Did you know almost half of all Google searches for the keyword “real estate” include a geographic modifier?
That means if you are still using your name as your only brand you are missing out on almost one in two Google prospects. Don’t get me wrong. Every Rainmaker I talk with has their name as a domain…it’s an intuitive domain for the occasional customer or referral source that types in your name blindly because they don’t have your true domain at hand. But your name should not be your brand.
Consumers Use Geo-Domains to Find Properties and a REALTOR
In a recent analysis (published April 2009) by RealEstateNet that studied more than 1.2 billion Google searches for “real estate” over a one-year period, 545 million contained a local geographical modifier + “real estate.” It stands to reason. Consumers who use search engines to find properties are generally clueless. Why try to be lucky with a generic search if you know the domain of a good local real estate website? (That’s why the vast majority of web traffic comes from direct navigation and referrer links – not search sites.) What do prospects type in? The community that interests them and the word “real estate.”
Geo-Domains Generate More Traffic and Business
Successful Rainmakers take advantage of this quirk of consumer “localism” – they register domains anchored with their local market communities – everything from their region (Mid-Atlantic) to their state (Virginia; VA) to their county (Arlington County, Arlington Co) to their town (Arlington), to their neighborhood markets (Westover). Ideally these geo-domains include a geographic name and “real estate” wherever possible. Next Rainmakers register variations of their direct response domains as geo-domains (Example: BuyForeclosuresForLess becomes BuyArlingtonRealEstateForeclosures) Then they redirect these geo-domains to land on their branded/unbranded websites and Microsites to capture maximum search traffic.
Rainmakers Use Hub-And-Spoke Marketing Technique
Think of your main website as the hub of your business. Geo-domains are the spokes in your e-marketing wheel that drive prospects to your site. The key to success is fishing where the fish are when they type in a geographic area…and your locally anchored domains return your main website on the first page of search results. All real estate is local after all.
Have you incorporated geo-domains into your marketing? Has web site traffic increased? If you haven’t started using geo-domains, what is holding you back?
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