Quick review – the 7 E’s are:

1. EARN Google’s trust
2. ENTICE people to visit your site
3. ENGAGE those “just browsing”
4. EMPHASIZE your differences
5. ENSURE you’re part of the short list
6. ELICIT a response – generate a lead and convert it
7. EMPLOY your happy home owners to earn more trust

We all know that when people come to visit a model home today and they tell us that they are “just looking” that they aren’t being 100% truthful. Prospects who take the time, energy, and money to come see us in person are there for a bigger reason than just to look around.

However, when it comes to the internet – there are hundreds if not thousands of people every month that will come across your brand as they are “just browsing.” They didn’t set out to find you, but they clicked here… then found something interesting there… then somehow a piece of you (an ad, a blog post, or maybe your full site) managed onto their screen and they click over for a few precious seconds. Serendipity and a rabbit trail brought them to your door, but what will happen next?

If there is strong content (original or curated) that speaks to the user where they are now – then at a minimum you can begin to build a sense of trust and respect with them. What I’m really talking about is segmenting your messaging/content as much as you segment your market.

See the chart below for an example:

Beyond these segmented messages are additional topics that are almost universally heavily researched. Here are a few:

• Interior design
• Landscaping
• Kitchen and bath renovation
• Home repair / maintenance
• Home mortgage / refinancing
• Local housing market insights

The bottom line: The item that enticed someone to come visit your site has to be followed up with strong relative content that will build brand awareness and respect. As an added benefit, that same content will in turn lead to earning more trust from Google.