REAL ESTATE LAWYERS MARKETING
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Effective Real Estate Lawyers Marketing Plans
Legal marketing is a difficult task, and most lawyers have little or no expertise in real estate lawyers marketing. You have to wrestle with the fact that most of your clients are not going to be looking for you or paying attention to you until they have an immediate need for your services. And at that very specific moment in time, you need to make sure that you and your services are marketed in a way optimized to be right in front of them. It used to be that you could hang out a shingle, buy some room in the yellow pages of your local phone book and then passively wait for your business to take off. That’s no longer the case. You need to be active in developing a brand and selling it to prospective clients.
For those wishing to focus your marketing efforts within the niche of real estate law, hiring marketing support can be a beneficial strategy to help maximize your marketing efforts. Hiring experts who can help you maximize your website’s potential as well as develop other law firm marketing strategies can pay huge dividends for your practice’s client roster.
Real Estate Law
As real estate attorneys, you specialize in matters related to property. Whether a client has an everyday real estate transaction or a dispute, they seek out a real estate lawyer to assist them in the purchasing or sale of a property. When potential clients look for you, do they see all of the services you offer? Are they able to tell if you will prepare and review documents for them, whether you handle closings? Will they trust that you have their best interests at heart?
Your website, social media channels, and other media materials are the face of your real estate law firm for potential clients. The proliferation of technology in today’s society means all businesses have to pay attention to these tools when making decisions about how best to market themselves. When you hire the experts at Over The Top SEO, we will create a marketing strategy that focuses on your practice, your services, and your potential clients.
Attracting, Engaging, and Connecting Your Firm to New Clients
While there are many real estate law marketing services available, Over The Top SEO understands that your real estate law firm has its own unique needs and challenges. Our team of marketing and SEO experts specializes in forward-thinking strategies guaranteed to bring new clients to your real estate law firm or practice. Our experience marketing for real estate lawyers has given us the insight needed to find the right marketing solution for your real estate attorneys.
Search Engine Optimization: Maximizing search engine results is key to potential clients finding you easily. We can help you achieve first-page visibility using a variety of real estate law search terms and using the very latest in SEO techniques. Our experts will maximize your website’s ability to produce organic search engine traffic, and potential client leads for your real estate lawyers.
Web Presence: Your website is key to attracting and motivating potential clients. We can analyze your current site or build a new site from scratch. We will maximize your conversion rate for website visits, which means more clients for your firm, all while maximizing the keywords that will bring new real estate clients to your door. Our experts can generate more leads for your real estate law firm using our extensive knowledge of website visitor behavior.
Analytics and Insight: Make the most of every call and click to your real estate law office with the powerful analytics we can provide. Marketing efforts are only as good as your ability to track the results, and we provide you with the data you need to be sure your efforts are working and adjust accordingly. Your custom-designed marketing strategy will allow real estate clients to find you, and you’ll know exactly how each client ended up in your office.
Including High-Quality Content
High-quality content increases the amount of time people engage with your real estate law firm’s website, making them more likely to become a client. When your real estate lawyers include educational videos, informative handbooks, infographics, white papers, and other information on your real estate law website, you are investing in an important marketing strategy. Show your potential real estate clients you are the experts in the field of real estate law and highlight the knowledge and experience of your real estate attorneys using your website and other online presence.
Real estate law websites that regularly update their content have higher conversion rates (people convert from being a site visitor to being a client) and lower bounce rates (they visit your site without interacting or following through). We can help you create engaging content that will in-form your real estate clients about topics that are important to them, including their rights as a buyer and a seller. Your potential real estate clients want to know they are in good hands The content your website, social media channels, advertising materials, and other media tell them a great deal about your real estate attorneys and your firm’s areas of expertise.
We can help you create a website and web presence that will allow you to share informative YouTube videos about real estate, create free resources about real estate to distribute to the community, or publish an ongoing blog about issues related to real estate. All of these will allow potential clients to see your experience and trust that you can assist them with their real estate legal needs.
Selecting the Right Marketing Firm
Our global team has years of experience that can help your real estate law firm turn clicks into calls and turn leads into clients. You will have around-the-clock access to our team of developers, giving you the ability to make changes in real time using the most up-to-date analytics. The Over The Top SEO team has one of the highest satisfaction rates in the industry. An astounding 96% of our customers stay with us because they see the results we can provide. Contact us today to see what we can do for your real estate firm or practice.
Make Your Firm Stand Out
Few marketing strategies can bring new clients to your real estate law firm faster or more profitable than your search engine rank. Because of this, we have become experts in Search Engine Optimization or SEO. The landscape of SEO is continuing to evolve, and we have learned so much just in a few short years about how to increase rank on Google, Bing, Yahoo, and other search engines. As the algorithms change, so must our SEO strategies.
Our team of professionals at Over the Top SEO is working on the leading edge of SEO technologies. We are always testing new methods and building new tools that will increase your site’s SEO. As Certified Google Partners, we are sure to follow all relevant rules within the algorithms while still building your website to maximize search engine results.
Because we work with the search algorithms, and not around them, your website will never be reprimanded by Google or other search engines for using inappropriate methods of increasing your traffic. Your site will get more traffic because of our SEO techniques, and that can translate into more clients for your real estate lawyers. Our SEO experts are ready to help you with our website analysis tool, which will tell you how well your current site does with SEO.
Real Estate Lawyers Marketing
There are many strategies your real estate law firm can utilize to bring in new clients. Some strategies apply to nearly all aspects of the law while others are more applicable to real estate law. The following guide provides you with ideas of how your real estate attorneys can better market their services, and when you partner with a dedicated marketing agency, like Over The Top SEO, you’ll experience even greater success.
Law Firm Marketing Strategies
Real estate law is a type of transactional law. This type of law is really focused on the relationships real estate lawyers build with their clients. One of the goals for all real estate attorneys wishing to market their services should be to establish long-term clients who will bring recurring business to the practice or firm. Other, more traditional marketing practices will also be effective in bringing new clients to your real estate law practice.
Actively Seek Referrals
Because real estate law is relationship-based, one effective marking strategy for real estate lawyers is to seek referrals from existing clients and others with whom you have worked. You will need to actively work to cultivate referrals, as this is not something that will just happen. Begin this process by first examining your current client roster. Your real estate firm is already doing business with these people. Are there other, new ways your real estate attorneys could be assist-ing these new clients? When was the last time someone in your office spoke to each client to determine their current needs?
When talking to clients and others from whom you are seeking referrals, be sure to tell them what kind of work you are seeking. Are your real estate attorneys branching out into writing title insurance policies, or are they experts in handling lot line disputes? Are you looking for more commercial real estate transactions to balance out your residential work? Whatever it is, be sure others know what you are open to accepting.
In addition to clients, you can build a referral network in other professions related to real estate, including real estate agents, brokers, title companies, bankers, investors, accountants, and many others. They are people that can send business your way when they encounter people needing a real estate attorney. Your law school classmates can also be a good source of referrals, provided they are not also specializing in real estate law. If you approach anyone who has a transaction business, the chances are high that they are going to, at some point, need the assistance of a real estate lawyer or know someone who does.
Use Your Content for Marketing
Like any business transaction, real estate deals inherently come with many legal issues attached. It is therefore natural that buyers and sellers will have lots of questions and need advice during a real estate transaction. But, not all people know when they might need the assistance of a real estate attorney.
If your real estate attorneys want to attract new clients while also building confidence in their work, produce targeted and high-quality content to answer two or three of the most commonly asked questions in real estate law. Publish these resources on your real estate law blog, sharing new information regularly. This enhances your SEO, bringing you more web traffic, as well as establishes your credibility as an expert in real estate law for prospective clients.
You might also consider publishing downloadable whitepapers on more complex real estate legal issues, creating YouTube videos for first-time homebuyers, or publishing some of your real estate blog articles on LinkedIn. Ask one of the lawyers in your real estate firm to spend an hour each month answering real estate questions on websites like Avvo or Quora. Each of these resources should end with a call to action for potential clients, telling them to call your real estate law firm if they have questions or need further legal advice.
When potential clients are searching for a lawyer specializing in real estate law, most will com-plete an online search as one of their first steps. If your real estate law website does not show up in the first page or pages of their search, they will likely never find you. You need to make your website more SEO-friendly so that you will always be a top-ranked result in your area. You can optimize your real estate law website to drive more traffic to your practice and increase your healthcare marketing efforts using basic yet important SEO techniques.
Prioritize Calls Over All Else
Most lawyers will tell you that calls are important. Phone calls from potential clients are a very important way to convert a potential client into an actual client. Since more and more web searches are being conducted today with mobile devices, it is therefore important that any mar-keting plan for your real estate law office include a focus on getting more people to make that phone call. When people do make a phone call to a real estate lawyer’s office, they are much more likely to be ready to become a client.
Your website must be mobile-friendly so that potential clients can find what they need on their mobile device. Be sure there is an easy way for potential clients to call your office from your online landing page. If you decide to invest in a pay-per-click ad campaign (more on that below), be sure to include call-only mobile ads. A call-only campaign replaces the headline of a typical search result ad with a phone number. If someone is searching on their phone for a real estate lawyer, they are most likely ready to call a real estate lawyer. These mobile ads make sense.
Measure What You are Doing (So You Know What’s Working)
There is not much point in engaging in marketing or advertising efforts for your real estate attorney if you cannot see which efforts are successful. Identifying from where your new leads are being generated is an important metric for any marketing campaign. Make sure that any Ad-Words campaign, outreach attempts, or other marketing strategies have measurable outcomes that can provide you with actionable data. Your marketing strategy should be one that allows you to invest more in areas that are yielding new leads and eliminate those that are not.
Because phone calls are such an important marketing tool, it is paramount that your real estate law firm or practice is able to track every call you receive. You must be able to determine if the call originated from a mobile ad, a desktop AdWord Campaign, word of mouth, a professional referral, or some other source. Tracking your phone calls means you can more effectively allocate budget to marketing strategies. For example, if you see that most of your mobile-ad phone calls are coming in before noon each day, targeting 8 AM to noon with your mobile ad dollars would be an effective re-allocation of your funds.
Make Sure Your Firm Is Being Reviewed
Another way to be sure your real estate lawyers are placing high in Google searches and on social media platforms is to have excellent reviews. Positive reviews on Yelp, Facebook, Google, and other platforms are important to potential real estate clients. Your potential clients will look at your reviews on these platforms, and if your real estate lawyers do not have at least an 80% satis-faction rating, those potential clients will go elsewhere. When your real estate attorneys are ranked highly in Google, your firm or practice will appear near the top of the results on Google Maps. Encourage your current and past clients to rate your real estate lawyers in order to promote your business and land future clients.
Maximize Your Intake Process
If a client waits more than a day or two to hear back after reaching out, you are likely going to lose their real estate business. Emails, phone calls, and web-based inquiries should be responded to quickly, with care and understanding, and in a professional manner. It is still surprising how often client inquiries go unanswered, how long it takes for phone calls to be returned, or for cli-ents to be greeted by a less-than-friendly voice on the other end of the line. All of these opportu-nities for intake are also opportunities to turn potential clients into actual clients. When people call or contact your real estate law office with a question or concern, they want reassurance that you care. Without that, they will move on. This simple strategy is one that can yield great divi-dends.
A great way to maximize the intake of phone calls, which we know are important tools for culti-vating new clients, ensure you have a system for answering your phones 24/7. This could be an automated answering service, an after-hours answering system, or dedicated staff to field phone calls in the off hours.
Hire a professional
Having looked over all of this information, you might be overwhelmed. Your expertise is the law, not marketing. One way to make sure you get the most out of your marketing budget is to, in-stead, hire an outside marketing firm to advertise your real estate legal services. Some firms will try to sell you on a one-size-fits-all marketing strategy, but, as you can tell from the above advice, a universal plan is not the most effective or efficient plan. You need a marketing service that will work with you to develop a campaign that adapts to your needs, your target client and your unique services. You need a marketing firm that will work with you to find the best way to reach high-quality clients that need you the most.
OverthetopSEO can do just that. If you contact us today, we can get to work right away devel-oping a plan to get more prospective clients clicking on your website, and converting into your clients. If you didn’t need help developing a client base, you wouldn’t be here today.
Contact us today! It would be our privilege to start working with you on an effective, efficient marketing plan that emphasizes your unique real estate legal services.
Solo Attorneys: How to Get Clients
For those real estate lawyers who prefer to go it alone, outside of a real estate law firm or smaller partner practice, marketing your services presents its own, unique challenges. For the solo real estate attorney, the suggestions above will prove helpful. There are some additional strategies you can utilize that will assist in helping you grow your solo real estate practice.
Cultivating referrals will be doubly important for the solo attorney. Your marketing and advertis-ing budget must go far when you are on your own, and generating new business from existing clients is a very inexpensive way to create more billable hours for your practice. It’s much easier to open a new file for an existing client than to find a brand new one.
Keeping your clients happy and satisfied will also pay off in marketing dividends. You’ll spend less on getting a referral from a satisfied client than in courting a new one. Make sure your clients are reviewing your services in a variety of media channels, and address negative ads first-hand to quash any effects these might have on your real estate practice.
Potential clients will almost always look you up online before engaging your services. Your web-site is many potential client’s first impression of you. Make sure it looks professional, is well branded, so people know who you are and what you do, and be sure it is optimized for search. Focus your SEO keywords on your local market, targeting the geographic area you serve. Make sure you have a landing page just for referrals, so you can measure how you are getting new busi-ness. With many web development tools, you can even create custom landing pages, so each re-ferral stream has its own landing page, making it easier to measure where the referrals are being generated.
If you are not already active in trade associations in your local community, this can be a great source of referrals for your solo real estate practice. Join an association that is likely to have peo-ple who might someday need a real estate attorney. Get on the board of directors, chair an activi-ty, or attend and assist with important events. You can’t just go to a meeting and expect people to know and trust you, but if you are active and a face they come to recognize and trust. You’ll become known to many for your personality as well as your profession, and you’ll generate new work. Not sure which one to join? Ask your current clients which trade meetings they attend.
Real Estate Lawyers Marketing
Marketing for real estate attorneys using many different strategies will not only build your real estate client list but also bolster your reputation within your community. Cultivating satisfied cli-ents and building a referral network are key, but these will work best when used in conjunction with website SEO and other traditional marketing strategies. Over The Top SEO can assist your real estate lawyers with an effective marketing plan, providing you with the desired results. Our talent and expertise are here to serve your real estate law firm or practice to grow your business.
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