PROView - September 2008 - (Page 9) Future Prospects – Just Looking Right Now – comprising of 61% of the total market Yahoo used the following graph to demonstrate how these four groups were allocated across the various real estate functions. In many cases a person can fall in more than one of the rolls identified above, as shown in these percentages. expertise, and depth of services offered • Passionates are action-oriented and need real estate professionals who can help them achieve their goals quickly and successfully • Firms may also find Passionates on local real estate blogs, finance related sites, large real estate search and portal sites, as well as web search engines. Passionates Buyer Seller Financer Renter None of the Above 79% 45% 82% 29% 0% Conventionals 53% 27% 70% 10% 0% Actives 53% 27% 71% 12% 0% Future Prospects 8% 3% 21% 13% 62% The white paper is rich with data regarding specific facts and insights on each of the four groups including what they are looking for and where they can be found. The following information regarding action steps for real estate professionals working with these groups was especially valuable. Implementing a marketing campaign for the Passionates • Since Passionates spend a lot of time online, develop and maintain your firm’s blog • Firms must be present on mainstream social networks and industry-targeted communities • Participate in other consumer focused Q&A sites in order to reach Passionates • Since they use search engines, it goes without saying that brokerages should have their own agent or broker web sites and that those web sites should incorporate an ongoing search engine optimization effort as well as a sponsored search marketing programs • Marketing messaging should be targeted with specific references to domain knowledge, PINELLAS REALTOR® ORGANIZATION Implementing a marketing campaign for the Conventionals • Conventionals rely on real estate agents as their most important source of information • Since they use off line sources of information before researching online, it is important to think of reaching Passionates online as an extension of your off line marketing efforts. Specifically, your marketing copy off line should reinforce your presence online, including your website URL, your blog URL, your email address, or your social network profile names. • Keep in mind that even though their name implies that they are working off line, Conventionals spend time researching online to supplement their off line activities. Marketing messaging can be more brand-oriented with the calls to action focused on driving offline interaction to online, as suggested previously • You may reach Conventionals on local newspaper web sites and large real estate search and portal sites (See YAHOO, page 10) September 2008 9
Table of Contents Feed for the Digital Edition of PROView - September 2008 PROView - September 2008 Contents Chairman’s Notes Feature Story PROActive Brokerage Design Marketplace Analysis Home Sales Report MLS Update Calendar of Events & Programs MLS Mind Your Manners New REALTOR® and Affiliate Members PROView - September 2008 PROView - September 2008 - PROView - September 2008 (Page Cover1) PROView - September 2008 - PROView - September 2008 (Page Cover2) PROView - September 2008 - Contents (Page 1) PROView - September 2008 - Chairman’s Notes (Page 2) PROView - September 2008 - Chairman’s Notes (Page 3) PROView - September 2008 - Feature Story (Page 4) PROView - September 2008 - Feature Story (Page 5) PROView - September 2008 - PROActive (Page 6) PROView - September 2008 - PROActive (Page 7) PROView - September 2008 - Brokerage Design (Page 8) PROView - September 2008 - Brokerage Design (Page 9) PROView - September 2008 - Brokerage Design (Page 10) PROView - September 2008 - Brokerage Design (Page 11) PROView - September 2008 - Marketplace Analysis (Page 12) PROView - September 2008 - Home Sales Report (Page 13) PROView - September 2008 - MLS Update (Page 14) PROView - September 2008 - MLS Update (Page 15) PROView - September 2008 - MLS Update (Page 16) PROView - September 2008 - Calendar of Events & Programs (Page 17) PROView - September 2008 - MLS Mind Your Manners (Page 18) PROView - September 2008 - New REALTOR® and Affiliate Members (Page 19) PROView - September 2008 - New REALTOR® and Affiliate Members (Page 20) PROView - September 2008 - New REALTOR® and Affiliate Members (Page Cover3) PROView - September 2008 - New REALTOR® and Affiliate Members (Page Cover4)
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