How to Organically Capture Luxury Real Estate Leads By Diane Hartley
W
ouldn’t it be nice if warmed up leads fell right in your lap? Although it sounds too good to be true, it’s possible when you have a great digital marketing strategy working behind the scenes.
Acquiring luxury real estate leads “organically” through your website (without the help of paid advertising or purchased leads from your brokerage or elsewhere) is one of the best and most cost effective ways to attract qualified leads into your pipeline, and it’s a smart addition to your lead generation strategy if you’re already using paid advertising online or elsewhere. This form of “ad-free” lead generation is also referred to as “inbound marketing” or “attraction marketing,” and although it takes a bit of work upfront, a well-planned or68 December 2021 RISMedia’s REAL ESTATE
ganic lead generation strategy can do wonders for your brand overall by keeping you top of mind with fresh, new content. If you’re considering organic lead generation, here are a few tips.
1.
Do Your Research on Keywords and Local Competitors First. The first step in any organic lead generation strategy is figuring out where you can fit into online search terms within your local market. Because the internet is saturated with millions of people trying to rank for the same key-
words, it’s difficult to start out hoping to rank for general keywords such as “luxury real estate agent in [your city]” or “[your city] listing agent.” And, because attracting leads organically to your website requires a very strategic approach to content creation, it often takes an expert to do the research for you to see which keywords in the luxury real estate niche are easier for you to rank for in your market. This can cost some money upfront, but having a clear plan can save you time and money down the line once you start creating content.
2.
Leverage Other People’s Networks. Part of showing search engines that your website is one that it should send visitors to is having links from other credible websites and platforms leading back to yours. This is called “backlinking,” and search engines love it. One way to create links back to your website is to link back to it from social media posts, but another way to do it is by guest blogging on more established luxury real estate blogs (or other related niches that easily tie back to luxury real estate,
