Top strategies to grow real estate revenues Alisa Cromer, Publisher/CEO LocalMediaInsider

Who is doing it successfully? Darrin Davis, Product Manager My Agent Ads at Houston Chronicle Kevin Warren, Director Digital Sales Albany Times Union

Key technology partner Brian Gorman, VP of Sales Wave2 Media Solutions

Director of Digital Sales: Competing with Zillow Kevin Warren Director of Digital Sales: Competing with Zillow Real growth: $25,000 a month to $45,000 a month in sales

The plan: Stabilize print & grow digital This was your target, were you able to get increases in print revenues eventually, or just hold sales even?

2. Print/digital ads for agent listings Focus on what Zillow doesn’t have Originally you sold in silos, how did that work? When you put the packages together how did the reps respond? What percentage of sellers still like ads in print if there is digital too?

3. Add ROP traffic Use your traffic! Local media are often #2 or #3 in their markets after Google and Facebook. Zillow and Trulia are not even close. You told us that adding traffic provided a sustainable CTR for featured listings. So you moved featured listings out of real estate into other areas of the site? My question is what number of clicks do they expect and how much traffic should be alotted? Any particular locations or just ROS?

4. Competing on price Zillow charges $2400 for a featured home package -> Individual Open house package High end home on real estate website for 7 days, plus Friday, Saturday, Sunday in print for $189. -> Multiple homes for low flat rates 0-10 is $25 @ 11 to 20 is $199 20 to 36 is $399 36 plus is $499. How much do you know about Zillow and Trulia’s models? So you have a spearate high end /low end strategy here? Are both of these self serve or is that a different program?

5. Incent use of self-serve Wave2Media platform Discount self-serve Must use self-serve to build print ads in the packages Only works because it’s intuitive! So you had the self-serve before. When you look at it did you change any products? What are the principle products now. I undertstand you obtained the MLS list, how. Brian can you address how this is obtained in other markets (the MLS told me you can buy the bot directly from them, if you are an agent). What were the best days to send. Would like to see a copy of an email...Did you also need in person calls on offices to help self-serve along? What goes out Monday, what goes out Friday?

6. Use Email Marketing Tap into the MLS email list High end homes and listings Monday night and Friday are best days How did you obtain the list?

7. Add digital products and services Dynamic SEM retargeting - Kenshoo Ad networks with retargeting - Recrue Claim and cleanse - Google Plus, LinkedIn Websites - Placester Are these sold self-serve or added as reps go into the field?

Results: Since email: Growth from 1 to 4 pages, 400 to 1000+ listings These are the higher end homes?

Revenue growth $25,000 plus to $45,000 plus in real estate revenues

Questions?

Boosting self-serve at the Houston Chronicle Darrin Davis, Product Manager MyAgentAds Who do you report to? HOw many on self serve?

The challenge MyAgentAds Tell us about the situation when you took over MyAgentAds … why wasn’t it working? Different vendor, predessor did customer support, darin came in right after the switch, single listing open house hads, borker page whole new work flow, two step around the way he wanted to promote. 25 of them now.

Getting the product right Before: Some options not truly self-serve Only single open house and featured listings via self-serve After: Strategy aims at small brokerages: Packages of homes How does the display program work…one of your reps helps the brokerage get set up, then they input using the Wave2 platform? What other options do they have?

New decision tree for agents and for brokers

The decision tree=Virtual sales rep Simplifies the Buying Process 4 Qualifying Questions Two Paths – Agent and Broker Two Campaigns Single listing ad or broker banner page Uses Demographics to better target ad campaign Recommends a package Virtual Sales Reps -

Single listing package recommendation

Broker strategy template - ¼, ½, Full How they thought crowd do it, switch to the admin implementation . can they change sizes every week. Did you you have to sell them initially.

Incenting Brokers Make your brokers into reseller channels Commission brokers At weekly planning meeting How many ads per agent Deadlines, admin builds the page How did he get the brokers?

Adding E-mail marketing Weekly real estate newsletter Promotional offer and deadline reminder for MyAgent ads

Results: 65% growth in two years, $200,000 to $450,000 How well did you do ?

Thank you! Alisa Cromer alisacromer@gmail.com 408.892.9815 Brian Gorman