Three important Web marketing techniques not being utilized by the real estate industry

While most real estate companies understand the significance of the web, few are implementing sophisticated traffic generation and website conversion programs.The common flaw in most approaches is the failure to treat traffic efforts and website architecture and design as part of one integrated process.Todays consumer expects instant and relevant information, and that immediacy and relevancy are at the heart of Googles success.An effective web program is one that will pick up on the conversation that Google started, extend it into its own website and provide an equally relevant customer experience. Below are three areas to focus on to facilitate this process: 1) Use Pay-Per-Click Advertisinga) Make ads relevant to the search terms. The first line of your advertisement should be similar to the actual search term instead of being a brand name. For example, if someone searches for homes for sale in St.Petersburg, FL, the first line of your ad should be Homes for sale in St.Petersburg, FL not the name of your real estate company. b) Qualify the people who click on your ads.To increase the number of clicks that turn into sales, make it clear in the second line of your advertisement what your website is about.So, under Homes for sale in Florida, make a note that this is for a real estate company focusing on selling homes in the area.Therefore, people who are clicking on the ad are doing so because they want to buy a home in St.Petersburg,  not because they want to rent a beach house in Miami. c) This idea ties into your Quality Score.Google will assign you a score based on how successful your website is.The more people that bounce back from your website after clicking on your ad, the lower your score is. Keep this high by making it clear what your website is before people click.A high Quality Score will also help to keep the amount you pay-per-click low. d) Dont always bid on expensive, commonly searched keywords.A better idea is to bid on the less expensive, more obscure terms. This way, you can collect a long list of obscure keywords for the same amount of money as a very short list of common terms .People do still search for these keywords and you end up paying less per click then for the more commonly searched ones. 2) Have a Targeted Websitea) Marketing success does not stop at the search engine.Once you get a potential customer to click on your ad, you have to continue that conversation on a successful website. b) Websites should not be passive brochures that expect the customer to sift through all the pages and data for the information they want.Rather, a website should be an active, intelligent salesperson that figures out who a person is and then gives them the most relevant sales pitch.A car salesman wouldnt take a look at a family with 5 kids wearing soccer equipment and say Hi, we have sports cars, coupes, sedans, wagons, minivans, and SUVs. Instead, they would immediately walk over to the minivan section and show the options there. c) The website that appears after someone clicks on an ad must be directly relevant to the search terms.You need to build a website capable of showing that potential client exactly what they are looking for.A successful website is not one that is general and has some relativity to the search terms.Instead, it is specifically targeted to continue the conversation started in the search engine. 3) Use Google Analytics Toolsa) After putting the first two techniques into motion, you have to monitor what is happening on your website. b) Use Google Analytics to analyze your traffic and assess the success of your website.DONT walk away after completing the first two steps. c) Google Analytics gives you the opportunity for continuous refinement of your marketing campaign to ensure quality of prospects as well as cost efficiency in your marketing budget. To sum it all up, the web has a lot to offer in terms of marketing, but it has to be done correctly.Understand how to combine a Google search and a great website into one marketing program, and your campaign is a guaranteed success.Your customers are out there now and they are looking for you.