1. Online Lead Generation The inside story on what works and what doesn’t Jordan Muela, Co-founder, Manage My Property, LLC May 2011

2. Search Engine Optimization

3. The Good The image on the left is a visualization of search data released by AOL in 2006: http://training.seobook.com/google-ranking-value

4. The Bad You a lot of at least two of the above.

5. How it works View the SEOmoz bi-annual SEO Ranking Factors report here: http://www.seomoz.org/article/search-ranking-factors

6. . Check out Rand Fishkin’s guide to keyword targeting and on-page optimization here: http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimizationhttp://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization

7. .

8. The Problem With Outsourcing If you don’t know what you’re are looking for you’re not likely to find it.

9. Tips For Outsourcing - Pay for advice when you don’t know what you need. - Pay for execution once you know exactly what you are looking for and the criteria the work will be graded against. - Avoid low cost generic SEO packages. They are typically worthless.

10. Remember That You Still Have to Convert the Traffic

11. Local SEO

12. Local is Becoming More Important

13. Ranking Factors For Local SEO David Mihm has collaborated with local search experts to release the local search ranking factors report: http://www.davidmihm.com/local-search-ranking-factors.shtml

14. Optimize Your Local Pages

15. GO DO THIS NOW!

16. Social Media

17. Why Are we Doing This Again?

18. Low in Marketing Nutritional Content

19. The “Experts” are wrong Check out Ian Lurie’s post “10 Questions to Evaluate a Social Media 'Expert”: http://bit.ly/dmTKc

20. Pay Per Click

21. When PPC works Keyword research is performed to find the right mix of relevant keywords Negative keywords are added and non-converting keywords are culled Multiple Ad’s are tested to find the best CTR Geo targeting is used to target searchers in your area Landing pages are used to maximize conversion

22. When PPC Doesn’t Work Only a few high traffic, high cost keywords are targeted The campaign is allowed to run without close monitoring and tweaking Traffic is sent to a page not designed for conversion

23. Consider Outsourcing Most of the cost is in the initial setup Allow someone more knowledgeable to vet the channel for you If you are happy with PPC you can either take over the campaign or pay them to continue to refine the campaigns.

24. Tips For Outsourcing Ask to see a sample monthly report they send their clients Don’t pay any setup fees Don’t pay more than $400 a month in management fees unless you are spending over $4k in ad spend

25. Directories

26. Review Sites

27. Yahoo Local’s ratings for management companies

28. Yelp’s ratings for management companies

29. Management Companies Receive Polarized Reviews

30. It Can Get Pretty Rowdy

31. A Blessing or a Curse?

32. Tips Incentivize clients to leave reviews Don’t post reviews yourself Always respond to bad reviews Don’t get sucked into paying for additional services

33. Pay Per Lead Services

34. The Good Easy to setup Completely offloads ongoing marketing work You can define the type and location of the properties you get leads for You only pay when you get a lead

35. The Bad Lead volume and lead prices vary wildly based on the service, market and lead type making it hit or miss in terms of ROI Not allowed to place contact info on profile Lead refund policies vary Strong lead flow can mean higher price per lead due to more competition Leads may be shared

36. What to Look For Flexible lead refund policy Ability to test the water without making a commitment Solid ROI

37. Action Plan Decide what your marketing goals are for the next quarter Determine what marketing channels are the right fit for you and which aren't Divert resources from weaker channels and fully commit to developing those channels and tracking the results Do a monthly performance review which ends with suggested changes