101 Ways to Promote Your Real Estate Web Site: Filled with Proven Internet Marketing Tips, Tools, and Techniques to Draw Real Estate Buyers and Sellers to Your Site (101 Ways series

391 Pages·2008·3.75 MB·English

Increase Your Real Estate Sales Online!

101 Ways to Promote Your
An increasing number of real estate buyers and sellers are making 1
the Web their first destination. So now is the time to stake your This Book and Web Site 0
1
Will Help You: Real Estate
claim in the Internet land rush with an effective and well-promoted
W
• Draw more buyers and sellers to your
Web site. Getting potential customers to visit your Web site rather
Web site a
than those of your competitors can mean thousands of additional • Optimize your site for real estate-specific y
commission dollars in your pocket every month. search engines s
• Learn what techniques work best in the
“Great stuff!
t
online real estate arena o Practical, powerful
In 101 Ways to Promote Your Real Estate Web Site, widely • Make effective marketing use of Web Site tips on growing
newsgroups, mail lists, meta indexes, P
recognized expert Susan Sweeney provides proven promotion sales from your Web
e-zines, Web rings, cybermalls, r site. Get it!”
techniques that help you draw buyers and sellers to your real estate podcasting, blogs, wikis, mobile, o
autoresponders, banner exchange m
Web site. If you deal in either residential or commercial real estate
programs, and more — Randy Gage, author of
as an agent, broker, or firm, this book (and it’s companion Web site) • Leverage the power of e-mail in real o Prosperity Mind
estate sales t
is exactly what you need. Bottom line, it will help you draw more
• Use offline promotion to increase e
buyers and sellers to your Web site and increase your earnings. online traffic
Y
• Use competitors’ sites to your advantage
o
• Develop viral and permission marketing
Each books comes with a password providing access to the campaigns u
• Stay current through the Member’s Only r
companion Web site which keeps you up to date with the latest
Web site R Filled with Proven
changes in the fast-paced online real estate world.
e
Internet Marketing
a
l
Tips, Tools, and
About the Author E
s Techniques to
Susan Sweeney, CA, is a partner in VERB Interactive and a renowned industry expert and consultant on t
a Draw Real Estate
Internet marketing topics. She is the author of other leading books including 101 Ways to Promote Your Web
t
Site, 3G Marketing on the Internet, and the e-business Formula for Success. She has also developed the e Buyers and Sellers

Internet Marketing Boot Camp, seminars, and e-books related to Internet marketing. Besides being a well- W to Your Site
known author, Susan is a C.A.—Chartered Accountant and a C.S.P.—Certified Speaking Professional. She is a
e
frequent speaker on Internet marketing at many conferences, corporate seminars, workshops, and events.
b
Susan lives in Bedford, Nova Scotia.

S
i
t
e

S
$39.95 US ($43.95 Canada) w
Business/Internet e
e
Distributed by Independent Publishers Group (IPG) n
e
y
605 Silverthorn Road
Gulf Breeze, FL 32561
[phone]
Susan Sweeney, C.A.
maxpress.com
101 Ways to Promote
Your Real Estate Web Site
Other Titles of Interest From Maximum Press
Top Internet Business Books
• 101 Ways to Promote Your Web Site
(cid:127) 3G Marketing on the Internet
• Podcasting for Profit
(cid:127) Protecting Your Great Ideas for FREE
(cid:127) 101 Internet Businesses You Can Start From Home
(cid:127) and many more…
For more information go to maxpress.com
or e-mail us at [email protected]
101 Ways to Promote
Your Real Estate Web Site
Filled with Proven Internet Marketing Tips, Tools,
and Techniques to Draw Real Estate Buyers and
Sellers to Your Site
Susan Sweeney
MAXIMUM PRESS
605 Silverthorn Road
Gulf Breeze, FL 32561
[phone]
maxpress.com
Publisher: Jim Hoskins
Production Manager: Gina Cooke
Cover Designer: Lauren Smith
Copyeditor: Ellen Falk
Proofreader: Jacquie Wallace
Indexer: Susan Olason
Printer: P.A. Hutchison
This publication is designed to provide accurate and authoritative information in regard to the sub-
ject matter covered. It is sold with the understanding that the publisher is not engaged in rendering
professional services. If legal, accounting, medical, psychological, or any other expert assistance is
required, the services of a competent professional person should be sought. ADAPTED FROM A
DECLARATION OF PRINCIPLES OF A JOINT COMMITTEE OF THE AMERICAN BAR ASSO-
CIATION AND PUBLISHERS.
Copyright 2008 by Maximum Press.
All rights reserved. Published simultaneously in Canada.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of
the 1976 United States Copyright Act without the permission of the copyright owner is unlawful.
Requests for permission or further information should be addressed to the Permissions Department,
Maximum Press.
Recognizing the importance of preserving what has been written, it is a policy of Maximum Press to
have books of enduring value published in the United States printed on acid-free paper, and we exert
our best efforts to that end.
Library of Congress Cataloging-in-Publication Data
Sweeney, Susan, 1956-
101 ways to promote your real estate web site : filled with proven internet marketing tips, tools,
and techniques to draw real estate buyers and sellers to your site / Susan Sweeney.
p. cm.
ISBN 978-1-931644-63-1
1. Real estate business—Marketing. 2. Internet marketing. 3. Real estate business—United States—
Marketing. 4. Internet marketing—United States. I. Title. II. Title: One hundred one ways to
promote your real estate web site. III. Title: One hundred and one ways to promote your real
estate web site.
HD1375.S945 2008
333.33068’8—dc22
2007045009
Acknowledgements
Many thanks to Stephanie Strathdee, my right hand, for all the help with this
edition of 101 Ways to Promote Your Real Estate Web Site. This book was
definitely a team effort.
Thanks to the very talented Kaitlyn Sweeney for her assistance in research
and her writing contribution.
Thanks to my great friend and fantastic real estate agent Glenys Welsman
of Royal LePage Atlantic for providing me with her preferred real estate re-
sources and for getting me out of the office and onto the golf course on a regu-
lar basis.
Thanks to my great team at Verb Interactive (http://www.verbinteractive.com):
Ed Dorey and Andy MacLellan who have been with me since their university
days, and our whole team of Internet marketing experts.
The Internet is a fascinating and vast publicly accessible resource from which
we can learn a great deal. I’d like to thank all those people who share their infor-
mation so freely on the Net with sites like “WilsonWeb” (www.wilsonweb.com)
by Dr. Ralph Wilson, “SearchEngineWatch” by Danny Sullivan, and newsletters
like “I-Search” by Detlev Johnson.
Many thanks to my large network of experts I know I can always call on to
get the latest scoop on what’s really happening. Joe Mauro of inBox360.com
and Ken Teeter of nTarget.com are always extremely knowledgeable and help-
ful in terms of the ever-changing world of private mail list marketing.
Thanks to Jim Hoskins and Gina Cooke at Maximum Press. This is our
fifteenth book together. It’s always a pleasure to work with you. One of these
days we’re going to have to meet face to face!
Special thanks to my absolutely wonderful husband, Miles, who makes all
things possible. I wouldn’t be able to do what I do if not for you. Also thanks to
our three amazing children—Kaitlyn, Kara, and Andrew—for their love, en-
couragement, and support. Love you more than the last number!
Special thanks to my mom and dad, Olga and Leonard Dooley, for always
being there and for instilling in me the confidence to know that I can do anything
I set my mind to. It’s amazing what can be done when you “know you can.”
Disclaimer
The purchase of computer software or hardware is an important and costly
business decision. While the author and publisher of this book have made rea-
sonable efforts to ensure the accuracy and timeliness of the information con-
tained herein, the author and publisher assume no liability with respect to loss
or damage caused or alleged to be caused by reliance on any information con-
tained herein and disclaim any and all warranties, expressed or implied, as to
the accuracy or reliability of said information.
This book is not intended to replace the manufacturer’s product documen-
tation or personnel in determining the specifications and capabilities of the
products mentioned in this book. The manufacturer’s product documentation
should always be consulted, as the specifications and capabilities of computer
hardware and software products are subject to frequent modification. The reader
is solely responsible for the choice of computer hardware and software. All
configurations and applications of computer hardware and software should be
reviewed with the manufacturer’s representatives prior to choosing or using
any computer hardware and software.
Trademarks
The words contained in this text which are believed to be trademarked, ser-
vice marked, or otherwise to hold proprietary rights have been designated as
such by use of initial capitalization. No attempt has been made to designate as
trademarked or service marked any personal computer words or terms in which
proprietary rights might exist. Inclusion, exclusion, or definition of a word or
term is not intended to affect, or to express judgment upon, the validity of
legal status of any proprietary right which may be claimed for a specific word
or term.
Your “Members Only” Web Site
The online real estate world changes every day. That’s why there is a compan-
ion Web site associated with this book. On this site you will find the latest
news, expanded information, and other resources of interest.
To get into the Web site, go to realestate.maxpress.com. You will be asked
for a password. Type in:
epoxy
and you will then be granted access.
Visit the site often and enjoy the updates and resources with our compli-
ments—and thanks again for buying the book. We ask that you not share the
user ID and password for this site with anyone else.
Susan Sweeney’s Internet Marketing Mail List
You are also invited to join Susan Sweeney’s Internet Marketing Bi-weekly In-
ternet Marketing Tips, Tools, Techniques, and Resources Newsletter at http://
realestate.maxpress.com.
viii 101 Ways To Promote Your Real Estate Web Site (realestate.maxpress.com)
Table of Contents
Chapter 1:
Planning Your Web Site 1
The Fundamentals—Objectives, Target Markets, and Products
and Services ................................................................................... 2
Common Objectives .................................................................. 3
Selling Your Properties or Services Online.......................... 4
Providing Customer Service and Support........................... 4
Providing Location, Property, or Corporate Information... 4
Creating and Establishing Company Identity and
Brand Awareness............................................................ 5
Other Primary Objectives................................................... 5
Other Objectives to Consider Up Front ............................. 5
Designing Your Site to Be Search Engine Friendly ......... 6
Including Repeat Traffic Generators on Your Site.......... 6
Getting Visitors to Recommend Your Site...................... 7
Using Permission Marketing .......................................... 7
Including “Stickiness” Elements .................................... 7
Including Interactive Elements....................................... 8
A Final Word on Objectives............................................... 8
Target Markets........................................................................... 8
Real Estate-Related Products and Services............................... 10
The Fundamentals ........................................................................... 11
Using Competitor Sites to Your Advantage.............................. 11
Storyboarding Your Web Site................................................... 13
Detailed Web Site Planning.............................................. 14
Content Notes.................................................................. 15
Text Notes .......................................................................15
Color Notes ..................................................................... 16
Navigation Notes............................................................. 16
Graphics Notes ................................................................ 18
Visual Notes..................................................................... 19
Other Notes..................................................................... 19
Internet Resources for Chapter 1..................................................... 19
viii
Table of Contents ix
Chapter 2:
Designing Your Site to Be Search Engine Friendly 20
Methodology to Make Your Site Search Engine Friendly................. 21
Understanding Search Engines................................................. 21
Decide Which Search Engines Are Important.......................... 23
Learn the Search Engine Ranking Criteria............................... 24
Keywords Are Critical ..................................................................... 27
Brainstorming, Surveying, and Reviewing Promotional Material..... 28
Review Competing and Industry-Leading Web Sites........................ 29
Assess Your Web Site Traffic Logs ................................................... 30
Keyword Suggestion and Evaluation Tools...................................... 31
Fine-Tuning Your Keyword Phrases......................................... 31
Assign Specific Keywords to Specific Pages.............................. 37
Populate Each Page with the Assigned Keyword Phrase.......... 37
Title Tags—Use Descriptive Page Titles............................ 38
Keywords Meta-Tag......................................................... 39
Description Meta-Tag ...................................................... 41
Alt Tags............................................................................ 41
Hypertext Links............................................................... 42
Domain Name and File Names ........................................ 42
Body Text—Header Tags and Page Copy ................................ 43
Headings—<H1>Header Tags</H1>................................ 43
Page Copy........................................................................ 44
Spamming................................................................................ 45
Quality Guidelines—Basic Principles....................................... 48
Quality Guidelines—Specific Recommendations ..................... 49
Other Important Design Factors...................................................... 50
Frames ..................................................................................... 51
Robots.txt, Meta-Robots Tag .................................................. 52
Clean Code Is King.................................................................. 53
Navigation Techniques............................................................. 53
Revisit Meta-Tag...................................................................... 53
Cascading Style Sheets (CSS).................................................... 53
Dynamic Pages and Special Characters.................................... 54
Splash Pages and the Use of Rich Media.................................. 54
Use of Tables ........................................................................... 55
Custom Error Pages................................................................. 55
Image Maps............................................................................. 56
Optimization for Search Localization...................................... 56
Monitoring Results.......................................................................... 58
Internet Resources for Chapter 2..................................................... 59