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3 Steps for WINNING Local Traffic to YOUR Website

By Rebecca Chandler

This is the second in a series of conversations around practical tips to building your personal brand locally.

happy trophyWinning a Google war with a listing aggregate site with 20 million or so unique users is probably a long shot, but you CAN win more local buyer and seller traffic to your website by following these 3 steps.

Step 1 – Start with a good website. What should that include?

  • An IDX feed that puts the entire MLS on your site. That way, home shoppers won’t need to shop other websites once they’ve gotten used to yours. All the data is there.
  • Make sure your website displays well on a tablet and a phone. More and more consumers are using their tablets and phones to shop for homes – especially on the weekends when they are out looking. If the visitor has to “pinch and stretch” the screen or can’t navigate the tiny buttons, even if they find your site, they will leave your site – forever.

Step 2 – Go to where your prospects are and connect with them, physically. No, I don’t mean a group hug. (Where was your mind?) Instead, make sure they bump into your web address, not just virtually, but on the real streets of your real town. Here’s how.

  • Look for the places your ideal prospect lives, eats, works, shops and plays. Look for opportunities to advertise to reach them in those places. Use local advertising, local real estate magazines, direct mail, open house flyers, yard signs. Take out an ad in the high school football program. Sponsor an event and get your name and web address in the program. Bus stops. Billboards. You get the picture. Go where they are. Physically.

Step 3 – Be bold. Use text codes. Big brands like AMC, Costco, Kohl’s, Office Depot, Sonic and others are now using text codes to drive traffic and reminders to their clients. They place specific codes around the stores and in their ad campaigns to drive traffic to their mobile sites and apps – and ultimately sales. How do you do it?

  • Use a service like LocalSmartMobile offered by The Real Estate Book® to assign a specific code to every listing. Put that code on all advertising for that listing with a strong call to action. “To see inside this home, text T312634 to 85377.” When the consumer does, they will receive a text with a link to that property – on YOUR website (and you get a text with their phone number so you can follow up right away).
  • Use GPS enabled yard signs with text codes. LocalSmartMobile includes a yard sign with the call to action – “Text HOMES to 85377.” When the consumer does, they get a link to that listing on YOUR website, and you get a text with their phone number – so you can follow up while they are standing in front of the home.
  • Use a vanity code (Try texting SUPER to 85377) to drive traffic to YOUR mobile business card and website. Consumers can save your contact information and then go to your website to search for homes.

Taking these 3 steps will help you win more local traffic – on the real streets of your real town.

Want to learn more? Click here to watch a 2 minute video or contact your local Real Estate Book representative.

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New Distributor Jason Pitre takes over The Real Estate Book® of Prince Edward Island

Local professional adds interactive print and digital real estate advertising to business portfolio. 

TREB_CompetAdv-300x100LAWRENCEVILLE, GA, June 20, 2014 – The Real Estate Book®, the nation’s most established brand for marketing homes for sale, has announced a new independent distributor for the Prince Edward Island market.  The advertising vehicle offers real estate agents in over 300 markets in the U.S., Canada, and the Caribbean, highly targeted local advertising tools and wide out of market exposure via integrated marketing packages that include mobile, digital and traditional media.

“We’re really excited that Jason Pitre stepped up to the brand new Prince Edward Island territory.   Our client relationships have been strong there and Jason’s expertise and background in real estate add a new dimension of options for real estate professionals in the area,” said Scott Dixon, CEO of NewPointMedia Group, publishers of The Real Estate Book®/RealEstateBook.com.

Pitre’s professional background includes extensive experience in the real estate industry. Currently, he is a real estate investor and prior to that was a top REALTOR® in the market for many years. A very sharp businessman, Pitre is very familiar with The Real Estate Book and the local real estate landscape.

“Today, more than ever, it’s important to really market a home to sell it quickly and for the best price,” added Rebecca Chandler, Vice President of Marketing for the brand. “The multi-media marketing tools provided by The Real Estate Book® along with Jason’s professional experience have created a powerful offering for real estate professionals and the home sellers they represent.  Our clients are top agents and they look for the best.  I think we’ve hit a home run here for both.”

Distributors in over 300 markets across the U.S., Canada, and the Caribbean are working closely with the local real estate community to publish homes for sale in a locally distributed homes magazine, on the web, and through mobile marketing tools like text codes and QR codes placed on sign riders in front of the home.

“A once in a lifetime experience describes my enthusiasm in launching The Real Estate Book here in Prince Edward Island,” Pitre said, “I couldn’t be happier to be working with local REALTORS® in offering our Web, Mobile and Print Marketing products. REALTORS® will achieve and maintain a hyper-localized brand with the best listings here in Prince Edward Island!”

For advertising information, contact Jason Pitre at trebpei@gmail.com or facebook.com/trebpei

For more information on available markets and the opportunity, visit publishing.realestatebook.com or contact Patrick McGroder, whose contact information is listed below.

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About NewPoint Media Group

NewPoint Media Group, LLC ™ specializes in targeted media solutions that include both print and digital distribution to create integrated advertising and marketing services that amplify overall effectiveness and results.  Leading brands include The Real Estate Book, Mature Living Choices, Senior Living Choices, New Home Finder, New Homes & Ideas, and New Homes Journal.  In addition, the Company’s Publications Print Division provides these services to a variety of industries.   The Company specializes in integrating print and digital media to effectively reach and engage a targeted consumer audience through local print distribution, web, mobile, direct mail, and social outlets.  For more information, visit NewPointMediaGroup.com.

Contacts:

Rebecca Chandler, VP, Marketing
NewPointMedia Group
770-962-7220 ext. 24672, rchandler@NewPointMediaGroup.com

Patrick J. McGroder, VP, Market Development
NewPoint Media Group
2305 Newpoint Parkway
Lawrenceville, GA 30043
cell: 704.657.3886, pmcgroder@NewPointMediaGroup.com

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Spring has Sprung! New Marketing Trends for Real Estate

By Rebecca Chandler

springtimeAhh. Spring. Trees bud. Flowers bloom. Baby birds are singing. The time when we awaken from our winter hibernation and embrace a fresh start – and home buyers and sellers are actively shopping for homes and real estate agents. Are you keeping up? Or is your marketing plan still in hibernation?

As the media landscape has changed and consumer home shopping and media consumption habits have changed, have you? Here are some new trends you should embrace and some old trends you should leave in hibernation.

Old marketing habits you should leave in hibernation.

STOP – Referring to your home marketing presentation as a “listing presentation.” The most important service a seller expects from their real estate agent is marketing.* Begin referring to the presentation you make on an appointment with a potential seller as a “marketing presentation.” Include all the ways you will put their home in front of potential buyers. Make a list. Bring samples. Your presentation will outshine those who only bring a CMA.

STOP – Relying primarily on listing aggregation sites for leads. You absolutely should put your listings on free listing aggregation sites. They get a lot of traffic and are a basic expectation for your marketing presentation. However, your listings are competing with every listing in town and you are drowning in a sea of online data, waiting and wishing that someone will stumble upon one of your listings and waiting and wishing that they would call or email you. It just doesn’t happen that often. Consider it web exposure, but not robust lead generation. Look for ways to reach out to local buyers and sellers using active advertising and lead generation strategies instead of waiting for them to find you.

STOP – Relying on your referral network for ALL your business. Your referral base is a great source of business, but it can’t be the only source of business. Repeat business only happens every 6-10 years in most cases, and agents who consistently advertise and market their services may gain top-of-mind awareness that you’ve lost. Also, today’s consumers have high expectations. A simple referral may not be enough to seal the deal if a seller doesn’t feel you will actively market their home – or if a buyer has not seen you actively working their area of interest.

New trends you should embrace.

START With a fresh look at your branding. Is your website old and tired? Is your photo the same one you’ve used for the last 10 years? What about your branding in general – colors, logos, and style? Does it look clean and fresh? Dark, heavy colors are out. Light and bright colors are in – especially for spring. Freshen up your marketing “wardrobe” to get new attention.

START –Mobilizing everything. What does you website look like when you open it in the browser on your phone? If you have to “pinch and stretch” to see it, most will abandon it and move on. Do you have single property mobile sites for all your listings? Text code lead generation? GPS-enabled sign riders? More and more consumers are relying on their phones to text codes for more information, download apps, search the web, browse the Internet, etc. Make sure you are taking advantage of being able to reach consumers on the go.

START – Incorporating an IDX feed into your site. Buyers and sellers today think a home shopping experience should be comprehensive. They want to search, on their own, every available property – from one location. Create a home shopping experience for them that keeps them on YOUR site. If they can find all the available listings and search in a rewarding way, they will bookmark your site, and regardless of whether the home they are interested in is your listings, they will contact YOU.

START – Putting YOUR brand front and center. Of course you want to be everywhere a potential client looks for real estate information. But – are you lost in the crowd or do you really stand out? Download our Personal Brand Workbook here to take a fresh look at your personal brand and potentially, adjust your brand strategy.

START – Using locally distributed advertising to reach LOCAL buyers. Winning the Google Search over large listing sites is probably a futile effort. However you have a distinct advantage over them. You are IN the local market. Use tools like interactive print and direct mail to generate direct response on the streets of your market – in the places where your potential customer live, work, shop and play. Interrupt their day with your advertising message with an immediate lead generation call to action.

  • Text this code to see more photos, prices, and information.
  • Go to my website to shop all the homes in the market.
  • Call, text, or email me for a list of all the homes in the area that match your dreams to your next home.
  • Email me for an analysis of recent sales in the area.
  • Call me to find out about my marketing campaign for your home.

A direct call to action placed in front of those with the ability and likelihood to do business with you will create more business for you.

Have more questions on how to freshen up your spring marketing plan? Contact your local Real Estate Book representative or go to Store.RealEstateBook.com to learn more.

*NewPoint Media Group Research on Home Buyers and Sellers (May 2013)

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