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The Successful Marketing Campaign Results Produced by Successful Campaigns
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The Author The author of this website, Glenn Weilbacher, is the founder and CEO of an eight year old Internet marketing agency that specializes in the on-line marketing of real estate. In 1998 he was a pioneer in search engine optimization and a leader in on-line lead generation. Many of his clients are among the top 5% of Realtors on the Internet. These Realtors have each personally achieved sales in excess of fifteen million dollars annually from the Internet. For the past eight years GAW has managed Internet marketing for more than 150 Realtors Nationwide. The relationships with each of these Realtors spanned years and many of the current clients have been with GAW for more than five years. As a part of managing the Realtors on-line marketing GAW constantly monitored the productivity of the websites they created. They tracked the visitor traffic, identified the keyword phrases people used to find the websites and monitored the volume of leads produced by each site. With feedback from each client GAW recorded the number of transactions and also took note of comments from the Realtors. The volume of data collected is very considerable. Today GAW can perceive benchmark points in the progressive refinement of the marketing strategies and tactics that were employed. GAW was optimizing for the search engines and creating link popularity in 1998. By 2000 they had collected enough data to perceive differences in the results based upon the keyword phrases people were using. Certain phrases produced a higher quality site visitor. They also learned that the narrative content and photos could make a big difference in capturing the interest of the visitors and in compelling them to contact the Realtor. There was content that had little or no impact and other elements that had a major effect. While GAW was learning about the on-line marketing elements they were also learning about the behavior of the Internet home buyer. By seeing how website visitors reacted to different content in the sites they were able to develop a profile of the home buyer. They ultimately developed multiple profiles that related to certain definable differences in the home buyer. So, they had profiles of the luxury home buyer and the new home buyer as well as the first time buyer and the "specialty" buyer. This knowledge allowed GAW to further refine the marketing for their clients. They were able to progressively raise the average transaction value of sales generated from the Internet. They increased the conversion rate between visitor traffic and leads. They created websites targeted for upscale and luxury home buyers as well as sites targeted for niche markets such as vacation homes, waterfront homes and for golfers. Today, as Glenn assembles the information in this website he is drawing on the experience of eight years of daily emersion in on line real estate marketing. This information is the cumulative result of experiences from Realtors in 39 states across the country. Of Realtors in large and small markets as well as in markets varying from Florida retirement communities to the markets in Chicago, New York City and Los Angeles. He has experience with luxury home websites promoting multi-million dollar properties and other sites selling $80K condos. He has clients in the Bahamas and has had clients in Alaska. With each of his long term clients he built close relationships in which he gathered a knowledge of the Realtors on-line experiences. The knowledge in this website is the cumulative result of this eight years of activity.
GAW
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