Cover -- Copyright -- Table of Contents -- Chapter 1: Planning Your Web Site -- The Fundamentals-Objectives, Target Markets, and Products and Services -- Common Objectives -- Selling Your Properties or Services Online -- Providing Customer Service and Support -- Providing Location, Property, or Corporate Information -- Creating and Establishing Company Identity and Brand Awareness -- Other Primary Objectives -- Other Objectives to Consider Up Front -- Designing Your Site to Be Search Engine Friendly -- Including Repeat Traffic Generators on Your Site -- Getting Visitors to Recommend Your Site -- Using Permission Marketing -- Including "Stickiness" Elements -- Including Interactive Elements -- A Final Word on Objectives -- Target Markets -- Real Estate-Related Products and Services -- The Fundamentals -- Using Competitor Sites to Your Advantage -- Storyboarding Your Web Site -- Detailed Web Site Planning -- Content Notes -- Text Notes -- Color Notes -- Navigation Notes -- Graphics Notes -- Visual Notes -- Other Notes -- Internet Resources for Chapter 1 -- Chapter 2: Designing Your Site to Be Search Engine Friendly -- Methodology to Make Your Site Search Engine Friendly -- Understanding Search Engines -- Decide Which Search Engines Are Important -- Learn the Search Engine Ranking Criteria -- Keywords Are Critical -- Brainstorming, Surveying, and Reviewing Promotional Material -- Review Competing and Industry-Leading Web Sites -- Assess Your Web Site Traffic Logs -- Keyword Suggestion and Evaluation Tools -- Fine-Tuning Your Keyword Phrases -- Assign Specific Keywords to Specific Pages -- Populate Each Page with the Assigned Keyword Phrase -- Title Tags-Use Descriptive Page Titles -- Keywords Meta-Tag -- Description Meta-Tag -- Alt Tags -- Hypertext Links -- Domain Name and File Names -- Body Text-Header Tags and Page Copy.

Headings-Header Tags -- Page Copy -- Spamming -- Quality Guidelines-Basic Principles -- Quality Guidelines-Specific Recommendations -- Other Important Design Factors -- Frames -- Robots.txt, Meta-Robots Tag -- Clean Code Is King -- Navigation Techniques -- Revisit Meta-Tag -- Cascading Style Sheets (CSS) -- Dynamic Pages and Special Characters -- Splash Pages and the Use of Rich Media -- Use of Tables -- Custom Error Pages -- Image Maps -- Optimization for Search Localization -- Monitoring Results -- Internet Resources for Chapter 2 -- Chapter 3: Web Site Elements That Keep 'Em Coming Back -- Rationale for Encouraging Repeat Visits -- Use a What's New Page for Repeat Visits -- Free Stuff-Everyone Loves It -- Everyone Wants the Best Price-Coupons and Discounts -- Open House Listings Keep Visitors Informed -- Luring Customers with Contests and Competitions -- Creating Useful Links from Your Site -- Providing a "Featured Listing" or "Tip of the Day/Week" to Encourage Repeat Visits -- Ensuring Your Site Gets Bookmarked -- MP3s/Podcasts -- Distribution through RSS Feeds and Autoresponders -- Internet Resources for Chapter 3 -- Chapter 4: Permission Marketing -- Permission Marketing Explained -- Uses of Permission Marketing -- Personalization -- Sell the Benefits -- Cooperative Permission Marketing -- Incentive-Based Permission Marketing -- A Closing Comment on Permission Marketing -- Internet Resources for Chapter 4 -- Chapter 5: Spreading the Word with Viral Marketing -- Capitalizing on Viral Marketing Opportunities -- Word of Mouth -- Pass-It-On Viral Marketing -- E-Books -- Fun Videos -- Checklists -- Podcasts, MP3s, or Audiozines -- Articles -- Internet Resources for Chapter 5 -- Chapter 6: Great Content -- The "Wow" Factor -- E-Brochures and I-Brochures -- Audio and Video -- Podcasts -- Interactive Maps -- Interactive Elements.

Blogs and Wikis -- Internet Resources for Chapter 6 -- Chapter 7: Landing Pages -- What Is a Landing Page? -- Considerations for Landing Page Content -- Testing Your Landing Page -- Landing Page Content -- Landing Page Layout and Presentation -- Internet Resources for Chapter 7 -- Chapter 8: Search Engine and Directory Submissions -- Submission Process -- A Closer Look at Search Engines and Directories -- Submitting to the Search Engines -- Free Submissions -- Paid Inclusion -- Automated versus Manual Submission -- Real Estate-Specific Search Engines -- Is Your Page Already Indexed? -- Submitting to the Directories -- Preparing your Directory Submission -- Pay Careful Attention to Titles and Descriptions -- Pay Careful Attention to All Fields on the Submission Form -- More Directory Submission Tips -- Keep a Record of Your Submissions -- Effective Use of Submission Tools and Services -- Complete Your Site before You Submit -- W3C HTML Validation Service -- Get Multiple Listings -- Some Final Pointers -- Internet Resources for Chapter 8 -- Chapter 9: Developing Your Pay-to-Play Strategy -- Generating Targeted Traffic Using PPC Advertising -- Exploring PPC Campaigns in Google and Yahoo! -- How PPC Campaigns Work -- Where Do Your Ads Appear? -- Maximize Exposure with Contextual Advertising -- Geo-Targeting Your Campaigns -- Dayparting -- Maximizing Your Exposure -- Maximizing Your Budget -- Internet Resources for Chapter 9 -- Chapter 10: The E-mail Advantage -- Making the Connection -- E-mail Program Versus Mail List Software -- Effective E-mail Messages -- The Importance of Your E-mail Subject Line -- E-mail "To" and "From" Headings Allow You to Personalize -- Blind Carbon Copy (BCC) -- Effective E-mail Message Formatting -- A Call to Action -- Appropriate E-mail Reply Tips -- Always Use Your Signature Files -- Discerning Use of Attachments.

Expressing Yourself with Emoticons and Shorthand -- E-mail Marketing Tips -- Include a Brochure and Personal Note -- Provide Customer Service -- Gather a Library of Responses -- Following Formalities with E-mail Netiquette -- The Importance of Signature Files -- Graphic Headers and HTML -- Reply Promptly -- Leverage with Viral Marketing -- Internet Resources for Chapter 10 -- Chapter 11: Utilizing Signature Files to Increase Web Site Traffic -- Presenting Your e-Business Card -- How to Develop Your Signature File -- Graphic Headers and HTML -- The Do's and Don'ts of Signature Files -- Sig Files to Bring Traffic to Your Web Site -- Using Signature Files as an E-mail Template -- Internet Resources for Chapter 11 -- Chapter 12: Autoresponders -- What Are Autoresponders? -- Why Use Autoresponders? -- Types of Autoresponders -- Autoresponder Features -- Personalization -- Multiple Responses/Sequential Autoresponders -- Size of Message -- Tracking -- HTML Messaging -- Successful Marketing through Autoresponders -- Internet Resources for Chapter 12 -- Chapter 13: Consumer-Generated Media -- What Is Consumer-Generated Media? -- Why Consumer-Generated Media Is Important -- The Effect of CGM on Corporate Reputation -- CGM-Opportunity or Threat? -- Developing a Social Media Strategy -- Where Do You Find Consumer-Generated Media? -- How Do You Use Consumer-Generated Media? -- Internet Resources for Chapter 13 -- Chapter 14: Establishing Your Private Mailing List -- Why Have Your Own Mailing List? -- Permission-Based Marketing -- The Issue of Privacy -- Where We Need to Be -- The Right Mail List Technology -- Using Your E-mail Program -- Using Mail List Software -- Outsourcing Your Mail List -- Building Your Database or Mail List -- Promoting Your Private Mail List -- Your Communication with Your Mail List -- Stay under the Spam Radar -- Recent Legislation.

Measure, Measure, Measure -- Why E-mail Is Not Dead -- E-mail as the Killer App-The Latest -- The Good News-RSS and E-mail Are Not Mutually Exclusive -- Internet Resources for Chapter 14 -- Chapter 15: Developing a Dynamite Link Strategy -- Links Have an Impact -- Links Have Staying Power -- A Quick Talk about Outbound Links -- Google Webmaster Guidelines on Link Schemes -- Strategies for Finding Appropriate Link Sites -- Explore These URLs -- Tools to Identify Your Competitors' Links -- AltaVista -- Excite and Other Search Engines -- Google -- HotBot -- Link Popularity -- Other Potential Link Strategies -- Winning Approval for Potential Links -- Link to Us -- Reciprocal Linking with Partners -- Making Your Link the Place to Click -- To Add or Not to Add with Free-for-All Links -- Add Value with Affiliate Programs -- Maintaining a Marketing Log -- A Word of Caution with Link Trading -- Internet Resources for Chapter 15 -- Chapter 16: Maximizing Promotion with Meta-Indexes -- What Are Meta-Indexes? -- How to Find Appropriate Meta-Indexes -- Enlisting Meta-Indexes for Optimal Exposure -- Internet Resources for Chapter 16 -- Chapter 17: Online Advertising -- Expanding Your Exposure through Internet Advertising -- Maximize Advertising with Your Objectives in Mind -- Online Advertising Terminology -- Banner Ads -- Click-Throughs -- Hits -- Impressions or Page Views -- CPM -- CPA -- Keywords -- Geo-targeting -- Jump on the Banner Wagon -- Exploring Your Banner Ad Options -- Banner Ad Tips -- Interesting Banner Ads -- Location, Location, Location -- Search Engines -- Content Sites -- Banner Ad Price Factors -- Considerations When Purchasing Your Banner Ad -- Make Sure Visitors Can See Your Banner -- Making It Easy with Online Advertising Networks -- Behavioral Advertising -- Retargeting -- Bartering for Mutual Benefits with Banner Trading.

Form Lasting Relationships with Sponsorships.