If you’re spending to get traffic to your website from the major search engines you are probably wondering how much of your money is wasted on passive searchers. You know, “browsers” the type of person that’s caught between the conundrum of buying vs. renting or maybe they're 6 months to a year from making a purchase. The type of person you immediately call after they fill out a lead form only to find out they only wanted to know what school zone the house is in but isn’t serious to buy. Eventually, these passive searchers just end up on your drip marketing campaigns in hopes they come around someday.

A way to separate the passive searcher from the active home-buyer and spend money wisely is to optimize your blog and website content to a very local level. In search, the rule of thumb is the longer keyword phrase the better the prospect.

For example:

Chances are a person searching "Manhattan Real Estate" is a more passive searcher than a person searching "Soho NY Lofts for Sale near Wooster Street". In the second example you know exactly what the consumer wants and where they want it. That’s the type of person you want to find your website.

You can enhance your search marketing strategy by setting up campaigns with specific neighborhoods in mind or use the neighborhood names in the link text or headline of your ads. Using these methods can increase your click-through rate of your ads and usually the conversion rates will improve because it will weed out the passive shopper and attract those who know what they want. If you choose to just go the neighborhood route be prepared for less search volume, but since there is less competition the clicks should still be cheaper. This is a good way to stretch your advertising dollar and still attract those hot leads.

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