Add More Qualified Leads To Your Pipeline Through Local SEO
Why Should Realtors Care About SEO?
In nearly every community in Wyoming, people use Google to find realtors more than just about any other business. Usually, the larger a city is, the greater return you can expect from SEO. So we’ve taken the 10 most populated cities in Wyoming and given them a thorough analysis. Each city’s breakdown will include the number of people searching for realtors every month, the estimated number of new customers/clients you could expect to get from hitting the first page of Google, who is currently ranked at the top, and a brief look at how solid those top competitors are.
As a clarification, when we break down the quality of the Top 3, that doesn’t reflect how we feel about their quality as realtors. It’s completely based on the strength of their SEO, and how difficult it would be to overtake them and put yourself in the Top 3 instead.
The Numbers We’ll Use
Any time we’re throwing numbers out there (such as customer value and conversion rates, for example), we’re going to be using some rough estimates. These estimates will be based on industry standards and will be kept on the lower side of things because we would rather give a conservative estimate (and you may be surprised at how high that conservative estimate is, so read on!)
When we’re looking at how many new customers you could potentially acquire, we’ll use a 1% conversion rate. Just for reference, a 1% conversion rate means that if 100 people see your business in search results, 1 of them will eventually become close a deal with you. In most industries, a 2%-5% rate is pretty reasonable if your business is listed in one of the top three map positions – but it is better to err on the low side.
The next number we need to look at is the value of each of those deals. There are varying estimates of the value of a sale, obviously depending on the house. Because we’re trying to be conservative with all our estimates, we’ll stick with the lowest estimate we’ve heard: $2,000 per sale.
Remember, these numbers are low estimates. They could vary in either direction, but it’s likely that actual results will be higher than the estimates put forth here.
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Cheyenne
Search Traffic
Each month, approximately 9,980 people use Google to search for something real estate related. Some of these searches come from within Cheyenne, and some come from people elsewhere who may be looking at moving to Cheyenne. Because of the nature of real estate, a lot of these are probably repeated searches. It’s likely that the actual number of people is less than 9,980 and they all search multiple times, but that number is still huge. Our 1% conversion rate would still yield about 100 new clients each month. Even if we cut that number in half, it would be a staggering amount of new business.
What Does That Mean For Me?
Luckily, 100 is a very simple number to work with. With our estimate of $2,000 per sale, the math is pretty easy, and comes out to $200,000 in value every month just from search engine traffic!
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. #1 Properties
2. RE/MAX Capitol Properties
3. Peak Properties LLC
#1 Properties is in an interesting position. Its current position appears very solid due to the absurdly large amount of links it has. But that puts it in a shaky position at the same time. Since those links all come from just a handful of places, they are vulnerable to algorithm changes in the future. RE/MAX Capitol Properties is on a lot more stable ground. They have a more diverse link portfolio, and could probably improve their position a lot with a little bit of focused effort. Peak Properties LLC doesn’t have anything too great going for them. They would be relatively easily overtaken by a focused competitor.
Casper
Search Traffic
Approximately 8,150 people in Casper search for real estate in some form or another each month. These include searches for realtors as well as searches for things like “houses for sale” and “open houses in Casper WY”.
What Does That Mean For Me?
Using our 2% estimate, ranking in the top three should translate into about 163 sales per month. Since that is still a bit high, we’ll cut it in half again and bring it down to about 80. Multiply that by our $2,000 sale value and there is reasonable potential for brokerage in Casper to see $160,000/month from SEO.
Who Is Currently Getting That Traffic?
The search results vary depending on what phrase you search, but the majority of the searches yield the following results as the top three:
1. 2nd Street Realtors
2. Lisa Burridge & Associates Real Estate
3. The Edgeworth Real Estate Firm LLC
Despite Casper’s population being similar to Cheyenne’s, the competition is very different. 2nd Street Realtors’ website is a nightmare for users, with text that runs over itself making it impossible to read. (If 2nd Street is reading this, I’m sorry, but it’s true). It has a link profile that is pretty characteristic of Wyoming businesses. All in all, a site that would be pretty easily outranked for several major keywords. Lisa Burridge’s site is fine enough, built by one of the fairly generic “realtor website” companies. Neither it nor Edgeworth have SEO that is strong enough to make them difficult to beat.
Laramie
Search Traffic
Because of the University, Laramie has a lot of rental traffic. But it also has significant real estate turnover. That turnover leads to 6,800 searches each month for realtors or houses, and that’s excluding anything rental related!
What Does That Mean For Me?
Laramie gets around 6,800 real estate searches each month. Even assuming that many of these are duplicate searches, 1% would still give us 70 deals a month for a total of $140,000.
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. Laramie Land Company
2. Mountain Valley Properties
3. Advantage Real Estate
I’ll be honest, I’m completely biased here. Mountain Valley Properties is currently one of our clients, so we feel pretty good about them being in the top 3. Everyone in this top 3 is in about the same position. Decently stable, but definitely not insurmountable.
Gillette
Search Traffic
As population dips, so does the search volume. Gillette gets approximately 3,000 searches each month for real estate
What Does That Mean For Me?
3,000 searches at 1% translates to about 30 sales per month. With our rough estimate of $2,000 per sale, that yields $60,000 each month.
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. RE/MAX Professionals
2. Team Properties Group, LLC
3. Pat Avery Real Estate
RE/MAX and Pat Avery both have SEO that is pretty typical for Wyoming. They are doing alright, but nothing especially spectacular. Both could be overcome with a little bit of effort, but they also both have great foundations to work from. Team Properties Group is a different story. It is hard to tell exactly what is going on from a third party perspective, but something is off with their SEO. One of the things that puts them in the top 3 is the massive amount of backlinks they got from advertising with Basin Radio. It can be a little bit dangerous to have that many links from one source, but they should be safe for the moment at least. What is more interesting is that they have wonderful statistics on the behavior of their site visitors, but they don’t really make any sense. The only thing that makes sense to me would be that they have a handful of loyal and dedicated customers who go to their site and browse homes quite a bit. Either way, they are in a strong position currently, but it is a precarious one due to the radio links.
Rock Springs
Search Traffic
Rock Springs’ traffic is just a bit lower than Gillette’s at around 2,200 searches per month. As always, these are for various things. Some searches are for realtors, and some are just for houses for sale.
What Does That Mean For Me?
Keeping with our estimate of 1%, those 2,200 searches should translate into about 22 new clients. Using the $2,000 client value estimate, that turns into $44,000 of monthly value.
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. Brokerage Southwest
2. High Country Realty
3. Southwest Real Estate LLC
All of the top 3 realtors in Rock Springs are in pretty normal positions. Brokerage Southwest has rightly earned their top spot, with a fairly solid performance for a Wyoming business. There is still room for improvement there, but they are a clear outlier. The other two are fine, but have nothing special going for them. Much like other realtors in the state, they haven’t made any major SEO mistakes, but they also haven’t done anything phenomenal. They could be overtaken fairly easily, or they could become undefeatable powerhouses with a little work.
Sheridan
Search Traffic
Sheridan has a remarkably strong real estate demand for its size, with roughly 5,100 searches monthly. Given the fact that Sheridan has less people than Rock Springs, it is impressive that they have nearly double the real estate demand.
What Does That Mean For Me?
Our 1% estimate will yield roughly 51 new clients each month, and our $2,000 estimate gives those clients a rough total monthly value of $102,000.
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. Century 21 BHJ Realty, Inc
2. Summit Realty Group, Inc
3. Sheridan Realty Associates
The companies in position #1 and position #2 are some of the best websites we have seen so far in this analysis. Absolutely gorgeous websites, strong SEO profiles, just great work. It looks like Century 21 may have put some new marketing efforts into place in the last 4 months, and it looks like Summit may have dropped some. They have lost a lot of authority in the last 2 months specifically, but they are still pretty good. Sheridan Realty Associates is kind of sad by comparison. With a wildly outdated website and a meager showing of backlinks, they are mainly kept in the race by their exact match domain name. A competitor looking to outrank them would have an easy journey.
Green River
Search Traffic
Green River is where the lower population really starts showing decreased search results, with only 1,400 searches per month. That is still a significant amount of traffic though, even with our low estimates. Regardless of the reason, the numbers are relatively low, though still significant.
What Does That Mean For Me?
With 1,400 people searching for houses each month, our 1% estimate yields 14 new clients. Compared to some of the other communities on our list, that may seem insignificant, but that still equates to an extra $28,000 in value every month, which would cover the marketing expenses of getting there 40 times over.
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. Castle Rock Realty
2. Brokerage Southwest
3. All Broker Realty
Green River’s real estate competition is a little bit sad. Castle Rock Realty has a decent presence, but they are really lacking compared to a lot of the other realtors we’ve looked at in this article. They use Next! Ad Agency, which is a national agency that has a reputation for doing the bare minimum for SEO. Brokerage Southwest is the same company that is located in Rock Springs. All Broker Realty doesn’t even have a website! If you are a realtor in Green River, you should be showing up in search results before a company that doesn’t have a website.
Evanston
Search Traffic
I’m not sure why, but Evanston has an unprecedentedly high number of searches for how small it is. It has approximately 3,800 searches for real estate, and a surprisingly high number of those are looking specifically for land.
What Does That Mean For Me?
3,800 searches a month brings us to a 1% estimate of 38 clients. Using our $2,000 average deal value, you could be looking at $76,000 of extra value each month.
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. RE/MAX Results Realty
2. Uinta Realty, Inc
3. Preferred Realty
RE/MAX Results Realty has a pretty standard Wyoming SEO background. Nothing particularly special, but no red flags either. The site is quite outdated from a design perspective and could benefit from an update. Uinta Realty, Inc is more impressive in nearly every measurable way. Preferred Realty is actually Coldwell Banker, but they aren’t linked well so it gets quite confusing. The Google listing for Preferred Realty has no website attached to it, and the Coldwell Banker website is just a single awkward page.
Riverton
Search Traffic
Riverton search numbers take a serious drop compared to Evanston. Riverton seems to be more rental-focused, though it still gets a solid 1,220 searches each month.
What Does That Mean For Me?
1,220 searches brings us to a 1% estimate of 12 new clients each month. Compared to the other cities on our list, that doesn’t seem like much, but it still leads to approximately $24,000 worth of value each month.
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. Home Source Realty, Inc
2. Wind River Realty
3. RE/MAX All Star, Realtors
Home Source Realty, Inc covers both Riverton and Lander. They have a surprisingly solid SEO profile (at least by Wyoming standards). Their website isn’t perfect, but it isn’t terrible either. Wind River Realty also looks pretty good, though there is some irregularity that occurred around the 20th of August that looks like it could be link spam. It is something they may want to look into or it could lead to problems down the road. RE/MAX is similar. Looks pretty good, but there are some questionable links in there they may want to check out.
Jackson
Search Traffic
Not surprisingly, Jackson is the city that breaks the real estate mold. Given its notoriety for prime real estate, it shouldn’t be too much of a surprise that Jackson gets 10,700 real estate searches each month. It may be safe to assume that many of those are people that are just wanting to look at the nice houses, but even if we assume that a fraction of them are valid, it is still a massive number. Even Cheyenne doesn’t break 10,000!
What Does That Mean For Me?
At this point, the numbers are kind of a mess. The don’t apply easily to Jackson, but we’ll pretend anyway. Let’s say that we get our 1%, and hit 107 new clients each month. And let’s assume that houses in Jackson actually only bring a $2,000 commission. Ff those assumptions were true (and they probably aren’t), you would be looking at $214,000 in value each month. Shoot, even if you take 1% of that it would still pay for the SEO required to get there 2 or 3 times over!
Who Is Currently Getting That Traffic?
The search results vary depending on what exact phrase you search, but the majority of the searches yield the following results as the top three:
1. Jackson Hole Real Estate Associates
2. Jackson Hole Real Estate Company, LLC
3. Jackson Hole Sotheby’s International Realty
This is a separate class of SEO from the rest of the state. Any one of these websites would blow everything else in this article out of the water. These companies have live chats available, sites available in multiple languages, and have SEO profiles that are far beyond what you will see in the rest of the state. It isn’t surprising, given the market they work in, but it is still impressive. If you are one of the competing real estate companies in Jackson, you may want to hire some marketing help. You will never beat these guys by chance.
Key Take Aways
As a whole, the biggest conclusion we can draw from this data is that there is a lot of potential revenue to be made from Local SEO for realtors in Wyoming. Excluding Jackson, there are very few companies that have done much, if anything in the area. That shouldn’t be all that surprising, as it’s the entire reason we wrote this article!
Now, (in the spirit of blatant self-promotion) we would obviously love to help you earn all that revenue and get all those new clients. However, there is a stipulation. SEO is a pretty direct competition, which means we can only work with one real estate company in each city. This is decided on a first come, first serve basis. If you’re interested, fill out the form below and we’ll get back to you within 24 hours.
