
A recent conversation about online marketing with Mark stirred up a continuing discussion that I had in a previous life while at Prudential - Chicago. This same topic also got thrown around during one of the breakout sessions at the Executive Luncheon of the New Castle Board, which I attended yesterday.
Before I begin, keep this tucked in the back of your mind; When is the last time you really saw that ad at the top of your web-based email and it caused a call-to-action for you?
In my strong, yet humble, opinion, I feel that by the time a consumer gets to a place that they can search for properties (classifieds, aggregator, portal, etc) the opportunity for effective marketing has diminished. Simply because they have already found a place to search. Unless your marketing piece can prove to them that your search is better, they are going to stay where they landed. They are in search mode, probably not ‘pick an agent’ mode, Yet. Also, lets face it - the general internet user has almost grown numb to banner ads on a site, especially when they have already deemed a site to meet their current needs (flashback: web-email question), in this case searching for properties.
Mark made a metaphor that you can hang your hat on (paraphrased due to RAM allocation), ‘That would be like driving down REALTOR® Row and being faced with a dozen agents jumping up and down to get your attention.’ There is no tell-tale way to stand out at that point, its sensory overload created by a large amount of energy (budget) expenditure. So, if that isn’t the most efficitve place to advertise, where does one advertise?
Continue reading ‘Peripheral Marketing’