If there is one person that might have the most insight on building a massive company, and implementing a successful advertising campaign, it is probably Google’s Matt Cutts. So what does Matt have to say about business building and online marketing that can help real estate companies and independent professionals grow and win? Continue reading to gain insider advice regarding real estate business principles. This may be all you need to bring your business to the next level.
For those serious about dominating the real estate marketing landscape, and scaling a business that lasts, Matt Cutts, head of Google’s Webspam team, can provide a lot of great insight. He provides regular updates on what Google is doing to search, how spam is being fought, and tips. In November 2014, Matt took to Twitter to talk Google, SEO, and Earning Loyalty. So what do his latest insights hold for real estate investors, agents, and CEOs?
While there are those that argue Google’s size, virtual monopoly, and power make it hard for the technology giant to stay true to its motto of “Don’t be evil,” Matt Cutts provides more in depth detail of what this really means. Specifically, avoid trapping user data. In other words, Google users can always bring, move, and take their information whenever they like. This is clearly a monumental issue in the real estate world. Those that have invested heavily in building up various platforms like Facebook and Zillow appear to be suffering, as those contributions have made some incredibly. There are many third party platforms for real estate pros to leverage. However, at the end of the day, they cannot afford to neglect building their own online assets.
The unique message Matt Cutts really wanted to drive home in his latest leak: earning loyalty by committing to operate on a level playing field. Most think that Google would just prefer to run everyone else out of the game. Of course, they do want to retain the most possible users. However, Cutts points out that choosing to play on an open field not only makes the company better, but enables, and even drives them harder in delivering their absolute best to consumers. He highlights how competition is a good thing. It drives better solutions for users, creates more fulfilling roles for everyone in an organization, and success in delivering on better creates loyalty. When you know your customers have options and can leave at any time, you have to strive to go above and beyond to earn their ongoing business.
Of course, regardless of what you stand for, there will be customers that try to abuse the system. Real estate professionals know that all too well. They should know what the fallout of mass real estate and mortgage fraud is, as well as just the general abuse of position as gatekeepers to the benefits of homeownership and real estate investment. In answering Google’s own issues, Cutts says the company will have to get more creative. Real estate companies may have to get creative too – encourage better behavior by users and competitors. This is about using positive influence and pressure to get people to do the right thing.
In returning to basics, Matt’s most recent post comments on some of the core focuses of Google. Cutts says it is all built on a foundation on functionality. The system has to work, be reliable, and provide good solutions. This is iced with the goal of maintaining a “beautiful seamless experience.” However, appearances aren’t enough if the function isn’t there. First, real estate pros really need to learn their stuff before they worry too much about fancy gadgets and gimmicks. Get the basics right, and then develop the experience. The real theme of the message is how core business principles need to be built into the very DNA of a company. New real estate start-ups rush to formulate vision statements, mission statements and business plans because they feel they should. Yet, all too often they go ignored and collect dust. In order to work, and keep going in the right direction, real estate companies need to keep principles front and center. Use them when measuring success, and planning new campaigns.
There are many other lessons real estate CEOs, agents and investors can take away from Google, both directly and indirectly. The most obvious might be that it pays to be big. To get big, of course, you have to find more people to serve, and give them tools and products that will win their attention and loyalty. Then comes the ability to influence discovery and opinion.
Finally, Cutts and Google make no secret of the fact that they will get tougher on spammers and those trying to game search engine rankings. Cheap short cuts are only likely to be highly expensive detours in most cases. Focus on quality and value – it will keep paying off over the long run.
