At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Web Presence Management & Optimization 3/16/09
At the intersection of Real Estate, Marketing, and Technology
Presented by:
David Friedman,
Founder & President
Web Presence Management & Optimization
3/16/09
Overview
• Review Sessions 1 & 2• Media types• Black box of traditional media• Understanding ROI • Conversions • Transparency • How to know which media is working and which is
working better • Budget allocation
• Questionswww.bostonlogic.com
Complete OnlineSales Process
Your website
CRM
www.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
PPC Management
Split Testing• Run two ads for the
same term• Keep the ad with the
better click through rate.
• Great way to test advertizing copy
Budget Allocation• Adjust bids to achieve
better cost/lead• Remember, placement
isn’t everything.
• Allocate budget for terms that give the best results.
www.bostonlogic.com
Continue to maintain the user experience on the landing page
Page Code and Content
<Head> (Mostly Invisible)
– Title Tag– Description Tag– Keyword Tag (Less important)
<Body> – <H1> Headline Tag– <H2> Sub-headline– Paragraph Text
• Bold• Underlined
– Links– Link Text
Voting/Counting• Keyword density• Keyword Prominence
www.bostonlogic.com
Linking
• Internal Link Structure– Links between pages on
your website– Pyramid, tell the search
engines where to do
• Inbound links– Links from other websites
to your site– Link Popularity– Relevancy, you don’t want
just any linkswww.bostonlogic.com
Page 1: Worcester Real Estate
Page 3: Worcester Real Estate
Page 2: Worcester Real Estate
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
Black Box
Toss money into the box and hope that business comes out on the other side.
Leads Customers
A revolution in marketing
Traditionally: Pay up front for media• Newspaper ad• Radio time• Post Cards• PPM
Online media:• PPC: Only Pay for the effective media• SEO: Free medium• eMail marketing: Cost/user is Virtually $0• Social Media: Free Medium• Low production costs
Marketing Expenses: Production $$$ + Media $$$Capital Expenditures + Operating Expenses
Impressions and Conversion
• Traditional Media, what do we know?
– Impressions = The number of people who see an ad…Sometimes.
• Newspaper Circulation• Radio Listeners• Pieces of direct mail
Sometimes we know:– Conversions = The number of people who contact
me as a result of seeing my ad
Online Media:– I know exactly how many impressions I had– I know exactly how many click-throughs my site
received– I know exactly how many users converted into leads
Results accountability: Online media make the black box transparent.
Impressions and Conversion
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
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
Questions
? ? ? ?This presentation will be online at:
RealEstateSEO1.com
www.bostonlogic.com