Hello, we’re Reach, one of Leicester’s longest-established marketing agencies. We have a proven record of delivering grounded marketing expertise and high-flying collateral. 

We have many professional services clients and some great arts clients, who we’ve worked with for years. But our true specialism, and the bulk of our work, is property marketing; mainly industrial but also commercial and residential.

Whatever your sector, we look forward to supporting you across the full range of creative services, from design and copywriting to social media campaigns and AI.

About us.

In the ever-evolving landscape of digital marketing, success extends beyond crafting compelling campaigns – it also involves a profound understanding of emerging data protection and marketing trends. For marketing agencies such as Reach and our UK-based clients, aligning strategies with the latest developments in data protection and marketing is not merely a legal obligation but a vital step in establishing consumer trust and maintaining competitiveness in the market.

Evolution of Data Privacy Regulations in the Post-Brexit Era

In the wake of Brexit, the United Kingdom has witnessed significant changes in data protection and marketing regulations. Remaining informed about these updates is crucial for marketing agencies and their clients. The UK General Data Protection Regulation (UK GDPR) serves as the foundation for data protection and marketing, underscoring the importance of compliance for both legal adherence and responsiveness to evolving consumer rights and expectations. Here’s a breakdown of the most important changes:

 The UK has retained the General Data Protection Regulation (GDPR) as part of its domestic law. The UK GDPR, which is essentially the same as the EU GDPR, governs the protection of personal data in the UK. It came into effect on January 1, 2021, replacing the EU GDPR in the UK.

 The UK has also enacted the Data Protection Act 2018, which complements the UK GDPR. This legislation provides additional details and specifications, addressing certain areas not covered by the GDPR, and is designed to work in conjunction with the UK GDPR.

 One significant area of concern has been the transfer of personal data between the UK and the EU. The UK government had recognised the EU as adequate for data transfers, allowing data to flow freely from the UK to the EU. However, the EU has its own process for determining the adequacy of a country's data protection regime, and this may evolve over time.

 The UK has also implemented a separate framework for international data transfers, as it is no longer covered by the EU's adequacy decisions. Businesses and organisations in the UK must comply with these regulations when transferring data to countries outside the UK.

 Data Protection Impact Assessments (DPIAs):

 The UK Information Commissioner's Office (ICO) continues to play a crucial role in enforcing data protection and marketing laws. Organisations are required to conduct Data Protection Impact Assessments for high-risk processing activities.

 The UK government has the authority to make changes to data protection and marketing laws, and it may amend or supplement the existing regulations in response to technological advancements or emerging challenges.

The GDPR, implemented in 2018, aimed to empower individuals with greater control over their personal data. This has profound implications for marketers who heavily rely on data-driven strategies. Key principles of the GDPR include transparency, consent, and the right to be forgotten, all of which directly impact marketing practices.

Transparency lies at the core of the GDPR. Marketers must be clear and open about the data they collect, why they collect it, and how it will be used. This necessitates comprehensive privacy policies and explicit consent mechanisms, ensuring that users are well-informed about the use of their data.

Under GDPR, marketers are required to obtain explicit consent from individuals before collecting and processing their data. This shift from implied consent to an opt-in model ensures that users have the power to choose whether they want to participate in data collection activities – or not. This has profound implications for email marketing, retargeting campaigns, and other personalised advertising strategies.

One of the fundamental rights granted by the GDPR is the right to erasure, commonly known as the right to be forgotten. This gives individuals the power to request the deletion of their personal data. For marketers, this means implementing robust systems to swiftly respond to such requests, ensuring compliance and building trust with their audience.

Navigating the SEO Landscape with GDPR in Mind

In the realm of Search Engine Optimisation (SEO), where data is pivotal for understanding user behaviour and optimising content, the GDPR introduces both challenges and opportunities.

Balancing Data Collection and User Privacy

While SEO relies on data for keyword research, user behaviour analysis, and content optimisation, it is essential to strike a balance that respects user privacy. Marketers must adopt anonymisation techniques and prioritise aggregated data over individual-level insights to comply with GDPR while still benefiting from valuable SEO insights.

Cookies play a crucial role in tracking user behaviour for SEO purposes. GDPR mandates obtaining user consent before deploying cookies. Marketers must implement clear and user-friendly cookie consent mechanisms, ensuring compliance without compromising the effectiveness of their SEO strategies.

Achieving GDPR compliance is not just a legal requirement but also a strategic move for SEO. Search engines, particularly Google, have emphasised user experience and data privacy as ranking factors. Websites that prioritise user privacy and comply with GDPR are more likely to be favoured by search algorithms, indirectly impacting their SEO performance.

PPC campaigns rely heavily on data to target the right audience, optimise ad spend, and measure campaign effectiveness. From user demographics to browsing behaviour, the information collected is instrumental in tailoring ads for maximum impact. However, this data-driven approach must be harmonised with the principles laid out in GDPR to ensure ethical and lawful practices.

The GDPR imposes strict regulations on the collection, processing, and storage of personal data. For PPC advertisers, this means reassessing data collection methods, obtaining clear user consent, and ensuring transparency in advertising practices. Privacy policies should explicitly state how user data will be utilised, and consent mechanisms must be prominently featured in PPC campaigns.

Obtaining user consent is paramount in PPC advertising under GDPR. Advertisers must implement user-friendly consent mechanisms, ensuring that individuals are informed about the data being collected and are given the option to opt in or out. This transparency not only satisfies legal requirements but also contributes to building trust with the audience.

Under GDPR, the days of sending unsolicited emails are long gone. Consent is the cornerstone of email marketing compliance, and businesses must obtain explicit permission before sending promotional emails. This not only aligns with legal requirements but also ensures that the audience is genuinely interested in receiving communications.

Transitioning to an opt-in model is essential for GDPR compliance in email marketing. This means users must actively choose to receive communications by checking a box or taking a similar affirmative action. Pre-checked boxes or implicit consent are no longer acceptable, highlighting the importance of clear and unambiguous consent.

Every email campaign should include links to the organisation's privacy policy, providing recipients with detailed information on how their data will be used. Transparency builds trust, and businesses should clearly communicate the purpose of collecting email addresses, the type of content subscribers can expect, and how often they will receive communications.

GDPR places significant importance on how businesses handle and store personal data. In the context of email marketing, this translates to robust data management practices.

Email lists containing personal data must be securely stored to prevent unauthorised access. Businesses should invest in encryption technologies and regularly audit their data storage systems to ensure compliance with GDPR security standards.

GDPR grants individuals the right to have their personal data erased. In the context of email marketing, this means businesses must promptly remove a subscriber's data upon request. Implementing clear and accessible unsubscribe options in every email is a crucial step in honouring the right to be forgotten.

In conclusion, the convergence of GDPR and digital marketing is not merely a legal requirement; it's a paradigm shift towards a more conscientious and user-centric approach. By embracing GDPR principles across SEO, PPC, email marketing, and social media, businesses can navigate the intricacies of data protection while building lasting relationships and credibility in the digital realm.

As digital communications continue to evolve, the harmonious integration of GDPR and digital marketing practices remains the compass guiding businesses towards ethical and successful engagements in the interconnected world of the internet.

Navigating through the data protection minefield is just one of the ways Reach can help our clients to trade ethically. To find out more, contact us today.

Navigating the Future: Unveiling Key Data Protection Trends for UK Clients in the Dynamic Realm of Marketing

The market for industrial logistics real estate is more competitive than it has ever been. However, even in this competitive environment, we continue to witness instances of poor promotion practice that can cause even the best offers to falter.

Here, we shed light on the murky areas where many a marketing initiative can go awry. For a better, more effective industrial logistics property campaign, we offer six golden tips below.

1. Relying Solely on A Website and Brochure

This is the #1 cardinal sin of any industrial logistics marketing campaign. Trusting that occupier interest in your property will be driven by a website and a downloadable PDF is a very passive strategy. Rather than putting all your eggs in one digital basket, instead strongly consider diversifying your marketing channels. Email, SEO, social media, and paid advertising all have valuable roles to play. A well-rounded strategy ensures you will reach your audience wherever they are.

Ever been to a party where someone talks only about themselves? Awkward, right? Same goes for industrial logistics property marketing. Ignoring your audience's needs is a sure-fire way to lose their interest. Instead, take the time to understand their pain points, desires, and preferences. Tailoring your messaging platform to resonate with occupiers, agents, funds, and stakeholders, will drive engagement through the roof.

Web analytics are the unsung hero of marketing. Yet, it's easy to overlook them, especially in industrial logistics property marketing. Ignoring your web analytics means missing out on valuable insights and potential customers. Keep a close eye on your data, tweak your strategies based on performance, and success will come.

Originality is the spice of marketing life. While it's fine to draw inspiration from competitors, blindly copying their strategies won't set you apart. Find a unique voice, tone, and approach that encapsulates the virtues of your organisation, and your offer. Authenticity is magnetic – it attracts and retains your audience.

In a world glued to smartphones, neglecting mobile optimisation is a cardinal sin. Ensure your website and content are mobile-friendly. Trust us; your audience will thank you with increased engagement and conversions.

Consistency is key, both in messaging and presence. Changing your brand tone or disappearing for long stretches confuses your audience. Stay true to your brand voice, post regularly, and maintain a steady presence across platforms.

There you have it – how to avoid those common mistakes that can trip up the marketing of any industrial logistics property. Remember, property marketing is an ever-evolving journey. Keep learning, and always be alert to new possibilities.

Of course, the easiest and best method is to use an agency that knows property marketing inside out. For all that and more, talk to Reach Marketing today.

Six marketing practices industrial logistics property developers should avoid

Welcome to an exciting year in the world of marketing! As businesses gear up for another dynamic chapter, staying ahead of the curve is paramount. In our latest blog post, we present the ultimate guide to navigating the marketing landscape with precision – the "2024 Marketing Calendar." This comprehensive calendar not only marks the passing of days but unveils a strategic roadmap, highlighting key UK marketing dates for 2024. Brace yourself for a year of unparalleled opportunities, as we unravel the dates that will shape your marketing campaigns and elevate your brand to new heights. Let's dive into the future together and uncover the pivotal moments that will define your marketing success in 2024.

28/04 - World Day for Safety & Health at Work

10/06 - International Men's Health Week starts

16/06 - International Men's Health Week ends

26/08 - Summer Bank Holiday / International Dog Day

2024 Marketing Calendar | Key UK Marketing Dates for 2024

The 7 types of commercial property videos you need in 2024

The commercial, industrial and logistical real estate industry is becoming more competitive than ever. Limited availability of land, as well as increased costs and interest rates are increasing the supply and demand imbalance of the industry. Therefore, marketing will play an increasingly important role in ensuring your commercial development achieves the desired ROI. Commercial property videos are a pivotal part of commercial real estate marketing campaigns, and creating quality video content can make your property sell quicker.

Read below to find out our recommendations for commercial property videos you need to include in your 2024 marketing activity.

The technological advancement of drones has revolutionised the commercial property videos industry. Drones provide the capability of capturing aerial footage of commercial properties, which previously had to be accomplished by using helicopters in a process that would be lengthy and expensive.

With today’s technology, drones can be used to capture not only aerial footage from the outside of the new commercial development, but they can also be deployed inside the buildings to capture dynamic scenes that help showcase the size and features of the development.

Producing commercial property videos using drones became a lot more accessible, however not anyone can create one. According to UK legislation, drones must be manned by trained professionals who must follow rules and guidelines regarding how and when they can fly a drone. Furthermore, an expert drone videographer will be able to maximise the capabilities of the drone to produce the best footage for a commercial property.

CGI (Computer-Generated Imagery) scheme videos are virtual representations of a commercial development that is yet to be built or finalised. They are created using advanced 3D modelling software and techniques to create realistic images and videos of how the finished development will look.

CGI scheme videos are a central part of most commercial real estate marketing strategies. Firstly, they allow potential occupiers to visualize the finished development and get a better sense of what the space will look like once it's ready to be used. This is especially important for developments that are still in the planning and development stages, as it can be difficult to create a meaningful representation of the finished product without artificially generating the final version.

CGI images of a development are used from the initial planning of a new commercial development; however a video can provide more context and cues to understand the scope of the project. For example, using only still images, it could be hard to show all the different features of the new development, especially when having to account for both external and internal features. For example, a CGI scheme video can show potential tenants what the lobby or common areas will look like or highlight any unique design features or technologies that set the development apart from competitors.

Creating a CGI scheme video is a lengthy and complicated process that requires expertise in 3D modelling, animation, and visual effects. It typically involves a team of skilled professionals including architects, designers, and animators, who work together to create a virtual representation of the development. The process can take several weeks or even months, depending on the complexity of the development and the level of detail required. Furthermore, experience within real estate CGI is also an important factor, as generating not only the buildings but also the environment surrounding the building, including live elements such as cars, people or nature requires a unique set of skills within the CGI industry.

CGI scheme videos are one of the main commercial property video types, as they are a powerful marketing tool that can help secure investment and customers for the project.

Demographic videos are short assets with high informational intent. Their purpose is to present data in an engaging fashion, creating visual cues that transform statistics in actionable insights.

One crucial aspect of any commercial real estate is location. Highlighting the benefits of your commercial property’s location can provide an incentive for prospective clients to choose your property or development.

How close is your commercial property to major motorways? How close is it from major consumer centres? What is the infrastructure around the property like? All of these questions can be easily answered in your demographics video. All of these questions can be potential pain points for your prospects, so addressing them in a way that emphasizes the benefits of your commercial property.

Secondly, when choosing a new commercial property, occupying businesses will need to know that the location will allow them to fulfil their staffing needs. Whereas this is not a concern for commercial properties near big cities such as Manchester or Birmingham, more remote locations might pose demographic questions to the buyers.

A very easy way to promote the viability of your commercial property location is through a demographics video showcasing local demographic data around the locations surrounding the commercial property. Your video can show how many working age adults are available in nearby towns and cities, as well as the estimated time it would take them to reach your new commercial property for their shifts.

One of the main benefits of demographic videos is their cost. These videos can be done using basic animation and will usually not require any filming or advanced 3D CGIs. Furthermore, demographic videos tend to be quite short, averaging between 30s -60s.

Demographic videos should form part of your commercial property marketing plan, as this type of informational content can convince prospective buyers that your location is the right fit for their business.

Instructional videos are aimed mainly at internal use, as they will be useful for occupiers to have to understand how to operate the building’s facilities correctly. These videos can also be used for training staff.

Instructional videos are generally not animated, and they involve a trainer being filmed while they demonstrate the facilities of the building. Therefore, a good instructional video requires a professional camera and microphone, as well as production and post-production editing.

Instructional videos are usually a commercial property video overlooked from the general marketing plan. However, this type of video has will usually be done once the building is complete, giving a great opportunity to get footage of the finalised product, which can then could also be used throughout your other videos. If the commercial property you just built has amazing features, these can be shared on your social channels or form part of other campaigns.

Annual review videos are a staple of corporate video marketing. They provide organisations the opportunity to showcase their performance and achievements. They can be a great morale booster for employees, shareholders and customers alike.

Within commercial real estate, an annual review video can focus on:

new property developments and their progress

share price developments (for publicly traded companies)

Annual review videos have great versatility when it comes to delivery. They can be sent as part of an email or internal newsletter to internal stakeholders and uploaded on the website or posted on social media for customers and followers.

Given that annual review videos are generally released during the end of the calendar year, this can also serve as an opportunity to include holiday specific messaging and blend the video as part of the holiday marketing calendar.

Annual review videos are a convenient way to generate commercial property videos. They are quick to produce, as a mix of animation and existing assets can be used to create the video. Some companies may choose to include filmed messages from key members of the organisation, which could add to the time and effort needed to create an annual review video.

Social media should be part of any real estate marketing strategy. This channel allows for seamless interaction between brands and their followers. Videos are a mainstream way of generating impressions and increasing engagement with social media posts. Therefore, developers and commercial property owners should leverage the benefits of introducing video as part of their social media strategy.

Commercial property videos for social media can take many forms, including the ones covered in this blog. Similar to demographic videos, social media campaign videos don’t need to be very long. Research shows that videos 

 tend to perform best on most social media platforms.

One important factor to consider when producing social media videos is the formatting. The vast majority of your audience will see the video on their phone, most likely in a vertical format. Make sure your video is set to the correct dimensions to accommodate this and make sure the overall output is not cropped or skewed, as this can lead to an unpleasant viewing experience.

Furthermore, social media platforms such as TikTok and Instagram allow filters, stickers, music and many other forms of addons to be applied to videos. These have the potential to enhance the overall feel and delivery of your video. Make sure to use these when necessary to make your commercial property video seamlessly blend in with the other content on the platform.

Most social media platforms allow captions to be automatically generated and displayed on the video. If your video has dialogue within the audio, this is a perfect opportunity to make your content more accessible.

The process of building commercial properties is lengthy. Construction timelapse involves placing a camera on your site which will continuously take photos throughout your project. This creates a unique type of commercial property videos that shows the progress of your development through time.

Timelapse videos work great for commercial and industrial developments, given the large size and intricacies of each project. The end result condenses months or years’ worth of work in just a couple minutes, showing every step of the development journey.

Timelapse construction videos can be implemented in your marketing strategy in different ways. You can have a live feed of the project on your website, giving users a real time view of your progress. Also, timelapse videos can be used in your social media posts to provide updates to your followers, as well as in annual review videos highlighting your successes.

Overall, construction timelapse videos are a great way to preserve the legacy of your business and developments. Given the specialist equipment required, as well as the initial setup considerations, construction timelapse videos should be executed by an expert.

Create Commercial Property Videos that convert

Creating great commercial property videos requires time, expertise, and creativity. From generating complex 3D CGIs of large commercial developments to demographic videos and social media campaigns, the Motion department at Reach Marketing can help you create and implement the best strategy for your business.

Location is a crucial element of the real estate industry. This is true for all types of real estate, including residential, commercial and industrial. Therefore, to achieve success, the importance of location also needs to be reflected in the marketing strategy of any organisation operating within the industry. Local SEO for real estate gives the perfect opportunity to include and improve how your online presence targets your geographic audience.

Local SEO for real estate is the process of optimising the online presence of an organisation to perform better in searches performed by local users. Whereas normal SEO simply looks at improving organic performance (and therefore the location of the users is not important beyond a national level), local SEO focusses on the geographical component of a search more than on the total traffic generated.

As an example, a chartered surveyor based in the East Midlands might be interested in ranking for queries around “commercial property survey”, as user queries containing this element will most likely have an intent that can be met by the chartered surveyor’s services. Usual real estate SEO efforts will attempt to place our chartered surveyor at the top of searches containing the phrase “commercial property survey”, without necessarily paying attention to the location of the users. This strategy can generate increased traffic and leads, however these leads may not be of use if they are coming from an area the surveyor firm does not operate in.

On the other hand, Local SEO will focus on improving performance for meaningful queries that account for the location and span of the business. For example, a good real estate local SEO strategy for the same surveyor will attempt to achieve good organic positions and traffic from queries such as “commercial property survey Leicester”, “land valuations Derby” or “rent reviews Nottingham”.

There are many elements that make up a real estate local SEO strategy, which need to coherently work together to localise the business and its offering, giving the right signals for search engines.

Google Business Profile is a tool designed to display organisational information within the Google suite of products, specifically on Google Search and Google Maps.

This tool provides an unmatched ability to showcase your business to users looking for information either about your organisation or the services you provide.

There are three main ways in which Google Business Profile can help with real estate local SEO:

The Google Business Panel is presented to users when they perform a “navigational” search. When users search for your company name on Google, they are most likely interested in your website , contact options or opening hours. All this information is available in the business panel, usually displayed to the right of organic results, making it easy for users to find what they are looking for without the need for additional clicks.

Other than the usability benefit, the business panel also confers a level of legitimacy, as it shows that the business is real and established. Another factor that can positively contribute to increased legitimacy is reviews, which are also part of the business panel.

As part of the business panel, you can configure the following information about your business:

One of the most important features of the Google Business Profile is the Google Map Pack.There is an increasing number of searches focussed around local businesses. These searches target a service rather than an organisation, as the users are looking at finding the best fit for their need. Google answers these queries by providing a comprehensive map of businesses that provide the service the user is looking for.

The Map Pack displays the location of nearby businesses that offer the service the user is searching for. It also provides other information about the businesses, such as contact information, opening times and reviews. The Map Pack is designed to help users find businesses relevant to their searches.

The Map Pack is displayed at the top of organic results, and therefore it can be a very easy way to outrank your competitors, and become the first answer local users see.

Lastly, Google Business Profile also gives the advantage of a Google Maps pin. With this, users will be able to easily find your location and use all the features of Google Maps to find their way to you. Furthermore, the Google Maps pin also displays business information, such as opening times or links back to your website. This is a really useful feature for businesses both in cities and in more rural areas, as this makes your business very easy to find.

Furthermore, the Google Maps platform has a search functionality, which displays local businesses for any queries. For example, if users are searching for “surveyor”, all the local surveying business will be highlighted on the map. This is another great opportunity to target local traffic that searches for a service rather than for a business.

Generating as many positive reviews as possible is paramount to a successful Real Estate Local SEO plan.

Reviews are user generated content that rate the interaction between the organisation and the reviewer. These interactions can be both B2B and B2C, making reviews relevant to all the niches within the real estate industry.

Reviews are a great way for new users to get to trust your business more, as they can see how other people feel about your business. Therefore, generating reviews on your Google Business Profile listing can attract more customers to your business.

Each review on the Google Business Profile platform can include the following:

Any potential responses from other users or the business (business replies are highlighted as “response from the owner”)

The number of users who found this particular review helpful

Attracting a larger number of positive is a great way to increase your legitimacy. Furthermore, to show other users that you value customer feedback, make sure to reply to all your reviews, both positive and negative. Where possible, try to use this opportunity to present more facts and give more insight into your business and its success.

Local SEO isn’t just about your Google Business Profile listing. Although GMB will be a crucial part of your local SEO for real estate strategy, there are more actions you can take to improve the local performance of your website in search results.

For some local queries (query + location, e.g. “houses for sale Leicester”) the map pack provided in Google Search Results may not fully meet the user intent. For queries that are highly research focus ( for example, queries around buying a house), users will most likely scroll past the map pack and use organic search results as well to find what they are looking for. Therefore, it is important to have good organic rankings for local searches as well, as this might generate more traffic than the map pack for some queries.

Ranking organically for local queries is no easy process, and careful consideration is required as part of a real estate SEO strategy to make sure your website has the best plan to achieve this. Common tactics used in local SEO for real estate websites include using location modifiers in title tags, meta descriptions and the content of the page. For example, instead of using a meta title that focuses on just the services you provide (e.g “ Real Estate Agent | Company Name”) , try incorporating the areas where the services are provided as well (e.g. “Real Estate Agent in Leicester & Nottingham | Company Name”). This will be a clear signal to Google that your website should be pushed to users in these areas, and as a result can improve your organic positions for local queries. Other elements that can benefit from having a location modifier introduced are meta descriptions and the actual content of the pages.

A common tactic used in the real estate niche to generate local SEO results is the use of dedicated landing pages. By creating an individual page for each location (e.g. Homes for sale in Leicester, Homes for sale in Nottingham etc.) a clear distinction and journey can be planned for each geographical location. This will also allow for bespoke title tags and meta descriptions that will include the location modifier. However, the problem with this approach is duplicate content. Depending on how your website is built and what you display on these pages, Google may not be able to understand the difference between your content. If it finds that the content is similar or identical, this could be detrimental to organic performance, as Google will most likely not index any pages it suspects are duplicates of others. Introducing unique, meaningful content on each page that is able to differentiate the intent of each page is a solid strategy to maximise real estate local seo efforts.

A great example of this is the US based real estate agency Miami Real Estate. They have created individual pages for each area of Miami they operate in. However, to avoid duplicate content issues, each page has a dedicated content block, thoroughly covering each area. Because of this, they can signal the difference in intent on their pages, even for very similar locations, such as Miami and South Miami.

Directories are websites featuring information about places, people and organisations. They are a great tool to find the business you are looking for or a list of businesses in your area. Apart from their benefits to users, directories are also important for search engines, as they provide crawlers with a vast amount of links to different websites.

Citation building should be considered as a real estate local SEO tactic, given the ability of this process to generate links back to your website. There are numerous property specific directories as well as general ones where real estate organisations can be visible to users and search engines.

Citation building should always be carried out by someone with a strong understanding of local SEO and your organisation. This is because, if done wrong, it can have devastating consequences for your website’s NAP.

NAP stands for Name, Address, Phone Number.

Your organisation’s NAP should be identical throughout your citation building efforts. Having a consistent NAP is imperative to a successful real estate local SEO strategy, NAP is a strong signal for Google, as they will be able to use it to better understand your business and serve it to local users.

Google also uses NAP to identify different businesses with the same name. In the example below, Google is aware of two organisations named “Reach Marketing”. So when a user searches for this, the search engine has to decide which result will best satisfy the query. Based on NAP, Google understands that the organisation Reach Marketing Communications is geographically closer to the user’s location, and therefore serves this result first. The same search query performed from New York will yield a completely different SERP, as Google will most likely associate the intent of the query with the Reach Marketing organisation based in the USA.

Recently, NAP has been extended to NAP-W, which also includes Website. This addition aims to bring your attention on the URL you use when creating citations. Especially if your business operates multiple domains (such as different domains for residential and commercial real estate), it’s important that your citation building points all links to the same domain, preferably to the same page as well (usually the homepage). This will act as an extra element that identifies your website and organisation from other businesses with a similar name.

Furthermore, including a website link as part of your citation building efforts can have wider positive impacts to your 

, as backlinks to your website are a strong ranking factor for Google.

Local SEO for Real Estate – Get Started Now

Creating a good plan for real estate local SEO can be a daunting first step. From making sure your Google My Business is set up correctly, to effectively conducting citation building and optimising your website for local searches, it may be hard to figure out where to start and how to approach the process. Our digital specialists are always on hand to discuss your needs and lend a helping hand in getting your local SEO for real estate started.

Real Estate Local SEO 2023 Guide

Real Estate SEO is the sum of search engine optimisation tactics that can be used to increase the organic performance of a website for real estate related searches. The purpose of real estate SEO is to generate more organic traffic from search engines (as opposed to generating traffic through paid channels, such as Google Ads).

There are many elements that make up real estate SEO. As well as having a strong technical basis, a real estate website should also be populated with quality content and have many links from other real estate websites.

Performing real estate SEO is a long term process that will involve a very varied set of activities. A good real estate SEO strategy will encompass technical elements such as improving site speed and optimising images, as well as more creative elements such as writing blogs, creating assets, or running campaigns.

The real estate industry benefits from the technological progress made over the last decades. People interested in real estate property no longer have to find their local estate agent to see available products on the market. The initial stages of the real estate buying / letting process are now a lot more transparent, as users are able to find most of the properties available on the market by using search engines.

Therefore, SEO does work for real estate. By optimising a real estate website for search engines, users will be able to easily find the products available and start their journey. Without visibility in search engines, it would be very difficult for a business in the real estate sector to showcase their products and attract traffic to their website.

Search engines are such an important part of the real estate industry they have become a staple for initial research. Search engines dedicated entirely to real estate (Rightmove, Zoopla, Onthemarket etc.) attract millions of users each year. These platforms have proved so popular that they have expanded from residential real estate to cover commercial and industrial real estate as well. Today, search engines form an established channel within real estate marketing, and ensuring your business performs well in search engines is the main outcome of real estate SEO.

When putting together a real estate SEO plan, a great starting point is analysing what other businesses in your real estate niche are doing. Keep in mind that your business competitors (the ones you compete with for work) might be different from your digital competitors (the ones you compete with for online visibility).

A fast and effortless way to find your competitors is to Google the phrases you would like to rank for. For example, if you are a commercial or industrial developer based in Leicestershire you might want to rank for searches around the key term “new warehouse Leicester”. Google the phrase you want to rank for and select the top websites you see in the organic results section (make sure to disregard ads). Repeat this process for several searches, and see what website come up consistently on the first page. These will be your digital competitors.

Once you have identified your digital competitors, visit their websites to understand why they are ranking well for the queries you also want to rank for. Pay attention to their site structure, the keywords they use in their content and what topics they are mentioning. Also look out for how long their content is. These are the things that will give you an idea of what you need to do on your website to achieve good rankings.

As you navigate through the websites, also try to notice the Call to Actions they use. Ask yourself:” What are users expected to do on this website?”. It may be that some websites push their users to product pages, where they show real estate products and their sale / lease price. This is especially common on estate agency websites. However, less commercial websites might push their users towards their services pages, or an e-book with informational content. Try to identify these main elements and decide which align best with your business objectives. This will be important in creating a website that converts.

Google takes the security of their users very seriously. At all times during their journey on a website, users should be protected from any harmful content or action.

A great safety indicator is using an SSL certificate. This will validate the connection between the user’s device and the server and ensure that the content of the website is safe to interact with. Furthermore, this allows for the use of the HTTPS protocol, which is a safe way of moving data between the website and the user’s browser.

Checking whether a website uses HTTPS is quite easy. As in the example below, if a lock appears next to the web address, this shows that the connection is secure.

Installing an SSL certificate on your website is a quick process, as there are many organisations that provide this service. There are further security measures that can be taken to protect the website and its users, especially when the website has an e-commerce component.

Another important aspect of user security is privacy. Every website manager needs to ensure that if they are using cookies, users have the option to opt in and out. Without good cookie management, Google will not display any websites in their search results. Cookies are especially important for tracking users and understanding their behaviour to further improve the website, however all data collected on users needs to adhere to Google policies and 

With the rise of smartphones, more traffic is generated on mobile devices than ever before. This is equally true for the real estate industry, as more users are expecting to be able to search for residential, commercial, or industrial property while using their phone.

Google recognises the importance of a good mobile experience and introduced mobile site speed as a ranking factor. The faster the website loads, the higher the chances of the page ranking at the top of Google results.

A fast mobile experience is not good only for harnessing traffic, it is also good at retaining that traffic and improving conversion rates. The graph below shows that with increasing load times, the probability of users leaving the website 

To ensure your website loads as fast as possible, consider the following:

If you are using a theme to build your website, ensure it is mobile friendly.

Real estate websites rely heavily on images to showcase their products. Unfortunately, having a large number of images on a page can significantly increase the load time of the page.

To avoid problems, ensure you only upload meaningful images and don’t display any images that are duplicates or very similar. Secondly, ensure the size (height and width) of the image is appropriate for the page you are uploading it to. Lastly, make sure the weight (kb or mb) of the image is as low as possible. Be careful when running images through a compressor, as these can drastically reduce the quality of the image, which will ultimately have a negative impact on your user experience and your real estate SEO performance.

Make sure you are only using effects, animations, and stylings you need.

Effects and animations such as fade-ins, cascades, overlays etc can have a strong visual impact on the user, however these can drastically increase your load times. Keeping these effects to a minimum can be key in improving site speed.

Check your code is as efficient as possible.

Bloated code – with lines that are read by browsers and crawlers but have no impact on the page’s functionality – adds unnecessary weight to your site. This can be removed to improve mobile site speed. Checking for scripts generated by plugins which are not in use on the page you’re optimising is usually a good starting point in identifying speed improvement opportunities.

One of the main tools that can be used to identify a website’s site speed and potential areas of improvement is 

. This can be accessed either from its own website or from the Google Chrome console.

Keywords are the essential part of real estate SEO. Keywords are words and phrases used in Google searches. By understanding what keywords are being used in the real estate industry, you can optimise your website’s content to show that it has the answer to a user’s search.

Identifying the right keywords for your website is not easy, as you have to account for the volume of searches using that keyword, as well as the difficulty of ranking on the first page. For example, a keyword such as “property land for sale” has a relatively high search volume of 480 average monthly searches, however it also has a very high difficulty.

Keyword difficulty is a metric used to establish the digital competitiveness of the keyword. Popular keywords will usually have a high difficulty, because there will be lots of websites trying to rank for that query. When there are lots of websites competing for the same keyword, more real estate SEO efforts are required to outrank the competition. For example, for the keyword below, a brand new website will be unlikely to rank for this keyword without a very high investment in real estate SEO. However, other opportunities may be available that have a lower volume, but also a manageable difficulty.

Some of the tools that you could use to begin keyword research are:

Google Keyword Planner (if you use Google Ads)

Once you have selected your list of keywords you want to rank for, you need to create content that targets your keywords. This isn’t simply using the keyword as many times as possible in your content. Rather, it starts with understanding the intent behind the keywords you selected and thinking about what the users who search for the keyword are expecting to see.

This will allow you to understand the content type you need. You could efficiently target some keywords with landing pages, however, other keywords (usually more informational intent keywords) will be better targeted with longer forms of content such as blogs, articles, e-books or infographics.

Once you know the type of content you need to produce, you can start doing your research, writing and publishing pages. Writing content should be a consistent process, making sure your content is relevant and up to date with changes in the industry.

Great real estate SEO content isn’t just copy. Adding images, graphics and videos is a great way to expand your content, provide more information and improve your engagement.

Google considers links to be one of the most important ranking factors, and therefore a strong link profile is a crucial step in creating a strong organic presence. Links are seen as votes of confidence and signal that your content and website are appreciated. If another website found your content so useful that they added a link to it on their website, then Google will be enticed to believe that your website should also be seen by users searching for queries around your topic, and therefore increase your ranking in search results.

Google values links from authoritative websites more. For example, a link from the BBC website is extremely valuable, as BBC is known to be an important authority. Similarly, links from other websites in the real estate industry will also be extremely valuable, compared with links from websites that have nothing to do with real estate.

There are many strategies that can be used to increase the number of links pointing to your website. Some of these include:

Because of the importance of links for real estate SEO, some organisations have tried to bypass the system and gain links in ways that Google disapproves of. For example, paying to have a link placed on another website goes against Google’s policies as this is considered 

. Google penalises websites that engage in link spam and this could have disastrous consequences to your website’s organic performance.

Real Estate is a very geo-specific industry. Location forms a crucial part of the real estate product and is usually a major factor in determining value. The location of the real estate business itself is also paramount.

Google rewards local businesses for local searches. That’s why, for a localised query such as “new homes Leicester” the multinational website Rightmove will not be part of the map pack that shows up at the top of the page.

By introducing local SEO as part of your real estate SEO strategy, you can bypass organic results and show up in the map pack sitting just under the ads, which can lead to increased organic traffic as the map pack allows users to click through straight to your website, from where they can search through your property stock.

Local SEO is done through taking action on your website as well as properly managing your Google My Business profile.

Once you have deployed your real estate SEO strategy it’s important to monitor the performance of your website to learn what worked and could be scaled as well as what didn’t work and what additional steps can be taken.

Using Google tools is a very simple way to monitor and track results. Google Analytics is the most popular website tracking solution. Once installed on your website, Google Analytics collects user data live, and stores it in easy-to-understand reports. Using this tool, you can easily track how many users accessed your website, as well as how much time they spent in their session, and follow their actions through the website (scrolls, clicks, form submissions etc.). Google Analytics is an immensely powerful tool with lots of advanced features that provide a holistic set of analytics which should form the basis of your website monitoring.

Google also provides information about how your website performs in search results. Using Google Search Console, webmasters can see how many pages of their website are in the Google index. Furthermore, Google Search Console provides information on the performance of these pages in the Google Index, showing which user queries they appeared for, in what positions, and how many clicks were generated. Google Search Console is a vital tool for a successful real estate SEO strategy, as its performance report provides key metrics for appraising SEO performance: the queries ranked for, the position, and the traffic generated as a result.

There are other tools that can be used in conjunction with the Google suite to understand the SEO performance of a website, as well as give you insights to further improve your SEO efforts.

It is important to note all third party tools rely on proprietary algorithms which will be different from the Google algorithm. Therefore, when using third party tools the data will never be 100% accurate and the findings from these tools should be correlated with more reliable sources such as Google Analytics or Google Search Console before acting.

A real estate SEO Audit is a deep dive in all the elements that make up your website to understand how SEO performance can be improved. An SEO audit should be conducted by an SEO expert, as the audit should comprehensively analyse how all the areas of SEO are performing, as well as the best roadmap of action to improve performance and achieve your goals.

The audit should be performed with the real estate industry in mind, as all recommendations need to be fit for purpose within this sphere of activity. A real estate SEO audit can be a great tool to start your SEO journey, as this exercise will provide an all-encompassing list of actions to increase the volume and quality of organic traffic generated.

If you’re unsure about how to proceed with a real estate SEO audit or strategy, get in touch with our expert SEO team to unleash the potential of your website.

Real Estate SEO Guide: 8 Tips to Start Ranking

Real Estate is a niche with heavy competition in the digital landscape. Many businesses fight for visibility as the demand for real estate never disappears. Real estate schema could be a great addition to any website’s digital marketing strategy, as implementing real estate schema markup can have a positive impact on SEO and improve rankings, visibility and traffic.

This article will provide an overview of what schema is, as well as the most important schema markups that should be considered as part of a real estate schema markup plan. The article will also provide a guide on how to upload real estate schema to any website.

Schema is a structured data markup language that provides information about the content of a webpage in a way that is easily readable and understandable by search engines. The use of schema markup enables search engines to better understand the context of the content on a webpage and present it in a more useful and informative way to users.

Schema was created as a collaboration between the largest search engines in the world: Google, Bing, Yahoo and Yandex. Because the code is intended for search engines, it has no direct impact on users. However, the indirect impact can be quite substantial, as search engines are able to use schema code to better understand the content of pages and provide enriched experiences to users.

Schema markups can be efficiently used in the Real Estate Industry to gain a competitive edge, achieve better rankings and increase organic traffic.

What are the benefits of Real Estate schema?

The main benefit of adding real estate schema markup to your website is improved organic performance. Schema provides additional information and context about the content of your website, which helps search engines get a deep understanding of the website. A better understanding of the content of a webpage is positively associated with increased rankings, as Google will be more confident displaying your website as the answer to user queries.

There are specific benefits for generating schema for real estate. Within Google Search Result Pages (SERP), the real estate niche is often dominated by the big players such as Rightmove, Zoopla and OnTheMarket. These websites invest huge resources in their organic performance, and any SEO strategy that can help remain competitive with these websites should be used.

Specifically, correct real estate schema markup implementation can generate rich results. Withing the niche of real estate, rich results can be used to obtain a visual advantage over the competition and improve the chances of a click through to the website.

Rich Results & Rich Snippets for Real Estate

Rich Results and rich snippets for real estate are enhancements to the Google Search Results page, which allow users to see more content in an extended format. The paragraphs below show how different websites in the real estate industry leverage rich results and featured snippets.

Featured projects.

Panattoni

Leicester Comedy Festival

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