It’s the natural evolution of a marketplace to start putting all the hot features into a single unit (iPhone, anyone?) It sells like gangbusters. But, what gets left behind?
As pointed out over on the HomeGain blog, companies like HomeGain, Active Rain, Trulia, and Zillow are aggressively maneuvering to be the one-stop shop for online real estate marketing.
A single company could conceivably provide you all the tools: website, seo, blog platform, email system, advertising, etc.
Here’s the thing… just because you have the tools does not mean you have a marketable business. And where’s the strategy?
At it’s highest level marketing is your brand, your unique selling proposition, your competitive advantages, your business identity, your relationships, your market vision.
Got that in a box?
Some folks say that a one-stop solution will help agents cut through the confusion of online marketing. Cutting through the confusion is good. Selling them a box of tools with no education as to how to how to effectively use them… bad.
What do you think of this direction?
{ 5 comments… read them below or add one }
Once again Mark you hit it out of the park.
All the tools and tactics don’t make much difference if they aren’t used. Or better still, they should be used with strategic planning in place.
I think the variety of free tools available to businesses today is awesome. As long as the businesses don’t forget that the time to plan for tool use and actually use the tools isn’t always free.
@G. Dewald – thank you.
what gets me about this is that the same agents who are confused by all this interweb and marketing stuff will more than likely be led to think, “oh, this packaged marketing is the solution. i get this and all will be right in the world.” what happens when it doesn’t work as envisioned… or as promised?
they feel burnt by the vendor, by their career choice, by marketing, or by business in general. nobody wins in the long run… well, maybe those that lined their pockets along the way.
Hey Mark,
I think using only one of these sites would be fine if it is where all consumers went to…but that won’t happen. As far as one site offering all of the tools we need, I don’t really see that happening either, there is just too much and then we don’t use it the right way like you mention.
Totally agree. Very few would utilize all of the features.
@Stephanie Edwards-Musa – thanks for joining the discussion.
and yeah, one site being able to supply all you need… don’t see it happening. especially when an agent’s needs can encompass so many different things. i keep saying, just because you’re in the same industry does not mean you have the same business. one size doesn’t fit all.
off topic: folks, check out Stephanie’s blog. some wonderful niche content she has going on over there.
Mark, so true. Especially in niche marketing…the one size doesn’t fit all.
Thanks for the Kudos.