Commercial Agents – Tips for Advertising Commercial Property on the Internet

When it comes to advertising your commercial property listing on the Internet, the strategy you adopt is really important given that many other properties will be similarly listed in the same general location or suburb. In other words each listed property has to be individually optimised for the internet advertising process. If you want enquiry from your marketing efforts on the internet, then you have no choice.

The Internet is one of the most convenient and effective ways to advertise commercial and retail property today. It is cost effective and conveniently accessed by the people looking to buy or lease property. Just about every property that is available for sale or lease will be placed on the Internet, so you have some competition to handle and position against.

In any given suburbs and for any property type you are likely to have 50 or more properties competing against you as the salesperson or property owner promoting the property; sometimes (and in the case of CBD or capital city property) this number is even more difficult.

The numbers can be stacked against you as the marketer of property. This is where the expertise and experience of the commercial agent becomes crucial to the marketing and promotion process.

Today you can simply not advertise the property and hope that the results will come in the door or a cross the telephone. You need to think about the Internet Marketing process as it applies to the particular property listing and then you need to apply particular processes and strategies.

Here are some ideas to help you:

  • List your property on industry based websites that are well accepted and proven promoters of commercial property. Get some statistics from each of the website portals to understand their positioning and results on the search engines.
  • Design the adverts for the property around the relevant features, improvements, and location. To achieve this, you really do need to understand the target market that will be attracted to the property. The advertising needs to be appointed to the target market in a way in which interest can be optimised.
  • Use keywords within the property advertisement that are used currently in accessing properties through the search engines. You can do a keyword search with most of the search engines to understand the types of enquiries that are being made currently.
  • You can pay for priority placement in some of the search engines and commercial property website portals. This comes at a premium but is very relevant for quality properties.
  • Send out emails to your database and prospects, with links to the particular property advert on the internet. There are some good software packages available that do this very well. Track the opens and the hits on the email.
  • Break the advert down into simple form and presentation. Dot points that feature the attractive aspects of the property should be used in preference to the long and drawn-out sentences that we have seen in the past.
  • They say a picture is worth 1000 words. When it comes to property advertising, the observation is relevant and a real. As part of your marketing campaign, get some professionally prepared photographs of the property taken at the best times of day. One or two photographs should appear at the top of your advertising.
  • Develop a caption to place consistently across all the advertising material. The caption should be relevant to the target market and attract interest.
  • Make it easy for people to contact you to make further enquiries. It is questionable whether the address of the property should be placed on the advertisement. This can sometimes lead to lost enquiry not reaching the agency. In simple terms you want people to ring you. When they make contact, you can optimise the enquiry and qualify the inspection.
  • The method of marketing and advertising on the Internet should be optimised for the first three or four weeks of the advertising campaign. It is a proven fact that most enquiry with most property types come to you during this period. It is also a known fact that most people tend to review properties listed on the Internet between the days of Wednesday and Saturday in each week. If you track your website hits, you will likely see that this is a proven fact.
  • Every property listed on the Internet should have the page hits tracked from the start of the campaign. In this way you will know how a particular property is comparing to others that you have listed. If you cannot see reasonable improvement in Internet hits from the start of the campaign, then you should review the advertising for different wordage and placement.

As a permanent and long-term strategy for your personal Internet profile, it is best that you write industry based articles about your property type specialty and location, and then place them on a personal blog. Providing you adopt this strategy regularly, you will find that the personal profile of your name and property specialty will improve. This will have benefits across all the search engines and potentially lift the levels of enquiry you get from the Internet.

iPhone Delivers Bling – iPod Touch Delivers Bang For App Economy

iPhone gets all the attention and the lion share of the paid app economy according to industry observers. However, it is the iPod Touch that is the workhorse in delivering the sheer numbers that drive the 2 billion+ app downloads. For marketers seeking to extend their brand targeting a teen-male-fashion-gadgets-social audience in the app economy, iPod Touch users represent the primary sweet spot.

Let’s take a step back for a moment and get the lay of the unit volume land. iPod Touch represents approx. 40% (22.3M*) of the global OSX installed base as of Q3 2009. In particular, iPod Touch has played particularly well in North America and the UK and proportionally continues to represent a larger install base than the global figures and coincidentally come in at the same level; approx. 46% (15.5M) and 46% (1.9M) of these respective markets.

Note: Apple does not release iPod Touch global or regional figures. However based on certain publicly available resources it is possible to reasonably estimate.

The rise in downloads continues to scale with the latest figures coming in at 10.5 million apps per day. But here is the real kicker. For every 1 app downloaded by an iPhone user; 1.8 apps are downloaded by an iPod Touch user, according to Admob. Almost double. This translates to iPod Touch consuming 54% (146M) of all apps globally and 12M in the UK in the month of September 2009. Given that iPhone volume is accelerating and iPod Touch is expected to grow within a stagnant overall iPod market, a crossover point is expected later this year. Nonetheless, the iPod Touch segment remains a key demographic versus the flash of its twin brother.

As a target audience how are iPod Touch users uniquely defined versus iPhone users? According to comScore and Flurry Analytics they have;

Lots of teen angst. 69% are between 13-24 years and are primarily characterized as teen centric

Less cash. Only 66% have at least 25K annual income

Zeal for fashion and gadgets. More likely to be in the market for mobile, clothes, TV’s and other consumer electronics

Voraciously share their lives. Made up of heavy MySpace, Facebook and SMS users

Of course, one thing both devices have in common is machismo, depending on which industry report you read they are 65-70%+ male.

Here is the slap in the face. iPod Touch users have an insatiable appetite to download the latest shiny new thing; however the tendency is to use it once and chuck it. According to Pinch Media, only 20-30% of users return after first use. Laughably this plummets to approx. 1% of users that continue with the product after 70-90 days. Indeed, Flurry with a much larger sample indicates that in North American and the UK the retention level is 12%. They define this as someone who has downloaded an app at some point in the past and has used the app in the past seven (7) days. Neither Pinch or Flurry break it down by device type, however given the trigger happy nature of iPod Touch users, I would suggest they bear the brunt of the responsibility for these types of stats popping up.

So, if you are a marketer wanting to target this teen-male-fashion-gadgets-social audience, what to do. I would suggest you either create a super engaging app or explicitly design a throw-away app. Don’t bother with the in-between. The app type should factor into your decision-making process as according to Flurry, categories like music, health & fitness and news tend have higher retention levels. In contrast categories like lifestyle and predictably entertainment have lower levels.

Often the best marketing is simply embracing user behaviour and not trying to get all fancy pants on your target market. Design for “use once & dump”, deliver a great one-off “pop” of utility that reinforces the brand. The bonus here is likely to be a faster and cheaper rollout based on a simpler concept realization process.

In contrast, the engaging app needs to deliver a well crafted experience in terms of content, design and go-to market elements. Part of that experience is the integration of social capabilities to appeal to that voracious sharing need mentioned earlier. The result is, hopefully, durability and traction over the long-term with your audience. Indeed, one might argue the reason why users download and use once is the large number of lame home-grown apps.

There you have it. Build a super engaging app or explicitly design a throw-away app.

10 iPhone Apps For Fashionistas

#1 Lookz – $59.00

This app includes video tutorials, and up-to-date cosmetic advice from some of the web’s most famous make-up experts. Learn tricks of the trade, gossip and news on the latest trends. Lookz helps you obtain new skills and techniques anywhere.

#2 Chanel – Free

Get news, photos, videos, and product information from one of the biggest leaders in fashion. With this app, you can watch fashion shows and see the latest offerings from Coco Chanel.

#3 Fashion Sense – $.99

Fashion Sense is a simple application that will teach you how to dress for the shape of your body using the same time tested rules celebrity stylists. You will be provided expert advice on the nine classic wardrobe pieces every woman should own.

#4 Style.com – Free

Style.com has tailored its web site content, including fashion show photos, Style File blogs, reviews, couture shows and video feeds, to take full advantage of the features of iPhone and iPod Touch. With this app, you have the latest news for style trends at your fingertips.

#5 Pocket Closet – $.99

The Pocket Closet was designed for the obsessive compulsive fashionista. How would you like to document and catalog your clothing, shoes and accessories by going through your closet and taking pictures of your clothes with your phone, then add them into categories to your fashion database? You’ll never wear the same outfit twice!

#6 Seventeen’s Fashion Finder – Free

Seventeen’s iPhone app lets teen girls shop for a range of items and styles on their phones and even locate and reserve apparel at their local stores. The Fashion Finder app uses a database to query nearby stores about the actual availability of an item in specific sizes and colors.

#7 Mardo Fashion Quiz – $1.99

Think you are the Ultimate Fashionista? Test your style knowledge with Lady Mardo’s Ultimate Fashion Trivia on your iPhone or iPod. With Questions from over 10 genres of the fashion industry, this iPhone trivia game is fun for anyone who has an interest in Fashion.

#8 Net-a-Porter – Free

If price is no concern in your fashion budget, get the Net-a-Porter.com app. The high-end online fashion retailer, allows shoppers to buy couture dresses, shoes, and other luxury goods from their cell phones. There is simply no reason to be bound to your computer in order to buy $1,000 shoes or $8,000 gowns.

#9 Fashion Idea Generator – $.99

Fashion designers, are you looking for a muse? The next time you’re experiencing “designer block”, bring this app up and shake: it’ll randomly provide you with three fashion keywords, like color, fabric, and technique. “Hot Pink” + “Bias Cut” + “Trench Coat”? Perfect.

#10 Cool Guy – Free

Finally, there is something for the metro sexual men. The Cool Guy app will help fashion-conscious guys categorize their closet, create new outfits, remember to shop for new stuff, and pack for trips. This app also lets men share their outfits with friends (or girlfriends) in order to get “fashion consultant” feedback.