During a recent speaking engagement focused on real estate marketing, I was asked a question about the role of advertising in the real estate development industry. Had it gone away? What really mattered? Many of the audience’s questions had been focused on marketing effectiveness and driving customers from the ad to the showroom. I think the room shuddered when I said that I thought there was still a real need for brand building in real estate marketing. Everyone is so focused on direct ROI on their marketing investment that they cannot see the need to build their brand with the appropriate target markets for their product (property). The result? Less distinction. Less product knowledge. Less sizzle and buzz for the property. One cannot live on direct marketing metrics alone.
Posts Tagged ‘ROI’
Synergize Your Search Marketing
With limited budgets, high expectations, and short timelines, marketers are increasingly looking toward online channels to build their brands, acquire and retain customers, reduce costs, and capture any remaining trickle of available revenue the recession hasn’t evaporated. The quest for the best online investment of the precious marketing dollar often leads to search marketing and is met with confusion. What is more effective: optimization (SEO) or paid search (PPC)? The answer is simple: Yes.
There is no doubt that a well-optimized website and a dedicated effort to continually manage and expand the effort yields results. High natural or organic rankings can produce almost magical results; but a #1 organic ranking in Google, the holy grail of search marketing, is nearly as difficult to achieve as the one sought by Indiana Jones in Raiders of the Lost Ark, to say nothing of the effort to keep it.
