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Local Online Advertising
Google Enters The Lead Generation Business and Real Estate Markets
Google is taking an active and direct role in the lead generation business and real estate market and this is obviously going to be bad news for major lead generation services and real estate sites. LendingTree, which provides customers with conditional loan offers and contact information, real-estate lead aggregators Zillows and Trulias and other suppliers of pre-verified leads most likely have to compete directly with Google in the future.
Real Estate
Google's been working on several new features to existing products that focus solely on the real estate market and they are continuing to make improvements that will help these real estate businesses connect with people who are looking for real estate property and mortgages. As Google continues to add more real estate functionality it is edging closer to being a full-fledged real estate search engine.
Google Maps
Last year Google made real estate listings more prominent inside Google Maps. There are several ways users can now search for real estate properties. They can start the search directly from the Google Real Estate Listings home page or they can pull up real estate listings from any search done in Google Maps by clicking the "More" button at the top right hand side of the map and selecting "Real Estate." They can also perform search queries directly on Google Map's main page. In this case Google Maps will bring up a search function box that is tailored to targeted real estate search, including options for rent or sale, number of bedrooms and bathrooms, square footage, and the ability to set up a price scale that is in line with what the user is looking for. Users can find commercial as well as residential results.
Search results will show on the map, in the familiar red "pins", what Google finds to be the most relevant results, as well as other red circles that represent any other listings in the area displayed on the map. Clicking any of the pins or circles will bring up a small info window with more information on the property. Users can then click on "More Info" to bring up a Place Page with even more detailed information, as well as photos of the property.
Property owners that have property for sale or rent, be it residential or commercial, and want to use Google Maps to sell their property need to understand how Google imports real estate information. There are two important sources that they're using to populate Google Maps with real estate information. The first method is crawling, where Google finds property listings on real estate websites, that it is using to populate the listings on Google Maps. The second method is through a data feed of real estate property information that is fed directly into Google Base. The latter method gives property owners more control over how the real estate information that is uploaded appears in Google Maps. Any property owner who has properties for sale should check Google Maps to see if their property has been crawled and indexed properly. If not they should seriously consider setting up a property data feed in Google Base.
Comparison Ads
Adwords Comparison Ads improve the ad experience on Google.com by letting users specify exactly what they are looking for and helping them quickly compare side-by-side, multiple relevant offers served by the Google Adwords advertising network.
Once users have found the property they are looking to buy, Google is also offering up new options for mortgages as well. A search for mortgages on Google will pull up a sponsored listing for their new Comparison Ads product. From here users can choose from a variety of options in order to compare mortgage rates from a range of companies. This isn't limited to buying new property - the Comparison Ad engine works also for those users who are looking to refinance as well.
Once users find an offer that matches their specific needs, they can either call the advertiser directly or request a quote. If a quote is requested, Google automatically anonymizes the user's phone number and sends a unique code that can use to contact the user. Advertisers only pay when a user calls the phone number that is listed on the offer or fills out a contact form to request a quote.
Google hasn't completely rolled out the Comparison Ads product yet. It's only available in certain states and only open to a limited amount of advertisers right now. However, as they continue to perfect the engine, look for Comparison Ads to be more widely available.
New Technology
Recently Google has registered a patent claim for a new technology that potentially could be used to serve 3-dimensional, panoramic real estate ads onto maps and other web pages when users are searching geographic regions. The new technology would enable Google to replace or "augment" geographic views of properties with enhanced advertising features that could transform the way people search and evaluate real estate.
The lead aggregation business and real estate market are huge new revenue opportunities for Google to tap into. As Google has been putting a lot of effort in rolling out new options for real estate property advertisers and users, they can be sure that real estate will continue to be a major part of new developments in the future.
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Past Presentations
128 Business Expo 2009
Friday, October 9, 2009 - 12:00 noon
Westin-Waltham Hotel
Waltham, Massachusetts
"Twitter and Blogging for Business"
Presenter: Louise Rijk
Click here to play the video
Middlesex Savings Bank Business Success Seminars
Thursday, June 18, 2009 - 7:30AM
Crowne Plaza Hotel,
1360 Worcester Street, (Rt 9), Natick, MA
"Using Internet Marketing to Build Your Business"
Presenter: Louise Rijk
Click here to play the video
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
“Search and Digital Asset Optimization”
Presenter: Louise Rijk
Click here to play the video.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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