Inman Connect New York 2017

1. Proprietary + ConfidentialProprietary + Confidential
How to Maximize ROI from your Digital Marketing
Strategy
INMAN •January 2017

2. How do I get on the first
page of Google?

3. How do I leverage
people’s online behavior
to grow my business?

4. Confidential + ProprietarySource: Google Trends, January 2004–September 2015, United States.
Google Internal Data, September 2015, United States.
How Do We Search?

5. Confidential + ProprietarySource: Google Trends, January 2004–September 2015, United States.
Google Internal Data, September 2015, United States.
13BSearch Queries
Annually
741MSearch Ad Clicks
US Real Estate Landscape
April 2015 - March 2016

6. Confidential + Proprietary
“Realtors Near Me” Search Trends: 2013 to Date
Find out more at google.com/trends

7. Confidential + Proprietary
1.7Avg # of agents considered for
transaction in past 12 months
85%Did not have one company in mind
when they started searching
Source: The 2015 LSA Local Media Tracking Study is conducted by Burke, Inc. to obtain and track media usage for local product/service searching. The 2015 survey was conducted online from
Jan to Dec, with participants recruited from an online panel partner. A general population sample of n=8,014 age 18+ were obtained for 2015, balanced by key demographics to the U.S. Census
Real Estate Searchers

8. Google Confidential and Proprietary
Google Confidential & Proprietary
19.2
NAR Buyer/Seller Profile, 2014

9. 55
Real Estate Searchers are Mobile

10. Confidential + Proprietary

11. Confidential & Proprietary

12. Mobile has changed how we act and react in life
Immediacy
of action
Acting on any stimulus,
whenever we’re
motivated
High
expectations
for relevance and for
frictionless experiences
Unscripted
decisions
People are more loyal to the
need in the moment vs. a
brand

13. Proprietary + Confidential
I-want-to-know
moments
66%
of smartphone users turn
to their phones to look up
something they saw in a
TV commercial
53%
of online video viewers
watch online video to be
inspired or entertained
YouTube is the
#1
platform 18-34 year-olds
choose to explore their
passions
I-want-to-watch
moments
65%
of online consumers
look up more information
online now versus a
few years ago
I-want-to-go
moments
82%
of smartphone users use a
search engine when
looking for a local business
I-want-to-do
moments
100M+
hours of “how-to” content
have been watched on
YouTube so far this year
I-want-to-buy
moments
29%
increase in mobile
conversion rates in
the past year
2X
increase in “near me”
search interest in the
past year
91%
of smartphone users turn
to their phones for ideas
while doing a task
82%
of smartphone users
consult their phones
while in a store deciding
what to buy
Proprietary + Confidential

14. Be There
Be Useful
Be Quick
Succeeding in a Micro-Moment World

15. will immediately switch
to another site or app if
it’s too clumsy or slow
of customers will
abandon a site that
takes too long to load
visitors will never return
to a website where
problems occurred
Speed thrills, friction kills

16. Action: Load like Lightning
FEDEX
95/100
Site speed score
100/100
UX Score
https://testmysite.thinkwithgoogle.com

17. Be There
Be Useful
Be Quick
❑ Tap into Your Audience’s Passions
❑ Create Snackable, Educational Content
❑ Use Location Signals
❑ Provide How-To Video Content
❑ Empower Purchases on All Channels and Devices
❑ Identify your Moments
❑ Align Strategy to Moments that Matter Most
❑ Eliminate Steps
❑ Anticipate Needs
❑ Load like Lightening
Your 2017 Checklist
Customize with
your client’s site

18. FIND YOUR FIRST STEP
FORWARD ON THIS JOURNEY