{"id":2907,"date":"2009-06-25T17:46:20","date_gmt":"2009-06-25T22:46:20","guid":{"rendered":"https:\/\/bhgrealestateblog.com\/?p=2907"},"modified":"2024-12-30T14:46:01","modified_gmt":"2024-12-30T19:46:01","slug":"the-future-of-real-estate-email-marketing","status":"publish","type":"post","link":"https:\/\/bhgrecareer.com\/bebetterblog\/the-future-of-real-estate-email-marketing\/","title":{"rendered":"The Future of Real Estate Email Marketing"},"content":{"rendered":"

As we are coming down the final stretch for launching our direct marketing tool using the Meredith Corporation subscriber database<\/a> I have been entrenched in the concept of putting the right message, in front of the right consumer, at the right time, to get the desired response.\u00a0 So it would be fitting that I actually saw a real world example of this last week from Amazon.com<\/a>.<\/p>\n

I was shopping for a new TV over the weekend on Amazon.com, Samsung and Sony LCD TVs to be exact, and I just wasn\u2019t convinced to buy it on the spot as every purchase needs to be considered after buying a house less than 6 months ago.\u00a0 Let me preface this story by saying that I am an avid shopper of Amazon.com so they have my email address and I have opted in to receive marketing communications.<\/p>\n

So on Monday morning I check my email and there is a message from Amazon.com with the subject line \u201cSony Two-Day Sale in Televisions & Video.\u201d\u00a0 I obviously opened the message so Amazon NOW knows I am seriously interested in buying a TV.\u00a0 I was mildly impressed and sort of chalked it up to mere coincidence.\u00a0 Then this morning I have a NEW email from Amazon with the subject line of \u201cUp to $300 Off Select Samsung HDTVs.\u201d\u00a0 So now I know it\u2019s not a coincidence as I have received 2 separate promotional emails for both TVs I viewed on the site days earlier.\u00a0 My conclusion is that Amazon is using browsing behavior to enable micro-targeting in their email marketing program.\u00a0 This is a concept\u00a0that has been floating around for almost 10 years, but this is truly the first time I had seen it executed so flawlessly.<\/p>\n

Why do I bring this up on a real estate blog?\u00a0 Because the application for real estate web sites is 100{0a8e414e4f0423ce9f97e7209435b0fa449e6cffaf599cce0c556757c159a30c} translatable.\u00a0 Today a perspective home buyer can sign up for\u00a0push emails based upon predefined criteria, such as city, beds, baths, price ,etc.\u00a0 Now that is good but what would be better is if your analytics solution (Omniture<\/a>, Google Analytics<\/a>, etc.)\u00a0that tracks browsing behavior was tied into an email marketing platform.\u00a0 For example, if you viewed an article on gourmet kitchens on bhgrealestate.com<\/a> and then ran a property search in Franklin Lakes, NJ we could\u00a0automate the email system to\u00a0send you a message when a\u00a0price drop occurred on a property in Franklin Lakes that has the keywords of gourmet kitchen in the description.\u00a0 This could obviously be taken to the next level and factor in a relational model to\u00a0suggest\u00a0alternatives to the location based upon city attributes similar to Franklin Lakes, for example Ridgewood.\u00a0 To me this is Pandora Radio<\/a> meets Real Estate email marketing.<\/p>\n

Ultimately this is all enabled by connecting the right email solution, analytics package and data tagging.\u00a0 The goal being more leads\u00a0which should result in more transactions.<\/p>\n

The only thing left for Amazon to do is figure out how to convince my wife that we need 1080P!<\/p>\n","protected":false},"excerpt":{"rendered":"

As we are coming down the final stretch for launching our direct marketing tool using the Meredith Corporation subscriber database I have been entrenched in the concept of putting the right message, in front of the right consumer, at the right time, to get the desired response. So it would be fitting that I actually saw a real world example of this last week from Amazon.com.<\/p>\n","protected":false},"author":181,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[141,261],"tags":[401,1771,1981,12971,16971,22971,23401,25781,26621,29921,30821,31981,33181,33261,33981,37791,40391,42241,44201,47311],"class_list":["post-2907","post","type-post","status-publish","format-standard","hentry","category-marketing-and-branding","category-technology","tag-1080p","tag-amazoncom","tag-analytics","tag-email-marketing","tag-google-analytics","tag-keywords","tag-lcd-tvs","tag-marketing-branding","tag-meredith-corporation","tag-ominture","tag-pandora-radio","tag-plasma-tvs","tag-promotions","tag-property-searches","tag-real-estate","tag-samsung","tag-sony","tag-targeted-marketing","tag-tv","tag-wwwbhgrealestatecom"],"yoast_head":"\nThe Future of Real Estate Email Marketing - Better Homes and Gardens Real Estate Be Better Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bhgrecareer.com\/bebetterblog\/the-future-of-real-estate-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Future of Real Estate Email Marketing - Better Homes and Gardens Real Estate Be Better Blog\" \/>\n<meta property=\"og:description\" content=\"As we are coming down the final stretch for launching our direct marketing tool using the Meredith Corporation subscriber database I have been entrenched in the concept of putting the right message, in front of the right consumer, at the right time, to get the desired response. 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