“Ninety-two percent of all home buyers use the internet at some point in their home search, 42% use the internet as their first step in their home search.” (Zillow, 2015)
“A recent Zillow Group survey of homebuyers and sellers demonstrates that this year, 28 percent of buyers age 50 and younger now find the real estate agent they purchase a home through via the internet.”
I’m not a coach, and I’m not trying to sell you my marketing services. I’ve spent the past 8 years in internet marketing, with a specialty in Search Engine Optimization (SEO) for Financial Advisors, and am now trying to apply that knowledge to my own real estate business.
Despite the availability of internet marketing tools and resources, I’m amazed at how dependent most of the industry is on “old school” sales techniques. A majority of leading coaches, trainers, authors, and top producers across the country are preaching the same strategies – prospecting – cold calling and/or door knocking.
While these strategies have clearly worked for many successful agents in the past (and are still working in the present), I question their long-term viability, efficiency, or necessity as a strategy for ALL agents.
To be clear, I am not ready to declare “the end of prospecting” in real estate. While all of my leads and clients in my marketing business were either inbound (rather than disruption based outbound marketing) leads or referrals, that has not been the case in real estate – yet.
Instead, this blog will outline my efforts and experiences, both positive and negative, as a new agent attempting to build a (digital) real estate business.
Can Digital Marketing Replace Prospecting in Real Estate?
If you ask those “prospecting proponents”, many of them will tell you that it’s not going to happen, in fact, some will tell you you’re wasting your time worrying about online marketing at all.
Of course, that’s what the establishment in the music, video, travel, newspaper, and publishing businesses said too. In fact, it’s what most Advisors said back in 2009 before the more recent rush to the web.
Is Real Estate the ONE industry that inbound marketing doesn’t work for? Possibly. There are certainly challenges that are unique to real estate, . . . on the other hand . . . ?
I know that I hate being on the receiving end of cold calls or having a stranger knocking at my door to sell to me, and most consumers are telling us that they don’t want to be marketed to in this manner either. They are going out of their way to sign up for “do not call” lists, advocating for “no solicitation” neighborhoods, listening to ad-free music, and streaming commercial-free TV programming.
In addition, the data shows that consumer behaviors are shifting in the real estate market:
- Ninety-two percent of all home buyers use the internet at some point in their home search
- 42% use the internet as their first step in their home search
- 28% of buyers under 50, found their agent online
There’s no reason to think that these trends won’t continue.
Building a Real Estate Business
I will be detailing the marketing efforts and changes I make along the way. SEO, blogging, video, and paid advertising will be focal points of our digital marketing strategies.
Does this mean I’m ignoring “old school” marketing altogether? Heck no! 🙂
I know from experience that digital marketing takes time to develop, and while I hope that it allows me to one day eliminate traditional prospecting, I need clients today and traditional prospecting is the fastest and cheapest route to those early clients. Additionally, if I’m going to write about what works and what doesn’t, I really need to try it . . . don’t I?
I will be making phone calls and open houses prominent spokes in my marketing efforts, and will address my experiences with those traditional strategies as well.
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Understanding and Working with the Colors of the Web
By Brent Carnduff / May 10, 2013
The first thing that will be obvious from this article is that I'm not a computer programmer - I "speak"
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Take Triberr to the Next Level with Reblogging!
By Brent Carnduff / April 26, 2013
Have you discovered reblogging on Triberr yet? If not, you're missing out on a great opportunity!
Are you . . .
.
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10 Steps to Providing a Business Review on Google
By Brent Carnduff / April 24, 2013
Customer reviews and recommendations of local businesses has become an important element in attracting "local" customers to a business in
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4 Search Engine Optimization Benefits of Blogging
By Brent Carnduff / April 8, 2013
Are you in search of the SEO secret sauce? The one tool, strategy, or software package that will make all
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Is Klout Gaining . . . Clout?
By Brent Carnduff / March 29, 2013
As search engines move more towards "influence" indicators like "Google Authorship" and social signals, how long will it be until
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New Cover Photo Policy for Facebook Pages
By Brent Carnduff / March 20, 2013
The big news here is that Facebook has actually done something to make it easier (albeit, only a little) to
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Ecosia: Environmentally Friendly Search
By Brent Carnduff / March 13, 2013
Ecosia.org is a search engine mask - the actual search engine is powered by Bing and Yahoo - that is
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Fishing for Leads: PPC vs. SEO Keyword Selection
By Brent Carnduff / March 12, 2013
When I speak with business owners, the one thing that they all have in common is that they want to
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Webinar: Using an eBook to Market your Business – Gini Dietrich, Craig McBreen, Marcus Sheridan
By Brent Carnduff / March 8, 2013
Click on the Webinar below to watch presentation.
Gini, Craig and Marcus discuss:
The Benefits of Writing an eBook
Tips on how to
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Profanity and Professionalism
By Brent Carnduff / March 5, 2013
"If profanity had an influence on the flight of the ball, the game of golf would be played far better
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How to Write an SEO Friendly URL
By Brent Carnduff / February 28, 2013
The URL - Uniform Resource Locator - or address for your web page, is a key "on-page" SEO element. It
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Top 25 Marketing eBook Semi-Finalists
By Brent Carnduff / February 6, 2013
Following is a list of the Top 25 Semi-Finalists in our Marketing eBook Contest. Voting will be open to readers
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BrightTALK: Free Business Webinars “to Go”
By Brent Carnduff / February 1, 2013
What is BrightTALK?
BrightTALK is a dynamic webinar platform that sponsors and produces webinars from industry thought leaders and experts. The
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Book Smarts: Outsmarting Google – SEO Secrets to Winning New Business (by Evan Bailyn)
By Brent Carnduff / January 30, 2013
If you find yourself in a position of trying to sort through all of the SEO information, misinformation, and sales
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The Top 10 Financial Blogs of 2012
By Brent Carnduff / January 24, 2013
Thanks to everyone who nominated a blog, to Marie Swift, April Rudin and Victor Gaxiola for lending their time and
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How to Customize Your LinkedIn News (Pulse) Stream
By Brent Carnduff / January 17, 2013
LinkedIn offers users an updated stream of the day’s “news” near the top of the LinkedIn Home page.
Named “LinkedIn Pulse”,
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2012 Top 10 Search Marketing Blogs
By Brent Carnduff / January 11, 2013
Love it or hate it, Search Marketing - Search Engine Optimization (SEO), Local Search Optimization, and Pay Per Click advertising
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Having Trouble Verifying your “Local” Business? Call Google for Help!
By Brent Carnduff / January 9, 2013
Yes, you read that right, you can now call Google Local for help with "local" business verification issues.
For many of
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Deux yeux TeuxDeux? (Do You “To-Do”?)
By Brent Carnduff / January 3, 2013
Are you a list maker?
Do you organize your days, weeks, and months with lists? Are you always searching for a
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Would you Rather be “Thanked” or Re-tweeted?
By Brent Carnduff / January 1, 2013
This is not a rhetorical question - I'd really like to know!
Sandy Appleyard, one of my Triberr tribe-mates, recently posted
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Is Your Thumbnail Image Costing You Business?
By Brent Carnduff / December 20, 2012
How much time did you put into picking your thumbnail picture? You know . . .
. . . that little
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Have your Favorite eBook Judged by Gini Dietrich, Marcus Sheridan & Craig McBreen
By Brent Carnduff / December 12, 2012
Have you written a marketing eBook or White Paper?
Or maybe you've found an eBook that has helped you in some
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Google+ Introduces “Communities”
By Brent Carnduff / December 7, 2012
Google quickly rolled out "Communities" yesterday. "Communities" are Google's answer to Facebook and LinkedIn Groups - a place where like
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2012 Marketing eBook Contest
By Brent Carnduff / November 30, 2012
5 Reasons Every Small Business in the World Should Write an eBook
That’s right, you should have an eBook. And no,
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The Content Marketing Dream Team
By Brent Carnduff / November 29, 2012
The original "Dream Team", the 1992 U.S. Olympic basketball team was the first comprised of NBA players. Timing and events
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25 Tips to More Effective Marketing on Pinterest
By Brent Carnduff / November 23, 2012
Pinterest is the 4th largest generator of website traffic on the internet, it generates more revenue than the other top
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Pinterest for Business: Time to Take Another Look?
By Brent Carnduff / November 19, 2012
Pinterest has been busy the past few weeks, first introducing secret boards, then verified accounts, and now business pages.
So, what
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No Use for Foursquare? Think Again.
By Brent Carnduff / November 13, 2012
Have you checked out foursquare yet? Maybe already looked into it and decided it wasn't for you?
You live in a
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The Impact of Blogging on Website Traffic and Leads
By Brent Carnduff / November 7, 2012
Blogging has long been touted by marketers as a powerful business marketing tool. Personally, my bias generally takes me to
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eBook Writing Challenge: Are You Ready to Write an eBook?
By Brent Carnduff / October 31, 2012
"NaNoWriMo" - mean anything to you?
It stands for "National Novel Writing Month", which officially begins its 14th annual campaign tomorrow,
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Why Claiming Your YELP Listing is Must for Local Business
By Brent Carnduff / October 26, 2012
Yes, I really said that YELP is a MUST!
We already know that most people, when looking for information about a
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Too much Triberr?
By Brent Carnduff / October 22, 2012
Too much [Triberr]? What's that mean?
It's like too much money, there's no such thing
It's like a girl too pretty, with
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The Most Important Element in Local SEO: Reviews and Recommendations
By Brent Carnduff / October 15, 2012
Local SEO: Reviews and Recommendations
Okay, now we're making progress! You've registered with the "Local" search engines, created numerous (are you
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10 Steps to Dominating Local SEO in 2013 (Free Webinar)
By Brent Carnduff / October 13, 2012
Appear on the first page of search engines for industry and location based search (i.e. Boise Plumber)
"Local" SEO should be
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Adding Adwords Conversion Tracking to Your WordPress Website
By Brent Carnduff / October 8, 2012
What is Conversion Tracking?
What action would you like your visitor to take once they get to your website - make
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LinkedIn Offers Personalized Banner Image for Company Pages
By Brent Carnduff / October 5, 2012
This shouldn't come as a big surprise to anyone, right? With Facebook, Google+, and more recently Twitter offering personalized banner
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Local SEO – Step 2: Preparing Your Website for Local Search
By Brent Carnduff / October 4, 2012
Much of "Local" Optimization is focused on "off-page" factors - registering with the search engines, creating citations, building links, and
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Klout Gains Influence: Will it become a Factor in SEO?
By Brent Carnduff / September 28, 2012
Bing, who already has a partnership with Facebook, and earlier this year announced new partnerships with Foursquare and Quora, yesterday
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Local SEO – Step 1: Listing Your Business on the Search Engines
By Brent Carnduff / September 26, 2012
Search, from both sides of the equation - the searcher and the search engine - has become much more local
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Local SEO: The Most Important Online Marketing Strategy for Most Small Businesses
By Brent Carnduff / September 24, 2012
The Question
Depending on your resources, market, and goals, there are countless internet marketing tools and strategies available to you and
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Twitter Now Offers Personalized Banner Image Headers!
By Brent Carnduff / September 20, 2012
Twitter's joining Facebook and Google+ this week, allowing users to add a banner style image to their headers.
The Home, Connect,
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SEO Demystified: SEO Doesn’t Confuse People – People Confuse People
By Brent Carnduff / September 17, 2012
The one constant that you can count on in SEO is change - new rules, new restrictions, new algorithms, new
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Building a Blog Following the Jeff Bullas Way!
By Brent Carnduff / September 14, 2012
"Writing is sometimes the easy part. The real secret is learning how to use social media marketing and email marketing
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Facebook is for Likes Not Leads
By Brent Carnduff / September 10, 2012
Is your business on Facebook? How's that working out for you? No, seriously- I'm curious.
900 million people on Facebook .
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How Important is SEO? New Research + Infographic
By Brent Carnduff / September 7, 2012
Is your site optimized for organic search?
According to recent research out of the U.K. (GroupM UK, Nielsen) and published by
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Do You T-r-i-b-e-double rrrrrr?
By Brent Carnduff / August 30, 2012
"... it takes only two things to turn a group of people into a tribe: a shared interest and a
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2 Free and Easy Ways to Find the Perfect Blog Post Photo!
By Brent Carnduff / August 29, 2012
So you've finished writing and editing your article, crafted a great title, and are ready to hit "publish" - as
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6 Marketing Books that Changed My Life
By Brent Carnduff / August 27, 2012
Are you marketing out of passion or necessity? Although there seems to be an ever growing number of internet marketers
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Finding Your Blogging Voice
By Brent Carnduff / August 25, 2012
Wow . . . a blank page,
. . . a clean slate,
. . .a fresh start . . .
. .
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