Picture this: You’re sitting at home one evening in front of the television enjoying family time, and your 2-year-old says, “Daddy, it’s raining in the house.”
You chuckle, and as you stand to pick her up, a water droplet splashes on the end of your nose. After further investigation, you find that a pipe has burst in your upstairs bathroom.
What’s the first thing you do?
A) Ignore it, and continue watching TV.
B) Attempt to fix it yourself
C) Google search “plumbers near me.”
You may have chosen B at first, but that choice typically results in C anyway.
Choice C is our winner, and that is how google maps marketing works.
When people search for realtors in their area, they need to find YOUR agency.
Not sure how that works? We’ve got you covered.
Continue reading to learn how to use google maps marketing to generate real estate leads for your agency.
How Does Google Maps Marketing Work?
Local searches account for 46% of all searches on Google. This means that people are searching for businesses like yours, and your business should be focusing on local SEO to drive leads.
There are three main components to Google Maps marketing: proximity-based results, ranked results, and Google Maps ads. Focusing on these essential three items will help you achieve a solid google maps marketing strategy.
Here’s the breakdown.
Proximity-based results are self-explanatory. If you search for a gas station on google, it will show you three listings after the paid ads and before the organic listings. These are the results based on your physical location, and they are also known as the Google 3-Pack.
The number of mobile searches checking for local businesses grew by over 250% between 2017 and 2019. Google Search Statistics by keyword show that the use of queries like “____ store open near me” and “____ on sale near me” has increased significantly in the last two years.
Because Google Suggest often encourages users to select businesses “near me,” this feature is very prominent.
Google Maps listings are prioritized into positions based on the user’s location, with position “A” being the closest and most prominent. Positions “B” and “C” are also provided if you need additional options.
How can you rank for the 3-pack? The best way is to optimize your Google My Business listing, which we will cover later.
Ranked results are when a user creates a search outside of their physical location. For example, they live in Los Angeles, CA, but they want to search for a real estate agent in Brooklyn, NY.
Since this feature is no longer focused on proximity, marketing is even more critical.
How do you achieve better-ranked results? You guessed it! You have to optimize Google My Business.
Google Maps Paid Ads
As with any platform, there is an option for paid promotion, and Google Maps is no different.
Google Maps paid ads are called promoted pins. When you open google maps and type in “real estate agencies,” there will be a listing at the top with a purple ad box, and the pin on the map will also be purple.
Aside from outbidding your competitors, optimizing your Google My Business is equally essential for promoted pins.
Google My Business Listing
We’ve talked a lot about your Google My Business listing, but what is that exactly?
Google My Business enables business owners to claim a listing for their business that may appear in Google search results. The listing displays information that searchers may want to know, such as an address, opening hours, and customer ratings.
Many businesses forget to claim their listing, or they claim it but fail to optimize it properly. This results in less visibility and a reduced ranking.
Here are a few tips to get you started.
Optimizing Your Google My Business Listing
You can take several easy steps to ensure your Google My Business listing profile is optimized, so you can start raking in those leads.
Provide All Pertinent Information
Be sure to provide the correct information for your physical address, phone number, web address, geographic areas you serve, and what services you provide.
When entering your address into your Google My Business profile, ensure that you use the same address information used by the USPS (or applicable postal service where your business operates). This includes room, suite, subdivision information, a complete nine-digit zip code, and anything else that makes your business easier to find.
A link to your website or a good conversion page is critical, and users will click the link to the website to learn more about your business.
Include and Optimize Photos
Quality photographs make your business more inviting, and they establish a level of trust with users. A photoless listing may seem scammy or unsafe to many users, and poor-quality photos may send a message to users that you don’t take your business seriously.
Include photos of your building, office interior, staff, and even clients (with their consent).
Images are also functional, and you can also optimize them to increase your visibility. You can use third-party apps to add metadata to your images, making them easier to find.
You could add the following metadata to your images to make them as optimized as possible:
- Physical address
- Geographic location
- Relevant keywords
- Comments about related services offered at your location
- Additional categorization information
Don’t skip out on the photos.
Reviews are crucial to your business! Users are looking for two things: the number of reviews and the star rating.
Would you choose a business with no reviews? How about the business with two stars?
74% of consumers say that positive reviews make them trust a local business more.
Be sure to ask your clients for positive reviews and address any negative ones.
A reliable My Business listing will help you achieve better results in the 3-pack ranked results and promoted pins.
As Google is used increasingly to search for local businesses, these businesses need to focus on local SEO and create a solid google maps marketing strategy.
To get started generating and converting leads, contact us today.
Need more local marketing tips? Check out The Essential Marketing Guide for Real Estate Professionals
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