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digital_brandingWhen you Google real estate in your local market, is your business at the top of the search results? With 92 percent of potential buyers house hunting online, boosting your online marketing efforts is crucial for building a successful business. Marki Lemons-Ryhal, social media expert and 2013 Agent Makeover Sweepstakes speaker, shares her tips on how you can dominate your online market below. Incorporate these tips in your marketing strategy to engage your network and turn online house hunters into real-life clients.

1.) Set “SMART” goals: When adopting a new online marketing strategy, set SMART (specific, measurable, action-oriented, realistic and timely) goals. If you want to break into a new market, outline what steps you need to take to become the new market leader. For example, to specialize in multigenerational homes, make it a goal to feature valuable content like “Elderly Care Tips” or “How to Decorate Dual Master Bedrooms” each week. Tip: Avoid the New Year’s resolution curse by revisiting your goals every quarter to chart progress and make any necessary changes.

2.) Know what’s trending: How are buyers searching for real estate in your market? Head to to find exactly what terms consumers are using when searching for homes in your area. Type your market + “real estate” (ex. Boston real estate) in the search bar, then see what keywords are being searched most frequently for your specific market. As you can see below, homebuyers are searching most frequently for “real estate MA.” Use these keywords throughout your content, bios and listing descriptions to boost your visibility across search engines. Constant analysis is key, so check and update your keywords every three to six months.

3.) Own your community: Social media is an easy and free way to control your sphere of influence online. Engage buyers in your market on sites like Pinterest, Instagram and Tumblr. These are highly visual sites that can give potential buyers a first-hand look at life in your market. Share valuable content like the Top Five Kid-Friendly Restaurants or Best Summer Hangouts.

4.) Be simple, be social: When building your online brand, keep your social content short, simple and engaging. Potential buyers should be able to read, understand and engage with your content in under three minutes. If you have great, but lengthy information, consider breaking it down into a series of easy-to-read posts. Engage your audience through different mediums. Photos, videos and infographics grab attention instantly and create a multimedia experience for potential clients.

5.) Stay consistent with “COPE”: Creating relevant content to share with your network can be time-consuming. When writing, remember to “COPE”: Create once, post everywhere. For example, if you write “Ten Tips to Boost Your Summer Curb Appeal,” you can post one or two tips a week and use that content for several weeks. Not only does this lighten your workload, but it ensures that your messaging stays consistent across all channels.

Do you want to work with Marki Lemons-Ryhal and other real estate industry experts on how to successfully grow your business? Enter the Agent Makeover Sweepstakes Presented by PNC Mortgage for your chance to win here.

Get more tips from Marki on how to work smarter, not harder here.