And How This Works for Any Business.
A digital footprint is the online version of your business and consists of every platform, website, and business or property listing you have. You have a digital footprint if you have a LinkedIn, Facebook, Yelp, TikTok, Google Business Profile, other social media profiles, or a website. When creating a digital footprint, you want it to be large enough for interested investors, buyers, and sellers to be able to find you by typing your name into any search engine. This takes time and does not happen overnight. With a consistent effort, you can go from not being found to having a solid digital presence and be found 24/7.
Your digital backbone…your website
A good website is the backbone of all good marketing. If you write a great article about a property or have an amazing virtual tour to share but then lead your client to a YouTube video instead of back to your website, you’ve lost them. The point of all marketing is to drive interested buyers and tenants to your website. When they get there, they should see a professionally designed place with your branding and messaging, giving them a better understanding of your company.
You don’t own any of the other online platforms. You should build up your website to be a hub of information, education, and offers that you can use to drive traffic to from all other platforms. This same information can be used in a free report, article, or e-book exclusive to people who visit your website and provide their email. Email is gold in marketing. With an email, you now have access to your target audience until the email address changes or they unsubscribe. The network effect is also in play when you start an email campaign through your website.
As not every person in your target audience is ready to buy, sell, or invest today, they may know others in their circle of influence who are ready. By sending a consistent email with property listings, virtual tours, a process of how you work with clients, and other educational and valuable information, you stay top of mind when they are ready to move on a property.
Consistency is important
Consistency is the key between your content marketing that works for you or not. You can’t take your property listing, upload it to your website, expect it to be found and bring you a buyer. It would help if you shared bits and pieces of it consistently over all of your social media channels.
When your target audience follows you to get your information, they expect you to share more. When you do, it builds trust, and they come to rely on you for valuable market data, insight and to watch for deals. Take the time to make a content schedule. It can just be the days you load new listings or virtual tours. At that same time, create an action item to share the post across all of your social channels and share the link in an email you send at the end of the week with all of the updates for the week.
Don’t be an aggressive salesperson. When you send consistent messages via social or email, you want to share who you are, why you love real estate. Pushing a sale or purchase is not endearing and doesn’t promote trust and likeability. People do business with those they know, like, and trust. By sharing your listings, articles, or opportunities with an attitude of service, you’ll be more likely to get responses.
Your target audience
Just like being intentional in sharing educational and helpful information on your website and social channels, you want to pay attention to the audience you’re targeting with your content. You want to give your audience the information they want to see, not just the information you want to share. The best way to do this is to narrow down your target audience. These questions will help.
Knowing who you want to reach, where you’ll reach them, what you want them to know, and the next steps they should take, every message you publish will have a greater chance of reaching the right target instead of casting a wide net. You can customize your message to different personas to reach the right audience; for example, a message for buyers on Monday, sellers on Tuesday, investors on Wednesday, and so on will give you a good mix of content and not overload one audience. When you are consistent, people will expect messages from you, so make them relevant to their wants and needs.
Expanding your digital footprint takes time, but it works for every type of business not only commercial real estate. You will not be able to post every listing, share across every channel, and create engaging content overnight. By starting with a content plan, you can see where you can make changes to get the best results.
To discover “3 Proven Ways Commercial Real Estate Brokers Can Close Listings Faster with Content Marketing,” download the report today.
What Do Landlords Do If Tenants Get Sick or Are On a Forced Strike?
It's hard to hear a good word about the state of people's health these days. Since the Coronavirus escaped the Chinese borders in January, the world has been in a state of confusion.
Do you prepare?
Do you panic?
Do you move to the most remotely populated area you can find for six months? It could be a thought people are considering.
So as a landlord with tenants, how do you prepare for yourself but also a lack of cash flow if tenants:
Your cash flow can tank, are you prepared?
Unfortunately, for many landlords, there is no time to plan. It's time to decide what actions you'll take to keep your properties.
As a landlady, I had this discussion just this morning with my husband. We are going to see how it goes. BUT with a huge caveat, we are not extremely passive property owners. We have taken precautions for typical non-payment situations and have planned.
Even with proper planning, we don't want to move into our countermeasures to ensure we keep our properties. To help our tenants, we've come up with a couple of ideas. We will put them in place for tenants who are forced to stay home or are shut down due to Coronavirus.
Ideas to help tenants and landlords mitigate cash flow loss during the Coronavirus.
1. Forgive late fees- yes, I know this is almost sacrilegious to say as irresponsible tenants do cost us more time, and a late fee is to help offset those costs. However, why make matters worse?
Keep in mind this is for those who are directly affected by the virus, not those choosing not to pay on time. I have always told my tenants to notify us in advance if they foresee a money issue and can't pay rent on time.
2. Spread out any missed rent payments- we plan on taking any of the payments they've missed due to this illness and spread it out over the rest of the year. That way, they don't have to come up with double rent right when they get back to work. It will be a small increase over time and through the rest of the year until they are paid up.
Again without saving ourselves, this type of cash flow workaround would not be possible. So if you are a new landlord, take notes and make sure you have at least 3-6 months of mortgage payments and any usual and customary utility, tax or repair payments set aside in your savings.
You don't want a pandemic to drain your savings account either.
It Still Amazes Me That 2020 Is Here!
So much has changed in the past 10 years! And considering the past 25 years, the world with consumer internet will never be the same again. While that is a rant and revelation for a different post, I wanted to bring your attention to a significant change on LinkedIn.
If you know about it, great! I hope you've used it, if not...NOW is the time!
I'm using capital letters and exclamation points for a reason.
LinkedIn has increased the number of characters you can have in your LinkedIn summary or description. This is a serious move in marketing real estate. You really should use it to your advantage.
With the extra space, you can tell more of your story, add relevant keywords to help clients find you and expand on the explanation of your services. You could share more of your personality and what sets you apart from others in your profession.
The possibilities are only limited to the new increase in character count and your writing ability...get writing and attract more clients today!
When they graduate their program, they are still Doctors.
That's what my life was like. Average. I graduated from college with a C average and a Psychology degree.
Now for those who don't know, a psychology degree is the same as a liberal arts degree if you don't get an A-B average.
Your choices are limited.
You can't apply for grad school to get a masters degree and you aren't qualified to be a counselor. You often have to take jobs you're overqualified for and put up with lower pay because you're stuck in between good enough and not yet.
At least that was part of my journey, stuck between good enough and not yet.
Jump Right In
So I decided to do my own thing. I found a business opportunity that really excited me. I jumped in and learned all I could. I mastered the knowledge and started as a health care recruiter.
Giving up too quickly
I quickly found out that cold calling Doctors was not for me. I froze in every conversation. After 8 months of stress and anxiety, I gave up. If I would have just had a few bad conversations, I know I would have become a better recruiter.
Persistence pays off
I decided the second attempt at self-employment would be ”The One.”
I again mastered the knowledge and dove into real estate buying and leasing.
Long story, short; my love of real estate was born!
I own rentals. I've been the property manager. I've flipped properties. I've been the director of a local REIA and I've been a private money lender.
Did I mention I love real estate!
So when I became a copywriter, I decided to reach out to fellow investors who are struggling to set themselves apart.
And it worked, for a while..but investors are DIYers. If they can't get it for pennies on the dollar and turn it for 200% return--- it's not for them.
So I learned to write for SEO, B2B and kept real estate as my ongoing project on the side.
Now, I'd love to tell you after 4 years I'm swamped with clients and can't fit another in my schedule. I'm not there yet.
I actively market my copywriting services daily and I will get there because of two main things:
So how can I help you succeed?
Do you have marketing that needs to be written but you can’t find the time?
Are you wanting to start writing a blog or being consistent on social media but don’t have a strategy?
Check out my services and contact me today.
Businesses still fall short on basic search engine optimization (SEO) techniques on their websites, in content, and across social channels.
There are SEO practices a local business can employ to gain traffic and customers.
In my journey as a copywriter, I knew SEO was a major player in writing for any company and took specialized training to add this skill set.
I admit, even I don’t use it in everything. I don’t keyword stuff. I’m not great at asking for google reviews. There are other steps I have put into place to help my website and content get found.
Here are seven steps you can do today to improve the SEO of your content.
Rule of thumb for keywords
So now you may be thinking;
“That’s well and good, but how will I know which keywords to use.”
Here are four tools to help you in your keyword research
You are now armed with the tools necessary to beef up SEO on your website, in content, and on your social channels.
Email me to run an SEO audit on your website and provide you with a report of items to fix for the highest impact.
Everyone knows our two commodities are:
You'll pay with your time by doing the work yourself.
So I'm giving you a couple of options.
Option one will save you money. I’m giving you a copy of the questions I use when writing a case study. With these questions and a little storytelling, you can write up a client success story to share with your prospects and potential clients.
Option two would save you time. You can hire me to write client success stories for you. This includes the interviews, research, writing, and editing to create a great case study showcasing how your products and services solved the client's problems.
Social proof is compelling.
If you don't agree, think about the last time you went out to eat, or purchased anything. You can't tell me you didn't ask for recommendations or look at the reviews and comments before the purchase. That my friends is social proof.
To get your copy of the case study questions I use, visit Case Study Questions now or email me to help you write your client success story.
Why is it that we are quick to try and resolve any negative comment, or feedback from clients, but are unwilling to share success stories?
Understandably, businesses don't want to come across as arrogant and braggarts.
"Oh, my business is the best, hire us." Or "See how happy these other people are, don't you want to be like them."
Ultimately—that is the goal.
But a good client success story, or case study, is an eloquent way to tell the story and sell your products and services at the same time.
Let me give you a B2B example for a fictional company.
Networking is the Key to Increased Sales
This company now makes almost 30% more new contacts each week
The biggest networking challenges among salespeople are:
Janice Bell, CEO of Kinnear Office Furnishings, specializes in interior design for companies said, "One of our toughest problems is identifying who we need to contact. Sometimes the office manager is in charge, but it can just as easily be the CEO! So we need to spend a lot of time networking to find the right person."
For the Kinnear sales team, taking action creates opportunities.
Bell says, "We have a 'product' that is of very high value to a company but, frankly, difficult to sell. So we're continually looking for any edge we can to get our foot in the door."
Bell went searching online for that edge and found Smith Training and Consulting Inc. Their program called Networking For Sales Results teaches a 5-step Networking Method for contacting and landing appointments with new prospects.
The program includes:
Implementation with little downtime.
Bell said, "What I really like about the program is that there's no fluff or theory. Right from the first module, there were tips and tactics that our sales team could implement".
"And they really, really liked the virtual training modules. They could access them at any time. They loved the fact they could call or email Michael himself to ask questions and get advice," said Bell.
When asked about results, Bell says, "We're getting our foot in the doors of a lot more prospects than we did before. I'd highly recommend it!"
As you can see, this case study tells the story and prompts others to learn more. The case study is the perfect combination of sales and social proof.
Let's get started writing your client success stories today! Contact me at to set up your consultation.
A couple of days ago, I sent you a Best Practice Template opportunity for LinkedIn.
The problem was I missed the "best" part of the Best Practices.
I have included messages you can use to:
In being professional we often overthink what we are going to say when we reach out, and overthink what we should say after they connect. These templated messages will have you starting actual conversations in no time.
Download the Best Practice Template today.
Have you ever had a conversation with someone and you know you talked business, it went well for both of you, you have a good feeling afterward but you know they won’t head your advice.
This was what my meeting was like yesterday.
Great conversation. A lot of questions about social media in a highly regulated industry.
But I have my doubts he will help himself and follow through. Not because I doubt him. I don’t think he’s a content marketing believer.
Here’s the thing. So many of us grew up when TV and radio were the kings and queens of the advertising world. While they have their place, they have been dethroned.
Content marketing is the new king.
You may not agree and that’s fine but the stats speak for themselves.
According to content marketing company Brafton, “The trend of shifting more marketing dollars to digital channels will continue into the foreseeable future, with The CMO Survey projecting spend on digital marketing to increase from 44 percent of marketing budgets to 54 percent by 2024.”
They are also saying, “According to information from Marketing Charts, digital advertising in the U.S. is now a $30 billion larger market than TV advertising."
THAT SHOULD BLOW YOUR MIND!
The problem with that is if you are doing nothing now, your results are SUPER NOTHING!
Even a small start can have a big impact.
Let’s talk about moving the needle on your content marketing efforts today. To see my base packages visit my website
Everything is customized according to my client’s needs. These packages are to give you an idea of the type of investment you’ll be making in yourself.
I know you’re worth more than SUPER NOTHING. Let’s get started today!
An updated LinkedIn profile is extremely important to get found on LinkedIn.
But then what?
THEY DON’T KNOW WHAT TO DO NEXT!
I get it. As a business professional, you are worried about getting leads and sales for your company. We all are.
However, every missed connection, every missed conversation, every ignored message; could be a lost opportunity!
This is one of the exact reasons people dislike spending time or money and not being able to see a return immediately…opportunity cost.
Instead of viewing all messages and connections as spam, set aside 10 minutes a day to respond to any and all comments, messages, and connection requests.
You won’t know where those conversations will take you.
For other tips and “Best Practices” that I share with my clients-- to beef up their profiles, and engage with people on LinkedIn--
visit my website for your free “Best Practice” download now!
Eva is a marketing copy and content writer. Her goal is to help businesses set themselves apart and grow!