Real Estate Open Homes, Botox & Luxury Car Test Drives – A Winning Sales Combination . . . . ?

The other day an interesting article came across our desks here at the Brightfox office courtesy of Real Estate Business Online.

Free botox, test drives to lure agents to listing

According to the article an ingenious, for want of a better word, Californian Listing Agent  has teamed up with his local Audi dealer to provide prospective sales agents the opportunity to test drive the latest range while attending open houses for the agent’s multi-million dollar listings.

Traditionally a nice spread of good food was enough to seal the deal, but with competition growing he wanted to push beyond this approach.

. . . “We look at ourselves not just as agents, but as promoters, and want agents from Malibu to Palos Verdes either attending this event or at least talking about it,” he said of the US$8.495 million Beverly Hills-based property.

The offer includes $300 worth of free botox and a test drive of an Audi, and comes as the US property market continues to flatline . . .

 . . . “I attended a few gifting suites last year for the Emmys and Oscars and saw companies giving away great stuff to [celebrities]. I started thinking about how I could pair businesses with agents and wanted my open house…to be more like…those gifting suites . . .

If this sounds like the winning edge you’ve been needing, give it a go and let us know if it works out for you!

To read this article in its entirety please visit Real Estate Business Online

Raine & Horne + QR Codes – An Evolution or A Revolution . . .

Some years ago on this very Blog we talked about QR codes and their possible use in real estate. Here in Australia they are finally starting to get a little traction (and I mean a little – the vast majority of Australian’s still don’t know what a QR Code is let along know how to use them).

Raine & Horne, a large real estate franchise group, have recently gone through a complete brand revamp, and as part of this have included the overhaul of all of Raine & Horne’s digital media platforms. An interesting inclusion in their new media platforms is the use of Quick Response (QR) Codes across their entire media.

What are QR Codes?

QR Codes were originally developed in Japan by Toyota to track vehicles through the manufacturing process. The code consists of black modules arranged in a square pattern on a white background and were designed to allow its contents to be decoded at high speed.

Ver. 3 QR Code

QR Codes have seen wide usage across Japan, Europe and the U.S. with smartphone users able to take a photo of the barcode which is placed onto traditional static media such as flyers and billboards. Users are then typically directed to further interactive content such as a plain-text message, website url, video url, enquiry registration form or email address. Though not as popular in Australia at this time, many local media agencies are beginning to see the potential for the use of QR codes to not only interactively communicate from what was a traditionally static channel but to also effectively track these offline user interactions.

Where is the potential for the broader real estate industry?

The primary potential for this technology in the real estate industry is to provide prospects with the ability to interact online with property listings after reading a traditional mail-out, sign-board or window card. In this way multiple images or interactive tours can be viewed after seeing coming across a simple static advertising piece.

The typical usage scenario involves a potential purchaser driving through a suburb investigating different streets and neighbourhoods. After seeing a ‘For Sale’ or ‘For Rent’ sign the purchaser would normally have to remember the address (along with 10 others); visit an agency website and search for the listing from their phone (very time consuming); or call the agent for more information (which can be daunting). With a QR code printed onto or attached to the sign, the purchaser can simply take a photo of the barcode and be redirected directly to the property listing online or to an online enquiry form to submit their details or to ask more questions.

An underlying advantage to QR codes is in tracking consumer interactions with your static media. By utilising unique URL’s for the various static media types (eg. Flyers – estate.com/flyer; Window Cards – estate.com/wc) redirecting to the appropriate content, entry points can be tracked back to the offline media that directed the traffic. A much more accurate way of tracking user interaction compared to the classis, Where did you find out about us . . . ?

QR Codes; the next big thing?

Will QR codes be the next big thing in real estate? Probably not. But is there a fantastic potential for tracking offline marketing and greater consumer interaction – Definitely! Only time will tell . . .

World’s Largest Real Estate Agency Ditches TV for Online!

Century 21’s CEO, Tom Kunz, announced in an online video interview (Watch the Video – link below) that in 2009 they have decided to pull their advertising budget from TV to focus more on Online marketing.

As Tom Kunz explains they have found that their Return on Investment was much better from their Online endeavours rather than TV or any other traditional media.

In 2008, Century 21 spent only 10% of their massive advertising budget online. However, recent research and testing has shown that their online expenditure was far more productive and efficient than the TV advertising.

We have seen quite a few Independent Agents embracing the internet very actively, however, this is probably the first time that a major Agency has taken any serious steps in this direction, publicly.

With Millions of Dollars being re-routed from the traditional advertising media to Online – it will be interesting times ahead.

What are your Online Strategies and how do you intend to implement them?