In a world where you can do almost everything online, real estate cannot be excluded.

More and more people are searching websites for information, listings, and more before they buy or sell a property.

As a real estate investor, you simply must have an online presence to grow your business. And SEO is how you do it. SEO for real estate investors is a great way to reach out to their target audience, get more leads and grow their businesses.

When someone is looking to buy or sell a property, they look to the internet for help. So, SEO for real estate is basically appearing on search engines when individuals are looking for someone to assist them in buying or selling a home.

Here’s how you can optimize your website to show up on the top ranks of the search engine results page to bring in more leads for your business!

Introduction

Real estate investors must have an online presence, especially in today’s world. But having an online presence doesn’t guarantee you the traffic your website needs. If you don’t get enough traffic then you might end up losing investment opportunities and can’t grow your wealth as you wanted in the first place.

But this unpleasant scenario can easily be avoided by using SEO for real estate investors.

SEO (search engine optimization) is a great way to increase the ranking of your website by enhancing various on- and off-page factors like page speed, backlinks, keyword content, and descriptive URLs.

And for real estate investing, everything from managing investment funds to dealing with commercial and residential properties, selling direct-to-buyers, and more, SEO is extremely helpful for investors.

So let’s get started.

How does real estate SEO work?

According to the National Association of Realtors, 44 percent of all buyers begin their search for a home by looking online for listings. The goal is to be high on the results returned when they click on that “search” button. Here’s how search engine optimization can make that happen for you.

Search engine optimization is important for every online business. Let’s dig deeper into how it works for real estate investors!

First thing’s first. What exactly is real estate SEO?

Well in today’s world, more than 80% of potential home buyers and sellers are searching through the internet to find information and services. So as a real estate investor, your website should appear on the search results page for potential clients to see.

And that is exactly what real estate SEO is.

Real estate SEO places your online listings in front of the individuals who are most likely to be interested in them. It can be used to attract more individuals who want to sell their property and to get more prospective purchasers.

For example, let’s say a potential customer is looking to buy a property in California. What’s the first thing they do? They Google it. And if you’re operating in the same area, with targeted SEO, your website will be shown to potential clients as soon as they click that search button on Google.

All you need to do is optimize your website with relevant keywords and after a comprehensive SEO strategy, your page will begin to rank higher in the search engine results page (SERP) for potential clients to see!

SEO Scrabble Words

How Does it Work?

When you google for something, Google and other search engines comb through their libraries of data. This is accomplished by conducting a rapid search through its index, which will return the most relevant results for your inquiry.

It’s a difficult thing to actively search billions of pages (like you would in a physical library) and deliver the best, most relevant content to the searcher in only a few moments. As a result, prominent real estate search providers such as Google, Bing, and Yahoo all use algorithms to do this.

Their algorithms are constantly on the lookout for high-quality information to satisfy their audience’s web searches. When they come across a page that they consider to be of high quality, they archive it and file it under a classification, in this case, real estate.

Numerous components other than the keyword help Google in determining the website’s niche, such as the authoritativeness of the content in terms of the source’s legitimacy, mobile device screen size, the date of a specific piece of content, page load speed, and whether your business is local or not.

Why is it important?

Many real estate agents and brokers spend a significant amount of money on online traffic and lead creation. However, only a few channels can offer them the kind of return on investment that real estate SEO does.

Given that 44 percent of modern home purchasers explore real estate listings on the internet first before deciding to buy and almost 95 percent of buyers under the age of 36 report being influenced by their google search results, SEO’s great performance in real estate shouldn’t come as a surprise.

According to Backlinko, the first page in Google search results receives a whopping 32% of all visits. Furthermore, 75% of internet users do not browse past the first page.

This is why getting to the top page is critical, and if your website scores well enough to be on the first page, you’ll get significant leads!

This is the goal of SEO: to get your website to the top of Google for the keywords your intended audience is looking for. If you aren’t there, you can bet that your competitors who do rank in these searches are robbing you of thousands of clients, and millions of money.

If you really want your business to do well and shine in the competition, SEO for real estate investors is exactly what you need!

Achieve Positive Business Outcomes with SEO for Real Estate

Here are the benefits of SEO for real estate investors explained in detail!

Increased Brand Recognition

Once your page starts ranking higher on the search engine results page your business will gain more recognition!

Your webpage will be more popular among visitors if it appears at the top of search engine results pages. As previously stated in the statistics, more visitors will visit your website and contact you more frequently.

The more calls you get, the more people will know about your company!

Keywords, site performance, and how users interact with it are all considered when ranking your webpage. As more prospective customers become aware of your website, they will come for additional visits, follow you on social networks, click on email offerings, and share your content.

Some of these variables are recognized by search engine algorithms, resulting in a higher ranking.

Because of the higher ranks, you’ll get via SEO, you’ll be able to raise the exposure of your real estate agency.

Man happy for the result shown on the monitor

A higher return on investment

In terms of click-through ratios and revenues, SEO surpasses other marketing approaches, making it often considerably more profitable. SEO will continue to create more revenue for your business as the number of people using the internet to search for a new home grows.

The cost of SEO is determined by several criteria, including the project plan, the services provided, the duration the company works with you, and the firm’s scale.

On a monthly contract, you should anticipate spending anything from $500 to $10,000, depending on the type of SEO strategies the company will conduct for you. You could buy on-demand customized SEO services if you don’t want to commit to a monthly retainer contract.

While SEO’s low expenses are a big plus, the actual value is in the return on investment.

More Leads and More Traffic

Website rankings will not drive visitors to your real estate website by themselves, but they will help. 64.5% of internet visitors click on the first three results while Only 30% click on anything after the third result in a search engine listing.

Only about 10% of Internet users will notice your webpage if it’s on the second page of search results. SEO is a cost-effective and dependable approach to rank high in search engine results and increase traffic to your real estate website.

Quality is just as important as quantity when it comes to the keywords you choose in terms of traffic and leads. Only aiming for general terms like “real estate” or “homes for sale” may get you more results pages, but it won’t help you score high. More significantly, you won’t be able to attract local buyers in the market for your business if you choose these broad terms.

Although an SEO plan that targets buyers based on geography, home models, communities, and other particular criteria may not result in millions of hits, the visitors who do land on your site will be better qualified and more likely to contact you.

These individuals are considerably more likely to convert after seeing your website. Conversions from organic traffic outnumber those from paid traffic by 25%.

Using SEO to improve your presence in search engine rankings for the keywords that are most relevant to your real estate business and those that attract your local clients pays off big time.

Authority and Leadership

Keywords aren’t the only factor that can take you to the top of the SERP. Your website’s reliability is equally crucial. The top results in an online search are regarded by most visitors as the most authoritative and informative, yet achieving both takes time and work.

Websites having authoritative material that has been linked to by other websites are preferred by search engine algorithms. This means you’ll have to put in a lot of effort to create articles, blog entries, and other content that appeal to potential house buyers.

If you provide high-quality material, you’ll be able to draw links from authoritative websites, which will enhance both your authority and traffic. Clicks to your high-quality content will result in user reviews and referrals. Your connected material will establish you as a real estate authority over time, boosting your rankings even further.

Man browing in samsung tablet

Build Right Strategy – SEO for real estate websites

Having the right SEO strategy is crucial. Setting up statistics and goal tracking should be your first priority. This is where you should start because it will assist you to get the most realistic assessment of the before and after outcome. A proper SEO campaign should contain keyword search, on-page optimization, page loading speed, and more.

Let us walk you through a proper SEO strategy!

Keyword Optimization

Keyword optimization has always been an important part of real estate SEO. You can’t anticipate a scattergun technique of sprinkling random stuff around your website to bring in the target audience you want or need to rank for.

To find out what key terms your prospective clients are using in their search searches, you’ll need to do some research. Specifically, you should look for less competitive keywords for which your competitors aren’t battling tooth and nail to rank. If you optimize and rank your content for these strategic terms appropriately, you can get practically free traffic.

There are plenty of keyword optimization methods to choose from. Targeting local-specific keywords that incorporate national or global topics is one method. There are various professional solutions available for acquiring powerful keywords with high search volume and low competition.

Ahrefs and SEMRush’s services with their notably game-changing competition tools can help you figure out what SEO approach to adopt. This gives you a clear idea of the content type, topic, tonality, and precise subheadings their content covers. You can also grab their keywords and use them to create content that will divert their organic traffic to your site.

While subscription-based SEO research tools like Ahrefs (which are well worth the money) are available, there are other free SEO research tools like Ubersuggest, Google Ads, and even your own Google Analytics console.

It is possible to target a specific audience with Google Ads by using key terms that have been successful in attracting them. To be fair, the data on these searches isn’t all that specific, especially if you’re not paying for Google Ads.

It’s no longer a secret how effective real estate SEO can be in terms of the weight of results it generates. Many of your competitors have already made significant investments in real estate SEO and are scouring the internet for real estate SEO advice that will give them an advantage.

Loading Speed

A staggering 53% of today’s internet users will abandon a page that takes longer than 3 seconds to load. The amount of conversions you obtain from a page is strongly influenced by its loading speed. It has been observed that even a one-second delay in your load speed could result in a 27% decline in leads.

Google, in particular, despises slow-loading pages, with page speed accounting for a large portion of the algorithm used to determine rankings in SERPs. Load speed is equally critical when it comes to mobile device searches.

Coding shown in computer monitor

On-Page Optimizations

The intentional adaptation of certain on-page features is critical in real estate SEO. This is especially true for organizations focusing on local real estate SEO.

To improve your site content for local search inquiries, provide specific information such as your registered office, active contact information, and, of course, your company name. These particular details must be replicated across all of your citations and local listings.

Meta descriptions, page titles, text, content, location, and state names are all vital on-page factors. To ensure that your search visibility is more localized, we recommend that you maximize your Schema local markup. This way, when search engines crawl your site, they’ll be able to detect if your material is tailored to a specific demographic. Real estate companies should develop an XML sitemap to ensure that search engines can index their listings.

Your page title is an important on-page feature to get properly. Your major keyword should be included in your title, according to best practices. This is your H1 tag, yes. It is substantially easier for your website to rank when the page’s primary keyword is positioned at the beginning of your H1 than when the primary keyword is inserted in the mid-region of your H1.

The meta description is the next item on our real estate SEO checklist. Meta may seem insignificant to you, but it is not to search engines. Your meta provides Google and others a more precise look – in terms of the snippet – of your site when it contains the proper keywords.

Google has long stated that your meta does not directly affect your ranking, but it does affect your clickability in search results that prospective web users receive. When that page is indexed, Google will display this information. The appeal (and clarity) of your meta impacts how appealing that website is to visitors to some extent.

Get Advice from Real Estate SEO Expert

This may all sound confusing if you are not that into Google and website optimizations. But it doesn’t have to be like that. You don’t have to do all of this on your own. Honestly, if someone who doesn’t know how websites work would probably spend weeks, if not months, trying to do all this by themselves.

Even if your website has great content and great products, it may still fail to rank high and bring in the leads you need. Well, that is where SEO companies come to your rescue. Digital specialists are more affordable in today’s market, and they employ teams of competent IT and content professionals.

Ardor SEO with Kris Reid

Various companies offer SEO services for real estate investors such as Ardor SEO. These companies are SEO experts, they know how to get all the rankings and leads your website needs. They study you, your brand, your target audience, and your goals and after that, they pull out an SEO strategy specially tailored for you and your needs.

Kris Reid, the CEO of Ardor SEO says “building a website is like building a house. You have to have a strong foundation.” And Kris is not only an SEO expert but also a real estate SEO expert, meaning he works heavily with real estate investors, realtors, and real estate companies. The company also guarantees that they can get you the results you need!

So don’t worry about how to master SEO on your own and get advice from real estate SEO experts!

Conclusion

In conclusion, this guide was prepared to give you an idea of what a real estate investor needs to know about SEO to attract quality local leads to their websites. It may look like it’s a lot of work, yes. But in the end, all the time and the work you put in will be worth it.

Make sure to invest in long-term, high-quality, and legitimate SEO services, like Ardor SEO, to save time and money!

Even if you are not a business owner, this podcast may have some real nuggets of information to help you understand online marketing in real estate.

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Kris Reid: The way you have a successful SEO campaign is you don’t just shoot from the hip. Building a website is like building a house. You need to go and do the foundation work first.


[music]


Aaron Fragnito: All right ladies and gentlemen, welcome back to the Passive Cashflow Podcast. I’m your host Aaron Fragnito and we are here with a special guest Kris Reid. How are we doing today Chris?


Kris: Fantastic, man, coming to you from Saigon in Vietnam where if you like the sun it’s always hot and sunny here.


Aaron: My gosh. Yes, I love that. I’ve always wanted to go there. Good morning Vietnam. I have never been over that part of the world but it sounds beautiful. One day I’m getting over there. Once my real estate holdings mature a little bit more, I’m going to make a journey over there.


Kris: It’s a real nice place I tell you. Like many people, I came for a visit and got stuck.


Aaron: Yes, that’s awesome. That’s the cool thing about working online, right?


Kris: Hell, yes.


Aaron: All right, anyway I bring this to what you do. It’s very cool, it’s not just SEO. I didn’t want to just bring out any SEO guy, you really focus on the real estate end of it and that’s hugely important and I wanted to learn more about what you do and how you do it.


Kris: Very much, sir. Truth is most people don’t even understand about the purpose of website. I talk to people all the time that they spent $10,000 or $20,000s on a website and it generates them zero business and you go what the hell is the point of that. You just wasted money. Go and put up a Facebook page and do nothing to that it’s worth the same amount.


The uncomfortable truth with business though is that most businesses fail. The vast majority of them fail and they don’t fail because they’ve got crappy products or services or the entrepreneurs’ not working hard enough, they fail because they can’t get customers. That’s the problem that we solve. We get your message directly in front of where your ideal customer is looking which is Google search, get them to your website, get them to take action, and become customers.


Man, when you got that predictability in your business, it makes all your stress go away. I think it was Larry Page the co-founder of Google said, “Revenue cures all problems,” and man it really does. It just makes business fun again.


Aaron: Yes, it really does. Seth Martinez my business partner and I have been saying that for years as we run a small business and grow it into ideally medium-sized business. You run along with challenges, things that cost more than they make especially off the back but it’s all about being revenue-generating. I’m guilty being a business owner that’s always looking at the expense column and being like how can we cut out the thing that’s 12.99 a month that we’re really not using. That’s important in one sense to always keep an eye on that stuff and be somewhat frugal as I’ve been called but also on the other end of it, revenue, revenue, revenue.


These days, people really don’t want to do business with paid ads necessarily. I for one when I’m searching for a service provider, I Google it and I click on the first and second SEO result because I know how paid ads work you just got to pay to play that you could be a really poor business and still have a great paid ad placement if you have the money. SEO I think is becoming more and more relevant as people understand how the internet works. Would you agree with that?


Kris: Well, paid ads certainly work or Facebook and Google would be worth nothing. Facebook is a whole different weird. They try and not limit everyone’s reach so that you have to pay money with them and it works really well that’s why Facebook makes money. Google makes a hell of a lot more money. They do that because that’s where people search. No one’s going to Facebook to look for a new product or service. They go and chat with their friends. Every now and then, you get some good targeted ads, you click on it, you buy a product, it does work.


Google, when you’re looking for an investment, you go I’ve got 50 grand and I’m searching how to invest $50,000, you go to Google to type that in, or if you’re looking for a luxury realtor in Atlanta, you go to Google’s to type that, you don’t go to Facebook. Google ads do work or Google wouldnt make any money that’s the vast majority of where Alphabet the parent company of Google gets all their money but only around 6% to 8% of people click on ads.


That means 92% to 94% of the traffic is going to the organic listings. Even if you were trying to buy all the ads and if it works and you get a valuable return like ads are great because you can turn them on right now. If you turn your ads on and you spend 10 grand a month and you’re making 100 grand, why would you ever turn off? There’s no reason at all. The beauty with SEO is you get all the rest of that traffic, the 90-odd percent of that traffic goes to the organic but the beauty of SEO is the compounding effect of it.


The work that you did this month if you go and rank an article in Google, it’ll rank next month, it’ll still rank the month after, and you get it next year and the year after. All of the work that you keep putting in there, it just builds up your traffic month after month, year after year. That compounding effect like once you hit that hockey stick growth– because one of the tricky things with SEO is that Google doesn’t trust new websites because it’s really easy for anyone to write any crap what they want on the internet. Google’s got to filter that out and say like they love big trusted with authorities. When you have a little website, Google’s looking at your website through a fine-tooth comb trying to find any issues with it or build up trust with you.


Once you’ve gained Google’s trust and authority by showing that you’re a trusted authority, they will reward you with traffic and it just gets really really easy. You write content and it just ranks. It’s a really big barrier to entry but once you get in there the rewards are amazing.


Aaron: Absolutely and as a business owner, I’ve done both SEO and paid ads and I feel like paid ads really actually break the bank a lot more because you’re constantly chasing that white rabbit of getting your costs down per lead, getting that sales funnel properly developed. Then with SEO, the people I find with SEO, the conversation’s different. It’s like, “Hey, I Googled best real estate investment group around me and you guys popped up like number one,” and that means a lot to people and that’s a nice conversation than, “Hey, well every time I log on to Facebook, I see your company. What do you guys do?”


That’s not a bad conversation either but at the end of the day, I really like SEO. I love how being a thought leader, being an educational source in this industry, Google recognizes that and says okay these guys know what they’re talking about, they’re a good resource to people that are learning about this industry and that’s the cool side of technology when it works. I like that and that’s your job to crack that code.


Kris: For sure, one thing that people don’t really understand about building a website or building any tool, well, what you’re trying to build is a traffic firm. It’s really important to understand that. Your website is somewhat like a business card, it needs to get into people’s faces or it’s worthless. It’s the same with your business card. You need to get out and hand it out but then you need to invite people to do business with you so the four stages of having an awesome website.


In stage one, identifying your customer avatar. What is that person searching for? Like a really great keyword for multi-family syndicators is how to invest $50,000 because you’re pretty sure someone searching how to invest $50,000 has 50k they want to invest. Understanding who your customer is, what they’re searching for. You need to structure your website, write your content, and show Google that you’re a trusted employee. That in itself is quite technical so we’re not getting into the weight too much but then Google pops your website in front of where that person’s looking.


Then you get into the real interesting part which is need to capture that person as a lead. For example, say you want to write some keyword how to invest $50,000. You might have a five-step guide these are the five different steps you can go and do this and that and this and investing with my firms definitely is the best ones. You’re crazy if you don’t. Then you can have a nice lead magnum. You have a time to pop up so that when people are halfway through the article, this pop-up comes up or an exit intent pop up so if they don’t go to read the whole article and they go to leave and the exit intent pops up or even if they do get to the bottom, there’s a nice strong call to action that say, “Hey, download our guide about the five biggest mistakes people make when getting started with investing.”


That guide is super relevant to what they were just searching for and what they just read about so they put in their email address and they download the guide and then they’re like, “Wow, this dude really knows about investing, that’s some really great advice,” and so now they trust you. That’s where your website’s pretty much done now into an email merch campaign. That’s when you send follow-up emails, “Here’s some case studies and some people will work with. Hey, listen to me on this podcast.” You’re building up authority like buy, buy, buy, buy because especially if you’re asking someone for $50,000 to invest with, you need to build up trust.


You’re not going to meet some guy on the street and go hey give me 50 grand. Get out of here [unintelligible 00:09:43] where if you show them some case studies, show some other customers, show them a podcast that they’ve been on especially me with my funny accent, I work with Americans a lot. It’s nice that people heard me on podcasts before. When they jump on a call with me, they’re not like, “Oh my God, what is he talking about,” and they use that special plan. So only by then when you ask them to book a call with you, they’re proactively sought you out. They understand what you do, and they see you as a trusted authority. Man, it’s super easy to close those leads and that’s how you build an awesome website.


Aaron: Absolutely. That’s my job is to be a trusted authority to explain to people what we’ve done, our track record what we know, and the experience our investors have had with us, historically, and that’s really what we try to convey to our group and hopefully, we do a good job of doing it but that’s every business owner’s challenge to brand yourself properly and be that resource without being too salesy.


I think and what, I’ll see if I can critique myself, I think sometimes I’m guilty being too much of a salesman. I have always been a good salesman, I’ve been told I could sell snow to an Eskimo. At the end of the day, it’s about building a good relationship with your customers, building that trust being a resource so that the content you’re putting out is like good content. That’s nothing I tried to do. I tried to put out good content, not just like fluff stuff or fluff pieces. I really tried to dig into– we talk about the challenges we’ve had, the things I’ve learned, keep stuff up to date on what’s going on.


Kris: When you’re in an industry yourself, where you’re asking people for big sums of money, and it is confusing, it’s hard to understand the intricacies of it. That’s why you work with experts. You need to educate people without confusing them too much. That’s the same as [unintelligible 00:11:40] it’s not easy. If it was easy to do that everyone would do it and it takes considerable investment. It takes a lot of time and commitment. That’s the difference between businesses that succeed because they invest that time and that resource into it, like learning all about it is really tricky.


In fact, two books I really highly recommend that changed my business a lot. I knew nothing about business when I got started, I was a software engineer most of my life. They’re both by the same author called Mike Michalowicz, first ones called Profit First about how to always have a profitable business, which might be easy for some people that understand numbers, but gumby like me, had no idea and that really helped. Actually, keeping a business profitable, makes life a lot more fun.


The other book is Clockwork, about how to build a business that doesn’t revolve around you. We’re not perfect at it yet but I can still go on holidays for a month and come back and the business is humming along pretty nicely. The promise of that really is sticking to what you’re good at. Our company makes money when our analysts are doing billable hours for our clients and anytime that they’re not doing that they’re wasting company resources. That’s what we want to focus our people on all the time, not doing other things like we even have a professed accountant that does our books, we have a local company that does payroll here, anything that’s not related to our expertise, we don’t do.


You’re crazy if you want to sell your own house, you use a realtor because that’s what they’re good at and you’re crazy if you want to build your own website, because why compete with an expert, just hire an expert to get it done.


Aaron: I remember, I tried to build my own website a number of times, and it ended up sleeping at the end of the day, any reputable company is going to hire professionals.


Kris: I was a software engineer for over a decade and still, when I talk SEO with our analysts, they’ve swim circles around me, like it is not easy. It’s really tough. Google has an army of software engineers that constantly work on their algorithms. All they’re looking for is the same thing. Like people go, I SEOs are changing. It’s not. Google’s just getting better. Finding out the crap.


All they’re looking for is trusted authorities so don’t try and cheat Google. Just give them what they want. Build a really nice website with really good content, and don’t try and rip people off. It’s like vesting in your business. Google will just keep rewarding you with more and more traffic and as the years go on, how more valuable is that going be like, if you consider what the internet was just five years ago to compare to that? What’s it going to be like in five years? [crosstalk]


Aaron: [crosstalk] Google every day. As a business owner, I’m constantly searching plumbers, electricians, you know what I mean [chuckles]. Oh, my gosh, I’m renovating a hotel right now. My Google history is just constantly searching for good contractors. [crosstalk] That’s it and it’s funny. I’m at the point like I know, contractors, Google files, they’re usually not good. Not like review-wise, but just like they haven’t like claimed their business sometimes, or the phone number doesn’t go anywhere.


It’s amazing but then you actually get ahold of the guy and he’s like, “Yes, I’ve been fixing toilets for 28 years, I know everything you need.” I am like, “I need you over here right now.” It’s amazing. These businesses you find that really have no SEO, no website, they haven’t even claimed their business on Google, which is free. They have no [crosstalk].


Kris: [crosstalk] An independent contractor, it’s not building yourself a business and there’s a very big difference. A lot of entrepreneurs end up building themselves a job. I did that originally. I’d come from working in finance, working in big banks, making software, getting paid loads of money, and to work with myself, working seven days a week, never being able to take a break, and sometimes I make payrolls. It’s like, this is crap and then you build actual system, processes and build a real business.


That’s part of having a real business, having consistent deal flow, you need the right amount of leads coming in to be consistent. Any business, you can’t have ebbs and flows. I’m just reading brilliant book by the founder of Nike. He’s talking about supply and demand. He’s like, that’s the killer of every business trying to manage the ebb and flow of supply and demand. It’s so true, you can’t have 1000 customers one month, and then 10, the next you need to keep that consistency and that’s the beauty of all digital marketing, it can bring that consistency.


Aaron: Absolutely. That is the goal and that’s the thing about our business too. It is a little bit ebby and flowy, because we will bring on a big property like right now we’re buying a 27 unit in Raleigh, so I’m raising about $1.2 million or so and so the gas pedals down, the VAs are moving, the doors are opening, we’re doing the marketing again, things are pushing out.


It’s like we have the ability, we’ve created a system that we can wake up and get it going, or we can turn it down as well because we have to do that for our company because I’m going to raise 1.2 for this, I’m going to raise another 800 for another deal. “Oh, my goodness, I actually had three more– You know what, maybe we’ll just keep the gas pedal down, actually, for the time being, we’ve got a lot of deals coming in.” Then no deals for like three or six months and you got to put together you got to turn off a little bit.


Kris: Just on that, say you need to raise $1.2 billion, right?


Aaron: Sure.


Kris: Say your average investor is $50,000 so you need 240 investors. You imagine, if you go in email funnel, and say your list, it needs to be 10 times that, because you send out to your list and one in 10 people become an investor. You need 2400 people on your list. That’s not a very big list. That’s pretty okay to get. Just imagine that your website converts at 10%. One in every 10 people just to keep the numbers really easy. You need 24,000 people coming to your website to build that list.


That might sound like a lot and it is, in that in a year, with a decent-sized campaign, you can go from zero to around 5,000, 6,000 visitors per month. By the time you’ve got there, so in a year, you’d have that 24,000 but after that, every four months, you’d have another 24,000. You could just raise an extra 1.2 every four months.


Aaron: Now how does that work? You’re going to be creating content on the website for the company and– yes.


Kris: The way you have a successful SEO campaign is you don’t just shoot from the hip. Building a website is like building a house, you need to go and do the foundation work first. You need to understand what the look looks like, and build a design, what house do you want? The first thing we do is, you have a deep dive call with our client to understand who’s your customer? Do you want accredited investors or regular people because it’s much easier to sell to a 10th of those people that are putting in $500,000 in


$50, 000 [unintelligible 00:19:41]. You have to decide which ones you want.


Aaron: Agreed.


Kris: Then we do the keyword research to see exactly what are these people searching for? We do a website audit to understand why your website’s not performing currently. Then we build a strategy. How do we get from A to B? We want to have a target. If it’s you want to to raise $1.2 million at a drop of a hat, then we go “Okay. This is how many leads you need. This is how much traffic you need. This is all the work that we need to do over a 12-month period.” It is like clockwork. We actually guarantee our results because you follow our strategies and it works every time. We go, “This is exactly what you need to do and then the client says, “Cool, get on and do it.” That’s exactly what we do.


Aaron: Who does the actual SEO? Are you more on the consulting side or do you actually do the work as well?


Kris: We handle everything. We have clients in– We work a lot in real estate whether it be realtors or syndicators or whatever. We specialize in real estate mainly. We do everything. Generally, people don’t have time. Look at your schedule as it is. It’s packed. Do you have time to be writing content?


Aaron: I turn a false schedule today. It’s a crazy day. We got to wrap this up.


Kris: Exactly. Exactly. If we waited for our clients to be running content, it would never get done. We assume that our clients will really do nothing. Let me give you an example. One of our clients whose name is Avery Cowell, she sells short-term vacation rentals, and man, she’s a gun. This woman is really awe-inspiring. We’ve been working together for about two years now and her account manager knows her so well now and knows her business so well that they barely ever talk.


I’m friends with Avery on Facebook. She’s just been driving around in an RV around the country, around the US with her kids. Oh, just this amazing holiday. Well, we take care of business for her.


Aaron: Wow.


Kris: Actually, let me read this out for you. Avery told me that she sold $56 million in real estate in 2019 and $158 million in 2020. That’s the growth she can get with her SEO campaign.


Aaron: Yes, that’s very cool. You don’t have to–


Kris: Enjoy your ride, Avery.


Aaron: She’s coming on the podcast. I have her, I think, next week’s schedule for the podcast, a very exciting guest. I’m looking forward to it.


Kris: You’re going to love it she is a gun. She is really awe-inspiring. Such a lovely lady too.


Aaron: Cool, cool. Wow, that’s exciting. That’s exciting. Now, just to give an idea. Let’s say I’m a brand new realtor and I’m ready to hit the ground running here, and I hire your company for the service you said. I want to drive about 24, 000 hits to my website over the next year and then have a system that goes from there. I know there’s a lot of things to things to figure out the budget for that but just to get an idea if I’m a small business owner, what would I expect to pay for a service like that, roughly.


Kris: Sure. Like any company that just shoots from the hip and tells you a number is total BS. You need to do the research first. The first thing that we do is build someone in the strategy. We charge for that because it’s really valuable work. We charge $3,000 to put together a strategy. That might sound like a lot of money, it might not. I don’t know. [crosstalk] It is critical because if you screw up your strategy, everything else is going to suck. Everything. It’s the most important part.


Then the implementation of that strategy. Again,if you go with a cheap firm, like I speak to some people and they’ll go, “Oh, yes. I’ve been paying this company $400 bucks a month for 10 years and you’re like, “What can you do for $400 a month?” You search in Google what the average SEO salary is, it’s a six-figure salary. It’s like, “Yes, no one’s working for $400 bucks a month that knows what they’re doing.


Aaron: I got taken by a company. It was like $1,000 a month actually but they did nothing. Then I had to hire another SEO company to fix what they did wrong. They took me for 14 months. Every time we got on a call, they would be like, “Well, we just need more time,” because I wasn’t really understanding what they’re doing so we were just like, “All right. I trust you guys. Let’s keep making it happen, I guess.” Eventually, I said, “No, you guys [crosstalk]


Kris: We understand that too. You do have to have a lot of trust. That’s a big reason why we guarantee our results because that takes a lot of pressure off the customer. They’re like, “Cool. Well, you guarantee what you do then I don’t have to worry about so much.” That’s great too because it gives us a lot more freedom to say, “Hey, just let us do our work, please.”


Aaron: I love it.


Kris: That’s the customers we want too. It attracts us the right type of people that want to be very hands-on. The implementation of strategies, there’s really no upper limit. The internet is bigger than any of our human brains can comprehend. Some keywords have 50,000 searches a month. I know the keywords around how to invest $50,000 has something like five or 6,000 searches a month. That’s a great keyword.


There’s no upper limit. The minimum we work with is $3,000 a month because it’s just not worth us getting out of bed for anything less. You can probably go to cheaper places but I don’t know if they can guarantee the results.


Aaron: Of course, of course, of course. As far as developing the website and the sales flow as well, that’s a different company, a different service you got–


Kris: We handle absolutely everything. If you don’t have a domain, we’ll help you register the domain. We’ll set up hosting. We’ll build your website. We’ll always build the minimum website. There’s no point in building this giant amazing website that costs $30,000. Web design companies that charge $30,000 for a website, they’re stealing people’s money. We’ll do the minimum.


In fact, Avery, it’s not until year two that we started working on her website. We didn’t build her original website. It looked a bit crappy but the crappiest website in the world will convert if you send enough traffic to it. Most people’s problem is they don’t have enough traffic. That’s it so we just send lots and lots. We always work out what’s the best thing that we can do to get you to make more money. Even if you start out with $3,000 with us, I’m going to ask you, “What do we have to do to double the budget because it’s way easier for us to work with one customer that’s spending $30,000 than 10 customers spending $3,000 a month. We just keep on doubling that budget. That’s always the goal.


Aaron: That’s great, Kris. How can people reach you and find out how to connect with you and what do you have coming up?


Kris: I got a special offer for anyone listening which is pretty awesome. In fact, we’ll show you how damn good SEO is by putting content on your website. If you go to ardorseo.com if you can’t tell from my funny accent ardor is spelled, A-R-D-O-R means to do something with a fiery passion. ardorseo.com/content, put in your details there and you can get some free content for your website.


We’ll do some keyword research to see what you’re capable of ranking for. The smaller your website the smaller keyword, the bigger your website the bigger the keyword [unintelligible 00:27:05]. We’ll write the content, we’ll post it to your website. We’ll SEO optimize it. We’ll do the works to show you just how awesome SEO is. All you have to do is go to ardorseo.com/content put your details and we’ll take care of the rest.


Aaron: I love that. That’s like a free sample of SEO. I feel like I’m walking through a Costco and I get the free sample. I love that.


[laughter]


That’s how you go to Costco. Oh my gosh. That’s great. All right, so I’m going to check that out myself actually. Thank you so much for coming on, Kris. I really enjoyed our discussion. Of course, I’m Aaron Fragnito with the People’s Capital Group and the host of the Passive Cashflow podcast. Here’s another episode. I hope you enjoyed us talking about SEO. If you’re a business owner, if you’re a real estate professional, if you’re someone just trying to get more hits to your website, and then connect with Kris here. What was that website one more time, Kris?


Kris: ardorseo.com/content.


Aaron: That’s great. If you’re looking to invest in real estate passively and get in on these buildings that we’re buying right now in North Jersey, go to peoplescapitalgroup.com, schedule a discovery call, fill out an application form, and let’s get in touch and let’s figure out if what we do here at People’s Capital Group is a fit for your investment goals. Thanks a lot for joining us, have a good day.

Aaron Fragnito

Aaron Fragnito

Aaron has been helping people invest in Real Estate for over 10 years. He is a Co-Founder of Peoples Capital Group (PCG) a real estate investment and holding company. He is a full time real estate investor, as well as, the host of the New Jersey Real Estate Network and host of the Passive Cash Flow Podcast. Aaron has previously completed over 100 real estate transactions as a realtor and another 150 transactions in his current role as a real estate investor.

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