|Posted by Key Yessaad @zenkey on November 29, 2010 at 8:45 PM|
November 29th, 2010 3:22 PM
There are 3 categories of Search Queries and all are driven by your would be customers’ Intentions – in this blog I introduce a new term that engenders a better grasping point as to the work of the Real Estate Marketer and her Internet Strategy.
The three types of Searches are:
- Navigational Searches – example: “The Broker in Charge of ABC Realty in Brevard North Carolina.” These are very straightforward searches about specific pieces of information. 10% of all the queries on the internet are Navigational. For the Real Estate Professional it is the equivalent of having a very informed Business Card on the Internet. Nice at best…
- Transactional Searches – example: “Greek Restaurant in Wilmington NC” is a transactional type of Search. It is focused and will probably lead to a transaction of some sort; some think that this type of search resembles Navigational Queries but here the transaction is imminent within a focused intention. About 10% of all Internet searches are Transactional. The Real Estate Professional is not really involved in this category – the business of Real Estate is driven by incubation – those who desire to become “Transactional” fail again to understand the concept of “Customer Intent.”
- Informational Searches – example: “Foreclosures in Columbia SC” is a type of Query that fits within this Category. 80% of all Searches fit this Category. Real Estate on the Internet is purely Informational – Yes if implemented properly it will lead to Leads and Customers; but those names are for those who wish to build relationship. Your Real Estate Website must be driven by localized information so you can be rewarded with a Registration. The failure of many Brokers and Agents is to think of Real Estate as Transactional – I wish to coin the term Transcubational.
Yes, Yes, the term “Transcubational” does not exists – I made it up to mean the intersection of a long Incubation that Leads to a Transaction. A lead will be become a transaction if it is allowed to incubate over weeks and months…
Details on Academic Paper with the above statistics: “Determining the informational, navigational, and transactional intent of Web queries“
Key Yessaad – Real Estate Trainings and Internet Strategies. My drive is to illuminate, empower, then turn over the process to my participants through Plans of Action that produce Results – Internet Marketing, when successful, transcends Websites and goes to the core habits of all Real Estate Professionals – You can no longer afford to ignore the place SEO, Social Media, and Internet Marketing play in your Day to Day business growth. Key Yessaad and SEO Blogs at (910) 367-5391 or (910) 538-6610