Need to supercharge your online presence in the local property market? You have more tools at your disposal than ever before.
As a property conveyancer, most of your business is likely to be sourced from your local area. An up-to-date website is a good start, but it's just one of a slew of online tools that can help boost your local profile – and you don't have to be a computer whiz to get started. Here are five smart ways to get your business noticed in the local community.
Search engine optimisation (SEO)
Many people use search engines like Google and Bing to find services. Ideally, you want your business to appear on the first search engine results page (SERP) because that's where most people click. Regularly updating your website with interesting, relevant content is the surest way to achieve this. Think about including content about why people use conveyancers and interesting articles about buying and selling a property.
Other useful SEO methods include keeping a blog, making your website easy to navigate, and sprinkling it with appropriate keywords. For the latter, including specific local search terms – for example, 'conveyancer brunswick' rather than 'conveyancer melbourne' – will help to attract local web traffic and customers.
Pay-per-click advertising (PPC)
Pay-per-click refers to the advertisements you see when you’re searching the web. The ads are priced using a bid-based system – advertisers bid on keywords and the ‘winners’ appear in the ad space on the search engine results page.
Each time your ad is clicked, you pay the search engine a small fee, hence the names pay-per-click (PPC) or cost-per-click (CPC). Generic search terms such as 'conveyancing quotation' tend to be quite expensive, so it's usually wise to bid on more specific and location-based searches. Try search terms based on the keywords you used on your website, such as ‘conveyancing brunswick’ or ‘property conveyancing costs’.
It’s important to note that PPC ads don’t simply go to the highest bidder; the search engine will also consider each business’s Quality Score before selecting the winners and the position of their ads. The Quality Score is based on the performance and relevance of the pages people see when they click through to your ads.
This means your ads need to be relevant and descriptive. Make sure the ad tells the audience who you are, what you do and what you can help them with. Try something like ‘Property Conveyancing Brunswick – Fast, reliable, affordable’ and link to the ‘What we do’ page on your website.
You can reduce your online advertising costs by improving your Quality Score (Bid x Quality Score = Ad Rank). To help with budgeting, some websites offer PPC ROI estimators.
Google My Business
Listing your business on Google My Business is a powerful way to promote your brick-and-mortar presence. The free platform spruiks contact details, street address, opening hours, and photos of your choosing, and helps you control how you appear on Google Search and Google Maps. The customer review feature might be daunting for some, but you can respond instantly via the Google My Business mobile app.
Facebook's one billion-plus daily users include plenty of home buyers, and Facebook advertising is a great way to connect with them. Ads can be targeted based on demographic information they've shared, as well as their history of likes, shares and other data. Facebook's Audience Insights tool aggregates and displays this data so you can fine-tune your message for users who are most likely to respond.
This means you can target your advertising to people who are talking about buying or selling a property, or who are looking at Facebook pages of websites that list properties for sale.
Referral ads and directories
You probably already have links with local real estate agents, and these can be leveraged further by asking them to post referrals to your business on their website. In addition, there are a number of online directories catering specifically to conveyancers. Subscription fees can vary, so be sure to check how they scrub up in user reviews.
In a competitive property market, it's important to have both visibility and credibility. Getting savvy with the latest online marketing tools will help to bring in more business and improve your sales prospects.
Author: Matt Meakins