You need to attract motivated sellers in the real estate industry to survive as an investor. Adding a new inventory of properties will ensure growth and more positive income. There is always some new trend or strategy that comes to light. What really works though is putting time and effort into time-tested basics.
To get more real estate leads, you have to get a property owner to come to you online or in person.
Best Ways to Find People Ready to Sell
The chances are high that you have already tried Craigslist, Facebook and YouTube to get your business out in the open. While these platforms can produce a small percentage of results, they are also available for anyone to utilize. Going this route puts you in direct competition with investors who are probably already crushing sales in your area.
One thing that Activated Marketing specializes in is local level marketing.
Local Marketing Strategies
Reaching a home buyer that is close to your hometown will solidify the foundation of your investing business. It might be tempting to purchase properties from out of state, but not going there in person or sending a qualified rep to view the house can be an expensive mistake.
Promoting that you can pay cash for a property in a certain neighborhood is more than putting up bandit signs and flyers. The reality of the situation is that most people who are ready to field offers for a property that they own will likely want to search the Internet first.
Finding a qualified seller tapping into localized promotion using the web as your advantage can be broken down into two segments.
– Organic Traffic
– Pay-Per-Click (PPC)
Each of the options have pros and cons although both can work to your advantage.
Pros of Building Organic Traffic
1. Search Engines Rank Good Content
All companies that provide user oriented search metrics (Yahoo, Google, Bing etc) will reward website content that is fresh, exciting, original and educational. A couple of hundred pages of relevant content on your website can result in more leads generated.
2. Pay No Cost Per Click
Organic traffic is the cheapest type that your website can receive. After the content is written and paid for, it will typically last for a number of years if it is professionally written. There is no daily promotional cost or cost for each click like with paid traffic.
3. Easy to Build and Maintain
The best results are received with a regular schedule of posting to a blog or news section of a site. A qualified writer can output an array of content surrounding numerous topics that are of interest to real estate sellers. This activity can be completed daily to quickly bulk up the organic backbone of your website.
4. Most Visits are IP Address Targeted
In 2015, major search engines began targeting content to users who search for specific keywords by using their IP (Internet Protocol) address. This improvement added another layer of local search marketing that can increase visits to a site on a daily basis.
Serving content that is unique to one town, city or regional area is a good way to locate a person who is only interested in selling a property to a nearby buyer.
5. Instantly Builds Credibility
One thing that turns a visitor to a website off is when pages are thin, offer little value or are non-existent. A ‘squeeze page’ or ‘landing page’ is far too common to see in the real estate investing industry. By adding a range of pages that cover different topics to a site, it adds credibility and appears more professional.
Cons of Organic Local Traffic
1. Page Rankings Can Go Up or Down
Just like how the wind blows, unexpected patterns and shifts in search positions happen frequently. No one can predict if a current ranking will still be around in a year. Safeguards can be put into place to minimize the effects of up or down movement, but organic visits to a website will always fluctuate.
2. Hiring Writers is an Expense
Cheap writers are cheap for a reason. Professional writers are expensive but are usually worth it. Regardless of the budget, hiring someone to craft exceptionally written content on a regular basis is a business expense. Budgeting for a daily or weekly frequency of published content does come at a price.
3. Higher Risk for Search Algorithm Penalties
Complex algorithms that now determine if a page and website as a whole are worthy of rankings are now part of the Internet community. A page that ranks #5 today could plummet down to #65 in three months. Penalties at the page level can be avoided, but the risk will always be there for rankings to shift upwards or downwards.
4. Link Building for Pages is Required
Part of what makes a page receive a +1 is through link building. A thumbs up is what a link gives to a page. It is hard to compete if link building is not part of a marketing plan. Improving the profile slowly and over a period of time can produce positive effects. There is always a separate cost involved for the creation and maintenance of link building.
5. Competitors Can Easily Copy Your Results
Competitive intelligence runs rampant in the housing industry. A new or existing company that is not doing so well in website ranking might take a hard look at a competitor who is prospering. This can involve copying website content, spying on marketing strategies and cloning a high-converting lead capture system.
Pros of Using PPC
1. Lead Generation is Faster
Ads can be generated and live within minutes when using pay-per-click. What this means is that leads can be generating in a very short time. While the speed is often faster compared to organic, getting in front of local home sellers is the main goal.
2. Multiple Pay-Per-Click Networks
Advertising networks pop up every year. In the early days, few agencies were offering a targeting platform for small business owners to use. Almost every major search company now has a private network where ads can be purchased with just a credit card.
3. Geo-Targeting is Simpler
Need to find people selling a home in Dallas, Texas? PPC allows geo-targeting of advertisements in any area that you choose. Results can be tracked easily so that examinations can be made to determine which keyword performed the best in a centralized location.
4. Free Advertising Coupons
As a first-time customer of a direct pay-per-click campaign, coupons are sometimes offered. It is not uncommon to get a 50% discount on a trial basis. The coupons work to provide an introduction to the service while helping to save money. This is a real benefit to an investor in real estate.
5. Easy to Test Ads
Sometimes, a well-written ad just does not convert that well. With any PPC campaign, you have the option to test any ad, make changes and swap out a URL to a better landing page. Split testing of advertisements is a key feature.
Cons of Relying on PPC
1. It is Expensive
Owners of advertising networks set the price of what each click will cost a business owner. Because of fluctuations, there is no set cost of a particular keyword. When trying to find a motivated seller in more than one market, it can be an expensive venture to rely solely on pay-per-click marketing.
2. Hard to Master
Ask any pro in the inbound marketing industry if PPC is hard to master. He or she will probably scream YES. There is a lot to learn, and money can easily be wasted. In reality, a lot of small business owners lose money just trying to learn how to advertise.
3. Advertising Must Be Consistent
The traffic built by a pay campaign today will have to be duplicated tomorrow. Paying the same price for a click is not always set in stone. Ads have to run until your budget runs out. It is not uncommon to find real estate keywords that cost $25 to $50 for one click!
4. Limited Textual Ads
25 characters for your title and then 35 characters for a description is all that is allowed. Unless you can get your message across in this limited space, you will need to think twice about setting up a daily marketing program.
5. Market is Competitive
Most major brands in the housing industry use pay advertising to squash the little guys. These companies have millions to spend because they are making millions. It would take a small fortune in ad spending to be competitive in a typical “I buy houses in your city” campaign.
Inbound Marketing at the Local Level
Investors rely on phone calls, collection of online leads and e-mail to get information about what properties are available to buy. The inbound approach to effective marketing means that targeting specific zip codes is a must.
The owner of a multi-family property or just a single house who can research enough information about you as an investment professional will likely decide to do business. Every lead is a potential sale and your valuable time should never be wasted.
Activated Marketing has services that are very affordable for everyone. Do not lose time doing things yourself and let the pros get you results.