Generating Leads: Why Wouldn't This Work?

By
Services for Real Estate Pros with API Network

A was brainstorming with a friend recently about lead generation and she was contemplating on which search terms to put more money. She had tried up'ing her daily spend, but all she was getting was more clicks, not more business.

Google and Yahoo are now the Yellow Pages. (I still can't believe they print and deliver those big books) If today Google and the rest dropped you from their database it would not be unreasonable to freak-out until that problem was fixed.

It certainly does make sense to pay for leads, but paying for the wrong clicks will drain the ad budget and you'll end up with people who maybe will view your home page for two seconds, then bounce.

Sidebar: If you want to experiment with your pay per click ROI, here's a handy form from metamend.com

Clicks are great.  Traffic is a must.  But you want relevant traffic otherwise, it's like going to the bar to find a wedding cake.  Imagine if the bar owner had to pay for the person to get to the bar, only to learn a tall cake was the only thing on his mind.

Ok, everyone knows what seach term relavance is. Enough enough.

Before I get to the brainstormy part, I want to contrast what people are currently paying for clicks in Ann Arbor.  Here are some numbers I compiled by viewing the source code of three reasonably well established agents in this area, then combined it with current market value of their search terms.  (I made up some of those headings, like TSL and SPM, but they are real numbers ... see below for definitions)

What are people paying for clicks in Ann Arbor?

Someone willing to pay almost $12 per click on the search term "ann arbor home" -- is it any wonder that Google opened today at $348.99 is currently up $5.13‎?

If you're a baker, to catch the person looking for a wedding cake, it's better to go hang out where they sell Better Bride magazines. Waiting at the bar might work, but it will take a lot longer for a click to convert to a lead.

Now for the brainstormy part

As a real estate agent, you want to know when people are moving, so why not cozy-up with a moving/ transport company?  Not everyone will have an agent when they begin getting moving quotes, and if they're new to the area, your well designed website will still be of value to them.  Maybe they're renting while they look or this could just be your chance to meet someone new in the area to expand your circle of influence.

When they get there, they may need a friend

I called this company to ask if they would entertain such an idea and the owner seemed very open to it.

The relationship could be one of simple banner exchange, destination city specific targeted ads, or the purchasing of email addresses. (Currently they don't sell their data, but my hunch is that nobody has ever made them an offer)

So am I missing something?  What's the downside to this?

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Rainer
14,209
The Hartanov Team
Prudential Ca Realty - San Clemente, CA

Your friend probably has the clicks landing on her home page.. a sure way to waste money as it is not a relavant page to the click through.

The banner exchange is a great idea and it does drive traffic. We have done this for years with numerous related sites in our community, but we have it as a one way link banner to us.  We also have specific community terms that link to that community page(s) that have homes listed for sale. It adds content to the other site and has benefit of a one way link and visitors to our pages for us. A win-win!  Find a way to get an exclusive arrangement and all the better.

Mar 31, 2009 04:24 AM #1
Rainer
39,527
Patrick Schutte
Flex Realty - Prescott, AZ
REALTOR

Thanks for the ideas!  I'll work on the local banner exchanges...

:) PS

Mar 31, 2009 05:06 AM #2
Rainmaker
1,040,568
Charles McDonald
Charlottesville Real Estate Solutions - Charlottesville, VA
REALTORĀ®, Blogger, Principal BrokerĀ®, Owner

Have not seen you on AR for some time

hope all is well

your friend in Charlottesville

Sep 14, 2010 06:41 AM #3
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