FOR IMMEDIATE
RELEASE
"INCREASING THE VALUE OF THE CLASSIFIED
AD" - METHODS FOR ACHIEVING GREATER REVENUE AND MARKET
SHARE"
October 31, 2005, San Diego, CA - Today Marketingweb.com
announced the release of its first white paper based on OwnerBuilder-forsale™,
a For Sale by Owner advertising prototype developed by Marketingweb.com.
The purpose of the prototype was to identify best methods and
practices in the advertising of private party real estate. The
study was conducted over a four and a half year period.
"Increasing the Value of the Classified
Ad" addresses the dilema large advertising entities have
created for themselves by catering to the realtor market. Providing
realtors with better advertising tools and coverage than that
offered to the For Sale by Owner has been status quo in the newspaper
industry. Realtors purchase more expensive ads and offer repeat
business. Not exactly rocket science. So what's the problem?
Paradigm shift.
With the incredible growth in home values,
a six percent real estate commission represents significant capital.
Recent research has shown that 80% of those who wish to sell
their homes plan to try to sell them first as a For Sale by Owner
in an attempt to save the commission. Interest rate increases
and overall changes in the economy have renewed fears of a housing
market bubble burst. This has intensified not only the owner's
desire but his/her need to preserve equity during a sale. An
increase in the placement of private party classified ads is
expected. Further, the more "upside down" the markets
tend to become the less commission realtors will be able to charge.
A direct inverse relationship to private party classified ads
will be seen in the reduced placement of realtor ads as realtors
rely more heavily on the Multiple Listing Service (MLS). Translation:
More classified ads... less profit.
An opportunity to greatly increase classified
ad market share and revenue exists. The caveat? Offering private
parties better tools with which to sell their own homes could
alienate the realtor and immediately reduce current ad market
share. How do you manufacture a situation that allows the large
advertising entities to "have their cake and eat it too?" Current
efforts to accomplish this executed by online factions of radio,
television, and newspapers have not been successful.
"Increasing the Value of the Classified
Ad" is specifically aimed at helping newspapers maximize
their private party real estate classified ad revenue while protecting
their current realtor market share. The white paper is available
to clients only and requires a current consulting contract.
BACKGROUND: Marketingweb.com began researching
the For Sale by Owner market in January 2001. In 2003, based
on two years of preliminary research Marketingweb.com launched
OwnerBuilder-forsale.com™ a prototype "For Sale By Owner" advertising
agency utilizing traditional and online advertising capabilities
and a "neighborhood" strategic partner network. Marketingweb.com
ensured that the prototype respected the legal distinctions required
to qualify as an advertising agency versus a “realtor”. The concept
was introduced within a restricted territory that offered a diverse
range of home values, diverse target demographics / psychographics,
and a highly saturated realtor market.
Marketingweb.com concluded prototype research
in August 2005. Since that time, Marketingweb.com has reviewed
the data to determine best customer, service model, and pricing
and has analyzed competitor response / change mechanics. Several
white papers will be released based on this four and a half year
research project.
If you have an interest in becoming a client,
please contact us.
For more information:
Diane W. Collins
Phone: 214.300.4005
E-mail: dcollins@marketingweb.com
Company Name: Marketingweb.com
Web Address: http://www.marketingweb.com
Posted: October 31, 2005
PRWeb
News Release |
