5 Real Estate Marketing Ideas To Scale Your Real Estate Website in 2021
Our 5 Favorite Real Estate Marketing Ideas For Rapid Scaling.
Tired of hearing the same generic real estate marketing advice? Looking for a fresh approach? Well, it’s your lucky day.
Here are our 5 favorite real estate marketing ideas that we use to rapidly scale our client’s real estate websites.
1. Real Estate Content AI
Content marketing and real estate SEO take up a big chunk of our time at our real estate marketing agency. When appropriate, we encourage our clients to double down on their content marketing efforts.
We’ve grown websites for the last 20 years. Content has been the single biggest (and most consistent) driver of growth for our own websites as well as our client’s sites.
For example, at Turf.Press we receive about 80% of our real estate marketing client leads through organic search.
Because organic search is a such an important growth channel for us, we now use content marketing AI tools to help us reverse engineer top ranking sites so we can model our own content based around signals that we can prove are working.
We use tools such as MarketMuse, Clearscope and Surfer SEO to help us come up with a “content score” benchmark that we need to reach or surpass. This score is a dynamic score that ranks your content against your top ranking competitors for any given keyword.
These tools allow you to benchmark content details like word count, target keyword density, LSI keyword density and even reading level scores.
2. Real Estate Competitor Ad Spying
At Turf.Press, we also use many different competitor ad spying tools. This is because the majority of our clients run their PPC campaigns through our real estate marketing agency. At the end of the day, we’re beholden to producing a positive ROI on our client’s ad spend. We want to have “forever clients”, and therefore we need to do everything in our power to make our client’s money.
This means we’re constantly running tests and experiments to see what’s working and what’s not. Each month, we kill the losing ad groups and double down on our winners. However, finding winning paid ad campaigns is not easy.
This is particularly true for our real estate clients who don’t have a lot of organic traffic yet, or haven’t spent much time running experiments previously.
When starting from scratch (or near scratch) with paid ads, you often need to invest a bit of time and money in data collection.
Luckily, there are competitor ad spy tools available that we can use to identify the winning real estate ad campaigns of our client’s competitors.
Tools like SpyFu allow us to see granular details about our client’s competitors paid ads strategy including their historical and present day ad copy, their creatives, their cost per click as well as their budget.
Using these tools, we can also see how many of our client’s competitors are bidding on a specific keyword and how long their ads have been targeting those keywords.
3. SEO Green Line Strategy
The SEO green line strategy is a strategy we invented at our real estate SEO agency. Essentially, we create a spreadsheet with a series of columns which represent different SEO metrics.
We begin by entering our target search terms, keyword volume and competitiveness metrics (such as Moz’s DA score, # of backlinks, Ahrefs keyword difficulty score etc). There is a long list of indicators we examine for each keyword.
Watch the video above for a complete breakdown on the exact metrics we’re looking at.
What we then do, is we color code each metric as easy (green), moderate (orange) or hard (red). Essentially we’re looking for a keyword row to consist of mostly green indicators.
Essentially, low competition keywords will have a “green line” of results to the right of them, while harder to rank for keywords will be represented with an orange or red line.
4. Exploit Attention Arbitrage Opportunities
Another real estate marketing idea we use at Turf.Press is the exploitation of attention arbitrage opportunities. Thankfully, there are still many attention arbitrage opportunities online. This is especially true on channels that allow you to promote video.
Generally speaking, producing real estate related videos are harder to produce than other forms of content. Because of this, fewer people produce video content and therefore, there are still many opportunities for real estate professionals to capture awareness at a massive discount.
For example, we’ve had success promoting real estate content on YouTube. It’s much easier (and faster) to rank content on YouTube than it is to rank content on Google, and you can funnel a lot of that traffic back to your real estate website (usually between 5% to 10% of video viewers will visit your website).
For example, we recently started a YouTube channel from ZERO and we’re now up to over 7000 video views / month in only 4 months.
5. PPC SKAGs
Of course, setting up each ad group around only one keyword takes longer to set up. However, we’ve found that matching a search query to ad copy and a corresponding landing page helps us dramatically boost our ad’s quality score as well as our Click Through Rate (CTR). This allows us to reduce our Cost Per Click (CPC) an and gives us an overall boost to our PPC campaigns.
Thank you for taking the time to stop by Turf.Press today. If you would like to learn more about how we can help you scale your real estate website, then visit our homepage or reach out to us today to organize a free 45 minute strategy session.