As Troy Palmquist refreshes his consumer-facing real estate brand online, he takes you along on the journey, including the nuts and bolts decisions related to content marketing.
One of the tasks I’m working on as I move back into production is refreshing my consumer-facing online presence. I’m pivoting some of my digital content toward buyers and sellers, updating my bio and working on search engine optimization.
In an effort to make my consumer-focused website more effective for lead generation and brand building, I’ve purchased my name in both the .realtor and .realestate domains. The .realtor domain is available exclusively for members of the National Association of Realtors and the Canadian Real Estate Association, while anyone can purchase a .realestate domain.
Here are seven reasons why I decided to make the switch:
1. Strong professional branding and credibility
For agents and brokers who want to lean into their professional status through their NAR or CREA membership, the .realtor extension is a great way to communicate it. In addition, top-level domains that are industry-specific — like .realtor as opposed to .com or .net — are easier to remember, keeping agents top-of-mind with the people they meet.
2. Cost-effective marketing
Realtors get the full first year of a .realtor domain at no cost, while renewals begin at $39.95/year. The .realestate domain starts at $69/year. Multi-year and multi-domain discounts between 10 percent and 25 percent are also available. That’s an affordable investment for ongoing branding and is, in many cases, far cheaper than other domains.
3. Strategic hybrid domain approach
If you’re wanting to explore multiple approaches to branding and marketing — for example, content marketing that focuses on both your local market and a specialty niche — you can cover multiple audiences, highlight your authority and attract traffic with multiple SEO strategies. With both domain types, you also have a better chance of dominating search results.
4. Setup and technical support
For those who are tech-savvy, the complimentary website offered with a domain name purchase is a simple DIY process, often under five minutes. However, for those who need a little more help, there are premium options that allow you to outsource customization, optimization and content development. SSL security, ADA compliance and reliable hosting are baked in, so your site can be up and running almost immediately.
5. Lead generation and SEO lift
Among the tools offered are built-in contact forms, pop-ups, MLS integrations and done-for-you blog posts aimed at converting website visitors into warm leads. In addition, case studies show that some clients have seen significant spikes in both traffic and engagement, suggesting that there may be an SEO boost as well.
6. Domain forwarding and multi-domain strategy
If you have an existing .com website, you can route traffic to or from your .realtor or .realestate site, creating more comprehensive domain authority. By owning multiple domains, you strengthen your online presence and reduce the risk of a copycat competitor horning in on your brand. In my case, I’ll be pointing to my website sellingtheaddress.com built on the access.com, Agent Image-designed website, giving me multiple domains for better brand coverage.
7. Exclusivity and brand differentiation
Since only NAR/CREA members can access .realtor domains, you’ll enhance your credibility and deter so-called “cybersquatters” who buy desirable domains and sell them back at a premium. In addition, a .realestate domain can help you more accurately communicate your niche or location along with what you do, often far more affordably than a .com domain.