Thursday, May 24, 2012

Real Estate Broker's Postcards Rake in Leads

Looking to beef up leads? Traditional direct mail may be just the tonic. Redesigned postcard mailings recently helped a suburban Philadelphia real estate broker increase direct mail response rates by a satisfying 46%, for example. With the postcards generating 20-30 leads a month and helping to sell 80 homes, the brokerage is planning to spend even more on mail campaigns. The postcards are part of an integrated marketing program that includes e-mail and social media, but Brett Furman, owner of a Re/Max Classic brokerage in St. Davids, PA, is more bullish on conventional direct mail. Why? While competitors face off digitally, declining mailbox clutter lets him showcase his message: "I'd say since about 2006 people have stopped spending on direct mail so the competition for mailbox space has decreased. Some days I may be the only piece." For the complete story, see http://chiefmarketer.com/direct-marketing/real-estate-broker-sees-postcard-responses-rise-46

Tuesday, May 22, 2012

Mobile Leads, Social Lags in Real-Time Bid Race

Mobile leads and social lags as online media buyers embrace "real-time bidding" or RTB platforms to compete for growing RTB online inventory. The total supply of RTB impressions more than doubled (up 120%) year-over-year in the first quarter of 2012, per Accordant Media, an independent agency trading desk. But demand is hottest for mobile. Accordant estimates the supply of mobile RTB inventory grew a whopping 475% year-over-year in the first quarter of 2012. On the other hand, social-ad interest weakened. Accordant said it reduced its share of  "social-targeted buys" during the quarter because advertisers are "not finding social sites to be as effective" as other forms of online or mobile inventory.  Read more of the story at http://www.mediapost.com/publications/article/173098/rtb-ad-market-soars-in-q1-marketers-rush-to-mobil.html#ixzz1vcPxXPYT