This document discusses how real estate professionals can use content marketing and social media to generate web traffic and leads. It recommends using blogs to regularly create and distribute long-tail, targeted content across different social platforms. This expands organic search visibility and allows potential buyers and sellers to directly discover the professional's content and website. Metrics like social followers, blog comments, and backlinks should grow over time, improving search rankings and conversions. A turnkey integrated system is proposed to manage this process for real estate brokers and agents.

1. Blogs, Content, and Social Media Equals “Most Important” Web Pages:Exploit Long Tail Local SearchCapitalize on Social Media Impact on SEOExpand Organic Website VisitsIncrease Conversion Rates Adam Japko President Network Communications, Inc

2. Integrated Real Estate Marketing Plan: Web Discoverability Critical Aspect

3. There Are Two Legitimate Social Media Marketing Paths for Real Estate Professionals People You Already Know: Social Networking Known prospect and past client engagement Social network (FB) focused Blog as a farm tool Features engagement in community Primary focus: Networking with known prospect base People You Want to Know But Don’t Yet Know: Content Marketing Active property buyers and sellers search lots of stuff, lots of opportunities to be found Content marketing allows active buyers/sellers to find the information they want… and you….simultaneously Social networks (FB) primarily used to distribute content that live on web Blog content marketing builds own audience of new prospects through keyword build up Blog content drives website results through increased keywords and organic search results Primary focus: New prospects

4. 5 Content Marketing Facts Creating fresh, frequent, unique web content is a powerful strategy for driving organic and direct web traffic Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY Blogs are search engine friendly-presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content Well executed blogging will share earned SEO benefits with a related web site Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results

6. Schematic: Integrated Content & Social Marketing

7. Debunking Myth #1 “ I have to rank very high for a popular query to get lots of traffic” Do not try to be #1 for Real Estate Atlanta Too much competition from ILS with lots of content “Real Estate Atlanta” is only a small slice of the real estate search pie It is not the traffic you want- will not result in meaningful interaction unless you have the world’s or market’s best general resource for real estate Put yourself in the shoes of the searcher, the search engines will

9. Understanding Long Tail

10. Specificity of Long Tail Atlanta Apartments two BRs teenagers social scene safe Good apartments for college teens in Atlanta and safe Tips on good Atlanta apartments for college kids Atlanta college apartments for rent Atlanta Apartments near schools Atlanta Apartments Source: Doug Cook Search Director Twitter, Yahoo, Able Grape

11. Luxury houses four plus large bedrooms Atlanta homes four bedrooms

15. PROPERTY Direct Long Tail Search Discovery CONSUMER

16. Debunking Myth #2 “More Traffic Is Better” Let’s take two fictitious examples NiftyAtlantaRealEstateTips.com 1000 search visits/day AtlantaSpamEstate.com 10,000 search visits/day

17. Myth #2 DebunkedInteractions Spell Success Let’s say NiftyAtlantaRealEstateTips is user focused 35% meaningful interactions (conversions)/day And AtlantaSpamEstate is traffic focused 2% meaningful interactions (conversions)/day Then NiftyAtlantaRealEstate tips is more successful More users (350 vs. 200) engaged each day More likely to have repeat users and grow search traffic AtlantaSpamEstate is: tarnishing their brand creating hazard of losing their search traffic

18. The Long Tail Summary The world is made up of people with very specific information needs: They can not be gamed into meaningful interactions Optimal traffic comes when you have the world’s best page for some very specific information need Each generates very tiny amounts of very high-quality traffic Make it up in volume: Have lots useful specific content in your site In practical terms: Websites: Keep all content live and organized, even closed listings and past mentions, i.e. awards, organized neatly Blogs: Post often Encourage comments Use tags

25. Organic Search Grows Over Time

26. Social Followings And Actions Grow Over Time

27. Blog-only Lead Conversion: 1.6%

28. Lincoln’s ROI

29. Social media marketing

30. Let’s look at a blog and its content

31. Long Tail Content Marketing Applies to Any Subject: Fine Wine

32. http://wine-zag.com

33. Link Leverage in Content Marketing

35. Content Marketed Across Social Platforms

39. A custom, turnkey, integrated Internet marketing system for Real Estate Professionals

40. How BrokerSherpa benefits your overall Internet Marketing Program Integrates social media into your marketing Creates a responsive, timely and active long tail content marketing program Enhances your existing website’s organic search results Builds your digital footprint through direct discovery and relationships with buyers and sellers Establishes agent/broker identity on Facebook and Twitter Drives measurable ROI with bonus lead creation

41. Here is How BrokerSherpa Works How does it work? Homes Online Community Manager Featured Agents

42. Content for Search and Social Media Algorithms and humans casting votes for best web pages Leveling playing field with companion strategy to cost per click and large budgets Knowledge and time are most valuable resources in content marketing Blogs and other social content tools make it all possible

43. Thank You Facebook adamjapko Twitter adamjapko Site: www.digitalsherpa.com Company www.nci.com Email ajapko@nci.com