X
                        RISMedia's ACE
Search
Exact matches only
Search in title
Search in content
Search in comments
Search in excerpt
Filter by Custom Post Type
{ "homeurl": "http://rismedia.com/", "resultstype": "vertical", "resultsposition": "hover", "itemscount": 4, "imagewidth": 70, "imageheight": 70, "resultitemheight": "auto", "showauthor": 0, "showdate": 0, "showdescription": 1, "charcount": 3, "noresultstext": "No results!", "didyoumeantext": "Did you mean:", "defaultImage": "http://rismedia.com/wp-content/plugins/ajax-search-pro/img/default.jpg", "highlight": 0, "highlightwholewords": 1, "openToBlank": 0, "scrollToResults": 0, "resultareaclickable": 1, "autocomplete": { "enabled": 1, "googleOnly": 1, "lang": "en", "mobile": 1 }, "triggerontype": 1, "triggeronclick": 1, "triggeronreturn": 1, "triggerOnFacetChange": 1, "trigger": { "delay": 300, "autocomplete_delay": 310 }, "overridewpdefault": 0, "override_method": "post", "redirectonclick": 0, "redirectClickTo": "results_page", "redirect_on_enter": 0, "redirectEnterTo": "results_page", "redirect_url": "?s={phrase}", "settingsimagepos": "left", "settingsVisible": 0, "hresulthidedesc": "0", "prescontainerheight": "400px", "pshowsubtitle": "0", "pshowdesc": "1", "closeOnDocClick": 1, "iifNoImage": "description", "iiRows": 2, "iiGutter": 5, "iitemsWidth": 200, "iitemsHeight": 200, "iishowOverlay": 1, "iiblurOverlay": 1, "iihideContent": 1, "loaderLocation": "auto", "analytics": 0, "analyticsString": "", "show_more": { "url": "?s={phrase}", "action": "ajax" }, "mobile": { "trigger_on_type": 1, "trigger_on_click": 1, "hide_keyboard": 0 }, "compact": { "enabled": 1, "width": "200px", "closeOnMagnifier": 1, "closeOnDocument": 0, "position": "fixed", "overlay": 0 }, "animations": { "pc": { "settings": { "anim" : "fadedrop", "dur" : 300 }, "results" : { "anim" : "fadedrop", "dur" : 300 }, "items" : "fadeInDown" }, "mob": { "settings": { "anim" : "fadedrop", "dur" : 300 }, "results" : { "anim" : "fadedrop", "dur" : 300 }, "items" : "voidanim" } }, "autop": { "state": "disabled", "phrase": "", "count": 10 } }
Select Page

Planning and implementing online branding for your real estate company is complicated. You need to do it right and within budget, but do you know how to determine your Internet marketing ROI?

If you’re struggling to determine the baseline from which to measure your Internet marketing ROI, the following breakdown will help you determine the metrics you should use in your online branding programs.

Driving Traffic to Your Website

You do this through an integrated online branding strategy that includes blogging, social media, syndication, etc. But how much should you spend on each of these areas?

• Can you justify a full-time salary, benefits, etc., to have a person do nothing but drive Internet traffic to your website through blogging and social media activities? Or should you outsource the work? You used to spend your marketing budget in the newspaper and real estate magazines. How did you know what to spend and what your return was?

• How do you know what return you are getting from your syndication investments? However great it sounds that your listings get in front of as many eyeballs as possible, you still need to be able to justify those investments.

• Do you know what each lead that comes into your company is worth? This information will help you get a handle on how much you can justify spending on driving those leads.

Engaging Online Visitors

How much should you spend developing your website? If you do a good job driving traffic, you need to ensure that traffic is staying on your site and not bouncing out to a competitor’s site.

• What kind of user features do you have on your website, and do they enhance your Internet marketing ROI? Is your user interface strong enough to truly engage your visitors and convert them into prospective clients?

• What kind of technology tools should you provide your agents? Do those tools ease the business transaction while saving your agents money? How do those tools help keep the consumer on your site?

• Can you tie all this together and determine what each transaction is worth? This enables you to accurately budget for website development and online branding. Developing a real estate website that engages consumers will ultimately pay for itself by increasing your online lead conversion rate.

Internet Leads: Responding to Website Traffic

While lead management and customer care is critical to your sales pipeline, how do you determine your budget for timely and efficient lead response?

• Have you calculated the value of your Internet leads to determine the potential upside you have in this area?
• Do you know what happens to Internet inquiries once they are submitted?
• Have you calculated the negative impact that not responding promptly to an Internet lead has on your brand’s reputation in the market?

Each of these issues should be analyzed in depth in order to truly understand what your Internet marketing ROI is.

Your business operates in a culture where almost 90 percent of consumers start their home search online. Social media is prevalent, and your consumers are sophisticated; they expect an immediate response to their online inquiries. An overwhelming number of people say they will most likely do business with the first firm that responds to them. The real estate transaction has been commoditized; companies that deliver a great experience for both consumers and agents will have the advantage in their market. Completely understanding how your online branding affects your business is critical to your future success.

Position yourself to be a leader by understanding how to make the correct investments in technology and strategy that will truly make your website—and all the activities surrounding it—a profit center.

Jose Perez is the founder and chief visionary of PCMS Consulting. PCMS provides innovative solutions leading brokerages require to enhance their market position and profitability. For more information, please visit www.pcmsconsulting.com or email jperez@pcmsconsulting.com.


Buying/Selling Consumer Luxury National Spotlights
Different houses on stacks of golden coins, bunch of keys and calculator isolated on white background
Market Conditions Improve Chances of Rate Hike, Says Yellen

In a recent speech at Jackson Hole, Federal Reserve Chairwoman Janet...

Past Due Rubber Stamped onto a mortgage document
FHA Streamlines Process to Help Delinquent Homeowners Stay in Homes

The Federal Housing Administration (FHA) recently announced new procedures to strengthen...

Milwaukee - city panorama seen from the north side.
2016 Home Sales Increasing Twice as Fast in Counties with Low Hazard Risk

The recently released ATTOM Data Solutions 2016 U.S. Natural Hazard Housing...

Agent Broker Coaching Lead Gen Teams
pathsuc
Looking Back on the Path to Success

When Morgan Carey launched Real Estate Webmasters (REW) in April 2004...

Holding house keys on house shaped keychain in front of a new home
Stepping into the Residential Arena

In the following interview, Paul Kenny and Matt Bogue of Engel...

Handshake of a two businesswomen after closed deal
Recruiting and Retaining in Today’s World

“Times are changing” is a phrase that’s been uttered by countless...

Agent Best Practices Branding Broker Niche
Brand Branding Copyright Trademark Marketing Concept
Enhancing Your Online Brand in 4 Simple Steps

Increasing online visibility through strengthening your brand is something that many...

Digital composite of businesswoman touching interface with profile pictures
Four Tips to Fuel Your Online Presence

Social media is a prime way to both connect with potential...

Hispanic family with laptop at home smiling
Back-to-School Marketing Ideas

As families gear up to send the kids back to school,...

Agent Apps/Gadgets Best Practices Broker Innovation
financial stock price
5 Ways Big Data Is Changing Real Estate

Every facet of the business world has been radically changed by...

Computer keyboard with loupe concept
Maximizing Exposure with Unique, Interactive Domains

When it comes to finding your target audience, proper listing exposure...

Silhouette of business people moving and joining pieces of jigsaw puzzle on a business and stock market  blue background, with charts, diagrams, world maps and data arranged on grid and tables. World maps showing continents and countries with economy data and growth diagrams. Light glowing from the center. Copy space on bottom.
PNC Offers Online Business Insights, Webinars and Tools for Agents

Looking for the latest real estate industry information, education and networking...

Business Insights Content Generation Marketing Trends
Pinterest_Group_Boards
The Best Pinterest Group Boards for Real Estate Agents

If you are a real estate agent who has a blog...

Nizhnevartovsk, Russia - June 12, 2013: Man hand holding iPhone 5 with Instagram App. iPhone is product Apple Inc. Instagram is an online photo-sharing and social networking service.
Visual Storytelling: Tips for Mastering the Art of Instagram

Creating and implementing a consistent social media strategy is vital for...

"Paris, France - May 27, 2012: Instagram logo on Apple iPhone display"
Instagram Is Open for Business—Find Out What This Means for Real Estate

Last week, Instagram released some major updates that could create a...

Buying/Selling For Your Clients Home Improvement How-To Lifestyle
A carefree young girl annoying the passenger infront by pushing his seat.
How to Deal with Someone Invading Your Space on a Plane

(TNS)—Q: You’re seated on a plane next to a person who...

US Marine Female Soldier at Home with Real Estate Paperwork.
Home Loans for Veterans: Everything You Need to Know

(TNS)—If you or your spouse has served in the military or...

Cheerful teenager girl with earphones doing homework on sofa at home
Pros and Cons: Buying a Property for a College Student

There’s no way around it, supporting a college student can be...

manhattan
RISMedia’s CEO Exchange

RISMedia’s 2016 Real Estate CEO Exchange September 13 & 14, 2016...

Capital Building, Washington
RISMedia’s Power Broker Forum at the NAR REALTORS® Legislative Meetings & Trade Expo

RISMedia’s Power Broker Forum at the REALTORS® Legislative Meetings & Trade Expo...

PB-annual
RISMedia’s Power Broker Forum, Reception & Dinner – Annual

RISMedia Power Broker Events 2016 Orlando, Fla. Friday, November 4, 2016...