CampaignTRACK presentation

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  • 1. EVOLVING & MANAGING PROPERTY MARKETING Stefan Williams R&D Director
  • 2. EVOLVING & MANAGING PROPERTY MARKETING Now & Then….
    • Marketing used to be simple… 3 or 4 elements
    • Campaigns can now have 10+ elements …and the list is growing
    • Innovation becomes standard quickly
    • Training staff and enforcing marketing process and standards becoming increasingly complex
    • Current trends can reduce your brand power and control if not managed carefully
  • 3. EVOLVING & MANAGING PROPERTY MARKETING Increasing Complexity Example Real Estate Print Advertising Suburban Metropolitan Signboard Brochures Photography/Copy Brand Magazines Letterbox Drops REIV/Domain/realestate.com.au Own-brand web-site Mini-property sites Flash banner advertising Social Networking Feeds SMS Mobile Responder 3D Barcode Responder E-Magazines HTML Targeted Email maps.google.com.au, etc ???????????
  • 4. EVOLVING & MANAGING PROPERTY MARKETING Taming That Complexity Print Advertising Suburban Metropolitan Signboard Brochures Photography/Copy Brand Magazines Letterbox Drops REIV/Domain/realestate.com.au Own-brand web-site Mini-property sites Flash banner advertising Social Networking Feeds SMS Mobile Responder 3D Barcode Responder E-Magazines HTML Targeted Email maps.google.com.au, etc ??????????? Example Real Estate CRM Accounting Integration
  • 5. Why Print is Still Critical…
    • Few of the Internet mediums put your brand first, print does.
    • Print attracts aspirational and unintentional buyers – most internet doesnt
    • Print can help sell prestige and expensive property because you have far more ability to make the product stand out than you do on the internet
    • Manly older buyers still prefer to shop this way
    • Younger buyers will use the internet, but serious buyers almost always use print to view what is on the market in certain areas.
    EVOLVING & MANAGING PROPERTY MARKETING
  • 6. Web is Critical… but… EVOLVING & MANAGING PROPERTY MARKETING
    • Unlike print, which is mature and isn't really evolving – the web is constantly evolving – and so must you…
    • What is popular today can be unpopular very quickly.
    • Likewise – new trends come up often and savvy marketers will use them.
    • Mainstream web sites like realestate.com/domain/etc are essential – but they should also have competition to curb constant price rises and loss of brand. Google Maps is among a new breed of sites to watch and be on.
    • Your own web site, that does not drive traffic back to a super-site can be a powerful branding tool – especially if augmented with ‘cool’ features.
    • Technologies like flash banner ads let you extend marketing reach – but traditional content is costly and often boring.. New technologies let you get more from this platform and consider extending your reach beyond simply advertising within realestate.com/domain/etc.
  • 7. EVOLVING & MANAGING PROPERTY MARKETING
    • Centralized Marketing Platforms – allow content to be repurposed for print, sign, web & more… One system to learn instead of many – equals more effective staff.
    • Integration of key systems like campaignTRACK, CRM, Accounting. Simpler workflows, data accuracy & elimination of errors.
    • Social Networking… Still in early stages re property marketing, but increasingly relevant and definitely on many vendors wish-lists when it comes to exposing their listings to the world. CampaignTRACK has an imminent release of a tool to make easy and semi-automated.
    • Auto-interconnecting web and print content. E-mags that link to your web site, flash banners that auto link to mini web sites and then to your main site.
    • Active content… Change your banners yourself, often to keep fresh. Properties can have their photos and content text update automatically to avoid ad-fade…
    Trends to Follow…
  • 8. EVOLVING & MANAGING PROPERTY MARKETING
    • Many listings don’t use professional photography, yet for around $30 per listing you can have your own images retouched to look almost professional with photoenhance.com.au . Photos still probably the most important ingredient.
    • Look at other web advertising platforms that may be low cost yet relevant… eg: banner ads with live listings in local newspaper sites, popular blog sites, special interest sites.
    • Après-sale ‘devices’ like buyer/seller cards and buyer property booklets help you drive sales recommendations and ‘gold class’ service perceptions. Online design = easy.
    • Consistently collect email addresses of attendees at opens to include on http email blasts and corporate offers.
    • SMS/3D barcodes to enable interested parties to quickly access and forward content without typing long web names
    • Try to always have a ‘gee whiz’ component to campaigns
    Trends to Follow… cont…
  • 9. TECHNOLOGY: ACTIVE DYNAMIC BANNERS
  • 10.
    • Integrated into campaignTRACK – it allows clients create and manage their own banner content through a browser with no design skills required
    • Produces banners with demonstrably better click- throughs & saleability (to vendors and agents)
    • Draws from images, text and inventory already in their desktops (campaignTRACK, adbuild, etc)
    • Can be create banners for multiple web sites from branded templates
    • Dynamic content streamlines update process to keep banners fresh…
    • Sell banner space to vendors!
    Technology: Bannerpod EVOLVING & MANAGING PROPERTY MARKETING
  • 11. Simple 4 step process to create or change banners online… Technology: Bannerpod Step 1: select template or previous banner Step 2: Select items to include. Banner will draw agent images, tag lines, photos as required. Step 3: Preview banner Step 4: Approve banner – it is sent or updated automatically EVOLVING & MANAGING PROPERTY MARKETING
  • 12.  
  • 13. TECHNOLOGY SHOWCASE: SOCIAL NETWORKING
  • 14. EVOLVING & MANAGING PROPERTY MARKETING
    • A form of web entertainment and web research/tracking tool aimed at interests.
    • Requires frequent content updates to remain relevant and interesting.
    • Users often search for content they are currently interested in and subscribe or follow if they want regular updates.
    • Not yet a strong sales generator – BUT considered a part of a complete internet strategy.
    • May be used to research effectiveness of sales agents… Vendors may follow activity of agents of interest before choosing on an agent
    • Hundreds of sites exist, but only a handful are really in the ‘essential’ category. This changes often.
    • Extremely time-consuming unless automated.
    What is Social Networking?
  • 15. Technology: Social Networking Automation campaignTRACK EVOLVING & MANAGING PROPERTY MARKETING Response gets auto-posted to linked social networking sites Sales/Admin Followers… Any marketing activity, new ad, photo change, OFI change, etc gets auto-posted Company, agent, category and single-property social networking sites can be linked. Can re-post or forward your content to their friends Auto email: Request Comment Links through to your site
  • 16. TECHNOLOGY SHOWCASE: MOBILE RESPONDER
  • 17. Lets interested parties obtain information on listings and your services quickly and easily from their mobile device… Technology: SMS/3D Barcode EVOLVING & MANAGING PROPERTY MARKETING SMS coming soon to campaignTRACK 3D Barcode support as soon as popular in Australia Photograph 3D barcode Or SMS code
  • 18. TECHNOLOGY SHOWCASE: photoEnhance
  • 19. No budget for professional photography? Want to blow a vendor away in a pitch? Photoenhance professionally retouches your own photos for around $30 per campaign (5 images) – with near-professional results. Technology: photoenhance EVOLVING & MANAGING PROPERTY MARKETING Integrated into campaignTRACK or can be used separately
  • 20. Headquarters… EVOLVING & MANAGING PROPERTY MARKETING The next year will see dramatic evolution in the Real Estate Market. Our company is excited about the opportunity to evolve and complement marketing strategies – ensuring a profitable and sustainable future for leading agents. Thank you.