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How Realtors & Brokers Can Boost Their Digital Presence to Find Clients

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Our world has become increasingly digitized over the past few decades, and the house hunting market has kept pace. Home buyers and sellers expect any and all businesses they interact with to have a digital presence and engage with its customers on multiple channels. To that end, consumers are utilizing the internet on a rapid scale to find information about local realtors and brokers, homes for sale in their area, “how-to” videos, customer reviews, and more.

In-person relationships with realtors and brokers are still important, as these professionals play a critical role in bridging the gap between buyers’ internet research and the process of viewing and purchasing a home. However, without a strong digital presence, you are missing out on opportunities to be discovered by prospective clients. Here are some tips to make sure customers can easily find and learn more about your services online.

Start With Your Website

Given the myriad of low-cost (and often free!) website-building services available, there is no excuse for not having a modern, up-to-date site. With 90% of home buyers searching online during their home buying process, and real estate-related Google searches growing 253% over the past four years, customers expect your information to be clearly displayed and easily accessible. The most important first step is to make sure your website is easily searchable and contains accurate contact information and reviews from previous clients. Not sure where to start? Moz offers a great SEO primer to help ensure your website gets indexed by the major search engines.

Go Mobile

Home research is no longer confined to seeing a billboard, yard sign, or business card—it’s happening while we’re watching TV (36% of new home shoppers), at work (31%), waiting in line (28%), and dining at restaurants (27%), thanks to the power of the smartphone. One of the most effective ways for realtors to make sure they are discoverable at this level is to build a website that is responsive. This means that the layout and/or content resizes to fit the size of the screen it’s being read on. This way, you’re giving visitors to your site (potential clients!) the best experience possible while they are reading up on your services. Other mobile marketing techniques include search and display ads, text messaging, and mobile apps.

Don’t Underestimate Facebook

The world’s largest social network isn’t going anywhere anytime soon. The Pew Research Center estimates that 72 percent of all online U.S. adults visit Facebook at least once a month. The most active Facebook users are millennials, who also happen to be the largest group of homebuyers. See where we’re going with this? It’s easy and quick to create a Facebook page for your business. Keep your content interesting with this rule of thumb: post 80 percent non-business posts and 20 percent promotional content. Within that 20 percent, you can showcase your new home listings, client testimonials, and congratulate new home buyers. The bottom line? A Facebook page may be your best bet for reaching this coveted group of millennial home buyers.

Get Discovered in Your Area

“Local” search terms and websites are extremely important to buyers, with 69% of home shoppers who take action on a real estate website starting their research with a local term, i.e., “Denver homes for sale,” on a search engine. Make sure that your website and social media channels highlight the fact that you are an expert in your area. A great way to do this is by sharing events, activities, attractions, and landmarks that showcase the liveliness and culture of your city. Visually rich platforms like Instagram and Pinterest are great tools to visually show off an area and generate buzz.

Another way to make sure that customers in your area can easily find you is by setting up Google Adwords with location targeting. Location targeting shows your ads to people searching near you, which helps you focus your advertising in areas where you’ll find the right customers. Just as in real estate, location is everything, and even the greatest ad probably won’t perform well if it doesn’t appear in the right places.

Internet research and social media are sure to play ever-increasing roles in customer decision-making, so it is imperative that new customers can easily find your services online. No matter if you’re a new realtor or a seasoned professional, we hope these tips help you strengthen your digital presence to attract new clients.

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Written by David Smethie