A new Day for Web Marketing
November 11, 2008 – 1:38 pmA New Day for Web Marketing: It’s a whole new day for real estate marketing, and to succeed you’ve go to “unlearn what you have learned,” about how to reach potential clients, said David Meerman Scott, author and Web marketing guru.
Stop relying on pre-Internet tools like newspaper ads, yard signs, and billboards to get the word out about you and your businesses. “These methods are not targeted to get people to know you,” said Scott, who was Friday’s Entrepreneurial Excellence Series speaker at NAR’s Conference & Expo. The series is sponsored by Chase.
The key driver of marketing success nowadays is “to get found online,” he said. To do that, you have to appeal to “buyer personas,” rather than simply describe the property listing or services you want to sell.
“Too many real estate Web sites talk to nameless, faceless prospects,” he said. “You need to speak to your buyer personas using their language, not yours. You might want to consider hiring a journalist, rather than a marketing or communications expert, to create a compelling story to reach your targeted buyers.”
Scott strongly recommended using online social networking tools to reach your targeted buyer personas. Start a free account at Facebook and Twitter, and connect with communities you care about.
Another idea: Create clever e-books—which are simple, yet attractive, PDFs—to provide vital information about real estate trends and insider tips on home buying and selling. Make these e-books easily accessible from your Web site.
When your business makes news that you want to share widely, create an online press release that can be distributed, for a fee, through such outlets as PRWeb, PR Newswire, or Business Wire.
How do you assess if your Web marketing efforts are working? You’ve got to track consumer awareness about your businesses, rather than collect sales leads or press clippings. “You want to get people talking about you in forums, chat rooms, and blogs. It’s OK to lose control of your information,” Scott said.
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