Read time: 5 mins. This week we are going to look at why your website is important. But not enough time is dedicated to your most important piece of online real estate. This results in most real estate agents and real estate investors failing at creating a website that delivers the results they want.
That’s because a website not standing out isn’t a design thing. It’s actually a credibility positioning thing.
Standing out can be achieved through the use of evergreen marketing. What that means is creating keyword and SEO-optimized content that is added to your website on a consistent basis. Which helps you build a library of authority in your market.
In other words, it’s about building a brand that people trust.
“The biggest opportunity you have, outside of getting really good at marketing and going hybrid, is building a brand.”
Building a brand can take time but it’s worth it. Marketing is how you get people’s attention but branding is why they choose you.
In this podcast episode, my guest, Trevor Mauch the CEO and founder of Carrot, shares what he has found when it comes to why most agents’ and investor’s websites fail.
We talk about the research that Carrot has been conducting for over 10 years. For example, they split test and tweak all the elements of a website to find out what works, and what doesn’t.
In our conversation, we talk about what the research uncovered, including:
- The biggest branding mistakes that real estate investors make.
- Commoditization of a cluttered market.
- Social media not being the ‘golden ticket’ that everyone thinks it is.
The result is often a case of hamster wheel marketing.
The hamster wheel means in order to get deals coming in from cold calling or direct mail, something has to happen every single time. That becomes stressful and tiring. To move things forward or even maintain any kind of momentum you are on this hamster wheel.
Consequently, that can result in devaluing your brand. Which is not good for you or your business.
There is a solution;
Determining values and mission for the business.
Firstly, determining the values and mission of the business is an important step in the process of building a brand. Take the time to think through what values define your business and what mission you are hoping to accomplish.
To do this, start by asking yourself why you started your business in the first place and what you hope to get out of it. In other words, answer your Why.
- How you want to be perceived by customers.
- What kind of reputation do you want to gain?
- What kind of impact do you want to make in your community?
Follow this process to create a mission statement for your business that reflects your values and your goals and inspires you.
Building a brand around those values and mission
Secondly, once you have determined what these values and goals are, you use them to create a brand identity for your business. This will ensure you stand out from the competition and build trust with customers and prospects.
Your mission and values must be communicated clearly and consistently through your marketing materials, website, and customer interactions. That establishes a recognizable brand that stands out from the competition.
Address the key elements of your brand:
- Designing a logo.
- Pick a colour scheme.
- Create a unique voice for your company.
- Engage in activities that support your mission.
A great example of this is Apple. Everything they do is tied to their mission and values. The roof of their store in Chicago is even designed to look like an iPad.
See the single-storey building in centre of image
Finally, build relationships with customers by developing trust and credibility. This may include networking in person, using testimonials and reviews, and participating in community activities. By taking these steps and consistently communicating your values and mission, you will build a strong, memorable brand.
Creating an optimized website with a library of authority-building content
Finally, take time to choose the best website-building tool for performance. Most of the legwork has been done for you, with more than 10 years of research, Carrot has developed a high-converting framework that also has a credibility score. This helps users understand how to build trust and credibility in their markets.
You need access to a range of tools to help you optimize your website for performance. For example, a drag-and-drop editor allows you to quickly create and customize your website without having to learn code or hire expensive designers.
Using tried and tested landing pages and email templates can make a huge difference enabling you to create high-converting pages with minimal effort.
In addition, a range of SEO tools is needed. It is vital to track the performance of your website and optimize it to get the best results. You can combine this with an analytics dashboard to track performance over time and make adjustments as needed.
At the core of all of this are evergreen marketing strategies that will build momentum and increase demand.
In conclusion, evergreen marketing is not time-sensitive or limited. It is an approach that is repeated and continually used to raise brand awareness and has a number of benefits:
- Provides value to your audience
- Grows your impact over time
- Is grounded in keyword and SEO principles
- Becomes the basis for social media content
- Increases your website traffic
- Generates a steady flow of leads
Carrot (a SAAS – software as a service company) provides websites and online marketing services for real estate investors, realtors and other high-margin service businesses. Most importantly it’s a tool that helps business owners build a brand and create a website that converts leads.
Watch the Carrot Evergreen Marketing webinar
More on websites from past episodes:
Showcasing your personal brand on your website
https://paulcopcutt.com/episode56/
Using the Power of Google
https://paulcopcutt.com/episode6/
When you’re ready here is how I can help you;
Work with me and my team on defining and growing your personal brand and building your business.
Let’s set up an initial call to discuss what that might look like https://bookme.name/paulcopcutt/bb