Realtor advertising is expensive, time consuming and often doesn’t get the expected results.
I know, right? It is one of those jobs that has to be done – it’s pretty much impossible to get listings or sell properties without realtor advertising. But it’s also one of the most difficult tasks to do correctly and stay on budget.
In today’s marketplace, the focus should be – has to be – on mobile first. #MobileFirst is nearly always a trending hashtag on any platform, and there are good reasons for that. In case you’re not aware of Google’s latest update that gives preference to mobile friendly results in search, let’s walk through it quickly.
To recap, our crawling, indexing, and ranking systems have typically used the desktop version of a page’s content, which may cause issues for mobile searchers when that version is vastly different from the mobile version. Mobile-first indexing means that we’ll use the mobile version of the page for indexing and ranking, to better help our – primarily mobile – users find what they’re looking for.
This has an impact on realtor advertising in a number of ways:
First, it means that if you aren’t producing mobile friendly pages as part of your realtor advertising campaigns, you are getting pushed down in the search results listings from the very top down. That’s right, Google is punishing you.
You’re already fighting with Zillow, Redfin, and every other platform that’s steamrolling the real estate industry; trying to get your listings and reviews and other positive media out in front of prospective customers ahead of the big platforms. Unless you’re spending a large percentage of your realtor advertising budget with these platforms in order to compete.
Second, it means that people won’t see your marketing collateral and advertising campaigns nearly as much as they used to see them, if you aren’t optimized for mobile.
What does that mean? For starters, check your pages that are out there on the web. Are they responsive? The listings platform you are using may already have this covered, and if so, kudos to them. If not, start looking for a new platform.
Are you sending out a newsletter or updates to your prospects list? Make sure it’s either responsive or has a mobile friendly version as well. Especially if you are using a platform like Mailchimp to send, in conjunction with an RSS feed. You’d be surprised how many people see your MC newsletter if you opt to have the platform post to your social media feeds.
Let’s talk about social media and realtor marketing for a moment.
Unless you live under a rock, you know that social media is changing rapidly. Your reach and ability to advertise effectively on social media is being GREATLY impacted and it’s only going to get harder as more people determine that they don’t want to share as much or see as much targeted advertising. Nothing you can do about that.
In the same manner that print advertising, postal service mailers and ads on grocery store carts used to be super effective, we’re seeing single page websites, platform listings and social media advertising become less important, and very quickly.
Mobile is the most important piece of your realtor advertising strategy in the immediate future.
If you aren’t gearing up to transition your campaigns to focus on mobile, you’re going to see your cost of advertising rise exponentially to achieve the same results. You’re also going to find that you work longer and harder to achieve the same results that you got a year or two ago with the online tools that you’re used to using.
This isn’t something that has to happen; it’s entirely possible to create a simple mobile hub that utilizes all of your collateral – print, video tours, platform listings, social media postings and more. Using mobile to present all the available materials (and to encourage current customers to refer you) is a fairly straightforward process, if you choose the simple and easy method of distribution.
I’m sure you’ve figured out that we’re pushing you to test out our platform, if you haven’t already. Mobile wallet campaigns make it easy and cost effective to start reaching out to prospects, current customers and nearly anyone who comes into contact with any of your realtor advertising materials.
We’d love to give you a demo of the platform and show you how it can work for you and your business.