Real estate sections have historically been one of the biggest profit drivers for local news publishers. Although websites like Zillow and Trulia have gained a strong foothold in the real estate market, digital publishers can still generate revenue through real estate advertising when they utilize the right techniques.
To start generating revenue through real estate advertising, you’ll need to launch a real estate section on your publication’s website. Real estate sections tend to be easy to populate with content, as writers can quickly pull together blog posts and feature articles on notable residences and commercial properties that are listed for sale in the area.
To see what a successful real estate section looks like, check out the Toronto Real Estate section on TRNTO. TRNTO’s real estate coverage includes a “Home of the Week” feature, with details about particularly expensive or interesting homes on the market in the Toronto area. Other features, which can similarly be created by combing real estate listing directories, include “Condo of the Week” features and articles about homes that are for sale with specific amenities, like large pools or tennis courts.
Real estate sections are also a great place to publish local neighborhood stories, like articles about new ordinances or other topics that could impact homeowners and home buyers.
With a successful real estate section launched on your website, you’re ready to generate revenue through real estate advertising.
Strategies to Generate Revenue Through Real Estate Advertising
Local publishers can generate revenue through real estate advertising in a few different ways. The most common strategy is display advertising. Using an ad manager, publishers can sell ads directly to real estate agents in their own communities.
Certain ad formats lend themselves to this type of advertising. The best real estate ads are heavier on images than text. The Broadstreet ad manager has its own ad formats for real estate ads. The Real Estate Showcase ad format displays up to three properties and agent information in an individual zone. Broadstreet also offers the Real Estate Gallery, which is an ad format designed specifically for real estate agents selling property. The Real Estate Gallery format displays a real estate company logo, an agent’s name, photo, and has a place for images and details about the listing.
Display advertising isn’t the only way that digital publishers can generate revenue through real estate advertising. Sponsored posts can be incredibly lucrative, as well. Real estate agents will pay a premium to have their own words and images published alongside editorial content.
Publishers should consider charging a premium to create sponsored content for realtors. An in-house marketing team, or editorial team, can create original content based on the listings a real estate agent wants to promote. It should be noted, however, that sponsored content should always be marked clearly with a heading or a special image. Publishing sponsored content that is not marked as such is a major no-no in the media world.
As the real estate section on your website gets more successful, there will come a time when you have more real estate agents wanting to advertising on your website than you have space on a typical webpage. In this scenario, launching a real estate directory is a great solution.
By starting an online directory, publishers give real estate agents a place to post their own listings—for a fee, of course. Think of it like Zillow, but exclusively for locals. Certain directory tools, including Web Publisher PRO’s own Web Directory PRO product, include self-serve portals that publishers can integrate to start selling listings to real estate agents through their websites.
To learn more about what it takes to generate revenue through real estate advertising, and to find out how to launch a real estate directory, reach out to our team at Web Publisher PRO.