Although his business is doing very well, – he manages over 160 properties, and sells 1-2 homes a month- he has done very little marketing, real world or online. Realty Executives does list his properties on MLS, Craigslist, and a variety of other national real estate sites, however, he has never used cold calls, flyers, newsletters, billboards, PPC, or social media. His personal branding has been restricted to business cards, “For Sale” signs, a Realty Executives templated website and a few pens.
This project is a unique opportunity to demonstrate both the steps involved in, and the effectiveness of, search engine optimization and online marketing in growing an established, successful business. Unlike most case studies which are shared after the work has been done and the results measured, I’ll be sharing this one through occasional updates as the work is being implemented. I’ll include the strategies, tools, successes and failures that occur during this process.
Current Online Assets
Darcy’s online assets are limited to:
1. Realty Executives Templated Website:
Like many templated websites, it includes limited options for either customization or functionality. In addition the pages are pre-written Realty Executives Stock content. On the plus side, he does own his URL – DarcyPrice.com.
2. LinkedIn Profile: Although he doesn’t recall setting it up, I was able to find a LinkedIn profile for Darcy. There is no picture or profile information, and it lists him at Windemere Real Estate – the company he started with, but left a year ago, and shows one connection.
3. Blog: none
4. Newsletter: has not published a newsletter, but he does have a list of clients, owners, and renters that may be interested in receiving one from him.
5. Reviews: no reviews, but again, a list of satisfied sellers, buyers, owners and renters, that may be willing to provide reviews.
Measuring Current Online Presence
1. Analytics: the current site does not have Google Analytics, so the baseline traffic measurements and traffic breakdown will be established after analytics is set up.
2. Keyword Ranking: I’ve already completed the initial keyword research. I use My SEO Tool as a dashboard for clients to follow their SEO progress – it tracks their keywords and daily changes in ranking on Google, Bing and Google Local.
I’m tracking 203 keywords related to Las Vegas and Henderson real estate and property management. He’s not currently ranked in the Top 100 spots for any of the keywords that I am tracking, but does rank 1st for his name.
3. Website: Moz rates his Domain Authority as 9/100 and homepage’s Page Authority as 1/100. They show 0 inbound backlinks, while Alexa shows 3 backlinks.
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Thanks for reading! As always, you comments, questions, and share are welcomed and appreciated!