Last week I jumped a bit off topic to talk about creating SEO-friendly content and a little about the misuse of direct mail by most investors. I wanted to cover these topics because I’ve seen many inquire about them in the marketing section of the BP forums.
People ask all of the time about direct marketing, from how much should they spend to how unique the letter or post card should be constructed. Basically, last week I wanted to put something out there for those who wanted the so-called “correct” way of doing this so that they can get the best return on their money possible.
Today comes another big step into getting tons of eyeballs onto your website after you’ve created “epic-wow” type content. Now comes the time for you to start the offline approach of putting your business in front of thousands of people. One of the ways to do that is by creating more content catered to the local market and linking out to other businesses in the city.
Linking to Resources
One of the top ways to dominate your local real estate market is by getting your business website in front of the thousands, if not millions, of people in your city. The question comes down to: how can I do this all for FREE and still continue to run my RE business at the same time?
What we need to do is piggyback off of the local businesses in the city who have the following:
Just for this presentation, I would like to use the local Chamber of Commerce as an example. Every city has a Chamber of Commerce, and all of them have some form of social media. That goes for all of the top local businesses in the city also. Most everyone has at least a social media presence, even if they don’t have a website.
So this form of marketing that I will be showing you below can still be achieved even if the businesses you’re focusing on don’t have a website. The key to this form of marketing is to be consistent and engaging — so that people will trust you enough to take action.
The Step-by-Step Game Plan
One thing about being a marketer like myself is that I’m always thinking of ways to dominate my local market without spending a dime on advertising. So if you’ve followed me for a while on BP, you’ve probably come across some of my posts talking about doing keyword research, like when I talked about how a homeless guy found 8,300 buyers online in 10 minutes.
Research & Write
What you need to do is perform a little research on the local cities that you want to do business in and find out about their Chambers of Commerce. Now, let’s say that there are 7 local COCs in a 50 miles surrounding area of where you are wanting to invest.
All you have to do is write some “epic-wow” content about each one of those COCs. You can find some information about them online, or just go on in and interview the President. Next, take that content and post it to the “Current Events” section of your RE website, which I encourage everyone to include on their site. Make sure that you link back out to the COC website, as well as all of their social media platforms.
Once you click “publish,” the magic will start to flow into something amazing. What you have just implemented is what we call “linking to resources.” From here, you’re equipped with the power to get your business in front of those who are a part of that local COC website and social media networks.
Promote Your Work
Contact the COC and tell them that you just linked to their website and social networks. Send the link to them, and ask them if they can share it with their audience.
Go out and start promoting that link with all of your social friends online. Remember that most of the social friends that you have are located within 30 to 40 miles of you. This should work well because the content that you’re sharing is something local businesses will be more interested in, rather than something more general you could be writing about.
Starting again with “Research & Write,” rinse and repeat for other businesses.
Now, let’s say that the COC has over 10k people total on all of their social networks, including the members of their website. Once they share it on the social networks and email it out to all of the members of the site, then you will see what we call “peak traffic.”
This is the traffic you get right out of the gate when you start your promotion efforts. So your effort of promoting and the COC sharing that page, which includes their links and more, will start a snowball effect of traffic coming through.
Out of all of these people on their social network, let’s just say that only a measly 10% of the people click through to see your content about the COC. What you’ve just done is placed your business website in front of 1,000 people, who are the following:
- Rental Property Seekers
- Potential Foreclosures
- People Behind on Mortgage
Once these people are on your site, then you have the ability to get them to opt in as a lead. But the issues come into place if your real estate website is not an educational website. If it doesn’t educate the readers by solving one of the issues above, then your response opt in rate will be low.
Every company that receives local press is not going to turn down an opportunity to spread the word. They want the community to see them as head leaders in their industry, which will show that their reputation is strong in the city. For this reason, they will share and encourage their staff, family and friends to also share it — not knowing at the same time that they are driving massive amounts of traffic to your website all for free.
How powerful is that?
Now it’s your turn to weigh in: Have you tried this method of online marketing? What tips would you add to my process?
Leave a comment, and let’s talk marketing!