Session 3 Near

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



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