Over a third of potential clients start their search for an attorney online. That’s right. Your next big client is likely scrolling through search results right now, looking for a real estate attorney like you. Therefore, if your online presence in the real estate market isn’t up to par, they might never find you.
Now, you might be thinking, “I’m just an attorney, not a marketer.” Fair point. However, you have to keep in mind that 65% of law firms spend most of their marketing budget online. They’re not doing this for fun, they’re doing it because they understand the importance of strategic marketing efforts to attract potential clients.
So, what does this mean for you? It means there’s a huge opportunity to grow your practice if you can crack the code of online marketing. And that’s exactly what this guide is here to help you do. We’ll cover everything from what legal marketing really means to key ideas you can start implementing today.
What Is Marketing for Real Estate Law Firms
Marketing for real estate law firms is the strategic process of promoting legal services related to property transactions, zoning issues, and other real estate matters. It involves identifying target audiences, crafting compelling messages, and utilizing various channels to reach potential clients. The goal is to establish the firm’s expertise, build trust, and ultimately attract individuals and businesses in need of real estate legal services.
Effective marketing for real estate law firms goes beyond simply advertising services. It’s about creating a brand identity, showcasing expertise, and providing value to potential clients even before they engage in your services. This can include educational content, thought leadership pieces, and demonstrating a deep understanding of local real estate markets and laws.
Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.
Key Marketing Ideas for Real Estate Attorneys
You can leverage various strategies to reach potential clients where they are, whether that’s online, through professional networks, or in local communities. You just have to know how to connect with clients and this section of the guide will explore some key law firm marketing tactics that can help real estate lawyers expand their client base and grow their practices.
Use Quality Content Marketing for Real Estate Lawyers
Content marketing for law firms is your way of showing potential clients what you know in different formats (written, audio, and video) and in various forms, blogs, podcasts, infographics, and much more. When you share useful information about real estate law you’re actually helping people who are scratching their heads over property issues. It could be a first-time homebuyer wondering about closing costs, or a landlord trying to figure out tenant rights.
To implement an effective content marketing strategy, consider the following approaches:
Create targeted landing pages: Develop specific pages on your website that address common real estate legal issues or services you offer. These pages should provide in-depth information and clear calls-to-action to encourage potential clients to contact your firm.
Add client testimonials: Incorporate testimonials from satisfied clients on your website and marketing materials. These real-life success stories can build trust and credibility with prospective clients, showcasing your ability to handle various real estate legal matters effectively.
Gain credible backlinks: Seek opportunities to contribute guest articles to reputable real estate or legal websites. This not only increases your online visibility but also helps establish your firm as a thought leader in the real estate law field.
Want to build trust and authority? Discover the power of inbound marketing for law firms in our blog.
Social Media Marketing for Real Estate Attorneys
Social media platforms offer real estate attorneys a unique opportunity to connect with potential clients and showcase their expertise. According to the ABA’s Legal Technology Survey Report, 89% of law firms use social media for marketing purposes.
When developing your social media strategy, focus on platforms where your target audience is most active. Each platform has its strengths. LinkedIn is excellent for B2B connections and sharing professional insights in the real estate industry. Facebook can help you engage with local communities and showcase your firm’s culture. Twitter is ideal for sharing quick legal tips and commenting on industry news.
Video marketing is also a good standalone strategy that can be used with social media marketing. The visual and auditory nature of video content allows you to convey complex legal concepts with greater clarity and emotional resonance. Engaging videos can be shared across social media platforms as reels, stories, or short-form content, reaching a wider audience. These formats cater to the preferences of today’s online audience, who often seek quick, digestible content.
Check our blog on how to transform your law firm’s social media marketing from dull to dazzling
Delivering Business Results: Our Digital Marketing Case Studies
Improve UX for Your Real Estate Law Website
Your site should be easy to navigate, mobile-responsive, and provide clear information about your services. Remember, 75% of people judge a company’s credibility based on its website design, according to a Stanford Web Credibility Research study.
Consider the following aspects when improving your website’s user experience (UX):
User-friendly website: Ensure your website has a clean, professional design that reflects your firm’s brand identity. Use clear navigation menus and include easy-to-find contact information on every page.
Enhancing user experience (UX): Implement features that make it easy for potential clients to find the information they need. This might include a FAQ section, a resources page with downloadable guides on common real estate legal issues, or a blog with regular updates on relevant topics.
Leverage SEO for Real Estate Law Firms
Search engine optimization, or SEO, is about making sure your firm’s website shows up to the right people at the right time. Once you fine-tune your website with words and phrases that these potential clients are using in their searches, you increase the chances of them finding you instead of your competitors. You are not tricking search engines, you are communicating what you offer so that search engines can match you with the people who need your services.
We will discuss some of the strategies below:
Conduct Keyword Research: Start by identifying the keywords and phrases your potential clients are using to search for real estate legal services. Tools like Google Keyword Planner, SEMrush, or Ahrefs can help you discover relevant keywords with high search volume and low competition.
Leverage Schema Markup: Schema markup is a code that helps search engines understand your website’s content better. For law firms, implementing schema can help display rich snippets in search results, potentially increasing click-through rates.
Implement On-page SEO: On-page SEO involves optimizing individual web pages to rank higher in search results. This includes using your target keywords in page titles, headers, meta descriptions, and throughout your content. However, ensure your content remains natural and valuable to readers.
Optimize Your Website’s Technical SEO: Technical SEO focuses on improving your website’s backend structure. This includes improving site speed, ensuring mobile-friendliness, creating an XML sitemap, and fixing broken links. These factors contribute to a better user experience and can improve your search rankings.
Use Local SEO Strategies
As a real estate attorney, most of your clients are likely to come from your local area. So, while you are implementing local SEO strategies for law firms, don’t forget your. Implement strategies that allow your law firm to pop up when someone in your city or region searches for a “real estate lawyer.” It is not only your website that needs to be locally optimized, you should also manage your online presence across various platforms.
Google Business Profile optimization: This Google product helps local visibility and gives your business visibility on other Google-related products like Maps. Claim and optimize your GBP listing with accurate information about your firm, including your address, phone number, and business hours. Regularly update this profile with posts, photos, and responses to reviews.
Local directories: Directories like Yelp, Yellow Pages, and legal-specific directories can boost your local online presence. So, ensure your firm is listed in relevant local directories and legal-specific platforms. Consistent name, address, and phone number (NAP) information across these listings is crucial for local SEO.
Review platforms for local SEO: Review platforms play a significant role in your law firm’s local reputation. Encourage satisfied clients to leave reviews on Google, Avvo, or other relevant platforms. Respond professionally to all reviews, both positive and negative.
Launch Email Marketing Campaign
Email marketing remains one of the most effective ways to nurture leads and stay in touch with past clients. According to a study by Campaign Monitor, email marketing has an ROI of 4400%, making it a highly cost-effective marketing strategy. They allow you to communicate with clients in the form of newsletters, welcome messages, reminders, and much more.
Before you create a campaign, you need to compile email lists. Focus on quality over quantity. You can build your email list by offering valuable content (like e-books or guides) in exchange for email addresses, adding sign-up forms to your website, and collecting emails at networking events or seminars.
Furthermore, segment your lists based on factors like the type of real estate transactions clients are interested in, their stage in the buying or selling process, or their past interactions with your firm. This allows for more targeted, relevant communications.
Paid Advertising for a Real Estate Law Firm
While improving your organic search results is important, sometimes you need results fast. That’s where paid advertising comes in. It’s like putting your firm’s name in bright lights right at the top of search results. When someone searches for terms related to real estate law, your ad appears, giving you immediate visibility.
Pay-Per-Click (PPC) Advertising
PPC advertising for lawyers allows you to place ads on search engines and only pay when someone clicks on your ad. Google Ads is the most popular platform, but Microsoft’s Bing Ads is also an option. When setting up a PPC campaign, you’ll bid on keywords related to real estate law.
The bidding process is like an auction. You decide how much you’re willing to pay for a click on your ad for each keyword. Higher bids typically result in better ad positions, but it’s not just about bidding high. The quality and relevance of your ads also play a crucial role. Start with a modest budget, test different keywords and ad copy, and gradually increase your investment as you see what works best for your firm.
Social Media Advertising
It’s not just Google ads that put you out there, social media platforms like the ones we discussed above — Facebook, LinkedIn and Twitter — allow you to target ads to specific groups. For example, you could create an ad campaign targeting real estate agents or property developers who might need legal services.
Each platform has its own ad manager where you can set up your campaigns, define your audience, set your budget, and track results. Start small, experiment with different ad formats (like image ads, video ads, or carousel ads), and refine your approach based on what gets the best response.
Display Advertising
Display ads are visual ads that appear on websites across the internet. These can be static images, animated graphics, or even video ads. The key to effective display advertising is placement. Look for websites that your potential clients are likely to visit — real estate listing sites, local news sites, or blogs about property investment.
You can use platforms like Google Display Network to place your ads across a wide range of websites. When creating your display ads, focus on eye-catching visuals and clear, concise messaging that communicates the value of your services. Remember, these ads are often competing for attention with the website’s content, so they need to be compelling.
Foster Real Estate Attorney Networking
Building a strong professional network can help in business development, leading to valuable referrals and partnerships. Consider these networking strategies:
Organize and join workshops: Host or participate in workshops and seminars on topics related to real estate law. These events position you as an expert and give you face-to-face time with potential clients and referral partners. When joining industry events, come prepared with business cards and a clear, concise explanation of your services.
Implement a referral program: Develop a referral program that incentivizes other professionals, such as real estate agents, mortgage brokers, or other attorneys, to refer clients to your firm. Ensure your referral program complies with all applicable legal and ethical guidelines.
Establish Your Real Estate Law Firm’s Brand Identity
A strong brand identity helps differentiate your firm from competitors and creates a lasting impression on potential clients. Start by defining your firm’s core values and what makes you unique. Maybe it’s your specialized expertise in commercial real estate, your commitment to clear communication, or your track record of successful outcomes.
Once that’s out of the way, develop a consistent brand voice and visual identity across all your marketing materials, including your website, social media profiles, and offline marketing collateral. It should come through in the images you use, the colors you choose, and the language you employ.
Top Rankings for Real Estate Lawyers with Comrade Digital Marketing Agency
While the strategies outlined in this guide can significantly boost your firm’s visibility and client acquisition, implementing them all can be time-consuming and resource-intensive. Many attorneys find it beneficial to partner with a specialized marketing agency like Comrade Digital Marketing.
We offer tailored law firm digital marketing services, including SEO, PPC, and web development, designed to help your firm achieve its growth objectives. Whether you’re looking to increase your online presence, generate more qualified leads, or enhance your overall marketing effectiveness, our team of experts can develop a customized strategy to meet your needs.
Contact us today to discuss how we can elevate your real estate law firm’s marketing strategy and drive sustainable growth for your practice.
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