The most important criteria when selecting a developer company are: 94% reliability, 93% promptness and 90% warranty details. Check out http://www.ideoagency.com/ why it's so important.

1. Wojciech Szymański
Real Estate on the Internet
Brand Reputation Management in Search Engines as well as
Promotion in Internet Search for Real Estate Offices

2. www.ideo.pl
Brand Reputation Management in Search Engines
Prosumer = professional consumer
Prosumer is more than a consumer. It is a person
who has extensive knowledge of the products and
services of a favorite brand and shares this knowledge
with others.
Prosumer is an active consumer who is not just a
passive recipient of advertising materials

3. www.ideo.pl
Brand Reputation Management in Search Engines
Prosumer = professional consumer
The consumer of the 21st century is a daring
consumer, conscious of oneself and one’s needs,
demanding and curious.

4. www.ideo.pl
Real Estate on the Internet
Real Estate on the Internet
The results of the IAB AdEx survey conducted for
IAB Polska by PwC show that in 2010 the real
estate industry generated 6% of Internet
advertising expenses, a 60% increase compared to
2009.
This industry occupies the 3rd place among the
so-called durable goods in terms of Internet
expenses.

5. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?
57% of Internet users surveyed left online reviews
about products. Each of them did so in a place
accessible to many consumers (auction sites,
online forums, shopping sites)
78% of Internet users surveyed found information
about a product online

6. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?
Users aged 25 - 34 are most likely to look for
information about products, businesses, and
services online
According to a survey conducted by Gemius, as
many as 76% of respondents reported the Internet
as a source of information about real estate
listings.

7. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?
According to results of the survey "Plans and
decisions of Internet users in the process of buying
an apartment", 43% of the respondents bought or
planned to buy an apartment from the developer.
The most important criteria when selecting a
developer company are: 94% reliability, 93%
promptness and 90% warranty details

8. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?

9. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?

10. www.ideo.pl
Brand Reputation Management in Search Engines
How do customers behave online?

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Brand Reputation Management in Search Engines
Statistics
All it takes is 10 positive reviews to validate your
business or product and confirm the high quality.
3 negative reviews will be enough to change this
quality.

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Brand Reputation Management in Search Engines
Internet users looking for feedback …

13. www.ideo.pl
Brand Reputation Management in Search Engines
Internet users looking for feedback …

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Brand Reputation Management in Search Engines
Internet users looking for feedback …

15. www.ideo.pl
Brand Reputation Management in Search Engines
… and what do they find?

16. www.ideo.pl
Brand Reputation Management in Search Engines
… and what do they find?

17. www.ideo.pl
Brand Reputation Management in Search Engines
… and what they find?

18. www.ideo.pl
Brand Reputation Management in Search Engines
… and what they find?

19. www.ideo.pl
Real Estate on the Internet
SERM – Search Engine Reputation Management
In the age of prosumers – that is professional
consumers who do not believe in marketing messages
and seek their own sources of information. Search
engine is one of the most important and most
popular ones. It is worth to take a look at your search
engine reputation.

20. www.ideo.pl
Brand Reputation Management in Search Engines
SERM – Search Engine Reputation Management
Includes two activities:
striving to remove websites with negative information from
the top ten links
placing on a higher position positive information about the
company or a person.

21. www.ideo.pl
Brand Reputation Management in Search Engines
Phrases with the highest PR meaning
Company name – e.g. ”Maxon”
Company name + „feedback” e.g. „maxon feedback”
Company name + „real estate” + „feedback” e.g. „maxon
real estate feedback”

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Strategy of action
Brand Reputation Management in Search Engines
The SERM strategy requires action and strategy planning.
They can’t be random and single actions.

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Strategy of action
Brand Reputation Management in Search Engines
1. Own websites, for example: firma-opinie.pl, firma.pl, and
thematic websites.
2. Online forums - take care of positive information, including
word of mouth marketing
3. Social networks: e.g kafeteria.pl
4. Business cards in professional portals e.g. goldenline.pl

24. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
Case study
Search Ads for the word
"real estate warsaw":

25. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
Search Ads for the word
"real estate warsaw":
Case study

26. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
Search Ads and 1st place in
search results for "maxon
warszawa feedback":
Case study

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Maxon Real Estate
Brand Reputation Management in Search Engines
Sponsored Boxes and 1st
place in search results for
"maxon real estate
warszawa":
Case study

28. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
Information about the
certificates on the site:
Case study

29. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
Unfortunately the neglected
online forum showing for the
words "maxon warszawa
feedback":
Case study

30. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
Another search engine result for words "maxon warszawa
feedback":
Here, there is no reply to the question on an online forum
Case study

31. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
There are no reviews
on the portals related
to the industry:
Case study

32. www.ideo.pl
Maxon Real Estate
Brand Reputation Management in Search Engines
The worst are the
negative comments:
Case study

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Google has a great free tool - Google Alerts
The user receives email messages about new websites that
include defined keywords.
Monitoring
Brand Reputation Management in Search Engines

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Brand Reputation Management in Search Engines

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Brand Reputation Management in Search Engines

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Every business can be in trouble .
Not only customers can write reviews, but also the
competition.
Prevention is better than cure
Brand Reputation Management in Search Engines

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Case study
Brand Reputation Management in Search Engines
Hörmann – quality and duplication
http://moonopol.pl/hormann-jakos-i-bublowacenie/

38. www.ideo.pl
Case study
Brand Reputation Management in Search Engines
Hörmann – quality and duplication

39. www.ideo.pl
Case study
Brand Reputation Management in Search Engines
Hörmann – quality and duplication

40. www.ideo.pl
Case study
Brand Reputation Management in Search Engines
Hörmann – quality and duplication

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Case study
Brand Reputation Management in Search Engines
Hörmann – quality and duplication
2,000 unique visitors have already read blogger's feedback
In the first 3 days the entry was read by more than 500 people
Every day, 2-3 new readers arriving
The average time spent on the post is 1:24:15 seconds

42. www.ideo.pl
Case study
Brand Reputation Management in Search Engines
Hörmann – quality and duplication
Entries come from search engines, but also from online forums
(eg elektroda.pl)
The blogger is an anti-brand ambassador
There are foreign entries using the Google translator (Hungary,
Denmark, Sweden, Ukraine, Italy, France and of course Germany)

43. www.ideo.pl
SERM and SEM
SEM - Search Engine Marketing

44. www.ideo.pl
SERM and SEM
SEM - Search Engine Marketing

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SERM and SEM
SEM components
Positioning Search Ads Boxes
1. place your business website at the
highest position in natural results
1. place an ad for a business or a
website above organic results or to
their right
2. you have to wait long to see the
results 2. immediate effect
3. promotion takes a long time (e.g. 5
months)
3. short time of the promotion (e.g. 5
weeks)
4. positioning requires planning,
rethinking, competitive analysis, a
long-term plan
4. Search Ads boxes can be set up
quickly and you only need to know
some basic promotion goals

46. www.ideo.pl
SERM and SEM
Factors influencing positioning
Website address
subpages addressing
Meta tags, especially the title
Headlines
Original content
Internal linking
Text highlighting
Frequency of keywords
ALT tags
Social Media

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SERM and SEM
Website address

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SERM and SEM
Subpages Addressing
Wrong
:
Well
:
Better:

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SERM and SEM
Headers
Wrong
:
Good:

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SERM and SEM
Text highlights
Wrong
:
Well
:

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SERM and SEM
Original content
Wrong
:
Well
:

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SERM and SEM
Internal Linking
Well
:
Better:

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SERM and SEM
Meta tags

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SERM and SEM
ALT tags

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SERM and SEM
Ideally optimized landing

56. www.ideo.pl
SERM and SEM
Ideally optimized landing
Use inline text (h2, h3, h4) and text formatting (bold, underline).
Use tables / presentations / pictures / videos / animations - such
elements keep the user longer on the page.
Images and links in the content are labeled with alt and title
attributes = "" | = "" and described accordingly.

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SERM and SEM
Ideally optimized landing
Do not copy content and do not duplicate titles.
The title is always important. For SEO is the most important.
Text should be written only to the user, only then optimized for the
search engines.
Do not be afraid to put links to other sites in the content, provided
there are high quality pages (no more than 2-3).

58. www.ideo.pl
SERM and SEM
Ideally optimized landing
Put links to your own site (no limit on the number of links, if the links
do not constitute more than 10-20% of the article).
File names are important (attachments, pictures).
Put links in attachments and press releases (links in files matter).

59. www.ideo.pl
SERM and SEM
Methods of obtaining links
1. Exchange links with familiar websites
2. Cataloging a website
3. Presell pages
4. Creating a positioning background
5. Link Exchange Systems

60. www.ideo.pl
SERM and SEM
How do they do it?

61. www.ideo.pl
SERM and SEM
How do they do it?

62. www.ideo.pl
SERM and SEM
How do they do it?

63. www.ideo.pl
SERM and SEM
How do they do it?

64. www.ideo.pl
SERM and SEM
How do they do it?

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SERM and SEM
Cataloging

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SERM and SEM
Online advertising helps with shopping

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SERM and SEM
Internet builds the brand

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SERM and SEM
My own case - the next steps
1. I was looking for an apartment in Rzeszow on the Internet
2. I found an apartment in a tower block built by a co-op
3. I was looking for information about cooperative:
a) What are the comments about the co-op online forums?
b) Are there any negative opinions about this co-op? (not positive but negative)
c) National Court Register online
d) What are the information about the co-op managers?
e) The history of the co-op

69. www.ideo.pl
SERM and SEM
My own case - the next steps
4. I thoroughly looked at co-op website of the cooperative
5. I started looking for information about the housing estate:
a) online forums
b) city council websites, etc.
c) I looked at all the press information
Only then did I call the co-op to inquire for details

70. Thank you for
your attention!
Wojciech Szymański
w.szymanski@ideo.pl
phone: 500 226 626
www.ideoagency.com