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According to results of the survey \"Plans and decisions of Internet users in the process of buying an apartment\", 43% of the respondents bought or planned to buy an apartment from the developer. To learn more, please visit http://www.ideoagency.com/

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wojciech szyma ski

Wojciech Szymański

Real Estate on the Internet

Brand Reputation Management in Search Engines as well as

Promotion in Internet Search for Real Estate Offices

brand reputation management in search engines

Brand Reputation Management in Search Engines

Prosumer = professional consumer

Prosumer is more than a consumer. It is a person

who has extensive knowledge of the products and

services of a favorite brand and shares this knowledge

with others.

Prosumer is an active consumer who is not just a

passive recipient of advertising materials

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brand reputation management in search engines 1

Brand Reputation Management in Search Engines

Prosumer = professional consumer

The consumer of the 21st century is a daring

consumer, conscious of oneself and one’s needs,

demanding and curious.

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real estate on the internet

Real Estate on the Internet

Real Estate on the Internet

The results of the IAB AdEx survey conducted for

IAB Polska by PwC show that in 2010 the real

estate

industry

generated

advertising expenses, a 60% increase compared to

2009.

6%

of

Internet

This industry occupies the 3rd place among the

so-called

durable

goods

expenses.

in

terms

of

Internet

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brand reputation management in search engines 2

Brand Reputation Management in Search Engines

How do customers behave online?

57% of Internet users surveyed left online reviews

about products. Each of them did so in a place

accessible to many consumers (auction sites,

online forums, shopping sites)

78% of Internet users surveyed found information

about a product online

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brand reputation management in search engines 3

Brand Reputation Management in Search Engines

How do customers behave online?

Users aged 25 - 34 are most likely to look for

information

about

products,

services online

businesses,

and

According to a survey conducted by Gemius, as

many as 76% of respondents reported the Internet

as a source of information about real estate

listings.

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brand reputation management in search engines 4

Brand Reputation Management in Search Engines

How do customers behave online?

According to results of the survey "Plans and

decisions of Internet users in the process of buying

an apartment", 43% of the respondents bought or

planned to buy an apartment from the developer.

The most important criteria when selecting a

developer company are: 94% reliability, 93%

promptness and 90% warranty details

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brand reputation management in search engines 5

Brand Reputation Management in Search Engines

How do customers behave online?

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brand reputation management in search engines 6

Brand Reputation Management in Search Engines

How do customers behave online?

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brand reputation management in search engines 7

Brand Reputation Management in Search Engines

How do customers behave online?

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Brand Reputation Management in Search Engines

Statistics

All it takes is 10 positive reviews to validate your

business or product and confirm the high quality.

3 negative reviews will be enough to change this

quality.

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brand reputation management in search engines 9

Brand Reputation Management in Search Engines

Internet users looking for feedback …

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brand reputation management in search engines 10

Brand Reputation Management in Search Engines

Internet users looking for feedback …

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brand reputation management in search engines 11

Brand Reputation Management in Search Engines

Internet users looking for feedback …

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brand reputation management in search engines 12

Brand Reputation Management in Search Engines

… and what do they find?

www.ideo.pl

brand reputation management in search engines 13

Brand Reputation Management in Search Engines

… and what do they find?

www.ideo.pl

brand reputation management in search engines 14

Brand Reputation Management in Search Engines

… and what they find?

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brand reputation management in search engines 15

Brand Reputation Management in Search Engines

… and what they find?

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real estate on the internet 1

Real Estate on the Internet

SERM – Search Engine Reputation Management

In the age of prosumers – that is professional

consumers who do not believe in marketing messages

and seek their own sources of information. Search

engine is one of the most important and most

popular ones. It is worth to take a look at your search

engine reputation.

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brand reputation management in search engines 16

Brand Reputation Management in Search Engines

SERM – Search Engine Reputation Management

Includes two activities:

striving to remove websites with negative information from

the top ten links

placing on a higher position positive information about the

company or a person.

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brand reputation management in search engines 17

Brand Reputation Management in Search Engines

Phrases with the highest PR meaning

Company name – e.g. ”Maxon”

Company name + „feedback” e.g. „maxon feedback”

Company name + „real estate” + „feedback” e.g. „maxon

real estate feedback”

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brand reputation management in search engines 18

Brand Reputation Management in Search Engines

Strategy of action

The SERM strategy requires action and strategy planning.

They can’t be random and single actions.

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Brand Reputation Management in Search Engines

Strategy of action

1. Own websites, for example: firma-opinie.pl, firma.pl, and

thematic websites.

2. Online forums - take care of positive information, including

word of mouth marketing

3. Social networks: e.g kafeteria.pl

4. Business cards in professional portals e.g. goldenline.pl

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Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

Search Ads for the word

"real estate warsaw":

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brand reputation management in search engines 21

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

Search Ads for the word

"real estate warsaw":

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brand reputation management in search engines 22

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

Search Ads and 1st place in

search results for "maxon

warszawa feedback":

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brand reputation management in search engines 23

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

Sponsored Boxes and 1st

place in search results for

"maxon real estate

warszawa":

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brand reputation management in search engines 24

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

Information about the

certificates on the site:

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brand reputation management in search engines 25

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

Unfortunately the neglected

online forum showing for the

words "maxon warszawa

feedback":

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brand reputation management in search engines 26

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

Another search engine result for words "maxon warszawa

feedback":

Here, there is no reply to the question on an online forum

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brand reputation management in search engines 27

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

There are no reviews

on the portals related

to the industry:

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brand reputation management in search engines 28

Brand Reputation Management in Search Engines

Maxon Real Estate

Case study

The worst are the

negative comments:

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brand reputation management in search engines 29

Brand Reputation Management in Search Engines

Monitoring

Google has a great free tool - Google Alerts

The user receives email messages about new websites that

include defined keywords.

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Brand Reputation Management in Search Engines

Prevention is better than cure

Every business can be in trouble .

Not only customers can write reviews, but also the

competition.

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brand reputation management in search engines 33

Brand Reputation Management in Search Engines

Hörmann – quality and duplication

Case study

http://moonopol.pl/hormann-jakos-i-bublowacenie/

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Brand Reputation Management in Search Engines

Hörmann – quality and duplication

Case study

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Brand Reputation Management in Search Engines

Hörmann – quality and duplication

Case study

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brand reputation management in search engines 36

Brand Reputation Management in Search Engines

Hörmann – quality and duplication

Case study

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Brand Reputation Management in Search Engines

Hörmann – quality and duplication

Case study

2,000 unique visitors have already read blogger's feedback

In the first 3 days the entry was read by more than 500 people

Every day, 2-3 new readers arriving

The average time spent on the post is 1:24:15 seconds

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brand reputation management in search engines 38

Brand Reputation Management in Search Engines

Hörmann – quality and duplication

Case study

Entries come from search engines, but also from online forums

(eg elektroda.pl)

The blogger is an anti-brand ambassador

There are foreign entries using the Google translator (Hungary,

Denmark, Sweden, Ukraine, Italy, France and of course Germany)

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serm and sem

SERM and SEM

SEM - Search Engine Marketing

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serm and sem 1

SERM and SEM

SEM - Search Engine Marketing

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serm and sem 2

SERM and SEM

SEM components

Search Ads Boxes

Positioning

1. place an ad for a business or a

website above organic results or to

their right

1. place your business website at the

highest position in natural results

2. you have to wait long to see the

results

2. immediate effect

3. promotion takes a long time (e.g. 5

months)

3. short time of the promotion (e.g. 5

weeks)

4. Search Ads boxes can be set up

quickly and you only need to know

some basic promotion goals

4. positioning requires planning,

rethinking, competitive analysis, a

long-term plan

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serm and sem 3

SERM and SEM

Factors influencing positioning

Website address

subpages addressing

Meta tags, especially the title

Headlines

Original content

Internal linking

Text highlighting

Frequency of keywords

ALT tags

Social Media

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SERM and SEM

Website address

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serm and sem 5

SERM and SEM

Subpages Addressing

Wrong

:

Well

:

Better:

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SERM and SEM

Headers

Good:

Wrong

:

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SERM and SEM

Text highlights

Well

:

Wrong

:

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SERM and SEM

Original content

Well

:

Wrong

:

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serm and sem 9

SERM and SEM

Internal Linking

Well

:

Better:

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serm and sem 10

SERM and SEM

Meta tags

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SERM and SEM

ALT tags

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SERM and SEM

Ideally optimized landing

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SERM and SEM

Ideally optimized landing

Use inline text (h2, h3, h4) and text formatting (bold, underline).

Use tables / presentations / pictures / videos / animations - such

elements keep the user longer on the page.

Images and links in the content are labeled with alt and title

attributes = "" | = "" and described accordingly.

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serm and sem 14

SERM and SEM

Ideally optimized landing

Do not copy content and do not duplicate titles.

The title is always important. For SEO is the most important.

Text should be written only to the user, only then optimized for the

search engines.

Do not be afraid to put links to other sites in the content, provided

there are high quality pages (no more than 2-3).

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SERM and SEM

Ideally optimized landing

Put links to your own site (no limit on the number of links, if the links

do not constitute more than 10-20% of the article).

File names are important (attachments, pictures).

Put links in attachments and press releases (links in files matter).

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serm and sem 16

SERM and SEM

Methods of obtaining links

1. Exchange links with familiar websites

2. Cataloging a website

3. Presell pages

4. Creating a positioning background

5. Link Exchange Systems

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serm and sem 17

SERM and SEM

How do they do it?

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serm and sem 18

SERM and SEM

How do they do it?

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serm and sem 19

SERM and SEM

How do they do it?

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serm and sem 20

SERM and SEM

How do they do it?

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SERM and SEM

How do they do it?

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serm and sem 22

SERM and SEM

Cataloging

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SERM and SEM

Online advertising helps with shopping

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SERM and SEM

Internet builds the brand

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SERM and SEM

My own case - the next steps

1. I was looking for an apartment in Rzeszow on the Internet

2. I found an apartment in a tower block built by a co-op

3. I was looking for information about cooperative:

a) What are the comments about the co-op online forums?

b) Are there any negative opinions about this co-op? (not positive but negative)

c) National Court Register online

d) What are the information about the co-op managers?

e) The history of the co-op

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serm and sem 26

SERM and SEM

My own case - the next steps

4. I thoroughly looked at co-op website of the cooperative

5. I started looking for information about the housing estate:

a) online forums

b) city council websites, etc.

c) I looked at all the press information

Only then did I call the co-op to inquire for details

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thank you for your attention

Thank you for

your attention!

Wojciech Szymański

w.szymanski@ideo.pl

phone: 500 226 626

www.ideoagency.com