EVOLVING & MANAGING PROPERTY MARKETING Stefan Williams R&D Director
EVOLVING & MANAGING PROPERTY MARKETING Now & Then…. <ul><li>Marketing used to be simple… 3 or 4 elements </li></ul><ul><li...
EVOLVING & MANAGING PROPERTY MARKETING Increasing Complexity Example Real Estate Print Advertising Suburban Metropolitan S...
EVOLVING & MANAGING PROPERTY MARKETING Taming That Complexity Print Advertising Suburban Metropolitan Signboard Brochures ...
Why Print is Still Critical… <ul><li>Few of the Internet mediums put your brand first, print does. </li></ul><ul><li>Print...
Web is Critical… but… EVOLVING & MANAGING PROPERTY MARKETING <ul><li>Unlike print, which is mature and isn't really evolvi...
EVOLVING & MANAGING PROPERTY MARKETING <ul><li>Centralized Marketing Platforms – allow content to be    repurposed for pri...
EVOLVING & MANAGING PROPERTY MARKETING <ul><li>Many listings don’t use professional photography, yet for    around $30 per...
TECHNOLOGY: ACTIVE DYNAMIC BANNERS
<ul><li>Integrated into campaignTRACK – it allows clients create and manage    their own banner content through a browser ...
Simple 4 step process to create or change banners online… Technology: Bannerpod Step 1:   select template or  previous ban...
 
TECHNOLOGY SHOWCASE: SOCIAL NETWORKING
EVOLVING & MANAGING PROPERTY MARKETING <ul><li>A form of web entertainment and web    research/tracking tool aimed at inte...
Technology:  Social Networking Automation campaignTRACK EVOLVING & MANAGING PROPERTY MARKETING Response gets auto-posted t...
TECHNOLOGY SHOWCASE: MOBILE RESPONDER
Lets interested parties obtain information on listings and your services quickly and easily from their mobile device… Tech...
TECHNOLOGY SHOWCASE: photoEnhance
No budget for professional photography?  Want to blow a vendor away in a pitch? Photoenhance professionally retouches your...
Headquarters… EVOLVING & MANAGING PROPERTY MARKETING The next year will see dramatic evolution in the Real Estate Market. ...
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CampaignTRACK presentation

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CampaignTRACK presentation

  1. 1. EVOLVING & MANAGING PROPERTY MARKETING Stefan Williams R&D Director
  2. 2. EVOLVING & MANAGING PROPERTY MARKETING Now & Then…. <ul><li>Marketing used to be simple… 3 or 4 elements </li></ul><ul><li>Campaigns can now have 10+ elements …and the list is growing </li></ul><ul><li>Innovation becomes standard quickly </li></ul><ul><li>Training staff and enforcing marketing process and standards becoming increasingly complex </li></ul><ul><li>Current trends can reduce your brand power and control if not managed carefully </li></ul>
  3. 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. 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. 5. Why Print is Still Critical… <ul><li>Few of the Internet mediums put your brand first, print does. </li></ul><ul><li>Print attracts aspirational and unintentional buyers – most internet doesnt </li></ul><ul><li>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 </li></ul><ul><li>Manly older buyers still prefer to shop this way </li></ul><ul><li>Younger buyers will use the internet, but serious buyers almost always use print to view what is on the market in certain areas. </li></ul>EVOLVING & MANAGING PROPERTY MARKETING
  6. 6. Web is Critical… but… EVOLVING & MANAGING PROPERTY MARKETING <ul><li>Unlike print, which is mature and isn't really evolving – the web is constantly evolving – and so must you… </li></ul><ul><li>What is popular today can be unpopular very quickly. </li></ul><ul><li>Likewise – new trends come up often and savvy marketers will use them. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
  7. 7. EVOLVING & MANAGING PROPERTY MARKETING <ul><li>Centralized Marketing Platforms – allow content to be repurposed for print, sign, web & more… One system to learn instead of many – equals more effective staff. </li></ul><ul><li>Integration of key systems like campaignTRACK, CRM, Accounting. Simpler workflows, data accuracy & elimination of errors. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Active content… Change your banners yourself, often to keep fresh. Properties can have their photos and content text update automatically to avoid ad-fade… </li></ul>Trends to Follow…
  8. 8. EVOLVING & MANAGING PROPERTY MARKETING <ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>Après-sale ‘devices’ like buyer/seller cards and buyer property booklets help you drive sales recommendations and ‘gold class’ service perceptions. Online design = easy. </li></ul><ul><li>Consistently collect email addresses of attendees at opens to include on http email blasts and corporate offers. </li></ul><ul><li>SMS/3D barcodes to enable interested parties to quickly access and forward content without typing long web names </li></ul><ul><li>Try to always have a ‘gee whiz’ component to campaigns </li></ul>Trends to Follow… cont…
  9. 9. TECHNOLOGY: ACTIVE DYNAMIC BANNERS
  10. 10. <ul><li>Integrated into campaignTRACK – it allows clients create and manage their own banner content through a browser with no design skills required </li></ul><ul><li>Produces banners with demonstrably better click- throughs & saleability (to vendors and agents) </li></ul><ul><li>Draws from images, text and inventory already in their desktops (campaignTRACK, adbuild, etc) </li></ul><ul><li>Can be create banners for multiple web sites from branded templates </li></ul><ul><li>Dynamic content streamlines update process to keep banners fresh… </li></ul><ul><li>Sell banner space to vendors! </li></ul>Technology: Bannerpod EVOLVING & MANAGING PROPERTY MARKETING
  11. 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
  13. 14. EVOLVING & MANAGING PROPERTY MARKETING <ul><li>A form of web entertainment and web research/tracking tool aimed at interests. </li></ul><ul><li>Requires frequent content updates to remain relevant and interesting. </li></ul><ul><li>Users often search for content they are currently interested in and subscribe or follow if they want regular updates. </li></ul><ul><li>Not yet a strong sales generator – BUT considered a part of a complete internet strategy. </li></ul><ul><li>May be used to research effectiveness of sales agents… Vendors may follow activity of agents of interest before choosing on an agent </li></ul><ul><li>Hundreds of sites exist, but only a handful are really in the ‘essential’ category. This changes often. </li></ul><ul><li>Extremely time-consuming unless automated. </li></ul>What is Social Networking?
  14. 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
  15. 16. TECHNOLOGY SHOWCASE: MOBILE RESPONDER
  16. 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
  17. 18. TECHNOLOGY SHOWCASE: photoEnhance
  18. 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
  19. 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.

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