Everyone uses search engines. In fact, they are easily the most widely used Web-based application on the Net. So much so that people commonly make them their default "Home" page when their browser opens. Here is a powerful and clever way you can leverage this behavior by providing access to the world's most popular search engine yet, customized with your unique brand!

What you are about to see is in beta testing (as of this writing). The Linda Craft Team out of Raleigh, NC has created a customized search engine page that let's users do a Google search as if they were on the Google home page itself. CLICK HERE to see it.

You will immediately notice a few things:

• In addition to having her own logo brand on this search page, the "Linda Craft" name has been turned into a "Googlized" logo. What's really cool is that it is not hard to create this look. http://www.tutorials1.com/googlelogo.php is the place to send your Web designer where they can learn how in about three minutes flat!

• Links to main sections of interest on Linda's site always show on this page and the search results page (go ahead, do any kind of search to see what I mean).

• This page is further customized with a searchable directory of local businesses that might have useful products or services for home owners in the Raleigh area. In this case any searches within this directory will land the user back on Linda's main site.

Right about now you are probably considering the potential of how this kind of tool could help your online marketing activities, But first, you need to know a little more about how this one was done...

How to Create Your Own Branded Google Search "Home" Page

First of all, this is not for the "weekend code warrior." It requires the skills of a highly experienced Web programmer to put into place. Thanks to Google's generosity however, they won't have to reinvent the search engine wheel. That's because not too long ago Google published the API's (Application Programming Interface code) that allows programmers to tap into the full Google search engine capabilities while changing the look of the search and results pages. Even though the API is free, you (or more likely, your Web programmer) will have to go through the following two steps to get it:

1. Create a Google Account - you can do this (for free) if you haven't already by going to https://www.google.com/accounts/NewAccount. This will give you an API license "key" which is required to do custom programming of the Google search interface.

2. Download the Google API Developer's Kit - this contains the instructions and code your Web programmer will need to create your own branded search page.

The next step is to get together with your Web designer (the one who handles the "look and feel" of your site) to determine what your custom Google search page will look like. Of course you will want to brand it with your site's look. However there are other things you can add to the page that are limited only to your imagination. For example, just below the search box you could show your featured listing, latest local news, weather (similar to what Linda's example has), loan specials, etc.

Once you have your custom Google search page you would encourage people who visit your site to set it as their default "Home" page. With the help of your Web programmer this can easily be put into a simple link that when clicked would automatically reset the visitors default home page (with their full permission of course).

I would also add a "Send to a Friend" feature on your branded Google search page that encourages the viral spread of your search page. As this spreads you will have captured prospects' attention in a powerfully unique way and one that is intimately tied to and reminds them of your real estate Website every day.

A Few Caveats

Part of the license agreement of Google's APIs includes a restriction of using them for "commercial" purposes (you can read more about these limitations by going to http://www.google.com/apis/api_terms.html. You (and perhaps your attorney) will need to decide if providing a useful custom Web browser default "Home" for your clients' and prospects' use meets these restrictions. Also, Google's free API licensing program is currently in a "beta" stage. This means a) there are probably some bugs that still need to be worked out (most likely minor ones however) and b) should Google decide to stop offering this service or change the terms of its use, there really is nothing you can do about it.

If you are feeling adventurous, have access to a good Web developer, and feel comfortable (with your attorney's advice) about Google's Terms of Use, then go for it! You most certainly will be one of the first on your digital block to offer clients and prospects their very own branded Google search Home page!

NOTE: Mr. Internet®, RUSSER Communications, its staff and officers receive no compensation whatsoever from any third party vendors and make no recommendations as to the suitability of the products or services mentioned in this article. Always thoroughly investigate any product or service before trying or purchasing. Use them at your own risk.

Mr. Internet is the alter-ego of Michael J. Russer, an internationally recognized Internet speaker, trainer, author, and strategic consultant to the real estate industry. He's dedicated to helping real estate professionals leverage their people skills into profit on the Internet. You'll see his column on REALTOR® Magazine Online every month and in the magazine quarterly. Send your Internet questions to help@askmrinternet.com or you can visit his Website at http://www.russer.com.

This article is reprinted in its entirety from the July 2006 issue of REALTOR® Magazine by permission of the NATIONAL ASSOCIATION OF REALTORS®. Copyright 2006. All Rights Reserved other than mentioned above. Mr. Internet® is a registered trademark and Ask Mr. Internet!™ is a trademark of RUSSER Communications.