Okay, so I was running through some of my usual news sites on SEO just to see who was spewing what and I ran across an article over at inman.com about how Realtors haven’t been able to make hay with SEO and use it as a source of leads.
What’s more surprising from this article is the study they performed. What they found was that most realtors are unwilling to invest, note I didn’t use the word spend and I’ll tell you why in a moment, time or money to do it properly.
Okay, first off, I don’t know what realtors Peyman Aleagha or the folks at Inman surveyed, but I have real problems with this entire premise.
First, people need to realize that if you’re using your website for business purposes, aka driving leads and customers to your business, this idea of “If you have the content, they will come” is utter nonsense. Do you think people go to the website of BestBuy or Walmart for their content? If you do, I have a bridge to sell you.
The first thing you have to realize is that while your website does need to educate your new lead, your bigger, and more important task, is to sell them and make them do something. Whether that’s pick up the phone or complete a form for more information, the sole purpose of your ranking page should be to sell!
In the real estate market, you can’t do that by telling a potential client how great the schools are near them – any Realtor can do that. You need to convince them to pick up the phone and call you and not Joe Schmoe or Susie Somebody down the street.
The second part of this that was extremely concerning was the following. 90% of Realtors believe they need to spend more time on SEO. Yep, 9 out of 10. And yet, 85% wanted to spend less than 10 hours per month on it. Okay, this part is understandable. If you’re a Realtor, you shouldn’t be doing your own SEO. I mean for Pete’s sakes, I don’t do my own dentistry! Are there realtors out there also trying to program their own MLS service as well?
And here is the real crux of why the feel they need to do it on their own. 80% of the Realtors questioned wanted to spend less than $500/year on SEO services.
This is astounding!
80%, let me repeat, 8 out of 10 realtors thought they should be able to spend less than $500/year on professional services and be able to have their website ranked above the likes of Zillow, Yelp, Yellow Pages, etc.
Given that’s the case, would it be okay to offer my next realtor the paltry sum of $500 to work for the next 6-12 months to sell my home, above market value, make sure that any repairs are complete, and completely manage the entire process for only $500?
There seems to be a real disconnect here between the true value of well optimized SEO and the perceived value. To be honest, I’m not sure who’s at fault here. I know there are lots of SEO companies that offer up their services for $500/month, but remember, you get what you pay for. If I pay a Realtor a cut rate fee, I shouldn’t expect first class service.
Getting back to the invest versus spend comment earlier.
This is one of the items that not only Realtors need to understand, but all business owners.
A well optimized SEO campaign becomes an asset to your business.
Long after I’ve performed my services, my clients are still ranking and seeing visitors coming to their website, which are converting to customers.
You know why?
Because SEO isn’t a one sized fits all situation. It’s impossible for an SEO company to offer standard pricing for everyone that walks in the door. This is because the needs and desires of every business owner is slightly different.
When a client’s website is ranking and is making them money, together we have created a revenue generation machine that’s working for that client day in and day out, 24 hours a day, 7 days a week. it doesn’t ask for a raise, nor does it ask for a day off. It has become an asset for that business, it’s no longer a liability.
This is what I strive to do with every client I work with – take a current liability and turn it into an asset. Sometimes it’s harder than others, no doubt. But I don’t stop until my clients are happy with my results.
If you’re sitting on a liability that you’d like to turn into an asset, give me a call and let’s talk about how to make that happen.