Real Estate software marketing

[scarytruth]

My company has created a real estate software called RealtyPro. It comes with the design of a personalized website, search engine optimization, and a content and contact management software plus free hosting. Can anyone give me any advice on where and how I can market this online? Thanks for you help.

[Duncan Pollock]

It's a good question!
Search Google for "real estate software" (no quotes) and there are 55,800,000 sites listed. Ergo, you have a real challenge in front of you.
Nevertheless, the answer lies in the fundamental principles that effective SEO and SEM are based upon:
1. The right title, the right content, the right in and out links (i.e. relevant ones), and -- all concerns about the Jagger update/upset aside -- a sufficient understanding of why the present Top Ten are where they are.
2. A focus on just what it is that makes your product different from or better/cheaper/simpler/faster than or more complex/advanced/sophisticated than or whatever else it is that applies. In other words, what is your Unique Selling Proposition -- and you'd better have one and know what it is!
3. Identification of exactly who could/should buy your software. When? For what reason(s)? In preference/opposition/competition to what?
4. Identification of which directory-like sites serve the real estate industry with support materials such as software -- and this is a whole lot different group than the innumerable directories that specialize in listing agencies and agents.
5. Systematic and ongoing marketing to such sites (as in paid and unpaid submissions).
6. Perhaps most of all: patience. It ain't gonna happen quick (if only because the dreaded Sandbox is almost certainly going to get you).
And apart from all the above, you'd be well advised to take a decidedly serious look at the argument for using Adwords (and that rather than Overture). Done right, there's no quicker or less expensive way to get a new product off the ground.

Duncan

[scarytruth]

We know we need to optimize the site it’s located on, but I was thinking more about the Forums and News I could release it to. Just to let people know about the software directly. Thanks for the SEO info though.

[ctabuk]

With forums it always pays to do one simple thing - Ask the admins first. 'May I submit this?'

[scarytruth]

Can you tell me what you think about the software? Do you think it would be user friendly for Real Estate Agents? I would love to get some feedback from an Agents point of view. This is the site http://www.realtywebsoftware.com/ Thanks for all your help.

[Duncan Pollock]

Well, two thoughts/reactions for a start:
1. WPW is, in my opinion anyway, far from being an ideal source for promoting the software. You need to add yourself to the several real estate web forums rather than one that's focused on SEO and SEM. Even then, the mods are probably going to frown (and rightly so, in my view) upon any self promotion. Your hope for attracting enquiries will/should depend solely on the signature you incorporate in all your posts.
2. You're not talking small change to most agents. Even the basic package (12 x $149plus = $1800) means a chunk of money that I don't think very many agents are going to readily shell out. After all, if I can be frank, all they'll get is a website and a main dependency upon referrals for leads -- and your claim to probably generate up to 15 leads per day is going to invite some decided scepticism. (And I could go on an on, except that, as I've suggested, WPW isn't the best/right place to do so.)
All told, I think you need to develop a highly focused marketing plan -- based mainly on just how do you connect with Real Estate agencies and agents? -- and you obviously have the staff and gathered experience to do this. But participation in forums has to be way, way down on the list of possibilities.

With all due respect,

Duncan

PS. If you'll forgive me for raining on your parade still further, just look at your competition from Point2agent. If an agent has the right connections, they can get everything for just about a FREE signup.

[MarcieZoob]

I agree with Duncan on the cost of your software. There are very few RE agents that can afford those kinds of fees (or justify those fees). Most likely your market is the start-up agent that does not have a website and does not have a large budget (or income just yet).

This is a highly saturated market so your pricing needs to be competitive (especially when there are FREE RE web tools on SourceForge that do just as much as your software and integrate with MLS).

[ctabuk]

There you have it, great advice from 2 great posters.

[scarytruth]

Thanks for giving me your opinions. Unfortunately I don't control what price we set for the package. That is up to the Owner of my company. I will pass the information along to him to let what other webmasters think about the pricing scale.