My basic marketing premise is it doesn't matter how attractive or persuading an
advertisement is, if the right prospective buyers don't see it, it simply won't
produce results.
In today's environment, Sarasota home buyers are so inundated with
advertisements for products that they find ways to block almost every form of
traditional marketing. For television ads there's TiVo, for radio ads there's Sirius
satellite, for e-mail there's spam filtering, and for print ads, there's the old
recycling bin and the whole "Green" issue. Traditional advertising focuses on
creating a general interest, which is fine if you are selling groceries, but takes a
huge risk in not reaching the right type of home buyers and tenants.
Rather than relying on traditional marketing to the masses of people trying to
block it out, I specialize in inbound marketing, making sure my listings are found
by qualified buyers specifically looking for similar properties. I have perfected
inbound marketing by intensifying and optimizing my internet presence for
specific key words for buyers searching for Sarasota-area property.
Search program analytics enable me to quickly identify the types of buyers who
are looking for your property, their geographic location, and the internet search
terms they are using. Mining this information allows me to create an online
marketing campaign for your property that will attract the right prospective buyers
from day one of your listing.
In today's fast-paced world I recognize that home buyers expect immediate
response to property inquiries. Two examples of this are my "Chat Live" feature,
and Skype, which is hugely popular abroad.
advertisement is, if the right prospective buyers don't see it, it simply won't
produce results.
In today's environment, Sarasota home buyers are so inundated with
advertisements for products that they find ways to block almost every form of
traditional marketing. For television ads there's TiVo, for radio ads there's Sirius
satellite, for e-mail there's spam filtering, and for print ads, there's the old
recycling bin and the whole "Green" issue. Traditional advertising focuses on
creating a general interest, which is fine if you are selling groceries, but takes a
huge risk in not reaching the right type of home buyers and tenants.
Rather than relying on traditional marketing to the masses of people trying to
block it out, I specialize in inbound marketing, making sure my listings are found
by qualified buyers specifically looking for similar properties. I have perfected
inbound marketing by intensifying and optimizing my internet presence for
specific key words for buyers searching for Sarasota-area property.
Search program analytics enable me to quickly identify the types of buyers who
are looking for your property, their geographic location, and the internet search
terms they are using. Mining this information allows me to create an online
marketing campaign for your property that will attract the right prospective buyers
from day one of your listing.
In today's fast-paced world I recognize that home buyers expect immediate
response to property inquiries. Two examples of this are my "Chat Live" feature,
and Skype, which is hugely popular abroad.
My website offers the latest technology in Sarasota real estate searches. Over
90% of home buyers search for their next property on the internet. My search
tools anticipate likely buyer search terms for property in our area based on
Google Analytics, while my mapping tools are the best available. Not only can
your property easily be found, buyers can also find the nearest schools, grocery
stores, banks and restaurants all only one click away. Visitors can save their
search criteria, favorite listings, and even receive updates about new
Sarasota-area MLS listings and price changes within 15 minutes of the time the
information updates.
90% of home buyers search for their next property on the internet. My search
tools anticipate likely buyer search terms for property in our area based on
Google Analytics, while my mapping tools are the best available. Not only can
your property easily be found, buyers can also find the nearest schools, grocery
stores, banks and restaurants all only one click away. Visitors can save their
search criteria, favorite listings, and even receive updates about new
Sarasota-area MLS listings and price changes within 15 minutes of the time the
information updates.
I won't use this space to educate my competitors about this highly important,
burgeoning area of real estate marketing. I place your property in front of people
who want to see what I'm talking about, what I'm doing, or what I'm selling.
These contacts are what create word of mouth in today's real estate sales
environment, instead of trying to force non-interested and non-qualified potential
buyers into viewing your property through traditional marketing methods.
burgeoning area of real estate marketing. I place your property in front of people
who want to see what I'm talking about, what I'm doing, or what I'm selling.
These contacts are what create word of mouth in today's real estate sales
environment, instead of trying to force non-interested and non-qualified potential
buyers into viewing your property through traditional marketing methods.
There will always be some home buyers who respond best to traditional
marketing techniques, like open houses, post cards, or newspaper ads. It's
telling when a major direct mailing company thinks a 2% response is a good
return on investment.
Today, I believe most of this type of marketing of the past is simply a waste of
time and money. Efforts like agent caravans, catered broker lunches, email to
other real estate agents, print ads in magazines and Homes and Land, look
good in a marketing plan. These efforts may produce a lot of "activity" with agents
through your door, but in the end likely will not produce the desired end result: an
actual qualified buyer with a contract.
Our "luxury leader" continues to do all the old school marketing and in fairness,
does do it's share of online and social marketing as well. It's effectiveness is
questionable.
A recent analysis I conducted showed this company was responsible for
inventory price reductions of over $60 million in just one week. It's clear that even
for the largest companies, old school advertising combined with an incorrect
approach to internet and social marketing does not bring tangible value to the
home seller.
marketing techniques, like open houses, post cards, or newspaper ads. It's
telling when a major direct mailing company thinks a 2% response is a good
return on investment.
Today, I believe most of this type of marketing of the past is simply a waste of
time and money. Efforts like agent caravans, catered broker lunches, email to
other real estate agents, print ads in magazines and Homes and Land, look
good in a marketing plan. These efforts may produce a lot of "activity" with agents
through your door, but in the end likely will not produce the desired end result: an
actual qualified buyer with a contract.
Our "luxury leader" continues to do all the old school marketing and in fairness,
does do it's share of online and social marketing as well. It's effectiveness is
questionable.
A recent analysis I conducted showed this company was responsible for
inventory price reductions of over $60 million in just one week. It's clear that even
for the largest companies, old school advertising combined with an incorrect
approach to internet and social marketing does not bring tangible value to the
home seller.
In the age of YouTube, are you as surprised as I am about the lack of agents
using video to showcase their client's homes for sale on the web?
In 2009, the National Association of Realtors did a survey of home buyers and
found that 74% searched for real estate video online when searching for
property, but less than 1% of Realtors provided it. In the Sarasota area, I believe
that it is far less than 1%, it's positively microscopic.
Please visit my Virtual Walk-Through page to see how I highlight homes for sale
through the use of video. Why is this so important? For one, it differentiates your
home online from competing properties, and secondly, Google owns YouTube.
The optimized web page I create for your property when I list it for sale will more
likely come up higher in Google searches for property in your area.
using video to showcase their client's homes for sale on the web?
In 2009, the National Association of Realtors did a survey of home buyers and
found that 74% searched for real estate video online when searching for
property, but less than 1% of Realtors provided it. In the Sarasota area, I believe
that it is far less than 1%, it's positively microscopic.
Please visit my Virtual Walk-Through page to see how I highlight homes for sale
through the use of video. Why is this so important? For one, it differentiates your
home online from competing properties, and secondly, Google owns YouTube.
The optimized web page I create for your property when I list it for sale will more
likely come up higher in Google searches for property in your area.
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