WHERE DO YOU PLAN TO ADVERTISE YOUR SERVICES IN 2009

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WHERE DO YOU PLAN TO ADVERTISE YOUR SERVICES IN 2009 - Chapter 3.

A CONTINUING DISCUSSION ABOUT REAL ESTATE INDUSTRY ADVERTISING IN 2009.

Chapter 1 of this series examined the potential value of:

Real estate magazines

TV advertising (Cable)

TV advertising (Local and network stations)

Radio advertising
Chapter 2 of this searies examined other advertising resources.

Newspapers

Internet Pay-Per-Click

Chapter 3 examines:

Internet directories and search engines

INTERNET DIRECTORIES and SEARCH ENGINES - The gentleman on the phone is offering you the very best opportunity for Internet advertising advertising yet invented. First, you must go to their web site and let them lead you through the nose in a step-by-step procedure that produces the desired result, seeing a web site on their directory or search engine. Don't you wish the site you saw was yours??? Of course, you do. However, what this guided tour didn't reveal is that the very search engine or directory on which they offer to take your money to subscribe you for a year is that this very web site, search engine or directory.

My comment to the caller is always the same: "JUST GET OUT OF MY WAY". Without the aggregators, national real estate directories and search engines, all of our web sites would have significantly higher rank in Google searches. A simple search for real estate related keywords will usually produce 5-6 real estate directories or search engines. Where does your web site rank in a search result for your keywords? It's probably below Homes.com, Zillow and others that rely on agents' content, listings, etc.

Of course, if you take the time to research their web site, they will have a PR of "0". They can't explain that.

WHERE DOES THAT SEARCH ENGINE OR DIRECTORY RANK ON GOOGLE??? Since the salesperson has you on the phone and you are on their search engine or directory, you have no opportunity to verify the value of their search engine or web site.

TAKE A DEEP BREATH AND THINK FOR A MINUTE. Have you searched for "web site search engines" or "real estate directories"? If not, do it now before you receive another call from a well trained salesperson offering you something you would love to have, Internet leads for YOUR search terms.

SEARCH FOR "REAL ESTATE DIRECTORIES"and you'll see many that are familiar and many not so familiar. What they will be is real estate directories that have good Google Search Engine Results (SERP).

SEARCH FOR "REAL ESTATE SEARCH ENGINES" and you'll see the top ranked sites for that important search term. Is the web site that the salesman leading you through in the search results for that term? If not, why not?

Real Estate Search Engines (Arming Your Farming)
Tech Crunch
DTHomes

WHAT DO ALL OF THESE DIRECTORIES OR SEARCH ENGINES HAVE IN COMMON? They are competing with you for Internet space. If you have a web site, blog or any combination of the two, you will have to rank above these real estate directories and search engines to be found by a consumer. Except that when your geographical market area term is added to the search, more real estate agents' sites will produce.

MOST INTERNET DIRECTORIES AND SEARCH ENGINES ARE DESIGNED TO SELL ADVERTISING.
MOST INTERNET DIRECTORIES AND SEARCH ENGINES ARE DESIGNED TO SELL ADVERTISING.
MOST INTERNET DIRECTORIES AND SEARCH ENGINES ARE DESIGNED TO SELL ADVERTISING.

Indeed. They have designed their web site to sell Google AdSense ads. Or, they are synidcated with media advertising companies. THEY NEED YOUR SUBSCRIPTION FOR CONTENT. Once you have subscribed for a year, you will pay for a year often without the ability to determine the value.

WHAT ABOUT THE CLAIMS FOR "HITS" BY NATIONAL WEB SITES? SO A WEB SITE GETS A LOT OF "HITS" AND RANKS HIGH ON A NATIONAL SCALE? SO WHAT?

IT'S NOT ABOUT "HITS". So your web site doesn't have a significant market share when compared to Zillow.com, Homes.com, HomeGain.com, ServiceMagic.com, Realtor.com. SO WHAT? Unless you launched your web site to sell advertising space and are using real estate listings or agent/broker information for content, which is why the national sites need us, what difference does it make if your web site doesn't get the hits that Zillow, Homes.com or other content and listing aggregators or advertising sites receive. Are you advertising your services or listings on the Internet to sell real estate or to get "hits" on your web site?

WHAT DIFFERENCE DOES IT MAKE TO YOUR BUSINESS IF YOU DON'T RECEIVE A LOT OF "HITS"? Probably none. Except you will have a Herculean task ahead to rank higher in SERP for popular real estate terms. Fact is, sooner or later, the consumers who search the Internet for keywords and keyword phrases that would show your site on page one will have to wade through a number of non-real estate web sites to get to your and that of your competitors. That makes the Zillow, Homes.com, etc. web sites our competitors. They don't sell real estate and they're not competing for buyers or sellers, but they are competing with us for Internet space.

If you're a real estate agent with homes listed for sale in Columbus Ohio, how does it affect your business when a home seller searches for "home values in Columbus Ohio"and there are about 9 web sites in the Google search results (SERP) that are not practicing real estate agents' or brokers' web sites.

If you're a real estate agent advertising your services on the Internet, how does it affect your business if your web site isn't in Google SERP for the search terms "real estate listings fairfax virginia" and 5 out of the 10 search results are not agent or broker sites.

IT DOESN'T!

What DOES affect your business is when a consumer searches for "real estate in Los Angeles" or "homes for sale in Dallas Texas" or "New Homes in Poinciana Florida" and YOUR WEB SITE SHOWS ON PAGE ONE OF GOOGLE SERP.

The next time you receive a telephone call from a salesperson from a real estate search engine or directory web page who claims to have a partnership with Google to put your keywords on page one, don't believe them. If they had that type of partnership with Google, they wouldn't be cold calling real estate agents trying to sell us leads, keywords, directory placement or search engine placement.

IS THERE ANY VALUE IN DIRECTORIES? When one looks at the number of real estate related search engines and directories, you have to realize that the likelihood of a consumer finding you on a real estate directory on page 10 of Google SERP is remote. That said, don't underestimate the value of a backlink to your web site or blog.

What you don't know is whether or not that directory will actually give you a backlink. Research a directory to determine whether or not the agents included in that directory are receiving backlinks. If not, you're probably not going to get any benefit from the money spent. Many of these directories have "no follow" commands for Googlebot in their source code.

HEY LENN, WHAT'S THE BEST WEB SITE FOR BACKLINKS?

ACTIVERAIN.COM

Courtesy, Lenn Harley, Broker, Homefinders.com, 800-711-7988, E-Mail.

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Posted by Lenn Harley, Real Estate Broker, Virginia & Maryland on 02/11/2009 06:48 AM

Comments (42)

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42 Comments on WHERE DO YOU PLAN TO ADVERTISE YOUR SERVICES IN 2009 - Chapter 3.

FEB

2009

Hi Lenn,

I only do online ads...I used to spend lots of money on magazines and TV but I never saw much if anything from it. I do farm communities with my farm letters that go out on a bimonthly basis.

Lenn,

Sounds like a lot of telephone calls I've had lately with these companies. I do understand that DMOZ is a directory that can help, and its free.

The trick that many of these directories use is a "nofollow" link. It looks like a link on the page, and you can click on it, but the "nofollow" command lets the search engines bypass it. Sneaky.

Rich

Neal. Neal. Local advertising directly to consumers in your area is smart.

Richard. Of course, I referred to it but didn't name it. I forgot. Just added. Thanks.

Lenn, I get these calls weekly. The one I received last week was, "Hi Missy, I work with Google".

That perked my ears up......

He gave me his pitch...

I said now which office do you work in Ann Arbor or Mountain View?

Oh, I don't work FOR Google, I work WITH Google.

Unfortunately, most agents fall for this and sign up. Too bad they aren't only Activerain and can really listen to the words or lack thereof.

Another blog foir the Lenn library....in a former lifetime...I was a media director....former was before the internet....some of what I did for national accounts still applies in marketing theory...the internet is a primary vehichle...I still believe that there is no one medium that works as well as any two...have a prosperous day !

Good gravy Lenn . . .I got way to much to learn . . I don't think my brain is big enough . .LOL

You have put it all out there. I feel sorry for the fools agents who fall for this stuff. They keep bugging me. Thanks but no thanks. This is great information.

Lenn the other thing about the majority of the RE web directories is that the PR of the page they put you on is zero. It is a worthless link. Of course they taught the PR of the main page but most Realtors are not SEO savvy and don't know there is a major difference.

Lenn...

Excellent post as usual. I love to get those calls. I had one yesterday that said that they could put me at the top spot. When I said I'm already number one (organic) she said that I could pay to be listed above MYSELF.

Whaaaaaaat?

I have bookmarked this for reference, thanks for all of the time you invested writing this!

Missy. You are smarter than the average bear. Indeed, they play word games and we need to protect ourselves with knowledge about how the Internet works.

Sally and David. Depends on your target market. Mine is Interent viewers. So.. . . .

Tami. Just keep reading. You don't have to know everything. Just keep feeding ActiveRain and ActiveRain will keep feeding Google.

Richard. You have the same stock answer that I do. They love to flaunt the "#1. Fact is, I am often #1 for search terms and if they would JUST GET OUT OF MY WAY, I'd be #1 on more.

Hi Lenn, Good post. Thanks for sharing.

Best - Sash

Suzanne. I'm sure they get our phone numbers from ActiveRain. Oh well.

Bill. Indeed. Good point. I need to add that. I always look at the PR of their sites.

Sasha. My pleasure.

Somehow I knew you were getting there Lenn. Good information as always. Have a great Wednesday.

Paddy. Sooner or later, I'll get through the list. Sooner or later. This was needed to be a "stand alone" category because of the need.

Lenn - Good information to know. I have a limited knowledge of SERPs and SEO but yet, my knowledge about them is perhaps more. I gave 40 minutes of my time one time and they went on and on about Why I need to be on Page 1. I told them I already know that so let's move on to how they plan to get me there. They showed me ROIs, charts and tables.... After the 40 minutes, I was so expressively mad, I told them since they are of no substance of information, that I would have to cut the conversation right away..... Dead silence. I terminated the call.

I was just so mad that I could feel myself boiling now, just thinking about the 40 minutes I cant ever get back in my life.

I wont ever listen to anyone who calls anymore. If I really wanted SEO help, I will place the call myself. Period.

Lenn,

I appreciate the level of understanding you have about these things. Thanks for blogging. I'm learning.

Mike in Tucson

Loreena. Ah Ha! You discovered their modus operandi, obfuscation and complexity.

Mike. Thanks. I try. It's fun.

Lenn-Your series is an excellent series on marketing for real estate agents on Google and other major seach engines. You always go the extra mile. What I like the best about you is that you are sure of your self, it is like, the proof is in the pudding!

Active Rain will get an agent to the top of SERPS faster than any directory. Although I do find them useful for backlinks depending of course on the competition of other agents. I have had huge success before I found Active Rain in submitting my website to directories and to blog directories that offer link backs. Of course, we have to check to make sure they do not use the no follow tag. Of course, I did not PAY someone to do that for me. I chose the directories myself and submitted my site directly. I still believe that Yahoo directory is well worth the money if you want to get indexed with a brand new site quickly if you don't have the time or the desire to write 10 to 15 blog posts to get you there. You got to pay to play, so that will come in the form of paying with time or paying with money.

Katerina. Agreed. ActiveRain is priceless. Yahoo is fine too but I have developed other strategies for synergy.

Having an Internet strategy is critical.

MOST INTERNET DIRECTORIES AND SEARCH ENGINES ARE DESIGNED TO SELL ADVERTISING - says it all. I counted 22 e-mails today from companies telling me that they can make our website #1.

Ryan. Don't you just love it.

I don't get so much e-mail from them. I guess my spam filters are working. I get telephone calls from them.

Lenn - There is so much info shared on AR on how to improve your SEO, without wasting money on agregators.

I still get a few e-mails, telling me how hard it was to find my website, thus explaining why I need their help to improve my ranking. I toggle between #1 and #4, on page 1. How hard can it be to find me?

Marilyn. I got a message last week from a person that my web site was on page 112 for a search term that was totally unrelated to my web site or market.

GEEZ.

Hi Lenn - I agree with Katerina, your post has always been super informative and you deliver with such great confidence! SEO and GOOGLE are lethal weapon in winning this game! Watch out competition!

I agree that AR is a fantastic way to boost the climb to the top of the SERP's. It was actually too good for me. I started ranking so well for my term "Lethbridge Real Estate" that Google must have decided that because many of my links came from AR (American based) and I had an American IP, that I was an American company and they dumped me off of page 1 of google.ca (which is where I intended to rank). If only they could make those algorithms as smart as humans : ) Thanks for your good info as always!

I had one guy on the phone ask me what "key word" I was using to get onto google, yahoo and msn... Did he really think I was going to tell him? I just left it with "please do not call me again" So I shouldn't hear from him again for 5 years.

Lenn,

I don't listen to the spiel. The minute I hear them talking I go "No thanks, not interested and do not even let them finish."

Lenn - excellent, as always. like everyone else, I get bombarded by calls. Nice to be able to say I got myself where I want to be on Google for my primary keywords, or am still working on it, and it's free. Love what AR does for us on Google.

Jeff

FEB

2009

Lenn - excellent analysis. I'm getting less of the SEO phone calls now and more of the "we have buyers for you" referral servics/networks calls. Let's get to the bottom line quickly: "is there a fee to join/use your service?" then I'm not interested.

Sharon. Indeed. That is a popular opening gambit from the callers. I just tell them that "GEEZ. We can't handle the buyers we have. I can't use any more."

We know they don't have any anyway. If they sign you up, then the fun begins after you pay.

Jeff. Agreed. AR is our lifeline to Google. I did fine before AR, but AR makes it much easier.

Brenda. I listen sometimes. It all depends on the demeaner of the caller. If they're friendly, I just may engage them to listen to their presentation. I have no intention of buying and tell them that right up front. However, I want to know what's going on and they are a good source of info about the competition and these folks ARE competition for Google SERP.

Tammy. Don't hold your breath. I suspect that they'll pass your number to the guy two chairs down.

Liz. Algorithms will never be as smart as humans. Thank goodness.

Eileen. Thanks. I take a lesson in Googlespeak daily. It helps.

Lenn .. you truly amaze me with all your knowledge. I enjoy readibg your posts...thanks for this one.

Rebecca. Thanks. Glad to help.

I too have a lot to learn and try and absorb and utilizie the information that you and all the others share with us. It is trying at times, but none of the advice from your or anyone else on Active RAin has ever failed me... that in itself tells me ALOT! Thank you for this information. I think maybe some of this is finally starting to sink in for me....just a little bit at a time- I might have it all squared away by the time I am 90 - of course then who KNOWS what it will be like! Thanks Lenn - very informative for me. Now I am off to research backlinks!

Valerie. Just go to the Google Webmaster Guidelines. Everything is there. When you get to backlinks, be careful about reciprocal link pages.

FEB

2009

Lenn-I've been following your series here and all of them should have been featured but as quality would have it Congrats your post has been selected as a Bloggers Choice Selection Award Winner! :)

Thanks Midori. I'm working hard and working my way through as time and inspriration permits.

Appreciate the feature. You know I love features.

FEB

2009

Lenn you have expressed with so much more insight, detail and knowledge something I have known already and I love telling those folks when they ask me if I'd like to be at the top of my searches & on "page one of google" I say: I ALREADY AM! FOR FREE...

I want to be found in my market period - not all over the country - I don't care about hits and I'm not selling ad space. I've also learned that people aren't searching for me, but my service and where I serve. I am satisfied with my results.

You are an amazing source of information for us all. Thank you for taking the time to put these together, I can only imagine the time committment involved.

FEB

2009

Lenn-

You truly do a world of good for all at AR! As always, I really enjoy your information!

Congrats!

Passion Rules!

Tom Ferry

Tom. Thanks for the kind words.

Karen. but my service and where I serve. You are absolutely right. Personal promotion went OUT when the Internet came IN

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Lenn Harley, Real Estate Broker, Virginia & Maryland

Leesburg, VA

More about me…

Lenn Harley, Homefinders.com, MD & VA Homes and Real Estate

Address: Lovettsville, Fairfax, Arlington, Alexandria, Stafford, Woodbridge, King George, Fredericksburg, Leesburg in VA., Rockville, Laurel, Columbia, Baltimore, Waldorf, Frederick, Eastern Shore, Bowie, Harford, Annapolis in MD. , Maryland, Virginia

Office Phone: (800) 711-7988

Email Me

Maryland and Virginia real estate agents and brokers serving buyers and sellers with experience. Search listings in Maryland and Northern Virginia and get daily updates of new homes for sale by e-mail. Contact Lenn for a tour of homes. REALTORS available every day for home tours. Homefinders network of experienced agents and brokers includes new home specialists, resale specialists and luxury home experts. We can help you with your home buying needs. Homefinders offers discounted 5% listings for Maryland, Northern Virginia home owners. Experienced agents helping buyers and sellers in the Washington Metro area since 1985.

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