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Marketing 2.0 Technology Driven Results

Marketing 2.0 Technology Driven Results. The Center for REALTOR Technology Technical Intensive – 2007 REALTOR Expo. The Race is on. By the time you finish reading this, another Listing Aggregator or Online Advertising Model will have been launched. The Lineup. No Free Lunch. Time is money

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Marketing 2.0 Technology Driven Results

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  1. Marketing 2.0Technology Driven Results The Center for REALTOR Technology Technical Intensive – 2007 REALTOR Expo

  2. The Race is on By the time you finish reading this, another Listing Aggregator or Online Advertising Model will have been launched.  Page 2

  3. The Lineup  Page 3

  4. No Free Lunch • Time is money • Pay to Enhance • Who Really Wins if everyone does it • Keyword Bidding wars • Past performance is not indicative of future results  Page 4

  5. Return On Investment • Expense Monitoring • What’s Working – What’s not • Most Exposure for least cost/effort  Page 5

  6. Build a better mousetrap • Without your content, aggregators have no product • Listings are your product, and each is unique • Houston Area REALTORS • Over 50% of listing search • Redirected back to agent/broker of origin  Page 6

  7. End of the day Is excessively marketing your property helping your exposure and selling more properties? OR Costing you time and money?  Page 7

  8. Topics • Strategies for Effective and Cost Efficient Marketing • Online Advertising • Ins and Outs • Optimize your time and money • Analyzing your Return on Investment  Page 8

  9. Derek Overbey • Vice President of Marketing • Intero Real Estate Services • doverbey@interorealestate.com • Oversees marketing, advertising, communication and Internet initiatives • Involved in technology integration strategies  Page 9

  10. Brendon Kraham • National Sales Manager, Classifieds and Local • Google • brendon@google.com • Developing Real Estate relationships for the Google Marketing Platform • Education of partners on the benefits of online advertising  Page 10

  11. Adam Goldberg • Co-Founder • ClearSaleing, Inc. • adam.goldberg@clearsaleing.com • Provide tools for assessing online advertising performance • Strong Internet advertising background  Page 11

  12. Sarah Shoemaker • Chief Operating Officer • Real Living • sarah.shoemaker@realliving.com • Oversees web services and information technology infrastructure • Responsible for day-to-day options of agent and customer care  Page 12

  13. Frank Breithaupt • Vice President and General Manager • Homescape • fbreithaupt@homescape.com • Operations and strategic direction of online real estate business unit • 25 years of newspaper and interactive media experience, 8 within industry  Page 13

  14. Questions • Listing Advertising Venues (Trulia/Zillow) friend, foe or someone to keep well within your sights? • Speaking of these venues, do you go for the up-sell (enhanced listings, etc)? • If everyone enhances their listings, doesn't that just bring everyone back to ground zero, except the venues cashing in? • Is there such a thing as advertising (syndicating) your listings in too many places? • With all these sites, is it too hard/time consuming to syndicate listings? • Is there a limit on over-bidding your competition for keyword advertising (such a Google ads) • Who owns the listing vs who owns the listing data? • Is google/trulia/zillow putting advertising placed around the listing "making money off the hard work" of the brokers? • Is someone reposting a listing that isn't theirs "stealing?“. Its still your listing and your sale. • Has/Should the role of the MLS expanded to include a marketing component? IE Houston Assoc. of REALTORS (50%+ of listing search). • Where do we think the consumers are going to get listing information? • How are you tracking where consumers are coming from? • What are your methods for analyzing ROI • How do you convey to your clients (Sellers) that being listed everywhere may not mean better marketing?  Page 14

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