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As a real estate lawyer, your day is full of preparing and reviewing closing documents, collaborating with clients, and managing disputes between two or more parties — and that’s just the start.
With so much on your plate, it’s natural to put your marketing plan on the backburner.
In fact, you may be so busy that you can’t remember the last time you reviewed your plan.
Here’s the good news — even if you’ve fallen short with your marketing to date, you can take action in the days, weeks, and months to come.
In this guide, we share guidance, advice, and tips for marketing your services as a real estate lawyer. Let’s get started!
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How to market as a real estate lawyer
The first thing you need to know is that there’s no right or wrong way to market your services. Whatever works for you is what you should focus on.
That said, some marketing tactics are generally more successful than others. Let’s get you to a good jumping-off point.
1. Create a high-quality website
This is where it all starts.
It’s 2022, so you can rest assured that almost all of the real estate attorneys in your area have a website.
But that’s not good enough. Creating just any website won’t generate the results you’re seeking.
You need to create and launch a high-quality site that attracts your target audience, engages visitors, and boosts conversions.
The following are some tips for getting started:
- Review your competitors for inspiration
- Make final decisions in regards to branding, design, and content
- Consult with professionals, such as a legal web design firm and copywriter
Take as much time as necessary to create a site that you’re proud of. Your web presence is important for getting your name in front of your target audience.
2. Social media marketing
Social media is one of the best ways to organically connect with your target audience. LinkedIn, Facebook, and Twitter are among the best social media platforms for real estate lawyers.
To win big on social media:
- Share unique content
- Post on a consistent schedule
- Engage with your audience
A long-term approach is necessary if you want to achieve social media marketing success.
It takes time to build your audience and position yourself as an industry leader. So, stick with your plan — day after day — until the results begin to roll in.
3. Pay per click (PPC) ads
Are you okay with the idea of spending money to make money?
If so, consider the benefits of regularly running PPC ads.
As the name suggests, you only pay when someone clicks on your ad. It’s your hope that these people land on your page, learn more about your services, and take some type of action to push them closer to becoming a client.
Success with PPC ads often comes down to one thing: trial and error.
You’re not likely to achieve top-notch results the first time around, but the more you learn the easier it becomes to tweak your campaign for success.
4. Partner with local real estate agents
Referral business is often the best kind of business for a number of reasons.
- It’s free
- You don’t have to chase it
- They’re generally easier to close
Here’s the million-dollar question: What’s the best way to generate more referral business?
Start by partnering with local real estate agents. Agents often have clients that require the services of a local real estate lawyer. Forming relationships with these agents will go a long way in boosting the number of referrals you receive.
Tip: business referrals are a two-way street. If you’re going to ask for referrals, be sure to return the favor as often as you can.
5. Start a blog
A blog is one of the most effective forms of law firm content marketing.
- It can help generate search engine traffic
- It allows you to position yourself as a thought leader in the real estate space
- It’s a place to share news, guidance, advice, success stories, and more
- It gives you quality content to share on social media
Just the same as social media marketing, your blogging success is tied largely to a consistent posting schedule. We recommend at least four posts a month, though we realize not every professional has the time for that.
Even if it’s only once a week or twice a month, implement a schedule and stick with it.
What should a real estate lawyer website include?
Above, we talked about the importance of creating a high-quality website with the goal of informing and engaging your audience. But what exactly does that mean?
The following are five elements that can put you on the path to online success.
1. Real estate law blog
As noted in the previous section, a real estate law blog is a powerful content marketing tool that can drive traffic and improve your social media performance.
There’s no reason to forgo a blog. Especially when your competitors are likely publishing content. If they are and you’re not, they’re ranking in Google’s search results for your practice area…and you’re not.
If you have the time to create a few high-quality, informative articles a month, content marketing is a relatively free and important marketing tool.
The blogs that live on your website will populate in Google search results about that specific topic. Meaning that when someone searches “do I need a real estate lawyer to buy a house,” your blog on that topic should show up.
We know that not all of you have time for online marketing such as this. That’s why digital marketing firms that offer white label content may be your best bet.
2. Frequently asked questions (FAQ) page
This is exactly what it sounds like.
A page that answers frequently asked questions about your particular area of legal expertise helps not only Google find you, but prospective clients as well.
Questions you could add to your FAQ page include:
- When should I hire a real estate lawyer?
- Where can I learn more about local and state real estate laws?
- How much does it cost to hire a real estate lawyer?
- Is a real estate lawyer required when buying or selling a home?
- What types of disputes can a real estate lawyer assist with?
The more questions and answers you provide, the easier it is for your audience to find what they’re looking for.
3. Resource page
A good resource page includes three things:
- A list of resources
- A brief explanation of each resource
- A link to learn more about each resource
For example, your resource list could include a handful of local real estate agents. Here’s an example format:
- Lisa Smith Realty: Lisa Smith has been selling homes in and around the Chicago area for 25 years. Visit her online at [website URL].
The benefits of a resource page run deep:
- It’s a place where visitors can go to learn more about real estate law and related subject matter
- It’s a good way to increase referral business
- It helps with your search engine rankings (especially if it generates inbound links)
You don’t have to build out your entire resource page in one day.
As time goes by, slowly add resources that can be helpful to your audience.
4. Contact page
It’s one thing to have a website, but another thing entirely to use it to connect with your audience.
Without contact information, interested individuals have no way of getting in touch with you.
Your contact page should include the following:
- Phone number
- Physical address
- Email address
- Office hours
5. Live chat
This goes hand in hand with a comprehensive contact page.
If you’re okay with the idea of visitors contacting you in a “live environment,” install a live chatbot that allows for these types of conversations.
The primary benefit of live chat is the ability to speak with people when they’re the most interested in what you have to offer.
SEO for real estate lawyers
Search engine optimization (SEO) is all about driving targeted traffic to your website. But this doesn’t come easy. There are many other real estate lawyers fighting for the same position at the top of the search engine rankings.
There’s no shortage of steps you can take to win in the “SEO game,” with some of the most important including:
- Designing an SEO-friendly website design
- Choosing and targeting the right keywords
- Internal backlinking structure
- Building backlinks to your website
- Regularly creating high-quality blog content
- Improving site speed
If search engine optimization is over your head — or you’re simply short on time — it’s best to consult with a professional SEO law firm.
This saves you from having to do the work yourself, while also increasing the likelihood of success.
Reminder: search engine rankings don’t come overnight. SEO is a long game. The work you put in today won’t generate results tomorrow. However, if you implement and follow a well-designed SEO strategy, organic traffic will follow.
It’s our hope that this guide to marketing for real estate lawyers gives you the knowledge necessary to take your business to the next level.
If you’re thirsty for more information, check out our list of the best legal marketing books.
You never know when you’ll come across a tip that changes the way you market your law firm.
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