real estate web strategy success

Real Estate Web Strategy Success ‐ Session #3 ‐ Live Interactive

February 10th 2012 ‐ Key Yessaad (910) 538‐6610

(c) 2007‐2012 ‐ Real Estate Web Trainer, LLC. ‐ (c) No Duplication Allowed 1

The Internet is about Marketing

Listings!

Real Estate Web

Strategy Success

THE VERBS OF THE INTERNET AREHYPERLINKS!

Session 3: Hyperlinks, Landing Pages, & Internet Presence

THANK YOU!

Thank you Kevin and Emma Ahearn for inviting me to train over your

©2007‐2012 ‐ Real Estate Web Trainer. LLC. – A Workshop Designed by Key Yessaad

f g yLive Interactive System!

ABOUT KEY YESSAAD

Real Estate Internet Strategist:Web Trainer on Internet Marketing Strategist.I have held near 200 large scale trainings and over 3 500+


I have held near 200 large scale trainings and over 3,500+ participants.

Every Website I have designed has reached of Google Organically and is managed by its Owners.

Generating Leads is only one layerof Web Strategy – Generating Listings is truly the meaning of Success Online!

This is Pure Training - I have nothing to sell you!!!




MY UNFORTUNATE STYLE

Very Excitable & Lively.

Results‐Oriented & a bit in your face.


“Will you allow me to challenge your preconceived notions about the Internet?”

Is it ok if I nudge you? You may not like it!!! (about me: I avoid the tendencies to flatter you so you like me…)

My Intention is to empower you!!!

And share practical ideas that will help you grow your internet presence…

COURSE DESCRIPTION

Internet Marketing, Web Strategies, Google Presence, and how to use your website to generate leads organically. The core of Search Engine Optimization (SEO), or Organic Placement, are now the bedrock of your growing Marketing Success Story. This

Real Estate Web Strategy SuccessReal Estate Web Strategy Success


now the bedrock of your growing Marketing Success Story. Thiscourse was designed to be practical, solutions‐driven, and full of practical Homework. This is not about theory – this is about meeting your clients online and being able to generate your own leads organically – and the best ones are Listing Leads. Do you have a proper Internet Presence?

A 10‐hour Course in 4 sessions (Each session is 2 1/2 hours long with time for your questions and discussions.)

SESSION 1

And ‘No,’ Marketing on The Internet is not ‘Internet Marketing!’ Real Estate Agents advertise to drive customers to them, and many still do – but it is getting harder. What is

The Principles of Internet Marketing and SEO:The Principles of Internet Marketing and SEO:


, y g git that you must master in “Search Marketing” so you continue to be the one Sellers and Buyers love to work with. You must go beyond understanding the psychology of your customers – you must also become familiar with the thinking of Search Engines and Ranking. It is this lack of deep understanding of the internet that makes Agents and brokers go on a buying spree of tools with very little results to show for it.




SESSION 2

Yes, Yes,… Vendors call them Websites – I prefer the word ‘container’ because it alludes to holding your Marketing information and making it available to your customers.

The Fundamentals of your Web Container:The Fundamentals of your Web Container:


g yWhat’s the challenge? If your container is not visible to Google and Search Engines then what you have is purely a Glorified Business Card. You must learn not only what your Website must have to grow organically, but more importantly the habits you must develop Online to grow you influence and generate leads.

SSESSIONESSION 3 3 –– TTODAYODAY

The Core activities of Internet Marketing is storytelling; when you blog, share videos, upload listings, you are building a narrative on the internet, and the verbs that you

Hyperlinks, Landing Pages, and Internet Presence:Hyperlinks, Landing Pages, and Internet Presence:


g , ymust master are Links, or more precisely hyperlinks. But the best Links are called Strategic Links because they connect to properly created Landing Pages within your website and are sticky. Sticky Websites generate leads – you must learn how to create each one of these elements because you are the Real Estate Marketer, and believe or not – they are easy to make…

SESSION 4

Prospecting is job One for a successful career in Real Estate –Do you know how to “Internet Prospect?” A successful SEO Strategy requires a combination of ingredients; a Web

Blogging, Social Media, Internet Traffic, and your SEO Essentials:Blogging, Social Media, Internet Traffic, and your SEO Essentials:


gy q g ;Container, Blogging, Keywords, Hyperlinks, Strategic landing Pages, and a Plan of Action in which you tell regular stories and place them on the Internet to drive traffic back to your website. This is not a difficult skill, it just requires you to switch your habits a bit and focus them in the right actions for the right results.




IMPORTANT THOUGHT

Whether you are primarily a Listing Agent, or a Buying Agent you must develop a Prospecting Mindset!

Who can Share some thoughts on what it means to have a Prospecting Mindset?


Mindset!

Yes, part of your job is Processing the business you have, and taking care of your customers; But Prospecting is always Job 1!

Don’t let the daily routine of your business consume you so much that you stop Prospecting!

TAKING NOTES…

Take copious notes –

I will give you a link for a PDF of these slides that


I will give you a link for a PDF of these slides that you can download after the session. Don’t fixate on the slides – it is your notes that matter the most.

The Notes you take are more powerful than the handouts I give you… your brain formulate importance as you write in your “own” words… and Be Engaged!!!

YOUR HOMEWORK

1. If you have not completed your Bio please do so and make sure you post it in the websites I shared with you in Homework #1. (Instructions for

3. Start developing a Prospecting Mindset and start thinking about how you can use your website for that purpose.


Homework #1 will be available for you to download along with this file.)|

2. Write your first blog. Make it simple and write about what you know. If you have a listing write a good narrative for it. If you are prospecting a neighborhood talk about the local schools; or anything that you think matters.

4. Decide whether it is appropriate for you to have a Website!

5. Research the various vendors in your neck of the wood and make a decision to jump in.

6. Know your primary areas of Business –including neighborhoods and Primary Cities.




WHAT IS MY JOB TODAY???

To Learn about Hyperlinks, Strategic Links, Anchor Text, and proper positioning in your content!


positioning in your content!

To Learn about Landing Pages, and how to use them to drive traffic!

Inbound Marketing is about using Hyperlinks to drive traffic back to you!

THE LORENZO WHAT?


KEY IDEAS FROM VIDEO

The Lorenzo Von Matterhorn:

When he said “Basic Knowledge of Website Design” I would substitute “a working knowledge of Blogging ”


substitute a working knowledge of Blogging.

“A very Unique Fake Name;” – what are our Real Estate Attributes that we can use instead?

Neighborhoods, Cities, Counties, type of Properties, etc…

But the main idea behind the video is: We live in an age of Validation or Google‐ability. What should you be validate for?

Show: “How I Met Your Mother”




SEXIEST TOOL

What is the sexiest tool in your computer?

Copy and Paste or Cut Paste


Copy and Paste or Cut Paste

Ctrl‐C for Copy(Ctrl‐X for Cut)

Ctrl‐V for Paste

Why is it that Ctrl-Pis not the shortcut for Pasting Text?

It had already been assigned as a shortcut for Print.

WHAT ARE HYPERLINKS?

A Hyperlink (or Link) is a reference to data, pages, websites, or documents that reside in another location; typically triggered by clicking on a highlighted word or image.

Without Hyperlinks the internet would be called a Big Book!


Hyperlinks help us browse or navigate to locations on the internet.

Example: http://www.talk2jason.com/Web/AR428694/Blog/post/?post_id=20079

Or: The property is located in Rossman North Carolina.

Book!

EXAMPLE

I am Cindy Beam and I am a Team member of MySearchForHomes.com TEAM. We work together closely to provide our clients with the best service and paying attention t d t il


to detail.

As a full time professional licensed REALTOR in the State of Tennessee. I specialize in residential, condominium, and commercial properties in the Middle Tennessee area which include Davidson and Williamson County. More specific and surrounding areas including Franklin, Brentwood, Nashville, Thompsons Station, Spring Hill, & Downtown Nashville Condos.

Text extracted from Cindy Beam’s Bio.




ANCHORED TEXT LINKS!!!

The text that has an underline and links to another page or website is called Anchor Text, Link Label, or Link Text.

e g : For more information click the link below please

The Anchor Tells Google and Search Engines your focus


e.g.: For more information click the link below please.

For Real Estate the above link is weak… the text that is linked tells Google how to index the page that follows it…

Avoid the silly statement “Click Here”; people know that if text is underlined it is a link!!! Your Customers are smarter than you think!!!

and desired concept to rank for!

EXAMPLES

Bad Example:If searching for homes in Halifax click here and you will be able to find all the homes in the area along

Both links work just fine; One tells Google what you are focused on; the


be ab e to d a t e o es t e a ea a o gwith additional tools.

Good Example:In our website we offer our visitors many tools one of which is the ability to search for homes in Spring Hill Tennessee as well as surrounding areas.

are focused on; the other Not!

CREATE LINKS – CTRL-K

How do you create a link?

Know your URL Destination


Know your URL DestinationCopy URLCTRL‐KPaste URLor CTRL‐V




LET’S CREATE A LINK

Let’s use Bradley Tucker to create a link in one of his text


a link in one of his text Selection.

1. We will use MS Word in one.

2. The other we will use his direct link in one of his Bios Online!

STRATEGIC LINK

A Strategic Link is a Hyperlink that leads to a Dynamic Page of


that leads to a Dynamic Page of “Active Listing Results” driven by an IDX Feed; following a narrow Search Criteria.

EXAMPLE

Autumn Woods in located in Lexington, SC only minutes from endless shopping and


dining. Autumn Woods is near to interstates, downtown Lexington and downtown Columbia, SC. Students residing in Autumn Woods attend White Knoll schools. Take a look today at Autumn Woods and see what you've been missing.




STRATEGY

Sending Customers to your Home Page is NOT Strategic – it is in fact silly more work


for them…

Your Landing Pages should become your main entry points!

Let’s Look to mySearchForHomes.com as an example.

LANDING PAGES

Landing Pages are Dynamic Driven Web Pages with active listings that follow a


narrow criteria and that can be used over and over again.

Dynamic refers that it continuously updates with the most up to date Listing results that follow the criteria created!

EXAMPLES

In iHouse and how to create them.

In Onjax and how to create them


In Onjax and how to create them.

Then I will take your websites and will show how if they are offered!




STRATEGIC LINKS

Good Strategic Links go to Landing Pages that you have created within your Website:


Sub‐Domain Driven: BoomTown, Market Leader, & Kunversion.

URL Given – example Tucow

Page Driven Landing Pages – example Onjax and iHouse.

REFLECT

Passive Websites destroy Marketing?

Marketing is Storytelling and as such must


Marketing is Storytelling and as such must be an Active Endeavor. Your Website MUST have the Tools that facilitate those stories.

Marketing is Storytelling that reflects not just your product but also who you are and your values!

BIG PICTURE

What is the Big Picture?

Landing Pages create focus on what you do


g g yand where you do it.

The more focused your content the more you will rank higher.

Links that are properly used drive traffic to your Landing Pages – Not your Home Page!




HOMEWORK AND PDFS

Location of Homework Material:

http://keyseoblog.com/rewss‐

Real Estate Web Strategy Success Real Estate Web Strategy Success –– Session 2Session 2


p y gsession‐2‐homework/

Or

http://wp.me/PmEnK‐xa

KEY GRINDER

Who Wants to Volunteer their Website to go through the “Key Grinder!”


This means that you ask me to look at your website and see potential flaws, critique them, and offer either solutions that you can fix – or ask you to seek more tools or a better container.

Must have a strong stomach!

PONDER

“If you build it and Google visits;They will come!”

©2007‐2012 ‐ Real Estate Web Trainer. LLC. – A Workshop Designed by Key Yessaad-- Field of Internet DreamsField of Internet Dreams




STOP SELLING EXIT!!!

Strange huh!!!

The Brand is already selling itself!


Sell the Market, Neighborhoods, and Real Estate Solutions.

Being on Page 1 of Google under the concept Exit Realty means little compared to the concept Baltimore MD Real Estate.

Pages about Exit Realty are only a portion of your content –95% of your content should be about solutions that help Buyers and Sellers!!!

WHAT IS A STRATEGIST?

The word “Strategy”

conveys the idea of planning for the long term;


the long term; methodical work that adds up to something larger with a vision for

success.

“it is very Difficult to compete in Real Estate

without a Website!”

“Embrace it and Go for it!”

HOW DOES GOOGLE KNOW YOU?

You Tell it!!!

Google is waiting


Google is waiting for you to tell it…

Then it looks for reinforcing links to you…

So STOP pretending you sell Real Estate Everywhere… and focus, focus, focus… as in Local, Local, Local…




DEVELOP A CONTENT MINDSET…

Since the new ways of Marketing are driven by content –you need to become aware of all your surroundings;

Everything you do daily could lead to content – in fact it


Everything you do daily could lead to content in fact it does…

Meetings and Events are content…

Colleagues accomplishments are content

Business Media Stories are content

Start consuming content and you will be amazed at how much content you can generate…

CONSIDER JOININGTOASTMASTERS

You will become a better speaker and as a result will close more of your Listings Presentations.

Y ill b ild fid d iti ill b


You will build confidence and recruiting will become easier.

Networking will become a natural part of your business.

http://toastmasters.org/

LEARN TO TAKE SCREENSHOTS

Screen Shots or Screen Captures allow to create graphics to use in your Listing Presentation of your website and of anything on your computer screen.

When building graphics and stats for your Listing Presentation this is the best tool:


The Snipping Tool is Perfect for This…Show your WebsitesShow your StatsShow your Ranking




A NOTE ABOUT ASSISTANTS

They are your Best Investment!!!

As the Realtor / Broker you MUST be engaged in this process… Implementation can be that of


p pyour assistant but you MUST review their work… and offer constructive criticism…

Give them Proper Training and Guidance…

They are your best asset… A good assistant can work on 10 to 20 pages a week and get you ranked faster than any charlatan out there who is doing SEO…

CONSIDER THESE 2 BOOKS

“The Maxwell Daily Reader” b J h C M ll


“The 7 habits of highly effective people” – by Stephen R. Covey

– by John C. Maxwell

real estate web strategy success

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