At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Presence Management & Optimization 4/13/09

Overview Review Sessions 1, 2, & 3 How we got to where we are today How to leverage social media Blogging, why it’s so popular, why it works The impact of video Why working together is so important Questions www.bostonlogic.com

Review Sessions 1, 2, & 3

How we got to where we are today

How to leverage social media

Blogging, why it’s so popular, why it works

The impact of video

Why working together is so important

Questions

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

Ad Format

Headline – 25 Characters

Line 2 – 35 Characters

Line 3 – 35 Characters

Website Address

Black Box Toss money into the box and hope that business comes out on the other side. Leads Customers www.bostonlogic.com

Toss money into the box and hope that business comes out on the other side.

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 www.bostonlogic.com

Traditional:

Newspaper

Magazines

Direct Mail

Radio

TV

Brochures

Billboards

Online:

Search Engine Optimization

Pay-Per-Click

Banner/Tower/PPM

Email Marketing

Social Media

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

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?

Evaluating Media www.bostonlogic.com $125 4 ? $500 ? ? ? 500 Direct mail $50 10 ? $500 ? ? ? 100000 Newspaper $57.69 5.2 6.50% 300 $3.75 2.0% 80 4000 Website 2 $100.00 2 10% 200 $10.00 0.4% 20 5000 Website 1 $25.00 1.6 4% $40.00 $1.00 1.0% 40 4000 - Arlington Real Estate $9.09 13.2 4.40% $120.00 $0.40 10.0% 300 3000 - Somerville Homes $15.00 5 5% $75.00 $0.75 5.0% 100 2000 - Somerville Condos PPC Cost/Lead Leads Conversion Rate Cost CPC CTR Clicks Impressions Media

Black Box Becomes Transparent! Divert your budget to the media that work! Use the indicators to hone your campaign Achieve a superior return on your marketing dollar! Leads Customers www.bostonlogic.com

Divert your budget to the media that work!

Use the indicators to hone your campaign

Achieve a superior return on your marketing dollar!

Timeline Email invented ~1973 Public WWW ~ 1993 IM became popular ~ Mid 1990’s Search engines as portals ~ Late 1990’s PPC patented in 2001 SPAM Explosion ~ 2002 - 2004 Social media explosion ~ 2002 -> Friendster ~ 2001 (Dead) Linked In ~ 2002 (Still going strong) Myspace ~ 2005/6 (Dying) Facebook ~ 2007/8 (Still going strong) Twitter ~ 2008/9 (Still going strong) Video becomes popular ~ 2004 Blogging explosion ~ 2005 -> Wordpress downloads, 1.5MM – 2006 | 3.8MM – 2007 Social bookmarking ~ 2006 -> www.bostonlogic.com

Email invented ~1973

Public WWW ~ 1993

IM became popular ~ Mid 1990’s

Search engines as portals ~ Late 1990’s

PPC patented in 2001

SPAM Explosion ~ 2002 - 2004

Social media explosion ~ 2002 ->

Friendster ~ 2001 (Dead)

Linked In ~ 2002 (Still going strong)

Myspace ~ 2005/6 (Dying)

Facebook ~ 2007/8 (Still going strong)

Twitter ~ 2008/9 (Still going strong)

Video becomes popular ~ 2004

Blogging explosion ~ 2005 ->

Wordpress downloads, 1.5MM – 2006 | 3.8MM – 2007

Social bookmarking ~ 2006 ->

Push vs. Pull From the information consumer’s perspective, how does the information arrive? i.e. Did I decide to access the information or did someone else thrust it upon me? Email - Push WWW - Pull IM - Push Search engines - Pull Text message - Push Blogging - Pull Social media - Pull Key: Opt - In www.bostonlogic.com

From the information consumer’s perspective, how does the information arrive? i.e. Did I decide to access the information or did someone else thrust it upon me?

Email - Push

WWW - Pull

IM - Push

Search engines - Pull

Text message - Push

Blogging - Pull

Social media - Pull

Key: Opt - In

Social Media Sociology and technology Fosters Dialogue Fosters relationships User generated content Cheap www.bostonlogic.com

Sociology and technology

Fosters Dialogue

Fosters relationships

User generated content

Cheap

Leveraging Social Media Make connections Syndicate content Generate website traffic Engage users/community Position yourself as an expert Improve search engine ranking Result: Find new customers! www.bostonlogic.com

Make connections

Syndicate content

Generate website traffic

Engage users/community

Position yourself as an expert

Improve search engine ranking

Result:

Find new customers!

Blogs Why are blogs so popular? Highly search engine optimized Easy to edit and post Cheap – Virtually Free! Support social media very well Content syndication (spread the gospel) Pull, not push www.bostonlogic.com

Why are blogs so popular?

Highly search engine optimized

Easy to edit and post

Cheap – Virtually Free!

Support social media very well

Content syndication (spread the gospel)

Pull, not push

Successful Blogs Post regularly Fresh content Content volume Brings users back for regular visits Categories & Tags Internal links Comments Content volume Examine Blog pages Blogging Techniques Be provocative Be Timely Start a discussion Reply to comments Ask questions of and survey your readers Engage the audience Even be controversial www.bostonlogic.com

Post regularly

Fresh content

Content volume

Brings users back for regular visits

Categories & Tags

Internal links

Comments

Content volume

Examine Blog pages

Blogging Techniques

Be provocative

Be Timely

Start a discussion

Reply to comments

Ask questions of and survey your readers

Engage the audience

Even be controversial

Video & Rich Media Effects: User time on site increases Highly engaging Communicate more, faster Improves conversion rates In Real Estate: Virtual tours Town information Explanations Blog post content Rich media types: Video Audio Animation PDFs Diagrams www.bostonlogic.com

Effects:

User time on site increases

Highly engaging

Communicate more, faster

Improves conversion rates

In Real Estate:

Virtual tours

Town information

Explanations

Blog post content

Rich media types:

Video

Audio

Animation

PDFs

Diagrams

Working Together Client Referrals! Referral traffic More friends and followers Linking Better search engine ranking Partners replace competitors www.bostonlogic.com

Client Referrals!

Referral traffic

More friends and followers

Linking

Better search engine ranking

Partners replace competitors

Questions ? ? ? ? This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com

? ? ? ?