Marketing without Google? Impossible.
Google is far more than just a search engine for quickly finding the right offers online. For more than 20 years, Google has been extremely successful in everything related to data. Google's services also play a crucial role in marketing for real estate agents.
Get found on Google through successful search engine optimization.
For real estate agents wanting to use Google, a broad understanding of how it works and what it offers is the essential foundation. Most will be familiar with SEO for real estate agents (search engine optimization). Appearing at the very top for searches such as “real estate agent + city name” is real estate agents' No. 1 wish. But they also want to be found for specialist searches such as “valuation,” “selling a house,” or “real estate agent commission”. A real estate business's website is therefore constantly optimized and equipped with content that appeals to Google. An SEO agency specializing in real estate business topics can provide valuable support.
Google marketing means more than optimized website content.
Today, real estate agents need to approach SEO from several angles. It is not just content on the company website that matters, but also links from other local providers' websites to the real estate agent's online presence. These links demonstrate the importance of the real estate business website – especially to Google.
When a prospective client searches for a real estate agent, Google always suggests a business as close as possible to the searcher's location. If several businesses in the same sector are nearby, the information in their profiles and on their websites determines their ranking.
This is how modern SEO works: use all of Google's tools to get ahead in marketing and make your website easy for sellers and new clients to find. Online lead generation starts with positioning the real estate business website and business brand. Only then can clients find a real estate agent's services online.
Alongside SEO, Google offers a second strong pillar in the marketing portfolio: SEA (Google Ads).
Most real estate agents are also familiar with Google Ads (formerly Google AdWords). Bidding on relevant search terms has long been standard practice in online marketing.
Google Ads campaigns can be a quick route to clicks, but real estate sector keywords are in high demand and therefore very expensive. To avoid wasting money on Google Ads, make sure you
- choose the right keywords
- write effective ads and
- optimize the landing page for conversion
The primary aim of Google advertising is to bring potential clients to the real estate agent's website and provide content that both interests the target audience and generates an inquiry. Real estate agents should only manage their own Google advertising once they have built up sufficient knowledge of Search Engine Advertising (SEA). Leaving the initial setup to an experienced agency often makes sense and saves real money.
Tracking with Google Analytics completes the picture.
Online marketing includes not only on-page / off-page SEO, Google Business Page and Google Ads, but also performance monitoring. Google Analytics lets you measure marketing success. How often was the ad displayed? Which keywords worked? How many clicks through to the landing page were generated? What did users do there? A tool like this must underpin further online marketing decisions for your business. Google Ads without Analytics will not allow campaign optimization – and that would be wasted potential.