Industry NewsNews Brief

Be the best needle in the haystack

Google's head of real estate reveals strategies for growing your business

ORLANDO, Fla. -- Real estate brokers and agents who want more buyers and sellers to discover them on the Internet -- and to be impressed by what they find --  can start by putting themselves in the shoes of their would-be clients.If your market is Atlanta, Google "best Realtors Atlanta" or "best places to live Atlanta." Are you in the results? Where?Try Googling your own name or your brokerage's name, and see what comes up -- your website, or sites over which you have little or no control?If you Google your name and "reviews," what are people saying about you?This little exercise is one example of what Patrick Grandinetti, head of industry across the real estate vertical at Google, calls finding the "pulse" of online consumer behavior.Once you've found the consumer pulse, he said, respond  -- either by creating content that will draw "organic" (unpaid) traffic from search engines, or by buying keywords and paying for a set amount of &...