Comments on: How to Build an Online Real Estate Brand: Market It Offline http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/ Wed, 15 Oct 2008 23:09:57 +0000 http://wordpress.org/?v=2.3 By: Joseph Ferrara http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189609 Joseph Ferrara Wed, 06 Feb 2008 14:20:43 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189609 So true Late Night. The key is to explore inexpensive offline marketing strategies that will draw people to your website. But nothing beats a warm handshake. So true Late Night. The key is to explore inexpensive offline marketing strategies that will draw people to your website. But nothing beats a warm handshake.

]]> By: Late Night Austin Real Estate http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189445 Late Night Austin Real Estate Wed, 06 Feb 2008 07:46:35 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189445 I am starting thinking with the focus so high on the internet and search realtors have been forgetting about traditional media which is still pretty vibrant. People are looking online but a lot of them are using people they see and meet in the real world. I am starting thinking with the focus so high on the internet and search realtors have been forgetting about traditional media which is still pretty vibrant. People are looking online but a lot of them are using people they see and meet in the real world.

]]> By: Joseph Ferrara http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189250 Joseph Ferrara Wed, 06 Feb 2008 02:19:24 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189250 Derek-- I like it. Alfie-- old school is not dumb. Derek– I like it.
Alfie– old school is not dumb.

]]> By: Alfie http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189224 Alfie Wed, 06 Feb 2008 01:19:39 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189224 Thanks for the ideas. The most traffic we get comes from the days our <a href="http://www.cityburb.com/blog/index.php/2007/08/28/our-radio-ad/" rel="nofollow">radio ad</a> plays. Thanks for the ideas. The most traffic we get comes from the days our radio ad plays.

]]> By: Derek http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189219 Derek Wed, 06 Feb 2008 01:14:56 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189219 Joe: I saw a car in Greenville (NC) while coming home from school today. The car was Carolina blue and had some kind of insurance sticker on the back windshield and on the bumper advertising their insurance firm. The license plate was even better. It said: GOOGLEUS. I tried to take a picture of it will my cellphone but the car started forward at the light and I couldn't ever get close enough to try again. Being out in the county, I thought it was kind of unique. It would have been even cooler if the car had been a color other than Carolina Blue. That's kind of a no-no here in Pirate Country. It's like wearing Duke junk to a Carolina game! Joe: I saw a car in Greenville (NC) while coming home from school today.

The car was Carolina blue and had some kind of insurance sticker on the back windshield and on the bumper advertising their insurance firm. The license plate was even better. It said: GOOGLEUS.

I tried to take a picture of it will my cellphone but the car started forward at the light and I couldn’t ever get close enough to try again.

Being out in the county, I thought it was kind of unique. It would have been even cooler if the car had been a color other than Carolina Blue. That’s kind of a no-no here in Pirate Country. It’s like wearing Duke junk to a Carolina game!

]]> By: Joseph Ferrara http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189024 Joseph Ferrara Tue, 05 Feb 2008 18:15:27 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189024 Anthony, I can see your billboard ad now :) (you can leave the cash in a brown paper bag) All good solid points Joe VideoHomes. How to leverage national and local reach is a challenge, but a necessity, which should involve tactical use of offline marketing strategies. My oft cited local success story is BlueRoof in Salt Lake City. Greg Tracy and his team created an AWESOME online real estate site and used traditional advertising (and creative marketing I'll let Greg reveal if he wants) to take market share away from the big national franchise player in town. Next thing you know, the national brand wants a piece of BlueRoof. The message is simple: it is the rare online company that can thrive on the net alone-- big money, influencers, first mover (ok maybe) or a Blue Ocean. For the rest of those battling online, offline marketing strategies must be adopted to drive traffic to your website and to build brand awareness. The temptation is that since the net is free or low cost, companies should cut back on traditional media. Big mistake IMO. The challenge is to be economically creative offline. Anthony, I can see your billboard ad now :) (you can leave the cash in a brown paper bag)

All good solid points Joe VideoHomes. How to leverage national and local reach is a challenge, but a necessity, which should involve tactical use of offline marketing strategies. My oft cited local success story is BlueRoof in Salt Lake City. Greg Tracy and his team created an AWESOME online real estate site and used traditional advertising (and creative marketing I’ll let Greg reveal if he wants) to take market share away from the big national franchise player in town. Next thing you know, the national brand wants a piece of BlueRoof.

The message is simple: it is the rare online company that can thrive on the net alone– big money, influencers, first mover (ok maybe) or a Blue Ocean. For the rest of those battling online, offline marketing strategies must be adopted to drive traffic to your website and to build brand awareness. The temptation is that since the net is free or low cost, companies should cut back on traditional media. Big mistake IMO. The challenge is to be economically creative offline.

]]> By: Joe from VideoHomes http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189003 Joe from VideoHomes Tue, 05 Feb 2008 17:14:07 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-189003 You've nailed it. I keep thinking about that local NYC ad(top of cab) you had featured some weeks back. A national brand on a local NYC cab. What does this ad say to the guy on the street? Brand awareness OK, but what brand? Where is my point of reference? Is this a sports team or a new game show? And what does it have to do with NYC? Not to pick on these guys for their main competition is probably worse. If the guy on the street confuses your message with a dance, how can real estate agents tout use of your services? Sellers ARE the guy on the street. "..Are you saying that you're going to advertise my home on a dance website? How is that going to help you sell my house?.... / ..no,no,no...you don't understand Mr. Jones..you see..." >>>So what’s an online website to do to stand out from the madding crowd?<<< As you pointed out RE information is becoming more ubiquitous everyday and I agree the differentiation will ultimately be the strength of brand. If real estate is primarily about location, does not a local brand most often better represent the consumer need? And if your core brand defines your purpose, the consumer will translate your taxi cab advertisement as a solution to his/her need. (the location of real estate within a desired geography). Most offline ads are allotted a single moment. Both purpose(real estate) and relevance(location) must be defined within that moment. This is tough to achieve on a national scale if one wants to also leverage size (reach) as granted by a single cohesive brand. To create a local website of specific purpose that is reinforced by a cohesive national network. This is my philosophy. You’ve nailed it. I keep thinking about that local NYC ad(top of cab) you had featured some weeks back. A national brand on a local NYC cab. What does this ad say to the guy on the street? Brand awareness OK, but what brand? Where is my point of reference? Is this a sports team or a new game show? And what does it have to do with NYC? Not to pick on these guys for their main competition is probably worse. If the guy on the street confuses your message with a dance, how can real estate agents tout use of your services? Sellers ARE the guy on the street. “..Are you saying that you’re going to advertise my home on a dance website? How is that going to help you sell my house?…. / ..no,no,no…you don’t understand Mr. Jones..you see…”

>>>So what’s an online website to do to stand out from the madding crowd?<<<

As you pointed out RE information is becoming more ubiquitous everyday and I agree the differentiation will ultimately be the strength of brand. If real estate is primarily about location, does not a local brand most often better represent the consumer need? And if your core brand defines your purpose, the consumer will translate your taxi cab advertisement as a solution to his/her need. (the location of real estate within a desired geography).

Most offline ads are allotted a single moment. Both purpose(real estate) and relevance(location) must be defined within that moment. This is tough to achieve on a national scale if one wants to also leverage size (reach) as granted by a single cohesive brand. To create a local website of specific purpose that is reinforced by a cohesive national network. This is my philosophy.

]]> By: Anthony Longo http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-188939 Anthony Longo Tue, 05 Feb 2008 15:40:45 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-188939 We are doing the same deal with T-shirts for only $5000 flat fee :) We are doing the same deal with T-shirts for only $5000 flat fee :)

]]> By: Super Bowl Freaks For Big Football Fans » Blog Archive » How to Build an Online Real Estate Brand: Market It Offline http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-188663 Super Bowl Freaks For Big Football Fans » Blog Archive » How to Build an Online Real Estate Brand: Market It Offline Tue, 05 Feb 2008 05:33:24 +0000 http://blog.sellsiusrealestate.com/sellsius-real-estate-blog/how-to-build-an-online-real-estate-brand-market-it-offline/2008/02/05/#comment-188663 [...] thehandsomedevil wrote an interesting post today onHere’s a quick excerpt[Online website, GoDaddy’s market share before their 2005 Super Bowl commercial was 16%. A week after the ads, it shot to 25% and stayed there. After the 2006 ads it jumped to 32% and stayed there. (source)] … Read the rest of this great post here [...] […] thehandsomedevil wrote an interesting post today onHere’s a quick excerpt[Online website, GoDaddy’s market share before their 2005 Super Bowl commercial was 16%. A week after the ads, it shot to 25% and stayed there. After the 2006 ads it jumped to 32% and stayed there. (source)] … Read the rest of this great post here […]

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