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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
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.
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…
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
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
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?
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
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
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
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.