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Category Archives: Lead Acquisition

Buyer and Seller Pain Points in 2018

by Drew Meyers on 9:30 am January 4, 2018

How do you reach and acquire clients in 2018? Start with answering what actual “pain points” (aka problems) buyers and sellers have? Buyer: Getting placed on (irrelevant and non personalized) drip email campaigns — meaning they don’t ever contact agents early on to ask them questions Buyer: Too many listings to sort through (depending on geography, and the price bands they are searching for) Buyer: Lack of housing inventory (the opposite of the point above) Buyer: Not earning enough income to afford what they want Buyer: … Read More »

Zillow’s House Tour Highlights, and Winning the Consumer

by Drew Meyers on 10:00 am December 22, 2017

I’ve long thought brokerages (or franchises) should place a manually created CMA on every listing in their “farm”. Publicly. Read this post from 2015 about a public marketplace for CMAs. You may have seen Zillow is testing “Home Tour Highlights” (Inman story). This is the first step to doing exactly that. Once ZG get agents leaving comments on listings they’ve visited in person — it wouldn’t be a stretch to imagine ZG asking agents to leave public CMAs on those same properties. Smart, Zillow. Smart… Here’s the industry … Read More »

A Virtual Reality Theatre in Minneapolis

by Drew Meyers on 12:00 pm December 17, 2017

Real estate offices used to be a necessity. Why? Buyers needed somewhere to look at MLS photo books with active listings. MLS books, of course, have been replaced by the internet, Zillow, and thousands of IDX sites in every market. No one needs to go to a real estate office to look at listings anymore. Where does that leave real estate offices? How do you make them relevant again? Create an EXPERIENCE. That’s what Engel & Völkers in Minneapolis did by building a virtual reality theatre. I had … Read More »

A First Hand Perspective on BoomTown

by Drew Meyers on 12:29 pm October 31, 2017

What website platform should you use in 2017? One option is BoomTown. I had a chance to ask Tom Lipinski in Macomb County (a former client while I worked at Virtual Results) his thoughts on his time with BoomTown as his online marketing partner (website + SEM). He runs a Keller Williams team. How long have you been with BoomTown, and why did you choose them over their competitors? Almost 4 years. I did not compare them to any other product. I heard about Boom Town … Read More »

Homelight Gets Another $40 Million in Funding

by Drew Meyers on 3:08 pm August 15, 2017

$40 million in fresh funding is an indicator the HomeLight tv ads I wrote about earlier this year were an indicator something is working. I’d be curious to know what their cost of customer acquisition is for the big 500% growth number cited in the TechCrunch article. If anyone has any intel to share, I’d love to hear it (privately or publicly in the comments). If you’re an agent or broker who receives leads from HomeLight, would love to know if they are high quality with … Read More »

myAVM for Millennials

by Drew Meyers on 9:00 am August 2, 2017

Onboard Informatics has been working on a new AVM brand that was announced today — myAVM. My question is the same one I have about RealEstate.com — do millennials really need their own AVM? I get that brokerages and agent want to integrate a white label AVM on their own websites — but if that’s the case, why bother with a “consumer brand” like myavm? Or, perhaps I’m not understanding something about the product and strategy behind it.

ERA Express Sell…

by Drew Meyers on 9:45 am July 19, 2017

Looks like brokerages/franchises are going down the instant offers path in order to help their agents win more listings (as I guessed). ERA is joining the mix (Inman coverage here) that includes Zillow, Redfin, Opendoor, Easyknock, and OfferPad (and others). PS: I found the following video from September of 2016, so this concept has been in the works for a long time.

Amazon and Real Estate

by Drew Meyers on 6:10 pm July 12, 2017

Amazon supposedly has their sights on real estate (via HousingWire). From a brand perspective, how far away is Amazon from being thought of as the “place to go to find a local contractor”? Really far. How far away are they from being thought of as the “place to find a service professional” (used once every 7 years)? Really really really damn far. How about we call this what it is? A small test. A shiny object the press wants to talk about with the recent … Read More »

Why Don’t Agent/Brokers Release Their Own Instant Offers?

by Drew Meyers on 10:27 am June 2, 2017

Rob got me thinking… while Zillow is the #1 website in the real estate category, I’m willing to bet that most consumers don’t start searching there. I think they start searching on Google and go from there. So… say it with me: Google Instant Offer. You can already book hotel rooms and airline flights directly from Google. Why not solicit an offer on your house right from Google? The pitch from Zillow as to why this is industry friendly is that it will help drive … Read More »

My Favorite Topic – Trust

by Drew Meyers on 9:30 am April 5, 2017

Trust is the topic I think about more than any other. It’s the entire basis of Horizon. If we don’t solve trust in the context of home sharing and hospitality exchange, we fail. Seth Godin wrote on the topic recently, saying: The thing is, almost no one decides the answer to the trustworthy question based on the fine print, your policies, your positions on critical issues of national importance. We decide long, long before that. People watch what you do. They watch with the sound … Read More »

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