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Brokers have been told to treat their Google Business Profile like their second home page to attract new clients.
Ahead of his session at the New Broker Academy 2024, marketing specialist and founder of Purple Thread Marketing, Darrell Weekes, said that the Google Business Profile page is the most valuable social media platform available to brokers.
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“Almost nine out of 10 potential clients who get referred to a broker or some other professional will deliberately Google that person before they call them,” Weekes told The Adviser.
“If you don’t exist on the Internet and don’t have listings and reviews on Google, then you may not be a real business in the minds of a lot of people. Google measures how many listings or mentions you’ve got to help them index you.”
At the New Broker Academy, Weekes will unpack how brokers could master lead generation through search engine optimisation (SEO), digital marketing, and referral partnerships.
Brokers must optimise their page to capitalise on search engine optimisation (SEO) and attract clients who are searching for a product or service they are offering in their local area, he explained.
“Google is transitioning from a search engine to an answer engine,” Weekes said.
“This means Google’s now searching for information that provides answers to people who are asking questions like how to get a mortgage or buy their first home or an investment property. Google is looking to put the people with the most relevant information in front of the people searching for that information.”
Secondly, Weekes continued, brokers must control the narrative around what they would like Google to tell their potential market.
“If you don’t do this Google will. Alternatively, people who leave reviews about your business could potentially determine if someone looks at you and decides whether you’re a relevant and genuine business or not,” he said.
“On the other and, it’s easy to prove that you’re a genuine business because if you’ve got an optimised Google Business Profile page, that’s where people write their reviews. Businesses need at least 100 five-star reviews these days for more people to call them.
“When clients search for a broker, they’re more likely to choose a business with 200 five-star reviews than one with 10 two-star reviews. Even without knowing anything else about those businesses except their name and how people have reviewed them, you decide straightaway whether you’re going to call the business or not.”
Weekes urged brokers to include their services and some images on their Google Business Profile page to engage with potential clients.
In addition, posting content on a regular basis and responding to those who post reviews prompts Google to index them, he added.
“Show Google you’re engaging with it to avoid being penalised,” Weekes said.
Moreover, Weekes warned brokers against forcing SEO upon Google as this could de-index them.
“Getting your page found and seen is like a flower. You can’t force a flower to open because if you do, you’ll wreck it,” he said.
“Google’s the same. You can’t force Google to do anything. You can only encourage it by supplying it with information to allow it to develop an industry page.”
Once the broker has implemented SEO strategies, they must be patient as results might not materialise immediately.
“The only way to produce results quickly is by developing relationships with people who can introduce you to business,” Weekes said.
“I’d suggest that mortgage brokers meet people who need and can take a home loan, or sit in front of someone who can introduce them to someone who needs and can take a home loan.”
Once a broker is introduced to a potential borrower, they can leverage their online presence and reputation to enhance their conversations with these clients, Weekes concluded.
To hear more from Darrell Weekes about how to generate leads with SEO and digital marketing, come along to the New Broker Academy 2024.
It will be held in the following locations:
- Tuesday, 4 June at Waters Edge, Brisbane, Queensland.
- Thursday, 13 June at Sofitel on Collins, Melbourne, Victoria.
- Wednesday, 26 June at Montage, Sydney, NSW.
Register now for free and don’t miss out!
For more information, including agenda and speakers, click here.
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