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Content that shows your strengths drives online referrals and captures leads, so your online profile should be as engaging as you are. Ensure your content converts visitors into clients by measuring these three factors alongside classic metrics like website traffic, shares and likes.
1. Track the effectiveness of each real estate keyword
The most fruitful online leads are those looking for someone with your exact skill set and specialisation. To reach these leads, include relevant real estate keywords in your profile. This will push you to the top of related search queries and help interested people find you.
The exact keywords you use depend on your skill set, specialisation and target markets. You’re most likely to show up at the top of search queries for ‘long tail’ keyword phrases that have several levels of specificity, such as ‘foreclosure sales in Melbourne’ or ‘land sales in Perth’.
Measure the effectiveness of each of your keywords by using a tool like Google Keyword Planner or Google Trends.
2. To continue generating leads, measure content longevity
The average half-life of a link on social media is just three hours. This means that half of all people who will ever see the link do so in the first few hours. If your profile is going to generate leads, however, it needs to last longer than the average link.
You’ll likely rewrite your online profile once every few years, if that. In the meantime, you need to keep generating online leads. To do so, keep your profile content perennial:
1. Avoid relative dates – like ‘three years in my current position’ or ‘17 years of experience’ – that put an expiration date on your profile. Opt instead for numerical dates, like ‘began in 2014’ or vague statements such as like ‘over 15 years of experience’.
2. Continue sharing your profile to keep traffic high. Link to your profile on social media, send it to people asking questions about your experience, post it in professional groups and comment with the link on online referrals.
Measure the longevity of your profile landing page with Google Analytics or a similar tool.
3. Track the cost effectiveness of your content marketing
Calculating the return on investment (ROI) of content marketing is still a major issue for many businesses. Since half of all customers look at three to five pieces of content about a company before they make a purchase, identifying the most effective piece of content isn’t always a straightforward task.
There are, however, ways to identify truly stellar content and avoid sinking money into an ineffective content strategy. Trace your leads back to specific pieces of content by asking the person directly, having clients fill out a survey or using an analytics tool like Google Analytics’ conversion tracker.
You can never have too much information about how and why real estate leads interact with your content online. Hone your inbound marketing strategy by measuring keyword effectiveness, content longevity and cost effectiveness alongside website traffic, shares and likes.
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