3 Things Real Estate Can Teach Us About Search Engine Marketing

Business.com / Business Intelligence / Last Modified: February 22, 2017

Tackling your own company’s SEM might sound daunting. Drawing some parallels between real estate and SEM can help make things clearer.

Home ownership is an integral part of the American Dream. Hundreds of thousands of entrepreneurs start a business every year in order to hopefully one day realize their very own American Dream.

Search Engine Marketing (SEM) plays a huge role in what businesses are successful, and which ones fail. 
 
Tackling your own company’s SEM might sound daunting, but it’s my hope that drawing some parallels between real estate and SEM can help  make things a little clearer. 

Related Article: What Real Estate Websites Can Teach Your Business About SEO & Social Media

Search Rankings Are Like Land, It’s a Fixed Commodity and the Value Goes Up Based on Popularity 

When you look at search results in Google, consider for a moment the value of having a company or blog listed on one of the top 10 results. The value of that listing would fluctuate based on your personal need for the listing, as well as the number of other people competing for that top 10 spot. 
 
Keyword Difficulty is a value associated with how difficult it is for a site to rank for a specific phrase related to their product or service. Think of keyword difficulty as the real estate equivalent of how many bids are made on a home before it's finally sold to the highest bidder. 
 
If resources are tight, then focus on ranking for keywords and phrases with less difficulty. 
 
To find out the relative difficulty of a keyword or phrase, you can utilize MOZ’s Keyword Difficulty and SERP Analysis Tool

Location, Location, Location 

Whether you're searching for financial advice in Dubai, or fresh cantaloupe in Quebec, the location mentioned in your search phrase, as well as your Internet-connected device’s physical location will impact the search results displayed for your query.

The good news is that the added variable of location means that it will be easier to rank for relevant, location-based search phrases as the pool of potential answers will be significantly smaller.  
 
This could also mean that it’s harder to rank for high-difficulty keywords in a major market. To make this easier, consider how the price of a home dramatically changes based on its location. Even the same home, just a few blocks away, can be a lot more expensive or inexpensive depending on the area.  
 
A company looking to rank well for roof repair in Los Angeles will need a significantly higher marketing budget than a company looking to rank for the same keywords in a smaller market, like roof repair in Mechanicsville.  

Related Article:Home Is Where the Cash Is: Building Your Real Estate Business from the Ground Up

Constant Attention and Refreshing 

A home requires constant upkeep and maintenance. When it comes time to sell a home, a real estate agent will ask a homeowner to pay for extra landscaping, some last-minute upgrades and a deep cleaning of both the interior and exterior of the property. These all add value and help the agent attract buyers who are willing to pay more for the home. 
 
Creating a presence online has the same requirements. Marketing is never something that’s complete. It’s a constant process of brainstorming new ideas, creating compelling content and then sharing that content with the world. Even the process of sharing marketing content can be high-maintenance, as a company needs to get the information about their products or services in front of their target audience. 
 
According to an executive SEO Inc, search engine optimization is one of the most critical component of reaching a target audience. Through the power of the internet, it’s possible for a company to identify a narrowly-defined target and reach them. It starts with a website that’s built to cater to the search-terms and phrases (keywords) the target audience is typing into Google. 
 
That might sound simple, but it only gets more complex from there. Once the basic website is created and optimized, it will need a blog with engaging content that helps inform and excite the target audience. The blog will need to be updated at least bi-weekly with fresh content to help search engines understand that the site is alive and current. 

Related Article:Warning: These Real Estate Marketing Strategies Are So Effective, They're Addictive
 
Then, the website itself will need to be updated as market trends emerge and new search analysis provides newer insights into how the target audience is using the internet to make a buying decision. 
 
Just as a home requires constant attention to remain functional, clean and modern; a company website needs all the attention you can give it in order to attract as many new customers as possible. 

Limited, Location-Centric Availability and Refreshing Content Are Key Parts of Tackling Search Engine Marketing 

To give your company the attention it deserves online, you’ll need to make a serious investment of time and energy. The easiest way to do this is to hire an outside marketing firm that can help create a strategy that has a high-probability of success.

Or, if you’re willing to use tools like Moz and other online resources.

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