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

Questions

www.bostonlogic.com

Complete Online Sales Process Your website www.bostonlogic.com CRM

Search Engines

Pay Per Click Ads

Ad Format

Headline – 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 links

www.bostonlogic.com Page 1: Worcester Real Estate Page 3: Worcester Real Estate Page 2: Worcester Real Estate

Traditional vs. Online Media

Traditional:

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 / Visitors

How effective is my site?

Cost Per Click = Ad Buy / Clicks

How expensive is the media?

CTR = Clicks / Impression

How effective is my ad

Cost Per Lead = CPC / Conversion Rate

How effective is the media at bringing me business?

www.bostonlogic.com

Evaluating Media Media Impressions Clicks CTR CPC Cost Conversion 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!