coldwell banker marketing presentation
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Promote thePromote the
Coldwell BankerColdwell Banker
e-Marketing e-Marketing
Advantage Advantage
Mr. & Mrs. Seller, while I will Mr. & Mrs. Seller, while I will market your home using traditional market your home using traditional
methods, such as a methods, such as a yard signyard sign, , newspaper adsnewspaper ads and and holding open holding open
houseshouses, in order to reach , in order to reach buyers in buyers in today’s markettoday’s market, we need to , we need to
concentrate our efforts where concentrate our efforts where the buyers are shopping for the buyers are shopping for
properties…properties…
The Buyers of TodayThe Buyers of Today
Drive around looking Drive around looking for signsfor signsRead newspaper Read newspaper adsadsAttend Open Attend Open HousesHousesCall for informationCall for informationUse Buyer’s GuidesUse Buyer’s Guides
Search on the Search on the InternetInternetLook for Multiple Look for Multiple Photos and Photos and Expanded copyExpanded copyRequest Request information via information via E-MailE-Mail
Don’t…Don’t… Do….Do….
Why we focus on the InternetWhy we focus on the InternetInternet vs.Newspaper
18%
74%
53%
37%
2%
71%
41%
51% 51%43%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1995 1997 1999 2001 2003 2004
Internet Newspaper
74% of home buyers use the Internet to search for a 74% of home buyers use the Internet to search for a home--more than any other mediahome--more than any other media
The internet allows better marketing of a property to The internet allows better marketing of a property to a larger, TRACKABLE audiencea larger, TRACKABLE audience
Search Engine AdvertisingSearch Engine AdvertisingSearch Engine AdvertisingSearch Engine Advertising
$5 Million spent $5 Million spent to advertise on to advertise on Search Search EnginesEngines
Includes Includes 56,000 search 56,000 search termsterms
Shows as Shows as Sponsored Sponsored ResultsResults
$5 Million spent $5 Million spent to advertise on to advertise on Search Search EnginesEngines
Includes Includes 56,000 search 56,000 search termsterms
Shows as Shows as Sponsored Sponsored ResultsResults
How Consumers Find Web Sites
5%
6%
7%
9%
10%
10%
13%
41%
Forwarded E-mail
Specific E-mail
Ad in an E-mail
Print Ad
Online Ad
Word of Mouth
Guessed URL
Online Search Engine
Search Engine AdvertisingSearch Engine Advertising
2006 Internet Advertising 2006 Internet Advertising
Web sites and cable TVWeb sites and cable TV
Regional Banner Advertising Regional Banner Advertising on Realtor.comon Realtor.com
More Internet AdvertisingMore Internet Advertising
Banner ads on Yahoo.comBanner ads on Yahoo.com
Banner ads and marketing on Banner ads and marketing on msn.commsn.com
Special advertising during April for Special advertising during April for Open House monthOpen House month
Mr. & Mrs. Seller, Mr. & Mrs. Seller, because of because of strong strong advertisingadvertising on the on the
Internet, more buyers Internet, more buyers visit the web sites where visit the web sites where
I display your home.I display your home.
Display on 3 major web sitesDisplay on 3 major web sites
Buyers have a more positive Buyers have a more positive experience because we experience because we
include include multiple photosmultiple photos and and detailed descriptionsdetailed descriptions on our on our listings, and offer a variety listings, and offer a variety
of research tools for the of research tools for the internet shopper.internet shopper.
ColdwellBankerOnline.comColdwellBankerOnline.comColdwellBankerOnline.comColdwellBankerOnline.com
337,875 site visits in February, 2006337,875 site visits in February, 2006
3,615,300 page visits in February, 20063,615,300 page visits in February, 2006
ColdwellBankerOnline.comColdwellBankerOnline.com
Multiple photos Multiple photos and captions for and captions for each propertyeach property
Expanded Expanded marketing copymarketing copy
Virtual tours and Virtual tours and floor plansfloor plans
Open House tours Open House tours with schedules, with schedules, maps and driving maps and driving directionsdirections
Additional Buyers’ ToolsAdditional Buyers’ Tools•Community Community
Information/ Information/
demographicsdemographics
•School InformationSchool Information
•Online showing Online showing
requestrequest
•Preferred Customer Preferred Customer
Accounts Accounts
•Automatic E-mail Automatic E-mail
notificationnotification
ColdwellBanker.comColdwellBanker.com
2,284,949 site visits in February, 20062,284,949 site visits in February, 2006
33,695,719 page visits in February, 200633,695,719 page visits in February, 2006
ColdwellBanker.comColdwellBanker.comIndustry’s leading company web siteIndustry’s leading company web site
Nationally Advertised on televisionNationally Advertised on television
Unlimited photos on each propertyUnlimited photos on each property
Enhanced listing information on each Enhanced listing information on each propertyproperty
Document placementDocument placement
Online showing requestOnline showing request
Personalized accounts with notesPersonalized accounts with notes
Link to agent, neighborhood, financingLink to agent, neighborhood, financing
Visitor Learning CenterVisitor Learning Center
• Tools for Buyers, Sellers and Homeowners
• Library of Articles
• Neighborhood Information
• Home Comparison Index
• Glossary of Terms
Realtor.comRealtor.com
Over 10.9 million property views in Jan., 2006Over 10.9 million property views in Jan., 20061,264,442 Featured Home views, same month1,264,442 Featured Home views, same month5,877,817 Companion Ad views in Jan., 20065,877,817 Companion Ad views in Jan., 2006
Realtor.com-Featured HomesRealtor.com-Featured Homes
Exclusive position on search responseExclusive position on search response
Viewed first over all properties in a Viewed first over all properties in a communitycommunity
Seen 20 times more than other propertiesSeen 20 times more than other properties
Realtor.com-Realtor.com-Enhanced Showcase Feature Enhanced Showcase Feature
Showcase Showcase banner on all banner on all listingslistings
Featured Featured CompanyCompany
Every listing Every listing Prominent Prominent PlacementPlacement
6 Photos on every listing6 Photos on every listing
•Headline Option on every listingHeadline Option on every listing Moving banner over textMoving banner over text
Enhanced text on each listingEnhanced text on each listing
Direct agent Direct agent
and office linkand office link
Rapid Response Program Rapid Response Program
Converts online inquiries to phone Converts online inquiries to phone messagemessage
Calls the agent in under one minuteCalls the agent in under one minute—virtually real time—virtually real time
Enables us to respond immediately Enables us to respond immediately and sell properties fasterand sell properties faster
Mr. & Mrs. Seller, Mr. & Mrs. Seller, I will keep you I will keep you
informed informed at all times!at all times!
Traffic from Local SiteTraffic from Local Site
Traffic from National SiteTraffic from National Site
Traffic from Realtor.comTraffic from Realtor.com
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