Use the Internet to Expand Your Real Estate Business

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Use the Internet to Expand Your Real Estate
Business

• August 26, 2008
• Dominion Homes
• Webbed Marketing

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Agenda

• Why Does Online Marketing Matter?
• Search Engine Optimization
• Search Engine Marketing
• Online Public Relations
• Questions and Answers

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Why does it matter?

• 77 of home buyers start their search on the
  Internet
• People relocating are more likely to start with
  the Internet, rather than an agent or a newspaper
• 63 on Internet buyers found their agent through
  an Internet search engine
• 81 of Internet buyers stay with the first real
  estate agent they choose to contact,

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Why does it matter?

• Among those who moved in the prior year
• 58 say the information they got online helped
  introduce them to their new community
• 57 say it reduced the number of places they
  looked at
• 29 say they thought online information helped
  them save money on the house they bought or
  apartment they rented.

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Why does it matter?

• Internet buyers spent an average of 4.8 weeks
  doing research before contacting an agent
  traditional buyers only 1.7 weeks. That means an
  Internet buyer is better prepared and less likely
  to waste your time

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Why does it matter?

• Internet buyers bought a home on average after
  spending 2.2 weeks looking for a home with an
  agent traditional buyers spent an average of 7.1
  weeks

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Why does it matter?

• Internet buyers previewed an average of 6.7 homes
  with their agent (they had already eliminated
  ones they did not wish to see), traditional
  buyers previewed 15.4 homes

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Why does it matter?

• Number of agents an Internet buyer interviewed,
  on the median 1 Traditional buyers 3
• 97 of Internet buyers said they would use the
  same agent again. Traditional buyers? 50.

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Search Engine Optimization (SEO)
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Search Engine Optimization
Why is this the top page?
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What do search engines care about?

• Onsite
• Offsite
• Technical Stuff
• Voodoo

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Onsite Optimization

• A lot of relevant, descriptive, free, updated and
  original content
• Use of keyword in body copy
• Headers, bold, and link text
• Killer title tags
• Keyword Use in URL
• Alt Tags
• Internal Linking
• External Linking

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Offsite Optimization

• Quality of links
• Number of links
• Relevancy of links
• Growth of links
• Age of link
• Text surrounding link
• Anchor text

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Technical Stuff

• Age of domain
• Meta description
• Meta tags
• Domain Extension
• PageRank
• Accessibility

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Voodoo

• Historical performance (time on page, clicks,
  Analytics)
• Semantic Association
• Manual Authority

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Onsite Optimization

• Highest level of control
• Most immediate impact
• Lowest resource requirement

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Keyword Research
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A well optimized page
Repetition of keywords
Alt tags
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Keyword Ranking
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Text heavy, keyword rich, original content
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Keyword Ranking
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Use of Keyword in Body Copy
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Keyword Ranking
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Headers, bold, and link text
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Keyword Use in URL
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Killer Title Tags
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Alt Tags
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Internal Linking
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A Word about the Wiki

• Why Wikipedia is damn near perfect for SEO

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Wikipedia
Title Tag
Meta Description
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Wikipedia
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Search Engine Marketing (SEM)
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Search Engine Marketing

• Bidding on keywords based on a set of rules
  (negative match, geography, dayparting)
• Creating compelling ads
• Managing bids for keywords
• Great offers and landing pages

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Search Engine Marketing
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Paid Search Overview

• Competitive Analysis (Keep your enemies close
  )
• Competitor Analysis Research competitors that
  you may or may not be aware of.
• Keyword Research Extensive industry research to
  determine what keywords your competitors are
  bidding on.
• Budget analysis Know what your competitors are
  spending on Search advertising.
• Monthly Reporting Monthly details of competitive
  trends

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Paid Search Overview

• Campaign Creation
• Campaign analysis Review site looking for
  campaign opportunities
• Landing Page consulting Initial feedback on
  landing page spots within the current site pages,
  as well as other landing page offer ideas.
• Budget research Provide traffic estimates based
  on various tiers of ad spend.
• Geo-targeting If applicable, geo-target
  campaigns to reach specific regions down to the
  zip code level.

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Paid Search Overview

• Keyword Research
• Monthly Keyword reports Analyze new search
  trends related to site content (targeted,
  semantic association, utility)
• Keyword Research Weekly keyword research to
  capitalize on search trends
• Keyword Management Analyze keyword performance,
  retiring keywords that have not performed well.

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Paid Search Overview

• Ad Copy Testing and Optimization
• Ad Creation Create concise, compelling,
  creative ad copy for each landing pages.
• Ad Testing Create Multiple ads for each campaign
  to optimize the copy and landing page.

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Online Public Relations
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Consumers Buy Based on Buzz
An intelligent man learns from his experience.
A wise man learns from the
experience of others  
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(No Transcript)
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All Marketing is Search Marketing
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Negative First Impressions
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Customers Define Your Brand

• In 1917 George Smith wrote The best is that
  which the public determines is best.
•  

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Best Realtor In Ohio
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We Cant Keep Up

• Youtube.com is the new TV network, podcasts are
  the new radio, and blogs are the new newspapers
• The blogosphere doubles every six months (or is
  growing at 4 times the population of India)
• Technorati it tracking 120 million blogs
• My slides cant keep up!
•  

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Ohio Real Estate in the News
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Ohio Real Estate in Blogs
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Crossover Factor
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(No Transcript)
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Crossover Factor
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Reputation Management
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Dell
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BP
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Panera Bread
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• Online Public Relations is about getting the
  online media and consumers communicating with an
  organizations audience.

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Your Turn

• What are people talking about..

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4.5 Million Posts
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The Technorati are Talking Real Living HER
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And the Wiki World
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And the MySpacers
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Facebook
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Manta
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Conclusions

• Real estate buyers start with search
• Your first, final and lasting impression is
  shaped online
• Online buzz influences buying decisions
• Consumer and the media are already talking

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Questions