Successful Internet Marketing Campaign

I recently had a listing for a client down on the Texas Coast.  The property was a very niche resort property that catered to hunters/fishers.  It was an empty home lot and the developer still had lots of their own to sell.  So, with the current market and the uniqueness of the property, I knew that the best chance to sell the property would be to grab the attention of someone who was already familiar with the development and already looking in that area.  There was no way we were going to be able to out-market the developer.  So since my seller was willing to sell at a great price, I went with an almost strictly internet marketing campaign.  I immediately setup a property-specific website for the listing.  I then wrote about it as well as my broker.  Since I was trying to rank the site for pretty specific keywords and didn’t have much competition, the site started to rank very quickly on Google, it was third on the list.  I made sure to make the title of the page mention that we were selling below developer’s cost.  So when someone searched for our keywords, they immediately saw in Google’s results that we had a lot for sale in the area they were looking for and at a better price.  Well, within a few weeks, I got a call from someone who said he had been looking for a lot in that area and came across my site and decided to give me a call.  Within 30 minutes we had struck a deal and three weeks later we closed.  It was a win-win for everybody.

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60 Comments

  1. putting together a small SEO campaign and posting homes on a site is a great tool. this way you are typically gonna get responses from those who are very interested since they see all the pics and details right there. also, by targeting for specific keywords it makes it a solid list of leads instead of those fishing around. no pun intended 🙂

  2. Braxton, that’s phenomenal! I’m glad that you and Bramlett crafted this experiment. When we have a unique situation as this in the future, we will be sure to employ these same tactics. Bravo.

  3. When you narrow down your keywords and really target something very unique, you will almost always be onto a winner. Someone somewhere will find this specifically optimized website/webpage. It just goes to show that you dont have to spend lots of money to advertise a property to it’s fullest whilst maintaining a high conversion ratio. Hit the nail on the head with the keywords and people will find you, don’t be too broad!

  4. Braxton,

    That’s amazing! What inspired the idea to use SEO to advertise the property?
    I completely understand the idea of finding the key ideas and sell points to use
    and then targeting a specific audience. I find it clever to use SEO as a means
    to an end. In this case, it sounds like it turned out great for you. And I’m sure
    registering the domain was easy. Nice.

  5. Braxton,

    This is a very effective tool. I have used wordpress to also build some single property sites. You should check out the various tools available for creating slide shows…

  6. Great work on the experiment. Thinking outside of the box is fundamental to our business. We have a lot of different markets with different MLS systems. This is a great solution.

  7. Great idea! Putting together an SEO campaign for a single property is the such a smart thing to do. Its amazingly targeted, and has to be fairly easy to rank well on Google. As you found, the keywords cannot be that competitive. Nice work for sure.

  8. That is encouraging to here a good seo campaign. We do seo here in Cincinnati and have had some good results. I guess it just depends on who is running the campaign and how.

  9. It surely beats paying for ads in the newspaper that you may or may not get any calls from – the internet is great if you know what youre doing. Great story!

  10. Excellent for you and the client. As this worked out simply and effectively you will most definately be on the rollodex of the person for whom you sold the property which has the potential for future leads. A realtor who is both creative and effective is a rare and wonderful thing. We, this week, purchased a house through a like minded realtor in central Florida. Fabulous 3200sq ft 4 bedroom with office, 3 bath 3 car garage concrete block home built in 2004, went from listing to contract in under 3 hours by calling us first. Deposit in escrow and closed in 7 days, we purchased with cash in hand for less than $25 per sq ft.

  11. Great work on the internet campaign. I try to do things like that for my unique properties as well. I think I have 3 old property websites that all rank for Cedar City Horse Properties. Anyways great work and let me know if you have any other ideas.

  12. Taking it all in. All my investment properties are unique really, and all over the UK. What happens to your property specifiic blog after? Can you use its already hard fought for rank again. I deal in UK pubs for sale so key words would be the same I suppose?

  13. 3 keys- a A specialized property with limited, but specific, appeal. The lack of keyword competiton allows you to rank quickly- and last, Google loves exact match, so your Title/description drew your exact buyer. Good story, good to connect

  14. Way to go! Figuring out all this website stuff doesn’t take a brain surgeon. Just some time and common sense.
    Sure beats wasting your time in the paper!

  15. Yep putting up a site for a single listing can work like a charm! It gives you the ability to go after better targeted keywords for that property instead of trying to optimize your site for location. Oh and by the way, I love the blog… keep it up! Thanks.

  16. Thinking outside of the box is fundamental to our business. We have a lot of different markets with different MLS systems. This is a great solution.

    antalya

  17. In this day and age, Internet Marketing is going to be the key to success for realtors. The days of networking strictly in person are over. To outdo other realtors in your area you have to learn and apply such techniques as you did to sell the property quickly. Congratulations on your success.

  18. if you really serous about keywords, you will almost be a winner. If you properly optimize your website you don’t have to spend lots of money to advertise a property to it’s fullest whilst maintaining a high conversion ratio. Optimize your website for target keywords and people will find you!

  19. I’m always looking for ways to improve my internet marketing. Thanks for sharing your successful example! Keywords are so critical and it is a HUGE bonus when you can monopolize on the less used search terms.

    My husband and I have been looking for some land in a VERY SPECIFIC area of Illinois. I often type the area in the google search to just see if someone is promoting something that I am not aware of. Great idea for any property, really – but especially when you have something specific and unique!

  20. Internet marketing is the wave of the future. Millions of home buyers are looking to the internet to start the process. just use googles keyword tool and make blog posts with those keywords. Right now it’s easy money!

  21. With the development of private property ownership, real estate has become a major area of business, commonly referred to as commercial real estate. Purchasing real estate requires a significant investment, and each parcel of land has unique characteristics, so the real estate industry has evolved into several distinct fields and this Internet Marketing Campaign is really appreciating.Thanks.

  22. The conflict of interest that developers have when it comes to re-sales is not often discussed. The problem is compounded where we operate – Central America – because there is no MLS. So re-sales often don’t get any exposure at all. Real estate agents like to keep their relationship with the developer on a good footing so may not always be that motivated either. Often the only option a re-seller has is to do the marketing work themselves. The approach you mentioned in your post makes a great deal of sense.

  23. I’m Interesting view point.Engel & Voelkers California Engel & Völkers is one of the leading European real estate companies. There brand is known for serving exclusive property buyers and sellers with a worldwide standardized system.

  24. I like your method. It was very focused and targeted marketing and therefore a lot easier to get ranked quickly in Google. In our Tampa property management company, we do a lot of SEO stuff to rank our website but I haven’t tried it to sell properties. I will have to give it a try.

  25. Without a doubt, internet marketing for Realtors has got to be a part of your campaign. I have heard statistics as high as 80% of all home buyers start their search on the internet.

  26. Hey Braxton,

    This is a great idea, but one that is quickly becoming saturated if you have to compete with developers. I would highly suggest you look into Facebook as a marketing tool. Imaging targetting everyone over the age of 30 within 200 miles of that area with an ad that says “We know you like hunting… Why not buy a place to do it?” The clicks are crazy cheap, though, not free like much of your SEO effort was.

    Congrats on the successful internet marketing campaign.

  27. Nice post thank you. SEO done wisely really helps to real estate businesses. I think SEO with the combination of Social Networking and Social Bookmarking creates remarkable results. What do you think? Before jump into SEO, I think the one should have detailed SEO plan in order to achieve desired results.

  28. I work hard with SEO and keyword for every property I have for sale. The title and description is your internet advert. If you also put some intern links from similarly properties can you get it up on the first page on Google very easy. In Sweden starts over 95% of all sale by internet.

  29. Great post! I agree on you, same thing with what I’m doing right now with my real estate websites. Since that I’m competing locally with just basic SEO like bookmarking, site directory submission, forum etc., added with well-written descriptions on every pages and proper tags and you will see in about a month or two you’ll be on the top of Google search engine search results pages.

  30. We’ve just started this for each listing and have found that more than anything is provides us greater exposure for leads. Really a great way to gain more niche traffic on the internet while providing a value added service to a client. Thanks for sharing your experience.

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