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Sign into your accountThe NAR Power Broker Roundtable: Search Engine Optimization: the Need, the Quest and the Payoff
August 13 2012
The Power Broker Roundtable is brought to you by the National Association of REALTORS® and Rei Mesa, NAR's Special Liaison for Large Firm Relations. Watch for this column each month, where we address broker issues, concerns and milestones.
Moderator:
Rei Mesa, Special Liaison for Large Firm Relations, NAR, and President/CEO, Prudential Florida Real Estate Services
Participants:
- Jennifer Marchetti, VP, Better Homes & Gardens Real Estate, Parsippany, N.J.
- Helen Hanna Casey, President, Howard Hanna Real Estate Services, Pittsburgh, Pa.
- Chris Kelly, Gen. Counsel, Reece & Nichols Real Estate, Kansas City, Mo.
Rei Mesa: According to the National Association of REALTORS® (NAR's) 2011 Profile of Home Buyers and Sellers, 35 percent of all buyers and 40 percent of repeat buyers are starting their home search online. That's approximately double the number of those who begin the search by contacting an agent. The big question is: when consumers do search online, what brokerages pop up first? In this new age of search engine optimization (SEO), how can you tell how well your efforts in that direction are paying off in hits—or closed business? Jennifer, you specialize in Internet marketing strategies for Better Homes and Gardens Real Estate. How important is it today?
Jennifer Marchetti: You might compare it to how important it is to have prime shelf space at the supermarket. Unless committed to a certain brand, the average consumer will reach for the box at eye level. So getting your brand out where the customer will see it first can be critical.