Advanced Internet Marketing Tony Floyd/ John Henager

1. Advanced Internet Marketing Tony Floyd/ John Henager

2. 100 Million Consumers Online Annually For Real Estate 50 million will not buy for 2 years, 20 million will buy within 1 year Real estate was the #1 search category on Google in 2006. “Homes For Sale” produces over 74 million results on Google. 108 million websites – 6% (6.5 million) are Real Estate CAR study - Consumers use the internet for: 75% to identify a specific home they want the agent to show them 66% to get financing info 62% to get neighborhood info 45% to find a real estate firm Consumers prefer email 2 to 1 over the phone 23% want an “instant response” and 21% within 30 minutes. Consumer Website Drivers

3. Specialize In Information That Is Not Generally Available! Consumers expect agents to know the details and be experts in their market. Market generalists with experience are certainly valuable – but not as valuable as market specialists. As more and more information becomes available directly to consumers, your specialized skills and knowledge will be the difference. Develop it and MARKET THE VALUE to your clients! It is OK to specialize in several things. May have several different websites. Specialize, Specialize • You Are Interested In Community A – A Golf Community In North Atlanta • Which Agent Would Interest You More? • Specializing In Real Estate • Specializing In Atlanta Real Estate • Specializing In Golf Communities In North Atlanta • I Am A “Neighborhood Expert” Specializing In Community A

4. Identify the business value driver Describe your unique value Include a “call to action” Selling Your Value Agent B Did You Know?“A specialist in real estate negotiations can save or make clients thousands of dollars and far more than offset the cost of real estate commissions.” Seth Weissman, noted Real Estate attorney, GAR Counsel and author I am a Certified Real Estate Negotiator with over 20 years of experience delivering an incremental 10-20% higher return on investment to my clients. Please contact me at 404-555-1212 or ROI@prudentialga.com to schedule a confidential assessment. Agent A Zillion Dollar Club, King of the Planet Award, …. GRI, CRES, ePro, ABC, 123 Member NAR, GAR, Atlanta Board Certified Skills Negotiator Fine Home Specialist

5. Agent Website Content • Community Listings Button (include PGR + IDX) • Local Community Information • Community Home Valuations (Cyberhome, etc.) • Targeted Newsletters/ Community Report/ Blog • Links To Valuable Sites (Buttons/ Call To Action): • US Census – Quick Facts for Georgia Counties/ Cities: http://quickfacts.census.gov/qfd/states/13/13135.html • Georgia School Report – 2007 Report Card For Parents: http://www.gppf.org/default.asp?pt=doc&doc=reportcard • Great Schools http://www.greatschools.net

6. Play Where Can You Win? Prudential Georgia Realty SEO Strategy Leverage National Partners For Major Key Words (Real Estate, Homes for Sale) Target Regional/ Local Key Words (Atlanta Real Estate, Georgia Real Estate) Pull Thru Agent Sites - Communities, Counties and Generic Markets (Buckhead Real Estate, Fulton County Homes, Atlanta Luxury Homes, Atlanta Foreclosures) Partner With Agents For Specific Niches

7. How Search Works Pay Per Click Pay Per Click 60-80% Clicks Organic Search

8. On The Page Content 5-7 key words per page Meta tags Text versus images Name images Link Building Links Back From Valuable Websites The link itself Press Releases/ Blogs/ E-Newsletters with hyperlinked key words Attend PGR SEO Class For Details Search Engine Optimization

9. What Should Agents Do? Option 1: Advanced Web Marketing - Search Engine Optimization/ Pay Per Click Advertising • Pick Niche Markets and Key Words That You Can Win Option 2: Leverage Your Company Website with Links To Your Listings and Agent Site Everyone Should Leverage Targeted Marketing Campaigns That Drive Consumers To Your Website

10. Search By City, County, Schools, Community/ Neighborhood Search By Specialized Markets – Luxury, New Homes, Second Homes, Foreclosures, Condos and more… Consumers Want Lots of Info Pictures, VTs, etc. Community, Demographic Info Home Valuation Robust mapping such as Google maps are preferred. The “birds eye” view from Microsoft Virtual Earth is preferred when actually viewing the home itself. Property Info Via Search Tools

11. Google Maps

12. Microsoft Virtual Earth

13. Local Market Data Services - OnBoard Customized Agent Reports

14. Community, Schools, Amenities

15. Realtor – The Best! Tax Data + MLS + Title Tax Data + MLS Tax Data Only “Call To Action” To Connect Realtor For Details Property Value Data Onboard Pru-NW PIP Local Realtor Must Add More Value Than Data Available On The Internet!

16. Cyberhomes will be integrated into PrudentialGA.com There will be a landing page that describes property valuation options and provides links to Cyberhomes + a link to connect to an agent for the most accurate home valuation! Cyberhomes

17. Zillow

18. Top Producer

19. Realtor.com Video

20. Summary: Market To Targeted Segments You Can Win! Sell Your Unique Value Versus Lower Service Models and Generalists! Specialize In Information Not Generally Available On The Web – Build Skills For The Future! Consumer Drivers For Websites