(This is Part 3 of a four-part series. See Part 1: Online search to take real estate by storm; Part 2: Real estate maps go from bland to grand; and Part 4: Real estate's future driven by Tablets, Dashboards.) One of the greatest challenges Web marketers face is making their Web sites "sticky." Now there is an entirely different way to regularly attract clients to your site while simultaneously motivating your Web visitors to use your services. As I speak around the country, I'm constantly surprised by how few agents and broker-owners are using pay-per-click advertising. All of them use search, but sadly, yet few have capitalized on it by implementing pay-per-click in their business. In fact, even though 80 percent of the buyers and sellers begin their search online, the industry only spends somewhere between 11 percent and 20 percent of its marketing dollars online. Instead of matching where the consumers are going, we continue to pour money into advertising using paper. Part of t...
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