Online real estate marketing is one big popularity contest. On the main page of most major search engines there is room for 10 competitors. However, for most of us getting placement in the top three listings would be ideal. First listing placement is the best while 10th is, well um, “sort of okay… I guess”.

The bottom line is that you need first page placement for your specific search terms. Most of you will have already started optimizing for your regional search terms, which is a great start and one of the best ways to get high quality relevant traffic to your site. Obviously geo-targeting is a great way to find high probability leads.

But what about refining your search even more to ride media waves? By this I mean what about creating and optimizing your internal pages to take advantage of recent media coverage of hot topics such as “foreclosures” or “refinancing”. Once people start to hear about the opportunities in these fields they get more interested in the subject. After watching an investment show which highlights the possibilities in foreclosure investing, it’s hard not to get excited and start your searching online.

What about “real estate investing” in general. What if your clients are simply looking for a primary place of residence in New York City but are instead looking for an investment property in New York City. Does your website cover not only search terms such as “New York City real estate” or “Manhattan condos” but also “New York City real estate investing”?

Riding media hype is a great marketing tool for your real estate website. Watch the real estate news and find out what’s hot. Then write about it. Then optimize it. Then, like all online marketing processes, you’ll have to wait for the prize.

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