Posted by: realestatewebtrainer | February 3, 2011

Direct Translation of Marketing into Internet Marketing may fail you

The Real Estate business requires a different kind of branding online than it does in your local markets.

This sounds like a confusing concept, but if you think about it long enough it starts to make sense; let’s look at an example.

A Real Estate Broker friend of mine, Greg Bennett, has an office in Beaufort South Carolina and as you can see from the picture he is well branded – as people drive around the town of Beaufort they will see his office sign or his For Sale Signs around town.

EXIT Realty of Beaufort

The point I will make is the following:

He does not need to mention the City in his Signage and everyone will deduce that he is in Beaufort South Carolina!

In others words, once buyers are in Beaufort South Carolina and they see a sign that mentions Real Estate or Realty they do not need the name of the market to do business with you!

I know I know, you think I am being dense… Your Physical Local Marketing does not require the mentioning of your Local Market for everyone seeing it in your local marketing to deduce that you do business locally.

This is an important idea because if you try to translate this onto the internet you may fail; in fact the brand should come 2nd NOT first.

On the Internet consumers are Looking for solutions in Markets of their choosing – they do not seek the brand first; I know this annoys a lot of Brokers and Marketers; they wish that the same work they do for their local marketing would translate directly into the work they do online; and it rarely does!

Here are some remarks:

1. Translative Marketing driven by Brand tends to fail on the Internet.

2. Internet Marketing in Real Estate is driven by localized markets NOT by Brand. PS: when I say Brand I am including your name, the name of your company, etc…

3. On the Internet people are looking for what you do NOT who you are. Who you are matters but in connection with what you do NOT your Brand.

4. Look at your localized marketing and Signage and “Internet Translate” it by shifting to talking about the Market and where you do business rather than the name of your company first.

Here is the Website for the Same Broker and you will notice – the Market comes first, the Brand comes Second!

Beaufort SC Real Estate

These are some thoughts that you ought to consider as you grow your Real Estate SEO and Internet Marketing!

Happy Blogging 🙂 – Key Yessaad, Real Estate Internet Strategist


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