VFlyer lets agents track return on marketing dollar
By Bernice Ross
Inman News
Part 2 of 2: Technology for a better business
Tired of having to go to a separate vendor for your fliers, your Web
site marketing and creating unique Web addresses for your listings? If
so, VFlyer.com has a solution to make your business soar.
One of the most difficult aspects of Web 1.0 was how complex it was
to integrate the various Web solutions an agent or broker needed. For
example, you might have your Web site with one provider, your blog
residing at a different provider, and your e-mail newsletter at a third
provider. Web 2.0 solutions are now integrating these separate
functions into a single platform that allows users to easily obtain all
of these services in one place.
Last week's article examined how the Point2 Technology platform
integrates Web site technology with syndication to multiple Web sites.
They also offer a "National Listing Service," a blog, syndication to
other agents, and a new technology platform for using Facebook. All of
this is available at no charge.
VFlyer.com provides a different solution that addresses many of the
same issues. Until now, you would probably use two different suppliers
to publish Web listings online vs. marketing in print media. VFlyer
integrates these two functions plus doing much more.
When you sign up for a VFlyer account, you have the option of
creating a separate Web address, or URL, for each of your listings.
Their system does this automatically. Unlike the Point2 system that
requires you to upload your listings one by one, the VFlyer program
allows its premium users (for a fee) to do bulk uploads.
Like Point2, VFlyer also syndicates to numerous Web sites, including
eBay and MySpace, as well as to blogs such as ActiveRain.com. It also
allows you to import e-mail addresses so you can send the digital
version of your flier to the appropriate members of your database.
To use this function, it's smart to set up subgroups in whatever
system you use for e-mail. Many agents and brokers use Microsoft
Outlook. You can set up a "new group" in Outlook and then simply click
on the names of the members you wish to include. Consequently, you
could have one client who may appear in three different groups. For
example, one person could belong to your past client group, your
current investors, as well as your second-home database. Setting up
subgroups is a smart way to niche market your services.
VFlyer also allows you to create a PDF of your flier and print hard
copies of your brochure. Using a "widget" (a piece of HTML code) you
can add your flier to your Web site or blog. The VFlyer SMS service
("Short Message Service" -- the technology that allows your mobile
phone to display text messages, Web sites, pictures, animations, and
songs) also allows you to create flyers that can be displayed on mobile
phones.
In addition, VFlyer has a simple program that allows you to add
graphics to your brochures. In the past, it required a fair amount of
expertise to add a "Just Listed" banner to your online brochure. This
function is now as easy as "point and click."
Perhaps the most important function that both Point2 and VFlyer
provide, however, is the ability to track results. For years, most
agents and brokers have marketed without tracking the return on their
marketing dollar. Given the shift in today's market, it's important to
make every marketing dollar count. Each of these providers allows you
to see how many unique visitors your Web marketing program is
generating. This is an extremely important tool in terms of obtaining
more correctly priced listings. For example, if you're competing with
two other agents for a listing, show the sellers how many hits your
marketing has generated from Yahoo! Classifieds, Trulia, craigslist,
etc. You can bet that most other agents will be unable to provide that
data.
This is also important in terms of helping sellers achieve maximum
exposure to the marketplace -- and maximum price. When you go on a
listing appointment, sellers want to know how you will market their
home. An easy response is to say, "Your home will be marketed on more
than 30 different Web sites." Twenty of these come from loading the
property into Point2. You can also prepare you "VFlyer" and show them
how both the print and online versions of their listing will appear.
Ask for feedback as well as what changes they would make. When they
start telling you how to change the flier, the listing is yours.