From Newspapers to News Sites: Digital Property Marketing

Transcription

1 From Newspapers to News Sites: Digital Property Marketing Presented By: Marc Townsend Managing Director, CB Richard Ellis (Vietnam) Vuong Tuan Long Tuesday, 25 th August 2009 Director of CBRE Real Estate Trading Floor

2 Introduction to Digital Marketing Digital Marketing Channels/Tools: - Websites - S.E.O / S.E.M. - Property Portals/ Search Engine -Blogs - Video broadcast - Digital Marketing Materials: - E-brochure - E-Direct mail - E-Newsletter - Virtual tours/ VDOs Case Studies CB Richard Ellis Page 2 Presentation Outline

3 Introduction to Digital Marketing

4 Introduction Up until 2005 focus was on offline marketing channels including newspaper, magazine adverts, signage, combined with PR and events/exhibitions. Today, there is a strong shift to online marketing as potential buyers are more technology savvy and the internet has become an important source of information for property buyers. CB Richard Ellis Page 4

5 Introduction OLD MARKETING TOOLS Brochures Print Advertising (Magazine, Newspaper, Classified Ads) Launch events Exhibitions Direct Mail Outdoor Advertising (Billboards, Signage) Websites PR NEW MARKETING TOOLS e-brochures Reduced print advertising Online Advertising (Web Banners, Property Portals) e-direct Mail e-newsletter Outdoor Advertising Effective and search engine optimised websites Online PR CB Richard Ellis Page 5

6 Introduction Some old marketing tools still remain CB Richard Ellis Page 6

7 Key Facts Internet has become the preferred method of property search in the West and now becoming the global preferred method million internet users in Vietnam now have a Yahoo account. According to Google, there is reportedly a 15% y-o-y growth in property related search terms between 2007 and Online real estate advertising expected to account for 1/3 of entire marketing budget by In Vietnam, on one site alone, over 10,000 unique page view & 2,000 property searches a day. CB Richard Ellis Page 7

8 The Web & Property Sales Understanding the function of the web for property sales: WEB = SHOP WINDOW Come inside the shop CB Richard Ellis Page 8

9 Traditional Shop Windows Good Shop Window Bad Shop Window CB Richard Ellis Page 9

10 Web Shop Windows Good Web Shop Window Bad Web Shop Window CB Richard Ellis Page 10

11 Location, Location, Location Where do you locate your shop? Physical Shop: Traditionally in the best position in the busiest mall Big brands are located in the best position in several malls. Web: Page one of the main search engine e.g. Google, Yahoo, Timnhanh Page one on several search engines CB Richard Ellis Page 11

12 The Web Users Don t just want a hard sell customers will be switched off Soft Sell: - Research - Downloads - Publications Customization by user in an instant (now) CB Richard Ellis Page 12

13 Web Shop Windows Example Research Centre Downloads CB Richard Ellis Page 13

14 The Web, Corporate Branding & Property Sales Can t just manufacture research for the web, you need the real product Mercedes VS Uaz Applied correctly, web, S.E.O, use of branding, information can create databases of applicants AND NEW SALES. CB Richard Ellis Page 14

15 From the Web to Property Sales CBRE Web Strategy: Go from web-browsing and window shopping to direct sales contact to close sales. Branded Agent Matters Experienced in executing full marketing strategy Ability to create, establish and transition relationships from initial contact to sale from web interactions CB Richard Ellis Page 15

16 Benefits of Digital Marketing Reach: 24% of the population in Vietnam are internet users Targeted: many online advertising options allows the campaign to target specific countries Personal: You have a direct one-to-one interaction with the user that is trackable Measurable: tracking applications such as Google Analytics or Alexa allow you to track your website performance, providing measurable results and indepth analysis CB Richard Ellis Page 16

17 Problems of Digital Marketing New technology Changes all the time How to be number one on Google & Yahoo? Need many man hours, research, time and experience CB Richard Ellis Page 17

18 Digital Marketing Channels

19 Dedicated Project Websites Sukhothai Residences, Bangkok W Koh Samui Retreat & Residences The Met, Bangkok CB Richard Ellis Page 19

20 Website Visibility Two ways to achieve search engine visibility: 1) Search Engine Optimisation (S.E.O): - Organic search results - Ranking can be boosted by keyword rich content and links 2) Search Engine Marketing (S.E.M): - Commercial results - Sponsored links: Pay per click Ad, Google Ad words CB Richard Ellis Page 20

21 Why is S.E.O important? Search Engine Optimisation (S.E.O) On average, over 30% of traffic to a real estate website is generated from a search engine. 46% of traffic on CBRE Vietnam s site is generated from search engines. According to Google, 67% of online search users are driven to search by offline channels. Magazines Newspaper CBRE International ONLINE SEARCH CBRE Brand Awareness Billboards Radio TV CB Richard Ellis Page 21

22 S.E.O. & S.E.M.: The Difference S.E.M S.E.O CB Richard Ellis Page 22

23 Property Portals/Search Engines Property listing on other websites and property portals to generate leads/enquiries Example: CB Richard Ellis Page 23

24 Blogs A Weblog: A website maintained by individuals or companies publishing a series of entries Increasingly used in the property industry as a marketing and PR tool Many players in the property industry use blogs to publish news, opinions, market information and as a medium to exchange views and information relating to the entries Examples of free blog software include Blogger and Wordpress CB Richard Ellis Page 24

25 Video Broadcast Upload property virtual tours on your website as well as video-sharing sites allowing this to be viewed by millions of viewers CB Richard Ellis Page 25

26 Digital Marketing Materials

27 E-Brochure Conrad Koh Samui Residences W Koh Samui Retreat & Residences CB Richard Ellis Page 27

28 E-Direct Mail CB Richard Ellis Page 28

29 E-Newsletter CB Richard Ellis Page 29

30 Virtual Tours Sukhothai Residences, Bangkok CB Richard Ellis Page 30

31 Case Studies

32 Case Study: Digital Marketing Tool Latest Trend Online Multi-Site Banner Campaigns Digital flash banner running on various business, finance, news, entertainment and lifestyle related websites directing to a dedicated project microsite Able to target specific countries Guaranteed number of leads CB Richard Ellis Page 32

33 Banner Examples Flash Banner Design: CB Richard Ellis Page 33

34 Microsite Design: Online Banner Campaign: Example CB Richard Ellis Page 34

35 Microsite Design: Online Banner Campaign: Example CB Richard Ellis Page 35

36 Online Banner Campaign W Koh Samui Banner Campaign and Microsite To be launched July/August 2009 Target: 10,000,000 viewers 800,000 microsite visits 650 qualified buyers enquiries By 1 st September 2009 CB Richard Ellis Page 36

37 Case Study: Successful Online Campaign CBRE Thailand Hot Deals Campaign: CBRE Thailand began the Hot Deals campaign in March 2009, showcasing the best value properties in a particular building/location on Coordinated offline media campaign promoting CBRE Hot Deals in newspaper to drive traffic to website Regular Hot Deals listing update sent out to potential buyers via e-direct mail campaigns CB Richard Ellis Page 37

38 CBRE Thailand Hot Deals Campaign Results: 40% increase in website enquiries following an e- direct mail campaign Highest number of site visitors following the launch of Hot Deals campaign (over 1,900 visits compared to a daily average of 600 to 700 visits) Regular flow of completed deals CB Richard Ellis Page 38

39 Offline Media Campaign Hot Deals Campaign in the Bangkok Post Newspaper: CB Richard Ellis Page 39

40 CBRE Thailand Hot Deals Online Campaign Hot Deals Campaign in CB Richard Ellis Page 40

41 Bangkok Condo Re-sale Hot Deals Hot Deals Site CB Richard Ellis Page 41

42 Bangkok Condo Re-sale Hot Deals One Hot Deal CB Richard Ellis Page 42

43 Local Leader and Internationally Recognised Award-winning website CB Richard Ellis Page 43

44 THANK YOU CB Richard Ellis, We obtained the information above from sources we believe to be reliable. However, we have not verified its accuracy and make no guarantee, warranty or representation about it. It is submitted subject to the possibility of errors, omissions, change of price, rental or other conditions, prior sale, lease or financing or withdrawal without notice. We include projections, opinions, assumptions or estimates for example only, and they may not represent current or future performance of the property. You and your tax and legal advisors should conduct your own investigation of the property and transaction. CB Richard Ellis Page 44