More than half of all real estate customers are turning to the Internet when buying a home. When asked where they first learned about the home they purchased, 35% identified the Internet. That is a 15% increase in one year.
The Internet is a reality that realtors can no longer ignore, and search engine marketing is integral part of it. Search has been a defining factor behind the success of the Internet. It is through search that people can find products, resources and information. Consequently, through search realtors can connect to ready and willing customers who are ready to buy real estate NOW!
Search Engines Deliver Targeted Traffic
What makes search engine marketing so powerful is the fact that your customers are taking the initiative. They are actively searching for real estate and realtors. If you can make the connection, you’ve got yourself a very qualified prospect.
Another reason realtors want to connect with individuals who are searching and researching online. Recent studies show Internet real estate buyers spend twice as much time doing research in comparison to traditional buyers. Internet buyers move more quickly once they select a realtor. With the knowledge they gained from the Net, the buyers spend significantly less time with their realtor and preview fewer homes. Does this not sound like the ideal client.
The real estate industry is on the fore front of Internet marketing. Search engine marketing is the dominant form of promotion online. There are two forms of search engine marketing.
- Search Engine Optimization - Optimizing your web site so you rank high in targeted searches like “Greensboro NC Real Estate.” Optimizing your web site for free search engine traffic from sites like Google, Yahoo and MSN takes time and requires a consistant effort, but the pay-off can be immense.
- Pay Per Click Advertising - In conjunction with search, you can advertise your web site for search terms related to your business like “Greensboro NC Real Estate.” As the term “Pay Per Click” implies, you only pay for people who click on your ads and go to your site. You only pay for results.
In future posts I will discuss these techniques in further detail. What is important is both search engine optimization and pay per click advertising are taking the marketing world by storm. They are the most cost effective means of connecting with real estate customers.
Times are changing for the real estate industry. Customers are going online. For realtors that are able and willing to adjust their marketing to their customers changing behavior, they will reap the rewards. Those realtors unwilling to evolve with the times should consider another occupation.
Fred Waters
