In the book and movie, "All The President's Men", Deep Throat (not the Linda Lovelace variety) keeps telling Woodward and Bernstein: "Follow the money."
The advice to "Follow the money" applies to home-sale related businesses interested in Real Estate Search Marketing and Real Estate Search Advertising,too.
The Borrell Associates' report, Local Online Ads: Outlook for 2007, shows the spend for Real Estate and Credit and Mortgage Services is 27%. That's great for Local Real Estate Search, in its current incarnation, but this platform leaves the other 73% of the Local Business Ad Spend on the table. If only local Real Estate Search could be applied effectively to that other 73%.
If Real Estate Search could reach all homes (like Zillow.com and MapQuest.com), not just the ones for sale (Realtor.com, only Realtor listed homes), this form of Search could solve many of the local search problems faced by the General Search Engines and the Vertical Real Estate Search Engines.
But how can Real Estate Search Marketing solve the problems of Local Search and the home-sale related businesses, besides Real Estate and Mortgage Lenders? All Real Estate is Local and Real Estate Search is the best way to deliver Local Ads.
Presently, Real Estate Search ads are sold to local Realtors and Lenders on keywords and Search Terms like: "Homes For Sale, Anywhere, NY". But, what if Realtors, Lenders and other home-sale related businesses could advertise on any or every one of the Websites of the homes they wanted; and at the stage of the home sale they wanted?
As newspapers and their classified ads transition from print to Internet; Real Estate Advertising is making the same transition. The Internet offers an advertising platform: 24/7/365, interactive, personalized, customized, easily changeable; yet the Internet's most powerful features; Measure-Ability, Target-Ability and Time-Ability; are in their infancy, but have the potential to make the Internet the most effective, efficient and economical platform for local advertising, just as it has for national advertising.
With your Yellow Pages ads fixed once every 12 months, then trashed or recycled; and newsprint classifieds being so close to yesterday's news and today's fish; is it any surprise the Internet is advertising's only growth area? How much of your advertising ends up in your land fill?
Measure-Ability: John Wanamaker said "Half of my advertising is wasted. The problem is I don't know which half." John Wanamaker never met Internet advertising. With pay-per-click (ppc) advertising, you do know, and can easily track your response, or click through rate and your conversion rate. Google is even close to solving the "click fraud" issue.
Target-Ability: One of the potential unparalleled, yet underutilized, abilities of Internet marketing is to identify and target customers. With an effective advertising platform, an advertiser can target down to the individual home or address. What would you get to be able to effectively advertise on the very house you are selling or want to sell? What would you give to be able to advertise on the very kitchen you want to remodel, refurnish or re-appliance? Yes, soon available through the wonders of Real Estate Search Market Targeting.
Time-Ability: The ideal ad not only puts What you want, Where you want, At a price you're willing to pay; but also delivers it When you want it. Keyword-Online ads are so effective because they join content with intent. Businesses get their ads in front of customers searching for their own specific terms and phrases.
Online ads are pretty good now at the What, Where and Price; but they have yet to get their timing down. At present Google's ad programs and the other Internet ad delivery systems deliver ads with keyword/content relevance; but can't deliver ads with timing relevance. We need a new generation of stage of sale sensitive data to deliver optimal time sensitive ads. Enter the world of Temporal Search Marketing.
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