Your Questions About Internet Marketing Association

Jere answers:

According to the Pew Internet & American Life Project, the number of Americans who have looked online for information about a place to live has doubled since 2000. Now, nearly two in five adult internet users in the U.S. (39%) have done this, up from 34% in 2004 and 27%

92% of Internet buyers found their agent on a web site; 63% found them through an Internet search engine; 0% of Internet buyers found their agent through brochures, flyers, yard signs or mailers to their home

Often, REALTORS choose free web site templates, or companies offering real estate templates for a few dollars a month. These sites, in most cases perform badly when trying to achieve top rankings.

It’s no longer just a property’s physical location that matters but also the placement of a REALTORS web site on the major search engines. With proper SEO techniques, search engine real estate placement’ is available.

If you are one of those many agents or brokers who don’t really believe that the Internet is “the way” in real estate today, perhaps the following data compiled and presented by Leslie Appleton-Young, Chief Economist and Vice President of the California Association of Realtors® (CAR®) in her analysis of the Real Estate Market in California for 2006 will get your attention.

If you believe that the Internet is the single most important factor in your future success, here’s your continuing proof that you are correct. Ms. Appleton-Young and CAR® have compiled data of such import and enlightenment that I felt some of it should be shared with you. Pages 62 – 82 of the study compare some distinctions between Internet vs. Traditional buyers and the findings are powerful. These charts show the undeniable trends and the clear preferences consumers have for the Internet approach to buying a home: since the year 2000, virtually every preference that used to favor the traditional approach has been turned upside down and the Internet approach is now overwhelmingly favored. This report is unequivocal evidence that if you are not on the Internet bandwagon and if you can’t be found by people searching for homes on the Internet, you are completely “missing the boat” in the real estate business.

Here are just a few of the report’s findings:
92% of Internet buyers found their agent on a web site; 63% found them through an Internet search engine; 0% of Internet buyers found their agent through brochures, flyers, yard signs or mailers to their home (does this tell you to spend more on Internet marketing and less on print?);

In 2000, 28% of people said that they used the Internet as an important part of their home-buying and selection process. In 2006, 70% said they did;

86% of home buyers started using the Internet as part of their process BEFORE they started looking for a specific home;the other 14% did after they started looking, but BEFORE they contacted a real estate agent; that means that 100% of buyers surveyed started looking at homes first, agents second. When you combine that finding with the already existing one that fully 81% of Internet buyers stay with the first real estate agent they choose to contact, you can see a powerful case for being able to have consumers find you, first;

Internet buyers spent an average of 4.8 weeks doing research before contacting an agent; traditional buyers only 1.7 weeks. That means an Internet buyer is better prepared and twice+ as less likely to waste your time;

Internet buyers bought a home on average after spending 2.2 weeks looking for a home with an agent; traditional buyers spent an average of 7.1 weeks; How high would your productivity be if you could spend 2/3 of the time you now spend previewing with clients and could dedicate it to selling and marketing, instead?

Internet buyers previewed an average of 6.7 homes with their agent (they had already eliminated ones they did not wish to see), traditional buyers previewed 15.4 homes; an average of just under nine fewer wasted showings per customer;

Only 3% of all Internet connections available at the primary computer used for the home-buying process were dial-up: Internet home buyers and searchers are not sticking with dial-up, just as they are not sticking with traditional methods;

The approximate distance between previous residence and new residence for traditional buyers was 25 miles; for Internet buyers, it was 242 miles (you can sell anywhere compared to traditional ways);
Number of agents an internet buyer interviewed, on the median: 1; Traditional buyers? 3. (Why would you want fewer auditions and more certain retentions?)

69% of Internet buyers said response time was extremely important.83% of those buyers chose email as their favored communication method with their agent. 0% chose “in person.” (The Internet is the new “office visit.”)

Internet buyers were more satisfied with their agents: 4.3 to 3.3 for traditional buyers, on a scale of 5 where 5 is “surpassed expectations.”

35% of traditional agents listed “faster response time from my agent” as the one thing they would change, if they could, about their experience; Internet buyers? 0%!

Internet buyers were far more satisfied in every important researched category of satisfaction than traditional buyers were; when asked the number one reason for satisfaction with their agent, 91% of Internet buyers said that satisfaction was because their agent “was always quick to respond.” Traditional buyers? Their number one reason was “worked hard on my behalf”, chosen by 62% of them, leading us to conclude that traditional buyers did not find their agents “quick to respond.”

And, ladies and gentlemen (a little drum roll, here, please), 97% of Internet buyers said they would use the same agent again. Traditional buyers? 50%. (Twice as likely to be satisfied and twice as likely to give a referral, wouldn’t you think?)

I’m not an economist, (I don’t even play one on TV), but it seems to me that these data show clearly that:

Agents who sell via the Internet do not get as bogged down in unproductive chauffeuring to preview homes as traditional agents do;

Agents who utilize online marketing and have Internet buyers are more liked, more highly regarded, more likely to have a repeat sale with the client,

Agents selling to Internet buyers are likely to work only 2.2 weeks with a buyer before selling a property (vs. 7.1 weeks traditionally);

Agents committed to online marketing may be able to expand their market area to an average 242 mile radius of their location and remain effective due to online communication; people find you on the Internet, call you or email you, and use you to help them find a home in an area they may not know.

The money you may spend on brochures, ads, newspaper ads, and the like should be reconsidered and placed into Internet Marketing.

So, unless you are in a state of denial about the Internet’s importance to real estate transactions, you need to do several things in your planning for this year, at minimum, if you want to be on the right side of these statistics.

You need to take most of the money you are spending on newspaper ads, brochures, glossy marketing pieces, etc., and invest it in your Online Marketing. Chances are good that you cannot possibly wisely spend all those dollars online; consider those savings as your bonus this year. It will be tough not seeing your comforting listings in the paper, but think of all the money you’ll be saving! (And as more fuel for that fire, consider this: Ms. Appleton-Young’s data also show that over 70% of people 65 and older read a daily newspaper, but only 35% of 24 year olds do. PRINT IS DEAD TO THIS GENERATION OF HOMEBUYERS!)

You need your own website showing your properties and you. What are you waiting for?
Just having a website or a page on your franchise site won’t cut it; you must be able to be found by people searching for homes in your considerably larger e-neighborhood. The Internet is a really big place and chances are that you and your site may be lost in its hugeness.

And, you must be sure your web site is search engine friendly. Meaning, it can be developed and optimized so that it can out rank other sites. DO NOT be fooled by web site templates that are free, or made in such a way that they cannot achieve rankings. You need a site made by a Search Engine Optimizer (SEO Professional)…otherwise, you are just throwing money into nothing. Remember, you get what you pay for, and going for ‘cheaper must be better’ will not net you those top rankings which result in new prospects and thus, more sales and listings.

Bonnie Burns

Jere answers:

Print this article
Architectural firms no longer can just rely on the perception of potential clients of their excellence to generate business. They feel the need to differentiate themselves from their competitors and win new business by marketing their services and benefits arising out of a commercial relationship with them. Today’s intensely competitive environment dictates that architectural firms attempt to enhance their public image and communicate effectively about their core competencies to ensure continued success.

The Online Presence
The Internet is one the first media architectural firms should consider. A well-designed website replete with images and information about the expertise and how effective solutions were delivered to address special and challenging client requirements have a persuasive force. The website can act as an effective platform for showcasing special expertise and award-winning designs, and provides visitors a view of the humanitarian activities the firm initiates and sponsors.

Brochure’s Influence
Another essential step is the preparation of a brochure highlighting the special expertise differentiating the firm its competitors. Liberal use of views of completed projects and upcoming ones along with relevant information can be sent at regular intervals to potential clients and the peer group; real estate firms, suppliers, other service providers and even competitors to raise the public profile. An e-brochure has the not only the advantage of flexibility of continual updating of information but allows dissemination at relatively lower costs.

Public Relations for Top-of-Mind Awareness
Be alert to what is happening both within the company and its external environment and learn to react swiftly to take advantage of developing situations by harnessing the power of the media. Try to be in the news for the right reasons; award wins, prestigious contracts, public infrastructure development, customer education, community service or corporate social responsibility initiatives and articles in trade journals, newspapers or magazines that help elevate the firm to the status of an industry leader.

Networking and Referrals
Actively cultivating professional and commercial relationships is a surefire way of getting leads and the chance to impress potential customers. To promote its status, the firm should consider an active program of participating in professional and trade association events, like seminars and shows. Professionalism that sparkles may convert a casual conversation to a lucrative business opportunity. The best assets are satisfied customers; not only do they generate repeat business, but they can be a source of the all-important referral to a personal or business acquaintance that carries a client stamp of approval.

Read more: Architectural Marketing Ideas | eHow.com http://www.ehow.com/info_8714869_architectural-marketing-ideas.html#ixzz1Yi0bcfFO

Jere answers:

Write a business plan
Look up resources of how to market products through you library, the Small Business Association and use the Internet to research.
Start planning how you will be manufacturing this? Will you be able to meet the FDA standards in your kitchen? Is this a product that you may want to sell over the Internet? How can you guarantee safety and health standards against contamination?
There are many cities that have retired business people in associations that give advice and help others start businesses.

Give me the recipe. Just kidding. Good luck!

Jere answers:

I am not really and expert, but there is a Chilean website with more information in English

www.chile.com

Specific investment information

http://www.chile.com/tpl/articulo/detalle/ver.tpl?cod_articulo=1696

Government information on investment (recommended!!!)

http://www.cinver.cl/index/index.asp

And the National Association of Advertisers (very recommended)

Home

What you are looking for in Spanish is “inversión publicitaria en medios de comunicación”.

I hope it helps

Jere answers:

I don’t think that the Internet is a good way to market most types of business consulting services. While you should have a web site, in most cases this is something you will direct people to using other marketing efforts rather than something that will generate business on its own.

Unless you do something that is highly specialized, chances are good that people will never find you doing a web search -there are just too many other firms out there doing the same thing. You can do website optimization, buy keywords, etc., but in my opinion, this is like trying to win the lottery.

I would suggest some “old-fashioned” marketing initiatives:

-Network with your previous contacts, including former employers and employees – if you have 25 years of experience, you should have plenty of them. This will be your best source of business.

-Join all relevant industry associations and attend their functions, including trade shows.

-Publish articles in relevant industry publications as well as local business papers in your market area.

-If you are a sole practitioner, contact the larger firms that provide the same services that you do, including some of the “Big 5” accounting and consulting firms. Believe it or not, this can be a good source of work. Many larger firms are always looking for subcontractors and also come across opportunities that are too small for them to handle cost effectively.

Good luck with your efforts.