Leadhax - Online advertising for Real Estate agents (Bay Area News Group)
Media associated with this campaign
Overview of this campaign
In order to remain competitive, newspaper media companies need to diversify their revenue streams and focus on digital advertising and providing additional solutions to their advertising clients.
Bay Area News Group launched Leadhax.com with the goal of attracting new advertising clients and retaining existing ones in the Real Estate vertical. LeadHax is a real estate platform with self-serve ad building & programmatic distribution. Agents also get an automated report on campaign performance.
Leadhax was developed because:
- Digital Spending by agents and brokers is up 2.2% this year to $13.9 billion. They spend 75% of their ad budgets on digital. (Borrell 2015).
- Digital solutions available for Real Estate agents are typically very fragmented, complicated and expensive.
- An ad solution was needed tailored to their needs and potential buyers and sellers.
- 90% of agent's prospects rely on the Internet as their primary research resource for real estate and over 50% begin their search for a new home online.
With this information in mind, and also knowing that it can be difficult to get agents to branch in to the digital marketing universe, LeadHax was developed to help capture the online audience, while being simple, powerful, and affordable.
Goals: new revenue stream, increase in digital revenue, brand awareness.
Results for this campaign
Bay Area News Group partnered with iPublish, a software developer of self-serve and ad buiding tools and AdCellerant to built the model.
Called LeadHax, after the idea of “new tricks” to generate leads, the new system was separately branded so that it had the capacity to go nationwide, both to other company owned newspaper markets and also markets where no media are owned.
The system has launched in the beginning of 2017 with immediate adoption within the initial real estate communities.
FY 17 results:
In the past year Leadhax was able to achieve partnerships with 5 such well known and established brokers as Intero, Coldwell Banker, Sothebys, Alain Pinel, Sereno Group in the Bay Area Market. The partnership commits the agents to utilize the Leadhax platform for all their digital advertising needs.
Leadhax is a great digital solution that differentiates the Bay Area News Group Real Estate team from other competitors in the market. Our Sales team is able to offer a combination of print and digital advertising solutions.
Leadhax had a positive effect on the parent brand Bay Area News Group by modernizing its brand image and increasing its brand equity.