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THE BOTTOM LINE
WA People Who Intend in the next 12 Months to– Buy vacant land OR– Buy an established house OR– Buy a new house OR– Build a new house OR– Buy an established flat / apartment / unit OR– Build an established flat / apartment / unit
= A potential audience of 203,000 (11% of the total WA population)
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THE OLD WAY
BUYERSEYEBALLS
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THE NEW WAY
Peer ReviewsCompetitive alternatives
User – generated content
Recommendations from friends
BUYERS
CONTRIBUTORSEYEBALLS
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PRINCIPLES TO KEEP IN MIND
1. Traffic is everything, and so is Relevancy. …put yourself in the shoes of the customer
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PRINCIPLES TO KEEP IN MIND
Results
2. You are not (always) right. Neither is your designer.
The numbers don’t lie.
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PRINCIPLES TO KEEP IN MIND
3. Different people interact differently. Browser? Questor? Blow-In? Socialite?*
4. Don’t make me think
5. Track your referrers and brand mentions… …and act on trends
* Thanks Matt Balara
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CONTENT ANYWHERE / ANYTIME
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10.25% IS SIGNIFICANT
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BUDGETS + RESOURCING
• Digital media = branding + performance. It’s measurable (if you have someone to measure it).
• If it doesn’t work, change it or pull it offline.• 30% of marketing spend.• Allocate ongoing resources
to your website and SM.