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Lead generation has long been one of the most challenging parts of the real estate industry. Sourcing new clients can be time-consuming and expensive. Search marketing has provided new light and new hope for an industry. This new marketing channel provides an incremental approach to a field that has been historically plagued by high-cost print and media advertising campaigns.

Under the new real estate pay-per-click model, realtors and real estate companies pay only for completed clicks to their website. In other words, traffic and exposure are guaranteed before any money is paid. This provides security and comfort for some knowing that they’re guaranteed website traffic for the dollars they spent. Having said that though, the ability to convert this traffic into buyers and sellers is the tough part.

Basically, it works like this. Realtors buy keywords and terms that want to be found for. They can also specify which local market(s) they want to target based on the origin of the search. Once they set up a given campaign, their ads will show up on the Google search and content networks. The contextual ads are meant to be viewed by potential real estate buyers and sellers. A phone call or an e-mail from a prospective client can be considered a conversion. This is where the ROI is achieved.

In terms of real estate search engine optimization (SEO), this is the process whereby realtors make changes to their existing website structure and content in order to improve their search rankings on Google and other search engines. Linking is also a big factor. Implementation and execution take a bit longer than pay-per-click, but free, qualified traffic can be achieved with a relatively low budget. In other words, optimized websites can attract highly targeted leads at no cost.

Whether it be pay-per-click or search engine optimization, search marketing is here to stay in the real estate realm. Never before has there been a more effective and cost-efficient source of prospective leads and qualified customers. Any online real estate marketing campaign would be silly to ignore these lucrative marketing channels. For this reason, real estate search marketing should form the basis of any diversified online strategy.

About CMAEON
CMAEON is a world leader in online real estate marketing and lead generation solutions. Their web-based real estate software is used by many large real estate corporations and organizations, connecting prospective buyers and sellers through innovative marketing technologies.