Secret tip: Strategy + Real Estate Agent Know How

As with real estate, the first step is to evaluate the actual state of your existing or non-existing media in comparison to local, regional or national competitors. From this we can make decisions. In summary, we check 3 parameters to plan strategically:

1. Relevance of the medium, your channel (simply put: a Munich broker should not publish content for Hamburg brokers)
2. Range of the medium, your channel (quality before quantity)
3. Competition (competition to the keyword)

Actual status and recommendation of the advertising agency

Most customers of our advertising agency already have their own homepage. Some of them are also (more or less) active on social networks like Facebook, Twitter or Instagram. But most of them are not. Neither (a meaningful) website, nor social media. But in the beginning they are not only “new media”. It is also about broker standard, like exposés. How are the exposés of the properties structured, from the layout to the amount of content, texts and number of pages to the photos of the property.

The first step of a possible cooperation is therefore always a concrete and very precise analysis of your existing media.

After the analysis, we can then develop concrete recommendations for action for you and for us as an advertising agency, as well as detailed objectives that pursue a clear strategic goal. Essentially, however, it is always about building up a qualitative reach.

• As-built analysis of the existing media and structures of media production and management
• Concrete recommendations for action based on the evaluation
• Actual state to be supplemented, extended and optimized by new tools
• Define strategic goals and fine line

Qualitative range? For simple, quantitative reach is not difficult for a good advertising agency! However, it is important to attract qualitative visitors, potential interested parties and even better, potential tenants and buyers for condominiums and houses.

Advantages of our advertising agency

• 2.4 million reach – We manage and design an extremely exclusive network of properties and brokers. Being a customer also means being part of the network (keyword: Quality Backlinks)
• Full Media – Many take care of parts, we take care of everything, from strategy development and production to reputation through image material to expert interviews in renowned media

Target: Reach through search engine optimization

The A&O for real estate agents is of course the listing in the major portals, as well as ImmoScout24, Immonet and many others. The larger your own property portfolio becomes, the more interesting it is to invest in your own media.

In the long term, many advertising costs can be saved by using your own, strong media (for example your homepage), which I believe will help you to find the large property portals. For example, if you are a property developer and you want to promote new buildings yourself, you can broker your condominiums or houses directly, without any detours.

Calculation example Google Ads – here you can see an example of how quickly purchased clicks become expensive and directly afterwards what the equivalent value of organically built, own traffic is:

Real estate agent Hamburg – CPC 3,28 €
10.000 clicks / month – 32.800 Euro
100.000 clicks / year – 328.000 Euro

CPC = Costs per clicks; i.e. expenses incurred for a purchased click in the Google.de search engine

For comparison – Did you know? My own Internet pages currently reach 2.4 million users per year; in comparison, this amounts to 7,872,000 euros.

Lukinski Network 2.4 million users / year
equivalent value: 7,872,000 euros saved

Direct marketing instead of advertising with third parties

This direct marketing of real estate understandably gives many real estate agents the idea sooner or later to develop their own media portfolio. This ultimately leads to an advertising agency for real estate brokers that knows exactly the risks of the industry.

Search engine optimization (SEO) for real estate agents: errors and risks

How does the success of large real estate portals arise? You operate search engine optimization. The higher the range and the more visitors such a real estate portal attracts to your homepage, the greater the chance of closing deals.

The clou about SEO and organic traffic: Once built, it is consistent.

Target: Qualitative reach for deals

Many real estate agents would like to do search engine optimization with their own homepage, but do not know how big the competition is!

Search engine optimization for real estate is a tough competition. This is where it really gets down to business, many websites and portals are optimized to the depth of the system, for cities, relevant topics, but also for individual square meter prices, districts and streets in the content area as well as in terms of page speed, JS scripts, CSS compression.

If you want to build a stable portal yourself, or at least a website, you’ll need a lot of patience! But in the end there are 10,000 visitors per month who don’t have to be bought, e.g. by advertising on Google, as shown in the calculation example above.

Therefore, it is worthwhile investing in your own media portfolio from a certain size or number of new construction projects.

Costs and duration (as a rule)

Depending on whether one is active as a broker in one of the metropolises such as Hamburg, Berlin, Munich or Düsseldorf or in the countryside, the size of the portfolio that pays for the investment in an advertising agency differs.

Therefore our first tip for you as a real estate agent, start your own homepage only if you have the necessary capital available.

They should usually already have at least four to five employees who take care of property management. The planning time for such a project is at least 24 months / 36 months.

PS: There are faster ways, but we will explain these in personal meetings. One way, for example, is placement in relevant online magazines, keyword recommendation marketing.

• Search engine marketing has a lot of competition
• Competition often has high media budgets
• You have to catch up first, then overtake
• Target lies in regional / local SEO + general SEO in the subject area (apartment, house, taxes, rent, buy, etc.)
• Investment only pays off at upper 5-digit, mostly 6-digit amounts / year

Would you have expected such honest statements in advance?
Exactly, that’s what our real estate advertising agency for real estate agents is all about. We have been serving the digital market for several years now and not only do we know what is important, we also warn you in advance of any mistakes you may make as a real estate agent in your advertising – so that your project starts efficiently from day one.

This honest feedback allows you to drive a strategy that works. It is not about making money perse, it is about deals (conversion)!

Our success for clients is to focus on extremely specific content marketing. That means texts that are extremely close to your target group. How exactly does that work? Get in contact with us!

• Advertising agency contact

SEO Analysis: Real estate agent – how does it work?

Speaking of SEO… how do you actually analyze certain keywords? Keywords are certain terms that are searched for, one more, the other less. As an advertising agency it is especially about search volume. Even more specific, search volume per month on Google.de (or other languages or search engines).

A small example, the term “broker” is searched for in the month 254.040, as a single term, but mainly in combination with other words.

Search queries / month for “broker”

1. Real estate agent – 33.100
2. Real estate agent – 27,100
3. Broker – 14,800
4. Without a broker – 9,900
5. Brokerage commission – 6,600
6. Real estate agent Berlin – 4.400
7. Real estate agent Munich – 4.400
8. Real estate agent Berlin – 4,350
9. Real estate agent Cologne – 2.900
10. Real estate agent Hamburg – 2.850
11. …

Depending on the volume and competition for the individual keyword, special opportunity keywords are identified and systematically built up.

Social Media Marketing: errors & risks

Social media marketing is also becoming increasingly popular with real estate agents. Especially Facebook and Instagram curls more and more brokers. On Facebook, it is usually target groups between 30 and 50 years. On Instagram, e.g. real estate portal, you can reach excellent target groups between 18 and 30 years. But also here caution is advised! Especially dubious advertising agencies often lure real estate agents with Facebook advertisements. But how effective can these ads be? First of all, a look at the constantly increasing expenditure for social media marketing.

Source: Social Media One / Facebook statistics

Social Media Marketing

Investments in social media advertising worldwide in the years 2007 to 2018 and forecast 2022.

• 2007: 512 million US dollars
• 2012: 6,274 million US dollars
• 2017: 50,215 million US dollars
• 2022: USD 123,070 million
• Increase 2020 to 2022: 96,190 million US dollars to 123,070 million US dollars

Find buyers/tenants on Facebook, Instagram & Co.

The desire to buy a property is rare, most people buy a property only once in a lifetime. Accordingly, it is quite difficult to address a buyer with the right ad at that particular moment, just because of time constraints. Of course, the ad can be easily played out to 100,000 people, but we are quickly back to the topic of “quantitative and qualitative reach”.

We rely on smart digital marketing, e.g. “remarketing with Facebook Ads“.

Step 1: Through extremely specific content marketing (e.g. regional) we attract a specific target group to your homepage. These users are precisely registered and stored by so-called cookies.

Step 2: In the following we can reach these visitors individually, again with our ads, the less budget to waste. We play out advertisements only to a target group that is already interested in buying a house or condominium, or tenants, the same principle works for me of course with tenants. More details: buy a house. If a potential tenant looks at a certain property, he can be reached again for 30 days. The same object or similar objects of interest to the user can now be displayed to him or her. E.g. in social networks but also in other online media, e.g. Spiegel, Focus or others, through “Display Ads”.

Online marketing: sensible or not?

Yeah, but… always check how effective a channel will be for you. The media mix from expert interviews to real estate portals to homepage, Facebook, display ads, etc. is so diverse that you should concentrate and focus on 1, max. 2 channels.

Is online marketing now an adequate means to digitally market real estate in the 1920s? Our most important tip: Estimate chances and risks! The comparison between the different channels (own homepage, reputation interviews, Facebook, Instagram, advertising on Google, etc.) must be checked for 3 parameters in particular:

1. Relevance of the medium, your channel (simply put: a Munich broker should not publish content for Hamburg brokers)
2. Range of the medium, your channel (quality before quantity)
3. Competition (competition to the keyword)

Building sign: Guarantee for buyers

What works? Either extremely digital or extremely local!

Well designed construction signs still attract most buyers. But why? Especially local and direct advertising does it. On the one hand, the potential buyers and prospective buyers are directly on site, so they profit directly and “directly visible” from the investment. On the other hand they see the object in reality. Of course you could also invest in Dubai or London, but why?! On site, local marketing is still one of the most effective means for you as a real estate agent.

• Easy to create
• Local effect with proof-of-concept behind it (construction site)
• Scarcity becomes immediately clear, there is only 1 object
• Free of charge in the installation (own building land)

Shopping Mall Dubai – It is not always about apartments:

Frequently asked questions and answers

We as an advertising agency receive many, many questions. But it’s less about special topics like social media marketing on Instagram, Facebook Ads or regional content marketing. Usually it is about more fundamental questions such as: “What agencies are there?”, “What does an advertising agency do?”, “What do you do in a marketing agency?” and “What does a creative agency do? Here we have the most frequently asked questions:

“What are there for agencies?

In the field of advertising, there are various agencies that are more or less specialised in certain areas. The beginning was set by advertising agencies, but it becomes more special with online marketing agencies or PR agencies.

What does an advertising agency do?

An advertising agency takes over all advertising measures that arise in the entire spectrum. Simply put, from the design of the construction sign to content marketing for search engine optimization.

Whoever creates a new brand or company is also concerned with brand and competitor analysis, brand architecture and even more fundamentally with “naming” and “claming” – in technical terms.

An advertising agency sets concrete goals for you, determines strategies to achieve the goals and ways to achieve the goals. From graphic design to search engine optimization and PR (for example interviews in trade magazines to fundraising campaigns).

Tasks at a glance:

Brand

• Brand / competitor analysis
• Brand architecture
• Positioning
• Naming
• Brand workshops
• Identity development

Corporate

• Corporate identity
• Corporate design
• Visual language
• Styleguide
• Annual reports

Communication

• Communication concepts
• Advertising text / PR
• Brochures / Exposés / Flyers
• Adverts / Campaigns
• Outdoor advertising / posters / construction sign
• Direct marketing / mailings
• Sales promotion / POS
• Internet page / search portal
• Social Media Marketing
• SEO / SEA / SEM

What do you do in a marketing agency?

In marketing, the main focus is on placement and external impact. From search engines, keyword online marketing, to articles in a daily newspaper. Marketing agencies are there to bring your company efficiently to target groups (placement and public image). The big questions: How can you reach people? And once they are there, what do you think about us? More precisely, how can we influence what people think about the company?

What does a creative agency do?

Creative agencies are particularly concerned with an effective, modern appearance. Accordingly, creative agencies are particularly interesting for brokers who want to reach a young target group, for example, through contemporary graphic design of ads in social networks.

In the elite area of real estate marketing, however, “creative design” plays only a subordinate role.

What is a marketing agency?

Marketing is all about reach and reputation. This makes you “a little less” than an advertising agency and a little more than a pure communications or PR agency.

What is a communications agency?

Interviews in specialist magazines, fundraising campaigns, PR and communication agencies are particularly concerned with the public image of real estate agents.

• The Content Book German – Amazon (Print)
  Hardcover edition for € 19,99

Search engine optimization and its significance in marketing

Search engine optimization allows you to reach people organically. This means that the range does not have to be purchased for a fee. This is also directly the further advantage of search engine optimization. Every visitor, every click does not have to be bought individually. Search engine optimization is sustainable and present for months and even years.

Since we have a lot of questions about search engine optimization and how to write good SEO texts, I became aware at the beginning of the year that I should express myself in the form of a new book on this topic. This is where the most important findings from everyday agency life come together and of course all the experience and knowledge that should be conveyed to the SEO managers of the future, but also to employees in my company. Whoever implements all these tips reaches an estimated 100,000 visitors per month, with a set-up time of two to three years. So you can achieve top rankings in the search engine even without an expensive advertising agency.

Before we talk a lot around the bush, let’s just ask ourselves the question, which tips the book contains exactly? What advice and tricks are included? Here is an overview of the individual topics.

SEO 1×1 for beginners

How do you improve your rankings?

1. Text and language – you always write first for people, then for search engines
2. Analyses – Work from the beginning with web analytics like Google Search (free) and Google Analytics (free)
3. Linking – Link relevant content of other websites
4. Backlinks – Get other relevant, good sites to link yours
5. Load speed – remove anything from your page that slows it down
6. Page URL – Use clear and easy to read URLs (example www.example.com/produkt245 > www.example.com/sneaker-nike-air-mann-gruen)
7. Meta Description – Write individual meta descriptions for each article (tip for WordPress: SEO Yoast)
8. Social Media – Invigorate activity and community
9. Images – URLs should be clear and easy to read (keywords), images should also be
10. Content – Content with added value for rankings and virality

Frequently asked questions in search engine optimization

• What is SEO? What does Search Engine Optimization?
• Why SEO Optimization?
• What is SEO optimized?
• What to do with SEO?
• How can you improve your Google ranking?
• What is a backlink?

Here are quick and short answers.

What is SEO and what is Search Engine Optimization?

Search engine optimization is the targeted processing of your own website or online shop to improve placement in the search results of search engines such as Google, Yandex or Bing.

Why SEO Optimization?

In marketing, a distinction is made between two forms of reach. On the one hand there is the organic range, on the other there is the paid range. Paid range has the advantage that it is immediately available, but also costs money with every single click. The disadvantage, for each new visitor of the website money must be invested again and again. Organic reach, on the other hand, is concerned with improving reach through “good” content. “Good” content is more often shared in social networks, it is better placed in search engines and therefore more often on the actual content. The great advantage of this placement is sustainable. Every month you get 1.000, 10.000 also 100.000 visitors. No new money has to be invested for this. The disadvantage of this organic range is that it takes some time to build. Otherwise it is not immediately available and needs experts, as well as a lot of capital for concept and production.

What is SEO optimized, or what to do with SEO?

Search engine optimized are all projects that deal with a structured structure of the individual articles, as well as with the use of meaningful and previously defined keywords. Keywords are words that are frequently entered by people when searching. For example, if you are active in make-up, you should include similar words in texts, but also in headings. Quality instead of quantity applies. This optimization method is called Onpage Optimization. In contrast, there is the offpage optimization. It deals to a large extent with backlinks.

How can you improve your ranking on Google?

The own placement in the search engine is improved by adapting the own web offer, no matter if internet page or online shop, to the competition. It is even better if your own website exceeds that of your competitors. The focus is on the diversity of the topics, but also on the depth of the topics.

What exactly is a backlink?

A backlink is a link from another online portal to our website. The more other Internet pages refer to your own, the better it will be placed. The principle of quality instead of quantity applies here again. Better are 10 backlinks from renowned online magazine than 1,000 backlinks from dubious forums and dubious readers. Ultimately it is, as in real life, a person enters a bar, there are two ways. Either people talk about the person entering the bar or they don’t. The more people talk about a person, the more important he or she is felt to be. It’s the same with search engines. The more people talk about their site, the more important it is and the better it is placed.

• The Content Book German – Amazon (Print)

Recommended book value

More books? Here you can find all publications (Stephan M. Czaja): Books.

If you are interested in good content and first class SEO texts, then you might also like these books from me.

The Social Book

Social media marketing is more complex than ever. There are more than two billion users on Facebook, Instagram, TikTok and YouTube today. Any social media manager who knows how to address people and how to reach them is worth a lot in the company. Social media is the new instrument in marketing. No matter if Facebook Advertising, Group Marketing, Community Management, Instagram Stories, YouTube, SEO, or Influencer Marketing. The possibilities and means of social media expand month by month. The development of social networks is progressing and, of course, the complexity for individual social media managers is also increasing. “The Social Book” provides all the basics that beginners in the field of social media marketing need to be able to run successful campaigns. From practical agency experience, many conversations with customers and of course also concepts and strategies, for individual social media channels, or also more complex, cross-media influencers and advertising campaigns. More about “The Social Book”.

The Business Book

Becoming an entrepreneur is not difficult, but being an entrepreneur is very difficult. Already knew 9 of 10 startups failed in the first 5 years. When I am on the road during my lectures, this is often the first step to make it clear to the young entrepreneurs that every person around them has to fail if they want to survive as entrepreneurs themselves. The reality check for entrepreneurs is pretty brutal. Nobody remembers the pyramids that fell. Everything talks about those who are still standing. It’s the same with entrepreneurs. Failure knocks on the door faster than you’d expect. This book is the result of my experience as an entrepreneur, the lectures and the reflection of the audience. More about: The Business Book.

The Spinning Book

Contents Spinning is especially for those who like to work with data packages and big data a nice addition in the area of content marketing. In the second sentence it should be said that content spinning is definitely not for beginners. Contents Spinning requires a lot of practice, at least 15, 20, 30 projects. This means a lot of time investment in training (weeks and months). The topic should therefore only be approached by content managers who want to learn for themselves. Warning! Don’t use it for “SEO,” “sounds simple.” More about: The Spinning Book.

Content: The Content Book

1. SEO texts, quality and rankings
2. Quality criteria of good online texts
3. More quality increases the personality
4. Structure imparts professionalism
5. How do I create a good SEO text?
6. 200, 300, 400 words or more
7. Internal and external links
8. Bad SEO texts
9. Good SEO texts with structure with added value
10. Recommendations for the structure
11. A, B, C – Analysis of keywords
12. Keyword Search and Planning
13. A, B, C – Analysis of content
14. Text and HTML elements
15. Titles in articles
16. List elements
17. Image and video elements
18. Exkurs: Image compression with Photoshop
19. Infographics
20. Table of contents
21. Internal linking in article
22. External linking in article
23. How do I start writing?
24. Content Management System
25. Self Made with WordPress
26. Page, Post, Category and Permalink
27. Webspace and server – a recommendation
28. FTP and SQL
29. Page Speed
30. Reasons for slow charging times
31. Content Publishing
32. Pages and Posts
33. Categories and keywords distinguish
34. Table of contents
35. Internal page linking by plugins
36. Page titles
37. URL
38. Text optimization through structure
39. Video Tutorial: Everything to the Point
40. Headings and text length
41. WordPress: From Login to Publishing
42. Settings and Post Pictures
43. Editor vs Composer
44. Design Principle Shortcodes
45. Composing in WordPress Editor
46. Columns, cells and structure
47. Tools for planning SEO texts
48. Google Keyword Planner
49. Google Analytics and WebMaster Tools
50. Video Tutorial: Setup and Embedding
51. Keywordshitter
52. Google Pagespeed Insights
53. Secret tips
54. Wiki
55. Questions and Answers
56. Lists
57. Homepage
58. Backlinks
59. Organic Backlinks
60. Bought backlinks
61. Collect active backlinks through requests
62. Predictive planning
63. Increase text output
64. Editorial planning with increasing output

Advantage for search engine and range

1. Images are also relevant for the algorithm of Google, Yandex, Duck Duck Go Go & Co. See you also in the video, at the topic Google Shopping over the image search
2. Your Blog Roll (Overview) is much more diverse, because you can use more different photos
3. Save cash money: because you need much less photos

Youtube Tutorial: SEO & Photoshop – Duplicate Stock Photos

The language of the video is GERMAN. But please take a few on it, you will understand the meaning and steps quick, just by watching it.

In the video I show you the following simple and understandable steps

1. Strecken and reposition
2. Mirror
3. Angle
4. Color / Light / Black & White
5. File renaming with keywords

More videos? Subscribe directly! Do you have any more questions? Write me in the comments on my Youtube Channel.

• New! WordPress Content Spinner Software

Video, example and tips for first images SEO:

• Video Tutorial – Text Optimization with Headings (Example: WordPress)
• Basic structure of simple SEO texts – headings and text length
• The optimal text length for web pages – How many words does a text need
• Question on YouTube: Images, alt attribute & SEO

Basic structure of simple SEO texts – headings and text length

Heepage 1 (h1) – Title of the website, is only used once!

introductory text – About 80-100 words that summarize the coming text and its content briefly and concisely.

heading 2 (h2)

Text

Heading 3 (h3) – Always as subheading of h2, of course several can be used one after the other

Text

Heading 4 (h3) – Always as subheading of h3

Text

heading 2 (h2) – Then follows the same structure, again and again

Text

The optimal text length for web pages – how many words a text needs

Tip! Texts should always be written in continuous text. They should each have meaningful meanings (paragraphs). Good pages easily have over 900 words of text. Who makes good lists or long texts, uses also gladly once 50 photos, 20 videos or 3000 words.

Question on YouTube: Images, alt attribute & SEO

I wanted to add these 4 steps for pictures in the article! Images are also an important element for search engine optimization. Not only do they make the content more interesting for your readers and thus increase the length of stay, etc. (this is now also called Search Engine Expirience, a new important factor for the evaluation of pages in competition), also in the image search results you attract new users to your page. Find out what your property is worth: property valuation.

1. Keywords in file name – You should have your keywords in file name before uploading. Mostly they come from the camera and have names like “DCIM2053.jpg”. Rename your pictures directly before upload, e.g. “berlin-innenstadt-fruehling-cafe-freudin.jpg”
2. Image Compression – Compress your images to optimize your loading times (pagespeed), instructions you will find in this tutorial from me (for Photoshop and online compression): Image Compression Video Tutorial #7 – Photoshop and online compression
3. Alt-Text – Use your keywords in Alt-Text.
4. Not forgotten – Use your keywords in the surrounding text