If I may oversimplify things, there are three parts to succeeding online:

1. An effective web marketing strategy to consistently generate leads.
2. A dynamic website designed to funnel these leads into and, most importantly, retain them.
3. A committed "NETrepreneur" willing to execute these strategies on a regular basis.

The advice I've read on this board discusses primarily how to market a website. My approach is based on the understanding that people are searching for inventory online - not agents. Consider taking your existing listings, include a description of them in an SEO (search engine optimized) format and register them in the top RE-oriented search engines and directories. Millions of people each month are visiting these sites looking for property that fit their specific criteria. The "real work" involves your commitment to re-submit to each of these locations regularly. What if you do not have any listings? My recommendation for those who don't (as well as those who do) is to work out an arrangement with your company to promote their listings or partner with another broker(s) to market their listings. The more inventory you have, the better.

By anchoring your listings in each of these search engines and directories, you are placing yourself in a situation to generate leads. At this point, your prospects must be directed to a website that immediately caters to their needs. Content is key, and up-to-date content is best! Whether a prospect is searching for specific property detail, community information, school data, or even weather reports, all of it must be made available within the confines of your online environment. Any links provided in your site that leads a prospect out of it exponentially increases the likelihood he/she will never return. Including more advanced features such as an email notification system that sends a prospect new listings automatically would be greatly beneficial to your business. Remember, the focus of your website design should be customer retention.

Online success is a very involved process. It's quite do-able on your own, but there is a tremendous amount of additional effort needed on your part. If time is not a luxury, I highly recommend you find someone or a company that can address your entire online marketing initiatives, leaving you to focus on what you do best.

I hope this helps.

Rod
858-362-6132 (direct)

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"He who has begun is half done." - Horace

Hi Rod,
You are right about the fact that it is alot of work for sure. While the techniques you described may produce some leads, for real success and return on investment /effort over the long haul, an effective marketing campaign is crucial. Part of the problem that causes people to be frustrated and give up is the all too common "build it and they should come" mentality. This is not all the fault of the agents. Many made substantial investments in the early days for poor sites that produced no results and are therefore convinced that the internet is a waste of time and money. I could go on all day but for now, I'd like to share with you what has been very successful for our clients. Before any new marketing or advertising, (2 very different things) is undertaken to implement new programs. One must first do a complete analysis of the companies overall marketing/advertising activities and evaluate the effectiveness of each on a cost per lead closed basis. After all, these are the most important ones...LOL Only after this is undertaken with a complete realistic annual budget, can truly effect long term changes occur in ones business. Brokers and agents are extremely busy people and what we have found, almost without exception, is that over time, there tends to be layers and layers of "stuff" being done in hopes of bringing in leads. When leads are slow, new "stuff" is thrown against the wall and fingers are crossed...and so on. Creating effective marketing that establishes ones business as the ones that clients seek out to do business with is the ultimate goal of effective marketing. After all, if clients are shopping by seeking a property first and getting the realtor by default, (which is exactly what has happened over the years), it says to me that the potential clients in that market do not perceive a clear leader or difference in any realtors in their market. Such a market is ripe for the taking for the right company with a solid strategy. IMHO of course

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Rich
vtws.com

[This message has been edited by Rich@vtws (edited 11-20-2003).]

Best way to start is to take the e-PRO course offered thru NAR and some states offer credit for continuing ED. Sign up at www.epro/nar.com

Best way to learn and start the New Year is to sign up for the e-PRO course offered through NAR! Some states give credit for continuing ED! http://www.epronar.com


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Good Post,
I've never taken the NAR epro course but many of our over 70 agent/broker clients have and have given up and turned to us. From what they have told me, it appears that they give alot of good information but the technical knowledge and amount of work actually involved is beyond what most are willing to invest. I imagine if one were starting out with a site that was ranked well in the major engines they would have been more successful but then again that can change in the blink of an eye putting you back in the start over mode. There's no easy answer for sure. The future of real estate exists on the web and those who embrace and invest are reaping the rewards. Those that continue to try throwing one or 2 things against the wall in hopes of something sticking are continually frustrated and moe likely to share their experiences than the successful ones. That's just human nature in my humble opinion

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Rich
vtws.com

[This message has been edited by Rich@vtws (edited 12-29-2003).]

[This message has been edited by Rich@vtws (edited 12-29-2003).]

These are all brilliant suggestions and ideas however at the end of the day you are all missing the critical point...real estate people ARE NOT techies nor should they be.
Think about it kids, when your car needs repair you take it to a mechanic, if you need a cell phone you go to the store and buy one, not you build your own, if your tooth aches you go to a dentist not remove it yourself.
It all comes down to highest and best use of your time. As a realtor you get paid for selling/listing houses NOT web placement. Therefore focus your strengths on revenue producing activities and pay someone to do this other stuff for you – it’s called delegation of duties and tasks.
Their job is to know about and be accountable for web placement, search engines, design etc. Your job is to be in front if as many warm blooded buyers/sellers as you possibly can.
The problem with most realtors is that they feel that they have to do everything. This philosophy is a sad testament to why 10% are doing 90% of the business


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LivingInOrangeville.com

C-CREC, ABR, RECS

Hi Michael,
I couldn't agree more believe me. I always try to take a soft approach when answering such questions. We've found that the most successful clients we have have all tried the do it yourself approach prior to contacting us and are much more receptive and willing to invest in their success. Also, being in the business we're in, I didn't want to be seen as using the board to solicite business. Thanks for saying what I was reluctant to.

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Rich
vtws.com

I have to agree with your point about Realtors being better off selling real estate than fussing with their web site - I wrote about that subject in September 1999 in an article titled "Get off the computer and back to work!" - available by clicking here if anyone is interested.

Unfortunately, a lot of agents can't add the numbers judging by the tens of thousands of template sites out there - 99% of which can't be found on the first few pages of search engine results for any keywords worth placing for.

You can always tell when a company produces a search-engine-unfriendly line of websites because they like to downplay the importance of being found in search engines and promote other less effective means of promotion - which may be fine but should be used in addition to and not in place of good search engine placement.

Hey Mike,
I replied to your email, which I believe Doug was kind enough to forward to me but haven't heard back ?

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Rich
Advetising, Marketing & Virtual Tours

Hello all. I recently ran across this board and found this thread particularly interesting.

I'm new to the neighborhood so let me start by introducing myself. My name is Don Hill. I'm a Satellite Systems Engineer for a company in the Chicago area. My wife lost her job in 2002 and decided, after a lengthy job search, to pursue real estate. I think it's pretty safe to say real estate and marketing are totally foreign to me. To make a really long story a little shorter, I've been sucked in big time just trying to help her out.

In the spirit of things, I decided to create a web site for her to use as a marketing tool. It's a low budget, entry level web site. I've never created one before so I'm learning on the fly. My objective with the site was not to generate large amounts of traffic, I'm just hoping to add it to her bag of marketing tools. If during a listing interview she is able to use it to convey that she is a serious, dedicated, full time agent and it helps to get that listing, it's done its job. If she actually gets a lead and a sale from the site, that's just icing on the cake. Frankly, there are just too many sites for me to compete with on a small budget.

I also agree that site maintenance is too time consuming for most agents to worry about. That's how I got stuck with it .

I also use her web site to help distribute her monthly newsletter -- along with a monthly email notifying folks of the updates.

I apologize for the extremely long post and hope you guys don't mind me hangin' around.

P.S. I'm always open to constructive criticism.

Thanks,

Sorry. My signature didn't post in my previous post.

Thanks,
Don Hill
Jack-of-all-trades www.jenhillhomes.com

Hi Folks:

These are all very valid points, in regards to both SEO and the use of effective marketing and advertising independant of the Internet and Search Engine reults.

Search Engine Optimization is, in my opinion, more art than science and, even the best (aka "most expensive" )SEO experts are guessing as to the most effective methods to optimize for the major search engines...the reason being that the specific algorithms they use are closely guarded and ever shifting (just look at the latest "Google dance" that is shaking up PR placements)

At the risk of tooting my own horn I offer some advice on the subject in my article \"Make your site sell\"

There is also a utility at the site for sending actuated buyer and seller leads from our proprietary database straight to the Real Estate Agent or Investors website and/or business. In many ways similar to existing lead generation services, our portal offers an interesting twist on the theme by providing not only the means to receive free, highly targeted referrals, but a means to profit in the process, apart from the profit of resulting real estate transactions.

The site was recently launched and is constantly being tweaked using the "art" of SEO and a collection of marketing and advertising strategies.

SmartMarketer said:

What would you consider the top RE-oriented search engines to be, and how often is too often (or how soon is too soon),in your opinion, to re-submit to search engines before they mark you as a spammer and penalize you?

Thanks.

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~neodemes~
Neodemesne: Your Real Estate Portal
Where Sellers, Buyers and Real Estate Investors Come Together!

[This message has been edited by neodemes (edited 05-28-2004).]

A question and a comment. First, by RE-oriented search engines, who are they? I assume most people use Google for their seach engine.

Secondly, while I agree in principle that most people are looking for inventory, I have argued all along that RE sales associates should never put their inventory on-line. Why? Because there's too much information on the net already that consumers can find. If they can find inventory on-line then why do they need to talk to you? Think of it another way, if agents kept their inventory off-line, then consumers would be compelled to pick up the phone and call you, walk in to your office and speak/meet with you, in order to find out what properties are available. Further, agents pay a hefty chunck of change to use their local MLS on a yearly basis, but I see so many of them give the keys away to the castle to consumers by giving them unfettered access to their MLS inventory via IDX or some other web delivery system

You really should set your website up to market yourself and your services, and not provide inventory.

Casey http://realtor.wilkc.com

Florida Associate:

Why are they going to call you instead of one of your competitors? The Internet is the future of communications - end of story. Every year it becomes a more integral part of our lives. People are busy. I don't have time to make phone calls to strangers. I'll browse online for houses until I have found what I am looking for. When I am ready, I will call the realtor who's site saved me the most time by providing me with good and accessible information.

I would like to know if a agent like myself who has too produce leads, wouldn't be better off focusing on marketing my #800 number rather than a website?

That is getting off the topic of the thread though, because for a agent who wants net presence or bust, they have to search and test their options. Being that there are so many of them- some good but a good portion are a waste, I am "bailing" on my website (www.billingsonlinehomes.com)

Montanaland,
It really isn't an "either or" thing - you should probably do both. The thing is that you need a website that will become successful with little or no work on your part - not a do-it-yourselfer like you have now.

Your current site doesn't even have a Title tag - or anything else for that matter that is required to rank well in search engines. To be successful you need to consider a proven successful package - not a do-it-yourself, time consuming, hit-and-miss lifetime project

I appreciate your take on my website. I agree it is a build-it-yourself model. I really like link u realty's product, but I have seen some of their clients divulge=wrong word [how about "Engulf"] tons of time and money into thier "template". At 30$ a month, with no results- I can't see the use for that website in my sparsely of a populated area. The one firm that does manually drive traffic to their site uses a successwebsite which is a proven website package. Again, I will take your advice and cancel that do-it-yourself nightmare... Thanks

P.S. Do you by chance have any suggestions for a quality website?

Doug is a webmaster and does quality work including SEO on real estate websites.

On an unrelated note the word for the day is "divulge" at:
http://dictionary.reference.com/search?q=divulge

Quote:
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I can't see the use for that website in my sparsely of a populated area
*****************

I am looking for property in Montana. If I could browse yours on the Net, you may end up with a new lead. I browsed the realtors sites in Philipsburg for quite some time. A few months ago I followed up with one of them and requested a packet of info in the mail. The Philipsburg sites may not be pretty to look at, but they do provide info and decent pics of the properties out there. It really doesn't take much.

Hi TechMonkey-

Philipsburg is on the this side (eastern) side of Missoula off the I-95 interstate. -I think As for my website I was going to have a IDX link for my MLS only, but we do set people up with auto-notification from are Interrealty mls site.

If you would like- I could make a call for you and try to get you set up with aout-search from a realtor up there, or you could too. Let me know. Thanks DM

There was a great quote by Michael Russer, aka Mr. Internet who is a fantastic RE coach. He explained, when you do your own website, marketing, search engine optimization, etc. "you're paying top dollar for amateur results."

If you're spending an hour trying to design a website without the knowledge and tricks of the trade when you could be out selling a property....the numbers just don't add up.

Also, someone asked how often you should re-submit your website to the search engines before you get in trouble for 'spamming.'

You don't have to submit your site at all as long as one other website in the search engine index links to your site. In other words, if an established site links to yours - you don't have to submit. I've designed a handful of brand new sites and I didn't submit any of them to Google, but they're all indexed and climbing in rank.

An agent should feel comfortable about hiring a fellow entrepreneur to help grow their business. A good designer/SEO expert and build it and get it seen, then you could hire a Virtual Assistant to help you develop systems for capturing leads and working them, you then are so busy you need more help to manage listings and transactions....voila!

It does happen...a client that came to me last year at his wits end and discouraged is now about to hire me full time because he is so overwhelmed with work and referrals from other agents.

Outsource, delegate! It's a good thing for everyone.

I'm all for paying someone to do a better job than I can do myself, but being a new agent I only have so much money in the bank so I did many of my own websites and printing and such.

I'm sure a professional butler, live-in maid and gardner could do house chores for my wife and I better than we ever could...but we have smarter ways to spend our money right now.

(P.S. Montana, I believe the word you're looking for is "expend.")

Just seeing how the other half lives. the market of SEO for real estate is growing and has huge potential from the geeks point of view. So many markets featuring unique keywords for such a big ticket item that is constantly turning over. We just started a new project for Rent to own charlotte keyword at NCown.com. we created an arrangement for every lead generated and have only been live for about 3 weeks. We have produced about 112 buyer leads for this client to date and it appears about 9-12 will likely work out. We have devised a per lead received model and a per lead successfully used model and worked with both so far. We are on page 1 of all search engines for Rent to own Charlotte, and we are on page #1 for "rent to own" on Yahoo and MSN beta and that is out of 14 Million and 26 Million pages. We have over 400 top 5 listings in the first month. There is no secret weapon, but it takes time and energy, clean page design with all the important elements that each engine is looking for. We work text density to the right percentage, and have generated thousands of incoming links to raise the sites ranking strength through exchanges with realtors. We submit to directories for a few hours every day. Again it is good on page content, type, and off-page linking and building of apparent importance.

There are many rumors of Realtor market being treated in a unique fashion by SE's as they present a coopertive link exchanging pattern or sorts. It is indeed a difficult market when speaking of google the major player.

If you choose to go it alone

Choose your target phrase with every page you add to your site. No page should go live without an intended phrase in mind.

make sure that phrase is in the title tag and in the Heading 1 tag everytime, also I would include it in some form in the heading 2 tags throughout.

Make sure the target phrase falls into your image alt tags and image ID's. Add a < !--- comment before each major page section with the keyword inside of the comments as well.--->

STORE YOU SCRIPTS in a seperate file to keep the page size down and uncluttered. Your fancy mouseover effects will be a "tree in the forest" if the huge code it requires ruins your page ranking.

USE CSS and not tables if you have a choice.

Use alot of body content

Make sure the keyword you are targeting falls with a significant occurance percentage as compared to others. There is rumor of a magic percentage...but that dont fly with us. The key is to seperate the phrase from the page. If you have 3% 5% or 10% just make sure the next most frquent occuring term is significantly lower. If you are not sure about this...Id be happy to run your page through our software here and let you know where your page stands, just takes a second.

As far as this keyord per page concept above, a keyword is like our own Lease to own charlotte , and not a keyword like "HOMES".
If you are not sure what your market searches you can see the OVERTURE search tool here.

inventory.overture.com/d/searchinventory/suggestion/


Links from everywhere relevent - NUMERO UNO

if all ths fails, or you have a market term you would like to go after drop us a line. We do SEO work for sporting and ticket markets, and have moved into realty related markets for the obvious big ticket turn-over. Drop us a question anytime.
Mike@ - NOT THIS - hoptoo.com or
Mike@ - NOT THIS - NCown.com

we are going to test run into 4 to 5 new markets this month with hopes of a 2-3 month development time for each to get steady positioning. Either way happy to field any emails.

My approach and my focus in online marketing is based on your understanding of people searching for listings online; hardly ever agents. I believe that is absolutely correct; buyers and sellers hardly ever go online to find an agent, they go online to look for houses to buy (and sell).

The first thing people have to do in order to do business with you on the www is to find you.

I believe most find you through looking via a search engine and a small percentage via a direct URL, i.e. seeing your website in a print ad or sign rider and typing the URL into their address bar.

I use a combination of a search engine optimization specialist who has been doing my Website for several years now and some pay per click on Overture and Google.

My search engine guy is Ed Robisheaux and he has been doing a great job for me over 5 years now.
http://www.erpositioning.com/

Once you get em there you have to first deliver what they're looking for to keep em there and second deliver enough useful information to them to cause them to come back.

Starting from this premise I make our entire Multiple Listing Service (MLS) inventory available via my Association's IDX solution.

Next I first guessed, and then started asking customers and clients that contacted me online what they were looking for, what they needed, and what caused them to contact me to help with their real estate needs.

I built, and still tweak my website to deliver what customers and clients said attracted them to start with and caused them to contact me.

Listings are all important and if you can't deliver at least a significant number of current, active listings in your area you may attract potential clients but I don't think you'll retain very many nor get them back for other visits.

Next schools are a big deal for potential buyers, especially the out of town ones, so I have both a link to our local school systems and a link to a school reporting service where people can go to compare schools in terms of test scores, school activities, etc.

Lots of people are also looking for a job for either them, their spouse, or both so I have some links to area employment sites.

I believe my site also attracts sellers so I have a free newsletter that delivers the most recent sales in their area every other month. There are also lots of selling tips and an offer for a free CMA to attract potential sellers as listings.

I have a FSBO link where when I contact FSBOs as potential listings I can offer to put them on my site as a free service which causes them to see me as the "good guy Realtor" when they get ready to list and about 80% of FSBOs end up listing. This link is also a good 'door' opener' when I call on a FSBO to try and list them.

I have some "FREE STUFF" (recent sales in your area, school reports, CMA, etc.) which all involves giving me your contact information to get.

There are links to area restaurants, things to do in my city and the general area.

A link to a weather site so you'll know what sort of clothes to bring if you come for a visit; out of town buyers like this.

A short history of my town with some tidbits lots of people don't know, i.e. Knoxville was named after Henry Knox, George Washington's first Secretary of War, Knoxville was established as a city in 1791, etc., etc.

There a section titled "Moving In" that has information about where to go to get your utilities connected, register to vote, driver's license, and housekeeping stuff like that.

I've been running my website in it's current form for about 10 years now and it has brought me literally tons of business and is my primary method of prospecting for buyers and sellers.

I designed the basic layout and my webmaster and I continually tweak it to keep up updated and to deliver what I believe people work. However I have a webmaster who gets paid to do the nuts and bolts work; I stick to my primary job, listing and selling real estate.

My webmaster, Teresa Testerman, is a former Realtor who does primarily real estate sites. You can see some examples of her work at http://www.pegasusweb.com/

There are good template sites available and I think they do an OK job but all the pretty successful and Internet savvy Realtors I have talked to or heard about agree the very best lead and business generating tool is your own, custom designed website with only you as the Realtor and one that delivers what buyers and sellers of real estate want.

Someone early also mentioned the e-PRO course sponsored by NAR.

I was a beta tester for the original e-PRO course along with 499 other Realtors ;-) and actually took the course as it was being built. The first company overextended themselves financially and went bankrupt as we were finishing leaving the course and the concept adrift for a few months.

Later that year NAR contracted with Saul Klein and his Internet Crusade group to rebuild, revamp, and administer the second e-PRO course which I also took.

I found both to be pretty basic since I had been online in real estate for quite a few years (since 1992, ancient history in www time ;-)) but leaned some valuable lessons from both.

If you're serious about selling real estate online I believe the course would be worthwhile for you no matter what your experience or expertise level.

http://www.epronar.com/