Search Marketing Firm Caters to Real Estate
Fidelity Assets, Los Angeles, offers the proprietary search marketing technology exclusively to real estate brokers and agents. CEO Andy Steuer said the real estate-focused service is needed because the industry focuses too heavily on print advertising.
The industry needs to shift its marketing focus online because 75 percent of shoppers for new homes use the Internet, Steuer said.
"Most brokers are realizing that Google, Yahoo and MSN are key areas where people are starting their search," he said. "Then the gap begins. There is a lack of understanding."
Most real estate agents overbuy certain keywords that don't convert well or bid on cheap keywords that don't produce results. Steuer said Fidelity's technology finds the keywords and copy that perform best for brokers and agents, then develops customized search marketing plans.
"Because we focus specifically on the real estate space, we understand which keywords convert," he said.
Fidelity also generates "exclusive" leads from personalized search campaigns via its Web Leads service. Its technology directs search traffic to a landing page personalized for each agent. Buyers and sellers fill out information on themselves and their needs, then the leads are e-mailed to Fidelity's clients.
Fidelity charges agents a flat rate of $149.95, then $59.95 to $349.95 a month depending on the number of leads generated. Clients pay based on performance, not the amount of exposure an ad generates, according to Fidelity.
Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters