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“Paint the Town Red”
Agenda
• Provide an overview of Keller Williams priorities
• Review local and national marketing data and discuss current real estate marketing trends
• Discuss the capabilities of the News-Leader Media Group
• Present creative ideas to help Keller Williams achieve their goals
• Outline recommendations and discuss next steps
Priorities
• Elevate your brand in the Ozarks and launch a multi-media strategy that positions agents as the face of Keller Williams
• Discuss the capabilities of the News-Leader Media Group and review market penetration
• Connect potential homebuyers with Keller Williams agents• Increase listings and drive grow Keller Williams market
share• Create areas of distinction that separate Keller Williams
from the competition
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
STG 7 STG 6 STG 5 STG 4 STG 3 STG 2 STG 1
Local Newspaper (Print & Online)
Internet
Real Estate Guides
Real Estate Agent
TV Ad
Media Usage During the Home Buying Stages
Consideration Acquisition
My Needs Location Home Type Price/Payment
Source: 2010 CNW Research
Usefulness of Information Sources(Percentage Distribution Among Buyers that Used Each Source)
Real estate agent
Internet
Yard sign
Open house
Print newspaper advertisement
75% 80% 85% 90% 95% 100% 105%
98%
99%
94%
92%
86%
Very or Somewhat Useful
Source: 2010 NAR Profile of a Home Buyer & Seller
Method Real Estate Agents Used to Market Homes
Source: 2008 NAR Profile of Home Buyers & Sellers
Resources Buyers are Using
Source: 2009 NAR Profile of Home Buyers & Sellers
Buyers of
All Buyers First-time Buyers Repeat Buyers New HomesPreviously Owned
Homes
Internet 90% 93% 87% 87% 90%
Real estate agent 87% 88% 86% 77% 89%
Yard Sign 59% 58% 60% 52% 61%
Open House 46% 43% 51% 52% 45%
Print Newspaper advertisement
40% 40% 41% 40% 40%
Home book/magazine
26% 24% 27% 29% 25%
Home builder 18% 15% 21% 60% 9%
Television 4% 2% 5% 6% 3%
Billboard 8% 9% 7% 11% 7%
Relocation company
6% 6% 5% 15% 4%
Use of Internet to Search for Homes
2003 2004 2005 2006 2007 2008 2008 20100%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
42%53% 57% 59%
66% 69%76% 74%
29%
24% 22% 21%18% 18%
13% 15%
Frequently Occasionally
71% 79% 80% 84% 87% 90% 89%77%
Source: 2010 NAR Profile of a Home Buyer & Seller
Websites Used in Home Search
Source: NAR 2010 Profile of Home Buyer and Seller
All Buyers First-Time Repeat
MLS Web Site 59% 59% 59%
REALtor.com 45% 42% 49%
Real estate company Web site 43% 44% 43%
Real estate agent Web site 42% 43% 42%
Other Web site with real estate listings, e.g. HomeFinder.com
41% 49% 35%
For-sale-by-owner Web site 15% 14% 16%
Newspaper Web site 8% 10% 7%
Real estate magazine Web site 4% 4% 4%
A Powerful Marketing Partner
Sunday News-Leader • Reach 138,000 readers every week• 75,003 paid copies• The Ozarks number 1 weekly print
marketplace
Saturday Homefinder.com Weekly• 51,998 paid copies weekly • Comprehensive real estate guide supported
by content and dominated by listings
Saturate the Market with Your Message
Partner with a Digital Leader!
News-Leader.com• News-Leader.com is one of the most read
web sites in the Ozarks with 7.3 million monthly page views
• 115,000 unique visitors per week spend an average of 23 minutes per visit
Partner with a Digital Leader
HomeFinder.com• Offered 3.4 million homes for sale and 2.4 million monthly visits in 2010• Marketed locally through News-Leader,
News-Leader.com, SEO and SEM• 100% tractability and full disclosure
reporting• The real estate channel on News-
Leader.com
81%
Reach an Unmatched Local Online Audience
• News-Leader.com and Yahoo.com deliver unparalleled digital audience reach• Advanced geo/demo and behavioral targeting maximize campaign effectiveness• Reach 81% of internet users in the Springfield DMA (more than a half million local adults)• 13.3% of all time online is spent on Yahoo! vs. 10% for Google
Creative Ideas
Saturday Homefinder.com Weekly
• Showcase top agents within Keller Williams
• Increase company visibility and branding
• Compliment the campaign with a listings strategy (FastFinders) to please sellers
• Showcase top listings to solidify your personal brand
“Paint the Town Red”
Creative IdeasNews-Leader Adscapes
• Rotate Adscapes into the Main section of the News-Leader every Sunday to feature agents, homes and brand KW
• Run on the front of a section to maximize exposure and remain top of mind in the community for active and passive real estate customers
“Paint the Town Red”
Creative Ideas
Sunday Real Estate• Run multiple ads to engage shoppers and
potential home sellers• Promote open houses• Showcase top agents within Keller Williams• Increase company visibility and branding• Create areas of distinction for Keller Williams
with a unique marketing strategy• Paint the Sunday real estate section Red• Include QR codes to drive traffic to
kw.com/mobile or agent pages • Identify KW as a technology based company
“Paint the Town Red”
Creative Ideas
News-Leader.com• Enhance your local brand and “Paint the
web Red” with Keller Williams• Drive website traffic and promote the
KWMLS• Build upon your recruitment strategy• Feature listings and continuously rotate new
creative• Create areas of distinction within your local
digital campaign• Dominate the share of voice on
News-Leader.com and Yahoo!
“Paint the Town Red”
Creative Ideas
Interstitial• Enhance your local brand and “Paint the
web Red” with Keller Williams.• Drive website traffic and promote the
KWMLS• Build upon your recruitment strategy• Create areas of distinction within your local
digital campaign• Dominate the share of voice on News-
Leader.com and Yahoo!
“Paint the Town Red”
Creative Ideas
Homefinder.com Broker Package• Place all Keller Williams listings on
Homefinder.com and enhance them with a broker package
Town Sponsorships• Own Springfield with a Keller
Williams power position on every search
• Dominate
“Paint the Town Red”
Creative IdeasSingle Property Websites
• Win more listings and keep your clients satisfied with a streamlined, fully optimized site just for their home
• One click sharing to Facebook and Twitter
• Optimized to enhance each customer’s search engine ranking
• Lead enabled 800 number and email lead forms
• Easy to track
“Paint the Town Red”