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

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

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

5. 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

6. 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?

7. 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?

8. 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?

9. 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
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?

10. 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 ...Did you also need in person calls on offices to help self-serve along? What goes out Monday, what goes out Friday?

11. 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?

12. 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?

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

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

15. Questions?

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

17. 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.

18. 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?

19. New decision tree for agents and for brokers

20. 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 -

21. Single listing package recommendation

22. 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.

23. 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?

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

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

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