Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Business Marketing

Real Estate in 2010, Google, Technology, and Your Real Estate Business

Be not afraid

google-fearA lot has been made of Google’s play into the real estate space that you heard about first here on AG.  A few folks balked at our assertions that the U.S. Real Estate space was a major target for the likes of Google when we asked the simple question of whether it was a real threat or an opportunity for agents.

In our opinion, the changes you’re seeing are opportunities for agents to gain market share for their listings as well as themselves, but first, one must recognize how to take advantage of them.

Google has no intention of brokering transactions, it simply wants to be the world’s information provider, and for the time being it is.  We believe the real threat here (The Big Story) is to media sites like, Zillow, and Trulia, as well as local search portals.  The problem for Google is that we don’t know that Google’s market share in search won’t be eroded over time, but for now Google is wearing the bullseye.

Bing by Microsoft is also a retail marketplace of its own that should not be underestimated- in fact, it’s gaining in popularity as a friendly results engine designed to deliver consumers to answers, retailers, and yes, service providers just like you. Bing will get a lot more focus in 2010 as it rolls out new opportunities for you to get beside competitor results, but for now continues to tweak and develop itself in the search arena.

What’s so fascinating about the nearly 70 changes Google has made this year is that you have to believe that the odds of 75 percent of their launches are just that- launches that won’t go very far with a throw everything at the wall approach to finding the sticky– that approach rarely works so deciphering what’s real and what’s smoke and mirrors will be the real test over the next several months.  My money is on Google Goggles, Google Wave, and Real Estate Search, and the rest?  Well, it may be too early in the game to tell.

Advertisement. Scroll to continue reading.

Think big picture

What’s most important for you, the common agent to remember, is that you’re an entrepreneur first and foremost. You’re in business for yourself, and what is crucial is that you look upon these chances with a big picture mentality, not fear.  Take each tool for face value and forget how this disrupts you as a business.  In fact, what makes more sense is to ask yourself how you could wield it within your own business to disrupt your competitor.

As an example, we all know now that Google provides an opportunity to upload and feed listings into it- that’s great to some and oh so scary to others, but to me, this is a great place to fine tune your AdWords campaign.


Have you considered creating specific Google ads especially for specific listings on a mico-level?  Now that Google AdWords launched geotargeting, it makes no sense to make ads broad to the U.S. real estate market, but should be fine tuned to the neighborhood the home is located in.  The landing page should be directed to a blog post about the property, not to the MLS, not to Google, and not to a media company- we need to capture results on the homepage, do we not?

By doing this, your ad shows up consistently beside listing search results within Google targeted exactly to local consumers seeking out neighborhood information. This is also a play for listing consumers doing homework around their future listing as they try to evaluate the value of their home- they’re seeing your listings popping up within their search results for competitive properties only to realize that apparently you’re on your Google game.

Another opportunity I’m seeing right now is high jacking Google ad spaces on local blogs within your own market.  Say for example that a local blog serves Google ads, then target that blog’s subject matter. If you’re blogging about local restaurants, then create ads around your own like content. Waste of time? No way.  Just make sure you’ve fine tuned your blog and your post to welcome these new visitors and invite them to subscribe, as well as register for newsletters.

Advertisement. Scroll to continue reading.

It’s only getting better for the little guy

That’s just the tip of the iceberg! Those were just a few examples of a few ways you can capitalize on the popularity of blogs, as well as begin to make yourself known within the world of real estate search by Google, as well as find yourself planted legitimately even within your own competitor’s sovereign website.

2010 is going to be a great year for the real estate practitioner, just you wait and see.

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network. Before AG, he founded one of the first digital media strategy firms in the nation has received the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), and is well known for organizing the digital community through popular offline events. He does not venture into the spotlight often, rather he believes his biggest accomplishments are the talent he recruits and develops, so he gives all credit to those he's empowered.



  1. Ken Brand

    December 22, 2009 at 4:38 pm

    Yep. This is the kind of article that sends little whirling cogs and gears spinning in my head. The future of the future is glowing.

    Cheers to your health Benn. Be well.

  2. Sal Antsipenka

    December 22, 2009 at 7:36 pm

    I use it all: blogging, video marketing, social networking, web 2.0, articles, PR, several websites, my own real estate marketing portal, bookmarking, back linking etc. etc. SEO results for my real estate business are excellent. Major work out though is to convert all these leads to sales. Internet buyers have no loyalty whatsoever and normally contact a gazillion of agents about the same property or price range. First came first served doesn’t work here. It’s the matter of persistence, atittude, likability, interesting follow up and many more factors. So rock on!

    • nate secor

      December 27, 2009 at 9:57 pm

      I am interested in feedback from those that are using it all. I have a pretty good system in place using stealth sites. Add words, and SEO optimized blog posts all feed into stealth informational (fill in) page. I can get up to 10 leads per day, but only converted about 3 sales in 09 with this stuff. Is anyone converting like 20 + sales this way? Granted I have added a couple solid investors to my sphere with this stuff, but am just figuring out how much time to spend with it. 09 sales were roughly 3 from internet, 12 from relationship made with REO broker, 6 from sphere, and a couple more I can’t identify while writing this.

  3. Joe Loomer

    December 23, 2009 at 11:20 am

    Awesome Ben, the possible applications of Google Goggles and Wave (or their competitors versions, if better) in our industry is nearly mind boggling.

    I know why Ken’s picture has him wearing shades now – it’s the future…..

    Navy Chief, Navy Pride

    p.s. I hope you and Lani have a truly wonderful Christmas. Getting on Agent Genius and reading the incredible posts you and your authors provide has changed my life – no joke. As someone who is starting the journeyman stage of his second career, the education I’ve gotten from this website surpases nearly every other book, post, course, mentor, site, video, or other source I’ve gone to since retiring from the military in 2003. You and Lani rock, thank you.

    • Benn Rosales

      December 23, 2009 at 11:46 am

      Joe, then it’s all worth it, all of it. 🙂

  4. Doug Francis

    December 23, 2009 at 8:24 pm

    So, what we need is a strategy to leverage the Google tools that are out there without breaking the adword bank, and maintaining our existing efforts to sell homes (read: make $$$). It sometimes seems like these Google ideas have been coming at me at 250 mph since January 1, 2009!

    Joe’s “mind boggling” comment and Ken’s “spinning…head” image are pretty accurate.

    • Benn Rosales

      December 23, 2009 at 8:46 pm

      Doug, I’m not a big adwords fan at all, in the past it has just seemed to random to me. But contemplate an ad for a listing as part of your listing package that is exactly targeted by neighborhood using geo targeting and price point. I think what you end up with is gold where in the past it was more of a shot in the dark.

      • Doug Francis

        December 24, 2009 at 11:42 am

        You know, I can actually grasp that concept. Finally, my subscription to AG is going to pay off!

        A great Christmas present… and strategy for 2010.

  5. David Pylyp

    December 24, 2009 at 11:24 am

    Always a great read.

    The concept of micro specialization tailors very well with the LOCALISM that is practiced on AR. Thank you for a redirect for the Holiday season.

    All the best for your continued success in 2010

    Google me
    David Pylyp
    Living in Toronto

  6. Nick Nymark

    July 31, 2010 at 3:50 pm

    Anybody ever heard of Kontera or know anybody who has used it as a form of advertising? If you have never heard of it just do a google search for it. Any feedback would be great.

Leave a Reply

Your email address will not be published. Required fields are marked *


American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.



The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.