necessarily sign up. This type of page it optimizes times a lot because you don’t even need one real landing page, you can simply use your home page by adapting it, obviously with all the limits of a lower conversion rate.

The 3 main elements of a real estate landing page

Before taking a closer look at the software and tools needed to create landing pages. let’s take a look at the three common factors that distinguish them: copywriting, general layout, and CTA (Call to Action).

1. Copywriting

In the copywriting of a real estate landing page, the main objective is to briefly describe one’s value proposition and demonstrate one’s relevance and authority in the real estate sector. For example, you can write a short paragraph about why users should download your ebook, call you, or do whatever you are trying to get them to do. Recognition, significant exploits, and sales testimonials can be extremely effective in this regard.

Write simple text

Remember that your landing page needs to convince potential customers in fractions of a second. Keep the copywriting clear and concise. Use short declarative sentences. Complex sentences bore people and increase the chances of them leaving your page.

Break up your content

If you want to insert different texts on your landing pages make sure to divide them with subtitles, icons, images or bulleted lists. Structuring the speech will make it easier for people to browse the page and read-only what they are most interested in.

Cite statistics

Since you have such a short time to grab users’ attention
and get them to convert, you need to use eye-catching ploys. Make use of statistics and expressions that show a certain urgency for action (such as the “Call Now” CTA…). Remember the content marketing formula: Problem-Agitate-Solve. Create a need or a problem, push your presentation and then propose your solution.

Here are some examples of copywriting depending on their effectiveness:

  • Poor content: “There are many new 3 bedroom apartments in your area”
  • Good Content: “There are 97 3-bedroom apartments in Parma on the market right now”
  • Great Content: “There are 17 3-bedroom apartments for less than € 60,000 in your area. Check it out before anyone bids! “

Always remember your goal

The most important thing to keep in mind when writing copywriting for your landing page is to always be clear about your goal. Before adding another word, always ask yourself if it will help you persuade your lead to fill out the form and leave you the contact information you want so much. If the answer is no, forget it.

2. General layout

Like copywriting, your landing page design should also be simple, attractive, and help convince your leads to give you their contact information.

Here are some tips for designing your real estate landing page for great user conversion rates.

Use pre-set and custom landing page templates

Most people think graphic design is simple. After all, you may think that it is child’s play and that you just need to have photoshop installed on your pc or have attended a simple course. The answer, of course, is that, like all trades, setting up landing pages in a professional manner can take many years of experience.

But there’s no need to make things too difficult when creating your landing page. Just customize one of the hundreds of landing page templates available on software like Unbounce or Instapage.

The lead acquisition should be the main focus of your landing page

Don’t worry about making your landing page perfect. Yes, of course, you want to create something that looks professional, but that doesn’t mean it has to be filled with fancy special effects or graphics. In many cases, the simpler landing pages have a better conversion rate. While this may seem somewhat counterintuitive, it makes more sense than you imagine. People want to work with someone they can feel trusted. Who would you trust most, a luxury Wall Street investment bank or your local credit bank?

Landing pages must be responsive

A page is responsive when it adapts to desktops and mobile devices. As you may have guessed, in today’s mobile-first world it is imperative to make sure your landing page is perfect on both mobile and desktop. You may need to create two separate pages. Fortunately, you can do this quite easily using landing page builders like Unbounce.

Less is more

As with your content, you should always ask yourself if the layout, fonts or images you choose will serve to attract more people and provide you with their contact information. In most cases, this means fewer images, fewer fonts, and fewer colors or other distractions.

Use images to get an emotional response

The images you choose are just as important as the content and the Call-to-Action. When choosing images for your real estate landing page, make sure they are of good quality. Most importantly, make sure your leads react positively to your page. In general, this means having high-quality, large-sized shots available.

Think about it, the image of a beautiful house will likely produce a more positive emotional response than an ugly one. That said, however, it is also true that the image of a mansion could be intimidating to someone living in a low-income area. Always adapt ad images to your audience.

Houses or people?

While house images are generally a winning bet for landing pages, images of people may be less useful for your conversion goals. In a recent experiment, pages showing only properties for sale achieved 34% more conversions than pages showing photos of people.

If you really can’t help but insert smiling people on your website, make sure that the subjects are facing your CTA towards your contact form.

Insert archive photos

Sometimes you can also find stock photos that work amazingly well for landing pages. If you want high-quality photos, you can use free sites like Unsplash or paid sites like Stock or Getty.

3. The Call-to-Action

Okay, now let’s look at the most important element of any landing page: the CTA. The CTA encourages your visitor to take action.

Here are some tips for creating effective CTAs.

Enter your CTA at the top of the landing page

While it may not look good you should always put the CTA at the top of the page. This will greatly increase the chances of conversion. However, if you’ve developed a real estate appraisal landing page where you’re trying to get people to sign up for benchmarking market analysis, it might be worth putting your CTA at the bottom.

In 2017, A / B tests were carried out which showed how CTAs placed at the bottom of the page get 20% more conversions than CTAs inserted at the top.

Avoid words that require commitment from your users

Friction words are words that create negative associations in your visitors. Avoid using words like send, buy, sign up, or click in your CTA text. It seems like something small but these verbs can give users the impression that they have to do something challenging.

Colors

According to data from Optinmonster, red buttons for calls to the action performed better than green buttons. Use colors that stand out from that of the main page. This will help your button stand out and increase clicks.

The best real estate landing page templates

There are several tools to create landing pages, and we have already mentioned a few, but now we would like to be more complete. Here is a nice list of the most used ones:

  • Unbounce
  • Mailchimp
  • Instapage
  • Mail up
  • Leadpages

These tools are ideal for facilitating lead generation and increasing the benefits for your brand. Thanks to them, you can create landing pages with a simple but effective interface at the same time, having many templates to choose from. Let’s see some of the tools mentioned above in detail.

Instapage

This software allows you to have the ability to choose templates based on the goal you want to achieve. The cost of the service is fair and the pages that are created are responsive.

Leadpages

Leadpages is a very affordable service, very simple to use and offers tons of templates to choose from. In addition, Leadpages gives the opportunity to take inspiration from the landing pages created by other users and thus have creative ideas on the design to use.

Mailchimp

Mailchimp users can create free landing pages. MailChimp was actually born as an email marketing software (EMS) that offers a series of simple landing page design options to match your email marketing. The number of options available and the easy-to-use interface differentiates MailChimp from other types of software.

Unbounce

Unbounce is used by marketing teams and agencies to create landing pages (custom pages dedicated to a single campaign goal) and overlays (targeted calls to action that can appear at the top of any web page), without having to rely on designers or developers.

It is designed to allow marketers to be fast and have all the customization possibilities they need to launch and repeat campaigns for conversions. A / B testing, drag-and-drop functionality, lead generation, CRM integration, a rich gallery of responsive templates and dynamic text replacement are some of the elements this tool allows you to work with.

Conclusion

An ideal landing page includes many different components that take time and experience to manage them effectively. We hope these tips have given you some ideas for your real estate marketing so that you can best design your real estate landing page.

Knowing how to create landing pages for the real estate sector is becoming a crucial skill for real estate agents in 2019. After all, what’s the point of inviting people to click on your Facebook ads if they don’t provide their contact information?

What can real estate professionals do to ensure that their agency stands out from the rest when users do their research online? One of the most important things is to make sure that all landing pages are perfectly designed.

Whether you’re a real estate agent or a business owner, you probably already know how important your landing pages are in a world where the internet reigns supreme.

Have you found the right inspiration?

What kind of real estate landing page have you created for your website?

Were you already aware of the tools to create landing pages that we presented to you in the article?

 

real estate SEO

What are the new real estate SEO trends?

Let’s start from the basics: what is meant by SEO and why is the real estate sector interested so much, not limiting itself only and exclusively to digital marketing? In this guide, you will find all the useful tips to increase the visibility of your real estate agency on the web and you will not miss any of the new real estate SEO trends 2020.

Are you thinking that you have finally found the right guide to dissolve your doubts? You are absolutely right! By taking care of the part relating to real estate SEO, your business could find benefits and greater visibility on the web.

It must be admitted that the trend certainly started even before 2019 and in fact, we have already dealt with the topic ” SEO trends ” several times in the WeAgentz blog, but it is now clear that in 2020, the one relating to the importance of the online presence for every type of company, it will now be a daily reality.

If you are a real estate agent, you will know that to conclude a negotiation, the “old-fashioned” work to which you have been accustomed up to now will certainly not be enough. It is no coincidence that digital marketing and the real estate sector now go hand in hand. They are two worlds that can become complementary and some real estate agents have already understood this for some time.

To succeed in collecting a large and adequate slice of the market, you will necessarily have to confront yourself with the current reality and stay up to date on the latest news on the web. The world of the World Wide Web is today a potentially high-impact tool for increasing the volume of your real estate business and therefore concluding more deals. The secret? It is to know it in all its facets.

Here is the reason why in this guide we will reveal to you what are the best strategies to use to better take care of your real estate SEO and above all what will be the real estate SEO trends in the now very close 2020.

Among the many activities that you will have to carry out to be able to give the right value to the part relating to the online image of your agency, there will be the one related to SEO optimization, obviously applied specifically to the real estate sector. Are you ready? Let’s begin!

The world of the web and with it of course also that of digital marketing, have opened the doors to new and potentially positive scenarios for every business model. Why not learn about them and use them to increase the potential turnover of your business? In this sense, the new real estate SEO trends 2020 could be of significant importance for you.

Not only for this, but also for many other reasons that we will explain later, it will be essential for the success of the visibility of your real estate agency on the web, or for the maintenance of your online positioning, that you have a complete perception of all new real estate SEO trends 2020. Before listing what the new trends and strategies for not falling behind are in practice, however, let’s try to analyze what SEO specifically is and why we consider it fundamental.

Trend SEO: a continuous evolution that needs constant updating

What is SEO? By SEO, in a broad and non-sectorial way, we mean the maximum optimization on search engines such as Google, Bing, etc … of a particular website, or of any content published online. Of course, being an ever-changing world, SEO parameters also change at lightning speed. To be absolutely sure that your website respects SEO trends and is, therefore, well-positioned, you will need to keep in mind the technical precautions that we suggest in this practical guide.

In reality, SEO, an acronym for ” Search Engine Optimization “, contains all those technical measures certainly necessary for the optimization of a website, but with the sole purpose of bringing as much organic traffic to those contents. What does it mean to have a large influx of organic traffic on your real estate agency’s website? It is easy to understand that if the work on SEO has been well done, your website will be rewarded by search engines and therefore will climb its positions in the SERP, thus increasing the chances of having greater visibility and consequently greater conversions and therefore sales. .

Precisely to try not to be left behind by managing non-indexed and hardly visible websites, digital marketing experts constantly study and monitor the performance of search engines and what is rewarded compared to what is penalized.

Real estate SEO: what it is and what it is for

How does the concept of real estate SEO differ? Of course, since this is an aspect strictly related to the content, it is clear that there are practical tips that interest the real estate world to bring your agency’s website to maximum optimization on search engines and obtain organic traffic of users interested in the topic. treaty.

To get more organic traffic and therefore take care of the aspect linked to the online identity of your real estate agency, you will need SEO work aimed at that particular product category, in this case precisely, the sector of real estate sales, or property finding, or at judicial real estate auctions.

It should be noted that working on the SEO of a digital project is a commitment that requires time and a lot of patience. Since these are real results and organic traffic, growth in this sense will necessarily have to take place slowly and gradually. So be wary of anyone who tells you that you can work well on SEO and hope to obtain immediate results: they would in any case be temporary and not long-term goals.

The new real estate SEO trends 2020, in this case, meet the needs of professionals, thus helping experts to pull the strings regarding the aspects on which they must focus and those that can be omitted or modified compared to the past. Are you ready to take note? Here are the new real estate SEO trends to keep in mind to improve your business from now until the next few months.

Here are 3 useful tips to increase organic traffic to your real estate website thanks to SEO

  1. Take advantage of the inbound marketing channel to attract new customers: it will be necessary to research and use keywords related to the topic and have the necessary patience to wait for the related ones identified by you to bring the right results. Let’s explain: the most searched keywords, are also the most competitive ones as well as being the most expensive ones; they will be the same ones that will penalize you because they will make you enter a huge bubble of content that all focus on the same keyword and with good chances, yours will not have great visibility. To do a good job of real estate SEO, you will need to use keywords that have a similar search pattern to the main ones, but that are less used by other users. By following this scheme, you can in fact take care of the content marketing of your real estate blog, trying to position yourself well with those new keywords and, with a good chance, you will attract readers who are really interested in the topic in question.
  2. Value your brand: Learn how to use the strength of your brand to get noticed by search engines. Statistically, Google appreciates and values websites that have a ranking relevance, as they have received approval from the public. To make this parameter captivating, it will be necessary to know how to distinguish yourself by taking courageous actions that could hit the mark. In reality, there is no magic formula to accomplish this technique, but you can try and often succeed, with a good dose of corporate courage. To obtain considerable results, it will therefore be essential to take different steps from those of the competition: stand out and certainly, the web will appreciate it. Some tips in this regard could be to really help the potential user by solving a problem, to create quality content that is different from the usual seen and reviewed or to respond quickly to the requests of potential buyers.
  3. Increase the popularity of your real estate website by implementing a good link-building strategy: focusing on well-built link building is one of the SEO techniques that has always generated great results. To date, however, doing link building as we have been used to, no longer makes much sense. This is because the web has become a box too full of content, thus significantly lowering the level of quality. To try to make your real estate website popular, you could study something creative that allows for the implementation of an innovative link-building strategy.

Real Estate SEO Trend 2020: Here’s everything you need to know

Let’s get to the heart of the topic of this guide dedicated to qualified real estate professionals: in the next paragraphs, we will analyze all the real estate SEO trends that will characterize the new year. In this case, starting to put some of the tips we suggest into practice, trust me, will not be a bad move.

1. The web search changes mode: from written to vocal

A recent statistic has predicted that in 2020, about 30% of web searches will be done by voice and no longer by manually typing words on a keyboard.

The exponential growth of voice search is also significantly changing many parameters related to SEO; the statistic in question, published by E-Consultancy, has identified and analyzed a revolution already underway in the world of the web which will have its maximum peak in 2020.

In this sense, many of the parameters related to SEO as it is understood in the traditional way, are missing. Rest assured though: there are some useful tips to update yourself to this new search method and not lose even a possible buyer.

Being able to be found by search engines and consequently by interested users through the voice search mode completely changes the way of doing SEO and, clearly, only the brands that will succeed in this evolutionary intent will be the ones that will get more results in the future.

Let’s take a practical example: using tools such as Siri or Google Assistant, the user will formulate their search so that the artificial intelligence they are referring to can understand and satisfy it. The way in which a user communicates by asking for information using his own voice is certainly different than when typing the exact same request on the keyboard.

You will understand well, therefore, how quickly everything changes. A tip to be able to optimize the website of your real estate agency so that it can also be visible as a response to voice searches is undoubtedly to decipher the change in the mode of communication.

Real estate SEO trend and voice search: here are what measures to implement

How will it be possible to bring the revolution in the field of voice search on the web to the advantage of your website? Here are some practical tips to be able to appear among the results that can actually be consulted with voice search.

  • Idealize a typical dialogue: then try to focus on the possible questions a user could ask his artificial intelligence: how would your website be responsive? The new trend to follow in this case is precisely the logic of dialogue; a question is followed by an answer as if you were chatting with friends.
  • Speed: Google rewards speed, websites fished as results of voice searches by users, are precisely those optimized sites that load the information quickly. In this sense, you will therefore have to make sure that the website of your real estate agency meets specific criteria such as compressed files, optimized images, very short response times from the server, and maximum functionality from mobile.
  • Taking care of snippets: getting into snippets is a foresight that could actually bring great results. The snippet box is in fact composed of a summary of the voice search response extracted from the web page in question: in the snippet box there are also the link that refers to the page, the title and the URL.
    Google will only show snippets that will answer the user’s search in an exhaustive manner: a snippet taken into maximum consideration by search engines, is certainly composed of a text created with a number of words ranging from 40 to 60.

2. Interaction between brands and users through video content

Before social networks took over, thinking of being able to optimize the work of online content through videos was a very distant thought.

To date, however, the live video tool is fully part of the list of recommendations to be implemented to optimize your website by passing through social networks. We are therefore talking in all respects of social media marketing strategies.

Video marketing is becoming increasingly popular and is lots of companies choose to succeed in creating the right interactions with prospective buyers, showing every day of much appreciation for this tool.

Especially with regard to the real estate world, thinking about using live videos to generate more traffic or simply attracting more users to our service or product is undoubtedly a recommended choice.

The real estate sector fits perfectly in this way: you can therefore stand out, offer an innovative service and focus on interaction to create movement online.

Cisco claims that, in 2021, video content will account for about 80% of online traffic. Could it be the case to be a precursor, before it is too late?

Video content and real estate SEO: how they interact with each other

It would seem almost obvious to underline it, but perhaps it is not: in terms of SEO and therefore to be able to be clearly visible on search engines, incorporating (quality) video content to your website could prove to be extremely interesting, let’s find out why.

  1. YouTube Channel: It was recently shown that the YouTube video platform is now twice as popular as the Bing search engine. For this reason, being featured on YouTube could bring significant benefits to your real estate agency. In constant growth, users spend about 60% more time than last year consulting video material on the web. In addition to thus obtaining good visibility for users, you can be noticed by Google that rewards content that contains video material, thus increasing your notoriety on the web.
  2. Associate video content with the texts of your blog: it has recently been shown that web users, increasingly lazy and tired of reading, prefer to associate quality reading with video content that is engaging and informative at the same time. In this way, they will get less tired and have a longer stay on your website

3. How to fully understand the intentions of potential buyers

A fundamental element that you cannot afford to underestimate is that of being able to fully understand what the intentions of your potential audience are. Only in this way will you be able to optimize your content, hope to satisfy a large number of requests and get more customers interested in your content.

On the web, users active in searches can be divided into four different types, which change according to their intent:

  • Information intent: of course it will be users who are looking for precise information (what is needed for… ect…);
  • Browsing intent: they are users who specifically search for online content;
  • Transactional intent: in marketing, they would be defined as hot users, that is, those who are already close to buying;
  • Commercial intent: users who use the web to do market research or statistics;

To date, the search engine algorithm is able to identify these intentions and then offer users similar products or services based on their interests.

User intent and SEO: here’s how to do a state-of-the-art optimization

What can your website do instead to be able to produce the best results online that satisfy as many intentions as possible? In this case, it will be necessary to take some precautions to cure the SEO and thus not miss a potentially interested buyer.

There are factors to analyze to understand if your website is fully satisfying the intent of potential buyers, or if they will go back to the SERP and choose another result.

How much time does a user spend on your web page? If there is a high bounce rate or a minimum average stay time, it means that the user is not finding the answers to their search and therefore your website is not yet able to satisfy as many intentions as possible.

How to improve this and prevent the user from migrating to the competition? You will undoubtedly need to improve the usability of your website. To find out how to best optimize this, you could click on Usability.gov and get a clear idea of ​​improved usability.

If, on the other hand, your website appears in the SERP without obtaining a satisfactory number of clicks, it will mean that you should intervene in an SEO perspective to make the headings and the meta description more attractive; in this way, you will increase the possibility of hitting the intent of that potential customer who, reading an enticing title, could decide to click on your website.

4. SEO optimization and ease of mobile navigation

One of the elements most appreciated by search engines to give visibility to online content is undoubtedly that relating to the ease or otherwise of browsing from mobile by users.

This figure was examined in response to the needs of a greater number of customers, which shows that they have abandoned desktop browsing to devote themselves completely to mobile browsing.

In fact, Google, before deciding how to place your content on its SERP, analyzes how the website responds to navigation from mobile. What happens if the site is not optimized to the maximum for visibility and navigation from mobile devices?

It happens that the search engines will make the website downgrade on the SERP, making it lose visibility and therefore the possibility of increasing its organic traffic. Basically, if you don’t have a “mobile-friendly” website, you will struggle to get the desired results. We talked about it in a more than exhaustive way in dedicated content on the WeAgentz blog, in which the absence of this feature is a clear symptom that yours is a bad real estate website.

However, even in this case, there is a way to optimize the content by following practical advice that Google will undoubtedly appreciate.

Optimizing a website for mobile SEO from an SEO perspective requires specific measures:

  • The website in question must keep its usability unchanged in both versions. In fact, it has been statistically demonstrated that if a mobile website is not easily accessible, the user will immediately choose another web resource from which to obtain information.
  • The content published on your real estate agency’s website must be the same.
  • In a final analysis, the title and descriptions of the individual sections must also be the same.

In addition to the penalization by search engines, having a website that is difficult to navigate from mobile, penalizes your own agency because the potential client, perhaps even annoyed by the difficulties encountered, will abandon your page and migrate elsewhere.

One last useful piece of advice that we can give you to give you a detailed analysis on the status of your real estate website, is to consult a practical tool offered by Google which in a few simple steps analyzes the optimization of your website.

Everything you need to know (and more) about the real estate SEO trends of 2020

In this guide we wanted to put pen to paper which was the elements to focus on to organize and manage a job well done, taking care of the part relating to the SEO optimization of your online face.

If until before reading our advice you thought it was child’s play, we are happy to have made you change your mind. The world of the web can prove to be a wonderful plus for a company, but it undoubtedly needs targeted and specific skills to obtain potentially achievable results.

What to do then in these cases? Surely, if you are a real estate agent aiming at change and innovation, you can only agree with us: the web has made every type of business potentially much more productive and satisfying.

As with all sectors, however, to achieve excellent results, it is necessary to turn to experts and professionals who know in detail what is the best strategy to implement.

Therefore, by joining the forces of those who are part of a company in the real estate sector internally and know every facet of it, those who are called upon to speed up a certain process, one can think of being on the right path, that is, that of entrepreneurial success linked to the world of the web.

The world of the Internet rewards those who adapt to change: those who choose instead to remain anchored to old work habits will risk not having the right satisfactions that the web if used well, could give.

If you have a real estate agency and you have already noticed the revolution taking place, then we can only wish you to accomplish exceptional feats. If, on the other hand, you are a real estate professional who is not perceiving the change, then we recommend that you continue reading and follow our practical guides so as not to miss any of the technical tips to be able to incorporate the world of digital marketing into the field. real estate of which you will certainly be an expert. You will not regret it.

 Facebook Ads

 Facebook Ads Immobiliare: how to take the first steps

More and more companies in the real estate sector are choosing Facebook as the main online promotion channel, giving up the classic Google AdWords and other forms of paid advertising. The main advantages of opting for a real estate Facebook Ads strategy are above all its low cost and ease of use, which is within everyone’s reach. To structure marketing campaigns that are truly effective and successful, however, it is necessary to understand how you can create a real estate Facebook Ads ad in order to attract as many users as possible.

You need to know that Facebook can become a powerful lead generation tool for real estate agents. According to Zephoria Digital Marketing, there are over 1.79 billion monthly active users worldwide and five new profiles are created every second. And that’s not all: users spend an average of 700 minutes per month on the platform!

The platform’s success convinced companies to spend 122 percent more per ad unit on Facebook than the previous year. So now is the time for you to invest in Facebook ads too.

Easier said than done?

Approaching Facebook real estate listings may initially worry you, but this article will show you how to easily create various types of ads based on your business goals. Sure, it’s nice to think that finding qualified leads can always be zero cost, but sadly that’s not the case.

The secret is to stand out! But you can’t do this if people can’t find you, so you need to create effective ads with certain characteristics. Don’t worry, you’ll have to spend a lot less than you think to increase your lead conversion.

The data tells us that Facebook advertising can do great things in terms of traffic and revenue, but what’s the strategy behind it? How can you maximize your budget to make sure you don’t waste time and money on campaigns that don’t pay off?

Pre-advertising strategy: what you need to know before creating real estate Facebook Ads ads

As this Facebook for Business chart shows, the advertising campaigns set up through the platform follow a common structure. If your initial goal changes, your ad setup may differ slightly, but each ad will follow a similar path:

  • campaign: choose the main objective of your ad, the URL or address associated with it;
  • ad group: define the audience you want to target, the budget and the time period you want to run your ad;
  • insertion: insertion in the announcement of the title, content and images.

6. Choose the goal

All Facebook Ads real estate ads start with a goal, and Facebook offers several options.
There are currently 3 categories of objectives: Notoriety, Consideration and Conversion. Once you’ve selected your campaign goal, give it a name.

In particular, we have identified some of the objectives that are among the most important for real estate professionals:

  • Promote your page: this goal is designed to make your Facebook real estate page as visible as possible to users through a simple “Like” button.
  • Increase conversions on your website – Use this goal if you’re looking to generate leads.
  • Boost your posts: Use this option to amplify the message of a post you’ve already posted to the timeline and drive engagement.
  • Increase participation in an event: if you have organized an open visit to a property ( Open House ) or a special event, use this option to make it known to a wider audience.
  • Direct users to your website: An important process of generating qualified leads is directing users directly to your real estate website so that they can learn more about your brand, your ads and your content. Advertising on Facebook allows you to create optimized ads that send traffic directly to your website.

7. Build your audience

Often, targeting look-a-like audiences for your real estate Facebook Ads can save you a lot of time. You can also create custom audiences, sought-after audiences that you can save and reuse at any time.

8. Create your ad group

This is a great way to define the audience to show your ads to. For example, if your customers live in Florence and are between 30 and 50 years old, they are of both sexes and speak Italian, these are the settings you will need to set:

real estate facebook

The first thing you need to do before taking the attack is to familiarize yourself with the Facebook lexicon, so here are some of the most important terms when it comes to your real estate Facebook Ads:

Actions

The number of actions taken on your ad, page, app, or event after the user viewed it. Actions can include page likes, app installs, conversions, event responses.

Advertising account

The set of all activities related to specific ads. Your advertising account includes several campaigns, ads, and billing information.

Ads management

The Facebook Business section is where you can create and manage your real estate ads set the budget, monitor the various advertising activities and much more.

Public

Your audience is the group of people you’re targeting your ad for.

Countryside

The name of the ad campaign you are viewing in the reports. Your campaign contains within it a series of ads.

Click

The total number of clicks on your ad. These can represent offsite clicks on your website, page likes, post comments, event replies, or app installs.

CPC

The “Cost per Click” is the average cost per click attributed to your ads.

Conversion Tracking Pixels

The conversion pixel is a custom-made JavaScript code that inserts a 1 × 1 pixel blank image on your website. When someone visits a page where you have installed a conversion pixel, the pixel will record the visit and related information. Conversion pixels are used to see if a user is converted on a specific web page.

Daily budget

The amount you are willing to spend on various ads on a daily basis. Each ad group will have a separate budget.

Total budget

By setting a total budget, you can choose an amount to spend over the life of your ads.

Impressions

The total number of times your ad has been viewed. It also includes multiple views of the same user.

Similar audience

This is a type of audience created by Facebook to help advertisers reach people, it responds precisely to the needs of your target. You can create an audience similar to your page fans or website visitors.

Coverage

The number of people who have seen your ads at least once. Reach differs from impressions, which can include multiple
views from a single user.

Target

The goal you have selected for your campaign reflects what you want to achieve with your ads.

Report

Reports document your most important advertising metrics and show you if you’re hitting your goals.

How to Create Real Estate Facebook Ads: The Beginner’s Guide

Now that you have a basic understanding of industry terminology, it’s time to take action. Then follow these simple steps one by one in the creation of your real estate Facebook Ads campaigns!

1. Set up a business page on Facebook

This thing is fundamental: a Business Page makes your brand professional. Also, without a Facebook business page, your ads will be limited to just the right column which won’t show on mobile devices.

2. Analyze the customers

Both online and offline. This will allow you to determine who your target customers are and what types of content they will need.

3. Select a property that is competitive and present it in an extraordinary way

Choose a property that is interesting from the point of view of market demands and that has good quality photos or videos. Unfortunately, a competitive and beautiful property but poorly presented will not attract much attention from users. For this, remember to strategically take care of the ad copy as well.

4. Log into your account

If you have already created it, log into your advertising account ( https://www.facebook.com/ads/manager/ ), otherwise, you will have to set one up following the instructions of Facebook.

5. Create your campaign

To create a campaign you have to click on the button at the top left of the Facebook page “Create Campaign”

6. Choose the goal

All Facebook Ads real estate ads start with a goal, and Facebook offers several options.
There are currently 3 categories of objectives: Notoriety, Consideration, and Conversion. Once you’ve selected your campaign goal, give it a name.

In particular, we have identified some of the objectives that are among the most important for real estate professionals:

  • Promote your page: this goal is designed to make your Facebook real estate page as visible as possible to users through a simple “Like” button.
  • Increase conversions on your website – Use this goal if you’re looking to generate leads.
  • Boost your posts: Use this option to amplify the message of a post you’ve already posted to the timeline and drive engagement.
  • Increase participation in an event: if you have organized an open visit to a property ( Open House ) or a special event, use this option to make it known to a wider audience.
  • Direct users to your website: An important process of generating qualified leads is directing users directly to your real estate website so that they can learn more about your brand, your ads, and your content. Advertising on Facebook allows you to create optimized ads that send traffic directly to your website.

7. Build your audience

Often, targeting look-a-like audiences for your real estate Facebook Ads can save you a lot of time. You can also create custom audiences, sought-after audiences that you can save and reuse at any time.

8. Create your ad group

This is a great way to define the audience to show your ads.

9. Choose your ad placements

You have several choices regarding where to place your real estate Facebook Ads ad. In fact, you can opt for: desktop advertising; mobile feed advertising; advertising for partner mobile apps, and so on, with the ability to create ad hoc combinations or select all of them.

This will allow you to have more control over the placements that perform best, cutting the costs of those that perform less. Avoid using automatic placements, otherwise, Facebook will arbitrarily decide for you where to show ads and where not.

10. Set an investment budget

Decide how much you are willing to invest – per day or overall – for your ad group.

It’s important to remember that you need to give your ads time so you can achieve your goals. You can decide to go for a total budget of your ad, assuming you will be using it for a month. And if you don’t see the desired results, you can always change your strategy.

The “ Show advanced options ” option will give you even more shopping choices. You can also decide to post your ad at specific times and days of the week. This might be a good option for testing ad performance at different times of the day, and it can also give you a good idea of ​​when to post content.

11. Select the post to sponsor

This strategy assumes that you have already made a post on your Facebook page. In this case, just select the page you want to promote and the post of the page you want to sponsor. Within minutes, your post should be approved.

12. Define the type of announcement

Ok, the hard part is over, it’s time to have some fun! At this point, you need to decide how your listing will look. You can choose between several options:

  • carousel: create an ad with 2 or more scrolling images or videos;
  • single image: create up to 6 ads with a single image at no additional cost;
  • video: upload an ad with a video;
  • slideshow: a looped video ad with up to 10 images;
  • canvas: tell an engaging story by combining images and videos.

Finally, you can export a report for any campaign and this will give you metrics to refer to make future ads more effective.

EssenYou will see that making your first ad will be quite simple thanks to this wizard, but this is not enough, you must also make it attractive to your potential and current customers.

Here are seven super-effective tips to make sure you captivate audiences online.

1. Use videos

Video is certainly an under-adopted technique in the real estate market, but it provides context to your listings and inspires confidence. A live broadcast in which you present a newly acquired property is a great way to combine your need to promote the product and Facebook’s need to generate interaction with users.

Never forget that the visibility of your posts is proportional to the interaction rate. The more people watch, comment and share, the more your posts will have visibility in turn.

2. Go for Carousel ads to show more properties

If you’re not familiar with Facebook’s carousel ad format, it’s time to get moving! This ad format is perfect for any industry that focuses on visuals, making real estate an ideal candidate. The carousel format allows you to view a series of images in catalog format so that users can scroll and view multiple images to the side. The winning choice to promote your real estate ads!

3. Be as specific as possible

When you create your Facebook Ads real estate ad, it shows realistic images and explains to the consumer exactly what you are offering him, including information such as price, square footage, location, number of bedrooms, etc … Maximum clarity will allow both the consumer to perceive greater seriousness in the proposal, it is up to you to receive more precise metrics regarding the real interest in the advertisement of the property by users.

4. Use testimonials and reviews to instill confidence in your services

Immediately after completing a transaction with satisfaction for your customer, ask for a review. Do not let time pass, the more time passes the more the chances of the customer giving you a review will decrease. Then insert it in the ad you are promoting as a valuable testimony of a satisfied customer.

5. Use literally amazing images

You have to make sure your images are absolutely gorgeous! Choose high-resolution images and appeal to the lifestyle of the affected area or city to attract potential buyers. The image is the focal point because it is the first thing you notice. It is important that it is well defined and clear, it must not be chaotic but distinguishable even from a distance, it must attract attention even when scrolling the page quickly.

Remember that Facebook’s algorithm disadvantages images with more than 20% text. This tool allows you to verify that you are not overstepping this limit, avoiding nasty surprises in the very last stages before publication. So, prevent yourself by avoiding wasting time.

6. Make your brand recognizable

Your brand must be immediately visually recognizable. The user must be given the opportunity to immediately understand who the advertiser is already by looking at the photo, and even before reading the text. U then tilizza logos to emerge from the background, and do not enter the misleading images without any reference.

7. Create an explosive title

Last but not least: the title of the ads must be creative. The title can contain up to 25 characters, while for the text the limit is 90. With so few lines available you have to try to summarize as much as possible the message and what will happen when the user clicks on the link. For this purpose, it is very useful to insert a call to action that invites the user to perform some action, for example, “request a free quote”, “contact us without obligation” …

Conclusions

In the past, in the offline era, the only bulletin board on which real estate agents posted advertisements was that of supermarkets and the only way to meet new customers was to go door to door to distribute their flyers. Nowadays,  this strategy is obviously not enough anymore.

The authorized estate agents are deeply aware that, to be successful, their set of skills can not be limited to the sale of a property. Indeed, the ability to generate leads through engaging web marketing campaigns is vital for achieving success in the real estate sector.

Most real estate agents are not yet using effective strategies for Facebook advertising campaigns, so you need to take advantage of this situation to draw attention to your business and convert leads that your colleagues fail to interest.

That’s why we decided to show you how to create a perfect real estate Facebook Ads ad to help you stand out from your competitors.

At this point, you just have to put into practice what you have learned in this guide and let us know what results in you are getting in terms of traffic and lead conversion with real estate ads on Facebook. Let us know in the comments below!

Real estate website

Real estate engagement for your website: the complete guide

When it comes to real estate engagement, one thing must be said: real estate marketing has profoundly changed in recent years,  becoming more and more interested in the online world and social networks. Whether it’s buying or renting a home, today it all starts with the magical world of the World Wide Web.

2018 is the era of Big Data and this means that everything becomes traceable. The Internet thus proves to be a very powerful marketing tool and a fundamental channel for communication between agents and customers.

A real estate agency should have a solid online presence for many reasons: for example, making itself known to new potential customers looking for a home, attracting sellers who want to sell their property, maintaining relationships with old and potential customers. , guide customers in the purchase phase and advise them in the best possible way.

Furthermore, measuring your visitors’ online activity allows you to understand how your website is used and how users respond to your content.

Google Analytics can track almost everything about your website: who comes to the page, how long they stay, which pages they prefer, and so much more. But the tools it puts at your disposal can give you a series of metrics that won’t be of much help if you don’t know how to grasp their meaning and usefulness.

In fact, many agents do not consider real estate engagement metrics at all. Don’t think you’re too busy or don’t know where to start. Tracking metrics is not something abstruse and complicated and will prove to be a tactic that pays off in the medium to long term.

And since everything is quantifiable, what should we observe? User engagement metrics have become a fundamental part of understanding if your website or social pages are having success, but which ones are really important?

In this article, we’ll cover some of Google Analytics’ real estate engagement metrics to measure the impact of your website and its content on visitors.

Real estate engagement indicators

What is user engagement?

The definition may vary depending on whether it is a product or website. In the broadest terms possible, it all revolves around the users interacting with your site. Real estate user engagement can be measured through many factors: how often visitors open your website, how long they stay, what they do when they use it, and whether they recommend it to their friends and family.

The user engagement metrics of your real estate website are divided according to macro areas of the Google Analytics dashboard, including:

  • Audience
    This area outlines who visits your website and their demographics, along with the number of views your content has received.
  • Acquisition
    The Acquisitions section shows how users come to your website, through advertisements, organic or direct searches, or referral links from other websites.
  • Behavior
    The Behavior area indicates trends in what users are doing as they visit your website. <<<
  • Conversions
    The Conversions sections track whether users complete the goals you have set for your site.

Each of these areas contains many indicators of real estate engagement but, in this article, we will see only the most important ones.

Social sharing

Put simply, social sharing analyzes how visitors promote your content on social media: Twitter, Facebook, LinkedIn, etc. The more they share them, the greater the resonance of your posts or content.

Low levels of social sharing can mean different things depending on the other data you are collecting. If your traffic, time on page, and bounce rate are all unsatisfactory, a low level of sharing tells you what you already know: you need to make your content more interesting, informative, and useful.

If, on the other hand, these metrics are relatively good, there may be another problem: people aren’t sharing your posts because they don’t think most of their network will like it. The solution? Broaden your horizons. Just because you’re in the business of condo rentals doesn’t mean all of your posts need to be explicitly addressed to renters and condominium owners. Use industry-specific terms and keywords where necessary, but don’t overdo it.

Another possible problem? You are not making your website easy enough to navigate. Make sure you include social sharing buttons in every post or, if you have already done so, consider moving them to a better section of the page.

Comments to posts

Indicates the relationship between the number of blog posts you publish and the number of visitor responses in the comments sections, essential variables for real estate engagement. If you haven’t enabled comments on your posts yet, you’re missing out on an important opportunity to get direct feedback on your content. Having a review of what you write helps you create better posts and build a stronger community of readers.

Do you have a lot of comments related to the posts? Great! This shows that your ideas are making a good impact and that people want to provide feedback. Do you have very few comments? You may need to encourage your readers by placing a strong call to action at the end of your posts, asking for comments or answers to specific questions.

When analyzing the post/comment relationship, it is crucial to look at the content of the comments themselves. If most of your comments are spam or empty praise (“Great post!”), They don’t add much value in terms of engagement. Negative comments or criticisms, while grabbing visitors’ attention, could end up having negative repercussions in the long run, depending on how you are responding. The best comments add value by offering new insights into the topic or offer the opportunity to add value if you reply intelligently.

Visits for shares

This generic term refers to the frequency with which your visitors perform a certain action on your website. An “action” can consist of: registering for an account, logging in, completing/updating a user profile, downloading a guide, subscribing to a mailing list, etc. The question you have to ask yourself is always the same: how often and to what extent does my content push, people, to do what I want?

If your visitors aren’t logging in or signing up as you hope, you should ask yourself three questions:

1. Am I making it clear what actions I want them to perform?

Your readers won’t know they need to download your ten-page homebuyer guide unless you put it on your home page, blog posts, and social media.

2. Am I making it easier for them to actually perform the action?

If users can’t subscribe to your blog’s RSS feed with one click or create an account in less than thirty seconds, they probably won’t.

3. Are these actions valuable to users in the first place?

Creating a login system for your visitors will allow you to track their habits, but if it doesn’t give them new tools, what good is all of this?

Number of active sessions and new sessions

Google defines a session as “the period in which a user is actively engaged on your website, app, etc.” A session begins the moment a user arrives at your website and includes all the actions they take during the session. The duration of each corresponds to the actual browsing time plus 30 minutes of user inactivity. Therefore, if a visitor opens your website, stays inactive for 30 minutes and then ends up returning later, for Google you will have two distinct sessions.

When referring to new sessions, however, we refer to the visits made by users for the first time. If this percentage is high, it means that a lot of new traffic is coming to your website. If this percentage is low, most of your users are returning visitors who have visited your website previously. While the new traffic indicates that your web marketing activities are bringing in new users, you also need to maintain a high number of returning visitors as these represent more engaged visitors and are easier to convert into customers.

To improve these metrics you should create engaging content and deliver a great user experience, the content should be engaging. Furthermore, the website should be easy to navigate and have a modern design. You’ll also need to post new content consistently if you want someone to visit your website, be it a new or returning user. So, share them via social media and email regularly, always including social sharing buttons.

Users

That is the actual visitors to your website.

Converting 10 users to 10 leads is very difficult, so the more users you have on your website, the better your chances of converting. Conversely, if you have a lot of traffic but few conversions, you are not pouring the right strategies to convert them to your website.

Generating and increasing user traffic to your real estate website requires a combination of powerful content, search engine optimization and real estate web advertising.

Pages

Measure the total number of times your website pages are viewed. Even if a page is viewed more than once in a session, all views of the page in the same session are counted equally.

Instead, if we refer to Unique Pageviews, unlike the previous case, we only consider one pageview per user session, even if users return to the page repeatedly.

Refer to the pages where you want to get more engagement. Optimize them based on a keyword that makes you a better position, in-depth content and eye-catching graphics and considers resetting the page to different keywords if you see that the page is not attracting the right traffic.

Average page depth (pages / session)

This report shows the average number of pages viewed during a session. A great way to gauge whether your audience only stops on one page or multiple pages of your website.

While an increase in the time users spends on the website improves conversion opportunities, it is difficult to determine a “good” page/session range. If users spend an average of 10 minutes on your website and look at five pages, this could show a real interest in your content. If, however, they have looked at 10 pages and come out (in jargon, “bounce”) after a minute, it is likely that users have not found what they were looking for. Focus on session length, specific pages visited, and bounce rates to get an idea of ​​what your users like or don’t like.

If you want users to visit more pages of your real estate website, include engagement prompts, such as calls to action (CTAs), which will attract users to increase their chances of clicking on other valuable content or landing pages.

Average session duration

Calculate the average length of sessions in the different data ranges.

Increasing time on the site signals users that your content is interesting and increases conversion opportunities. In general, a low session length indicates that a significant portion of users are leaving your website quickly. But remember that this is just a calculated average of those who stay the longest, those who leave immediately after arriving, and the sessions that cannot be measured by Google.

To improve real estate engagement on your website, it is necessary to facilitate the navigation of the pages with more usable menus. Also include specific elements for mobile browsing, offer engaging content targeted to your target users and include property listings on the website to entice users to click on it.

Number of pages per session

Do your users simply open the website and close it immediately? Are several pages scrolling? That’s all this metric takes into account.

Knowing what users are doing on your website, the pages they are opening and how they are using them can be vital in detecting user experience or graphical interface problems.

Pages with longer and shorter visit duration

This metric is an extension of the number of “pages per session”. Analyze each page in more detail, providing valuable information to increase the efficiency of your website.

If some features of your real estate brand’s website aren’t doing well, you can focus on this data to understand what your users find most useful.

Pages with most user interactions

It shows which pages people click on the most.

If you are unsure of what works or does not work on a particular page, use the Google Analytics in-page analysis feature, which allows you to explore your website within the platform to see which areas receive the most. of clicks.

Doing this is helpful in understanding how users navigate through your website and can be crucial in identifying problem areas. Also, if you want a clearer overview of the pages, use the heat map and user experience tools to measure on-page activity.

Average time on page

Shows the average time users spend on a specific page or screen.

To improve this, you should provide better content. An enticing headline can generate a click, but if the content is difficult to view, is not relevant to the user’s needs, or is just plain boring, it can reduce the average time on that page. Your content should answer the question or problem it promises to solve, be clear and attractive to your target audience, and should be comprehensive enough to compete with other articles on the same topic.

Bounce rate

Bounce Rate measures visit to each page and when users enter and leave your website.

Bounce rates between 26 and 40 percent are excellent, 56 to 70 percent are above average, 70 percent corresponds to a medium-high bounce rate. Bounce rate may vary by page type (for example, news articles may have a higher bounce rate than ads).

Exit rate

Exit rate measures how often users leave your website from a given page.

Since each session ends in an exit, it is inevitable that a percentage of exit is associated with each page. What should you worry about? If you have important content or a landing page where you want to collect information about users, but you have a high exit rate on these pages, then you will need to modify them to increase their navigability.

To clarify, the exit rate indicates the percentage of page views in which the page considered was the last in the session, while the bounce rate indicates the percentage of visits in which the page in question was the only one. of the session.

Conclusions

Knowing the real estate engagement indicators in depth will allow you to better juggle in applying the best user engagement strategies within your real estate agency’s website.

The more you refine your techniques thanks to the tools provided by applications such as Google Analytics, the more your website audience will be motivated to stay on your site, to visit the properties offered in your real estate portfolio, to finally click on one of the calls-to-action that will lead you to the acquisition of new customers.

You just have to apply what you learned today from this guide, the results aimed at your goal of maximizing real estate engagement will be tangible right away!