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103: Josh Cobb: How This Real Estate Agency’s Website Outranks Most

By |November 4, 2016| No Comments

According to Google Analytics benchmarking figures, the average real estate agency website in Australia receives 500-800 visitors per month.

Compare this with our major portals, such as domain.com.au and realestate.com.au, who receive between 1.5 – 3 million visitors per month respectively, and we would likely all agree that our own websites simply don’t come close when it comes to attracting people who are searching for property.

In this episode of Real Estate Pros, you’ll learn why prioritising your listings on your own website could be costing you business and we explore an approach by one particular agency that could help you cut through the noise and drive more prospects to your site – that means potential vendors and landlords.

real estate website rank google

According to Google Analytics benchmarking figures, the average real estate agency website in Australia receives 500-800 visitors per month.

Compare this with our major portals, such as domain.com.au and realestate.com.au, who receive between 1.5 – 3 million visitors per month respectively, and we would likely all agree that our own websites simply don’t come close when it comes to attracting people who are searching for property.

real estate website rank google||

In fact, according to our own research from late last year, where we surveyed over 400 buyers and renters from around Australia, 84% said they never visited a real estate agency website at any stage during their search for property.

84% of buyers and renters never visit a real estate agency’s website during their search for a new home.

During our research, we also looked at 100 real estate agency websites at random, from both regional and metropolitan areas of Australia, to see who they were targeting as their primary website visitor. Nine in ten real estate websites had prioritised their property listings – meaning, the first image you see on the home page is a listing with a search function to look for more listings. Scroll down, and beneath the bio about how good the agency is, there’s a few more listings. Scroll a bit further and, you guessed it, more listings.

Listings as far as the eye can see.

I get that you sell and/or manage properties, but if 84% of people looking to buy or rent a home never visit your website at any stage during their search for a new home, does it make sense to prioritise your listings on your website, or, essentially use your website as a mini version of your profile on the portals?

Sounds a little crazy when you think about it, right?

Many of the most visited websites on the internet today are media related. Each of our portals is a media company. Facebook is a media company. Channel nine is a media company. And why are they the most visited websites on the internet?

Because they publish information that people want and cannot get from anywhere else.

So my question for you is, what information do you possess that people in your community want, but cannot get from anywhere or anyone else?

During our recent Digital Marketing Essentials Workshop series, we shared with attendees a real estate agency’s website called realestatenewsbrisbane.com.au. As soon as you land on this website you’re greeted with a message saying, You Ask, We Answer – Welcome to the number one destination for real estate Q&A in Brisbane. Quite a lofty statement.

screen-shot-2016-11-04-at-7-34-00-pm

Scroll down, and you’ll find countless resources and articles answering many of the questions that your own clients are probably asking.

Questions like:

  • How long is the cooling off period when buying a house?
  • How long after settlement can I move in?
  • Should I sell my house before buying one?

If you’re located in Brisbane and you Google any of these questions, chances are this particular website is near the top of every search result.

Alongside its articles, realestatenewsbrisbane.com.au hosts a number of valuable downloads such as The Complete Guide To Selling Your Property, The Landlord’s Book of Frequently Asked Questions and many more.

The website still has listings, agent profiles and an about page. But these are secondary to what the website is all about, which is to educate and inform vendors and landlords better than any other real estate company in Brisbane.

Essentially, realestatenewsbrisbane.com.au is the Google of real estate in their local market.

While this agency website ranks highly in search results for the content it provides on its website, has 20 people per month downloading its resources and generates over 2,000 visitors per month, double the average real estate agency in Australia, the company doesn’t actually exist.

You see, a few months prior to our recent round of workshops, we built realestatenewsbrisbane.com.au from the ground up with high-quality content that people were looking for on the web. We know, thanks to Google Trends, that almost 10% of the population goes to Google every month to ask a real estate related question. Our aim for building realestatenewsbrisbane.com.au wasn’t to attract buyers and renters – we know that the portals have the lions share of traffic when it comes to this audience.

Our goal was to attract the primary audience that most real estate agencies in Australia want on their website – vendors and landlords.

You won’t find a listing on the home page, or any content for buyers and renters. The website is 100% dedicated to the audience that we truly want on our website as real estate professionals – the people who are likely to employ us.

We’re not saying your listings shouldn’t be on your website – they absolutely should be to showcase your clients properties – but if a company that doesn’t exist can outrank and outperform most real estate agency websites in Australia, by prioritising vendors and landlords, my hope is that we might have convinced just some of you that there is a smarter way to your real estate website than  just simply pushing your listings.

This approach goes against the grain of how real estate professionals think about their website and if you check out realestatenewsbrisbane.com.au you’d be forgiven for thinking this strategy isn’t for you. But if your website is just like every other agency – prioritising listings, profiles and results – this new approach just might be a way for you to cut through all the noise.

We all want to be on the first page of Google. We all want more traffic and leads from our website from the people who employ us as agents.

The model I’ve outlined above just happens to be a very good way of achieving both.

Will you give it a shot?

Good luck.

Want to learn the digital marketing secrets of Australia’s top agents? 

Join us at Digital Marketing Essentials -> https://digitalmarketingessentials.com.au/

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