As an independent broker you have to take advantage of the tools available to you. One of the biggest tools in your marketing arsenal is simply the names of your agents and their group names (if they are part of a team.). Honestly it is one of the things that franchisors leverage to keep agents with them because it is easily accomplished it shows them that you are promoting THEM. Want some examples? Ok…let’s do this:
Case Study 1: Jennifer Meyer in Pelham NY. She is a newer agent and is part of a Sotheby’s brokerage in the area. Let’s Google her name and see how this works.
So the FRANCHISOR site (Sotheby’s) Rank’s #1 for her name + realtor + Pelham NY… this is true for virtually ALL searches that are being done for any name related to Jennifer Meyer in Pelham NY. They did this by creating a simple profile page on the franchise site and OPTIMIZING it so that Google takes notice.
Additionally you can see that because of the franchise site’s authority, it even outranks her site, JenniferMeyerHomes.com..which is respectable but #2. The BROKERAGE site is a distant #6 and has only barely optimized the site for McClelland Sothebys International Realtor followed by the name of the agent. They are basically GIVING that traffic away to the franchisor.
And before you go saying that you do not want a bunch of leads to deal with as a brokerage, PLEASE remember this. The number ONE source of traffic when people are Googling Agent Names and Brokerage Names is? Another Agent in town, looking up phone numbers. And the SECOND reason for Googling the name of the agent and brokerage is? Referrals from outside of the area.
So it is CRUCIAL that Indy brokerages do the following as part of their branding efforts:
- Google your Agents Names Quarterly and SEE how you rank.
- Build profile pages (at a minimum) that will RANK for their names and take advantage of the branding the same way that the franchises do. It is not hard!
- Have ANY of the agents profile pages and other sites they are on link BACK to the brokerage profile pages where possible…and at a MINIMUM have it link back to their site which has a link back to yours.