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Future of Online Property Marketing and How to Make the Most of It
Future of Real Estate Conference
Simon Baker
Classified Ad Ventures
www.propertyadguru.com
Online Real Estate Marketing Today
70%+ of leads come from online advertising
Online leads tend to be buyer leads rather than seller leads
Portals are getting stronger – especially for buyer leads
Google appears to be playing an increasing role
Agents passively approaching online marketing
www.propertyadguru.com
Key Trends in Online Real Estate Marketing
Portals will continue to attract the most visitors
Agents and franchises are investing more in their own sites
Strong long-tail SEO is becoming more important
Smart social media strategy will differentiate agents
Agents are creating and executing an online branding strategy
Agents are improving lead management systems and processes
www.propertyadguru.com
Key Trends in Online Real Estate Marketing
Portals will continue to attract the most visitors
Agents and franchises are investing more in their own sites
Strong long-tail SEO is becoming more important
Smart social media strategy will differentiate agents
Agents are creating and executing an online branding strategy
Agents are improving lead management systems and processes
www.propertyadguru.com
TIP # 1Ensure all listings have full
information
Street address, price and lots of photos are a must!
www.propertyadguru.com
TIP # 2Ensure all listings are real listings
Sold or leased listings really annoy consumers
www.propertyadguru.com
TIP # 3Ensure the “hero” photo is the
first photo displayed
Buyers & renters often decide on the search results page
www.propertyadguru.com
TIP # 4Use feature listings to promote
selected properties
Get more clicks by standing out from the crowd
www.propertyadguru.com
TIP # 5Don’t invest in videos or virtual
tours
You don’t need them to generate interest in a listing
www.propertyadguru.com
Key Trends in Online Real Estate Marketing
Portals will continue to attract the most visitors
Agents and franchises are investing more in their own sites
Strong long-tail SEO is becoming more important
Smart social media strategy will differentiate agents
Agents are creating and executing an online branding strategy
Agents are improving lead management systems and processes
www.propertyadguru.com
Web Site Optimised for Lead Generation
“Ask the right question & capture lead information”
Primarily drives Seller & Landlord Leads
Secondarily drives some Buyer & Renter Leads
www.propertyadguru.com
Franchise, Office and Agents Sites
SEO
SEM
Display Advertising
Social Media
Your Database
www.propertyadguru.com
TIP # 6Make sure your website is
structured properly
Four elements - blog, listings, office/local information & data
www.propertyadguru.com
TIP # 7Use forms to ensure your site
captures/creates leads
Convert visitors to your site to leads
www.propertyadguru.com
TIP # 8Build a mobile version of your
site (but not iPhone app)
Mobile internet is becoming widely used – iPhone/iPad
www.propertyadguru.com
TIP # 9Build single property websites
They help win listings, market the property and with SEO
www.propertyadguru.com
Key Trends in Online Real Estate Marketing
Portals will continue to attract the most visitors
Agents and franchises are investing more in their own sites
Strong long-tail SEO is becoming more important
Smart social media strategy will differentiate agents
Agents are creating and executing an online branding strategy
Agents are improving lead management systems and processes
www.propertyadguru.com
~30% of property searches still start on Google
Page 1 attracts 90%+ of clicks
Page 1 of common Google searches dominated by portals and franchise groups
Hard for agents to be on Page 1
www.propertyadguru.com
Franchise Results on Page 1 for 1,500 LongTail
Keywords Raine & Horne 1,073
L J Hooker 300
Elders 130
First National 114
Ray White 61
Harcourts 36
Century 21 30
Stockdale & Leggo 19
Barry Plant 7
McGrath 4
PRD Nationwide 1
Raine & Horne in Australia redesigned site for long tail keywords
For 1,500 long tail keywords, Raine & Horne now dominating competitors on page 1
Result: generating 30% more traffic to the Raine & Horne site
Source: www.smartagentsites.com
www.propertyadguru.com
Example long-tail keywords
• 3 bedroom house Bankstown 2200 New South Wales
• commercial property for lease George Street Sydney 2000
• open for inspection Queanbeyan 2620 New South Wales
• property for sale Beacon Hill Road Brookvale
• real estate agent Queenscliff NSW 2096
www.propertyadguru.com
TIP # 11Have comprehensive local
information on your site
Its great for SEO and presents office as local leader
www.propertyadguru.com
TIP # 12Have other relevant sites link to
your site for better SEO
Relevant = local sites and real estate sites
www.propertyadguru.com
Key Trends in Online Real Estate Marketing
Portals will continue to attract the most visitors
Agents and franchises are investing more in their own sites
Strong long-tail SEO is becoming more important
Smart social media strategy will differentiate agents
Agents are creating and executing an online branding strategy
Agents are improving lead management systems and processes
www.propertyadguru.com
12,358 friends on Facebook
3,524 followers on Twitter
Population of Vancouver, WA –165,000
www.propertyadguru.com
TIP # 13Integrate a blog to your site and
link to social media sites
Great for SEO and keeping the social media sites fresh
www.propertyadguru.com
TIP # 14Use facebook, twitter, linkedin
and youtube
Facebook has overtaken TradeMe– engage facebook users
www.propertyadguru.com
A blog should be integrated with your website
Built by SoBox – Social Media in a Box
www.propertyadguru.com
TIP # 15Regularly update your blog with
relevant content
Hyper-local and evergreen content to stand out & SEO
www.propertyadguru.com
TIP # 16Actively manage your social
networks
Reach out and make friends –they wont come to you
www.propertyadguru.com
Key Trends in Online Real Estate Marketing
Portals will continue to attract the most visitors
Agents and franchises are investing more in their own sites
Strong long-tail SEO is becoming more important
Smart social media strategy will differentiate agents
Agents are creating and executing an online branding strategy
Agents are improving lead management systems and processes
www.propertyadguru.com
TIP # 17Buy AdWords on Google (and
Yahoo, Bing and Facebook)
Drives traffic at low cost but you need a budget
www.propertyadguru.com
TIP # 18Swap banner advertising with
local sites to drive traffic
People do click on banner ads & it is good for branding
www.propertyadguru.com
TIP # 19Ensure ALL advertising has your
web address on it
Makes it easy for people to find you
www.propertyadguru.com
Key Trends in Online Real Estate Marketing
Portals will continue to attract the most visitors
Agents and franchises are investing more in their own sites
Strong long-tail SEO is becoming more important
Smart social media strategy will differentiate agents
Agents are creating and executing an online branding strategy
Agents improving lead management systems and processes
www.propertyadguru.com
TIP # 20Collect email addresses at open
homes
Most agents just collect phone numbers
www.propertyadguru.com
TIP # 21Almost all buyers are potential
sellers
Generate leads by asking buyers if they are selling
www.propertyadguru.com
TIP # 22Ensure ALL leads are stored in
one central database
This is your cheapest source of future traffic
www.propertyadguru.com
TIP # 23Put processes in place to ensure
database is current
No use sending emails to people that don’t want them
www.propertyadguru.com
TIP # 24Create processes to manage
leads effectively
Quick qualification, response and turn around is essential
www.propertyadguru.com
TIP # 25Don’t put it all off until
tomorrow
There are no silver bullets – it takes times – start today
www.propertyadguru.com
TIP # 26Reach out for help – make sure they know what they are doing