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Today the internet is fundamental for publicizing properties using focused and efficient campaigns.

The attention to web marketing of Ve.N.I.Ce. Immobiliare Cera does not limit itself to having an excellent website, but it translates into important economic investments to guarantee the presence of your property in all the most popular estate portals and for publicizing them online using focused and efficient campaigns.

Estate portals

These are the websites that collect all the property announcements throughout Italy, classified by location, typology, price etc. They are subdivided into portals that are both free and subject to a cost. These are the websites that are used the most by those searching for a property to buy. An effective and precise description, numerous and captivating photographs, efficiency and politeness in responding to the questions of potential buyers; these are the characteristics that mean that the announcements published by our agency will attract the attention of the public.

Natural Search

This is visibility in merit of the various search engines and the importance of the website, of the quality of the information contained within and the age of the website. Our website enjoys excellent results obtained despite the enormous competitiveness of the Venetian estate market, where it can enter into conflict with hotel searches in the city.

Banner & link

This is the online evolution of publicity campaigns and they are directed by and publicised by our agency and by consequence the properties that we represent. In the course of the years we have chosen to invest in targeted campaigns and a target of possible buyers, whose visits to our website will be dictated by a real interest, that can be translated into an eventual sale, and not by a general public, visiting our site possibly by mistake. For this reason the number of visitors that we register on our website is composed of users that are truly motivated and interested in what we promote: your house.

Keyword advertising

This is advertising on the basis of key words, that is words searched by the user through search engines. Ve.N.I.Ce. Immobiliare Cera has acquired from the principal search engines visibility spaces (links and sponsored adverts) in order to be prioritised in the results of searches made that concern the estate market in Venice. This investment is also intended to maximize the visitors to our website and launch a direct message to the users who are more likely to buy a house.

Search Engine Optimization (S.E.O.)

The term optimisation in internet terminology means activity tied to obtaining the best collection of data, analysis and reading of the website by the search engines. SEO activity allows the website to be easily found by the user and determines the increase of the volume of qualified traffic (users that are really interested) that a website receives through search engines. As with a racing car, the optimisation of small details can make it much faster than the others and thus also a winner. In the same way our website is efficiently organised and has been optimized thanks to the attention of our webmaster to all the small details that can make the difference (keywords, met tags, landing page etc) both in Italian as well as in other foreign languages.

Web Marketing: an in-depth analysis

This brief article aims to give an idea of my conception of web marketing, perhaps obvious for someone employed in this line of work, but interesting for all clients who wish to entrust us with the job of selling or letting or who are preparing to do so.

Speaking of web marketing opens numerous arguments that are specifically tied to the real estate sector. For the time being however, I wish to limit myself to concentrating on one of the most banal yet important elements; the number of visitors or better, the contacts of an estate agent website. The idea has become ever more popular that the higher the number of visitors to an estate website the more likely that buyers will gravitate to that specific agency…yet this is not the case! For many years now I have continued to think and say, and time has further confirmed this opinion, that it is not the number of visitors to a website that is important but the quality of the client who consults our announcements. Analysing the websites of competitors throughout our peninsula, I see ever more websites or estate portals with an elevated amount of traffic, yet they often they do not realise that they could have a ‘bounce rate’ (that is the amount of visits to the entrance page of a website that result in the user immediately leaving it) equal to seventy or eighty percent, and thus the real level of interest of visitors is in reality very low!

Clients that are truly interested in making an investment or simply looking to rent a property in the city of Venice are numerous, yet, at the same time, dividing the simply curious from those with real intentions  of buying closes this circle considerably. What I am hoping to express is that a traffic that is too high (and nevertheless we do benefit from a high level of traffic) is often synonymous with bad marketing and visits to the website often do not convert into real sales or rentals.

An example that might help you to understand the concept of this idea could be a simple publicity campaign (the classic banner) placed inside a portal with a strong rate of traffic such as EXE Vanityfair.it or Victoriassecret.com if we are talking about abroad, with a duration of thirty days at a hypothetic price of 1000 euro. Then we take a niche portal such as contribute-casa-venezia.it and investmentoverseas.com (hypothetically) for abroad at the same price of 1000 euro for thirty days. At the end of these thirty days one could analyse without surprise that the visits to websites with high traffic resulted in proportionally low web conversion rates, maintaining nonetheless a high number of final visits. In contrast with the niche portals we would have a low level of traffic but a very high level of web conversion rates and also a limited final number of visits. However, unlike the first case this second example would reveal itself to be much more profitable in terms of eventual visits to the properties and eventual conversion into sales or rentals.

In light of what has been said we have thus evaluated the origins of our targeted campaigns!

The example of those wishing to do an image campaigns is different, yet sadly this is ever less popular due to budget limitations and the ever diminishing importance given to the image of one’s business, something that we nevertheless continue to promote.