If you've never used Google as part of your overall marketing campaign, then it's time you do. Over the years, Google has transformed into more than just a search engine for finding the latest sports scores or what the weather will be like next week. Nowadays, you can buy much of your traditional media through Google, including radio and television spots. And, as new means of advertising become popular -- like marketing on our cell phones, which is just around the corner -- it's likely that Google will lead the way there too.
But, because most of us don't have time to become Google experts (and that's what is required, because things change at warp speed), I recommend hiring one. Hiring a skilled Google expert is probably the best investment you can make. And it's an investment that should be made, considering the Internet drives 80 to 90 percent of all real estate sales despite being allocated only 2 percent of the average marketing budget.
Let me give you an example of how Google marketing can pay off: We did a final report for a client called Waterside, the largest condo conversion project in America at the time with 917 units. Our marketing plan focused on getting unique 1-800 numbers and unique URLs, and here's what we found out about the last thousand leads we received.
Our price-per-lead was $660 from all our traditional printing -- even with great copywriting and messaging targeting the right market. Our online cost-per-lead was in the $100 range. But out of all our online advertising, the least expensive -- and most valuable -- investment was Google. It cost $13 per lead. Now, let me ask you, would you rather pay $600 dollars or $13 dollars per lead? Sure, the $600 cost might make you feel good because you'll see a big photo of your project in a major newspaper, and you can show it to your friends. But, in the end, you'd be paying 25 times more for those leads than if you were advertising on Google.
Here are some important things you need to know about what Google can do for you:
- Traditional marketing pieces that sync with your website can be particularly effective. For example, a postcard is the least expensive direct mail piece you can send -- and it's even better when that postcard addresses a client by name (Sally, for example) and include a specific call to action: "Want to see if you've won a weekend in the Florida Keys? Log on to: www.atripforsally.com". Once Sally logs on to this unique URL, a salesperson can be notified and can contact her within hours to inquire about her interest in your project.
- Do you know what the single biggest online resource is for selling real estate? Craigslist -- and it's free. If you've never posted a Craigslist ad, even with photos, it takes about 10 minutes to do it. It's worth familiarizing yourself with Craigslist as well as other social networking sites, like Facebook, MySpace and others. So, when salespeople in your center aren't busy, this is an important thing they could be doing -- building an online ad and online community for free.
To learn more about using Google and other online marketing initiatives in your real estate sales campaign, download my eBook. For a limited time, I'm offering a special discount for my readers.
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