{"id":2521,"date":"2008-01-30T10:57:55","date_gmt":"2008-01-30T17:57:55","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2521"},"modified":"2008-01-30T10:57:55","modified_gmt":"2008-01-30T17:57:55","slug":"in-the-business-of-personal-relationships-database-marketing-is-more-effective-than-seo-marketing","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2521\/in-the-business-of-personal-relationships-database-marketing-is-more-effective-than-seo-marketing\/","title":{"rendered":"In The Business Of Personal Relationships, Database Marketing Is More Effective Than SEO Marketing"},"content":{"rendered":"

Two years ago<\/a>, NAR told us that 74% of people begin their home search online.\u00a0 What they didn’t <\/em>tell us, however,\u00a0what percentage of those people\u00a0write paper with the agent on whose site they began said search.<\/p>\n

This omission is an important one.\u00a0 Just because a person starts<\/em> online doesn’t mean\u00a0he finishes<\/em> there.\u00a0 If you’ve researched a product at multiple Web sites before making the actual purchase, you understand what I mean.<\/p>\n

Every store except the last one was just a borrowed encyclopedia.<\/p>\n

Click-throughs from a search engines are not “leads” and that’s why the NAR statistic is misleading.\u00a0 Until a reader engages the author personally<\/em>,\u00a0the click-through is only that.<\/p>\n

A Web site visitor that registers for free search, free reports, or free seminars is not<\/em> your client.\u00a0 He is a window-shopper\u00a0taking home free samples.\u00a0 He’s a client when he signs, and never before.<\/p>\n

Today, the Federal Reserve will do something <\/em>to the Fed Funds Rate and if history is an indicator, my Web site traffic will quadruple.\u00a0 It happens every time.\u00a0 It’s because I’m so high on Google for the term “fed funds rate mortgage<\/a>“.\u00a0<\/p>\n

Of the traffic from Google, not a single person will reach out to me for a “personal question” about their mortgage.\u00a0 Again, history is my indicator.\u00a0 I am the source of information of for a lot of people and that suits me fine.<\/p>\n

Knowing that my clients <\/em>would care about the same information, I have a planned email to my database that will do three things:<\/p>\n

    \n
  1. Explain that the cut in Fed Funds Rate will likely cause mortgage rates to rise<\/li>\n
  2. Introduce them to the concept of “why the Fed is taking a shower”<\/li>\n
  3. Point them back to my Web site for a full explanation of the “shower” analogy<\/li>\n<\/ol>\n

    This email to my database will <\/em>generate new business.\u00a0 Once more, history is my indicator.\u00a0<\/p>\n

    The last time I saw this was when I sent my “stick people in houses” video on the same day the Fed dropped rates 0.750% out of nowhere.\u00a0 The email generated much<\/em> more business for my team than did placing high on Google’s page rank.<\/p>\n

    When you’re in the business of personal relationships, effective database Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    Two years ago, NAR told us that 74% of people begin their home search online.\u00a0 What they didn’t tell us, however,\u00a0what percentage of those people\u00a0write paper with the agent on whose site they began said search. This omission is an important one.\u00a0 Just because a person starts online doesn’t mean\u00a0he finishes there.\u00a0 If you’ve researched […]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6],"tags":[],"class_list":{"0":"post-2521","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","8":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2236,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2236\/bhbtv-nar-convention-survivors-hold-forth-on-web-20-marketing-in-a-scripted-refrigerator-magnet-world\/","url_meta":{"origin":2521,"position":0},"title":"BloodhoundBlog.TV debuts: NAR Convention survivors hold forth on Web 2.0 marketing in a scripted, refrigerator-magnet world","author":"Greg Swann","date":"November 18, 2007","format":false,"excerpt":"Clearly, this is a star-crossed enterprise. The audio worked fine tonight, so the video started capturing out of phase about 17 minutes in. The video is short, but the accompanying audio podcast contains our full discussion. Ignore all that. I fixed it. The video shown below is complete, and it\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3818,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3818\/friday-afternoon-fun-can-anyone-tell-me-what-the-hell-this-bowl-of-tossed-jargon-salad-says-if-anything\/","url_meta":{"origin":2521,"position":1},"title":"Friday Afternoon Fun: Can anyone tell me what the hell this bowl of tossed jargon-salad says — if anything?","author":"Greg Swann","date":"August 8, 2008","format":false,"excerpt":"This came in my spam this morning, and I gave it nine seconds of my full attention: Babbling jargon-filled nonsense, probably with a well-hidden chokepoint to spill coins into the author's pockets. That was my instant take, but the truth is I don't actually know what it says. To the\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3383,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3383\/unchained-melodies-divorcing-the-commissions-slays-the-nar-vampire\/","url_meta":{"origin":2521,"position":2},"title":"Unchained melodies: Divorcing the commissions slays the NAR vampire","author":"Greg Swann","date":"July 18, 2008","format":false,"excerpt":"Start here. Technorati Tags: disintermediation, real estate, real estate marketing","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2057,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2057\/dont-live-in-fear-of-the-nar-or-your-broker-disintermediate-them\/","url_meta":{"origin":2521,"position":3},"title":"Don’t live in fear of the NAR or your broker — disintermediate them!","author":"Greg Swann","date":"October 17, 2007","format":false,"excerpt":"The stakes are high, as Brian has pointed out. You yourself have been smart enough to build a Web 2.0 marketing strategy, but now you're faced with the possibility that your broker, with or without the help of the brokers' cartel, the National Association of Realtors, may try to take\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2107,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2107\/nar-bloggercon-i-am-like-so-there\/","url_meta":{"origin":2521,"position":4},"title":"NAR BloggerCon: I am like so there…","author":"Greg Swann","date":"October 26, 2007","format":false,"excerpt":"Daniel Rothamel has managed to set up an event called NAR BloggerCon. I can't figure out who's getting conned, but I'm eager to find out. Cathy and I are flying in and out for the event -- my favorite way of going anywhere. Date and Time: Monday, November 12th, 2007\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2154,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2154\/watch-for-the-nar-mobile-cruising-down-the-strip-in-vegas-baby\/","url_meta":{"origin":2521,"position":5},"title":"Watch for the NAR Mobile cruising down the Strip in Vegas, baby!","author":"Greg Swann","date":"November 2, 2007","format":false,"excerpt":"Don't blame me for this, pin the blame on Matthew Hardy. Note that if you happen to be the constantly-besieged president of a beleaguered trade association, I will be in Las Vegas on Monday, November 12th. I can show you how to get out in front of all these ethics\u2026","rel":"","context":"In "Casual Friday"","block_context":{"text":"Casual Friday","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/casual-friday\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2521"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2521\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2521"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2521"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}