January, 2010

New Media — No Comments
29
Jan 10

Active Listening through New Media

Listening is part of the process of learning. In real estate development, traditionally, builders and marketing firms have projected what the demographics and psychographics of a target market would be based on past experiences in that location and based on the mix of units (size, floor plan type, price projections, style, finishes, etc.). It is amazing how many new tools are out there that can act as a real-time focus group!

New media, geotagging and mobile technology allow us to gain valuable, specific and increasingly relevant insight into the interests of a particular neighborhood geography and its demographic. By listening to our fans and followers and paying close attention to their interests and concerns, we are able to provide valuable content, build trust and potentially overcome objections.

How to actively listen through New Media:

  • Research by analyzing the analytics of a pre-launch campaign. Note what cities are most interested in your community and what VR videos, floor plans and price ranges received the highest number of hits or had the longest viewing time.
  • Google search your development name and see what bloggers, micro-bloggers and Yelpers are saying about your product and neighborhood.
  • Review who has listed your Twitter community and what/who else is on their list.
  • Review your community Facebook fans and see what other fan pages they have listed.
  • Create a blog and pose questions to your readers or approach a popular blogger to write about a particular subject that may help you gain valuable market insight.
  • Create a Gravatar, and when appropriate pose a question related to the hosts topic (i.e. Architectural style, Specific neighborhood…)
  • Post an open ended question on sites like Trulia or ActiveRain to gain Broker opinion. (i.e. What size space are your buyers looking for in X neighborhood)
  • Listen to feedback via mobile geosocial sites like Gowalla, Foursquare, Blockchalk, Yelp and Groundmap. Users can not only check-in via mobile and notify others through a tweet or Facebook message, but they also have the capability of leaving a review, recommendation or quick note about the place visited. Ideal for Broker tours, open houses, homeowner testimonials and unique new home events, right?

Related Articles:

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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Twitter — No Comments
16
Jan 10

What is a Twitcierge?

A Twitcierge is an online concierge created for lifestyle communities via a Twitter feed.

We are continually getting positive feedback from prospective and current homeowners, as well as, local small business owners and the real estate community on our Twitcierge style of Twitter use for lifestyle marketing.

By following hand selected local services and retailers, we are able to narrate the story behind a building and a community. This allows the readers to learn more than what may be found on a website or in a brochure.  Neighborhood maps with points of interest are no longer static dots with addresses, as specific nearby amenities: entertainment venues, parks, retail and restaurants are featured to showcase lifestyle. Local businesses offer ongoing incentives, which are passed along to our  followers via Retweets and also categorized as “local” on a list for easy viewing.  We actively listen to our followers and request their input on the list.  Homeowner recommendations and feedback is an important factor in providing real value.  A sense of community is truly built within a community.

Real Estate Agents may follow our local list to gather helpful relocation tips for their clients or gain immediate insight into a particular neighborhood. Looking for the best lunch spots, dinner specials, current events, happy hour specials, a local florist, day spa or dog walker?  It’s all on our local list. Having access to neighborhood content in one spot may also come in handy to create the perfect move-in basket.

Creating a Twitcierge takes time and effort, but it is a great way to add value to your Twitter campaign! How do you add value to your community followers? Share your ideas with us…we’d love to hear them.

Related Articles:

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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New Media — No Comments
9
Jan 10

Hopscotch anyone? How about Foursquare?!

Foursquare is a geosocial networking application that allows users to connect with their friends, update their location, and earn reward points by using mobile devices. The application is a free download and works with the iPhone, android, palm and blackberry (a blackberry app is being introduced next week).  Tech Crunch on Foursquare

Foursquare was built as a mobile device that allows the end-user to explore their city, discover new places and share recommendations with friends, much like a mobile Yelp with Facebook undertones and the gaming qualities of Zynga. When you check-in to a particular place you are able to leave feedback for others, leaving a stream of recommendations, reviews or comments at each location.  People check-in at all kind of places – cafes, bars, restaurants, parks, homes, offices.  Foursquare keeps tabs on who’s the most loyal of all the regulars through a point system. The competitive spirit kicks in and participants are driven to unlock a new badge and move up the ladder to achieve the ultimate reward – becoming the “mayor”. Since so many users have their smart phones connected to Twitter, you often see tweets like, “I just ousted KBurghart as the mayor of Arterra.” If you’ve been to a place more than anyone else, you’ll become “the mayor”… until someone else comes along and steals your title.

Businesses in major cities are utilizing this mobile, social technology to drive traffic to their locations and many are rewarding their customers for the most frequent number of visits by offering a free coffee, happy hour pricing all night and even free hotel stays.

6 Degrees Group has recently put Foursquare into play at several of our new home developments. We believe it is an ideal traffic generator and incentive tool to gain testimonials about a community. Next time you introduce a new floor plan, model, phase or plan a  Broker Preview event, try a promotion connected to Foursquare, gowalla or Yelp and incentify participants to check in and give a testimonial or review.
What are the benefits?

  • Drive REALTOR® Traffic
  • Reward the REALTOR® with Most Frequent Visits/Showings (Check-ins)
  • Word of Mouth Marketing/Buzz
  • Geotagged Advertisements (sent via Twitter)
  • Homeowner, Prospect & Broker Endorsement via social sites (Twitter/Facebook)
  • Homeowner Reward Programs (Mayor of Building)
  • Ability to Learn More About Target Market (Psychographic & Demographic)
  • Unique Opportunity to Listen/Obtain Feedback

What do you think about integrating non-traditional mobile marketing methods into the mix? Do you have any success stories that you’d like to share?

Related Articles:

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality

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