A few builders, investors and realtors are advertising their properties only to traffic that they want (unlike the daily newspaper routine).

Have used PPC to some success for the more competitive terms — again competing with same big players, but I can outspend them to get leads, rather than cough up 30% of my commission for those same leads. Only works if website is “sticky”, otherwise leads just drift away.

Yahoo! can actually be effective, not just Google, for PPC (often a lot cheaper, and a different type of consumer).

Have to take into account search demographics and preferences to target when using paid search. My experience is I am more likely to pick up older buyers, “deal hunters” looking for low-priced homes, or those looking for a specific neighborhood/type of home, via PPC, whereas organic seems to draw more educated, middle-aged group looking in a general area, who are often longer term buyers, often in early stages of research.

In summary PPC seems to work on a limited basis, and requires extensive monitoring to obtain best results, but should be part of a comprehensive marketing approach. Organic is optimal however, and should be the focus of all efforts. Either way, strong web visibility and appeal is essential in today’s economic environment.

It’s all an unending race…

Works for me.