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Posts Tagged internet marketing

Want to Know More About Today’s Home Shopper? (stay tuned . . .)

I started my career in advertising as a project manager for the market research department of the advertising agency Cranford Johnson Robinson Woods in Little Rock, Arkansas in the mid 80’s under the current CEO, David Martin.   Because it was vital that I fully understood each project to manage it through the process, I was involved in every step from conception to the final conclusions and reporting.  I learned a lot not only about research methodologies and analysis, but also about consumer behavior and the various industries and topics we researched.  It was a fascinating job and hooked me on research.

Today, amidst changing media trends and the shifting real estate market, research and fact based decisions are even more important.  We’ve typically conducted yearly customer satisfaction surveys and meticulously tracked leads.  Last year, we commissioned an independent survey of top agents to determine their marketing practices.  7 Smart Habits(Just how DO they make the big bucks?)  We published those conclusions in “The 7 Really Smart Habits of Top Agents” white paper.

 

 This year, we’ve expanded our efforts. 

Recently, we began a series of research projects examining the habits of home buyers, sellers, and real estate professionals.  We started with an independent survey of home buyers’ shopping trends – everything from how they chose an agent, their satisfaction levels, and the actions they take and media they use all along the path to home ownership. 

These were our objectives. 

First, to understand and predict the behavior patterns of the “information empowered” home buyer.  How are they different?  In what ways do they use the abundance of data available?  How does this data influence their decisions? And, what expectations do they have of their real estate professional as a result?

Secondly, we wanted to compare our findings to the assumptions real estate professionals make.  Do they really know what today’s home buyers want?  Are they reaching and interacting with them effectively? 

And, of course, we wanted to examine our product offering in relation.  Are we effectively connecting the home shopper to our advertiser in a way that delivers the best value available in real estate advertising today?

Last week, the management team of The Real Estate Book began to pour over the results.  Some confirmed our suspicions while others overturned them.  Quite frankly, it was a lively and spirited conversation that went on for hours (and so it will continue to do so).  

Soon, we will begin to release our findings and discussions on this blog site.  We hope you will return and join in.  How will your suspicions stack up to the facts?  Stay tuned . . . .

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CONFESSIONS OF A REAL ESTATE JUNKIE/THERE IS NO PLACE LIKE HOME

christmas-doorIt’s that time of year again. The holidays are upon us and we are flooded with sensory experiences, like no other time of year. From the sound of holiday songs, to the smell of baked cookies, the taste of eggnog and finally the visual presentation of cards arriving daily from family and friends. You can’t help but think back to years past. To when you were a child, to the home you grew up in and the people that mattered most to you.

Whether those memories were good or not so good, we all go home mentally, at least for a while, during this time of year. The impact that a home has on our lives is so much greater than just providing shelter.  The memories created in our homes last a lifetime and provide the most important gifts that life has to offer.

As Real Estate professionals or marketers serving this industry, we have all just experienced a few of the most challenging years imaginable, from a business perspective. I find it helpful to keep in perspective the fact that our core purpose has not changed; we are fortunate to be in the business of connecting people to their dreams.

Suburban or urban, ranch, colonial or contemporary; modest or extravagant. Every dream matters and we help make them a reality. We have much to be thankful for.

 
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PRESS RELEASE – The Real Estate Book Brings Back Popular SOLD Program for December and January

i-sold-button_cropU.S. HOUSING MARKET GAINS STEAM FROM HOMES JUST SOLD!
The Real Estate Book Recognizes Success of Top Advertisers And Brings Back SOLD 2009! Program

Despite a year of economic turmoil and challenging market forces, top real estate agents continue to sell homes in 2009.  In fact, every day, 13,698 homes are sold – that’s 570 homes sold every hour daily.To boost consumer awareness and share the success of its advertisers, The Real Estate Book, the leading publisher of real estate information online and in print in North America, has kicked off the SOLD 2009 program for a second year.  SOLD 2009 not only helps home buyers and sellers find top real estate professionals in their local markets, but also helps agents and brokers show the types of homes that have sold over the past year while marketing homes currently for sale affordably and effectively.

“With so much information circulating about the economy and housing market, spreading positive news about today’s transactions is critical to sustaining the momentum building in the market,” says Scott Dixon, president of The Real Estate Book.  “Our SOLD 2009 program is designed to generate awareness and build confidence in the industry around the homes top real estate professionals are selling.  It’s another way we deliver value to our advertisers, and help them connect with active buyers and sellers right now.”

Through its SOLD 2009 program, The Real Estate Book will contribute up to 20% of the total pages published in its December 2009 and January 2010 magazines to promote the homes sold by its advertisers in 2009.  For every full page purchased, advertisers receive a second page – at no cost – to showcase properties sold in 2009. 

Last year, the inaugural year of the program, The Real Estate Book published over 6,000 pages in over 8 million magazines to promote the homes sold by advertisers in 2008.

Todd Walker, senior vice president of sales and operations at The Real Estate Book adds, “Plainly put, consumers can see that agents in The Real Estate Book and on RealEstateBook.com are experienced and actively engaged to help them find or sell a home faster and better than anyone else.”

“This is one way we can promote positive news about the industry and help our advertisers achieve continued success.  SOLD 2009 is just one part of The Real Estate Book media package that provides an affordable real estate marketing solution for any market, even on a tight budget.”

The Real Estate Book has been helping real estate professionals connect with buyers and sellers for over 30 years.  Available in print and online in over 400 markets across the U.S., Canada and the Caribbean, The Real Estate Book delivers credible, proven results to its advertisers who benefit from a wealth of experience and an integrated media platform that showcases their listings in a variety of ways.  With 8 million magazines in print every 4 weeks, The Real Estate Book gets nearly 2 million unique visitors on its Web site, www.RealEstateBook.com, and features thousands of homes for sale, new home communities, and local information. 

For more information on The Real Estate Book’s SOLD 2009 program, view a video at: www.RealEstateBookMediaKit.com/SOLD.
To request a book or search online for a property to buy in your market, go to www.RealEstateBook.com or call 1-800-643-1174.

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