Author Archives: Marketing Department

About Marketing Department

We are the marketing department for Homes & Land Affiliates, LLC., based in Tallahassee, Florida, USA.

Why pink ribbons and partnerships matter in marketing

Why pink ribbons and partnerships matter in marketing

There’s a cause — a mission, a collaboration, a conviction — for everyone to hold closely to their heart. It’s not something to be taken for granted or exploited. It flourishes when thoughtfully aligned with a person or organization’s vision and chosen pathway to success.

Cause marketing generally concentrates on cooperation between a company and a non-profit organization, and is designed to promote the philanthropic goals of the two entities. It’s not to be confused with corporate giving, which is rooted in tax-deductible, charitable donations.

Real estate professionals, whose presence and visibility in local communities are ubiquitous, are in the unique position to lead the way when it comes to giving back or, better yet, “paying it forward” with cause marketing.

Forbes Contributor David Hessekiel writes that the prominence of cause marketing continued to come into focus for many companies in 2013. “In addition to typical pairings of corporations and nonprofits, we saw meaningful alliances take many shapes — even between companies that otherwise view one another as major competitors.”

Cause marketing in real estate is going to look different for every agent or brokerage. It may require some soul searching, but making the effort is sure to have a positive impact in more ways than one.

Colorful campaigns

Whether it’s “going pink” to help fight breast cancer, donning purple for Alzheimer’s disease awareness, or putting on a puzzle-patterned ribbon for autism, there are a number of different ways colors can show support for a cause. Participating in a campaign that uses colors, while including information about partner organizations in your advertisements, can be a great way to raise awareness for the causes you care about.

Positively patriotic

Supporting veterans and military families hits close to home for many Americans. Working with a local or national veterans organization to promote events or assist with fund-raising can be a rewarding partnership, as well as an ideal way for agents to recognize the soldiers and families whose service and sacrifices help sustain the nation.

Home-based help

Habitat for humanity comes to mind when thinking about cause marketing and homes. Humans aren’t the only inhabitants in need of living quarters, though. If you have a soft spot for finding homes for furry friends, supporting animal adoption groups may turn out to be the perfect pet cause.

#GivingTuesday

In stark contrast to Black Friday and Cyber Monday, Giving Tuesday promotes a spirit of generosity. It’s an outstanding outlet for storytellers, too — GivingTuesday.org collects and shares postings describing the compassionate moments that make a difference and help inspire communities.

There are a number of different ways to make the most out of the abundant opportunities to get involved with the causes that matter most to you — think social media, print advertisements, online banner ads, or participating in events.

Working hard to increase consumer engagement wherever and whenever possible is an important component of your success. Increasing the level of civic engagement goes hand-in-hand with those efforts, while at the same time helping to improve the communities buyers and sellers call home.


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Homes & Land Affiliates, LLC, is the most trusted, integrated multimedia real estate brand in North America. A leading local resource for real estate information, HomesAndLand.com welcomes millions of unique visitors every month. Headquartered in Tallahassee, Florida, with magazines across the United States and Canada, Homes & Land has been serving real estate professionals, homebuyers and home sellers since 1973. In addition to Homes & Land Magazine, the company publishes Home Guide, Rental Guide, and Estates & Homes magazines.

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Easy 5-step strategy for turning old clients to new

Easy 5-step strategy for turning old clients to new

Moving, like other life events, is not often repeated in rapid succession. You can never tell when a happy homeowner is about to become a motivated buyer/seller. However, when it comes to the biggest of all big-ticket purchases — real estate — a repeat customer can represent a big win for agents.

Recently released data on mortgages from Fannie Mae indicate that there’s no time like the present to be in the market buying and selling real estate. With a growing number of Americans thinking now is the right time to attain a home loan, now is definitely the right time for agents to revamp their retention strategies.

These five steps to develop a top-notch retention strategy are important to your success:

1. Recognize the retention reality

In an article for Realty Times, author and former Realtor Bob Hunt points out that “the cost of acquiring a new customer is six to seven times greater than the cost of keeping an existing one.” A commitment to keeping in touch with former clients benefits your budget and your reputation.

2. Your brand in demand

Successful real estate agents make the most of a recognizable brand. Leverage your brand by advertising more than your listings — advertise yourself. Blending traditional methods, like placing a branding advertisement in Homes & Land Magazine, with more unconventional tactics will likely prove to be the perfect brand-awareness boost.

3. Networking on the net

Social media sites, the Web’s destinations for water-cooler conversations, are surprisingly useful, user-friendly and can be your best friend in the retention game. Being visible on Facebook and Twitter is hassle-free with Homes & Land, making regular marketing activities part of your retention strategy by reminding former clients you’re still hard at work.

4. Just being neighborly

A hand-written note. A quick phone call to check in and say, “Hello.” Even a polite email will be welcome amid the flood of other marketing messages your former clients are receiving. In this age of “big data,” taking the time to reach out on a personal level will help you cast a positive light on your client relationships.

5. Don’t forget direct mail

Your Homes & Land publisher is the best local resource for direct mail. Whether it’s post cards, flyers, or magazines featuring your advertisements, targeted mailings can reach former clients without being intrusive. Agents affiliated with Homes & Land have the added benefit of being able to schedule magazine mailings to specific addresses right from the online control panel — a quick and efficient way to deliver a high-quality reminder.

Marketing professionals are quick to extol the benefits of a good retention strategy. Don’t be an afterthought next time one of your former clients chooses a real estate agent. With a bit of proactive planning, you’ll be the one getting a call when the decision to move is made.


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Homes & Land Affiliates, LLC, is the most trusted, integrated multimedia real estate brand in North America. A leading local resource for real estate information, HomesAndLand.com welcomes millions of unique visitors every month. Headquartered in Tallahassee, Florida, with magazines across the United States and Canada, Homes & Land has been serving real estate professionals, homebuyers and home sellers since 1973. In addition to Homes & Land Magazine, the company publishes Home Guide, Rental Guide, and Estates & Homes magazines.

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Boost your digital marketing with Homes & Land

The significance of a solid social media strategy should be hitting home for real estate agents looking to grow their business.

In real estate, where referrals make a big difference to the bottom line, online social networks impact your potential for connecting with buyers and sellers.

A major finding from the 2013 Social Media Marketing Industry Report sums up the importance of your online social presence: “Increased exposure is the top benefit of social media marketing: A significant 89% of marketers stated that increased exposure was the number-one benefit of social media marketing.”

The significance of a solid social media strategy should be hitting home for real estate agents looking to grow their business.

When it comes to implementation, the mechanics don’t have to be burdensome to your daily grind. A partnership with Homes & Land comes with plenty of built-in benefits, including an all-in-one Dashboard for sharing your listings to social networks, the just-released, invaluable Craigslist Posting Wizard for online classifieds, and scores of options for syndicating listings to your choice of nationally known real estate websites.

In regard to the online social sphere, the Homes & Land Dashboard has direct-line interfaces with some of the biggest players in the game, like Facebook, Twitter and YouTube — all potential referral resources. Take strides toward reaching new prospects with the following tips.

Facebook

Create specific lists of friends to make your postings more targeted. For example, after clicking on the “Friend” button on the left side of the home page, click “Create List” and make a list for your prospects, a list for your past clients and a list for fellow Realtors. Read more about Facebook lists in this instructional post from Inman News.

Twitter

Use hashtags more effectively. One way that little tic-tac-toe pound sign can help extend the reach of your tweets is by using a hashtag with the cities where your listings are located. Tweets sent from the Homes & Land Dashboard do this — #YourCity — automatically. That hashtag will help align your listings with tweets that are already focused on that area.

YouTube

After Homes & Land automatically creates an EZ Tour Video for your listing, post it to YouTube from your custom Dashboard. Go one step further and add annotations with extra information about the house or the rooms, offering viewers a few useful details they weren’t expecting.

Having looked at some tips for the most prominent social media outlets, it’s worth taking a quick tour of some sites that seem like outliers in comparison. You may not have accounts on the following platforms, but the up-and-coming millennial demographic are likely to be users.

Instagram

According to TechCrunch, Instagram is the fastest-growing social site globally. Designed for use on smartphones, Instagram has several photo filters that can easily add contrast or a soft glow to listing photos.

Pinterest

The Internet’s bulletin board, Pinterest is popular as a means for cataloging photos of dream homes, gardening projects and decorating ideas, often with an emphasis on DIY and crafts. In fact, it’s the next feature soon to be added to the Homes & Land Dashboard.

Vine

The video sharing site Vine helps you create six-second looping videos that can be shared quickly and easily — perfect for capturing a panorama of a home’s backyard or interior.

Tumblr

Investing time to blog can seem like a daunting task, but with Tumblr, blogging can be quick and easy. Its layout features ample space for photos and text, as well as a “Queue” feature that allows posts to be scheduled over time.

Google+

Live video “Hangouts” on Google+ could come in handy, especially for long-distance conversations that would benefit from having a maximum of 10 participants meet face-to-face.

Demonstrate your digital marketing prowess by keeping an eye on social media trends. By taking advantage of real estate marketing tools from Homes & Land, you’ll find plenty of extra time for networking. “Friend” or “follow” your local Homes & Land publisher on social media — then contact them to learn all the different ways an integrated marketing strategy helps you connect with more buyers and sellers.
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Homes & Land Affiliates, LLC, is the most trusted, integrated multimedia real estate brand in North America. A leading local resource for real estate information, HomesAndLand.com welcomes millions of unique visitors every month. Headquartered in Tallahassee, Florida, with magazines across the United States and Canada, Homes & Land has been serving real estate professionals, homebuyers and home sellers since 1973. In addition to Homes & Land Magazine, the company publishes Home Guide, Rental Guide, and Estates & Homes magazines.

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Homes & Land launches solution to Craigslist shutdown of HTML tags

Homes & Land has taken the hassle out of online real estate classifieds with a new Craigslist Posting Wizard.

As many in the industry are already aware, Craigslist recently made changes to its for sale and housing categories, disallowing several of the HTML tags many real estate agents and offices relied on to generate customized postings.

While real estate companies nationwide were affected by Craigslist’s move, Homes & Land advertisers now have an updated tool that makes posting to the online classifieds site simple and speedy.

The new Posting Wizard from Homes & Land works within the guidelines set by Craigslist, offering advertisers the perfect resource for optimizing postings — and for getting those postings online in the most convenient way possible.

Through a guided, step-by-step process, the Homes & Land Craigslist Posting Wizard provides the best method for ensuring that listings have the chance to be seen by Craigslist’s audience of nearly 50 million unique monthly visitors.

The Craigslist Posting Wizard is a built-in feature for Homes & Land advertisers, part of a control panel that boasts resources like social media syndication, sophisticated listing and marketing flyer templates, customizable websites, digital proofing for magazine advertisements, lead reports, and many other helpful tools.

No one in the industry does local, integrated real estate marketing better than Homes & Land. Contact your area publisher to start planning the perfect marketing strategy to help you achieve your goals.


40thRGHTsm

Homes & Land Affiliates, LLC, is the most trusted, integrated multimedia real estate brand in North America. A leading local resource for real estate information, HomesAndLand.com welcomes millions of unique visitors every month. Headquartered in Tallahassee, Florida, with magazines across the United States and Canada, Homes & Land has been serving real estate professionals, homebuyers and home sellers since 1973. In addition to Homes & Land Magazine, the company publishes Home Guide, Rental Guide, and Estates & Homes magazines.

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9 Real Estate Marketing Articles You Shouldn’t Miss

9 Real Estate Marketing Articles You Shouldn’t Miss

There’s a lot of optimism and energy about the real estate market leading into 2014, and some new information recently published by the National Association of Realtors helps put it all in perspective.

The 2013 NAR Profile of Home Buyers and Sellers points out that, at some point during the home search process, 89 percent of home buyers used a “website and a real estate agent as information sources.” However, the report also notes that only 43 percent of buyers found the home they purchased on the Internet — a mere one percent up-tick from 2012. That means 57 percent of home buyers found thier home from non-Internet sources such as magazines.

With the majority of home buyers finding their homes through real estate agents and offline media, it’s an exciting time for marketing and brand-building with Homes & Land. The Web presence will always be there — HomesAndLand.com is engineered to be tablet and mobile friendly — but having an established, local partner is invaluable. For a comprehensive, integrated marketing solution, Homes & Land is not only the clear choice, but the leader.

As the new year promises to hold many exciting opportunities, here’s a selection of nine real estate marketing articles to help you cover all your bases when planning a strategy.

1. Magazines are top tier for driving online search

“This year’s Factbook shows that magazine media brands satisfy readers when, where and how they choose,”

says Association of Magazine Media President and CEO Mary G. Berner. In the real estate segment, expect integrated media to play a big role in the buying and selling experience.

2. Communicating your value as a real estate agent

Plenty of negotiating goes into determining the value of a listing, but there should be no question about the value of a Realtor. Unfortunately, many home sellers and buyers may not know how critical it is to work with a real estate agent.

3. Powerful real estate marketing for your brand

By focusing on name recognition, concerns about the real estate industry’s challenges can be kept in check. With attention to detail and creativity, your brand and reputation can be working for you while you’re out working for your clients. Your brand must be everywhere that a potential buyer and/or seller may find you.

4. Connect with Millennial buyers

Generation Y, also known as the Millennial generation, represents a new demographic in the housing market. Despite the recent downturn, younger buyers worry less and often see real estate as a good investment — 85 percent of buyers under the age of 32, for example, recognize the financial wisdom of homeownership.

5. Attract listings in a seller’s market

First-time homebuyers are split 50/50 on where they start their home search. If you market only with digital, you miss out on 50 percent of the market. Contact an Integrated Marketing Specialist from Homes & Land to discover an exclusive variety of print and digital offerings to cover 100 percent of the potential market.

6. Exploring HOA pros and cons in real estate marketing

A savvy real estate agent can help buyers make an informed decision based in part on information about the homeowners association managing a development. Knowing some HOA basics can add an extra dimension to an agent’s real estate marketing capabilities.

7. The keys to outstanding real estate branding

The amount of effort that goes into your marketing strategy doesn’t have to be overly time-intensive or stress-inducing — as long as you have a solid understanding of effective real estate branding. The right branding strategy will help all of your marketing and advertising fall in line.

8. Luxury real estate: Leap past high-end listing hurdles

The Herculean task of finding qualified buyers for high-end properties is as difficult as it is rewarding. The blood, sweat and tears (and dollars) that go into each transaction could easily give way to feelings of despair. But arrive at a closing or settlement and see the achievement boost your stature in the luxury real estate market.

9. What Every Agent Should Know About Marketing

One of the most important tenets of marketing, and often the most forgotten, is that successful marketing requires patience and persistence. This can be difficult for impatient real estate agents who want to see instant leads from short-term efforts.

Homes & Land Success

“Our monthly Homes & Land advertising connects us with literally tens of home buyers each month and has played a key part in our personal and marketing success.

Our sellers love the fact that Homes & Land gains them national exposure for their listings through their national presence and high-volume website, as well as those of The New York Times and Wall Street Journal, among dozens of others. It’s a slick, full color, professional publication that immediately captures the home buyers’ attention.”

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Keith MacRae
Gina MacRae
Coldwell Banker Legacy


40thRGHTsm
Homes & Land Affiliates, LLC, is the most trusted, integrated multimedia real estate brand in North America. A leading local resource for real estate information, HomesAndLand.com welcomes millions of unique visitors every month. Headquartered in Tallahassee, Florida, with magazines across the United States and Canada, Homes & Land has been serving real estate professionals, homebuyers and home sellers since 1973. In addition to Homes & Land Magazine, the company publishes Home Guide, Rental Guide, and Estates & Homes magazines.

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