Search Engine Marketing For Real Estate

Search Engine Marketing For Real Estate



Last week we demystified Internet marketing and gave a​ brief overview of​ its main components – search engine marketing,​ search engine optimization,​ and affiliate marketing. This week we're going to​ look at​ ways that real estate marketing with a​ special focus on​ search engine marketing (SEM) can benefit you​ – for the​ real estate professional.


Real estate agents and brokers have been sometimes been unfairly painted as​ being indifferent to​ new technologies and business methodologies such as​ SEM. While it's true that much of​ your business relies on​ personal connections and face-to-face communication,​ real estate agents — like all business savvy professionals know that personal connections only get you​ so far. And in​ today's increasingly competitive market,​ you​ need to​ go very far. SEM can help you​ expand your reach by promoting your business and expanding your sales pipeline across the​ Internet.


Using search engines has become one of​ the​ most popular activities on​ the​ Internet,​ second only to​ email. But with millions of​ websites and billions of​ web pages,​ potential homebuyers need a​ tool that can sift through this clutter to​ find the​ realtor websites relevant to​ their search. Thanks mostly to​ the​ techniques pioneered by Google,​ search engines have become remarkably effective at​ providing results that are highly relevant to​ the​ term or​ phrase the​ user searches on. But to​ be relevant,​ you​ have to​ be found.


The importance of​ being found


You may have great inventory,​ a​ fantastic local clientele,​ and a​ snazzy new website,​ but if​ your business website doesn't show up on​ the​ first two pages of​ Google (or Yahoo,​ MSN,​ or​ Ask Jeeves),​ you're not getting the​ exposure you​ need to​ remain competitive. Studies have proven what most Internet users know already – people generally do not look past the​ first two pages of​ search results. And with over 71% of​ homebuyers initiating their home search on​ the​ Internet (according to​ the​ National Association of​ Realtors),​ you​ can't afford to​ miss out on​ all of​ those active buyers.


As we mentioned last week,​ SEM is​ a​ comprehensive marketing strategy that includes search engine optimization (SEO) and sponsored listings. Purchasing sponsored listings is​ a​ surefire way to​ get your website to​ the​ top of​ the​ results page quickly – without waiting for the​ results of​ a​ comprehensive SEO campaign. Identifying right keywords is​ crucial for the​ success of​ SEO / SEM campaigns (e.g.,​ http://www.homeseekers.com targets Homes for Sale and http://www.thesanguineteam.com/ targets Fort Myers Beach Florida Real Estate as​ their main keywords. We will dedicate a​ full newsletter to​ SEO (and how to​ rank for the​ above mentioned keywords) next week,​ so keep your eyes peeled for that.

But using the​ major search engines is​ just a​ part of​ an​ effective SEM strategy. a​ lead tracking system lets you​ make more money off of​ your website with far less work,​ and an​ email marketing campaign keeps your prospects and clients up-to-date while positively setting you​ apart from your competition.

Sponsored (paid) listings

Sponsored,​ or​ paid listings are a​ great way to​ get fast visibility on​ the​ major search engines. Also called pay-per-click,​ (PPC) sponsored listings are those that show up at​ the​ top of​ search engines such as​ Google in​ a​ blue box or​ in​ a​ column along the​ right side of​ the​ page. These results are clearly labeled "Sponsored listings." the​ more popular the​ keyword,​ the​ more paid listings come up.

Google AdWords is​ by far the​ most popular sponsored listings program,​ mainly because the​ Google network is​ used by 80% of​ all Internet users. the​ AdWord program allows you​ to​ create your own ads based upon the​ keywords most relevant to​ your business. you​ can also choose to​ have Google write the​ ad for you​ for an​ extra fee. And not only do you​ can choose for your ads to​ show up on​ the​ Google results page,​ they will also show up on​ sites in​ the​ Google Network,​ such as​ AOL,​ EarthLink,​ Blogger,​ and HowStuffWorks. When someone clicks on​ your ad,​ you​ pay Google a​ pre-determined fee.

Here's how AdWords and other programs like it​ work:

1.You determine what keywords are most relevant to​ your business (eg,​ "Brentwood real estate" "Full service mortgage brokerage" "Buy and Hold properties").
2.Decide how much you​ can spend on​ the​ campaign. Once your budget is​ used up,​ the​ campaign will end,​ or​ you​ will increase your budget.
3.Your ads start running within minutes after you​ submit your billing information. you​ can easily keep track of​ your ad performance online to​ see how certain words are performing against others.


While sponsored listings are the​ best way to​ get high rankings quickly,​ they are no substitute for a​ thorough SEO campaign. Again,​ we'll be going into more detail about SEO in​ next week's FAN.

Lead tracking

While most real estate agents have a​ website,​ not all are making money off of​ them. Sponsored listings and SEO can help attract leads,​ but to​ truly get the​ most out of​ SEM,​ you​ will want to​ develop a​ lead tracking system to​ target the​ customers and prospects most likely to​ be interested in​ your services.

Lead tracking can help your real estate business become stronger by attracting quality leads. Lead tracking brings both short- and long-term benefits to​ your company – giving you​ instant access to​ information about each sales prospect while also helping to​ streamline and manage the​ sales process. Lead tracking will help you​ gain a​ critical edge on​ the​ competition by:

1.Providing better service to​ prospects and existing customers
2.Improving time management
3.Providing valuable marketing information that improves strategic planning


Lead tracking not only helps you​ attract more customers,​ it​ also tracks your return on​ investment,​ so you​ know exactly how much each lead is​ worth,​ how many leads convert into transactions,​ and your overall return on​ investment in​ your advertising dollars.

Fidelity Assets offers a​ lead tracking solution tailored to​ the​ specific needs of​ those in​ the​ real estate business. All leads that are generated from that campaign become your exclusive leads. We do not sell them to​ anyone else. All leads come directly to​ you​ from people who are searching for homes right now to​ buy and/or sell on​ the​ Internet in​ the​ areas where you​ serve.

Email marketing

So now you​ have high rankings on​ the​ search engines and lead tracking is​ bringing in​ numerous high-quality prospects. Now what? Email marketing is​ the​ icing on​ the​ SEM cake – it​ impresses your prospects by allowing you​ to​ send them valuable information on​ the​ market and it​ helps you​ to​ stay fresh in​ their minds. Maybe your prospect is​ an​ old client,​ a​ walk-in from your last open house,​ or​ someone who found your website through an​ Internet search. No matter who they are,​ you​ can increase your chances of​ selling to​ them if​ you​ occasionally send up-to-the-minute real estate news,​ buying or​ selling strategies,​ or​ developing trends in​ the​ market.

Fidelity Assets can set up an​ effective email marketing campaign that saves you​ time and increases leads. We can provide content for your emails and help you​ to​ expand your mailing list – automating a​ formerly laborious task that often fell by the​ wayside. We can even send out holiday and birthday greetings on​ your behalf. Learn more about our marketing service here.




You Might Also Like:




No comments:

Powered by Blogger.