Tag Archives: Marketing

A Real Estate Example of Smart Integrated Marketing

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Dianne Minogue

Dianne Minogue

Real estate agents face an almost overwhelming number of options when it comes to deciding how to most effectively market a home. Often it’s a decision between using traditional or new, predominantly online, marketing channels and tools.

Houlihan Lawrence REALTOR and Dutchess County, NY resident Dianne Minogue has creatively solved the problem by using both! Even better, by integrating print media and mobile enhanced Web based software, Dianne is able to reach the largest possible audience while simultaneously maximizing the impact of each marketing product. Central to Dianne’s marketing is a single property Website, like this one for her Hyde Park, NY listing: www.15nichrislane.com.

Dianne has added lots of information to the property Website including over thirty high definition images, a slide show, a print brochure with an integrated QR code, floorplans and a detailed property description. She has also embedded a video into the home page:

One cross marketing choice is postcards. You will see that the property Website address is clearly highlighted several times on the front and back of each postcard which prompts people to get more information about the home:

Single Property Website Real Estate Marketing Postcard

Front of Postcard

Note that again Dianne uses a QR code thereby enabling recipients to automatically view the single property Website on a mobile phone.

Back of Postcard

Dianne states:

“I find the time-tested practice of sending postcards to announce my listings is still very effective. With the volume of information everyone receives via e-mail, I think it’s too easy to hit the delete button. When people get a postcard in the mail there’s no question they see it. By adding the individual property Website address to the postcard it makes it so easy for potential buyers and others to easily access complete information and photos. And how great when your house is on the market and you run into your neighbor at the supermarket to be able to say…”Hey, pass the word…it’s www.123mainstreet.com!”

Dianne goes a step further by also highlighting the homes single property Website domain name in local newspaper articles. She advertises in local publications, including the Dutchess County Regional Chamber of Commerce newspaper, where again the single property Website URL is front and center:

And in the local HomeFinder newspaper:

Dianne’s creative and intelligent approach to integrated marketing for her listings and is part of why she had a record 2011 with over $12 million in sales volume. Nice job Dianne!

Samantha’s Weekly Tip – When is the Best Time To Publish Your Single Property Website?

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We often get calls about the best time to publish a single property Website? Often, Realtors want to build a site before they have all the relevant information, like MLS numbers. Or, they need to order print marketing materials before a site is fully built.

The answer in almost every case is simple: publish now!

The last thing you want to do is pay for printed marketing materials and then find out that the Web address you printed is unavailable. Secure it first by publishing your single property Website and then order marketing materials with confidence. While your chosen Web address (also known as a “domain name” or “URL”) will be available the majority of the time, it’s not guaranteed. Put those print ads, postcards, sign riders, etc. on hold until you know for sure. We cannot stress enough how important it is: publish your Website before you start marketing the domain name.

Q: How do I secure the domain name I want before finishing my site?
A: It’s simple. Click here for our how-to video.

Q: But what if I still need to add content, like photos and text? I am worried viewers will see the Website before it is complete.
A: No worries! We have a feature that allows you to remove your Website from public view as soon as the site is done processing. Click here for step-by-step instructions.

And remember, the domain is included in the price of your Website if you are a licensed AgencyLogic user. There is no need to secure the domain name GoDaddy or another outside provider!

If you need further assistance send us an email to support@agencylogic.com or call our technical support team on (888) 201-5160. We are always happy to help! 🙂

A Listing Video For The Ladies

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Stephen M. FellsOver the last several weeks we’ve covered a couple of videos included in single property Websites by Australia based Neo Property (see: “The Sexiest Real Estate Video Ever?” and “The Most Sex Filled, Action Packed Invite To An Open House You’ll Ever Get. I Promise.“) but there was a problem: they were very biased towards a male (dare I say teenage male) audience.

They also released a third video (in partnership with platinumHD.tv) with less visual sexuality but a very quick verbal mention of possible upcoming nudity:

The following video seems to be an attempt to address the male/female imbalance but does it work? The number of views on the video is significantly less than any of the ones featuring bikini models and I can’t help but wonder why. It might be because the voice over doesn’t seem to connect to the visuals (I found it hard to get to the end). But I also wonder if it’s because women simply aren’t that interested in this type of marketing. From my very biased male perspective I see things that I think would get a woman’s attention; a good looking, animal loving, piano playing guy with a six pack.

I even tried my own (very unscientific) market research asking women I know; “Does a sexy video appeal to you and make you want to buy a product?” Having seen the viral power of the Old Spice videos I thought it would be a simple ‘yes’ but the responses seemed to be the opposite. “Women focus more on what’s inside a person” was the most cutting comment. Ouch!

So it’s time to open this up to a wider audience. Tell me, does this work for you? Do you think this will result in the sale of a home? Would home owners like this to be part of how you market their home?