Pushing through the Hype!

3 minute read

I think it is time all agencies started looking into actual results from major portals and comparing their value. There is an easy way to do this for email enquiries and property views. Finding out where the source of your phone enquiries comes from is another matter that we will also explore. But first let’s look into the marketing and press releases from the major portals.

The majority of press releases/marketing from the major portals are really aimed at two distinct groups.

1. You the agency – letting you know just how darn popular the portal is is an easy way to get your attentiuon.

2. Your Vendors – They know you live and breath (and spend) by your vendors, so getting into vendors heads is a sure way to make you spend money with them.

I mean, why would you risk losing a potential $15,000 commission just because you are not on either of the two major portals? They know this and they are very clever with their marketing, if they can get vendors to ask you the questions – they in turn get you to spend money with them.

Getting them to understand the difference between a premium and platinum package is left to the agencies, who are always looking at ways to differentiate from their competitors.

So here are a few hints to get you to reach through the hype and understand the real benefits.

Results Count – Create a spreadsheet and sample the amount of page views a property gets in first 30, 60 and 90 days with each portal and your own website.
Then also add a field for the amount of email enquiries generated for each property through the portals and your own site.

Incoming – Have your receptionist ask a few questions for each enquiry. “Is this a property enquiry? May I ask which property you are enquiring about? Where did you find this Property?

This will help you to understand which portals have strengths and also help you to understand how you can improve your own sites performance.

Another hint – Do not spend too much money promoting your own site in traditional media. It does not work. If you want to promote your site do it through a Google Adwords Campaign. You should always include your web address prominently in traditional advertising but if you are going to run a campaign just promoting your website, then do it where your market is – and that is online!

As for measuring performance from portals, this will help you to ask questions when they hand down their annual fee increases. If they are not improving for you, then why should you pay more!

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  • Simon Baker
    Posted November 7, 2006 at 8:27 pm 0Likes


    Good article

    I agree with what you are saying however i would encourage all agents to think beyond just online marketing. How many agents are thinking about how much they are spending on other media – sign boards, papers, mail outs etc. At the end of the day is about understanding how much you are spending and where you are getting the best value for money. Just looking at online is looking at 6% – 10% of the overall spend on marketing.

    I would encourage all agents to track all leads generated and then work out the true cost per lead … i bet you will find that newspapers and signboards are significantly more expensive than online advertising.

    Secondly, realestate.com.au freely makes available the information you are suggesting above. Agents can see the views of their properties by day and the number of emails they receive. Of course we can not track phone calls but we do know that the rough break down is 40% emails, 10% turn up at the OFI and 50% call. So roughly 4 emails will translate to 10 contacts.

    Now … if only the newspapers and signboards would deliver the same quality and quantity of information!

  • Peter
    Posted November 7, 2006 at 9:00 pm 0Likes

    Very true Simon – I have dedicated a number of articles to this and am actually in the process of writing ‘A Marketing White Paper’ at the moment for Agents. I call it a white paper because it sounds so much more official. In fact it is just black digital text set out on a white background!

  • Tom S
    Posted November 11, 2006 at 6:13 pm 0Likes

    Simon, this sounds too much like your making positive suggestions to help agents.

    Many of the comments on this site suggest that you’ve (REA) only got one thing on you mind – how to increase fees.

    If you keep this up, you are going to confuse a lot of agents.

    Peter, keep your interesting articles coming.

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