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Coldwell Banker速
eM ar keting Advantage Expanding The Buyer Universe | Focusing Home Buyer Interest | Re-inventing Customer Service
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Real estate’s new reality – your buyer is online.
Use of Media During Homes Search Process1
71%
77%
74%
80%
84%
Today, 84% of home shoppers use the Internet as part of their home search.1
43% 53%
That’s a pretty stunning figure when you consider that only a decade ago, real estate eMarketing was in its infancy. Even more stunning are the implications of this change in home buyer
37%
41%
50%
55%
50%
41%
1999 2001 2003 2004 2005 2006 2007 Internet
Newspaper
behavior. Suddenly, a playing field that was once much more level, has become stacked in the favor of one type of real estate agent – your Coldwell
How so? It’s simple. Coldwell Banker Residential
Banker sales associate.
Brokerage uses its size and resource advantage to canvas the Internet, entering into national marketing relationships with the world’s top real estate sites. This creates broad-based exposure for your home, the kind that makes it easy for buyers to find your property, but is next to impossible for local or regional brokerages to replicate. And once a home shopper finds your property, Coldwell Banker’s feature-rich Web sites provide the service tools to encourage shopper interest and help buyers and sellers stay connected throughout the transaction process.
1 2007 National Association of REALTORS® Profile of Home Buyers and Sellers.
The keys to selling your home online.
Enjoy the eMarketing Advantage.
It takes the right mix of technology, resources and know how to make the most of your eMarketing opportunities. We have it all. Now, when you ask “what are you doing to sell my home?” your Coldwell Banker Residential Brokerage sales associate has the ability to respond: • “I’m generating broad exposure for your property with unprecedented spending at America’s leading Internet real estate sites and portals.”
While the thought of finding a successful eMarketing plan for your home sale may seem overwhelming, the reality is much simpler – work with a Coldwell Banker Residential Brokerage sales associate.
• “I’m making sure your listing gets syndicated to Google, Trulia and Yahoo! and other sites appearing at no additional cost to you.” • “I’m posting multiple photos of your home and a detailed property description – two of the most sought after features by online home shoppers.” • “I’m using tens of thousands of search terms at the Internet’s biggest search engine sites to drive home buyers to our online properties.” • “I’m using the latest technology to respond immediately to your service requests and the inquiries of interested buyers.” Selling in ways the others can’t. As part of the largest full-service residential real estate brokerage company in the U.S. and now, the nation’s largest residential real estate brokerage company on the Internet, Coldwell Banker Residential Brokerage has the technology and the resources to do it all – ensure that your listing will be seen by more buyers, that it will include the information they want, and that your sales associate will be able to respond instantly to their inquiries. Remember, no marketing plan is complete without the Coldwell Banker Residential Brokerage eMarketing Advantage.
Expanding the buyer universe.
A home buyer is 68% more likely to use the Internet than newspapers at some point during their home search process.2 In the course of just a few years, once tried-and-true marketing plans that overlooked the Internet have suddenly
with a far-reaching vision, Coldwell Banker
become outdated and incomplete. At the same
Residential Brokerage has found the formula for expanding your universe of potential home buyers. Today, through our careful investment and powerful alliances, we’ve claimed virtual ownership over the Internet’s most exclusive real estate – those sites where home buyers
time, the vast majority of eMarketing plans don’t reach enough of the top real estate sites, leaving them similarly incomplete. By providing our sales associates with a comprehensive eMarketing program, Coldwell Banker Residential Brokerage is helping ensure that your listing appears where
aggregate in the largest numbers.
today’s home buyers will be shopping.
FrontDoor.com OpenHouse.com
Google.com
Trulia.com
YahooRealEstate.com
REALTOR.com
®
Zillow.com
ColdwellBanker.com
AZmoves.com
Home buyers start online – so did we. 84% of home buyers are searching online.2 To tap into this audience of home buyers, we are continually purchasing key real estate search terms on major search engines like Yahoo and Google. The millions we are spending on search engine advertising this year includes thousands of search terms.3
3 Based on the estimated retail value of NRT LLC’s annual spend for search engine advertising. Coldwell Banker Residential Brokerage is a member of the
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Location. Location. Location.
>> AZmoves.com Once a buyer has zeroed in on your area as a desirable
It’s an axiom as old as the industry itself – location is everything! That’s why
location, AZmoves.com helps ensure that your listing receives the full benefit of its geographic desirability. Buyers who visit can find your home searching by city,
Coldwell Banker Residential Brokerage
zip code, MLS # or by property type, and they have
has built, brokered and bought some of
access to community information that will help them
the Internet’s most valuable real estate
further appreciate your area. AZmoves.com also gives
for hosting your home listing.
visitors access to innovative features like our buyer inquiry rapid response system and our automated listing update tool that alerts buyers when your home comes on the market.
>> ColdwellBanker.com Award-winning4 coldwellbanker.com is the #1 real estate brand Web site5 with over 31 million potential buyers among its visitors last year6. As the first national real estate brand to integrate streaming video online and integrate community amenities into its satellite mapping feature, coldwellbanker.com is at the forefront of helping buyers and sellers make the connections that lead to a satisfying home sale/purchase experience.
>> ColdwellBankerPreviews.com Award-winning in its own right,7 coldwellbankerpreviews.com features more than 15,000 luxury property listings, an exceptional home inventory that attracts affluent buyers worldwide. In addition to finding your home’s listing online, visitors to coldwellbankerpreviews.com can access up-to-date information on the surrounding community, schedule an open house, or print out maps and driving directions. No wonder it attracts more than 1 million visitors a year from more than 100 countries.
4 2007 WebAward Outstanding Website – sponsored by Web Marketing Association, 2007 Outstanding Achievement in Business – sponsored by The Stevie Awards, 2007 Excellence in Design Honors – sponsored by the International Academy of Communications Arts & Sciences/MerComm, Inc. 5 Nielson NetRatings January-December 2007. 6 Based on SurfAid/WebTrends® data from January-December 2007. 7 Web Marketing Association 2005 “Best Real Estate Web Site”; “Gold Level Award Winner in the League of American Communications Professionals 2005 Spotlight Awards for Print, Video & Web Communications Competition.”
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>> REALTOR.com® Coldwell Banker Residential Brokerage has launched an unprecedented alliance with REALTOR.com,® the Internet’s #1 real estate site.8 By entering into a relationship with them to ensure every Coldwell Banker Residential Brokerage client enjoys an enhanced listing of their property, we’ve created an invaluable resource that provides maximum exposure for your home. And by placing your property on REALTOR.com,® it will also be seen on the real estate channels of major Web portals like MSN, Juno, Net Zero, iWon, Excite, Moving.com and more. You can be certain that your home is accessible to more than 84% of home buyers who use the Internet to search for a home.9
>> Google Base™ Building upon our advertising relationship with search engine Google,™ we’re proud to be among the first national real estate providers to participate in Google Base™ – a service that enables any content provider to submit information that is searchable on Google, and improves the quality and breadth of real estate information online. Your listing gets updated every 24 hours, making it easier to find on the search engine that accounts for 61% of all searches performed worldwide.10
8 Media Metrix reporting the average number of unique visitors to REALTOR.com.® 9 2007 National Association of REALTORS® Profile of Home Buyers and Sellers. 10 comScore Networks qSearch, April 2006.
AZmoves.com >> Zillow.com One of the most-visited real estate Web sites, Zillow was the only Internet company named by Advertising Age magazine to its 2006 “Marketing 50” list of the most powerful consumer brands. Zillow’s online real estate community allows homeowners, buyers, sellers, and real estate agents and professionals to find and share vital information about homes. By having your home listing appear at Zillow, you’re reaching an important audience.
>> FrontDoor.com Your home will be included among the 1.2 million listings that appear at FrontDoor.com. This important new online listing service was developed by Scripps Networks, the lifestyle media leader behind HGTV, which is seen in more than 95 million U.S. households.
>>Forbes.com Forbes.com is one of the most trusted information resources and the preferred homepage for the world’s business leaders. The Forbes Lifestyle section attracts an affluent home buying audience to its real estate pages and makes all luxury home listings on coldwellbankerpreviews.com available to Forbes.com visitors through its integrated search function.
>> NewYorkTimes.com & IHT.com To help you attract buyers worldwide, we’ve partnered with NYTimes.com, the #1 newspaper Web site in the world, and IHT.com, the Web site for the International Herald Tribune. All homes priced over $400K will be showcased in the NYTimes.com Real Estate section (more than 36 million pageviews per month). Previews® priced homes additionally appear in the site’s popular Great Homes section. Select homes over $1M will appear in the Properties section of IHT.com (with its upscale international readership and 2.8 million unique visitors per month). Together, these sites reach a geographically diverse audience and millions of potential home buyers.
>> Trulia.com We’re also among the first national real estate providers to become a listings provider for Trulia –
>> Yahoo! Real Estate™
the 2006 winner of Business Week’s “Best of the
Your property will appear in Yahoo! Real Estate™ listings.
Web, Real Estate” award. Trulia has over 3 million
Yahoo! ranks as the world’s No.1 most visited Web
visitors a month. The reason for Trulia’s popularity is
portal and Yahoo! Real Estate™ is the second most
its easy to use Web 2.0 map-based search interface
highly trafficked real estate Web site.11 That means
that provides high-level property information and
added exposure for your home at one of the largest and
links to property detail pages.
fastest growing real estate sites in the industry.
>> OpenHouse.com Maximize the Exposure of Your Open House. When Coldwell Banker Residential Brokerage schedules an open house, we make sure it gets maximum exposure. OpenHouse.com is the Internet site devoted solely to helping home buyers find open houses that match their search criteria. Home shoppers are able to view pictures and detailed information about your home, as well as get maps and driving directions. OpenHouse.com will even e-mail the date and time of your open house to all registered home buyers interested in purchasing a home like yours in your area. Coldwell Banker Residential Brokerage harnesses the power of the Internet to help ensure that your open house is a success.
11 comScore Media Metrix rankings, September 2007.
Focusing home buyer interest.
Photo Marketing Program To satisfy online shoppers, we’ve developed a program that markets your home using multiple photos. Why? Because research shows that over 98% of home buyers found multiple photos highly useful.12 Plus,
We don’t just place your property in the best
having multiple photos gives us an opportunity to
locations. Like your home itself, we make sure
make your home stand out and show its best. After
your listing shows well with images and detailed
viewing homes online, over 65% of home buyers have
property descriptions that convey the unique character of your home. And because “home” is also a state of mind, AZmoves.com offers content
visited the homes they viewed.13 Your sales associate will personally help you devise a photo strategy that works harder to sell your home.
and features that help prospective buyers get to know and appreciate the allure of the surrounding community. It’s all part of an eMarketing approach that says it’s not enough to help locate prospective buyers when you can also help focus their interest in owning your home.
12 2007 National Association of REALTORS® Profile of Home Buyers and Sellers. Percentage is a combined average of respondents who found online photos very useful and somewhat useful. 13 2007 National Association of REALTORS® Profile of Home Buyers and Sellers. Percentage is a combined average of respondents who drove by and walked through specific properties viewed online.
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Re-defining customer service. After generating the greatest exposure for
Online Rapid Response System With our proprietary online rapid response system, your sales associate has a compelling tool to ensure
your property, we follow it up with the most
every potential buyer for your property receives a fast,
knowledgeable and responsive customer service
professional response. All online inquiries about
in the business. Before we changed how the
your property from AZmoves.com, ColdwellBanker.
industry looks at technology, almost half of the online inquiries made to sales associates went unanswered. Of those inquiries that did receive a
com, ColdwellBankerPreviews.com, REALTOR. com, Google Base,™ Trulia.com, Yahoo! Real Estate, OpenHouse.com, Zillow.com, FrontDoor.com, Forbes.com, NYTimes.com and IHT.com will go
reply, the average response time was measured
directly to your sales associate’s cell phone within
in days.14 Now, the technology and infrastructure
seconds. In the blink of an eye, your potential buyer
of Coldwell Banker Residential Brokerage enables
can connect with the one sales professional who best
immediate sales associate notification, making it
knows your home and its unique selling features.
possible to respond within seconds.
14 Net Mystery Shoppers Dare to Compare report commissioned by REALTOR.com, August 2004.
AZmoves.com Š2008 Coldwell Banker Real Estate LLC. Coldwell Banker is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity. Owned and Operated by NRT LLC.