You and Your Listings Online - How to Beat the Big Dogs for Local Traffic
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Transcript of You and Your Listings Online - How to Beat the Big Dogs for Local Traffic
Beating the Big Dogs
Online –
You and Your Listings
on the Web
While ListHub, Zillow, and Trulia battle it out, what changes should you make in your strategy to best serve your brand, your listings and to dominate your local market?
In this hour, we’ll examine steps you can take to win more local traffic to get more listings, keep your sellers happy, generate more leads, and stand out in your local market.
Spring has
SPRUNG.
• Buyers and sellers are starting their search NOW.
• They shop and research for weeks before contacting an agent – but 7 out of 10 work with the first agent they contact.
(National Association of REALTORS 2014 Profile of Home Buyers and Sellers)
• How are you gaining top-of-mind awareness so that when they search online or pick up the phone, they call YOU?
Why am I online?
Generate buyer leads
Generate seller leads
Promote your brand
Keep your sellers happy?
Drive traffic to your site?
Recruit and retain agents?
How are your getting
traffic to your website?
• SEO (Search Engine Optimization) – Google
your keywords
• SEM (Search Engine Marketing) – Pay Google
to show up
• Links – In everything you send
• Advertise online (social media, banner ads)
• Advertise your website offline - locally.
Can you win a Google War?
• Zillow, Trulia & Realtor.com pour millions of
dollars into SEM and hire the top SEO experts.
Can you win a Google War?
Your goal is to drive the consumer to a
“branded search.”
• Searches for
– your company name,
– your own name.
Challenge #2
• Where do I place my web address, name and
company name to reach local home buyers and
sellers?
Think
LOCAL
• Look for opportunities to connect with them on the real streets of your real town.
– The lines between our real and digital worlds have blurred.
– Consumers use every available media and information source available – moving from offline to web and mobile – naturally, seamlessly.
Look for ways to . . .
• Reach your prospects in their real world
• Introduce them to your personal brand
• And invite them into your digital world.
Think LOCAL
Opportunities
• Look for offline opportunities
– Local print magazines
– Targeted direct mail
– Yard signs
– Brochures
– Anyplace your prospects eat, work, live, shop & play
Print Book, Ditched Five Years Ago, Helps Drive Web SalesBy SUZANNE KAPNER, WALL STREET JOURNAL Jan. 19, 2015
A half-decade after killing off its hefty catalog to focus on the Web, J.C. Penney Co. is bringing it back, armed with data showing that many of its online sales came from shoppers inspired by what they saw in print.
The new, 120-page book will feature items from Penney’s home department and will be sent to select customers in March, the first time the struggling department-store chain has sent out a catalog since 2010.
The move highlights an oddity of the digital age. While shoppers are increasingly buying everything from shoes to sofas to cars over the Internet, they still like browsing through the decidedly low-tech artifacts of page and ink.
Locally Distributed
Magazines
• Active, Interruptive
• Thousands of copies distributed locally
• Hundreds of distribution locations
• Over 85% pickup
• Consumers keep them
• Multiple lead generation opportunities
• Phone calls
• Emails
• Web visits
• Text leads
• Great branding
• Get your name, your company name, your
web address – into the hands of your
prospect.
• SELLERS LOVE THEM.
Your own magazine
• Completely branded to you
• Targeted street distribution in just
the areas on which you focus.
• Great lead generator
• Great listing tool
• Brokers –
• Great Recruiting and Retention Tool
Added Benefit - Your brand stands out.
Locally
The 5 Most Important Traits Home Buyers and
Sellers Want in a Real Estate Agent.
1. The agent is honest and trustworthy.
2. The agent has a good reputation.
3. I feel that I know the agent.
4. The agent knows the neighborhood.
5. The agent has a caring personality.
Your own magazine
• Completely branded to you
• Targeted street distribution in just
the areas on which you focus.
• Great lead generator
• Great listing tool
• Brokers –
• Great Recruiting and Retention Tool
BUILD
YOUR BRAND
LOCALLY.
Direct Mail• Direct mail offers you an opportunity to STAND
OUT.
• And, target, target, target.
• Send targeted mailings regularly.
Advertising in local real estate magazine
Exposure on top-rated real estate website
Mobile Business Card
Vanity Text Code
Mobile Lead Gen
Text-for-info
QR Codes
Mobile Website w/ IDX and App
Desktop Website / w IDX
Tablet Website w/IDX and App
Custom Single Property Websites
One-click Printable PDF Property Flyer
Exportable contact and lead database
Tracking and Reporting
All branded to YOU!
Call your local
Real Estate Book Representative
for More Information.
Go to Store.RealEstateBook.com to find your local rep.
Learn more at
MediaKit.RealEstateBook.com
Call your local
Real Estate Book Representative
for More Information.
Email: