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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.

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Does anyone remember the old EF Hutton TV commercials? Dead silence. People watch attentively as someone mutters, "EF Hutton thinks...". The tag line was "When EF Hutton talks, people listen".

Well, those were the good old days of TV and trusted investment advisors. It's a different world now for more than a few reasons – the global meltdown, Bernie Madoff, and the Internet flooded with information, to name a few. A recent "Economist" article referred to our time as the "Data Deluge".

The subject of how to get "people to listen" on the web beyond all the noise has recently become the subject of many questions I have received. So, here is my answer in as much brevity as I can muster (considering the question is like trying to put cliff notes around "War & Peace" while trying to keep all the nuances and meaning)…

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