Real Estate Marketing SEO Blog

The Real Estate Brand

A new report put out by the Kelsey Group says that the the differences of brand and direct are blurred online..Source http://publications.mediapost.com

"By 2009, it may be more difficult to distinguish awareness advertising from directional advertising, as digital advertising platforms expand and lines between these forms of advertising blur," states the report, titled "Global Directional Media Forecast."

It says that search marketing, has caused the blur.

The report said that many businesses equate rank with brand equity.

In its forecast, Kelsey also predicts that the global market for digital directional advertising--online business directories, local search, and wireless directories--will reach about $10 billion in 2009, up from an estimated 2.8 billion last year.

Local search, in particular, is expected to skyrocket. In the United States, local search spending is expected to leap to 3.38 billion in 2009, from an estimated 162 million last year and a predicted 418 million this year. Internet Yellow Pages will grow from an estimated 478 million last year to 576 million this year and 1.331 billion in 2009, predicts The Kelsey Group.

Few industries are as competitive online like real estate.

I have always maintained that while your competitor attempts the brand equity thing, you should capture leads, and build brand on the back end once you have made a friend thru your offerings.

Search Affect on Branding

The report, titled "Internet Search Brand Effectiveness Research," studied the impact of search and contextual text ads on an array of brand metrics, including aided brand awareness, unaided brand awareness, brand image association and purchase intent.

For the search listing results, when respondents were asked to name a specific leading brand within a tested industry, they were 27% more likely to name the brand displayed in the top search result spot than those in a control group who were not exposed to the ad.

This is just more proof that Top Natural/Organic positioning and Sponsored Search results benefit your brand.