My websites were usually in #1 Google position when searching for the keywords I was optimizing, such as Orland Park real estate. I was able to impress sellers at listing appointments by using those keywords to do a real-time Google search at their property. I can no longer pull this one off.
Now the first organic search results are Trulia, Homes.com & Realtor.com followed by the local listings and then either Zillow or me (once in a while another site will show up). These are sites that I constantly work on, send anchor text links to and add content to on an ongoing basis. I have an indexable IDX and I can't imagine that other sites have all of the local information my sites have. I have Google authorship on the sites I can do that on.
Is PPC For Me?
My first marketing conversation I had with my partner/husband this year was that we need to pay for PPC if we want to make it back to the top. I've studied it and I'm going to test different landing pages. I roll my eyes when I see other local agents sending people to their home page with their photo but no quick search or listings for the particular keywords. I know I can do better.
I was thinking about getting a new website through the lead generating sites where they create a great landing site/IDX that generates lots of leads. But there is usually a cost for the website on top of the ongoing PPC. I can create my own landing pages using a couple of different resources, including my own websites. So that's where I'm going to start. I already get leads on my website daily, but I'm sure it could be better if I were higher up in the serps. In my best year (2007) over 50% of my clients came from my websites.
Recently Dropped Showcase Realtor.com Listings
When I had my own account I was up to $3,000 annually with R.com. Then my brokerage decided to offer it to us at no extra charge so I dropped my personal account. We had it running for a good 3 years or more when they decided it wasn't a good ROI. In all the years I had the upgrade, I got one client that purchased my own listing in a dual agency transaction. When you add it all up, it didn't cover the fees I paid myself for the years I had my own account.
I was a little upset when my brokerage first dropped it but I can easily delete it from my listing presentation. I have never had one seller request a Showcase Listing. If someone did, I'd have my script ready. I always offered it as something extra that most agents didn't use. Now I dazzle sellers with my single property websites.
I Still Can't See Myself Spending Money on T & Z or Homes.com
I try using their free offerings, but I hate the thought of paying money for the leads on listings other agents and I have given to them. That is why it's so difficult to compete with them and their deep pockets.
I've heard mixed reviews on spending for upgrades on these websites. Some people keep it up while others feel they've wasted money. My broker told me he tried to get a percentage of the village our office is located in and nothing was left. I'm trying to center my business on 3 towns: where my office is located, a town that borders it and the border town I live in. I don't want to pay for any other towns. I'd rather spend my dollars on PPC that I have control over and can blame myself if I'm not getting leads.
The free leads I've received from these websites are mainly buyers wanting to rent or rent-with-option and are expecting me to contact all the listings for sale to see if one of those sellers will change their minds. Sorry, if they're not listed for rent I don't have time to make hundreds of phone calls to find a rental. I've also received leads of "buyers" that can't get financing but want to put $4,000 down and get seller financing. Good luck with that! The free leads have been less than zero impressive.
For Now, I'll Use What I Have And Do My Own PPC
When I think of the pitiful return on what I spent on R.com I shouldn't feel bad about spending money on PPC. It's just that until now I didn't have to since I was #1 or the top 3. We have to change with the times. I don't feel too bad as a real estate seo guru I was introduced to many years ago and always had his website at #1 position in Google is also below the fold now.
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