Advanced
Internet Marketing
Tony Floyd/ John Henager
Consumer Website Drivers
• 100 Million Consumers Online Annually For Real Estate
– 50 million will not buy for 2 years, 20 million will buy within 1 year
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Real estate was the #1 search category on Google in 2006.
“Homes For Sale” produces over 74 million results on Google.
108 million websites – 6% (6.5 million) are Real Estate
CAR study - Consumers use the internet for:
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75% to identify a specific home they want the agent to show them
66% to get financing info
62% to get neighborhood info
45% to find a real estate firm
• Consumers prefer email 2 to 1 over the phone
• 23% want an “instant response” and 21% within 30 minutes.
Specialize, Specialize
Specialize In Information That Is Not Generally Available!
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Consumers expect agents to know the details and be experts in their market. Market
generalists with experience are certainly valuable – but not as valuable as market
specialists. As more and more information becomes available directly to consumers,
your specialized skills and knowledge will be the difference. Develop it and MARKET
THE VALUE to your clients!
• It is OK to specialize in several things. May have several different websites.
You Are Interested In Community A – A Golf Community In North Atlanta
Which Agent Would Interest You More?
?
?
?
?
Specializing In Real Estate
Specializing In Atlanta Real Estate
Specializing In Golf Communities In North Atlanta
I Am A “Neighborhood Expert” Specializing In Community A
Selling Your Value
1. Identify the business value driver
2. Describe your unique value
Agent B
3. Include a “call to action”
Did You Know? “A specialist in real estate
negotiations can save or make clients
thousands of dollars and far more than
offset the cost of real estate commissions.”
Agent A
Zillion Dollar Club, King of the
Planet Award, ….
GRI, CRES, ePro, ABC, 123
Member NAR, GAR, Atlanta Board
Certified Skills Negotiator
Fine Home Specialist
Seth Weissman, noted Real Estate attorney,
GAR Counsel and author
I am a Certified Real Estate Negotiator with
over 20 years of experience delivering an
incremental 10-20% higher return on
investment to my clients.
Please contact me at 404-555-1212 or
[email protected] to schedule a
confidential assessment.
Agent Website Content
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Community Listings Button (include PGR + IDX)
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Local Community Information
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Community Home Valuations (Cyberhome, etc.)
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Targeted Newsletters/ Community Report/ Blog
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Links To Valuable Sites (Buttons/ Call To Action):
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US Census – Quick Facts for Georgia Counties/ Cities:
http://quickfacts.census.gov/qfd/states/13/13135.html
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Georgia School Report – 2007 Report Card For Parents:
http://www.gppf.org/default.asp?pt=doc&doc=reportcard
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Great Schools
http://www.greatschools.net
Play Where Can You Win?
Agents Cannot Win
• Real estate, Homes for sale
• Atlanta real estate
• New homes, Luxury homes
• In-town condos
• Very competitive areas
(Manhattan)
Agents Might Win
• Cities or some counties
• Moderately competitive areas
• Moderately competitive
specializations or niches
(North Atlanta Golf
Communities, Mid-town
Condos)
Agents Can Win
• Specific communities
• Less competitive areas
• Less competitive niches
(Brookstone, Ansley Park,
Horse Farms, Hunting
Preserves, Older Homes,
Downtown Lofts, …….
Prudential Georgia Realty SEO Strategy
1.
Leverage National Partners For Major Key Words (Real Estate, Homes for Sale)
2.
Target Regional/ Local Key Words (Atlanta Real Estate, Georgia Real Estate)
3.
Pull Thru Agent Sites - Communities, Counties and Generic Markets (Buckhead
Real Estate, Fulton County Homes, Atlanta Luxury Homes, Atlanta Foreclosures)
4.
Partner With Agents For Specific Niches
How Search Works
Pay Per Click
60-80% Clicks
Organic Search
Pay
Per
Click
Search Engine Optimization
1. On The Page Content
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5-7 key words per page
Meta tags
Text versus images
Name images
2. Link Building
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Links Back From Valuable Websites
The link itself
Press Releases/ Blogs/ E-Newsletters with hyperlinked key words
3. Attend PGR SEO Class For Details
What Should Agents Do?
Option 1: Advanced Web Marketing - Search Engine
Optimization/ Pay Per Click Advertising
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Pick Niche Markets and Key Words That You Can Win
Option 2: Leverage Your Company Website with Links To
Your Listings and Agent Site
Everyone Should Leverage Targeted Marketing
Campaigns That Drive Consumers To Your Website
Property Info Via Search Tools
• Search By City, County, Schools, Community/ Neighborhood
• Search By Specialized Markets – Luxury, New Homes,
Second Homes, Foreclosures, Condos and more…
• Consumers Want Lots of Info
– Pictures, VTs, etc.
– Community, Demographic Info
– Home Valuation
• Robust mapping such as Google maps are preferred. The
“birds eye” view from Microsoft Virtual Earth is preferred
when actually viewing the home itself.
Google Maps
Microsoft Virtual Earth
Local Market Data
Services - OnBoard
Customized Agent Reports
Community, Schools, Amenities
Property Value Data
Onboard
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2.
3.
4.
Pru-NW PIP
Realtor – The Best!
Tax Data + MLS + Title
Tax Data + MLS
Tax Data Only
 “Call To Action” To
Connect Realtor For
Details
Local Realtor Must Add More Value
Than Data Available On The Internet!
Cyberhomes
• Cyberhomes will be
integrated into
PrudentialGA.com
• There will be a
landing page that
describes property
valuation options
and provides links to
Cyberhomes + a link
to connect to an
agent for the most
accurate home
valuation!
Zillow
Top Producer
Realtor.com Video
Consumer Drivers For Websites
Summary:
1. Market To Targeted Segments You Can Win!
2. Sell Your Unique Value Versus Lower Service
Models and Generalists!
3. Specialize In Information Not Generally Available
On The Web – Build Skills For The Future!