FloorPop - Interactive Marketing Best Practices, October 5, 2005
Vol. 5, Issue 8: Copyright (C) 2005 Blair Kuhnen. All rights reserved.
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Realtors can be hugely important to a builder's success, but many builders neglect to include Realtors in their website and interactive marketing plans. With Realtors involved in 30%-80% of builders' closings, they can be a huge portion of the business. However, not all agents are created equal.
When you look at your Realtor sales you may learn that your Realtor business is very fragmented. You may have a hundred different Realtors who participated in sales, but it may be only 5-10% of these that were involved in more than one transaction. Builders with effective Realtor programs identify, nurture, and grow loyalty among these Realtors. One key to this development are Web technologies.
Some builders are effectively leveraging their websites to maintain and enhance Realtor relations. This is one area of marketing that is largely under the competitive radar screen. However, getting one more Realtor-related sale per community per month can make a dramatic impact on you gross profit. The Web can play an important role.
Here are a few straight-forward ideas to put in place today:
In this example from D.R. Horton's Central Florida Division, they make it very clear how much they value Realtors: http://cfl.drhorton.com/promotion.aspx?PromotionId=53
In this case, the inventory and links back to the website are embedded in the email drawing Realtors back to the website. Making this programmatic can be somewhat expensive, but there is nothing that prevents you from adding a link in your email directly to your inventory page on your website just by pasting the URL in the email as I have done so below: http://www.homebfc.com/inventory.aspx?MetroId=1
Once you have this Realtor Insider's Club, you have something that can be very effective for doing numerous things. For example, when you have a closeout incentive, you can email these Realtors first so both of you can benefit from situation. In a large market you may not want to do mass mailings to your larger Realtor database about individual lot specials, but your select Realtor group will welcome the communication.
Okay, it's not rocket science. So give it a try. If you need help or tools, we are but a phone a call away. I would be glad to show you how the Focus Marketing System can help you make your Realtor marketing program more effective. Please call me at 817-658-7698 or email me at email@example.com for a personal discussion and/or demonstration.
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Blair Kuhnen is the publisher of FloorPop and can be reached at 817-658-7698 or via email at email@example.com.