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Session 4 Near
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At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Web Presence Management & Optimization 4/13/09
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Transcript of Session 4 Near
At the intersection of Real Estate, Marketing, and Technology
Presented by:
David Friedman,
Founder & President
Web Presence Management & Optimization
4/13/09
Overview
• Review Sessions 1, 2, & 3• How we got to where we are today • How to leverage social media • Blogging, why it’s so popular, why it works • The impact of video • Why working together is so important
• Questionswww.bostonlogic.com
Search Engines
Pay Per Click Ads
• Ad FormatHeadline – 25 Characters
Line 2 – 35 Characters
Line 3 – 35 Characters
Website Address
www.bostonlogic.com
Black Box
Toss money into the box and hope that business comes out on the other side.
Leads Customers
www.bostonlogic.com
Traditional vs. Online MediaTraditional:• Newspaper• Magazines• Direct Mail• Radio• TV• Brochures• Billboards
Online:• Search Engine
Optimization• Pay-Per-Click• Banner/Tower/PPM• Email Marketing• Social Media
www.bostonlogic.com
The Math
Conversion Rate = Leads / VisitorsHow effective is my site?
Cost Per Click = Ad Buy / ClicksHow expensive is the media?
CTR = Clicks / ImpressionHow effective is my ad
Cost Per Lead = CPC / Conversion RateHow effective is the media at bringing me business?
www.bostonlogic.com
Evaluating Media
Media Impressions Clicks CTR CPC CostConversion
Rate Leads Cost/Lead
PPC
- Somerville Condos 2000 100 5.0% $0.75 $75.00 5% 5 $15.00
- Somerville Homes 3000 300 10.0% $0.40 $120.00 4.40% 13.2 $9.09
- Arlington Real Estate 4000 40 1.0% $1.00 $40.00 4% 1.6 $25.00
Website 1 5000 20 0.4% $10.00 200 10% 2 $100.00
Website 2 4000 80 2.0% $3.75 300 6.50% 5.2 $57.69
Newspaper 100000 ? ? ? $500 ? 10 $50
Direct mail 500 ? ? ? $500 ? 4 $125
www.bostonlogic.com
Black Box Becomes Transparent!
1. Divert your budget to the media that work!
2. Use the indicators to hone your campaign
3. Achieve a superior return on your marketing dollar! Leads Customers
www.bostonlogic.com
Timeline• Email invented ~1973• Public WWW ~ 1993• IM became popular ~ Mid 1990’s• Search engines as portals ~ Late 1990’s• PPC patented in 2001• SPAM Explosion ~ 2002 - 2004• Social media explosion ~ 2002 ->
– Friendster ~ 2001 (Dead)– Linked In ~ 2002 (Still going strong) – Myspace ~ 2005/6 (Dying)– Facebook ~ 2007/8 (Still going strong) – Twitter ~ 2008/9 (Still going strong)
• Video becomes popular ~ 2004• Blogging explosion ~ 2005 ->
– Wordpress downloads, 1.5MM – 2006 | 3.8MM – 2007 • Social bookmarking ~ 2006 ->
www.bostonlogic.com
Push vs. Pull
From the information consumer’s perspective, how does the information arrive? i.e. Did I decide to access the information or did someone else thrust it upon me?
• Email - Push• WWW - Pull• IM - Push• Search engines - Pull• Text message - Push• Blogging - Pull • Social media - Pull
Key: Opt - In
www.bostonlogic.com
Social Media
• Sociology and technology
• Fosters Dialogue• Fosters relationships• User generated content• Cheap
www.bostonlogic.com
Leveraging Social Media
• Make connections• Syndicate content• Generate website traffic• Engage users/community• Position yourself as an expert• Improve search engine ranking
Result:• Find new customers!
www.bostonlogic.com
Blogs
Why are blogs so popular?1. Highly search engine optimized
2. Easy to edit and post
3. Cheap – Virtually Free!
4. Support social media very well
5. Content syndication (spread the gospel)
6. Pull, not push
www.bostonlogic.com
Successful Blogs
• Post regularly– Fresh content– Content volume– Brings users back for
regular visits
• Categories & Tags– Internal links
• Comments– Content volume
Examine Blog pages
• Blogging Techniques– Be provocative– Be Timely– Start a discussion– Reply to comments– Ask questions of and
survey your readers– Engage the audience– Even be controversial
www.bostonlogic.com
Video & Rich Media
Effects:– User time on site increases– Highly engaging– Communicate more, faster– Improves conversion rates
In Real Estate:– Virtual tours– Town information– Explanations– Blog post content
Rich media types:
• Video
• Audio
• Animation
• PDFs
• Diagrams
www.bostonlogic.com
Working Together
• Client Referrals!
• Referral traffic
• More friends and followers
• Linking
• Better search engine ranking
• Partners replace competitors
www.bostonlogic.com
Questions
? ? ? ?This presentation will be online at:
RealEstateSEO1.com
www.bostonlogic.com
