Marketing Experts - I Need Your Help (Neighborhood Websites)

Hi "Seeds Of Wisdom" forum, I need your help with my marketing plan for neighborhood websites. This is my first post on this forum (and anywhere about this topic) but I see many familiar names and deep thinkers. Instead of posting to the others boards, I decided to start here.

I'm the webmaster for my own neighborhood website and it has had such a positive impact on our community that I decided to turn it into a product. I did some research by looking at companies like CommunityPlace.com, ConnectingNeighbors.com, and NHFind.com and determined that neighborhoods wanted these sites and Realtors are willing to sponsor them.

I've developed a great product (website and email system) that blows the competition away. Now the hard part... marketing it.

WHO DO I MARKET THIS PRODUCT TO???

So far I've chosen to market this to real estate agents since they are easy to find. The idea is that they will pay the bill and give these sites away to the best neighborhoods in their area. It is a branding type advertising expense to the Realtor since their message is on every webpage and email. By marketing this way I don't have to find the good neighborhoods that have strong associations... the Realtors will know. A problem though is Realtors are very busy and constantly bombarded with offers.

Another marketing direction is to target the Homeowners Associations directly and get them interested in the site. They could pay for it themselves (most wouldn't) or I could help them find a sponsor. One of the problems is it is harder to identify a list of HOAs (much easier to find the Realtors).

A third direction is to target HOA management companies. They are also harder to find but may be worth the effort since they represent several neighborhoods. I'm sure I would have to give them a commission to get them to act (no problem). A similar case can be made for developers.

OBSTACLES

Neighborhoods should want and love these sites but it is not as easy as you would think. If a Realtor is on the board they may object to another Realtor being the sponsor. If the management company has this same idea they discourage it using fear of privacy and libel issues. They might be too busy. Might not understand it or see the benefit. Ego issues (Joe spent a lot of time making those animated GIFs and is happy with them).

Some of these problems can be overcome with marketing and a flexible product but I just wanted to point out that it is not a easy as it should be.

Oh yeah, some HOA boards don't meet often so getting approval can take awhile.

MARKETING PLAN

Here is where I need more help. I have Dan Kennedy's magnetic marketing course and have started with direct mail.

My first attempt was to about 600 Realtors with excellent websites (number1expert.com customers). The first letter got 100 to visit. Letter 2 flopped and only got 20 new visitors. A follow-up "Did you get my letters?" email got 100 new visitors. To date, 39% of that list at least made it to the demo site. Many seemed interested but I need a good system to convert them to customers. I did get a few sales.

My second attempt began on June 15th with a test mailing to 200 ePRO certified agents. Letter 1 got 19 to visit. 10 days later the follow-up email got 48 new visitors. So far 34%.

To see a sample website take a look at:
http://PlantersWalkHOA.com

My main website is:
http://HOAWebsites.com

So any ideas? How would you market this differently?

Thanks,
Rob Yaggie

Rob -

> So far I've chosen to market this to real
> estate agents since they are easy to find.
> The idea is that they will pay the bill and
> give these sites away to the best
> neighborhoods in their area. It is a
> branding type advertising expense to the
> Realtor since their message is on every
> webpage and email. By marketing this way I
> don't have to find the good neighborhoods
> that have strong associations... the
> Realtors will know. A problem though is
> Realtors are very busy and constantly
> bombarded with offers.

What is the benefit? I couldn't determine what it was. How does your site, or sites, help realtors or any other niche? I think you've got to identify that first.

Rick Smith, "The Net Guerrilla"


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Rick,

The benefits are many for both the Realtor and the Association.

REALTOR:

1) Builds a relationship with the neighborhood and shows you are interested in them so later when they need your services you will be known.

2) You are the exclusive real estate sponsor. The neighborhood only needs 1 official site. Competitive edge over other agents.

3) Providing this communications channel opens up new marketing options. For example, it is now easy and cost effective to sponsor other contests or events (ice cream social, coloring contest). Things you know you should do but the time and expense of a manual mailing or flyer distribution is keeping you from acting.

ASSOCIATION:

1) Easy to find information source for the community.

2) Decreases the burden on the board and committee members (email instead of 11:00pm phone calls, forms online, questions answered online, email important information out, etc).

3) Great source of information for potential buyers. Having their act together could actually make it easier to sell homes.

Here is a link to the letter I sent out to the e-PRO agents:
eproletter.pdf

Thanks,
Rob

> Rob -

> What is the benefit? I couldn't determine
> what it was. How does your site, or sites,
> help realtors or any other niche? I think
> you've got to identify that first.

> Rick Smith, "The Net Guerrilla"

First, I think you have an excellent concept.

I read your marketing letter & here's the suggestion:

Change the headline to:

"How To Be The ONLY Realtor People in XYZ Will Call To Sell Their Homes - For Less Than The Cost Of A Big Mac & Fries!"

Notes:
1. Realtors don't want to put their name on people's tongues ... they want to sell homes.
2. You may or may not want to include the Big Mac part ... but, for less than that amount each day they can have your website & when they read the headline, they say to themselves I can afford a Big Mac & Fries in their mind ... therefore, I can afford this.

Just some points to continue.

Also, If you have gotten some particular objections, let us know & we may be able to help out with a response.

Hi Joel,

Thanks for taking a look and for your comments. I like your headline suggestion but can I really claim:

> "How To Be The ONLY Realtor People in
> XYZ Will Call To Sell Their Homes - For Less
> Than The Cost Of A Big Mac &
> Fries!"

It is a strong statement but, of course, not always true. Does that matter? I think your headline grabs their attention better though.

I also what to avoid any obvious hype. Realtors get bombarded with opportunities and I want to appear different.

BTW, I haven't gotten too many objections on price. I think it is more a problem getting Realtors to dedicate the time and effort. Testimonials and endorsements within the real estate community will help here.

Thanks again,
Rob

Sales Letter: eproletter.pdf

Sample Neighborhood: PlantersWalkHOA.com

> Also, If you have gotten some particular
> objections, let us know & we may be able
> to help out with a response.

1. Here's how I figured out the price:

$377 plus $39 x 12months = $845 divided by 365 days = $2.31.

I think you'd barely be able to buy a Big Mac much less a Big Mac & Fries for $2.31 a day!

Make sense now?

2. If your concern was the statement, "How To Be The ONLY Realtor ...."

Then, change it to, "How To Position Yourself As The ONLY Realtor ...."

Thanks again Joel.

The math made sense it was the ONLY Realtor part I was concerned about. The "Position Yourself" version works for me.

Regards,
Rob

> 2. If your concern was the statement,
> "How To Be The ONLY Realtor ...."

> Then, change it to, "How To Position
> Yourself As The ONLY Realtor ...."

I realize that you're looking at an expansion of web siteS...

My recommendation if you're looking for advertisers for the existing neighborhood site that is already proving to be successful is to go to all the neighborhood businesses and sale ad spots to them (restaurants, hardware stores, craft shops, etc...). From there you can get statistics from click-thrus, sales, etc... to use as a media kit for your next community site.

Best of luck in your online endeavor,
Elizabeth


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