Internet Marketing Reaches a Higher Level of Sophistication: Luxury Real Estate

Over 250 Luxury Real Estate brokers convened for the 10th Annual Luxury Real Estate Conference in Seattle last week. Richard Weidel Jr. of Weidel Corporate Realtors in Princeton, New Jersey presented a compelling marketing strategy in response to the emergence of discount brokers.

Additionally, Rosita Sarnoff of Stribling & Associates in New York City introduced their new marketing plan for the infamous Plaza Hotel in Manhattan that evoked all the glamour one would expect of the iconic hotel. Both presentations received plenty of accolades from members, but surprisingly, it was the quiet and unassuming web specialists in the back of the room that received the most attention.

Robert Bolton, the Search Engine Optimization specialist on staff for Luxury Real Estate holds a Masters in Systems Information and consulting with him for five minutes meant waiting in line for two hours. “I was a little surprised by all the attention” says Bolton “but many brokers have become concerned about Web sites not ranking well or getting enough traffic so I guess this made me instantly popular.”

Other staff members with esoteric sounding degrees such as Infomatics and Neuro Linguistic Programming were also in high demand by many of the luxury brokers who were clearly steering their marketing dollars towards new and innovative e-marketing tools. “Our staff has doubled in the last year and their specialized degrees truly reflect the higher level of sophistication that internet marketing has taken. This conference was the first time we placed our web programmers and designers at the forefront giving our members direct access to their knowledge and talent.” says John Brian Losh, publisher/CEO for LuxuryRealEstate.com. “The young, tech savvy staff was definitely the highlight of the conference and their Web site’s high Alexa ranking of 6,950 says everything about their effectiveness” says Shari Chase of Chase International in Lake Tahoe, Nevada.

The conference break out sessions revealed the latest movement to redirect dollars away from traditional print media. “85% of all buyers begin with the internet and yet the marketing dollars for realtors don’t reflect this,” explains Frederick Warburg Peters of Warburg Realty Partnership, Ltd in New York City. “Part of our problem is weaning our agents off of print media. It just isn’t as effective anymore. They are convinced their presence will simply disappear if they don’t see their name in print every weekend. The challenge is in proving them wrong.”

Better ROI tracking systems such as Leadfarmer and SEO are just a few of the tools that have become available for marketing directors to justify shifting their budgets into the more progressive e-media. “We are now providing our members with proof that their internet.

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