With more to-do's on your "technology plate" than ever before, the number of Internet marketing technologies may seem too overwhelming to consider: Websites, IDX, PPC, blogs, social networking sites, and lead capturing, to name a few. The good news is that these technologies provide you -- the REALTOR® -- with more opportunities then ever to maximize your marketing dollars. Better yet, you don't have to learn them all at once, and you are completely free to decide which technology or combination of technologies is right for you.

In this article, I lead you through the process of assessing your Internet marketing readiness and then introduce you to some of the more promising Internet marketing technologies.

Take Your Pulse

One of the worst ways you can start marketing on the Internet is to forge ahead without a plan. Most Realtors who take this approach end up with an unfocused program that has no punch. Before you get started, answer the following questions:

1. Do you have the necessary time to put into Internet marketing?

2. Are you the right person to be managing your own Internet marketing or are you more valuable to yourself or your team by investing your time elsewhere?

3. With the shift from traditional advertising to online mechanisms, should you consider hiring someone to manage new media?

4. What types of Internet media make the most sense for your business?

5. What mix will best serve your sales and marketing goals?

The first three questions will help you determine your Internet marketing readiness and whether you have the time, personnel, and expertise to manage an effective Internet marketing program. If you determine that you are lacking in any of these areas, you have three options:

• Hire the personnel and talent you need.

• Partner with someone who can fill the gaps – perhaps an agent who is more skilled and passionate about these technologies.

• Learn the technologies yourself – which is usually not the wisest option, financially speaking, for agents who should be spending more time working directly with clients

To answer the second two questions, you first need to know the basics of the various options at your disposal. The rest of this article will get you up to speed in a hurry, so you can more effectively match the available technologies to your sales and marketing needs.

Websites

In the not so distant past, websites were the only option for those who wanted to establish a presence on the Internet, and are still a fairly useful tool when managed properly. Some of the key benefits they offer are the following:

• Websites are fairly stable, so people always know where to find you.

• Your website can function as your business card and brochure all rolled into one.

• Once you set it up, a website is fairly easy to maintain... assuming you don't want to change the design or the content too often.

Some of the newer Web-based tools, however, have made websites a less attractive option than they once were. Here are some of the limitations inherent in traditional websites:

• Websites are not entirely conducive to visitor interaction. Websites are good at presenting information but do not allow users to interact by adding their own content to the site.

• Updating a website or customizing its design requires specialize knowledge and skills and is relatively time consuming.

• Because adding fresh content can be such a chore, websites often become stagnant and may not attract the attention of search engines to the degree that other web-based marketing tools might.

Bottom line: Having a website is excellent, but freshen it up every now and then and use it in conjunction with one or more Web-based tools, such as a blog, that encourage visitor interaction and make it easier to add fresh content.

IDX/Lead Capture Systems

In today's market, most people searching for real estate want to perform their own research prior to connecting with a REALTOR®. This is where IDX (Internet Data eXchange) websites come in. Here's what you need to know about IDX websites:

• IDX provides an MLS search portal and lead capture system.

• Opportunities to have an IDX site vary depending on your MLS area. You may not be allowed to operate your own IDX websites, in which case, you need to utilize your Broker's site. You can easily find out the rules by contacting your local board authority.

• IDX is most valuable as a lead generation tool. It draws visitors who are interested in buying or selling a home in your area, so you have an opportunity to "meet and greet" prospective clients, gather leads, and collect contact information.

• For those of you who do not have access to your own IDX system, you may need to implement some other online lead generation system. Many websites offer form captures for things such as home values, email listing alerts, e-newsletters, etc.

• A website or blog without a lead capture system will not help you to generate Internet leads. Your Web presence will still reinforce your brand, but without the capacity to gather leads online.

Bottom line: An IDX is a great way to attract prospective home buyers and sellers, but alone it will not give your site a high search engine profile. To accomplish this, it's a good idea to combine a blog with your IDX system.

Blogs

Short for Web log, a blog is an online publication of a person's or businesses thoughts, experiences, and insights presented in reverse chronological order that allows visitors to respond to each post with their own comments. Blogs are one of the most powerful Internet marketing tools for the following reasons:

• Blogs are dynamic websites. Publishing fresh content to a blog is as simple as typing into an online form and then clicking a "publish" button.

• Blogs encourage visitor interaction. People who visit your blog can post comments, and your blog can create a community feel in no time at all.

• Fresh content, posted by both you and your visitors, makes your site much more attractive to search engines, which reward fresh content.

• You can connect with prospective clients more directly.

• Blogging enables you to establish yourself online as the real estate expert in your area and as a trustworthy REALTOR®. And, as we all know, trust sells.

Although blogging is a one of the best tools for establishing a positive Internet presence and attracting the attention of search engines, it does have one potential drawback. You must be committed to adding fresh content at least twice a week and following up with some visitors who post comments. If you are not committed to offering regular and fresh value-added content, your competitors will win the search engine game.

Bottom line: You should be blogging, but ideally, you should also combine your blog with an IDX or lead capture system.

PPC (Pay Per Click) Advertising

If you ever searched for something on Google, Yahoo, MSN, or most other Internet search sites, you have seen PPC (Pay Per Click) advertising. The clickable ads that typically appear at the top or to the right of the search results are PPC ads. If you click the ad, the person who placed the ad has to pay. Typically, the higher the position of the ad, the more the person has to pay. In some markets, Realtors pay as much as $10 per click for competitive terms.

As you might imagine, this can become quite costly, especially if some joker decides to click your ad a bunch of times just for the heck of it. However, PPC can actually be very effective if you use it for the right purpose. In general, you don't want to use it just to draw people to your website's home page. A more effective use is to design very specific landing pages where visitors are encouraged to leave their contact information in exchange for something of value – such as access to searchable listings (this is where an IDX system can come in handy), or a free gift.

Bottom line: PPC is a short-tail solution, meaning it is effective at targeting the masses through generic terms – masses who may not know much about what they want just yet. Don't waste your money to simply attract people to a generic home page.

Social Networking

As a real estate agent, you are well aware of the marketing power of networking – gathering leads through your existing contacts. Relatively recently, several Web-based tools have been developed to encourage networking (officially referred to as social networking) on the Internet.

Some of the more traditional and "generic" social networks include MySpace (www.myspace.com), Facebook (www.facebook.com), and Friendster (www.friendster.com). Some social networks, like LinkedIn (www.linkedin.com) and Plaxo (www.plaxo.com), provide professional networking opportunities for advancing (or changing) one's career. More and more companies are launching their own social networks, such as Disney XD (disney.go.com/dxd/) and Toyota Prius (www.toyota.com/hybrids).

Bottom line: Social networking, like traditional networking, can help you expand your circle of influence and your address book and lead to valuable connections. However, as is also true of traditional networking, social networking requires effort in contacting new people and establishing lasting relationships. If you don't have time to follow up with people in a social network and you don't have a blog to which you can refer your connections for accessing fresh content, then social networking can become little more than another waste of time.

The Bottom Bottom Line

Despite the growing list of new online marketing tools, your job is the same as it ever has been. An effective sales and marketing program requires planning, time, effort, and follow through. If you understand what each medium can help you achieve and put together the right combination for your needs, your potential for success in online real estate marketing is boundless!

Published: March 31, 2008

Use of this article without permission is a violation of federal copyright laws.

Once dubbed by TIME Magazine "the best-selling REALTOR® in America," Ralph R. Roberts, CRS, GRI is an award-winning and internationally recognized real estate agent, author, coach, and speaker. Throughout his career, Ralph has proven his commitment to helping other real estate and sales professionals build upon their past and present success, grow and expand their businesses, and provide a rich and rewarding future for themselves, their customers, their employees, and their families. As president and CEO of Ralph Roberts Realty, Ralph has personally helped thousands of consumers realize their dream of homeownership. While selling over 10,000 homes (and buying and selling over 3,000 investment properties) throughout his 30-year career, Ralph has made the time to mentor and coach hundreds of professionals in real estate, sales, and a host of other fields. Ralph is a recognized authority on Real Estate and Mortgage Fraud; Residential Real Estate; Personal Salesmanship; and, Sales Force and Office Management, Motivation, and Design. Ralph's numerous websites, blogs, seminars, and speaking engagements engage, entertain, and educate both consumers and professionals. Ralph is also an accomplished author with several successful titles to his credit, including: Power Teams: The Complete Guide to Building and Managing a Winning Real Estate Agent Team Mortgage Myths: 77 Secrets That Will Save You Thousands on Home Financing (John Wiley & Sons) Foreclosure Self-Defense For Dummies (John Wiley & Sons) Protect Yourself from Real Estate and Mortgage Fraud: Preserving the American Dream of Homeownership (Kaplan) Foreclosure Investing For Dummies (John Wiley & Sons) Advanced Selling For Dummies (John Wiley & Sons) Flipping Houses For Dummies (John Wiley & Sons) Walk Like a Giant, Sell Like a Madman (HarperCollins) Real Wealth by Investing in Real Estate (Prentice Hall/Penguin Group) Sell it Yourself (Adams Media) 52 Weeks of Sales Success (HarperCollins) To learn more about Ralph, visit AboutRalph.com or check out his daily insights on real estate and mortgage fraud prevention at FlippingFrenzy.com. You can reach Ralph at RalphRoberts@RalphRoberts.com or by calling (586) 751-0000.