Big Data, Going Small & The New Brokerage

Real Estate Broker/Owner with Realty Executives Elite Homes

I have been in the online field since its infancy in the early 90's and I remember a day when we call clamored for the latest and greatest technology and the iphone was only a vision, sort of something you would see in a Star Trek episode and the marketing funnel was a huge open pit where we dumped every lead and we used the shot gun approach to qualify a lead and convert it.

Now we have this thing called "Big Data"  where every key stroke is basically recorded every phone number, email address and social profile is merged and we can get a complete picture of what that lead or consumers online viewing habits I myself just released a new feature on my site that will actually track a visitor when they come to my web site and alert me as to when they come back and what they are doing viewing history and habits I am actually mining my own data many brokerages are still getting used to the idea of database mining and are kind of just throwing spaghetti at the wall to see what sticks, this approach may not be the most optimal way to spend marketing dollars any longer.

The hyper local approach combined with the targeted smaller consumer vision in mind is more likely to reap better results these days so when a lead does come to your site you start learning about that person what their wants and needs are what they are looking at how much can they afford it is better to learn about your prospect before you engage them and engaging them is what I mean by going small.

Your not going to engage every single person that comes to your website your going to pick and choose the leads/viewers that are ready to be engaged you heard the term "The right time the right place" well that is applicable to Real Estate Marketing as well, you have to get your lead at the right time the right place say the right thing and give them the answers and value that they are looking for and then you will have a better chance of converting them.

The more nimble real estate firms understand this, they are very aggressive on social media and driving viewers to their online assets and steering them away from the zillows and trulias of the world and the leads with the click of a mouse can contact an agent 24/7 anywhere anyplace right away, my brokerage (Realty Executives Elite Homes) is the first office in the Northern NJ area to use technology like text to view and re-taregting marketing and social this is how we advance our brand and our value and our marketing budget is probably 60% less if what the other 3 companies in town are doing, they are still doing the typical print ad with sub par creative and no call to action with the brokers photo of a dog or something like that very old school 1980's type of marketing.

We do print as well but our office has a Creative Department which actually designs our material and we tie it in with technology with out Text to Virtual tour model so viewers can actually get a virtual tour of the property on their hand held device and the agent will get the leads conact info instantly check it out is the video below.


If you have any questions please feel free to contact me at


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Tony and Suzanne Marriott, Associate Brokers
Haven Express @ Keller Williams Arizona Realty - Scottsdale, AZ
Serving Scottsdale, Phoenix and Maricopa County AZ

Thanks Matthew DeFede for a well written and easy to read blog post about data mining and the importance of coordinating print marketing with "Text to Virtual Tour" technology.  Very interesting - looking forward to reading more excellent posts from you on other topics in the future - so are now "following" you!

May 02, 2016 06:16 AM #1
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Matthew DeFede

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