Niche Networks and Marketing Real Estate
by phil h
Roomster is a social network for people looking for roommates, apartment rentals or sublets. Geared largely towards the college-crowd, the site allows you to create a unique profile and seeks to match you with roommates based on what kind of apartment you’re looking for, by geographic proximity and even by astrological (Zodiac) sign. Quirky, but appropriate given the audience it’s chasing.
I’ve written about social networks a lot lately (see Marketing Real Estate on Facebook). So much so, that you may be sick of hearing me rabbit on and on about them.
But I genuinely believe that the move towards community online is a hallmark of Web 2.0 and will be the direction that most websites will take in the future. If you’re not thinking about communities and how to engage them online, you’re dead in the water – especially in marketing.
Niche networks, like Roomster, are a way to connect like-minded consumers. Ultimately, if you’re the one to make the connection, you’ll be the one who benefits from the relationships.
Creating them these days is easier than ever. Sites like Ning (see Create Your Own Web 2.0 Site with Ning) or PeopleAggregator allow you to do this quickly and easily within their ecosystems – and open source projects like Elgg allow you to take it away and create a space on your own URL.
A perfect application here would be in condos. Condo marketers are among the more creative when it comes to real estate marketing. They’ve already perfected the art of selling lifestyle, starting with the catching single word name; Vertigo, Civic, Cosmo, Verge. (Sometimes I wonder if they just flip through the dictionary and randomly pick a word…)
Flashy web sites are old hat with this crowd, as is video – though, there are still some that are pushing the limits of those mediums (see Sitcom Used to Sell Condos).
Niche networks are a logical next step. A condo development could create a community that included all owners of pre-sold units – neighbors could meet neighbors, before the project is even built.
The same could be said for home builders, who are building out plats and creating subdivisions. Create a community of interested home buyers. And by engaging the community early on, the community could help shape the new neighborhood.
Or, a real estate broker could create or sponsor a niche network of home investors based in a particular city. Or a one geared to first time home buyers. Give them the tools they need and a community is born.
Niche networks allow consumers to interact and develop a relationship with a brand; whether it’s a condo, builder or broker, in a non-intrusive and trusted manner. It’s a soft sell approach, that if executed properly – could build loyalty for many years to come.
19 Comment(s)
7 Trackback(s)
- From Foreclosed Homes Articles | Jun 11, 2007
- From Real Estate 2.0 | Jun 13, 2007
- From Real Estate 2.0 | Jun 13, 2007
- From urbnlivn - A Seattle condo new construction real estate blog » FoREM on Niche Marketing | Jun 12, 2007
- From Against the Grain Real Estate Blog » Blog Archive » This is getting odd. - MA, RI, CT, NY Flat Fee MLS Listing Service | Jun 12, 2007
- From Recent Posts, CondoBlogs.com #1 Real Estate Blog Directory for Condos | Jun 13, 2007
- From Know Your Neighbors, Then Tell the World How Bad They Are | Future of Real Estate Marketing Blog | Jun 21, 2007
Steven Groves | Jun 12, 2007 | Reply
Great observatio Joel. One of the effects I see of social media and real estate is that it will narrow the niches a real estate professional can / should focus on.
I’ve used Ning to develop an agnet-only portal for a client and it’s reaping some great results. People are talking to other people and information being easily distributed. Works great…
Steven Groves | Jun 12, 2007 | Reply
geez – I wish the comments on these blogs had a spell checker
Drew Meyers | Jun 12, 2007 | Reply
I love this idea — “A condo development could create a community that included all owners of pre-sold units – neighbors could meet neighbors, before the project is even built.”
If I was buying a condo, that would be awesome & I would definitely join the community if I knew about it.
Michael | Jun 12, 2007 | Reply
Joel,
OK..so I’m playing in my little ning sandbox, trying to build a little tiny castle and I can’t get a calendar as cool as yours. What script did you use for that? Ning doesn’t have an event calendar widget and yours works better than plugging in a google widget.
Can you share a link to the widget for your event calendar?
Andrew | Jun 12, 2007 | Reply
Not sure what’s going on but you and Pat of Transparent Re are going to like what we will be releasing in a couple of months. Very strange how this is being discussed now because a few months ago our upcoming platform would have been before its time. Now it could be right on time. hmm.
havensofmanhattan | Jun 13, 2007 | Reply
I think you’re right on with this post Joel. I’m 23 and I can already see the difference in how I use the web versus my younger siblings. They’ve grown up with social networking sites and their view of the web and its uses are shaped by that fact.
Lucas Lechuga | Jun 13, 2007 | Reply
I’m definitely a firm believer in what you said here. Buyers come from all different walks of life and would love to interact with others who share common goals, beliefs, hobbies etc. It’s just a matter of spreading the word to make everyone aware of the various social networking sites that provide such an outlet for buyers and sellers with common interests. I think most people still think of Facebook and other social networking sites as a place for teenagers and recent college grads to catch up on gossip. This is slowly changing however.
John Schroeder | Jun 19, 2007 | Reply
Does anyone have any experience with hosting a forum on one of their real estate niche related blogs? I am considering this add on to one of my blogs but would like to hear from people who have been there and done that.
webmaster | Jul 2, 2007 | Reply
Mark realters offers specialised service in office rental, residential rental and sale / purchase of properties in NCR & also provides the best in the properties for rent including apartments, bungalows, showrooms
webmaster | Jul 2, 2007 | Reply
Kargil Realtors offers deals on noida properties including residential flats, bungalows, commercial plots, office rentals and residential plots & sale and purchase and renting of residential and commercial properties of all categories.
webmaster | Jul 3, 2007 | Reply
Yash Realtors offers deals on gurgaon, noida and delhi properties including residential flats, bungalows, commercial plots, office rentals and residential plots, better service, investments, deal in Real Estate.
webmaster | Jul 3, 2007 | Reply
NCR Real estate agent offers deals on gurgaon, noida and delhi properties including residential flats, bungalows, commercial plots, office rentals and residential plots & other is original booking of builders projects.
webmaster | Jul 3, 2007 | Reply
gurgoan properties
webmaster | Jul 3, 2007 | Reply
Gurgaon property dealers offering gurgaon properties : gurgaon commercial properties, gurgaon residential properties, gurgaon
rented properties, gurgaon industrial properties, gurgaon institutional properties, gurgaon commercial properties
webmaster | Jul 6, 2007 | Reply
ncr properties, ncr real estate, real estate consultants, ncr residential plots, ncr residential bungalows, ncr residential apartments, ncr commercial properties, ncr commercial offices, ncr commercial offices, ncr industrial properties, ncr rented properties, ncr properties dealer, ncr properties agents, ncr properties agency, ncr properties consultants.
craig cameron | Aug 7, 2007 | Reply
I agree 100% with you on this one. We’ve built a platform that enables the very things you talk about but we take it a few steps further by connecting all these communities in their own cities but still keeping them separate. Check out OnMyCity.com
narender | Nov 11, 2008 | Reply
SubhSantosh is one of the largest Real Estate Consultancy companies in India. Real Estate builders in India are currently involved in residential, commercial, and retail real estate development and investments across Gurgaon, Delhi NCR, and many other cities in India.
narender | Nov 12, 2008 | Reply
We are one of the leading groups in the vibrant real estate sector in India .We bring to you Integrated Real Estate Services. It offers indian golf properties, golf properties in india, golf properties land.
Sumangalam Propmart | Feb 7, 2009 | Reply
Sumangalam Propmart is a ISO 9001:2000 certified real estate consultancy organization with extensive resources and ability to offer personalized professional services in India. Our professionalism is hallmarked by quality, innovation and effectiveness, while delivered with enthusiasm and determination. Empowered with the cutting edge knowledge of trade trends and practices, our deals have inculcated confidence and genuine satisfaction amongst the real estate buyers.