Real Estate Law Attorney Marketing
Real estate contracts are governed by federal, state, and general contract law. Attorneys can find themselves representing either buyers or sellers of real estate. Marketing strategies need to identify potential clients in need of real estate law services at home, where they work, in their community and through real estate brokers and agents.
Online Marketing Resources
1. Establish Your Authority: Start a blog that answers clients’ most immediate introductory questions. For example, “How long do I have to cancel a contract to buy a house?” By answering their questions you establish yourself as a resource and worthy of consideration should they need representation. Add to this library of “helpful answers” targeting questions specific to real estate law.
2. Offer a Webinar: This is merely a digital version of the old free-client seminar. Offer to e-mail those who register the login information for the webinar, thereby capturing a contact for future reference. Online services like Microsoft Live Meeting, Webex and Adobe Connect Pro are affordable options to set up these webinars.
3. Become a News Source: Use your blog and website to advise potential and existing clients of news, awards received by your practice, relevant court decisions and changing areas of the law. By tracking news that’s relevant to your clients, you establish another touch point that could transition into new business.
4. Marketing via SEO and PPC: In short, SEO practices help identify your content to search engine visitors looking for your specific information or keywords. Use targeted keywords like “real estate attorneys” on your website and blog. Pay-per-click advertising is the business of purchasing ads that appear to visitors who search these specific keywords. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
5. Obtain a free local business listing on a search engine such as Google.
General Legal Marketing Resources
1. Advertise where your potential clients are. Yellow pages, newspapers, and real estate flyers, journals and trade magazines each reach their own niches.
2. Referrals from other attorneys, clients, real estate brokers, appraisers, and mortgage lenders.
3. Obtain listings in attorney business directories such as Martindale-Hubbell.
4. Join and attend community business organizations such as the Rotary Club, the Chamber of Commerce etc. to expand your business contacts.
