Understanding Local Search

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An introductory webinar to help realtors and businesses understand local search and how to utilize it in day to day business

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Understanding Local Search

  1. 1. Local Search
  2. 2. Who Am I <ul><li>Josh Kerbel </li></ul><ul><li>COO of VideoScience </li></ul><ul><li>[email_address] </li></ul>
  3. 3. Agenda <ul><li>What is Local Search </li></ul><ul><li>Niche Marketing </li></ul><ul><li>Real Estate Industry Research </li></ul><ul><li>Local Search & Real Estate </li></ul><ul><li>Using Video </li></ul><ul><li>Free Resources </li></ul><ul><li>Dangers and Pitfalls </li></ul>
  4. 4. What is Local Search <ul><li>A process where users seek information online, the ultimate intention of which is an offline transaction at a nearby service or business </li></ul><ul><li>In English – using the Internet like people used to use the Yellow Pages to find resources. </li></ul><ul><li>Not about advertising locally, but developing location orientated content. </li></ul>
  5. 5. Niche Marketing <ul><li>Target people with a specific interest or need </li></ul><ul><li>Understand you are not going to get massive traffic </li></ul><ul><li>Your goal is high quality traffic </li></ul><ul><li>Transform yourself from a commodity to a specialist </li></ul><ul><li>Examples – Repolift, Shoe Stor & Architizer </li></ul>
  6. 6. Real Estate Industry Research <ul><li>9 to 12 Month Sales Cycles </li></ul><ul><li>Up to 90% of all home buying searches involve the Internet at some point </li></ul><ul><ul><li>Not just MLS </li></ul></ul><ul><li>Less than 5% of all leads are ready to “BUY NOW” </li></ul>
  7. 7. Opportunity
  8. 8. Local Search & Real Estate <ul><li>Advertising open houses, emailing listings and offering virtual tours is thing of past. </li></ul><ul><li>You must carve out multiple niches for yourself </li></ul><ul><li>Examples of niches include: </li></ul><ul><ul><li>Specific geographic regions </li></ul></ul><ul><ul><li>Building types </li></ul></ul><ul><ul><li>Combination of both </li></ul></ul><ul><li>Whitby-Shores.com </li></ul>
  9. 9. Using Video <ul><li>Search engines love video </li></ul><ul><li>Need to look professional </li></ul><ul><li>Needs to be informational, not self promotional </li></ul>
  10. 10. Free Resources <ul><li>Wordpress.org/Blogger.com </li></ul><ul><li>Youtube.com </li></ul><ul><li>Everything can be learned....only cost is time and opportunity cost </li></ul>
  11. 11. Dangers & Pitfalls <ul><li>Not understanding need to specialize </li></ul><ul><li>Creating generic websites </li></ul><ul><li>Not having patience </li></ul><ul><li>Poor quality video production </li></ul><ul><li>Not having any lead capture/engagement process </li></ul>

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