Coldwell Banker® eMarketing Advantage

CBMove.com
Coldwell Banker®
eMarketing Advantage
Expanding The Buyer Universe | Focusing Home Buyer Interest | Re-inventing Customer Service
CBMove.com
Real estate’s
new reality –
your buyer
is online.
Use of Media During Homes Search Process1
71%
74%
77%
80%
84%
87%
Today, 87% of home shoppers use the
Internet as part of their home search.1
That’s a pretty stunning figure when you
consider that only a decade ago, real estate
eMarketing was in its infancy. Even more
stunning are the implications of this change in
43%
53%
37%
41%
50%
55%
50%
41%
47%
1999 2001 2003 2004 2005 2006 2007 2008
Internet
Newspaper
home buyer behavior. Suddenly, a playing field
that was once much more level has become
stacked in the favor of one type of real estate
agent – your Coldwell Banker sales associate.
How so? It’s simple. Coldwell Banker Residential
Brokerage uses its size and resource advantage to
canvas the Internet, entering into national marketing
relationships with the world’s top real estate sites.
This creates broad-based exposure for your home,
the kind that makes it easy for buyers to find your
property, but is next to impossible for local or regional
brokerages to replicate. And once a home shopper finds
your property, Coldwell Banker’s feature-rich Web sites
provide the service tools to encourage shopper interest
and help buyers and sellers stay connected throughout
the transaction process.
1 2008 National Association of REALTORS® Profile of Home Buyers and Sellers.
Expanding the
buyer universe.
eMarketing that makes a difference.
A home buyer is 85% more likely to use the
Internet than newspapers at some point during
their home search process.2 In the course of just
a few years, once tried-and-true marketing plans
By being the first to fully embrace the Internet
that overlooked the Internet have suddenly
with a far-reaching vision, Coldwell Banker
become outdated and incomplete. At the same
Residential Brokerage has found the formula
time, the vast majority of eMarketing plans don’t
for expanding your universe of potential home
reach enough of the top real estate sites, leaving
buyers. Today, through our careful investment
them similarly incomplete. By providing our sales
and powerful alliances, we’ve claimed virtual
associates with a comprehensive eMarketing
ownership over the Internet’s most exclusive
program, Coldwell Banker Residential Brokerage
real estate – those sites where home buyers
is helping ensure that your listing appears where
aggregate in the largest numbers.
today’s home buyers will be shopping.
Home buyers start online – so did we. 87% of
home buyers are searching online.2 To tap into
this audience of home buyers, we are continually
purchasing key real estate search terms on major
CBMove.com
search engines like Yahoo! and Google. The millions
we are spending on search engine advertising
this year includes thousands of search terms.3
2 2008 National Association of REALTORS® Profile of Home Buyers and Sellers.
3 Based on the estimated retail value of NRT LLC’s annual spend for search engine advertising. Coldwell Banker Residential Brokerage is a member of the
NRT family of companies. NRT has over 900 offices and 54,000 sales associates operating in over 35 metropolitan areas.
CBMove.com
Location.
Location.
Location.
>> CBMove.com
Once a buyer has zeroed in on your area as a desirable
location, CBMove.com helps ensure that your listing
receives the full benefit of its geographic desirability.
It’s an axiom as old as the industry itself –
Buyers who visit can find your home searching by city,
location is everything! That’s why
zip code, MLS # or by property type, and they have
Coldwell Banker Residential Brokerage
access to community information that will help them
has built, brokered and bought some of
the Internet’s most valuable real estate
for hosting your home listing.
further appreciate your area. CBMove.com also gives
visitors access to innovative features like our buyer
inquiry rapid response system and our automated
listing update tool that alerts buyers when your home
comes on the market.
>> ColdwellBanker.com
Award-winning4 ColdwellBanker.com is the
#1 real estate brand Web site5 with over 31 million
potential buyers among its visitors last year.6 As
the first national real estate brand to integrate
streaming video online and integrate community
amenities into its satellite mapping feature,
ColdwellBanker.com is at the forefront of helping
buyers and sellers make the connections that lead
to a satisfying home sale/purchase experience.
>> ColdwellBankerPreviews.com
Award-winning in its own right,7
ColdwellBankerPreviews.com features
more than 15,000 luxury property listings,
an exceptional home inventory that attracts
affluent buyers worldwide. In addition to
finding your home’s listing online, visitors
to ColdwellBankerPreviews.com can access
up-to-date information on the surrounding
community, schedule an open house or print
out maps and driving directions. No wonder
it attracts more than 1 million visitors a year
from more than 100 countries.
4 2007 WebAward Outstanding Website – sponsored by Web Marketing Association, 2007 Outstanding Achievement in Business
– sponsored by The Stevie Awards, 2007 Excellence in Design Honors – sponsored by the International Academy of Communications
Arts & Sciences/MerComm, Inc.
5 Nielson NetRatings January-December 2007.
6 Based on SurfAid/WebTrends® data from January-December 2007. 7 Web Marketing Association 2005 “Best Real Estate Web Site”; “Gold Level Award Winner in the League of American Communications
Professionals 2005 Spotlight Awards for Print, Video & Web Communications Competition.”
CBMove.com
>> AOL® Real Estate
AOL® Real Estate helps make your home listing
available to the entire AOL® online community.
This site displays new and existing homes,
foreclosures, for sale by owners and even
apartments all together in one search result.
Coldwell Banker Residential Brokerage listings
will appear in the Summer of 2009.
>> BaltimoreSun.com & WashingtonPost.com
Locally, Coldwell Banker Residential Brokerage is represented on the web sites
of two of the most prestigious papers in the Mid-Atlantic region, BaltimoreSun.
com and WashingtonPost.com. Baltimoresun.com is Maryland’s #1 local news
website, with an average of 33.4 million page views and 3.3 million unique users
each month in 2008.8 The WashingtonPost.com is an award winning news and
destination web site that boasts over 10 million online readers each month.9
The site engages savvy online buyers with easy to use searches, interactive maps
and local real estate content.
>> Cyberhomes.com
A respected home search and valuation site owned by Fidelity National Real Estate
Solutions. Cyberhomes also powers the valuation and listings aggregation functions
for AOL® Real Estate. The Cyberhomes database includes more than 100 million
property ownerships, sales and mortgage records, covering more than 85% of the
United States population.
8 Source: BaltimoreSun.com
9 Nielsen Online, NetView, three-month average: January–March 2008.
>> FrontDoor.com
Your home will be included among the 1.2 million listings that appear at
FrontDoor.com. This important new online listing service was developed by
Scripps Networks, the lifestyle media leader behind HGTV, which is seen in more
than 95 million U.S. households.
>> Google Base™
Building upon our advertising relationship with search engine
Google,™ we’re proud to be among the first national real estate
providers to participate in Google Base™ – a service that enables
any content provider to submit information that is searchable
on Google, and improves the quality and breadth of real estate
information online. Your listing gets updated every 24 hours,
making it easier to find on the search engine that accounts for 61%
of all searches performed worldwide.10
>> Homefinder.com
Connecting home buyers and sellers to the most trusted sources
for local real estate - the real estate section of newspaper
Web sites, which offers a network of more than 140 online
newspaper real estate sites and more than 3 million property
listings nationwide.
10 comScore Networks qSearch, April 2006.
CBMove.com
>> IHT.com
The Web site of the International Herald Tribune is the premier
international newspaper for opinion leaders and global decision
makers around the globe. The site receives 7 million unique visitors
generating 39 million page impressions.11 All Coldwell Banker
Residential Brokerage listings will appear in the Spring of 2009.
>> NewYorkTimes.com
To help you attract buyers worldwide, we’ve partnered with
NewYorkTimes.com, the #1 Web site in the world. All of our listings
are showcased in the real estate section with 36 million views per
month. This site reaches a geographically diverse audience and
millions of potential homebuyers.
>> OpenHouse.com
Maximize the Exposure of Your Open House. When Coldwell Banker
Residential Brokerage schedules an open house, we make sure it gets
maximum exposure. OpenHouse.com is the Internet site devoted solely
to helping home buyers find open houses that match their search criteria.
Home shoppers are able to view pictures and detailed information about
your home, as well as get maps and driving directions. OpenHouse.com
will even e-mail the date and time of your open house to all registered
home buyers interested in purchasing a home like yours in your area.
Coldwell Banker Residential Brokerage harnesses the power of the
Internet to help ensure that your open house is a success.
11 Source: Analog: Mar, 2008
>> REALTOR.com®
Coldwell Banker Residential Brokerage has launched an unprecedented
alliance with REALTOR.com,® the Internet’s #1 real estate site.12 By
entering into a relationship with them to ensure every Coldwell Banker
Residential Brokerage client enjoys an enhanced listing of their property,
we’ve created an invaluable resource that provides maximum exposure
for your home. And by placing your property on REALTOR.com,® it will
also be seen on the real estate channels of major Web portals like MSN,
Juno, Net Zero, iWon, Excite, Moving.com and more. You can be
certain that your home is accessible to more than 87% of home buyers
who use the Internet to search for a home.13
>> Trulia.com
We’re also among the first national real estate providers to become a
listings provider for Trulia – the 2006 winner of Business Week’s
“Best of the Web, Real Estate” award. Trulia has over 3 million visitors a
month. The reason for Trulia’s popularity is its easy to use Web 2.0
map-based search interface that provides high-level property information
and links to property detail pages.
>> WallStreetJournal.com
New for 2009, all properties over $500k are distributed to the leading provider of
business and financial news and analysis. Over 17 million monthly unique visitors.
12 Media Metrix reporting the average number of unique visitors to REALTOR.com.®
13 2008 National Association of REALTORS® Profile of Home Buyers and Sellers.
CBMove.com
>> Yahoo! Real Estate™
Your property will appear in Yahoo! Real Estate™ listings.
Yahoo! ranks as the world’s #1 most visited Web portal and
Yahoo! Real Estate™ is the second most highly trafficked
real estate Web site.14 That means added exposure for your
home at one of the largest and fastest growing real estate
sites in the industry.
>> Zillow.com
One of the most-visited real estate Web sites, Zillow was the
only Internet company named by Advertising Age magazine
to its 2006 “Marketing 50” list of the most powerful
consumer brands. Zillow’s online real estate community
allows homeowners, buyers, sellers and real estate agents
and professionals to find and share vital information about
homes. By having your home listing appear at Zillow, you’re
reaching an important audience.
14 comScore Media Metrix rankings, September 2007.
Focusing home
buyer interest.
Photo Marketing Program
To satisfy online shoppers, we’ve developed a program
that markets your home using multiple photos. Why?
Because research shows that over 98% of home
buyers found multiple photos highly useful.15 Plus,
We don’t just place your property in the best
having multiple photos gives us an opportunity to
locations. Like your home itself, we make sure
make your home stand out and show its best. After
your listing shows well with images and detailed
property descriptions that convey the unique
character of your home. And because “home”
viewing homes online, over 65% of home buyers have
visited the homes they viewed.16 Your sales associate
will personally help you devise a photo strategy that
works harder to sell your home.
is also a state of mind, CBMove.com offers
content and features that help prospective
buyers get to know and appreciate the allure of
the surrounding community. It’s all part of an
eMarketing approach that says it’s not enough to
help locate prospective buyers when you can also
help focus their interest in owning your home.
15 2008 National Association of REALTORS® Profile of Home Buyers and Sellers. Percentage is a combined average of respondents
who found online photos very useful and somewhat useful. 16 2008 National Association of REALTORS® Profile of Home Buyers and Sellers. Percentage is a combined average of respondents
who drove by and walked through specific properties viewed online.
CBMove.com
Re-defining
customer service.
After generating the greatest exposure for
Online Rapid Response System–LeadRouter™
With our proprietary online rapid response system,
your sales associate has a compelling tool to ensure
your property, we follow it up with the most
every potential buyer for your property receives a
knowledgeable and responsive customer service
fast, professional response. In the blink of an eye,
in the business. Before we changed how the
your potential buyer can connect with the one sales
industry looks at technology, almost half of the
professional who best knows your home and its unique
online inquiries made to sales associates went
selling features.
unanswered. Of those inquiries that did receive a
Here’s how it works:
reply, the average response time was measured
• A homebuyer sees a listing online.
in days.17 Now, the technology and infrastructure
• They request additional information or a showing
of Coldwell Banker Residential Brokerage enables
through the website.
immediate sales associate notification, making it
• The Coldwell Banker Residential Brokerage Sales
possible to respond within seconds.
Associate receives an alert instantly on their
cell phone.
• They are able to respond to the homebuyer within
minutes, and you are that much closer to a closing.
17 Net Mystery Shoppers Dare to Compare report commissioned by REALTOR.com, August 2004.
The keys to selling your home online.
It takes the right mix of technology, resources and know-
Enjoy the
eMarketing
Advantage.
how to make the most of your eMarketing opportunities.
We have it all. Now, when you ask “what are you doing
to sell my home?” your Coldwell Banker Residential
Brokerage sales associate has the ability to respond:
• “I’m generating broad exposure for your property
with unprecedented spending at America’s leading
Internet real estate sites and portals.”
While the thought of finding a successful
eMarketing plan for your home sale may
seem overwhelming, the reality is much
• “I’m making sure your listing gets syndicated to
Google, Trulia, Yahoo! and other sites appearing at no
additional cost to you.”
• “I’m posting multiple photos of your home and a
simpler – work with a Coldwell Banker
detailed property description – two of the most
Residential Brokerage sales associate.
sought after features by online home shoppers.”
• “I’m using tens of thousands of search terms at the
Internet’s biggest search engine sites to drive home
buyers to our online properties.”
• “I’m using the latest technology to respond
immediately to your service requests and the
inquiries of interested buyers.”
Selling in ways the others can’t.
As part of the largest full-service residential real estate
brokerage company in the U.S., and now the nation’s
largest residential real estate brokerage company on
the Internet, Coldwell Banker Residential Brokerage has
the technology and the resources to do it all – ensure
that your listing will be seen by more buyers, that it
will include the information they want and that your
sales associate will be able to respond instantly to their
inquiries. Remember, no marketing plan is complete
without the Coldwell Banker Residential Brokerage
eMarketing Advantage.
©2009 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® Is A Registered Trademark Licensed To Coldwell Banker Real Estate LLC.
An Equal Opportunity Company. Equal Housing Opportunity . Each Coldwell Banker Residential Brokerage Office Is Owned And Operated By NRT LLC.
Version 2/09
CBMove.com
© Coldwell Banker Real Estate LLC. All Rights Reserved.
Coldwell Banker® Is A Registered Trademark Licensed To Coldwell Banker Real Estate LLC.
An Equal Opportunity Company. Equal Housing Opportunity.
Each Coldwell Banker Residential Brokerage Office is Owned and Operated by NRT LLC.