We make so many observations about how commercial real estate embraces or does not embrace technology and social media. But the most essential question, which is the most profound is why are they not realizing the power of online marketing. Online marketing is an entirely different topic and includes SEO, website optimization, lead generation and overall basic principles of how online marketing works.
Old Day of Marketing a #CRE Firm
In the past marketing for commercial real estate companies was not really within their reach. It was painful, expensive and not something, beyond, press releases that many commercial real estate companies were aggressively doing. Business development in commercial real estate has always been laid upon the rainmaker of the company or generally the brokers! There was rarely a person dedicated to doing new business outreach or cold calling for the company or promotion of the company for most small to medium sized companies. Social media, blogging and connectivity of the world via the internet was not prevelant, hence it did not exist as tool.
New Day of Marketing a #CRE Firm
So flash forward to today and the playing field has been leveled very evenly due to the power and widespread use of the internet. So now that we have this amazing connectivity, we have to learn how to exploit it for our own companies. In other words do most commercial real estate companies know they need to be striving to be on page one of Google for their keyword? For instance, as most of you know, real estate is geographic. Couple that with an expertise, say retail, big box or strip retail or whatever property type and you have a way to narrow down your particular corner of the search traffic. The concept of the interent as a web, is exactly that. It is a web of outreach that should all lead back to your content or website, or blog. The web components are guideposts back to whatever your “call to action” or message is. Without those guideposts, nothing comes back to YOUR website!
“Statistically, the average commercial real estate broker should make approximately $7,000 for every 1,000 visits to their website. Therefore, those who show up at the top of a Google search are far more likely to generate revenue than those who don’t show up on the first page of Google. So now, the important question is this… where do YOU show up on a “commercial real estate” Google search for your market? If you don’t show up on the first page, I strongly suggest you work on that. An excellent way to begin increasing your presence on Google is to make the most of theBrokerList.” – Joshua Lyons, Joshua Lyons Marketing
Missed Opportunity – No Excuses
The reason for this blog post is to point out one of the most basic and FREE opportunities every single member of theBrokerList has which is backlinks, blogging and our interactivity with your message and social media AND driving traffic back to YOUR content. What that means is that you have your link to your website on sites that have more authority than your site or as many sites that have relevance to what you do and try to drive traffic to your content.
Stats Tell the Story
In reviewing our stats on our site we have found some startling insight. Below is a chart that shows on a percentage basis how many of our members actually add their website URL to their company page. It is rather alarming that this number is so dismal and the other social media links drop even more dramatically. The bottom line is that people do not appreciate or they do not understand the basics of online marketing or else the would be running as fast as they could to add these important links to their profile pages. It is a less than 3 minute task that provides much power to their SEO.
“It is a well-known fact, in the world of SEO, that high quality backlinks (links on a third-party website that link over to your website) can make a major impact on your Google rankings. The more powerful and relevant the website, the greater the impact on your Google rankings. Many websites will charge a fee in order to give you these types of backlinks. However, we are fortunate within the commercial real estate industry, because theBrokerList is a powerful website and it provides backlinks at NO COST. If you want to help yourself, then definitely take a few minutes to link your profile on theBrokerList to your website(s).” -Joshua Lyons, Joshua Lyons Marketing
What the chart is showing us is that less than 50% of our members add their company website to their company page, less than 30% add their Twitter URL, etc. So when people are searching and find that company page via a Google search, the reader in less than 50% of the time, cannot go any further to find out more information about that company, or follow them on Twitter or Like their Facebook page, etc. It is just lost traffic and lost opportunity. In addition it shows the public the lack of online marketing savvy, which is not a good reflection on the marketing prowess of the company either.
Shift Our Thinking – Embrace Online Marketing Fundamentals
The bottom line is as an industry we have to realize we are not even understanding the basic fundamentals of online search and we have to ramp up our knowledge of SEO if we are going to give ourselves a chance to remain viable as service providers. As marketing service providers, we have to do much better than this. We believe brokers will always be viable, especially if they follow the basic principles of online marketing for the health and prosperity of their business.
So take a few minutes or seconds and make sure your website or blog URL or whatever landing page you are using to drive customers to get leads, is set up as the bread crumb from theBrokerlist to YOU.
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