HOUSINGNEWS REPORT
TRIGGERING REAL ESTATE LEADS WITH INTERACTIVE NEIGHBORHOOD DATA
Another key type of content we use in our newsletters is an interactive article. There is special technology associated with it. What this is about is how do you build your pipeline so that eventually people come out of your pipeline and become clients? I started a previous company called BizActions which was sold to Thomson Reuters in 2012. From 2012 I really got into HomeActions wanting to build it up. We think we are the largest in the real estate space delivering about 3.5 million newsletters every two weeks on behalf of our 5,000 Realtor clients. We help those clients put together their database. We learned you can’t have content marketing without a database. We de-dupe it and cleanse it to make sure the email addresses are as clean as possible. 2. How is HomeActions utilizing ATTOM Data Solutions? Our interactive articles are what uses ATTOM data. It’s basically a know-your- neighborhood type of article. Or if you are looking for real estate, check out the neighborhood first. When they “Our interactive articles are what uses ATTOM data. It’s basically a know-your- neighborhood type of article. Or if you are looking for real estate, check out the neighborhood first. When they click that article, we provide some content about why this information is important. Then we ask for their name and phone number.”
click that article, we provide some content about why this information is important. Then we ask for their name and phone number. We ask “why are you interested in this content?”. You wouldn’t think people would answer that but they do. These are purpose questions, and there are six purpose questions. They check off the ones that apply. When they hit submit, we then go to ATTOM’s servers and grab that property and we deliver a URL to them that gives them all the property and neighborhood information. We’ve kept certain things in and kept certain things out. We don’t include crime statistics. We used to include AVM (Automated Valuation Model) in there but we took that out and we made AVM a separate article. Some Realtors like the AVM component because if someone is looking for the value of a property that is a heck of lead. We then deliver that neighborhood data to the client. And they are always happy about. They often check it for
several properties. Then we send it over to the Realtor with the reason why they are looking for the information. Mr. Smith is looking to buy a house. That’s a heck of a warm lead. 3. How is the marketplace responding to HomeActions products/services? Realtors are happy with having that type of local information. I would say that it has gone over well with the Realtors. We kept on getting more and more interest in this information … and how we managed the information. We figured out a way to take your data and make it work in a lead generation environment. We just came out with a new feature where you can add advertisements to your newsletter and there is a shared revenue component so you can share the revenue from that. We do all the work. We are sending out about 7 million newsletters every month. Let’s build the template of our
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JUNE 2018 | ATTOM DATA SOLUTIONS
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