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Search Engine Marketing a Hot Topic at the 2007 California Association of REALTORS® Expo
California’s Top REALTORS® Respond Enthusiastically to Magnifi Online Presentation on Search Engine Marketing
October 17, 2007
ANAHEIM, CA – In a sign that California REALTORS® are waking up to the importance of using Search Engine Marketing (SEM) as a tool to generate leads, a presentation on the topic given by Magnifi Online CEO and Founder Kris Hutchinson last Tuesday was met with an overwhelmingly positive response from California’s most accomplished REALTORS®. A capacity crowd gathered for Hutchinson’s SEM presentation and learning session, held during an annual Tech Tuesday forum at the California REALTORS® Expo 2007. The Expo is the largest gathering of California REALTORS®; its Tech Tuesday forum is designed to address the growing technology and digital marketing needs of real estate professionals.
After a general introduction to search engine marketing, Hutchinson’s presentation focused on the relevance of SEM [such as pay-per-click advertising (PPC) on Google AdWords, Yahoo! Search Marketing, MSN adCenter, and other search engines] in the real estate market and offered insight into how REALTORS® can use SEM to drive leads through their websites. Hutchinson then showed how search engine marketing compares to other marketing mediums, and gave REALTORS® in attendance step-by-step instructions on how to start their own SEM campaigns. Following the presentation, Hutchinson and Andie Jones, Director of Client Services, gave free consultations to dozens of interested REALTORS®.
The timeliness of the presentation was critical, as REALTORS® are becoming increasingly aware of the market-changing trends that will transform real estate and their ability to reach target prospective clients who are beginning their property search.
REALTORS® Realizing the Power of Search Engine Marketing
Search is becoming increasingly significant for real estate professionals. While the average consumer is exposed to approximately 1,500 advertisements per day, many of these fall on blind eyes and deaf ears. Consumers, having become increasingly numb to traditional interruption marketing tactics, are more likely than ever to seek out products and services themselves. Recent estimates show that 75% of home buyers are turning to search engines to begin the buying process, with 1 in 4 actually finding their new home on the internet.
An obvious result is that search can no longer be considered a limited use, direct marketing tactic. Instead, it must be recognized as the single most effective & efficient way for marketers to engage a new generation of prospects who are actively researching solutions. Search is the easiest and most direct way for consumers to find solutions, and it is increasingly apparent that all off-line marketing activity (TV advertising, radio advertising, print advertising, direct mail and public relations) ultimately drives audiences to search engines.
An experienced authority in the search marketing arena, Hutchinson has nearly a decade of experience managing campaigns for both big budget advertisers and independent professionals. He not only possesses an intimate knowledge of how search works, but understands the flaws of most traditionally managed search services. With these combined abilities, Hutchinson and his team can provide search engine marketing services that are, quite simply, more customized and client-focused than the competition’s.
