Posts Tagged ‘SEM’

Marketing Today for Real Estate’s Tomorrow

Ever wonder why some real estate professionals jump to the head of the pack, while the rest sit back with unanswered questions and empty calendars? The most effective real estate agents understand an important principle in today’s market: a business will perform best tomorrow through effective online marketing today.

Minimizing marketing costs and extending market exposure are areas where real estate professionals  can really excel. Real estate agents understand what buyers, sellers and investors want and why- and they may even be experts in the art of the close – but what separates those at the head of the pack is becoming an expert on how to get there. In today’s modern marketplace, where the power has clearly shifted to the consumer, being ‘findable’ and accessible to all potential and current clients at every available opportunity is the real leg up.

Let’s face it, the process and commitment of leveraging tools available online is no longer one to procrastinate or underestimate. It’s a necessity of staying in the game.

Newspapers, circulars and penny savers are traditional advertising sources brokers and agents are familiar with. Real estate pros today need to think about advertising with online newspapers and industry directories, free online classified ad sites like Craigslist, real estate blogs, personal websites and social media channels. Deploying a broad online strategy with a focused message allows Realtors (and any entrepreneur really) to advertise their listings to as many people, for as little cost, as possible.

Advertising online effectively however calls for some insider knowledge of SEO (Search Engine Optimization). And the reality is that Real estate SEO and real estate SEM (Search Engine Marketing or Paid Search) today require more complex strategies than simple keyword inclusion.

Keyword density is important in enhancing your real estate search engine relevance. This keyword repetition can put a real estate website or blog on the map, but it’s important not to over-saturate (nobody, search engines included, wants to read text in which every other term is the same). Once you have created content in your own words that conveys your message, you need to make sure it reaches as many people as possible, and with a consistent message.

For Realtors, personal branding is, (in the age of social media), essential to establishing a stronger and more viable business presence. A brand is synonymous with quality in business. Put simply, a brand is a promise. And your personal brand is your unique market perspective, your value contribution to your clients. You need to establish yourself as a credible expert in the industry to gain your clients’ confidence, and spreading your message through social media can be a highly effective means to this end.

Real estate professionals should focus foremost on using social media marketing to access a greater audience and communicate with other like-minded professionals.

The goal should be to build an infrastructure of “friends”, and eventually, a community of your own. While Google+ is less business-promotion friendly for now, Hootsuite, Tweetdeck and Foursquare each offer real estate agents the opportunity to get the word out about their businesses routinely and conveniently from a smartphone, tablet, or any other device that can connect to the internet. Reaching this larger audience frequently, conveniently, and at a very low cost is the key to growing your sphere of influence and seeing real results.

For example, LinkedIn is still less popular than other mainstream social media platforms, but it can allow for very targeted prospecting in a professional, no BS environment. LinkedIn’s dovetail networking allows members to access other like-minded individuals with similar backgrounds, work history and interests, and to promote themselves to the job market. Once considered only a platform for individuals to connect with potential employers, it has evolved into a valuable channel for prospecting, product positioning, personal branding and viral marketing.

With so much to learn and adopt and so little time to do it- find a few avenues of modern marketing to get passionate about and hopefully it will feel a little less like a strain and more like a wheel in a well-oiled machine. If you’re a Realtor in today’s marketplace, you can choose to overlook new marketing mediums as trends that will phase, but chances are you are also choosing to be left behind.

Be proactive about growing a competitive business online, and contact Boston Logic today for a free consultation. Trust the experts…because we’re invested in your success!

Boston Logic is Hiring a Marketing Associate

If you are a proven SEO with solid search engine marketing performance to back it up, we want to hire you. We are looking for a Search Engine Marketing Superstar to join our team.

Boston Logic is a fast growing company with clients throughout the country. Our culture has a fun, energetic feel, but we are intensely busy and maintain a professional, dedicated working environment. Our employees embody an entrepreneurial, independent, passionate nature and a work hard/play hard attitude. The desire to be a part of the development and success of a growing company is a requirement for this position.

OVERVIEW:

The Search Engine Marketing Specialist will work with clients and Boston Logic staff to manage and develop online marketing initiatives for our clients. These campaigns leverage a mix of marketing and technology strategy and implementation. The Search Engine Marketing Specialist will be responsible for the planning and execution of campaigns involving Search Engine Optimization, Pay Per Click management, and email marketing campaign design, implementation, and tracking. You will be expected to produce results.

QUALIFICATIONS:

Preferred skill set and experience:
* Hands on knowledge of search engine optimization best practices
* Demonstrated performance in achieving prominent search engine ranking for multiple websites
* Experience working and communicating directly with clients
* Results oriented online marketing experience and an understanding of analytics and performance tracking techniques
* Working knowledge of pay-per-click advertising systems including Adwords and Overture. Google Adwords Qualified is a plus!
* Understanding of search engine marketing strategy
* Experience with industry standard analytics packages and metrics
* Working knowledge of social media platforms and strategy
* Email marketing experience is a plus
* Strong writing skills are a requirement

You should have experience interacting with clients and effectively communicating with several parties to achieve results. You should have 2+ years of demonstrated success in an internet marketing role. Knowledge of search engine marketing, pay per click, email marketing, web analytics and market intelligence are must haves. The ideal candidate will not only have strong technical skills, but also demonstrate superior client interaction, communication, and time management capabilities. Experience in real estate is also helpful.

Interested candidates may submit their resume to: techjobs@bostonlogic.com

SEO at NAR Meeting in DC?

In case you were under a rock, the Nation Association of Realtors mid-year convention is happening right now down in DC. I’m not there, for a few reasons which I’ll explain below,  but I decided to look into how the convention is helping real estate agents and brokers market their services and listings using SEO, SEM, or really online advertising media at all. Or, to ask a broader question, how important does the NAR think this is?

So, I looked at the schedule for the conference, which spans 5 days.  Most events in the calender are 1 – 2 hours long and there are about 50 events each day. So, how many of these events are about SEO? As far as I can tell, none! Now, I didn’t read the description of every event, for example I didn’t read what’s going to be discussed at the South Dakota Customized Hill Briefing, but I think it’s safe to assume that SEO isn’t on the agenda.

Yes ladies and gents, that’s it. Search Engine marketing doesn’t seem to be a priority. It’s not on the agenda. There are a few (5) sessions that seem to have something to do with online marketing. Here’s a snippet from one of the session descriptions:

“Identify which online ads outperformed the competition including: foreclosure ads, luxury home marketing, and landing pages that cause a consumer to give up their contact information. Discover which brokers are getting the best results and see what they changed to drive in more leads.”

Whomever wrote this description isn’t an online marketing professional, or I should say, isn’t a very good one. If you were going to compare online ads, then you should be talking PPC and, if you’re really looking to waste money, PPM, but I don’t think this session will get to that level of education.

I’ve been to enough of these conferences to know. What’s going on is a beginners course, or really, the NAR has invited some members, Realtors just like the rest of the conference attendees, who have taken initiative and started to leverage online marketing, to sit on a panel and talk about their relative succes. No one is going to leave these sessions with anything really actionable. Oh, well maybe if you go to one of the sponsored sessions by a big vendor selling cheap useless solutions, you’ll have an “actionable” ordering form.

Here’s my recommendation: Don’t go to NAR. Spend 5 days of your time and the grand or two of your GCI that the trip is costing you working on your business including your website, your blog, working your network, and signing some listing agreements. It’ll serve you a lot better. In short, don’t waste your time.

Lastly, why aren’t we down at NAR, because the big guys who attend NAR aren’t spending, they’re going bankrupt. The middle market, are spending, and they’re not there. I did hear on NPR that 1000 realtors showed up to hear Alan Greenspan speak yesterday – since he did such a bang up job keeping interest rates low and precipitating the sub prime mortgage crisis. I wonder if anyone threw rotten fruit at him?

Oh and here is my favorite session (Said with my tongue pressed against my cheek): The Power of You: Professional Development Forum - This is a self defense class, taught by an expert, on how to prepare and protect yourself from the hazards of showings, open houses, and unruly mortgage brokers. Good thing that you flew to DC to take a $20 course that they offer at the YMCA.

Thanks for reading.

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Who’s got Talent

Boston Logic is looking to bring on two additional members to our already strong team. As you may know, Boston Logic is a technology and marketing consultancy providing online marketing (including Real Estate SEO), web development, and IT consulting.We are a fast growing company with clients throughout the country. Our culture has a fun, energetic feel, but we are intensely busy and maintain a professional, dedicated working environment. Our employees embody an entrepreneurial, passionate nature and a work hard/play hard attitude.

A little bit more about the two positions we are looking to fill immediately:

Ruby Developer

Strong technical and coding skills are essential for this job. You should have experience interacting with clients and effectively communicating with several parties to achieve results. Knowledge of online marketing and how the web can be used to drive business is key. Demonstration of superior client interaction, communication, and time management capabilities are a important for success in this position.

We will also be looking for the following abilities and qualifications:
•Communicating with clients to understand their needs and mapping business requirements to technical specifications
•Working with a team to strategically design and implement solutions
•Plan and execute internal company projects and contribute to long term company direction
•Write software in Ruby, PHP, Javascript, HTML, and CSS. (.Net, a plus)
•Linux server administration
•Knowledge of the real estate industry is a plus.

Online Marketer

We are looking to expand our Online Marketing team with a self-motivated, talented, and driven individual to serve as our Online Marketing Associate. The position requires 2+ years of work experience, a fair understanding of Web 2.0, strong writing skills, a contagious enthusiasm and a willingness to learn and get involved in all levels of our marketing programs (experience in Real Estate SEO, SEM, PPC and email marketing preferred).

We will also be looking for the following abilities and qualifications:
•Excellent written and interpersonal communication skills
•A strong understanding of existing online marketing tactics and a demonstrated history of creative, out of the box thinking
•Proven ability to take on several projects simultaneously from different groups; ability to delegate and manage tasks accordingly
•Familiarity with Email Marketing Tools such as Constant Contact
•A strong grasp and understanding of company branding
•Understanding of the real estate market
•Ability to work in a fast paced, fun and entrepreneurial environment
•A self-starter mentality and ability to work independently, as well as within a small team

If you match either of these descriptions or know of someone who does then please refer to BostonLogic.com/jobs
for more details about the position and how to apply.

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Open call – Where are you investing?

Hello faithful readers of RealEstateSEO1.com. I have a question for you, please answer by comment below. Thanks.

Q: How are you investing in order to grow your Real Estate business in 2009?

We want to know what investments you are considering? How your budget allocations are changing? What are you doing to beat a tough market?

Sometimes we can get caught in our own world of SEO and SEM. With a list of clients who are dedicated to technology and online marketing, it’s important for us to reach out to everyone to understand your investment strategy and your plans for growth so that we can help you the most.

We’ll share what we learn with the group and give you honest feedback on your answers.

Thanks – The Real Estate SEO team at Boston Logic.

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