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The emergence of electronic marketing in real estate.
Tuesday, June 03, 2008
In a recent survey of 301 real estate agents around Australia late last year, it was found that over 40% of all sales enquiry came from internet related sources. In opposition was the long established media at a sliding 27%. The next was the old faithful agents database of potential buyers in at approx 24%. The signboard was last at around 9% but still an essential ingredient in the recipe of marketing that results in a property being sold in a reasonable timeframe. The age old real estate saying "you cannot sell a secret" rings true but how does the vendor choose the most effective, and more importantly cost effective method of marketing to meet his budget.
The internet is now clearly the most widely used, and time effective method for the average person wishing to purchase a property to search the available properties and gather vital initial information on each property. Like all mediums of advertising the real estate internet sites have had to develop more sophisticated ways of profiling properties so that they are noticed quickly by the browsing buyer.
As an example, at the time of writing this article there are about 20 pages of properties in the postcode 2107 on one of the major sites. That equates to about 160 properties for sale in that region. Who has the time to browse 20 pages.?
In mid 2008, Patterson Morton took on board a stratedgy of " high Profile" internet marketing with a focus on assuring that each clients property had the highest possible ranking on the major internet sites at all times. The aim is to keep each listed property on the first 3 pages of each major web site so that the property if found by the browsing buyer. In addition we automatically forward a Electronic brochure for each listed property to our own registered buyers and to the database of one of the largest real estate internet databases. This assures maximum exposure for the property. Last but not lease we designed and launched a premium web site that has been simplified to allow interested parties to email or download property information simply and easily. This committment came at a cost of over $100,000 to the company and has already provided a clear advantage to our clients through a significantly increased buyer enquiry rate resulting in the desired result and minimising the amount of time each property is on the market. For more information on our E Marketing solutions call any of our licensed agents.
- Alan Morton - Business Development Manager