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Looking to the Future 2008 Online Marketing Strategy

Looking to the Future 2008 Online Marketing Strategy. 2008 Online Strategy – Summary. The online real estate space is evolving and NRT’s online strategy is shifting to better align with these changes. We will: Initiate or expand our relationships with strategic online real estate web sites

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Looking to the Future 2008 Online Marketing Strategy

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  1. Looking to the Future 2008 Online Marketing Strategy

  2. 2008 Online Strategy – Summary The online real estate space is evolving and NRT’s online strategy is shifting to better align with these changes. We will: • Initiate or expand our relationships with strategic online real estate web sites • Yahoo, Zillow, Trulia, Google, others • Drive traffic to company web sites via search engines, strategic partners, and paid advertising • Maintain our dominant presence on Realtor.com • Supporting the products that best support the customer • Give sales associates opportunities to partner with us on Realtor.com • Agent Branding • Featured Homes • Implementing IDX on brand web sites

  3. Online strategy for the past three years • Since 2005, Realtor.com has been our major online partner • At that time, Realtor.com was the dominant Real Estate web site and the only fully national player with comprehensive listings • From the beginning, we leveraged a variety of on-line features on Realtor.com: • Multiple photos • Additional listing information • Company branding • Agent branding • Featured Homes

  4. Newer, faster growing online brands • The online field of players has changed: • Realtor.com: still the largest real estate web site in all of 2007 • Yahoo! Real Estate: traffic has grown to where in November they had more Unique Visitors than any real estate site. • Trulia: the fastest growing real estate site on the Internet. • Zillow: one of the top three most visited real estate Web sites less than two years after launch. • GoogleBase: the biggest and most popular Internet Search Engine. • FrontDoor: the exciting new Web site powered by HGTV. • OpenHouse.com: expanding its inventory to increase value to the consumer.

  5. Realtor.com the biggest; but more sites playing bigger roles

  6. Front Door Yahoo Real Estate Pay per Click Search Trulia Organic Search Google Base Banner Ads Realtor.com Company Sites Brand Sites Leads Some sites send us traffic, some sites send us leads

  7. Driving traffic to our company sites • Search Engine Advertising (Pay-per-Click) • In 2007 ads for our Web sites displayed >500 million times. • For 2008, we’ve increased our Search Engine Advertising Budget. • Search Engine Optimization • In 2007 we got more Organic traffic than Pay-per-click traffic. • For 2008, we’re continuing our optimization efforts. • Trulia Changed Their Interface in December of 2007 • In 2007 we got a lot of traffic from Trulia • In 2008 traffic from Trulia has improved dramatically • Yahoo! Real Estate is changing their web site giving NRT listings much more prominent placement • Will see even greater site traffic

  8. Even more value from Trulia December 2007: Trulia improved their interface, and the monthly clickthrough to our company Web sites took off.

  9. Even more value from Yahoo! Real Estate November 2007: Our listings went live on Yahoo. February 2008: Our exposure on Yahoo drastically improves due to change in their relationship with Prudential. Later in 2008: The relationship between Yahoo and Prudential will further diminish.

  10. Looking to the Future - 2008 Online Strategy • Maintain a dominant presence on Realtor.com • Expand relationships with listing distribution partners: • Trulia – Yahoo! Real Estate • Google Base – FrontDoor • OpenHouse.com • New initiatives: • Details about a relationship with Zillow to be announced • Defining strategy to cost effectively distribute listings to many local newspaper web sites. • Continue to increase traffic to our company web sites via: • Search engine optimization • Search engine advertising • Links from distribution partners • International Advertising • Implementing IDX on brand Web sites

  11. 2008 strategy on Realtor.com • NRT is shifting its investment with Realtor.com. Will support: • Multiple photos • Additional listing information • Company branding • Partnering with sales associates on the Agent Branding product • Sales associates have the option to do: • Agent Branding: minimal cost option of $99 to display personal branding and receive Direct-to-Agent leads from Realtor.com • Featured Home spots: exclusive chance to purchase Featured Home spots at discounted rate of 10%

  12. Opportunity #1: Agent Branding • On March 31, 2008 sales associates’ personal branding will stop displaying by default on their listings on Realtor.com. • NRT sales associates will have a low-cost ($99) opportunity for their personal branding to display on their listings on Realtor.com, exactly as it does today. • If a sales associate takes advantage of this opportunity for $99: • Their photo will display on their listings. • Their name, phone numbers, and links will display on their listings. • All leads from Realtor.com will be delivered to them as Direct-to-agent leads through LeadRouter (i.e. no 15-minute claim period).

  13. With Agent Branding Without Agent Branding

  14. Strategic opportunity for Sales Associates • The Realtor.com Agent Branding product is a powerful opportunity to strategically brand Sales Associates, ensuring: • That sales associate agent branding is consistent on all online marketing placement • Contact information will help drive calls and clicks directly to the associates phone and web site • Leads will be sent Direct-to-agent through Lead Router, without any 15-minute claim period.

  15. Opportunity #2 - Featured Homes – Exclusive Offer • NRT will no longer financially support Featured Homes on March 31, 2008 • Beginning, February 13th, NRT agents will have a 30 day exclusive opportunity to purchase these Featured Homes. Non-NRT agents can not buy them at this time. • During the first 3 days of this period, the Featured Homes slots currently assigned to each NRT office can only be purchased by agents in that office. Slots will be first come, first served. • After the 3 day office exclusive, any NRT agent can buy any Featured Home slot currently assigned to any NRT office. Again, slots will be first come, first served. • During the entire 30 day period NRT agents will get a 10% discount off the purchase of any Featured Home slot available from Realtor.com, regardless of whether it is currently owned by NRT.

  16. Timeline for Exclusive Featured Home Opportunity

  17. Next Steps • Each company will identify their Point Person for Featured Homes • NRT will provide each Point Person with one Excel Workbook per office. Each office’s Excel Workbook will contain three tabs: • One will list the Featured Homes purchased in bulk by NRT. (These are the ones that will be available for sale.) • One will list any other Featured Homes owned by the office. (This list is for reference only. These are not available for sale.) • One will list any Featured Homes owned by agents in the office. (This list is for reference only. These are not available for sale.) • Give sales associates the exclusive opportunity to purchase Featured Homes. • Provide instructions to sales associates on how to participate in personal branding opportunity. (Coming soon)

  18. 2008 Online Strategy – In Review The online Real Estate space is evolving and NRT’s online strategy is shifting to better align with these changes. We will: • Initiate or expand our relationships with strategic online real estate web sites • Yahoo, Zillow, Trulia, Google, others • Drive traffic to company web sites via search engines, strategic partners, and paid advertising • Maintain our dominant presence on Realtor.com • Supporting the products that best support the customer • Give Sales Associates opportunities to partner with us on Realtor.com • Agent Branding • Featured Homes • Implementing IDX on brand web sites

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