The real estate industry has seen a rapid shift from traditional marketing to digital ones, with the growing number of millennials buying homes to date. A 2020 survey by the National Association of Realtors shows that they make up the largest share of homebuyers in the U.S. That's why as realtors, it is crucial to keep up with the needs of this technologically savvy generation. 

Developing a website and posting on social media might be helpful, but it is not enough. While it is true that investors will make a final decision once they see the property in person, they will also likely research it first before viewing the properties. That said, you must ensure that your listings appear on top of the search engine results page when people search for a property and that it is well-promoted for customers to be aware of your services and why they need to try you out. But how do you achieve that? The answer:  by having a solid search engine optimization (SEO) and public relations (PR) strategy. 

To help you understand it further, here's how PR and SEO reshaped the real estate industry. 

What Are the Benefits of Implementing SEO in the Real Estate Industry?

Essentially, search engine optimization (SEO) is a strategy that helps businesses increase traffic and rank higher in Google and other search engines. It allows your listings to be visible to users among the billions of websites appearing in their SERPs. While SEO uses keywords and backlinking to optimize content, it is also a must to create a good user experience to meet your client's needs as it arises. 

With 97% of homebuyers relying on the internet to search for real estate listings, more and more realtors are now incorporating SEO in their operations. That's why being digitally present and showing up at the right time when a buyer looks for an agent is critical to the success of a real estate business. Here are some examples of how SEO reshaped the real estate industry:

SEO Served as a Lead Generation Engine in Real Estate Businesses

An effective real estate SEO strategy is integrated into a business's sales and marketing funnel rather than standing alone. Therefore, SEO creates fresh points for new prospects to enter the sales funnel and guides them directly to conversion points on the website. It can be through contact forms, newsletters, and local data-driven market research to gather information and understand the demands of potential customers. 

As with any lead generation plan, a real estate business's success will increase once you meet the needs of your target audience through proper market segmentation. For instance, users looking to buy or rent a property differs from the ones looking to sell their properties. Each has different needs and wants, so ensure to tailor your SEO program to cater to their demands. 

The Return of Investment of Using SEO in the Real Estate Industry

According to a study by Outbrain, organic search generates 300 percent more traffic than social networking. Furthermore, according to a survey performed on Twitter by Search Engine Journal, 49% of marketers say organic search has the highest return on investment (ROI) of any digital marketing strategy. The statistics demonstrate that SEO increases traffic, which boosts earnings. However, SEO is a long-term strategy, and its effects may not become apparent for several months. Even though you won't get a return on investment as quickly as you may with paid advertisements, persistence and time will allow you to connect with some of the millions of users who check in every day.

Another reason why it's worth investing in real estate SEO is as follows: 

• SEO experts help in navigating discriminatory housing regulations and compliance with NAR advertising policies for digital advertisement

• SEO allows businesses and customers to develop lasting relationships with new and prospective home buyers. 

• SEO helps in positioning your business and making it visible in the marketplace. 

What Are the Benefits of Implementing PR in the Real Estate Industry?

Now that you have established your online presence, which means you've optimized your website and content and created strong social media branding, it's time to promote your business through public relations. 

Unlike social media shares, email campaigns, and blog posts, social PR brings in a third-party—trusted personnel, a local newspaper, or a public figure—to promote your services and why they need to choose your company over others. It serves as digital word of mouth and is one of the most powerful marketing strategies you can use. 

PR Helps in Gaining Exposure for Your Real Estate Brand

Utilizing other resources in PR, like influential people and popular publications, paves the way for your brand to be recognizable in your community. Similar to SEO, PR strategy takes time until you see tangible results. But sticking with your community plan and having solid persistence will bring numerous benefits to your company, such as building beneficial relationships with customers, more acknowledgments, and high praise for your company. 

PR Helps in Developing Relationships With Sources Who Have Large Followings

Establishing relationships with influential people, such as writers, editors, journalists, reporters, publicists, and other media professionals, is helpful when incorporating public relations. They can regularly publish and promote your content and help introduce your services to new audiences. A solid online presence is essential since the more fans and followers you have, the more likely it is that publications, podcasts, radio stations, and other media sources will want to feature you and your material.

PR Helps in Building and Maintaining Your Real Estate Brand Reputation

As you develop close relationships with respected media networks and similar entities, you'll realize that your company name is gaining more traction than before. More people will recognize your name either through newspapers or other promotional endeavors. 

PR helps publicize your brand in many ways and leads more people to check out your online presence and what you can offer. While it takes time to gain success, these marketing efforts will surely increase your real estate brands' exposure, unlike other strategies. 

Bottom Line

With homebuyers utilizing the internet to find or rent properties, setting goals is important to your business, especially when fine-tuning and creating a powerful online presence to help your real estate brand be more recognizable. Maximizing real estate SEO and PR strategies as a real estate agent allows your business to develop credibility and brand influence, building a bridge to reach future investors easier.