Marketplace: Real Estate
Marketplace: Real Estate
What People Said
When people make important life decisions, new needs always arise.
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Starting a career: At any given time a third of the Austin adult population plans to
look for a new job, new home or new vehicle.
Purchasing a home or car: Those who intend to purchase a new vehicle spend an
average of 6 months in the purchase funnel, while home searches take an average
of 3 months.
New life stages trigger consumer needs.
In our ongoing effort to learn more about advertisers and readers and meet the needs
of these life decisions, we solicited feedback from our readers. One of the important
pieces of feedback is that readers are passionate about content.
When asked about content:
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68% of Sunday Statesman readers said they would spend more time with the
paper if it had more content
61% said they would be more satisfied with more pages and a bigger newspaper.
Source: Scarborough R2 2012
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Marketplace: Real Estate
What People Said
After reviewing reader habits and feedback regarding content, we specifically asked about our current three
section approach around Automotive, Real Estate, and Jobs, and what they would think about a combined
section, that we call Marketplace.
The Statesman surveyed 400 people about the new Marketplace:
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Over half the respondents prefer the new Marketplace concept and
over a third had no preference, resulting in over 85% of respondents
are open to or prefer the idea of Marketplace.
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Specifically regarding Sunday, almost 40% of respondents preferred the
combined section and 36% had no preference.
When asked about combining sections to create a robust section,
they offered the following verbatim feedback:
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Less sections to go through
The fewer sections the better
One stop shopping
Save paper
Even if I weren’t looking for a home or car, I would notice the content
as it would be in one section, other content might catch my eye
Good thing if it saves money and maintains or expands scope and
depth of content
Less clutter
Follows the concept of a “marketplace”
Prefer one substantial section as opposed to two thin sections
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Marketplace: Automotive
Marketplace: What is it?
Marketplace, a new three-day section and robust online platform, is the solution destination for
advertisers and shoppers alike. Marketplace is Austin’s new resource, whether in the market for a
car, home or a new job. It will also include classified listings, offering readers a truly
comprehensive Marketplace.
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Friday: Focuses on automotive, including aftermarket offerings.
Features nonstandard vehicles for sale, such as ATVs, RVs and
motorcycles. Also includes Classifieds.
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Saturday: Includes Cars, Homes and Classifieds. The Cars
Marketplace includes new vehicles and their reviews, as well as
dealership news and the Car Talk column. The Homes Marketplace
takes a comprehensive look at the Central Texas real estate
market, from new construction to re-emerging neighborhoods and
decorating and renovations.
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Sunday: The largest of the three days, delivering Employment,
Cars, Homes and Classifieds. The focus of the Employment
Marketplace is on job searches and success stories.
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Marketplace: Real Estate
Benefits of Partnership Advertising
Over the past six months, the Statesman has built up its real estate offerings, from custom content
to unique ad positions online and targeting opportunities. It isn’t all ads, and it’s not all content,
but an information resource for our savvy readers, and a successful Marketplace for all of our real
estate advertisers.
It’s All About You:
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Custom Content: An editorial team dedicated to developing real estate-specific content that
uses local real estate experts, like you, as sources. Features have updated photo spreads,
allowing you to showcase your company.
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In-depth Research: We are dedicated to continuously getting feedback from consumers and
retailers to continue to drive revenue and traffic for you.
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Austin+: Brings your ads to life using augmented reality, an emerging technology, which
provides our audience with a wealth of rich video content and advertisers a platform for
consumers.
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Marketplace: Jobs
Launch Marketing around Marketplace
The Statesman promote Marketplace February-June 2013:
Marketing
External: Mobile and Online Ad Campaign, Radio, Billboards, SEM
Print: Austin American Statesman, REAL magazine, Austin360, Sticky Note, A1 Teasers
Online: Statesman.com ROS, Wallpaper, Sliding Billboard, Splash Page
POS: Rack and Pile Hangers
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Marketplace: Real Estate
Digital Marketplace
Statesman Home Page
Marketplace Home Page
SOLD
http://www.statesman.com/s/marketplace/
SOLD
Featured Content on Marketplace home page – week long feature
included with Featured Home Silver Package
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Marketplace: Real Estate
Digital Marketplace
Real Estate Home Page
Available
Real Estate Custom Content
728x90 and 300x250
ad units: Available,
based on impressions,
$15 CPM
Week long video
promotion
included with
Featured
Development/
Home Gold
Package
Featured Agent
Included with
Premier Enhanced
Broker Package –
also includes
enhanced listings
for entire office $21,000 for year
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Marketplace: Real Estate
Digital Marketplace
Business Card Featured
Agents – only available with
Broker or Agent Enhanced
listings packages - $100 per
month (18 available, 25k
impressions/month average)
Week long video
promotion
included with
Featured
Development/
Home Gold
Package
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Real Estate Advertising
Enhance your listings on
Statesman.com: Brokers
When a buyer is searching for homes on the #1 local
media site in Central Texas, Statesman.com, all Broker
Enhanced Listings:
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Receive priority placement by consumer search
parameters
Feature unlimited photos vs. only 5
Additional ways for people to contact the Broker or
Agents directly:
• Lead generation
• Display phone # (click to call)
• Display Broker logo
• Link back to Broker or Agent’s site
• Link to populate all Broker’s listings within site
• Email designated contact directly
• Display Agent’s photo
• Social Media interaction
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Real Estate Advertising
Enhanced Broker Listings: Click-Through
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Real Estate Advertising
Enhance your listings on
Statesman.com: Agents
When a buyer searches for homes on the #1
local media site in Central Texas,
Statesman.com, enhanced listings:
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Receive priority placement by consumer
search parameters
Feature unlimited photos vs. only 5
Additional ways for Agents to capture leads:
• Display phone # (click to call)
• Link back to Agent’s site
• Email Agent directly
• Display Agent’s photo
• Display Broker’s logo
• Social Media interaction
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Real Estate Advertising
Enhanced Agent Listings: Click-Through
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Real Estate Advertising
Listings on Statesman.com: Builders
Make sure your inventory is featured on the #1
local media site in Central Texas,
Statesman.com:
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All of your communities and floor plans will
be displayed
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Unlimited photos
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Lead Generation:
• Phone # (click to call)
• Link back to Builder’s site
• Email submission
• Display Builder’s logo
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Real Estate Advertising
Enhanced Builder Listings: Click-Through
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Marketplace: Real Estate
Augmented Reality
Discover a new way to experience content.
The Austin American-Statesman’s new
augmented reality viewer app, austin+,
brings your message to life!
Mentions
advertising of
the app and
functionality
Augmented reality uses
image recognition to
connect audiences with
videos, animation and
other rich content.
Ads promoting austin+ will run throughout
marketplace
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Marketplace: Real Estate
Advertising Print Options: Saturday & Sunday
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Custom Content Opportunities:
• Home Feature
• Property Spotlight
• Sponsored Consumer article
• Builder Profile
• Neighborhood Spotlight
• On the Market
• What’s for Sale
• Augmented Reality
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2.
3.
2
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Size Options
1/6 page custom content
6” x 6 col. Custom content
¼ page custom content
Marketplace: Real Estate
Advertising Options: Saturday and Sunday
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Custom Content Opportunities:
• Home Feature
• Property Spotlight
• Sponsored Consumer article
• Builder Profile
• Neighborhood Spotlight
• On the Market
• What’s for Sale
• Augmented Reality
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Size Options
½ page custom content
4 x 15 page custom content
2 x 15 page custom content
4 x 6 page custom content
Marketplace: Real Estate
Sunday Sample Pages
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Marketplace: Real Estate
Marketplace Homepage Sponsorships
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3 Sponsorships available
33% SOV
Sizes include: one 728x90,
two 300x250, one 300x100
$750 per month, 3 month
minimum