What Really Matters in Internet Real Estate Marketing

Real estate marketing has become as diverse as the clients it serves. In the last ten years as

the climate of the industry has dramatically changed, so has the technology utilized to market

listings and generate leads. Websites are now standard for most agents in their real estate

marketing strategies. With this surge of real estate based content on the internet the question

therein lies “does any of it work?”

According to an article released by the National Association of Realtors (NAR) on July 2013,

“Home Buyer and Seller Generational Trends”, 40% of all buyers found their agent through their

friend, neighbor or relative. Coming in second, only 11% of all buyers used internet web sites to

locate their agent. Specialty advertising, such as calendars and notepads came in second to

last with little to no buyers reporting that as a significant contribution to their agent decision.

For sellers, 38% found their agent through an acquaintance, 23% used their previous agent, 5%

were contacted directly by the agent through real estate lead generation and 3% used an

internet website. What these statistics seem to suggest is regardless of marketing, ultimately an

agent’s success is dependent on quality work and history. While this deduction may be

reassuring for veterans in the industry, for those still building their reputation, aggressive

internet presence and direct contact to a potential sellers or buyers are the next best things. In

this next section, increasing a website’s visibility and client contact opportunities will be

discussed.

A website’s visibility is directly tied with their rankings in search engines such as Google or Bing.

In the same report referenced earlier, the NAR reported that 93% of real estate agents used

listings on the internet to market their homes. With that number in mind, whether the agent is

attempting to sell a home or gain new sellers, advancing in page rankings should be the priority

goal when it comes to internet research.

A possibility to both increase availability and website relevance is purchasing a cheap toll free

number or local phone numbers to list on the website and in marketing tools. Toll free and local

phone numbers not only offer prospects the convenience of charge free calling, but can be used

to track calls for the purpose of marketing.

In every market, real estate agents have the opportunity to utilize dynamic and unique

marketing techniques based on their belief system and style. However in the long run, the trend

of such techniques should always lean towards the objectives of the environment. If an agent’s

market responds to social network content or mobile phone advertising, then those modes of

delivery should be flourished regardless of an agent’s personal preference. Ultimately, the

client’s inferred or expressed goals are what need to be highlighted in a marketing campaign.

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