This document outlines an online marketing plan to promote a real estate listing. It discusses using Realtor.com to reach the widest audience of potential home buyers, as most consumers now use the internet to search for homes. The plan details how the listing will be showcased through mobile marketing, virtual tours, social media, and Realtor.com's featured homes program to get the property in front of as many buyers as possible. Progress will be tracked with weekly performance reports on online views and interactions.
2. ONLINE MARKETING PLAN OBJECTIVES
90% of consumers use the internet to search for
their home
Reach the widest audience of potential buyers.
More buyers = better chance of finding one
willing to meet your terms, price and desired
closing date.
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2009
3. NEW MOVER SURVEY
94.3% of recent movers
said the internet was
becoming more important
than print.
YES – 94.3%
NO – 4.7%
Source: Conducted by DME, Inc. for REALTOR.com ® Findings, April 2008
4. 36% OF BUYERS FOUND A HOME VIA THE
INTERNET - UP FROM 8% IN 2001
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2009
5. NAR 2009 PROFILE OF HOME BUYERS & SELLERS
HOW BUYERS FOUND THEIR HOME
2002: Internet 2004: More buyers found their home 2009: The internet is THREE
surpassed print ads on internet than from signs TIMES as powerful as signs
Internet 36%
Signs 12%
Print ads 2%
2001 2003 2004 2005 2006 2007 2008 2009
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2009
5
6. BEST OF ALL WORLDS
BUYERS SEARCH OUR LOCAL WEB SITE
I market to buyers
who are on our site
PLUS buyers who
have not yet picked
a broker.
BUYERS WHO ARE
JUST ON
REALTOR.COM®
PRINT ADS BUYERS WHO SEARCH
OUR LOCAL SITE AND
REALTOR.COM®
For illustrative purposes. Varies by broker and region.
7. TOTAL MONTHLY MINUTES SPENT ONLINE
(NATIONWIDE COMPARISON, in millions)
I focus on
REALTOR.com®
- where more consumers
spend the most time
Source: comScore Media Metrix, June 2010
8. SOCIAL NETWORKING
The REALTOR.com®
Facebook® application is
a non-intrusive way that
I can keep my network
apprised of your listing
10. HOW WILL I SHOWCASE YOUR HOME
TO THE MOST BUYERS?
MOBILE BUYER MARKETING PLAN
Buyers driving through the neighborhood can:
- Find your home, get directions and a map
- Connect with me in one “click” to get details and make an appointment
Buyers who already want this location find me through REALTOR.com® iPhone marketing.
11. HOW WILL I SHOWCASE YOUR HOME
TO THE MOST BUYERS?
• Enable your home to rise to the top of the search
above all other homes by adding more photos
12. HOW WILL I SHOWCASE YOUR HOME
TO THE MOST BUYERS?
• I Place my cell phone on multiple points to increase
buyer calls for your property
13. HOW WILL I SHOWCASE YOUR HOME
TO THE MOST BUYERS?
• I will make your home stand out with a video or virtual tour
Over 173 million
Americans watch
videos on the internet
every month
Source: comScore, January 2010: Top
U.S. Video Properties by Videos Viewed.
14. BUYER ASSIST BY REALTOR.COM®
• Thousands of home buyers sign-up for home search
assistance on REALTOR.com® each month
15. BUYER ASSIST BY REALTOR.COM®
• I’m one of only 2 agents positioned on REALTOR.com®
in the zip code where your home is located to help
buyers search for a home.
16. BUYER ASSIST BY REALTOR.COM®
• This exclusive program enables me to guide home
buyers towards the purchase of a home during a
critical phase of their search