At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Presen...
Overview <ul><li>Review Sessions 1, 2, & 3 </li></ul><ul><li>How we got to where we are today  </li></ul><ul><li>How to le...
Complete Online Sales Process Your website www.bostonlogic.com CRM
Search Engines
Pay Per Click Ads <ul><li>Ad Format </li></ul><ul><ul><li>Headline – 25 Characters </li></ul></ul><ul><ul><li>Line 2 – 35 ...
Black Box <ul><li>Toss money into the box and hope that business comes out on the other side. </li></ul>Leads Customers ww...
Traditional vs. Online Media <ul><li>Traditional: </li></ul><ul><li>Newspaper </li></ul><ul><li>Magazines </li></ul><ul><l...
The Math <ul><li>Conversion Rate = Leads / Visitors </li></ul><ul><li>How effective is my site? </li></ul><ul><li>Cost Per...
Evaluating Media www.bostonlogic.com $125 4 ? $500 ? ? ? 500 Direct mail $50 10 ? $500 ? ?   ? 100000 Newspaper           ...
Black Box Becomes Transparent! <ul><li>Divert your budget to the media that work! </li></ul><ul><li>Use the indicators to ...
Timeline <ul><li>Email invented ~1973 </li></ul><ul><li>Public WWW ~ 1993 </li></ul><ul><li>IM became popular ~ Mid 1990’s...
Push vs. Pull <ul><li>From the information consumer’s perspective, how does the information arrive? i.e. Did I decide to a...
Social Media <ul><li>Sociology and technology </li></ul><ul><li>Fosters Dialogue </li></ul><ul><li>Fosters relationships <...
Leveraging Social Media <ul><li>Make connections </li></ul><ul><li>Syndicate content </li></ul><ul><li>Generate website tr...
Blogs <ul><li>Why are blogs so popular? </li></ul><ul><ul><li>Highly search engine optimized </li></ul></ul><ul><ul><li>Ea...
Successful Blogs <ul><li>Post regularly </li></ul><ul><ul><li>Fresh content </li></ul></ul><ul><ul><li>Content volume </li...
Video & Rich Media <ul><li>Effects: </li></ul><ul><ul><li>User time on site increases </li></ul></ul><ul><ul><li>Highly en...
Working Together <ul><li>Client Referrals! </li></ul><ul><li>Referral traffic </li></ul><ul><li>More friends and followers...
Questions <ul><li>?   ?   ?   ? </li></ul>This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com
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Session 4 Near

  1. 1. At the intersection of Real Estate, Marketing, and Technology Presented by: David Friedman, Founder & President Web Presence Management & Optimization 4/13/09
  2. 2. Overview <ul><li>Review Sessions 1, 2, & 3 </li></ul><ul><li>How we got to where we are today </li></ul><ul><li>How to leverage social media </li></ul><ul><li>Blogging, why it’s so popular, why it works </li></ul><ul><li>The impact of video </li></ul><ul><li>Why working together is so important </li></ul><ul><li>Questions </li></ul>www.bostonlogic.com
  3. 3. Complete Online Sales Process Your website www.bostonlogic.com CRM
  4. 4. Search Engines
  5. 5. Pay Per Click Ads <ul><li>Ad Format </li></ul><ul><ul><li>Headline – 25 Characters </li></ul></ul><ul><ul><li>Line 2 – 35 Characters </li></ul></ul><ul><ul><li>Line 3 – 35 Characters </li></ul></ul><ul><ul><li>Website Address </li></ul></ul>www.bostonlogic.com
  6. 6. Black Box <ul><li>Toss money into the box and hope that business comes out on the other side. </li></ul>Leads Customers www.bostonlogic.com
  7. 7. Traditional vs. Online Media <ul><li>Traditional: </li></ul><ul><li>Newspaper </li></ul><ul><li>Magazines </li></ul><ul><li>Direct Mail </li></ul><ul><li>Radio </li></ul><ul><li>TV </li></ul><ul><li>Brochures </li></ul><ul><li>Billboards </li></ul><ul><li>Online: </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay-Per-Click </li></ul><ul><li>Banner/Tower/PPM </li></ul><ul><li>Email Marketing </li></ul><ul><li>Social Media </li></ul>www.bostonlogic.com
  8. 8. The Math <ul><li>Conversion Rate = Leads / Visitors </li></ul><ul><li>How effective is my site? </li></ul><ul><li>Cost Per Click = Ad Buy / Clicks </li></ul><ul><li>How expensive is the media? </li></ul><ul><li>CTR = Clicks / Impression </li></ul><ul><li>How effective is my ad </li></ul><ul><li>Cost Per Lead = CPC / Conversion Rate </li></ul><ul><li>How effective is the media at bringing me business? </li></ul>www.bostonlogic.com
  9. 9. 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
  10. 10. Black Box Becomes Transparent! <ul><li>Divert your budget to the media that work! </li></ul><ul><li>Use the indicators to hone your campaign </li></ul><ul><li>Achieve a superior return on your marketing dollar! </li></ul>Leads Customers www.bostonlogic.com
  11. 11. Timeline <ul><li>Email invented ~1973 </li></ul><ul><li>Public WWW ~ 1993 </li></ul><ul><li>IM became popular ~ Mid 1990’s </li></ul><ul><li>Search engines as portals ~ Late 1990’s </li></ul><ul><li>PPC patented in 2001 </li></ul><ul><li>SPAM Explosion ~ 2002 - 2004 </li></ul><ul><li>Social media explosion ~ 2002 -> </li></ul><ul><ul><li>Friendster ~ 2001 (Dead) </li></ul></ul><ul><ul><li>Linked In ~ 2002 (Still going strong) </li></ul></ul><ul><ul><li>Myspace ~ 2005/6 (Dying) </li></ul></ul><ul><ul><li>Facebook ~ 2007/8 (Still going strong) </li></ul></ul><ul><ul><li>Twitter ~ 2008/9 (Still going strong) </li></ul></ul><ul><li>Video becomes popular ~ 2004 </li></ul><ul><li>Blogging explosion ~ 2005 -> </li></ul><ul><ul><li>Wordpress downloads, 1.5MM – 2006 | 3.8MM – 2007 </li></ul></ul><ul><li>Social bookmarking ~ 2006 -> </li></ul>www.bostonlogic.com
  12. 12. Push vs. Pull <ul><li>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? </li></ul><ul><li>Email - Push </li></ul><ul><li>WWW - Pull </li></ul><ul><li>IM - Push </li></ul><ul><li>Search engines - Pull </li></ul><ul><li>Text message - Push </li></ul><ul><li>Blogging - Pull </li></ul><ul><li>Social media - Pull </li></ul><ul><li>Key: Opt - In </li></ul>www.bostonlogic.com
  13. 13. Social Media <ul><li>Sociology and technology </li></ul><ul><li>Fosters Dialogue </li></ul><ul><li>Fosters relationships </li></ul><ul><li>User generated content </li></ul><ul><li>Cheap </li></ul>www.bostonlogic.com
  14. 14. Leveraging Social Media <ul><li>Make connections </li></ul><ul><li>Syndicate content </li></ul><ul><li>Generate website traffic </li></ul><ul><li>Engage users/community </li></ul><ul><li>Position yourself as an expert </li></ul><ul><li>Improve search engine ranking </li></ul><ul><li>Result: </li></ul><ul><li>Find new customers! </li></ul>www.bostonlogic.com
  15. 15. Blogs <ul><li>Why are blogs so popular? </li></ul><ul><ul><li>Highly search engine optimized </li></ul></ul><ul><ul><li>Easy to edit and post </li></ul></ul><ul><ul><li>Cheap – Virtually Free! </li></ul></ul><ul><ul><li>Support social media very well </li></ul></ul><ul><ul><li>Content syndication (spread the gospel) </li></ul></ul><ul><ul><li>Pull, not push </li></ul></ul>www.bostonlogic.com
  16. 16. Successful Blogs <ul><li>Post regularly </li></ul><ul><ul><li>Fresh content </li></ul></ul><ul><ul><li>Content volume </li></ul></ul><ul><ul><li>Brings users back for regular visits </li></ul></ul><ul><li>Categories & Tags </li></ul><ul><ul><li>Internal links </li></ul></ul><ul><li>Comments </li></ul><ul><ul><li>Content volume </li></ul></ul><ul><li>Examine Blog pages </li></ul><ul><li>Blogging Techniques </li></ul><ul><ul><li>Be provocative </li></ul></ul><ul><ul><li>Be Timely </li></ul></ul><ul><ul><li>Start a discussion </li></ul></ul><ul><ul><li>Reply to comments </li></ul></ul><ul><ul><li>Ask questions of and survey your readers </li></ul></ul><ul><ul><li>Engage the audience </li></ul></ul><ul><ul><li>Even be controversial </li></ul></ul>www.bostonlogic.com
  17. 17. Video & Rich Media <ul><li>Effects: </li></ul><ul><ul><li>User time on site increases </li></ul></ul><ul><ul><li>Highly engaging </li></ul></ul><ul><ul><li>Communicate more, faster </li></ul></ul><ul><ul><li>Improves conversion rates </li></ul></ul><ul><li>In Real Estate: </li></ul><ul><ul><li>Virtual tours </li></ul></ul><ul><ul><li>Town information </li></ul></ul><ul><ul><li>Explanations </li></ul></ul><ul><ul><li>Blog post content </li></ul></ul><ul><li>Rich media types: </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Animation </li></ul><ul><li>PDFs </li></ul><ul><li>Diagrams </li></ul>www.bostonlogic.com
  18. 18. Working Together <ul><li>Client Referrals! </li></ul><ul><li>Referral traffic </li></ul><ul><li>More friends and followers </li></ul><ul><li>Linking </li></ul><ul><li>Better search engine ranking </li></ul><ul><li>Partners replace competitors </li></ul>www.bostonlogic.com
  19. 19. Questions <ul><li>? ? ? ? </li></ul>This presentation will be online at: RealEstateSEO1.com www.bostonlogic.com
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