Falcon Point Ranch Lot for Sale $44k Below Builder Cost

Eric Bramlett
July 20, 2009

One of my friends/agents and partner on the new RETS search we’re building just listed a lot outside of our MLS area.  We talked about it for a while, and we think he’ll be able to successfully market it without joining the local board where the listing is located.  Falcon Point Ranch is a niche hunting/fishing community on the coast.  Braxton’s client wants out of his lot and is willing to take a $44k loss on the property, and sell it below what the developer is currently selling lots for.  So, Braxton plans to implement a PPC & SEO campaign for the terms Falcon Point Ranch and other similar keywords.  The idea is that someone who knows about the community will google it, and Braxton’s mini site will pop up advertising this specific lot at a deep discount.

As it’s a lot sale, it probably won’t move quickly.  However, it should move, and I’ll be very interested to see how the marketing strategy plays out.

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Scottie Grace
July 20, 2009

I think he should just go with the PPC campaign personally. Reason being that it takes time to do the SEO for it and other people may be hard to unseat for the keywords. I also find that advertising on local online classifides such as Craigslist and Kijiji work wonders. You have to post at least daily though. Best of luck to him in selling it!

Eric Bramlett
July 20, 2009

Hey Scottie –

It’s a REALLY easy term. We’ve dropped a couple of links to it, and he’s already #5 & #6. http://www.google.com/search?rlz=1C1GGLS_enUS291US306&sourceid=chrome&ie=UTF-8&q=falcon+point+ranch

He’ll spend maybe $35 on SEO, set up the PPC campaign, and hit it from both angles.

Scottie Grace
July 20, 2009

Haha. Good point! Get as much of the free traffic as possible! He’s probably not paying too much for the keyword on Adwords either….Let us know how quick it sells. I’m anxious to see.

Eric Bramlett
July 20, 2009

The PPC has zero competition, so he’ll be able to bid $0.20/click and show up.

Steve Trang
July 21, 2009

What does the client think of this gambit?

Eric Bramlett
July 21, 2009

He’s fine with it. You have to remember that this is a hunting/fishing second home concept. People aren’t typically looking in Seadrift, TX for a second home. They’ll google around (or find marketing material somewhere else) and find out about Falcon Point Ranch. From there, they will search out more info, and the idea is that they’ll search specifically for Falcon Point Ranch.

Simon Wilby
July 26, 2009

That was a great idea. I am sure, somehow, with the medium competition for that keyphrase, Brakton can easily climb up the page 1 ranking.

Robert Worthington
August 11, 2009

Eric, this is very innovative on your part. Can you put me in touch with a PPC guru who can help out a newbie? How has your traffic been on the land? Any inquires?

Greg Dallaire
August 28, 2009

Eric,

The one thing that I want to point out that i’ve realized is so true. A property that is priced right needs little to no marketing at all.

I’ve seen it first hand and experienced it from just having a strong network of local realtor’s I talk with on a consistent basis.

Your idea should work if the 44k loss put’s it into that magical category.

Successful Internet Marketing Campaign » Your Austin Realtor , Braxton Beyer
October 1, 2009

[...] I immediately setup a property-specific website for the listing.  I then wrote about it as well as my broker.  Since I was trying to rank the site for pretty specific keywords and didn’t have much [...]

Claudia Gonella
March 27, 2010

I love this marketing idea as it really helps sellers in developments. It also raises the conflict of interest that developers have when it comes to re-sales. Something that is not often discussed.

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