MLS is the tool that we as REALTORS can use to do research for properties and sellers. It gives us home prices, sales prices, market times, tax records, price reductions, etc. It is a huge data source and research tool that we tap on a regular basis for the benefit of our clients.

So what is the super ninja tool we can use for real estate advertising and to research what buyers are doing and what buyers want? Previously, when the market was hot, attracting buyers was as easy as putting a sign in the yard or an ad in the paper. But what can we do to attract them to us in this environment?

Well, guess what? There is a billion dollar research tool that is sitting right under our noses ” and its FREE! It has been available to us for the past eight years ” but it wasnt until the market shifted to a buyers market that weve needed to use it.

Do you know what it is? Youll be surprised when I tell you. Youve used it hundreds of times and didnt even know that you werent even scratching the surface of what it can do.

Its called Google.

And not just Google ” but specifically Google Adwords. Some crazy number like 95% of all buyers start their search for real estate on the Internet, right? Well, Google Adwords lets us figure out exactly what words they are using to start that search!

Not only that, but you can learn to use Google Adwords in minutes ” not like our complicated MLS programs. All you do is enter the key phrases you are interested in researching and Google will tell you how many people are searching using that word or phrase every single month. But Google is also very smart ” because it will also give you suggestions of other words and phrases that may be better to use.

Lets look at an example: Lets say you sell resort homes in Door County, Wisconsin. You enter resort homes, Door County in the keyword tool and it will tell us how many people are searching every month for resort homes in Door County.

I just went to Google Adwords and entered exactly those key phrases ” Resort Homes and Door County. This is what I found: Door County resorts: 2400 Door County WI: 22,200 Door County resort: 2900 Door County Wisconsin: 22,200 Door County rentals: 3600 Door Country lodging: 4,400

And when I scroll down to the bottom of the page, it suggests other ideas: Door County: 201,000 ” now were talking some volume! Sister Bay: 33,100 ” SURPRISE! Vacation homes: 301,000

(BTW ” The numbers reflect the number of searches per month.)

Google Adwords even gives you a graph alongside the key phrase showing you the trend of people looking for that phrase. As you would imagine, people looking for vacation homes in Door County is pretty much trending downward just now. (However, Door County Weddings is trending up! Wonder what I could do with THAT information?) Now that you have your keywords in hand, what do you do with them?

Well, you have several options: 1)You can advertise on Google itself using Pay Per Click advertising 2)You can optimize your website using exactly these keywords. (In our example above, you would type Door County Resort vs. Door County Resorts.)

Of course, our recommendation is that you use free social media strategies and use these key phrases throughout your content. This is how prospects that are looking for your services will find you. Let Google Adwords do your heavy lifting in bringing you hot, new clients today!

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