1. High Ranking May Equal Hits - But...

Studies have shown that surfers who are randomly surfing usually do not initiate a contact on the first visit. In fact, if they do initiate a contact, it's usually after several repeat visits to your site.

An important question for you then is, "What can I include on my site that will DRAW viewers back?"

2. Getting Hits Is Only The Beginning

If your real estate web site has a counter that allows you to track who comes to your site and what pages they visit, you will be able to see which pages viewers are attracted to and which ones hold no appeal.

For your real estate site to make the sale, it must appeal to the viewer, bring them back, and offer some "value added" benefit which induces your visitors to spend their time exploring your entire site.

And, again. Just as in standard advertising, potential customers may often need to see an offering as much as twenty times before they contact you. Does your site bring them back?

3. But I'm In The Top Ten, Doesn't That Count?

Sure, for a while. But remember two things. With more than 2000 sites being added daily to the internet, getting in the top ten does not insure that you will stay there.

So how do the "search engine secrets" sellers do it?

They work at it. It's their job. They may submit multiple URL's, test different keyword patterns and placement, change site designs to be tailored for each search engine.

The real point here is that the time it takes to keep your real estate site in the top ten or twenty is enormous, and doesn't offer the same potential as using that time to market your site in lots of different ways.

In fact, software programs have now been designed that promise top placement (in the top twenty) with certain search engines -- for a fee. The lowest we've seen is $99 a month.

But there is NO software program that guarantees that you'll get a certain number of sales, because sales require a complete marketing strategy, a good product or service, an appealing real estate web site, and good business practices behind the scenes.

4. So Why Is Everyone So Hot About Getting In The Top Ten?

Because the site owners, particularly new ones, have been programmed (often by search engine secret sellers) to believe that high ranking is THE ONLY WAY to make a profit using the internet

Once you've had some time to review successful sites, you'll see that most of them rely on traffic that they've directed or "pulled" to their site.

What's pull traffic? Traffic you've directed to your own site through the use of newsgroups, opt-in email programs, news releases, off line marketing, links, alliances with other businesses, discussion groups, ezines, or newsletters.

The secret here is two fold. First, you're drawing already interested customers to your real estate site, which makes your chance of a sale closer to 30%, rather than the 1-3% you might get from drop-in traffic.

Second, you've got a widely diversified marketing plan. You are not vulnerable to ONE marketing tool, such as high ranking.

5. Ok, What's The Point?

Simply put, don't put all your eggs in one basket. The internet as a center of commerce is new and the methods of doing business on the internet are evolving daily.

The point is, it takes time, the learning curve is tremendous, and the more information you can obtain from other real estate agents who are operating successfully, the better your chances are for internet success.

6. A Real Clue!

Have you had someone email you promising that they can increase your site's "findability", or get you in the top ten? Sure, and they offer you their www address and you go visit.

But the really interesting thing is, if you type in "search secrets" or other similar words, their site is no where to be found - not in the top ten, not in the top 50.

Why? Because they know that real marketing requires that you draw the customer to your site - you don't wait for them to randomly stop by.

If a potential customer has seen your site in an email, a message board listing, a newsgroup, or clicked on it from a banner, they are already interested in what you have to offer. You're already 50% of the way there.

That's why getting high placement is such a minute part of marketing your business on the internet and why you need a complete marketing strategy to promote your business.

7. What's The Answer Then?

A complete strategy that includes good search engine placement AND a dedicated plan to draw customers to your site from other arenas.

Just as your business has a mission statement and a set of goals, your web site needs the same. And just as your business goals are reviewed and amended regularly, the same must be done with your web site.

8. So What Are The Success Stories On The Internet Doing To Be Successful?

"While someone is busy telling me it cannot be done, others are busy doing it." Henry Fosdick

Great successes ARE happening on the internet daily, and many of them started small, with one webmaster and one good idea.

The difference between the ones who succeed and ones who don't, we believe, are the ones who sincerely believe in their product, who make a commitment to stay in the game, and who are willing to play in uncharted territory.

Just as in any business, these real estate agents owning a successful website had a plan, a strategy, and a written formula for internet marketing that had measurable goals and results which could be tracked.

Also, they care! Successful real estate agents are passionate in their pursuit of internet success. They treat their website as they would any offline business that they expected to succeed. They work at it!