This presentation shows how search engine optimization (SEO) helps generate leads and revenue for commercial real estate brokers. I've worked with multiple clients, both in CRE and in other industries, and for all of them, SEO plays a vital role in helping boost their website traffic, leads, and ultimately their revenue.

1. How SEO Impacts Your Income
MARKETING INSIGHTS FOR THE COMMERCIAL REAL ESTATE WORLD

2. Why Have a Website?
We primarily have a website so people can do one of two things:
1. Find Commercial Brokers 2. Find Commercial Listings

3. The Common Website Challenge
Google show favoritism, and if your website isn’t a “favorite,” people will have a difficult time
finding your brokers and listings. Not being a favorite pretty much equals not getting any free
leads from Google. What’s the challenge? Making Google like your website.
Happy Google = More Leads & Revenue Unhappy Google = Fewer Leads & Revenue

4. The Solution
Make Google fall in love with your website? How do you do this? Work with someone who knows
how to push Google’s buttons the right way. SEO is what Google likes. As your SEO improves, the
website rankings will improve, which means more people are coming across your website and
finding your brokers and listings. This means you will see more leads and revenue.

5. The Question That Comes Up
“Okay, so I’ve been paying for SEO for a long time. What’s the proof to show that all this SEO stuff
is actually impacting my bottom line?”
That’s a great question, and any good business owner should ask the same thing, to make sure
they aren’t wasting money on something that doesn’t generate results.

6. The Answer… What to Look For
You need to see proof that your organic traffic is increasing. Organic traffic is traffic that goes to
your website because Google [or any other search engine] likes your website more than it likes
other competitor websites. This is not traffic that comes from paid advertising, email marketing
or anything else like that. A general increase in organic traffic will prove that your SEO efforts are
paying off. Remember that more traffic means your brokers and active listings are being found
more often, and that results in an increase in revenue.

7. Anything Else to Look For?
Try to use other tracking tools to prove that leads are coming from Google. Aside from using
Google Analytics, to show organic traffic performance, you can also use phone tracking software
to see who is calling you because of Google! If people are find you from Google, and are calling
straight from there, then there is no denying your SEO is working. If the SEO weren’t working,
then the phone would be a whole lot quieter!

8. An Organic Traffic Example
Item #1:
You can see a good steady increase in organic traffic for this website I worked on. They started
working on SEO in October of 2014, and since that time, they have seen a steady increase in
traffic. Other than the jump in October, when they first got a lot of important items taken care of,
they didn’t see any major jumps in traffic. That’s because SEO is a slow and steady game. Over
time, Google values a website more. This is a metric that proves their SEO work is driving organic
traffic. This means they are getting more people to find their brokers and listings.

9. An Organic Traffic Example
Item #2:
The holiday season isn’t good for commercial real estate brokers, because people aren’t as active
in searching for commercial real estate. They are busy enjoying vacations. It makes sense there
would be a dip (green arrows) in that time of the year. February is a short month, so again, it
makes sense to see a dip on that month (black arrows). Other than those times, this client has
typically seen a very steady increase in traffic.

10. Another Type of Tracking
Google is the #1 source driving our phone calls. Over the last six months this client had 78 calls
from Google and 48 of them were first time callers. That’s the equivalent of one first time caller
every three business days, just because of Google… or rather, just because of good SEO!

11. Last Question
Just because SEO can get people to find your brokers and listings, that
doesn’t mean your brokers will actually get an increase in revenue. It
means your brokers and listings are being found. That’s the purpose of
SEO. SEO isn’t what makes revenue. SEO is what give your brokers a
steady stream of leads. It’s up to the brokers to actually convert those
leads into revenue producing clients. The last question you should ask is
“Am I, and my fellow brokers, providing great content that results in
converting website leads into actual paying clients?” We know SEO will
drive traffic. You can drive people to find you online and you can get the
phones to ring. Just make sure you’re providing the website visitors
with the commercial brokers and quality listings they are searching for.
Are you doing that?

12. Get Listings & Make Marketable Brokers
The brokers need to show they are experts in their field, and they
need to show they can results. How do they do this? Here you go:
 They get plenty of listings to show for themselves, through
cold-calling and whatever other means they need to use.
 They position themselves as local leaders in their area of
expertise.
 They extend their network and amplify their listings, success
and credibility through consistent use of social media.
 They work with a good marketing professional to help boost
their visibility on Google, which results in more leads and
opportunity for greater revenue.

13. Need help with your marketing?
SHOOT ME AN EMAIL AT JOSH@JJLYONSMARKETING.COM!