The main theme of the past 10 days of my Real Estate Blogs is "Understanding." Real Estate Professionals and Web Vendors must find a way to connect authentically and based on mutual respect for intellect - not on marketing trickeries. The number of websites that are ill equipped to help consumers is very high and Realtors must learn to ask the right questions about SEO.
Search Engines try to provide Searchers with relevant responses to their inquiries – and, probably, every person reading this is saying – “Duh!!!”
Yet time and again as I interact with participants in my Workshops they would interject something like: “My competitor appears on Page 1 and I don’t – why?”
Then I ask: “What Search Phrase are you not coming up for?”
Inadvertently they will say something like: “Anytown USA Real Estate.”
“Well, let’s look at your Website Content!” I interject, and 99 times out of 100 the primary information in their website is their name and the Brand they are licensed at. What they fail to understand is that their primary content is driven by the marketing of themselves and their Brand; which is ok – but they fail to focus on is localized content; and I don’t mean the selling of Real Estate in the whole State.
What is unfortunate is many agents believe that Search Engines understand their business and can decipher relevance, as though through Magic…
Here is the Bad News: “The fact that you are licensed in North Carolina and you say so in your website does not make your information Relevant to Searchers on the internet seeking solutions in Murphy North Carolina. Worse, the fact that you mention in your home page that you work in say Fayetteville NC does not make you the most Relevant content for those seeking Listings Solutions in Fayetteville.”
Relevance means focused Rich Content on your primary market.
Relevance means deep content not only about you and your Brand, Relevance means rich content about the Real Estate Market you specialize in – this is an essential step; without this content you will fail Step One of SEO, which is “Content Relevant to Searchers,” and it ain’t always about you.
Yesterday, a very dynamic broker called me and wanted to discuss whether I build websites, and of course I told her no and then I inquired why she asked. She told me that she had 2 websites, one built by her “cousin Vinnie” – you know that guy who took a community course on HTML and now builds websites; nothing wrong with that except for “Strategy;” and the other, the subject of this blog, built by a major expensive vendor.
As we delved into the Broker Website Needs something emerged and it was the fact that she did not own her domain; she has had it for over 5 years at a monthly fee of $2,500 – that’s over $150,000 paid to this vendor and she does not even own her domain. In her mind we just get another domain and start over… so why is this a problem?
- The SEO Geeks already know the answer – let’s try to put in other ingredients into this mix.
- Domains that have been active for a number of years build Domain Authority and are easier to Optimize and rank organically than brand new domains. Yes her current ranking is dismal, even after 5 years, but this domain has an index, a weak one at that, but still a faint pulse that can be made stronger with the proper container.
- With this model the Broker is held hostage towards working with that Web Vendor – highly unethical. A domain is akin to a company name and ought to be owned by its rightful owner. This practice must stop immediately and domain ownership must be returned to their rightful owner – the web vendor should be in the business offering great service and web tools that help the Brokers work seamlessly with their agents and internet customers.
- Think about all the marketing, signs, blogs, emails, and links that you have been shared over the years using this domain… all will be gone once the broker desires to switch to another Vendor – worse the vendor will sell the service to your competition and they will have a leg up on you instantly. You cannot afford to rebrand your brokerage with a new website every few years – that is madness.
- In fact: One of the most important venues of marketing is the Internet and therefore your domain name is part of your identity.PS: The monthly cost has nothing to do with what is right and wrong in domain ownership – if you are a Web Vendor and you charge $50 a month for your services this applies to you as well.PPS: This Broker is not looking to leave this vendor but the practice is still wrong.
What can Brokers do if they find themselves in this situation?
- Check to see if you own your domain – go to: whois.GoDaddy.com.
- Some of you will admit that you were told that you will not own your domain and even signed a contract that says so – it does not matter. They did not divulge to you the consequences of NOT owning your domain; this is a deceptive practice that some Web Vendors engage in; they reduce their payments on Pay per Clicks and make more marketing dollars from you. These Web Vendors know better and should be shamed into giving up this horrible practice. (There is more to this Marketing Trickery but it goes beyond the scope of this blog…)
- First things first: Call your Web Vendor nicely and let them know they made a mistake – they ought to transfer your domain to your name. (Of course you and I know they did not make a mistake – but it is always best to start nice. They will brush you off, so be prepared for that. Don’t threaten to close your account; it’s not effective – you want to have an account in good standing…)
- Escalate – keep asking for supervisors, and supervisors to supervisors – do not buy their story that these are their rules and everyone must abide by them. They are not; I know many who got their domain ownership back by being tenacious.
- Escalate some more to your local Broker Colleagues, Regional Franchisees, National Brand, and all organizations you belong to. Yes they may not be able to help you but it is your job to let everyone know what happened to you and in the process shine a spotlight on this abhorrent practice. Remember: Your National Brand cares more about your Brokerage than the Web Vendor.
- Write a blog and post it everywhere as well as share it on all your Social Media channels. Remember: They did not disclose to you the reason why they must own your domain – you made a decision based on trickery. Note: if you know a vendor who practices this Do ask them to defend it – I would love to hear why they feel they are the rightful owner of the domain.
- Let the Web Vendor know that you will dispute the rightfulness of domain ownership with ICANN – http://www.icann.org/en/dispute-resolution/ ; this is a powerful organization.
- Let them know you will submit complaints to the BBB, the FTC, and your State Attorney General. Remember: even if the practice is legal it is wrong – and if no one complaints it will continue to be legal.
- All of these steps will shame the Web Vendor to hopefully stop this practice; you must remember these Vendors need access to big national Brands and if their members start demanding this practice to stop they will have to acquiesce.
I know that this article will catch me a lot of flack and many have asked me to not be so controversial, but the more I advance in my career to more I realize that I must speak up on certain issues. I love working with Web Vendors, in fact most of them do the right thing, and a handful of them are truly awesome – full of integrity and a desire to help Brokers have the best platform for their customers; you know who you are and I applaud you!!!
Many involved in Search Engine Optimization (SEO) follow Ranking Factors or the components of Ranking Algorithms; but did you know that Google prefers calling them Signals – and when you think about it that is a better term.
Signals are markers that other can use to follow the direction of the signaler (think of driving the National Highways – you encounter all kind of Signals and Markers that help you get to your destination,) – in other words if my website focuses on Real Sales in Franklin Tennessee I must make sure that I have Markers that Signal Google and Bing to know that.
Yes, Yes… this may seem like a simple idea but I spend 2 hours today talking to someone who has been trying to implement an Organic Strategy for nearly two years and in one fell swoop realized that his website was about him and the brand and Not the Signals that Search Engines must see to give him visibility in his local market.
So what now?
Visit your website with new eyes and ask yourself – What Signals is my Website sending? Do I have Markers that focus on my local Market? If you have the courage to unravel your content through this prism you will be well on your way towards a Real Estate SEO Strategy that produces results.
PS: This is for the advanced users who have studied SEO and are experts in the field – please note that I do not write for you, I would be insulting your intelligence if I did; I write for a select group of Real Estate Professionals who are hungry for this information and who are tired of spending thousands of dollars in failed strategies – they truly want to understand these ideas in order to become true Real Estate Marketers. – Key Yessaad.
Vendors must understand that they work for us…
An illusion surfaced ever since the advent of computers and here it is: “Programmers will solve the problems of consumers” – and yep the best programming minds keep trying… Think how the Fifties and Sixties were driven by the giant IBM… unfortunately many of them keep trying to build solutions without input from their users, in fact Programmers pretend they know better than their users – after all they are the smart ones.
Programmers are awesome at building Tools, NOT Solutions…
I have had an ongoing battle with programmers, Web Designers, Web Developers, and the like on these fundamentals… You, the Wed Developer, get to build tools – You, the Real Estate Professional, will utilize these tools to build your business. But the tools need to be humanized based on the input of the ultimate users – not the Robotic approach of programmers…
“Don’t Robo Me Bro” – just give me the tool, I am smart enough to use it…
Case in Point: Blogs
I have had many conversations with Real Estate Web Developers who refuse to offer Blogging Platforms with their products, so what happens – the Real Estate Agents go and find a platform like WordPress or Blogger, to fill this niche. They desire to blog in their own platform (website) so they can tell their story, but now they have to learn another way of working that forces them to manage 2 ore more incompatible platforms.
In fact a developer told me agents are too lazy and too dumb to write good Blogs – I told him that even if one concedes the point there a strong number of smart agile Agents who will excel with such tools; and that it was not his job to worry about the level of intellect but whether there is a need and to heed it.
When are Developers going to listen? Real Estate SEO and Internet Marketing are the territory of Brokers and Agents, and the illusion that Programmers, and Developers know better is false and arrogant…
Give us our tools, humanize them, and listen to us…
PS: The Vendors that pay attention to the needs of the Real Estate Agents will continue to matter – those who don’t will be left asking the wrong programming queries.
PPS: The solutions are not technical, lots of platforms are readily available for free, it is a question of will, planning, and integration.
Happy Blogging – Key Yessaad
I know many who struggle with the concept “Marketing,” and so they should – it is an important concept to understand if you are going to build a Real Estate Business that has longevity and success.
What if we could simplify Marketing to its Essence – What does the Gecko do for Geico? I say he tells a story, and he tells it in a consistent manner… yes he has an Australian accent, and the big eyes make you fall for him (PS: did you know it is the Big Eyes that make you connect with the Gecko Personality.) but the Gecko works because it is a vehicle to tell a story…
I advance that stories are composed of words…
I further advance that the words you use in your Blogs, Listings, Bio, and Websites, help Search Engines discern what to do with your content…
With all the advances that Google and Bing use to offer relevant content it all starts with the words, phrases, and paragraphs you use in your website and blogs – so:
- Are you telling your story?
- Is the story you are sharing driven by your ego or your market?
- Have you asked yourself – what stories should I share?
- Do you know that a story is a collection of words that help your consumers make decisions about solutions they seek?
When you strip Marketing of its fancy music, pictures, cameras, and makeup, you are left with words that help tell a story, even behind a video Camera – marketing is Storytelling; embrace it and you will always be ahead in your Real Estate SEO and Marketing. – Key Yessaad
So what are the driving forces and ingredients of Internet Marketing Success in Real Estate – many of the habits and ways of approaching your business success will resonate with all of you; and after working for many years with many who have truly succeeded on the Internet I can share these important characteristics:
1. Be Tenacious: Stop dabbling and start focusing on your Market and Expertise. (You know you want to so go for it.)
2. Be Driven and focused on your Market Happenings; use your local MLS Statistics, Local Newspapers, and Websites to educate yourself daily – you must know more about your Niche Market than most.
3. You have a to have a Plan that you trust and work daily – Stop being a bumper car reacting to everything; some of your day should be yours.
4. Committed to tell your story, not once, but ongoingly. Remember your story is attached to your listings, Testimonials, Videos, Accomplishments, Pictures, Blogs, Events, Colleagues…
5. Connected: You are in the business of people – get to know everyone… and then connect with them on the Internet; Keep enlarging your Sphere…
These few points may not illuminate Real Estate SEO or Internet Marketing – but if you are not focused on these fundamental ingredients then managing your website will be difficult.
Happy Blogging! – Key Yessaad
I just found out that John Becker has been nominated “REALTOR of the Year” by his Real Estate Colleagues at the Franklin Board of REALTORS.
John Becker honored as REALTOR of the Year by his Real Estate Colleagues in Franklin NC
We are very proud of your accomplishments John and the way you work with your agency to help your colleagues with their Real Estate Business.
I mention John in this Blog because I have seen him take his rudimentary knowledge on Internet Marketing and combine it with some of my trainings on Real Estate SEO to grow his business and influence in his community; Way to go John and keep being the positive person that you are!!!
As an internet strategist I understand the day to day Needs of the Brokers and agents I coach vary depending on their production and plan of action… many will grasp at any straw in the wind, others will be methodical and focused but then there are those who see two to five years down the road and chart their course… and they are rare…
The art of The Real Estate Deal is truly a skill few agents ever develop – the daily distractions and demands of their business command the majority of their time and they are left with very little time to plan and see into the future and so they forget about their website and how the public interacts with it…
Let me share some verbiage that a Real Estate Broker has placed on his website as a means to attract users; he forgot that Web clients are mostly visuals, so long tedious text is mostly for SEO and for those who like to hear themselves talk – here is the snippet:
“…Just to let you know, we’ve taken special training on how to use the complex search capabilities of our MLS system… These classes are free; however, some real estate agents don’t take the time to get this training. The classes frequently have only 5 or 6 people. Any agent can find homes in the MLS, but the training that we’ve received helps us to find the best homes for sale for you.”
Really? Is this the text you want posted on your Home Page? I mean I can stretch my mind and think of this as a possible topic for a blog; but this text in the primary front page of your website – Really???
1. This post is not about revealing who did this but to ask those who are working on their Real Estate SEO Strategy to focus on their content. Consumers love to perform their own Searches – they don’t need you to show them how to Search; in fact the Internet is about Search… offer them true Search Capability – not the pseudo “Register Here” and we will do it for you!
2. Remember that Consumers are visual – you must intersperse within your text and content tools, maps, pictures, videos, etc…
3. Do you review your primary content from time to time? This is important; your business and ranking is growing and what was appropriate 2 years ago may not fit the business conditions of today.
4. Is your Home Page about Solutions? Remember Buyers and Sellers care about Search and Marketing.
5. Have you embedded a video in your Primary Page that shares the values and focus of your website? Your would-be clients want to meet you before they (physically) meet you.
So remember being on Page 1 of Google with a website that is pathetic is similar to being nowhere on the internet; SEO is about organic placement but nothing beats good strategic content.
PS: This is a conversation that started with my colleague Steve Manley; you are awesome – Thank you for sharing it with me.
Happy Blogging – Key Yessaad.
This is an important topic for the Real Estate Professionals who desire to build Internet Marketing Solutions for their clients using their websites. The topic of Framed Websites confuses many and in fact is done on purpose by many vendors.
But before I go on let’s ask the simple question: “What does it mean to frame a Web Page within another one?” When you create a Frame within your Website you can import content from another website to it. The Content that is Framed is really in another website but you are using it to show it within your website; it is a trick many use so they don’t have to go through the technical process of building their website the right way.
You probably want to see an example of a Framed Website – I picked the absolute worst website in the world: (http://www.angelfire.com/super/badwebs/)
Many vendors use this trick to quickly offer Search Solutions when they don’t have the technical know-how to build websites correctly.
You can tell your Content is framed if the performing of actions within the Search does not change the URL (the http address) or you see a bunch of scrolling bars moving independently of the content – here is an example of a Framed Real Estate Website: http://www.allfamilyrealestate.com/Nav.aspx/Page=%2fIDX%2fDefault.aspx%2fMID%3d16400%26LinkID%3d1387
In a Real Estate Website the ability to Search for Properties in a specific MLS is very important – in fact why should consumers go to your website? If you ponder that question long and hard you will understand that the ability to Search is it. I can hear some of you say: “Key I only work on Listings, so I don’t really need the ability to offer IDX Search; Right?” – “Wrong!!!” Sellers care that you can attract Buyers, and if they can see that your website is organized around this important concept they would want you to enhance their Listings – but that is another topic for another post…
When you Frame your MLS Board Search you commit these No-Nos:
1. You assume the consumer searches similarly to the Real Estate Agent. Absolutely wrong; Do you know that some boards divide their MLS coverage map by Areas, and in order to search you are required to select the Area First. “Area 7” may mean something to you but for the consumer it is the City that matters; whether you divide Boise Idaho into 6 Areas or None is of little help to the consumer.
2. The number of Choices and boxes that need to be checked to get a result is staggering – look at the Search within your MLS. I guarantee you that your board offers classes on how to Search the MLS to find the right type of properties; Your consumers seek simplicity not classes on how to Search.
3. Some MLS Searches require you to select the county before you can select the City – are you kidding me? Yes the Realtor is supposed to be familiar with his area and will know that Boise Idaho is in Ada County; but to expect that of the consumer is silly… (and I can go on…)
4. Ahhhh… but you say… Tell the consumer if it is so hard why not call us and we will perform the Searches for them? Again – think about it. Consumers want to have the satisfaction to performing their own Searches – they don’t yet care about you… and No… they are not ready to sign an Exclusive Buyer Agency.
5. Using your MLS Search to frame a solution leaves you without the ability to Delay Registration for maximum interaction with Clients, and will not allow you to enhance your Listings with Branded Videos, additional Pictures, or special offers.
6. But since this is a Blog about Real Estate SEO – Framing your content is similar to having no content at all. Search Engines know where the content resides and distinguish your pages from those belonging elsewhere.
Finally remember that if you don’t offer the public the Right Real Estate Search they will go somewhere else. As you talk to Web Vendors make sure you ask them whether they frame the IDX Search within their website s– if so move on and look for another vendor. There are some awesome ones out there.
Happy Blogging 
– Key Yessaad.
Real Estate Internet Marketing, Real Estate SEO, Google Marketing Trainings, Real Estate Websites, Real Estate Trainings
Key Yessaad – Real Estate Trainings and Internet Strategies. My drive is to illuminate, empower, then turn over the process to my participants through Plans of Action that produce Results – Internet Marketing, when successful, transcends Websites and goes to the core habits of all Real Estate Professionals – You can no longer afford to ignore the place SEO, Social Media, and Internet Marketing play in your Day to Day business growth. Key Yessaad and SEO Blogs at (910) 367-5391 or (910) 538-6610.
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