Are You A “No” Sayer At Heart?, Part 5

November 26, 2009

Now let’s take a look at a real estate professional who knows it’s more valuable to get new business than to rely only on past business.  Let’s call her Susan.  Susan has a Search Engine Optimized (SEO) real estate website and she lives in Toronto.  It took time and money to get SEO for her website, but she did it because she knew from the Google Keyword Tracking tool that in October 2009 there were 27,100 local searches and 165,000 international searches for the phrase “Toronto real estate” in Google, so she knows there are literally stadiums full of local people and multiple stadiums of international people using Google for Toronto home searches every month.  So based on this data she decided she wanted top ranking in Google as fast as possible, so she committed $15,000 to SEO for the first year.  That’s $1250 per month.  She spends no other money whatsoever on advertising.

Within 6 months, Susan is in the top 10 in Google search results for “toronto real estate” and other related Google searches.  Her ranking gets her 10% of the local and international people visiting her site.  That’s 19,210 website visitors per month: 16,500 international visitors and 2710 local visitors to her website.  Susan’s website has several interesting reports both on the local real estate market in Toronto and for her 2 farm neighborhoods.  Of the 19,210 website visitors, let’s assume a mere 5% sign up for her mailing list.  That means about 961 people will join her website monthly.

Let’s look at Susan’s database growth in the big picture.  For simplicity’s sake, let’s assume Susan has just started real estate this year, her website SEO took 6 months to get her to where she is now, and the same number of people every month are searching for Toronto real estate for the next 25 years.  Obviously, more and more people will be using Google for internet searches in years to come as more and more young people become of home buying age, but for simplicity’s sake and for being conservative to prove a point, we’ll assume no growth in Google usage over time.

So for the next 24.5 years Susan will be getting 961 people joining her mailing list per month.  Again assuming no one in this list dies, that means 11,532 people will join her mailing list each year.  That means in 24.5 years a grand total of 282,534 people will have at some point said (whether explicitly saying to her or implicitly by signing up for her mailing list), “Yes, I find your website has interesting information that I believe will be helpful in helping me buy a home.  I want to consider working with you, so please send me listings as you get them.  Once I buy my home, I will still be interested in receiving your market analysis information because I like having a sense of how much my home is worth from time to time.”

Filed under: Inspiration,SEO For Realtor Websites

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