Real Estate on the Internet.pdf

Wojciech Szymański Real Estate on the Internet Brand Reputation Management in Search Engines as well as Promotion in Internet Search for Real Estate Offices

www.ideo.pl Brand Reputation Management in Search Engines Prosumer = professional consumer Prosumer is more than a consumer. It is a person who has extensive knowledge of the products and services of a favorite brand and shares this knowledge with others. Prosumer is an active consumer who is not just a passive recipient of advertising materials

www.ideo.pl Brand Reputation Management in Search Engines Prosumer = professional consumer The consumer of the 21st century is a daring consumer, conscious of oneself and one’s needs, demanding and curious.

www.ideo.pl Real Estate on the Internet Real Estate on the Internet The results of the IAB AdEx survey conducted for IAB Polska by PwC show that in 2010 the real estate industry generated 6% of Internet advertising expenses, a 60% increase compared to 2009. This industry occupies the 3rd place among the so-called durable goods in terms of Internet expenses.

www.ideo.pl Brand Reputation Management in Search Engines How do customers behave online? 57% of Internet users surveyed left online reviews about products. Each of them did so in a place accessible to many consumers (auction sites, online forums, shopping sites) 78% of Internet users surveyed found information about a product online

www.ideo.pl Brand Reputation Management in Search Engines How do customers behave online? Users aged 25 - 34 are most likely to look for information about products, businesses, and services online According to a survey conducted by Gemius, as many as 76% of respondents reported the Internet as a source of information about real estate listings.

www.ideo.pl Brand Reputation Management in Search Engines How do customers behave online? According to results of the survey "Plans and decisions of Internet users in the process of buying an apartment", 43% of the respondents bought or planned to buy an apartment from the developer. The most important criteria when selecting a developer company are: 94% reliability, 93% promptness and 90% warranty details

www.ideo.pl Brand Reputation Management in Search Engines How do customers behave online?

www.ideo.pl Brand Reputation Management in Search Engines How do customers behave online?

www.ideo.pl Brand Reputation Management in Search Engines How do customers behave online?

www.ideo.pl Brand Reputation Management in Search Engines Statistics All it takes is 10 positive reviews to validate your business or product and confirm the high quality. 3 negative reviews will be enough to change this quality.

www.ideo.pl Brand Reputation Management in Search Engines Internet users looking for feedback …

www.ideo.pl Brand Reputation Management in Search Engines Internet users looking for feedback …

www.ideo.pl Brand Reputation Management in Search Engines Internet users looking for feedback …

www.ideo.pl Brand Reputation Management in Search Engines … and what do they find?

www.ideo.pl Brand Reputation Management in Search Engines … and what do they find?

www.ideo.pl Brand Reputation Management in Search Engines … and what they find?

www.ideo.pl Brand Reputation Management in Search Engines … and what they find?

www.ideo.pl Real Estate on the Internet SERM – Search Engine Reputation Management In the age of prosumers – that is professional consumers who do not believe in marketing messages and seek their own sources of information. Search engine is one of the most important and most popular ones. It is worth to take a look at your search engine reputation.

www.ideo.pl Brand Reputation Management in Search Engines SERM – Search Engine Reputation Management Includes two activities: striving to remove websites with negative information from the top ten links placing on a higher position positive information about the company or a person.

www.ideo.pl Brand Reputation Management in Search Engines Phrases with the highest PR meaning Company name – e.g. ”Maxon” Company name + „feedback” e.g. „maxon feedback” Company name + „real estate” + „feedback” e.g. „maxon real estate feedback”

www.ideo.pl Strategy of action Brand Reputation Management in Search Engines The SERM strategy requires action and strategy planning. They can’t be random and single actions.

www.ideo.pl Strategy of action Brand Reputation Management in Search Engines 1. Own websites, for example: firma-opinie.pl, firma.pl, and thematic websites. 2. Online forums - take care of positive information, including word of mouth marketing 3. Social networks: e.g kafeteria.pl 4. Business cards in professional portals e.g. goldenline.pl

www.ideo.pl Maxon Real Estate Brand Reputation Management in Search Engines Case study Search Ads for the word "real estate warsaw":

www.ideo.pl Maxon Real Estate Brand Reputation Management in Search Engines Search Ads for the word "real estate warsaw": Case study