In the last property marketing primer, we looked at the importance of print marketing in an effective property marketing plan. Print marketing through various mediums is a key foundation to any property marketing or advertising plan. But, a plan can’t contain just one medium. An effective property marketing plan needs to contain various mediums targeted directly at potential buyers of the subject property.
Today’s buyers are online. The savvy agent will use online mediums to target potential buyers of a property that is for sale. Online property marketing opportunities tend to be less expensive then traditional print however the number of online opportunities are significant. An agent should analyze the traffic and target of the various options prior to investing in any online resource. Understanding where your potential buyer goes online will help you decide where to invest in property marketing online.
A few of the most popular online property marketing sites are:
Multiple Listing Systems (MLS) – generally the local MLS system will have a public website that provides a search option for potential homeowners. Often, properties appear on the MLS homesite automatically when they are entered into the agents MLS system.
Branded Websites – branded websites for franchise corporations such as RE/MAX, Century 21 and Coldwell Banker offer the public listing searches. Again, properties are usually populated automatically on these sites through broker reciprocity.
Regional Listing Websites – many regional areas have listing websites for a specific town or area. Some are run by local media companies or newspapers and offer additional advertising opportunities to local agents.
National Aggregators – national websites such as Zillow, Trulia and Yahoo Real Estate consolidate real estate data from multiple sources and provide buyers with a single-search type experience. Most of these sites offer real estate agents the ability to purchase additional advertising or features to supplement their property marketing plan.
Personal Blogs – real estate agents should consider posting listings including photo galleries to their personal blogs and websites.
Social Media – most real estate agents today have social media accounts with the top social sites. Examples of these include Facebook, Google Plus and Twitter.
Targeted Online Advertising – targeted advertising can take many forms including featured posts (promoted) on Facebook and Google Adwords targets. These tactics are generally reserved for more advanced property marketing plans.
The ideal property marketing plan is a well-orchestrated and coordinated effort of various medias working in conjunction to reach potential buyers of a subject property. Online tools are important in today’s marketplace. They work in conjunction with print tools and personal marketing. Personal marketing is the subject of our next Property Marketing Primer.