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Reach and engage home buyers on Trulia and other real estate websites.
- 1. Reaching Buyers Online “ The Fastest Growing Real Estate Website.” Tice Burke Manager, Strategic Partnerships [email_address]
- 3. Consumers are online. – Make sure you are too!
- 5. What sites are consumers using?
- 7. Consumers want transparency and control
- 8. Trulia Blogs & Voices – Reach consumers for FREE!
- 9. Trulia Voices – Online Q&A
- 10. Trulia Voices – Online Q&A
- 11. Trulia Blogs – Get your message out!
- 12. Trulia Blogs – Get your message out!
- 14. Other ways to engage – Banner Advertising Your Ad Here and/or…
- 15. Measure, Measure, Measure… Test, Test, Test! Measurement is key to online engagement
Notes de l'éditeur
- Tice Burke, Manager of Strategic Partnerships at Trulia. I’ve been at Trulia for 3 years working with brokers, agents and builders to help them understand our platform and how Trulia can help drive leads. Today, we’re going to talk a little about this thing called the Internet! Anyone heard of it before? I thought we’d talk a little about how to reach consumers online.
- Get your product out there. That means get your listings out there, as well as your brand. If you’re an agent, that brand is you. Be where they are. Buyers, sellers and real estate enthusiasts are online. Meet on their terms. If they ask questions in an online forum, be the one to answer them. If they like email, you have to be prepared to email with them. Maybe offering for them to text you is a good plan? Measure your success. What online actions are generating the most leads for you? What sites are generating the most clicks/traffic to your site? How did they find the open house? Sales is a numbers game, so track what you’re doing, so you can generate more interest by doing more of what’s working.
- It’s no secret…users are online. Real estate is getting all sorts of attention these days and most of the research is being done online. Today’s consumer is more than just a buyer or a seller; they are concerned, looking for answers, guidance and not sure where to turn. Gen X/Y – homebuyers are no longer kids – they are married, have families and represent over 120MM consumers. They are extremely connected - web friendly – all stats you can verify with the 2009 NAR homebuyers survey…The profile shows the median age of first-time buyers was 30 and the median income was $61,600. The typical first-time buyer purchased a home costing $156,000, down from $165,000 in the 2008 study, and plans to stay in that home for 10 years. Boomers - The typical repeat buyer was 48 years old, earned $88,100, purchased a home costing $224,500 and plans to stay in that home for 12 years. The median age of home sellers was 46 and their income was $91,100. Civics – only 21% of buyers were over 55, so clearly if you want to grow your business, the civics can not be ignored, as they are sellers, but if yor look at the numbers, 80% of the business is occuring in the othe rmarkets. Why? Well – where can a civic go? What can they buy today? With the current market, less civics are retiring and therefore less are selling/moving – and we are seeing trends in cities where Civics are retiring at home, where they are comfortable, have friends, family – etc. This is more common in metro areas.
- Can they find you? Can they find your product? When they are looking for a 3 bedroom, 2 bath in your city or zip code, are they finding YOUR listings? Are they finding your agent profile? If you’re a builder, can they find your community?
- So…where are these listings showing up? And who is looking at them? - Top ranked Real Estate site (ComScore and Hitwise) are Trulia, Realtor.com and Zillow. That 3/2 is your product – even if it’s not your listing. That online buyer is a prospect, even if you don’t have any listings of your own. (81% plan to buy in 12 months. 62% plan to buy within 6 months.) So Many Options - Networks, Portals and Publishers – BUT you can confirm your presence on these sites within an hour or so. CHALLENGE: Pick 10 real estate websites and see where you show up, where your competitors show up, etc.
- You may be thinking… I reach enough buyers already. How many visits could these sites really be getting that I’m not getting already? Here are some quick stats that I think will help paint a pretty intriguing picture for you… So…now, we know the users are online. Now what?
- You need to meet them where they are. They have gone to the internet. Are you going to be the one that provides their answers and helps in their search? The internet is not going anywhere. I understand the frustrations over zestimates and comparisons using foreclosure pricing, but it’s not going away, so we have to embrace it.
- Trulia Voices is an online community – imagine an online open house where consumers walk in the door and ask questions about buying homes – well that’s Trulia Voices Make sure you’re in front of the buyers and sellers online. Q&A – they are asking questions, so be ready to answer them. Blogs – people are looking for information, so provide it to them. Be the expert. questions in the community DOUBLED in 2009 over 2008. Similarly, you can reach out and connect with consumers with tools like Trulia Voices. The best part is that you don’t need to sit there and watch it – just fill out the little box next to your market and viola! You will get an e-mail the minute a consumer asks a question related to your topic or specified Geo.
- Here is an example…
- A question was asked in July of 2009 and has 48 answers and comments. This question started a conversation between buyers, sellers and agents.
- Grand Openings, great floorplans, neighborhood, schools, new hospital, etc…
- Here is an example…
- Search Results Page Listings branded with company logo at the top of search results
- Be where they are. Meet on their terms… THEN…Measure your success. Know who is asking the questions online. Track the success of the Q&A. Know how many times your listings have been viewed. Keep track of how many leads you get from different sites. Ask your clients where they go online. Ask where they heard of you. Start gathering some data and use that data to decide where to spend your time!
- Please feel free to email me with any questions you may have. I would be happy to get you in touch with the right people at Trulia that can help you get started on the site!