Here are three ways to deal with what appears to be the inevitable merger of Zillow and Trulia.
Outspend Your Competition
Steve
Murray, President of Real Trends mentioned in an article on CNN that
some agent teams are spending up to $20,000 a month to appear on the
Zillow/Trulia listing pages. With the merger both entities can charge
more for their combined Internet exposure of a 130 million visitors a
month. By spending more you can outdistance your competition.
For
example, Douglas Elliman recently paid Zillow an undisclosed amount to
make sure that all leads generated by their listings go directly to the
agent who has listed the property and no other competing agent’s profile
is allowed on their pages. They created an exclusive relationship
which boosts the traffic to their website. Their main offices are in
the city of New York and New York does not have an MLS, which in turn
benefits Zillow as it lacked a New York presence. If your pockets are
deep enough, this is a viable option.
Outthink Your Competition
Find a
brand strategy that will help you secure top-of-mind status in your
marketplace. Real estate is local and the more you stand out in your
local community as a caring business person, the more likely you will be
sought after for listing or buying a property.
One of
our local companies here in Santa Barbara County supports the teachers
in the communities they have offices in. They have a fund to help
teachers’ special projects. This strategy can influence the teaching
community and the parents to think of them first when it comes to real
estate.
Don’t Worry, Be Happy!
Some of the best agents build a strong referral base and are not dependent on any third party lead generation.
What will you do, OUTSPEND, OUTTHINK, OR BE HAPPY AND NOT WORRY?
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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