Online Strategy:Ongoing Review

An8-Step Plan for
Continued Success

Step 1: Review Your Data

Step 2: Review Your Google Rankings

Step 3: Review Your Brand, Perception, Audience, and Competition

Step 4: Review Your Hub

Step 5: Review Your Profiles and Update Your Short List

Step 6: Update Your Schedules

Step 7: Review Your Alerts

Step 8: Continue to Measure Your Success

Step 1: Review Your Data

Take a look at the information you gathered in Step 11 of the original Create Your Online Strategy document to identify which tactics are generating the most leads, transactions, and revenue.

Write down your top 3 tactics, as well as the amount of time you spend on each:

1)
2)
3)

Which tactics do not seem to be generating as much business for you?

1)
2)
3)

Use these results to help you refine your short list and long-term goals later in this document.

Step 2: Review Your Google Rankings

Click here to open up Google in your internet browser.

1)Search for your name in Google and review the results

2)Search for other key terms, such as your town + real estate, or a key neighborhood + homes for sale

Compare what you see with the results from your initial analysis. Have your rankings improved? Are you happy with these results? What can you do to improve?

Step 3: Review Your Brand, Perception, Audience, and Competition

Review your answers to the questions in Step 2, 4, and 5 of the original Create Your Online Strategy document.

Does your online self reflect who you are in real life? Are there any changes you need to make?

Are there any changesto your target audience and their needs, preferences, and online habits?

Which audiences would you like to grow or connect with more deeply?

Are there new types of clients you would like to work with?

Has there been any change in what your competition is doing online? Are there ways you can improve to increase your advantage?

Step 4: Review Your Hub

Review your website to identify any areas for improvement.

Up to date / Need to update / Need
to add / Notes
Contact info
Branding consistent
Updated bio
Updated picture
Searchable listings
Real estate education
Links to social media accounts
Testimonials
Widgets
Local market info
Other:

Is there anything you can do to better reflect traffic back to your hub?

Step 5: Review Your Profiles and Update Your Short List

It’s time to review and update the short list you created in Step 7 of the original Create Your Online Strategy document.

For the sites where you have a profile or want to establish a presence, use the checklist below to answer the following questions:

  • Is your profile and contact information up-to-date?
  • Is your profile picture current and consistent?
  • Is the branding consistent?
  • Do you have a Vanity URL (if applicable)?
  • Do you want to establish a new account, continue your current level of activity, enhance your presence, or even delete your account?
  • How much time do you currently spend on the platform?
  • How much revenue does it generate for your business?
  • Do you want to add this to your short list to focus on (over the next year), or do you want to focus on this over the long-term (next several years).

Then:

  • Write down any specific improvements you want to make. For example, do you want to change the frequency at which you update your account? Add different types of connections? Begin using different features?
  • Note the types of posts, topics, and formats that your audience seems to find most engaging
  • Identify additional techniques to increase your levels of engagement

As you identify the areas you want to work on over the short- and long-term, keep in mind the platforms that are currently generating the most leads and revenue.

Website / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Blog / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Facebook / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Twitter / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
LinkedIn / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Google+ / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
YouTube / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Vine / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Instagram / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Flickr / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Pinterest / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Yelp / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Realtor.com / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Zillow / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Trulia / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
ActiveRain / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:
Other / Up-to-date profile/info?
/ Consistent picture?
/ Consistent branding? / Vanity URL? / Time Spent:
/ Add to
Short List
Establish account
/
Continue using
/
Enhance presence
/
Delete account /
Revenue:
/
Focus over Long-Term
Improvements to make:
Most engaging formats:
How to increase engagement:

Step 6: Update Your Schedules

For any new platforms on your short list, open up your calendar and schedule in time for how often you will post and interact with your followers. The following frequencies are recommended:

  • Website/blog: Three times per week for optimal SEO
  • Facebook, Twitter, Google+: At least once per day
  • LinkedIn: Two times per month
  • Others:As frequently as you’re able

Also, pencil in time to update your bio and profile picture and make sure your branding is up to date at least quarterly.

You will also want to continue to schedule time daily or weekly to create and curate content.

Step 7: Review Your Alerts

Additionally, review all of the alerts you have set up for your name (and all of its variation), agency name, motto or slogan, social media handles, competitor names, and all of your websites and blogs. Are there any additional alerts you need to set up?

Step 8: Continue to Measure Your Success

It’s important to continue to track your leads and conversions to determine what’s working. Whether you use the chart from Step 11 in the original Create Your Online Strategy or something more sophisticated, you need a mechanism for identifying which tactics bring you the most success so that you can continue to refine your strategy.