Realtors’ uphill search engine battle
Real estate technology company, RealGeeks is asserting in a three part series that large real estate search companies are ranking at the top of all search engine result pages (SERPs), last week releasing a graphic outlining why individual real estate agents rarely rank highly in search engine results, empowered by small changes in Google’s algorithm in recent years. Search engine optimization (SEO) and social media efforts have increased on the part of real estate professionals (Realtors, real estate agents, and brokers alike) as they slip in the rankings, despite their efforts to appease the search engine deities.
Today, the company says that real estate professionals are actually helping Zillow and Trulia to outrank them. “Usually, it’s a matter of other sites simply doing something better than you,” RealGeeks writes on their blog. “Maybe they’ve built more backlinks. Maybe they’re better at marketing. That’s the nature of any business—fair competition. But what if you were unknowingly helping another site to outrank you?”
They outline a “scheme” on the part of Zillow and Trulia, who offer a “widget” offering anything from mortgage calculators, maps, photo slideshows, home value estimators, or even a contact form, driving traffic from independent real estates to the widget’s originator, helping them to rank more highly in the search engines.
Analyzing one such Zillow widget
RealGeeks shows an example of a Zillow home value widget wherein the last line of code has “three areas of concern.” The backlink, inclusion of the city, and the microformat data markup are all said to be a real estate professional’s inadvertent aiding of Zillow’s rankings in search engines to ultimately outrank their own.
First, RealGeeks points to the backlink to Zillow. “Well, you think, that’s only right considering they’re providing me with this free widget. One little link won’t hurt anything. But there’s something you must understand. A link coming into a site—more commonly called a backlink—gives that site a boost in authority and rank. The more backlinks a site has, the better it looks to Google and the other search engines. Every backlink is a boost to Zillow’s rank, and an anchor on independent agents’ sites competing to be found.”
Second, they say inclusion of the city is concerning, as “Zillow is basically horning in on your local search action.” The anchor text is optimized to target people searching “homes for sale in [city]” online, which is how the widget contributes to a real estate professionals’ being outranked locally so that Zillow pops up when someone searches that term, rather than the local agent.
Third, the company looks at the microformat data markup, noting that the widget is telling Google that there is more information available than just text (see “span” in the code), like a map or something visual, which Google has an affinity for microformats because it implies interactivity and additional information, “drowning out your small, text-only link.”
Just alter the code, right?
Further, you agree to allow Zillow to change the content returned by the widget, so at some point in the future, they may not get the information they’re looking for, says RealGeeks, adding that Trulia offers widgets with terms users must agree to as well, also helping Trulia to outrank agents in search engines.
So how do individual real estate professionals fight back?
“The first and best action you can take is to immediately and completely remove any Zillow and Trulia widgets from your independent real estate website,” RealGeeks advises, offering that custom widgets can be created, or there are free widgets that are not as concerning.
RealGeeks calls these widgets “predatory linking practices” on the part of Zillow and Trulia, but as they opine in the beginning, it is a fair business tactic as they offer a free service to real estate professionals via useful widgets, but through extensive explanation, imply that real estate professionals are unaware of the consequences of using these widgets.
San Diego broker Roberta Murphy asks if the battle between independents and “ZTR” (Zillow, Trulia, Realtor.com) is a matter of real estate professionals’ own lack of foresight.
The linking practices have been in place for years, and Zillow and Trulia have been offering free tools for real estate professionals since their inception, which is quite a brilliant business move, and although it has led to thousands upon thousands of links from agent websites telling Google that Zillow and Trulia are high quality and relevant, it is not exactly the fault of Zillow or Trulia, rather agents who like shiny widgets that don’t read or understand the implications of terms of service they agree to.
Malicious? Not really. Taking advantage of ignorance? Sure. Smart business for Zillow an Trulia? Absolutely.
Graphic outlining RealGeeks’ assertions:
No-reply emails don’t help customers, they’ve run their course
(MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.
Let me tell you a modern-day horror story.
You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.
Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.
Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.
Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.
Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using firstname.lastname@example.org you can use email@example.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.
Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.
Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.
Influencer marketing isn’t new, it’s actually centuries old
(MARKETING) You may roll your eyes at sexy strangers hawking snake oil on social media, but influencer marketing is nothing new…
Influencer marketing is now one of those buzzword phrases that you can’t go a few days without hearing. In fact, it’s become such a popular term that it was officially added to the English Dictionary in 2019.
While this is a recent change, the concept of an influencer is nothing new. For years, people have looked to friends and family (as well as high-profile people like celebrities) to be influenced (intentionally or unintentionally) about what to buy, what to do, and where to go.
Social Media Today notes that influencers date back centuries.
One of the first “influencer” collaborations dates back to 1760, when a potter by the name Wedgwood made a tea set for the Queen of England,” writes Brooks. “Since the monarchy were the influencers of their time, his forward-thinking decision to market his brand as Royal-approved afforded it the luxury status the brand still enjoys today”
Now, influencers are known as people blowing up your Instagram feed with recommendations of what to wear and stomach flattening teas to buy. Influencers are basically anyone who has the ability to cultivate a following and, from there, give advice on how followers should spend their money.
After the 1760 tea set influencer, influencers were found in the forms of fashion icons (like Coco Chanel in the 1920s, and Audrey Hepburn in Breakfast at Tiffany’s), celebrity endorsements (for example, all of the money Nike made in the ‘80s after signing Michael Jordan to be their spokesperson – I wonder if Hanes is raking in the same bucks as Nike…), TV stars endorsing products (like Jennifer Aniston when she was at the height of “The Rachel” cut and became the face of L’Oreal Elvive; now she’s the face of Aveeno).
Then in the mid-2000s, blogs became a space where “everyday” people could use their voice with influence. This trend has continued and has shifted into social media, usually with a blog counterpart.
Now, blogging and influencing is an industry in and of itself with influencer marketing being a key form of comms. According to the HypeAuditor report, the influencer industry will be worth $22 billion by 2025. Where can I sign up?
The use of offline marketing can still be advantageous in a digital world
(BUSINESS) Offline marketing is usually skipped over nowadays for the sparkly, shining ‘digital’ marketing strategies, but don’t forget the roots.
Everywhere you look, people want to talk about digital marketing. In fact, if you don’t have a digital marketing strategy in today’s business world, you’re not going to last long. But just because digital marketing is popular, don’t assume that offline marketing no longer yields value.
When used together, these strategies can produce significant returns.
“Some people will argue that traditional marketing is dead, but there are several benefits to including offline advertising in your overall marketing campaign,” sales expert Larry Myler admits. “Combining both offline and online campaigns can help boost your brand’s visibility, and help it stand out amongst competitors who may be busy flooding the digital space.”
How do you use offline marketing in a manner that’s both cost-effective and high in exposure? While your business will dictate how you should proceed, here are a few offline marketing methods that still return considerable value in today’s marketplace.
1. Yard signs
When most people think about yard signs, their minds immediately go to political signs that you see posted everywhere during campaign season. However, yard signs have a lot more utility and value beyond campaigning. They’re actually an extremely cost-effective form of offline advertising.
The great thing about yard signs is that you can print your own custom designs for just dollars and, when properly stored, they last for years. They’re also free to place, assuming you have access to property where it’s legal to advertise. This makes them a practical addition to a low-budget marketing campaign.
The fact that you notice billboards when driving down an interstate or highway is a testament to the reality that other people are also being exposed to these valuable advertisements. If you’ve never considered implementing billboards into your marketing strategy, now’s a good time to think about it.
With billboard advertising, you have to be really careful with design, structure, and execution. “Considering we’re on the move when we read billboards, we don’t have a lot of time to take them in. Six seconds has been touted as the industry average for reading a billboard,” copywriter Paul Suggett explains. “So, around six words is all you should use to get the message across.”
3. Promotional giveaways
It’s the tangible nature of physical marketing that makes it so valuable. Yard signs and billboards are great, but make sure you’re also taking advantage of promotional giveaways as a way of getting something into the hands of your customers.
Promotional giveaways, no matter how simple, generally produce a healthy return on investment. They increase brand awareness and recall, while giving customers positive associations with your brand. (Who doesn’t love getting something for free?)
4. Local event sponsorships
One aspect of offline marketing businesses frequently forget about is local event sponsorships. These sponsorships are usually cost-effective and tend to offer great returns in terms of audience engagement.
Local event sponsorships can usually be found simply by checking the calendar of events in your city. Any time there’s a public event, farmer’s market, parade, sporting event, concert, or fundraiser, there’s an opportunity for you to get your name out there. Look for events where you feel like your target audience is most likely to attend.
Offline marketing is anything but dead.
If your goal is to stand out in a crowded marketplace where all your competitors are investing heavily in social media, SEO, PPC advertising, and blogging, then it’s certainly worth supplementing your existing digital strategy with traditional offline marketing methods that reach your audience at multiple touchpoints.
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