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.

 Local content marketing strategies for the real estate agent

Have you noticed that nowadays people are turning more and more to Google and other search engines to find what they need, both globally and locally? In the age of hyper-connectivity, we have come to modify our perception and the ways in which we search for things.

You don’t want to be caught unprepared for this change? Content marketing has thus become one of the most powerful tools available to businesses and today it is no longer the prerogative of only big brands, but also of small real estate agencies like yours.

This particular branch, specific for the creation of real estate content at a local level, has become accessible to real estate agents who want to stand out within their territory: in this way, content marketing gives the possibility to small real estate agencies operating locally to compete with their biggest rivals, at least on the web.

Think locally, act locally

Any person who wants to buy a property or intends to take advantage of any service offered by a real estate agency in his city, where does he start with his search?

  • Start by asking a friend or family member via word of mouth, dark web, social network
  • Start a search query on Google or other search engines

Google also found that 76% of local smartphone searches end with a visit to a physical store. This very high percentage can consequently also be applied by real estate agents in a city, who will see about 3 people out of a total of 4 who have carried out this type of search present themselves at the doors of their real estate agencies.

The buyer person interested in the purchase of any property, therefore also the house, begins to type keywords that are relevant to his search, thus geolocating and narrowing the field through the use of specific place names for reach your need more easily.

It is easy to understand how this process, in a sector where searches are well localized in cities or neighborhoods such as real estate, is even more pronounced than in other sectors.

What is real estate local content marketing?

In digital marketing, that is, what you put in place on the web, the branch of content marketing is, therefore, the one that will give you more guarantees at a lower cost, since producing quality content is the key to determining the success of the strategy. SEO planned by your real estate agency.

If previously, content marketing campaigns were used exclusively by communication agencies and by large real estate brands and franchises, currently this type of activity is also accessible to small and medium-sized agencies. In fact, we are witnessing a democratization of real estate content marketing, which in recent years has developed in a disruptive way thanks to real estate agents who have been able to seize the opportunity to produce content on a large scale and locally, helping to make themselves real. and its own institutions and reference points in the sector within its own territory. In this regard, to reinforce the concept, we provide you with the case history of the “Mister Rentals” of Desio and Limbiate.

The secret to succeeding in this aim at best is that armed with determination, will, patience and perseverance, to geo-locate one’s communication strategies, trying to stimulate in the “moment of need” the very people who are starting a Research.

It comes naturally to us to make an observation, namely that in addition to brand awareness and community-building campaigns on social networks, the key to embarking on a local content marketing strategy for the real estate agent is the optimization of the website and its contents. from a local SEO perspective.

What is local SEO in real estate?

The local real estate SEO is a Search Engine Optimization strategy whose main objective is to improve the ranking of websites or other web channels and social real estate agencies in the search engine results for a given geographical area. Geo-localizing an SEO strategy (and therefore of real estate content marketing) may seem a complex activity with medium-long term results, however, it is fundamental in the climb of your website in the Google & company serp.

Local content marketing: what are the objectives?

We have identified specific reasons why marketers and small and medium-sized real estate agencies should be interested in developing local content marketing within their daily activities. In fact, thanks to the activity of local content marketing real estate, you can be able to achieve four fundamental objectives:

  • Attract qualified traffic to your website

We are talking about any type of content that has local information within it, which could be interesting for people who are looking for properties in that specific geographical area. The more traffic (in target) will pass on the website, the greater the chances that a percentage of it can turn into a good business. For the real estate agent most attached to tradition and physical showcases: imagine that the users who are consulting the property listings on your website are nothing more than customers who come across the bulletin board, wandering around the historic center of your city. of your real estate agency, stopping to read the ads for sale or lease.

  • Generate links pointing to your website

Involve your colleagues, not to mention the real estate bloggers and influencers active mainly in your area, by providing them with material to talk about in their content. This kind of “Digital PR” activity aims to be cited as an authoritative source in other blogs, thanks to the content you previously wrote on your blog. In the real estate sector, the best content to use for this purpose includes surveys among sellers of houses or other types of properties, statistics on sales or rentals that took place in the last period in your area, case histories of some satisfied customers who tell their testimony. (positive) with your real estate agency leaving a sort of review, interesting and beautifully designed lists and infographics.

  • Stimulate social sharing by users

To increase the presence of your real estate agency on social networks, the “social share” by users is very important. To make possible the mechanism that triggers sharing by other real estate agents and not only, both on personal message boards and on the company Facebook pages of the various agencies, and within the groups concerning the real estate sector, you must be able to produce interesting, engaging, original, unique content, designed and built in a shareable way. You may be wondering: what does all this mean in practice? The contents created for the social networks that prove to be more performing in this sense are usually short and contain lists, for example, “the 5 best ways to …”, “how to solve …”, “you know why …”, but with the disruptive spread of visual content you can use videos and interviews of limited duration, extremely effective to reach users through a strategy of local content marketing real estate.

  • Improve your brand awareness

But it is important to remember that a strategy that works in a workmanlike manner must take into account that whatever content you choose to publish, it must always be coordinated and consistent with the mission and vision of your real estate brand, to ensure that you keep the quality high. The attention of people precisely on the corporate brand. Brand awareness must always go hand in hand with corporate communication, to ensure that the awareness and knowledge of the real estate brand in customers or potential customers is always kept at the highest levels: awareness in fact measures the way in which customers are able to recognize you and does not only concern quantitative diffusion, but also the ability to transfer values ​​to people (are you also of the opinion that values ​​are felt more locally?).

A well-structured campaign should cover all four of these aspects, guaranteeing tangible results on them. It is also possible to add to them more performing and sought-after objectives, strictly linked to the specific reality of your agency. If you and your real estate team mainly carry out the phases of first contact with the customer online, for example, you may prefer the objective of receiving visits to web pages or landing pages of your website, but if you like to go “on the breach” and you prefer the contact in person, it should be preferable to direct the content campaign immediately towards the personal appointment at the agency.

By identifying a single main objective among those proposed, you will then be able to understand precisely which activities will be necessary for its pursuit and which, on the other hand, are the actions to be taken to keep an eye on and within reach of the other “secondary” objectives.

Have you identified your main goal, the one you would like to achieve first through your first real estate local content marketing campaign? Well, based on the goal you have set for yourself, you can focus on creating the different types of content related to the four objectives mentioned.

“Fantastic content and where to publish it”

Finding the right inspiration to write content is never a simple thing. Often a quality content is the result entirely of our ideas and written more or less in one go without the aid of traces, while other times it is the other real estate agents or influencers in the sector who have already done the work for us, creating articles or blogs. interesting posts, and we just have to readjust the texts to our point of view to have completely “new” content (it is important that search engines consider it as such), engaging, and ready for publication.

Today we have the ability to quickly and easily access hundreds, thousands of web pages, articles, publications, data and statistics, being able to evaluate in real-time what worked and what didn’t on the web. We are not advising you to copy, a very wrong practice (but alas still used) for SEO purposes and which can have annoying repercussions also at the copyright level, but simply to take a cue from “who made it”, readjust, rework and contextualize textual and graphic material already present on the web. All you have to do is search.

How to aggregate the best performing posts for your real estate local content marketing strategy? Based on our experience, we have selected a very interesting tool that allows you to find the best ideas for creating your content. It is called “Content Explorer” and using it you can let your imagination take off in the drafting of content by crossing metrics such as:

  • Social share: this feature shows you the data collected regarding shares on social networks and social media such as Twitter, Facebook, LinkedIn, Pinterest, and the deceased Google+
  • Organic traffic: shows you the number of visits generated by an article in a month
  • Referring domains: you will be able to view how many and which websites or web pages are linked to the referenced article

Thanks to the use of a tool such as Content Explorer you can create a completely new article in a much faster and more efficient way, starting from what are already the best performing sector contents. Just find a successful article online that covers the topics you would like to cover and turn it into an article that is highly appreciated by your audience.

Once you have found the initial content to start with, you will have to decide in which channels to publish it: whether on your website or on a local blog, on the best newspaper in your city, on the reference website of the real estate sector. Each decision involves points for and against, which you will need to analyze carefully.

Publish your content on your website and external web pages

If the content you have published on your website is truly engaging and well-indexed from an SEO point of view, this will allow you to attract new visitors, consequently generating more traffic within your articles. In the meantime, build a network of assiduous readers on your website and followers on your social channels, this will allow you to give greater visibility to your content, which in turn will increase the audience on your web pages and fans on the social pages, and etc. Here is where the virtuous circle has begun!

In the event that the goal of your real estate business is to reach a target or user segments that are not otherwise accessible, you can also consider publishing your content externally. Find local blogs and websites willing to publish your story – for free, or in exchange for any grant, or by investing a small budget – by making sure to add a link to the contact page or “About Us” page on your website. In this way, the search engines will recognize your website as authoritative and as a reference point for users in your sector. In addition, you will be able to earn new leads generated in a completely natural way from the content.

How to find local websites to publish your content

It goes without saying that the best place to find local websites that are capable of generating a good amount of traffic is clearly Google. In fact, by using a combination of searches on this search engine and a plugin on the Chrome browser, you can easily identify the most authoritative websites at the local level, therefore also those most suitable for hosting the contents written by your hand.

The plugin we are talking about is Chrome MozBar, which you will need to install on Google before starting your search: this is the tool provided by the Moz platform that will show you the main data on SEO directly in Google SERP. Using it, you can more easily identify the most authoritative websites on the one hand, and those to avoid on the other.

Have you already installed this plugin? Well, now is the time to use Google’s Search Operators to refine your search:

inurl: this search operator is able to limit your search to the results provided with a specific keyword within the website url. If you are looking for a site in which to publish guest posts located in Turin, for example, try this search: [torino inurl: guest post]
titolo: it is similar to inurl but involves the title, in fact, it will limit the results to those containing yours search term in the title of the page, such as [torino title: apartment]
inanchor: restricts the search to pages that contain your keyword within anchor text or links that point to the same page, for example [torino inanchor: furnished apartment]

How can you measure the success of your campaigns

Once a piece of content is published, the time has come to measure its performance. By carrying out a thorough analysis of every action you have taken, you will be able to understand what is the best way to make your efforts and economic investments in digital marketing pay off.

What tools to use?

1. Google Analytics

This is the tool you can use to track and measure the traffic and conversions your content has been able to generate over time. You should make sure that the links within the article are highlighted via the Google URL, in order to identify where the inbound traffic is coming from. Furthermore, by adding a note to your account, you can easily identify the launch date of your content within the chart.

2. Social share

Most editors pay particular attention to tools that measure how many times your content has been shared or liked. There are many tools you can use to measure how much traffic your social content has generated, but usually, it is sufficient to refer to the tool offered by the social network itself with certain reliability and precision. If you use Twitter, however, keep in mind that it no longer supports tools that count actions, so you may be forced to look for an external tool to measure your performance within it. If you have a count of the total shares of content on social media, you can proceed by difference: subtracting from the total number of shares on Facebook, Instagram, Pinterest and LinkedIn, you will have the number of shares registered on Twitter.

Local content marketing, is the future of small and medium real estate agencies

Here we go again, it is the eternal dichotomy between small local agencies and large real estate brands, both franchised and independent: which of them wins in the game of local content marketing real estate?

Small real estate agencies, which operate within a rather limited local range, enjoy an extraordinary competitive advantage when it comes to content marketing: in fact, the audience they target can be targeted much more from the point of view. geographical. Your agency, therefore, has the possibility of entering the world of the Internet on the local real estate market by providing resources and information adequate to the requests that customers usually make to a professional in the sector such as a licensed real estate agent.

When we talk about big brands, they must necessarily address a wider target, often delocalized throughout Italy and probably even beyond national borders: this means that it is not always possible to fully respond to the needs and needs of the reference market, too heterogeneous and fragmented for a real estate local content marketing strategy executed in a workmanlike manner.

So what do you need to do if you are a small real estate agency and want to generate higher traffic on your real estate website? Clearly, as you already know if you have read our real estate inbound marketing guide, you will have to try to attract those who are looking for you locally, within your territory of action, first of all identifying who your buyer personas are.

Acting actively to stay ahead of the competition has become increasingly important for a real estate entrepreneur like you, making sure that interested people find your business on the web in an agile way when they start searching on Google or other engines. of research. Increase and optimize the visibility of your website within the local search results: only in this way will it be possible to achieve all this.

On the other hand, it is now clear that real estate agencies that focus on local content are growing exponentially from year to year. This becomes a tangible fact especially when, when you are working to gain visibility at a local level, it is increasingly difficult to position yourself online among the excellences of your area due to the growing number of competitors involved. That’s why there is no more time to waste!

It’s time to put your local content strategy into action

How does the process underlying local content marketing work in small and medium-sized real estate agencies? It is not that difficult to create effective and interesting content based on what your business idea is. Look around and everywhere you will discover content to tell, stories capable of thrilling future readers through the story. You can tell your company story through informative but emotional content, within which people can find your values, what you and your company believe in.

When positioned correctly through the real estate SEO logic that we have explored several times, real estate local content marketing can therefore be used to attract visitors, also providing the user with a satisfying user experience. In fact, there are several aspects to which particular attention must be paid when you want to implement quality content, in order not to end up boring your audience but on the contrary to make them feel really part of your company and to ensure that it fully shares your mission. and your values.

Writing, writing and writing: there is not only this in a content

We said it, content surrounds you and tells you stories all the time. But it makes sense that if you don’t have a plan regarding what you want to tell people and what you want them to absorb from your stories, the final product is likely not to reflect the effort spent and the investment made in writing content and in their publication.

Within a well-defined geographical area, your real estate agent can also be considered a perfect source of content. Is there anything that expresses your values, your brand, and your sacrifice towards the satisfaction of your customers better than your agency in a strictly “physical” and “real estate” sense?

You will realize that you are managing to make more thoughtful decisions and not make costly mistakes if you start thinking about everything you have inside and next to you as if it were content.

The utopia of growth that takes place in an economic, simple, and sudden way

Usually, the real estate agents that we happen to meet for a web marketing consultancy, want “only” a couple of things: fast production of content, at a reduced cost. Well, raise your hand if you don’t want these two aspects in all your projects …

However, the reality is that those cases in which, in the face of fast production at low costs, the quality of the contents is achieved are really rare (someone tells us about them because we don’t know of them). And this, unfortunately, or fortunately, is a general rule of life. However, we know for sure that in the medium-long term, the growth rate in terms of traffic acquired on the pages of your website is much higher than the cost incurred for the continuous creation of content. And, with a good deal of resilience and consistency, your initial efforts to plan and implement the strategy will certainly pay off.

A continuous process of content production

Where is the difference between a geo-localized content strategy and a traditional one? The creation of performing content is a relatively simple activity, but the difficulty lies in creating a machine capable of generating localized content with continuity and constancy.

It is a process, or rather a real structure, not a sporadic or one-off activity. This scaffolding must become the foundation of your real estate local content marketing program, which must be continually reviewed, revisited and replicated.

Let’s now try to structure the process in a timely manner:

1. Identify your local audience: if you are a small or medium real estate agency, before starting with the writing of the contents, define the buyer persona that best suits your services or the properties in your real estate portfolio, that is, the one you would like to address your offer.
Now put yourself in a position to have everything you need to create great content, customized for your target audience. Here we run to your aid, pointing out some useful tools for this purpose:

  • Facebook Insights: thanks to this tool, you have the opportunity to understand if the activity you are carrying out on Facebook is going in the right direction, as well as to understand the real engagement generated by your local content and the area of ​​origin of your audience, along with much other information.
  • HubSpot is a high-profile suite that allows you to draw up the essential points for identifying and understanding your target audience. HubSpot provides you with a series of customized forms by means of which you will be able to collect a myriad of useful information on your buyer person of reference; moreover, thanks to a special live chat, you will have the opportunity to ask direct questions to people who show an interest in your real estate website. Thanks to an analysis of the data collected in this way about your contacts, you will also be able to identify the main trends to follow in your strategy and identify your ideal target.
  • The “Google Keyword Planner”: You can use this tool to search locally. It also uses the data previously collected by Facebook Insights and you can associate the volume of the keyword search with the size of the audience, in order to evaluate if users are active in the search and in the eventual purchase of properties in that particular area.

2. Do an analysis of the competition and of the content: to find external content that may be useful for the preparation of your own, you can consider the idea of ​​taking a look at what have been the latest moves of your competitors, with particular attention – it is obvious – to those real estate agencies that have been successful. Make a list of the most interesting articles, the most read and best indexed on Google and analyze their peculiarities, in order to better understand which are the best topics to be addressed, in order to focus your work on best practices as much as possible, avoiding consequently everything that does not point in this direction.

Now, if you want to understand if your content is effective or not, we have devised a small checklist of things to do before publishing it:

  • Research of relevant keywords locally: finding the right keyword is a decisive operation for the purpose of the “local optimization” of your content, or more generally of your website, a fundamental step that allows your real estate agency to gain increased visibility. To succeed in finding the best keyword to use, get help from Google Adwords, thus attracting people or companies who are looking for a real estate agent with your characteristics in your area.
  • Create an editorial plan for your content: now that you have found the most suitable keywords and drafted your content with a view to real estate SEO, you need to do a little big upgrade, organizing your content in the best possible way, so that you can have control of everything what happens and when it happens. We are talking about the elaboration of an editorial plan, which usually takes place in relation to the size and organization of any internal content marketing team. Therefore the various situations within each single agency can present great variability so that the possible approaches can in turn be multiple, but all will in any case have common traits, here they are:
    • Schedule the timeline, monthly or weekly, with the help of a special file
    • Using the same file, identify deadlines and weekly deliveries, highlights such as keywords and snippets, content title proposal, links to similar content, publication timelines
    • Assign all the information you have collected to your collaborators, transforming them into To-Do with precise deadlines
    • We have a little advice in store for you, regarding the software that you can use to share information with the whole team in a simple and intuitive way: to plan the different activities try Basecamp (you can share some projects with your customers too) or Trello

3. Now you can devote yourself to writing: once you have identified the keywords, you can insert them in your content in order to position it in the best possible way on the various search engines, Google in the lead. It is obvious that you do not have to stop only at the body of the content, since for perfect SEO optimization, the keyword must also be inserted in the title and URL of the article, in the title and description of the images, in the snippet, in the summary.

The content is ready. How to promote it locally?

Social networks and social media are increasingly limiting the reach and therefore also the effectiveness of posts that are not sponsored, so “unfortunately” the advice is to use paid advertising tools such as Facebook Ads or Linkedin Ads to amplify the resonance of your content, especially those you think may be of greatest interest to your local audience: in fact, this advertising tool is very valuable in order to specifically target the local audience you are aiming for. In any case, it is always a good practice to share articles on social networks manned by your real estate agency, a good idea to promote it and make it (even) more visible is use Facebook Ads.

The web platforms that allow social advertising are indispensable in the context of a marketing mix that every real estate agency should be equipped within their strategic plans. The social networks and social media on which you can start making sponsored posts on your local content allow you to independently decide several crucial aspects:

  • The investment budget
  • The city in which to intervene with the sponsored
  • The demographic data of the audience to be intercepted
  • The interests of the same components of the target audience
  • Psychography (describes the psychological and behavioral attitudes of your target)

You can also be able to find local customers through your and your staff’s participation in events organized in your area of ​​interest, such as:

  • Sponsorship of events, conferences, festivals, meetings
  • Co-marketing actions with other operators in the area or with other real estate agencies
  • Participation in fairs and events in the real estate or related sector
  • Donations to local charities

If you decide to take actions such as those listed above, not only will you have excellent networking opportunities to consolidate your local knowledge and brand awareness in general, but it will certainly result in very interesting material for creating content.

Take advantage of these initiatives to create textual content, but also multimedia, such as photos, videos and infographics, which you will need on the one hand to interact live with customers connected live on social networks, on the other to have material available for a social editorial plan really interesting in terms of local promotion of your agency.

Measurement and reporting activities

You have created your content, you have sponsored it, you have responded to user comments on social posts and on your blog, you have seen the reactions to the posts follow one another. Now the time has come to draw conclusions, to go and measure what was the real response of your audience to the content produced, to evaluate which types have “pulled” the most, those you should intensify the publication of and those that you own do not work.

That of measurement and reporting is an activity that, like the “content calendar”, is not standardized, which does not have a pre-established univocal timing: in general, the reports should be carried out on a weekly or monthly basis, so as to periodically cover the activity of local content marketing carried out in a given period.

In the generated reports you can analyze and compare very important data for your business, such as:

  • The traffic generated by the content, both quantitatively and qualitatively
  • What contacts were actually generated
  • An analysis of the strengths and weaknesses of the content
  • The planning of the subsequent editorial plan, based on those already carried out
  • The total budget spent and how in detail

However, we think that the process described may be subject to changes, depending on the nature of your real estate agency or other factors.

The entire cycle of local content marketing experimented following the best practices we have exposed to you so far, is undoubtedly the one that today turns out to be the best strategy applicable to your real estate business, but we would like to specify that it is always perfectible, in how much the field of digital marketing is constantly updated and it will be our concern to constantly add all the news about it.

Real estate agencies: localized contacts = profiled contacts

If you have read the WeAgentz guide carefully, you will have convinced yourself that local content marketing is undoubtedly a very effective way to generate traffic, to make link building and above all to generate leads.

Yes, we know, creating content, measuring it and constantly improving strategies takes time, but we believe that you will see the fruits of your tireless work as you begin to build solid, authentic and lasting relationships with customers and prospects.

In fact, the ultimate goal of real estate local content marketing is precisely to create original and truly interesting content for those who live and work within your own territory, or for those who are simply interested in it, so that all poor quality content that you see constantly scrolling on the message boards of social networks, may slowly be replaced by yours and disappear permanently.

Write useful content for your buyer persona and you will not only receive personal gratification, but also professional gratification: you will see how over time, through these constant high-profile activities, you will significantly improve the traffic generated by your website, gradually registering more visits, more contacts, more leads, more customers, more sales, and ultimately… more revenue.