Monday Musings: How Much of The Internet Is Fake?

By
Services for Real Estate Pros with Napa Consultants

In our tech feed this morning from Recode.com, this headline caught my attention, "How Much of The Internet Is Fake?" Recently the Justice department indicted eight people accused of  'fleecing advertisers of $36 million in two of the largest digital ad-fraud operations ever uncovered. Digital advertisers tend to want two things: people to look at their ads and “premium” websites — i.e., established and legitimate publications — on which to host them." 

 

They fooled advertisers into believing that their ads were appearing on legitimate sites. In addition they used bots to imitate humans with so called fake clicks, fake websites, and fake social media accounts coming from ghost websites designed for bot traffic.

 

Author, Max Read, points out that 40% of the Internet is fake, and the metrics from various advertisers like Facebook.    "According to an exhaustive list at MarketingLand, over the past two years Facebook has admitted to misreporting the reach of posts on Facebook Pages (in two different ways), the rate at which viewers complete ad videos, the average time spent reading its “Instant Articles,” the amount of referral traffic from Facebook to external websites, the number of views that videos received via Facebook’s mobile site, and the number of video views in Instant Articles."

 

I hope you take the time to read this article, especially if you are thinking of putting ads on line.  If not, I think Mr. Read sums it up beautifully:

 

What’s gone from the internet, after all, isn’t “truth,” but trust: the sense that the people and things we encounter are what they represent themselves to be. Years of metrics-driven growth, lucrative manipulative systems, and unregulated platform marketplaces, have created an environment where it makes more sense to be fake online — to be disingenuous and cynical, to lie and cheat, to misrepresent and distort — than it does to be real."

 

Our advice to all real estate marketing professionals is marketing face to face. We often cite our own example of taking two people to lunch which resulted in 5 clients, at the cost of $160. 

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Patricia Feager, MBA, CRS, GRI,MRP Data on the internet for research is suspect for us too, especially on pages with ads that are obviously paid for.  This is about the fact that the ads that people pay $$$to have it appear on places like Vogue, or the Economist are put on sites that are copies of real sites, and powered by bots.  They get clicks galore have fake SEO numbers, etc. 

And what amuses me most is that many real estate agents and brokerages tout the numbers of clicks and leads they get.  Whenever I question the real $$$ of their traffic, it is not enough to support anyone for a month...Crazy?  A

Jan 08, 2019 08:14 AM #14
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Thank you for the feature.  I hope this encourages our community to read this, instead of going into the land of those who wear blindfolds and wonder how they got cheated.  A

Jan 08, 2019 08:16 AM #15
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib sadly, it is fueled by those who want to increase their bottom line.  They worry about reporting profits to the stockholders and will do what it takes.  There is a general feeling of "Who cares about ethics, when we are talking about money!"  Thank you for the link.  A

Jan 08, 2019 08:19 AM #16
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I enjoyed reading it, and SalesForce is a quite the force.  A man after our own heart who does what he enjoys doing and defies the norm...sort of describes our MO.  A

Jan 08, 2019 08:22 AM #17
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray We agree, and we definitely do our homework before engaging. A

Jan 08, 2019 08:23 AM #18
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander Trust is the one of those things that money cannot buy.  It is the fundamental block of relationships, what makes them and what breaks them.  We have a few people we trust unconditionally.  A

Jan 08, 2019 08:25 AM #19
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley it is wise of you, we just do not bother with FB anymore.  I know the positive aspects of it, but the negative is something we are not willing to live with.  A

Jan 08, 2019 08:28 AM #20
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian England some can be trusted, but I understand your position.  A

Jan 08, 2019 08:31 AM #21
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs Truth, Justice and the American way?  Trust is one of the most fragile entities (so to speak), yet it is the most important quality in relationships, and if you trust yourself (where it all begins) you have a chance. A

Jan 08, 2019 08:34 AM #22
Rainmaker
1,686,208
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

I still believe that real estate is a relationship business, so face-to-face coffees, lunches, enjoying a sport together (hiking for me) are a better use of my time and money than spending it on the internet. 

Jan 09, 2019 06:46 PM #23
Rainer
13,360
David Smith
Brokers Guild Classic - Lakewood, CO
Residential and Commercial Broker

I read it online, it has to be true?!  As for online advertising, proof is in the pudding, if you are seeing a return proceed, if not, well...

Jan 09, 2019 08:19 PM #24
Rainmaker
1,462,438
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

My younger son would appreciate this post - he says the entire Internet is fake. Not real. Could disappear at any moment (and he wouldn't miss it).

As for the issue of trust: As many here know, I offer prospecting letters on my site. Every now and then someone either sends me an email or calls on the phone just to see if I'm for real before they make a purchase. I don't blame them, and I'm always glad to chat for a while.

Jan 09, 2019 09:27 PM #25
Ambassador
2,924,241
Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

I found this blog post to be chilling and that it gives me Trust issues. It's not something I haven't heard before Alexandra...

Jan 10, 2019 05:05 AM #26
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Paul S. Henderson, REALTOR®, CRS It is chilling and unerving.  I think for those who are smart, we are seeing a return to print.  At least you know where your ad is, you see it.  One of our clients use print marketing as a way to get listings.  Her marketplace is so happy to see that, and first thing they say, I like the way your market.  It is tangible.  A

Jan 10, 2019 06:59 AM #27
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Marte Cliff It is possible the numbers are higher than the 40%.  Google sends clicks and bots to all those who pay them, and that is one way some of the aggregators of listing hold #1 positions on sites.  When I am researching, I go beyond page 3, those who have written real papers, real research....that are gems back there.  It reminds me when I used to spend time in the University's library stacks to find Info for my papers.  A

Jan 10, 2019 07:02 AM #28
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

David Smith you make an excellent point.  Thank you  for your comment. A

Jan 10, 2019 07:02 AM #29
Rainmaker
4,099,537
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lottie Kendall we heartily agree.  I just referred a listing to one of our clients.  This situation needed a kind loving human who understood a situation that was bordering on insanity...A

Jan 10, 2019 07:04 AM #30
Rainmaker
1,686,208
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

Ron and Alexandra Seigel - referring a client to an agent/lender/stager who is the best fit for that particular person/situation is the way to go when we wish success for all.

Jan 10, 2019 08:17 AM #31
Ambassador
1,536,118
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

Facebook lost me awhile back, 2016 to be exact. One needs critical thinking to sort through the mess.

Jan 12, 2019 06:26 PM #32
Rainmaker
947,857
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

I guess I hadn't read that article about those indicted!  Wow!  It's sad that anyone would go to that extreme.  I'd like to think that anything is possible on the internet, but it's up to the scrutinizing public to discern the difference.  It's sad that a "few" have created a false sense about the internet and truthful advertising.

Jan 14, 2019 06:32 PM #33
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