Upload
nguyennhu
View
216
Download
0
Embed Size (px)
Citation preview
New Thinking.New Media.New Solutions.
MARKETING AND MEDIA PLAN
ERA Real Estate is moving real
estate in a whole new direction—
and we’re sharing that message
with buyers and sellers in ways
that increase brand awareness
and drive growth.
ERA Real Estate has always been at the forefront
of innovation in our industry. We’re constantly
refi ning our strategy to keep pace with the latest
consumer trends.
We’ve designed our marketing and media strategy
to speak directly—and powerfully—to the next
generation of buyers and sellers. We’re also
making a signifi cant investment in our technology
platform, including a new responsive, mobile-ready
design for our ERA Zap® platform.
Our marketing and media plan is designed to
provide maximum effi ciency and the greatest
benefi t for your business. We’re directing our plan
intelligently and strategically, with results that
directly impact your business in positive ways.
Our marketing strategy is focused on one goal: to
help you grow your business and help position you
for success.
INTEGRATED MEDIA PLAN
Future buyers, sellers and agents are online, using
mobile devices and engaging with social media—and
we are using these powerful channels to build brand
awareness, improve perceptions of the ERA® brand
and drive leads directly to you.
We’re leveraging these trends through a three-pronged
strategy to “Reach, Inform and Engage” consumers
via digital media: an effective, targeted approach
designed to connect with consumers and drive leads
to you in the most effi cient ways possible.
of agents have closed 2 to 5 deals via social media.2
of home buyers primarily access the Internet from mobile devices (smartphones and tablets).3
of home buyers and
92% of fi rst-time home
buyers use a website in the home search
process.1
InformWe’re creating maximum impact by directly
communicating our value to consumers
through real estate aggregators Zillow
and Homes.com—important points of
intersection for home buyers/sellers
and the broker/agent community.
Clickable display banners, mobile banners
and text links link to ERA.com, increasing
brand awareness and driving leads directly
to your local website.
Reach We’re building awareness with branded
content and ad placements across strategic
media partnerships. Our partnership with
the HGTV network is signifi cantly increasing
brand awareness through sponsorships on
HGTV.com and the ULIVE online video platform.
Engage We’re generating leads and connecting
home buyers/sellers with brokers/agents
via ERA.com through high-performing paid
search campaigns on Google, Bing, and Yahoo.
Google and the Google Logo are registered trademarks of Google Inc.; Bing and the Bing Logo are registered trademarks of Microsoft Corporation; Yahoo! and the Yahoo! Logo are registered trademarks of Yahoo! Inc.; All other marks are the property of their respective owners.
Almost 50% of all U.S. adults
watch online video during a typical week.5
With the explosion of on-demand streaming video
content, consumers are increasingly watching their
favorite shows whenever they want, on the device
of their choice.
Our media plan is designed for this changing media landscape—engaging with consumers where they are spending their time. Our future home buyers,
sellers and agents are more likely to watch video on
smartphones than older adults, and nearly half fi nd
video ads on mobile devices useful.4 A Nielsen study
found that consumers exposed to mobile video ads
demonstrated signifi cantly higher brand awareness,
favorability and interest in purchasing.6 The value of
integrated, cross-screen marketing campaigns is clear! 90-second in-fl ight video:
• JetBlue Airways: reaching approximately 3 million
viewers on nearly 285,000 fl ights
• American Airlines/US Airways: reaching
approximately 420,000 viewers on over
4,200 fl ights
HGTV promo spot:
• 15-second ad to run on the HGTV broadcast
network to promote our sponsorships
• Estimated reach of 9 million
households
“House Hunters,” “Property Brothers: Buying and Selling” and “Love It or List It”:
• The web sites for these popular shows will
feature ERA display ads as well as banner
ads on mobile devices
The Road Ahead:
• 5 branded videos featuring
Egypt Sherrod (host of
HGTV’s “Property
Virgins”) providing
guidance on the home
ownership experience
• Available on ULIVE.com
and distributed across
the ULIVE Lifestyle Network
• Episodes display the ERA® brand, feature ERA
brokers and agents, and link to relevant content
on ERA.com
VIDEO: CREATING PERSONALIZED CONSUMER EXPERIENCES—AND BUILDING STRONG RELATIONSHIPS.
of ad agencies say online commercial advertising is the most effective form of advertising.4
The most popular devices for video viewing are smartphones, tablets and game consoles.5
7 in 10 millennials consume streaming or
downloaded video.5
Almost 50% of all US adults
watch online video during a typical week.5
Social media is playing an increasingly
important role in consumer decision-
making. It’s a powerful tool for connecting
with home buyers and sellers—and
making it easy for them to fi nd you. We’re
tapping into that power on the most
important social channels to increase
brand exposure, build brand engagement
and drive leads to your business.
Facebook: 1.44 billion monthly active users www.Facebook.com/ERARealEstate• Network engagement on company page as
well as ERA Event pages• 10 companywide user groups
Twitter: 302 million monthly active users@ASmarterERA• Shareable content on market trends,
lifestyle tips and homeowner advice
YouTube: 4 billion video views dailywww.youtube.com/era• Dedicated ERA Real Estate Channel:
relevant content for home buyers and sellers
Pinterest: 72.8 million users www.pinterest.com/erarealestate• 36 ERA Real Estate boards inspirational
content for home ownership and design
ERA “Owning the Fence” Blog: www.owningthefence.com • Shareable content for millennials,
Distinctive Properties, tech enthusiasts, real estate trend followers
• 15 unique posts per month
SOCIAL MEDIA: THE NEW “WORD OF MOUTH.”
More than 75% of home buyers
used social media in their home search8
92% of consumers trust word-of-mouth recommendations above all else7
44% for buying tips from friends
44% to get neighborhood information
42% to view their agents’ Facebook pages8
Buyers are using social media:
With over 1 billion impressions, we
are positioning ERA Real Estate—
and you, our brokers and agents—as
thought leaders and industry experts.
PR: AMPLIFYING OUR EXPOSURE AND EXTENDING OUR REACH.
HIGHLIGHTS: Market insights
ERA Real Estate is featured in top business and consumer publications, sharing insights and tips on the market, leadership and more.
and you, our brokers and agents—as
thought leaders and industry experts.
HIGHLIGHTS: MDA
For more than 35 years, ERA Real Estate has been committed to enriching the lives of children and adults living with muscular dystrophy and other neuromuscular diseases through our support of the Muscular Dystrophy Association (MDA).
Through the ERA MDA Summer Camp Challenge, we will send 1,000 kids to MDA Summer Camp!
MDA Summer Camps provide a safe and fun experience where kids create cherished memories and make new friends. The Challenge has been featured in a top MDA news publication and a variety of other national outlets and social media channels.
HIGHLIGHTS: Media coverage
ERA® affi liates are showcased as real estate and small business experts in trade and business publications, thanks to your valuable “on-the-ground” market insights.
Customer demographics are
constantly shifting and becoming
more diverse—and we’re helping you
stay ahead of the curve. As our brand
continues to grow and expand into
new markets and regions, it’s critical
that you are ready to serve a broad
range of home buyers and sellers.
Our partnerships with several national
diversity organizations are helping
us to build brand awareness, better
understand the buying habits of future
home buyers and sellers, and connect
you with more customers so you can
grow your business.
DIVERSITY MARKETING
Sources: 1 – National Association of REALTORS®. “2014 Profi le of Home Buyers
and Sellers.”2 – Realty Times. “Four Ways to Reach Home Buyers Using Social Media.”
June 2013.3 – California Association of REALTORS®. “How Buyers Use Technology in
the Home Buying Process.” June 2013.4 – Brightroll. “2015 Brightroll Agency Survey.”
5 – Experian. “Cross-device video analysis: Engaging consumers in a multi-screen world.” 2015.
6 – AdColony, Nielsen. “Cross-Platform Video Ad Effectiveness Study.” April 2012.
7 – Nielsen. “Global Trust in Advertising Survey.” April 2012.8 – California Association of REALTORS®. “2014 Survey of California
Home Buyers.” June 2014.
ERA Real Estate is showcasing
our growth and uncovering new
opportunities for our brand by
advertising in leading trade publications,
prominent industry events, and national,
state, and local associations. We are
building awareness of our brand and
enhancing our image and reputation in
the industry.
And remember: Success attracts success!
Our trade marketing efforts
will help you recruit and retain
top talent for your business.
REAL ESTATE TRADE MARKETING
ERA Distinctive Properties® program redefi nes luxury
marketing to include broader lifestyle components,
refl ecting changing consumer preferences. We’ve
designed this unique program to help you reach and
market to the growing segment of distinctive and
luxury home buyers and sellers.
• High-impact marketing
• Cutting-edge technology
ERA DISTINCTIVE PROPERTIES®
2015 MEDIA PLANJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
MEDIA PARTNERSHIPS
REACH
HGTV
The Road Ahead
HGTV Broadcast TV Commercials
HGTV.com
Love It or List It
Property Brothers
House Hunters
ULIVE Network Commercials
Online Display Media Network
Display Ads
Behavioral Re-targeting Ads
Facebook Ads
INFORM
Homes.com
Mobile
Text links
Display
Zillow
Mobile
Display
ENGAGE (SEM)
Google AdWords
Bing
Yahoo
NATIONAL AIRLINES IN-FLIGHT TELEVISION
"EXEC TV - FRANCHISE ROUNDTABLE"
JetBlue
American Airlines/US Airways
SOCIAL MEDIA
ERA Facebook Posts
ERA Twitter
ERA Pinterest
ERA YouTube
ERA SlideShare
Owning the Fence - ERA Blog
TRADE MARKETING
National Industry Events
Inman - online ads, general session commercial
NAR - Exclusive App Sponsor, general session commercial, online ads
RISMedia/Real Estate Magazine
Editorial Placements (print & online)
Branded Supplement
Full-Page Ads
Online Advertising
National Diversity Organization Events
NAHREP
AREAA
NAGLREP
State Association Events
California Association of Realtors
Triple Play
NICHE MARKETING
ERA Distinctive Properties Marketing
Distinctive Properties Magazine
ERADistinctiveProperties.com
Additional Listing Partners
© 2015 ERA Franchise Systems LLC. A Realogy Company. All Rights Reserved. ERA Franchise Systems LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Offi ce is Independently Owned and Operated. ERA and the ERA logo are registered service marks owned by ERA Real Estate Franchise Systems LLC.