Tag Archives: online advertising

A strategy for success

“We like to advertise consistently in the same market. I need to get that repetitive marketing out there, because when you continually advertise, you get better results,” says Bill Roe, owner/broker-associate of Ocean Properties & Management in New Smyrna Beach, Fla.

Bill should know. This very successful business owner has been a Homes & Land client for more than 20 years. Home prices often top $1 million in his coastal town, and he finds many buyers by advertising regularly in the Orlando metropolitan area magazine. Bill also advertises with Homes & Land magazines in New Smyrna and Daytona.

“You’ve got to find a medium that is affordable and effective, and that’s what I’ve found with Homes & Land. I’m in there every issue.”

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How to be everywhere, all the time

Multi-channel, omni-channel, whatever you call the current approach to marketing, the basic idea is the same. You need to reach homebuyers and sellers wherever and whenever they’re looking, and listing prospects want to know that’s what you’re doing.

“From websites and email, to social media and print, every channel presents an opportunity to market,” explains Adweek’s SocialTimes blog.

That’s a lot of channels to cover, and each has its pros and cons. Digital is great for immediacy and reach, while printed ads and content seem to be easier for consumers to process and better for brand recall.

Author and science-based marketing expert Roger Dooley sums up recent research in a Forbes post titled “Paper Beats Digital in Many Ways, According to Neuroscience.”

“Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with our brains.”

Dooley continues: “Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.”

The channels work together, with print feeding digital and digital enhancing print.

Your magazine ad gets potential clients’ attention, then can lead them online to your listings or prompt them to text for more photos and info. Each text also generates a lead for you.

“Where we’ve had a great print product, with a smart free distribution model, we have seen a fantastic halo effect upon our digital metrics,” Justin Etheridge, executive vice president of entertainment guide Time Out North America, recently told the Chicago Tribune. The company’s Chicago publication returned to print this fall after a two-year digital-only hiatus.

Homes & Land gives you that great print product with a smart distribution model, along with a presence on more than 20 websites, social media tools, virtual tours, featured online listings, permanent text codes for advertised properties and more.

Multi-channel? You’ve got it covered.

For more on getting the most from Homes & Land, contact your Publisher.

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Your best buyer may be overseas

International buyers snapped up $104 billion dollars’ worth of residential property in the U.S. from April 2014 through March 2015, according to the new “Profile of International Buying Activity” from the National Association of Realtors.

That figure represents 8 percent of the dollar volume of U.S. existing home sales during that 12 months, and it should be of particular interest to agents selling luxury properties. The average price of the homes purchased by international buyers was $499,600, nearly twice the average price of $255,600 for American buyers. Chinese buyers tended to pay more, an average of $831,800.

For the first time in NAR’s report, buyers from China were responsible for the largest portion of foreign sales, spending $28.6 billion on American properties. They were followed by buyers from Canada, India, Mexico and the United Kingdom. A majority of the transactions were all cash.

SELLING LUXURY WORLDWIDE

The easiest way to reach high-dollar international buyers is right in your own backyard. Homes & Land sends qualified luxury listings to the websites where those buyers look, including the Wall Street Journal’s editions for Asia, Europe and India, and the Chinese and Spanish-language versions of Mansion Global, mansionglobal.com.

Buying that exposure on your own would cost approximately $1,400 per listing. When you advertise with Homes & Land, it’s part of the package.

Click here to read NAR’s report on international sales

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Reaching Younger Buyers and Sellers

You know homebuyers and sellers 35 and younger grew up digital and turn to the Internet for real estate information. When it comes to communications, it’s not surprising they also trend digital. NAR notes in its "Generational Trends Report" that young buyers put importance on your communicating through emails and texts, while older buyers are more interested in phone calls.

But Millennials can surprise you. For one thing, they love print.

"Textbook makers, bookstore owners and college student surveys all say Millennials still strongly prefer print for pleasure and learning," the Washington Post reports in an article titled "Why digital natives prefer reading in print." Why do they? Print doesn’t beep, and it lets you relax and absorb what’s on the page.

The same factors play into our continuing attraction to print catalogs, which retailers such as JC Penney have found they can’t afford to give up, and to magazines. An amazing 91 percent of Americans read a magazine in the past six months. Younger Americans, 18 to 24, read more magazines than any other age group.

That’s where Homes & Land comes in. We’re a print magazine, a catalog of homes. We’re also a digital player with a website and easy-to-use online tools. We’re a multichannel, integrated marketing company that gets your listings to everywhere your customers are, no matter their age.

Get a closer look at the whole Homes & Land package


Getting the Web Right

"So, I just wanted to let you know. This week I have been going through all of my websites, ads, everything … lol. And what I have found very interesting is that, going through these 30-some-odd websites, when I searched for myself before logging in … I’m either nowhere to be found, my information is incorrect, or the profile just looks plain flat stupid. When I got onto HomesAndLand.com — everything is correct!!! When I searched for myself in 73034, bam, there I was. When I clicked on details, bam, there they were … good job!!!!"

DAVID DOBSON, Realtor/broker with ERA Courtyard
in Oklahoma City, Okla., and Homes & Land advertiser

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Attract listings in a seller’s market

The real estate market is gaining momentum. Eighty-six of the 100 metropolitan markets are seeing price and number of transactions increase while inventory decreases.

First-Time_Homebuyers_Print-Digital
That’s right, first-time homebuyers are split 50/50 on starting their home search. If you market only with digital, you miss out on 50 percent of the market.

Don’t miss half your market

  1. Integrate your advertising and marketing by spending both online and offline.
  2. Build your brand to attract potential sellers. According to National Association of Realtors, 67 percent of buyers and sellers only meet with one agent before choosing which agent to work with.
  3. Focus on what sellers want from real estate agents.
  4. Be a visible expert in your community. Be active through social media, advertising, direct mail and more.
  5. Test a variety of marketing campaigns and think outside the box. If one campaign fails, try another and another.

HL-40th-Anniversary-CHROME-COLOR-SCHEME-01Contact an Integrated Marketing Specialist from Homes & Land to assist with all 5 steps and more. Benefit from our over 40 years of real estate advertising experience and expertise. Our members have an exclusive variety of print and digital offerings. Find out what Homes & Land can do for you by visiting HomesAndLand.com/benefits.

What sellers want from real estate agents:

What_sellers_want

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