Should Loan Officers And Real Estate Agents Pay For Search Engine Optimization?

So this is always one of the hottest topics and questions that I get about setting up a blog or content marketing strategy for mortgage loan officers and real estate agents.

They always ask…

“How is this blogging thing going to get me to the top of the search results in Google for my local keywords?”


“I want to be on top of Google (who really is “on top of Google, anyways?) for Scottsdale homes for sale,  Dallas FHA home loans, Philadelphia first time home buyer…  How is your system going to make that happen?”

And on and on.

VIDEO: Exactly What You SHOULD Focus On To Market Your Business Online

Why Chasing Mortgage And Real Estate SEO For Your Business Isn’t Their Fault

Look, it’s really not their fault.  In fact, as most all of them have asked “the internet marketing gurus” how to find success with their online marketing, the first answer they usually get is…

“You’ve got to get your Search Engine Optimization (SEO) plan in place and then spend a ton of money to make that plan happen.  And when you get to the top of the search results for your mortgage and real estate terms, you’re gonna get a TON of new business!”

But here’s the catch…

Most (if not all) of those internet marketing rockstars haven’t ever actually closed a real estate or mortgage transaction in their lives.

And even if they have closed a couple, they probably never got to the high producing, consistent six figure income level of success that you are at or aspiring to get to in your business.

And if they had, they’d know that there is a whole lot more of a relationship that has to develop before someone signs an earnest money agreement or sales contract or submits a full, signed mortgage loan application than just clicking a link on the front page of Google (or any search engine for that matter).

So If Search Engine Optimization Isn’t The Answer For My Online Marketing, Then What Is?

Glad you asked!  I”m happy to share the answer.

Your first priority in setting up a solid online presence for your real estate or mortgage business is to look at what already works in your business offline….and then replicate that online first.

What?!?  What’s that supposed to mean?

Well, we know both historically through statistical reporting and through the stories of every ultra successful real estate agent and mortgage loan superhero in the marketplace, that the VAST MAJORITY of transactions that actually close every year come from marketing to one’s sphere of influence.

You know, the people who “know, like and trust you” and would be happy to send referrals your way when they hear that someone they know needs your service.

Staying in front of that group of people consistently is paramount to your success in both the short and long term of your business.

That’s why the highest producers have systems in place to ensure that they are in front of those people as often as possible and in as many ways as possible.

And that’s what I’m suggesting you do with your online marketing as well.

First start by investing in an online marketing system (a WordPress blog website is the best for this) that will put content out in front of the right people (your sphere of influence) in order to create Top of Mind Awareness with them.

Second, add content on a frequent basis.  Studies have shown that you’ll need to add content at least 3 times per week to achieve effectiveness.

(Don’t worry, if you don’t have time to do it yourself, you can easily automate the process of getting content written and published for you.)

Lastly, publish that content on your website and then also distribute it through your social networks, email newsletter lists, printed newsletters and postcards and any other way you can stay in front of your most valuable asset…your audience!

Want to know more about how to build a profitable online marketing system for your mortgage or real estate business?

Just Click Here to join me on my next Live Webinar Presentation!


By Mikel Erdman

Mikel Erdman is the founder of MySMARTblog and RealtyBlogContent. He is a published author and speaking authority on topics including marketing automation and how technology can positively affect company and individual sales efforts. If you like the idea of world-class content marketing in a completely automated system, Click Here for his valuable, limited time offer.

One Comment

  • You can always spend a ton of money on data. The real talent is turning the suspect who barely raised their hand into a prospect. Staying top of mind and using a system to provide useful information is what’s needed to be there when they are ready to pull the trigger. Working in your business and getting the Mortgage to close is one huge task but working on your business requires you to push the Marketing cart up the hill each day.
    Good luck people.

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