eMarketing Advantage
Transcription
eMarketing Advantage
CBMove.com C O L D W E L L B A N K E R ® eMarketing Advantage Trusted Agents with the Right Tools for Smarter Decisions CBMove.com C O L D W E L L B A N K E R ® eMarketing Advantage TABLE OF CONTENTS Real Estate’s New Reality – Your Buyer is Online ...................................... 3 Expanding the Buyer Universe ................................................................ 4 Location, Location, Location .............................................................. 5-10 An Innovation Leader............................................................................. 11 Redefining Customer Service ................................................................. 12 Enjoy the eMarketing Advantage ........................................................... 13 Real estate’s new reality – your buyer is online. Use of Media During Homes Search Process1 71% Since 88% of home shoppers use the 74% 77% 80% 84% 87% 90% 89% 88% Internet as part of their home search 1, a comprehensive online marketing program is 53% 41% 50% 55% 50% 41% 47% essential to generating the greatest possible demand for your home. 40% 36% 30% 2001 2003 2004 2005 2006 2007 2008 2009 2010 2011 Internet Newspaper Coldwell Banker’s® websites provide rich text, Coldwell Banker Residential Brokerage uses its size and multiple photos, school and neighborhood resource advantage to dominate the Internet, entering information, driving directions, affordability into national marketing relationships with the world’s charts and much more. Classified advertising is no longer able to satisfy the consumers’ top real estate sites. This creates the broad-based exposure for your home that makes it easy for buyers to find your property, but is next to impossible for local or demand for timely information, nor does it regional brokerages to replicate. When a home shopper provide visual images. finds your property, Coldwell Banker’s feature-rich websites provide the service tools to encourage shopper interest and help buyers and sellers stay connected throughout the transaction process. 1 2011 National Association of REALTORS Profile of Home Buyers and Sellers. CBMove.com Expanding the buyer universe. eMarketing that makes a difference. A homebuyer is nearly three times more likely to use the Internet than newspapers at some point during their home search process.2 As the first real estate company to fully embrace By providing our sales associates with a the Internet and continue to provide the latest comprehensive eMarketing program, Coldwell innovative technology, Coldwell Banker Residential Banker Residential Brokerage is helping to Brokerage has perfected the formula for expanding ensure that your property appears where today’s your home’s exposure to potential homebuyers. homebuyers will be shopping. Today, through our careful investment and powerful The most powerful online agent branding alliances, we’ve claimed virtual ownership over the program features or showcases your property Internet’s most exclusive real estate — exposing your on the dominant real estate-related websites home to a global audience of over 15 million buyers — REALTOR.com®, Trulia, Zillow®, Yahoo!® Real on 550+ highly-trafficked websites every day. Estate, AOL and MSN. Your property is seen by buyers three times more often than it would be without this enhancement, offered only by FrontDoor.com® OpenHouse.com Trulia.com IHT.com Yahoo!® Real Estate REALTOR.com® Zillow.com® coldwellbanker.com CBMove.com NYTimes.com Homes.com AOL RealEstate HomeFinder.com WallStreetJournal.com MSN® Coldwell Banker Residential Brokerage. Homebuyers start online — so do we. 88 percent of homebuyers are searching online.2 To tap into this audience of homebuyers, we are continually purchasing key real estate search terms on major search engines like Yahoo!® and Google™. The millions of dollars we are spending on search engine advertising this year includes thousands of search terms.3 2 2011 National Association of REALTORS® Profile of Homebuyers and Sellers. 3 Based on the estimated retail value of NRT LLC’s annual spend for search engine advertising. Coldwell Banker Residential Real Estate is a member of the NRT family of companies. NRT has over 760 offices and 46,000 sales associates operating in over 35 metropolitan areas. It’s an axiom as old as the industry itself. Location is everything! That’s why Location, Location, Location. Coldwell Banker Residential Brokerage has built, brokered and bought some of the Internet’s most valuable real estate for hosting your home listing. Through powerful alliances, your property appears on over 550 websites and is exposed to 15 million visitors every day. >> CBMove.com With over 2.7 million visitors4 last year, CBMove.com is Washington D.C.’s premier real estate website displaying over 100,000 listings throughout the area. With the innovative online tools and detailed property information, this has helped thousands of local home sellers tap into the broadest pool of potential homebuyers. >> Special Features •My Home Finder provides automatic email notification. When a buyer’s search criteria matches your property description, they are notified of your listing, your next open house and any price changes. •Upgraded search functions increase consumer interactivity, speed and usability. These include multiple ways to search, from recently reduced listings to new and luxury properties. •Advanced mapping, intuitive search features, map open house directions and more. •Sales associate email and text messaging functionality enables potential homebuyers to connect quickly and easily with your associate, the one person who knows the most about your home and its unique characteristics. •Favorite listings can be shared with others via Twitter, Facebook, Google+ and more through icons at the top of each detail page. This provides a link to the enhanced listing page to everyone in the sender’s social sphere. 4 Google Analytics, February 2012 CBMove.com >> coldwellbanker.com Our nationally advertised website enjoys 2.1 million potential homebuyers among its monthly visitors5. Formatted for smartphones, this site offers the “first-of-its-kind” iPhone® app available. According to Nielson and comScore Media Metrix, Coldwell Banker websites had the highest number of unique visitors among all national real estate brands for 2011. >> coldwellbankerpreviews.com This award-winning site features more than 15,000 luxury property listings, an exceptional home inventory that attracts affluent buyers from more than 100 countries worldwide. >>RealEstate.AOL.com Our listings are exposed to the entire AOL online community of over 7.3 million unique users8. >> ExceptionalPropertiesOnline.com Our $1 million-plus properties are posted on RobbReport.com. An enriched multimedia format expands brand awareness and provides consumers with timely information, expert recommendations and access to purchasing ultra-luxury goods online, driving over 83,000 visitors to its site each month6. 5 Coldwell Banker Real Estate Corporation 6 Web Trends, July 2010 >> FrontDoor.com® 4 million listings are viewed by over 5.2 million monthly visitors and our properties are exposed to over 89 million households via HGTV.com7. >> OpenHouse.com Our open houses receive maximum exposure, as 3.5 million properties are displayed via HGTV.com. >>HomeFinder.com This site connects our listings with buyers and sellers via the local real estate sections of over 350 newspapers nationwide, and offers more than 3 million listings, which are viewed by over 2.2 million monthly visitors. >> Homes.com® Our homes are exposed to over 10 million monthly visitors. 7 HGTV.com, 2010 CBMove.com >> NYTimes.com Our residential listings are featured in the popular real estate section on NYTimes.com/Great Homes, with over 45 million monthly page views. >> IHT.com Our homes and land are displayed in the upscale International Herald Tribune’s Properties section, attracting 500,000 monthly visitors in 160 countries as the global edition of the New York Times. >> PrimeLocation.com PrimeLocation.com’s sister UK property website displays $1 million-plus properties from nearly 13,000 real estate offices, generating over 5 million monthly visitors. >> FindAProperty.com PrimeLocation.com’s sister UK property website displays $1 million-plus properties from nearly 13,000 real estate offices, generating over 5 million monthly visitors. >> REALTOR.com® All Coldwell Banker® listings are showcase enhanced listings. The National Association of Realtors® website receives over 24.4 million visits per month8, and is ranked #1 in minutes per visit9. >> MSN® Real Estate As part of MSN.com, which receives over 80 million monthly visitors, homebuyers are driven to view our listings on MSN® Real Estate. 8 Com Score, January 2012 9 Media Metrix reporting the average number of unique visitors to REALTOR.com® >> Trulia.com Your property listing will be enhanced on Trulia.com and link to 17.6 million monthly visitors8 referred by partner websites. Trulia.com links interested homebuyers directly to your property listing on FloridaMoves.com. >>UniqueHomes.com The premier real estate magazine has brought $1 million-plus luxury properties and high-end homebuyers and sellers together for 40 years, resulting in billions of dollars in sales worldwide. Unique Homes targets affluent consumers in more than 80 countries around the world. >>WallStreetJournal.com All listings over $500,000 are delivered to the leading provider of business and financial news on the Web with over 14.5 million unique monthly visitors. >>cn.wsj.com (China) & PropGoLuxury.com Since 9% of international buyers purchasing U.S. homes are from China, all of our $1 million-plus listings are now featured on the Chinese edition of the Wall Street Journal and its host, PropGoLuxury.com, reaching over 20 million monthly visitors. CBMove.com >> Yahoo!® Real Estate Your home’s listing is specially enhanced on Yahoo!® Real Estate and reaches over 23.9 million monthly visitors8 with multiple photos, property details and more. >> Zillow.com® One of the most visited real estate websites and powerful consumer brands, Zillow® averages 24.6 million monthly visitors8 and includes enhanced Coldwell Banker® property listings. >> 1stdibs.com Our $1 million-plus properties in select markets are featured in 1stdibs’ new luxury real estate section, reaching a worldwide audience of affluent collectors for over 2.2 million visits and 55 million page views a month. Nearly 500,000 registered users receive a weekly link to 1stdibs’ online magazine. Ask your sales associate for a complete list of over 550 websites where your listing will appear or click here. An Innovation Leader. Smartphone and iPhone® Search Optimization Coldwell Banker® continuously innovates, staying on the cutting edge of the real estate industry. We do everything possible to showcase your property most effectively. Coldwell Banker is the first national real estate brand to: • Customize our site for smartphone screens • Display listings on a GPS device • Launch an iPhone app showcasing millions of our own international listings and international data exchange (IDX) properties in thousands of markets worldwide • Launch an iPad® app that pulls in property and agent videos into a real estate search for cities and countries across the globe Video Home Showcasing on YouTube.com™ Coldwell Banker On LocationSM is the first dedicated video real estate channel on YouTube™. On LocationSM allows buyers to search videos via map and has had over 3 million visitors since its launch. Also featured is a neighborhood ratings system powered by Yelp! — the premier city guide for area hotspots with input from users like you. CBMove.com Redefining customer service. Online Rapid Response System With our proprietary online rapid response system, LeadRouter,™ your sales associate has a tool that ensures every potential buyer for your property receives After generating the greatest exposure for your property, we follow it up with the most a fast, professional response. All online inquiries about your property from our websites and partner websites will go directly to your sales associate’s knowledgeable and responsive customer service cellphone within seconds. 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 Web Traffic Report reply, the average response time was measured Updated monthly, this report reflects overall in days. Now, the technology and infrastructure traffic and engagement on CBMove.com, of Coldwell Banker Residential Brokerage enables immediate sales associate notification, making it possible to respond to potential buyers within seconds. ColdwellBanker.com, REALTOR.com® and our national partner websites. Information includes types of traffic, countries and states of origin, referring sites, leads and listing views. Online Showing Report Our Online Showing Report System provides the number of click-throughs or views your property receives on CBMove.com, coldwellbanker.com, REALTOR.com®, Trulia, Zillow®, Yahoo!® Real Estate, AOL, MSN® and NYTimes.com. These reports can be produced weekly, monthly or by date range. The keys to selling your home online. It takes the right mix of technology, resources, expertise Enjoy the eMarketing advantage. and knowledge 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 will respond: • “I’m generating broad exposure for your property with unprecedented spending on America’s leading Internet real estate sites and portals.” While the thought of creating a successful eMarketing plan that will ensure your home’s sale may seem overwhelming, the reality is easy. Choose to work with a Coldwell Banker Residential Brokerage sales associate. • “I’m making sure your listing is exposed to 15 million buyers on 550+ websites every day at no additional cost to you.” • “I’m posting multiple photos of your home and a detailed property description — two of the most sought-after features by online home shoppers.” • “I’m using tens of thousands of search terms on the Internet’s biggest search engine sites to drive buyers to your online property.” • “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 brokerage company in the U.S. and on the Internet, Coldwell Banker Residential Brokerage has the technology and resources to do it all. We ensure your listing will be seen by more buyers, that it will include the information consumers want, and that your sales associate will respond instantly to inquiries. Remember, no marketing plan is complete without the Coldwell Banker Residential Brokerage eMarketing Advantage. CBMove.com ©2012 Coldwell Banker Real Estate LLC. Coldwell Banker is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Owned And Operated By NRT LLC. 5046WDC_4/12
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