emarketing advantage brochure
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Expanding The Buyer Universe | Focusing Home Buyer Interest | Re-inventing Customer Service
Coldwell Banker®
eMarket ing Advantage
AZmoves.com
AZmoves.com
How so? It’s simple. Coldwell Banker Residential
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.
Today, 84% of home shoppers use the
Internet as part of their home search.1
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
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
Banker sales associate.
Real estate’s new reality – your buyer is online.
1 2007 National Association of REALTORS® Profile of Home Buyers and Sellers.
Internet Newspaper
43%
84%80%77%74%71%
41%
55%50%53%
41%37%
50%
1999 2001 2003 2004 2005 2006 2007
Use of Media During Homes Search Process1
Enjoy the eMarketing Advantage.
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.
The keys to selling your home online.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.”
• “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.
with a far-reaching vision, Coldwell Banker
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
aggregate in the largest numbers.
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
become outdated and incomplete. At the same
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
today’s home buyers will be shopping.
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
FrontDoor.comOpenHouse.com
Trulia.comGoogle.comYahooRealEstate.com
REALTOR.com® Zillow.com
ColdwellBanker.comAZmoves.com
Azmoves.com
Location. Location. Location. >> AZmoves.com
Once a buyer has zeroed in on your area as a desirable
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,
zip code, MLS # or by property type, and they have
access to community information that will help them
further appreciate your area. AZmoves.com also gives
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.
It’s an axiom as old as the industry itself –
location is everything! That’s why
Coldwell Banker Residential Brokerage
has built, brokered and bought some of
the Internet’s most valuable real estate
for hosting your home listing.
AZmoves.com
>> 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.”
>> 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.
AZmoves.com
>> 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
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.
>> 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
AZmoves.com
>>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.
>> 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.
>> 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.
>> Zillow.comOne 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.
AZmoves.com
>> Trulia.com
We’re also among the first national real estate
providers to become a listings provider for Trulia –
the 2006 winner of Business Week’s “Best of the
Web, Real Estate” award. Trulia has over 3 million
visitors a month. The reason for Trulia’s popularity is
its easy to use Web 2.0 map-based search interface
that provides high-level property information and
links to property detail pages.
>> Yahoo! Real Estate™
Your property will appear in Yahoo! Real Estate™ listings.
Yahoo! ranks as the world’s No.1 most visited Web
portal and Yahoo! Real Estate™ is the second most
highly trafficked real estate Web site.11 That means
added exposure for your home at one of the largest and
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.
Azmoves.com
Focusing home buyer interest.
We don’t just place your property in the best
locations. Like your home itself, we make sure
your listing shows well with images and detailed
property descriptions that convey the unique
character of your home. And because “home” is
also a state of mind, AZmoves.com offers content
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.
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,
having multiple photos gives us an opportunity to
make your home stand out and show its best. After
viewing homes online, over 65% of home buyers have
visited the homes they viewed.13 Your sales associate
will personally help you devise a photo strategy that
works harder to sell 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.
AZmoves.com
Re-defining customer service.
After generating the greatest exposure for
your property, we follow it up with the most
knowledgeable and responsive customer service
in the business. Before we changed how the
industry looks at technology, almost half of the
online inquiries made to sales associates went
unanswered. Of those inquiries that did receive a
reply, the average response time was measured
in days.14 Now, the technology and infrastructure
of Coldwell Banker Residential Brokerage enables
immediate sales associate notification, making it
possible to respond within seconds.
14 Net Mystery Shoppers Dare to Compare report commissioned by REALTOR.com, August 2004.
Online Rapid Response System
With our proprietary online rapid response system,
your sales associate has a compelling tool to ensure
every potential buyer for your property receives a fast,
professional response. All online inquiries about
your property from AZmoves.com, ColdwellBanker.
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
directly to your sales associate’s cell phone within
seconds. In the blink of an eye, your potential buyer
can connect with the one sales professional who best
knows your home and its unique selling features.
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