Continuing our series of posts about real estate and homebuilder online advertising and marketing fundamentals for 2010, this week we’ll discuss why and how to integrate your website listings content with 3rd Party Online Referral websites, such as NewHomeSource.com, Trulia.com, or Move.com—automatically—ensuring your listings on these websites are current and accurate, without having to manage the data manually.
An XML feed is a simple way to share your listing information with other websites. An XML feed allows you to publish as frequently as you need to, and modify the relevant fields (price, availability, square footage, etc) as often as you need to. In order to help provide their users with relevant content, the referral websites will allow you to link your feeds to them, thus propagating your offerings further and creating more frequency and exposure for your listings.
WHY should you share your listings with these websites?
- They have a Captive Audience: Homebuyers in the Market, Ready to Buy
- Most are FREE, or are very cost-effective
- Realtor.com is the most utilized real estate website with a 6.7% share of the market (2009)
- RealEstate.Yahoo.com, NewHomeSource.com, Move.com, and Trulia.com all have considerable market share as well
HOW do you share your listings with these websites?
By setting up an XML feed from your website to the 3rd party vendors of your choice. Your website or technology partner can help you organize your listing data into a standardized set so that your information is always represented accurately. This requires that your information utilize the correct fields and structures, as well as content tags. While the intricate details can be complex, the big concept is that you’re making sure your information is set up so that it can be shared effectively with the people who are looking for it—web-savvy homebuyers who are searching for your new homes.
Next week, we’ll discuss Banner Advertising and its role in your Online Advertising and Search Engine Marketing plans.
