The open was a success (Considering it was Fathers Day) there were about 20+ people that came by all very interested and many eager to find out everything they needed to know about the listing to position themselves for a winning bid.
So were does marketing come in here? I recently attended Ad:Tech here in San Francisco. Among the many incredibly boring seminars I found one that actually raised an eyebrow. The Seminar was about Programmatic Marketing.
What is Programmatic?
In digital marketing, programmatic marketing campaigns are automatically triggered by any type of event and deployed according to a set of rules applied by software and algorithms. Human skills are still needed in programmatic campaigns as the campaigns and rules are planned beforehand and established by marketers.
The most common forms of programmatic marketing on digital channels are:
- Programmatic buying via RTB and ad exchanges
- Programmatic site retargeting
- Shopping cart abandonment email campaigns
- Dynamic creative optimization
- Product recommendation
I know. What does that mean? Well, it basically describes steering your user or persuading them to engage with your brand or in Real Estate Terms engage with your listing through content. This is important because the human interaction shows that the user is actually engaging and its not a robot to robot impression. This is why things like outdoor advertising and print media still work. Thats because there is an actual person is engaging with your listing not a robot. This programmatic software allows for true placement in key locations to engage and actual person. Over the next 5-10 years this will become embedded in every digital campaign.
We all know that here in San Francisco your Open House (If priced correctly) will bring the crowds. Our inventory is low, demand is high and employment is on the rise. Isn't it more than that though? I have always felt that these amazing homes deserve a better description, exposure and experience for the buyer and seller. Enter programmatic. You see, Malcolm has the pulse of the market. When you list with him your listing is being showcased not only to his users but also to the many people that search for a home via google, yahoo, etc. He may not be the first one that pops up on suggestions but as we get deeper into a search clicking from link to link you will run into him. Thus your listing will show up on someones tablet or desktop in front of a real person who has true interest.
In fact, many attendees to the Open had heard of Pulse of the Market.
In a rapidly changing advertising and marketing landscape its important to keep techniques like this in mind. Does your agent have an online presence beyond a website and newsletter or an email campaign? Do they have a twitter handle, instagram feed, tumbler, Facebook Page and blog. These are in fact the future of exposure and the future of the Realtor in San Francisco.
