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101 Ways to Promote Your Real Estate Web Site

101 Ways to Promote Your Real Estate Web Site

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Published by: anibadola on Apr 08, 2011
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One of the major advantages of e-zine advertising is the lifespan of your ads.
E-zines that are delivered to e-mail addresses are read by the recipient and
sometimes saved for future reference. Many e-zines archive their issues with

Figure 19.3. eZINESearch.com provides a searchable directory of e-zines.

248 101 Ways To Promote Your Real Estate Web Site (realestate.maxpress.com)

the ads intact. Advertisers have received responses to ads that are several months
old! Although specific listings may be sold, these ads still reinforce your ex-
pertise in the real estate industry, provide links to your site, and reinforce
your branding.

When you place an ad in an e-zine, you see it in a relatively short period of
time, perhaps the next day or the next week depending on how often the e-zine
is published. Most traditional magazines close out their ad space months before
the issue is available on the newsstand.
Your ad in an e-zine is also much more likely to be noticed because there are
so few of them. In a traditional magazine, every second page is an ad, whereas
e-zines have a much greater focus on content and far fewer ads.
When your ad appears in an e-zine, your customer is just a click away be-
cause your ad is usually hyperlinked to your Web site. This brings your cus-
tomer that much closer to being able to visit your site to check out your listings
and your great Web site content.
Another advantage of e-zine advertising is that e-zines are often shared with
friends and associates. Most e-zines use viral marketing effectively, encouraging
readers to send a copy to a friend. Your ad might be passed around a number of
times after it first enters the mailbox of the subscriber. You are being charged
for the ad based on the number of e-mail subscribers. Therefore, the extra view-
ers of your ad cost you nothing.
One of the most tangible advantages of e-zine advertising is the relatively
low cost due, in part, to the low overhead for development, production, and
delivery. E-zines need to fill all of their available space. If an e-zine advertising
section has empty spaces, the publisher might be willing to negotiate. Some will
even barter with you—advertising space at a discounted price in exchange for
their e-zine promotion on your Web site.
E-zines provide a very targeted advertising medium. People subscribe to
various real estate-related e-zines because they have a genuine interest in the
topics covered. This provides a major advantage over other advertising medi-
ums. E-zine ads have been shown to have very high response rates due to their
targeted nature.

Because they are distributed via the Internet, e-zines reach a far wider audi-
ence geographically than most traditional magazines. It is not uncommon for
an e-zine to have subscribers from all around the world.
There are thousands of e-zines out there related to the real estate industry.
Most e-zines have thousands of subscribers. When you couple the low cost to
advertise in these e-zines and the many e-zines that might reach your target
market, it is no wonder many real estate companies are allocating more and
more of their advertising budgets to online activities.

Increasing Traffic through Online Publications 249

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