My Kelsey presentation: Quick notes

by drm on March 17, 2009

I had an engaging time presenting at the Kelsey Interactive Local Marketplaces conference yesterday.  The crowd was robust, and active twittering went on around the #marketplaces2009 hashtag. (Thanks to the peanut gallery for sparing me during the presentation!)

I shared the dais with Chip Perry of AutoTrader.Com.  His presentation was crisp and shared the focus that his business manifests: they have figured out how to do a couple of things very well, and have leveraged that focus into a $600+ million plus business that uses a fix-cost advertising model to drive valuable leads to dealers.  In another post, I’ll share some of the interesting data points from Perry’s presentation.

You can see a summary of my presentation here on The Kelsey Group blog by Peter Krasilovsky, the chair of the conference.  Peter nicely captures the points I made about social media, but does not put as much emphasis as I did on the opportunities for differentiated and targeted advertising, whether online or offline, in the future.  My premise is that the fragmentation of consumer audiences further enhances the value of advertising that can create a big and impactful footprint.  The kind of multi-platform solution that a company like NCI can provide to real estate agents, multi-family marketers and remodeling advertisers provides that differentiation at a reasonable cost per lead.

It’s not just a marketing pitch: it’s a thought-out and defensible premise.

One of my favorite pieces of digital residue from the presentation is the following tweet of one of my answers during the Q&A by Lisa Williams:

picture-3

At any rate, here are the slides from the presentation.  I’m planning a couple of posts to give color to some of the concepts.  If you have any questions, or would like me to spend some time on one of the slides, please let me know.

[slideshare id=1154070&doc=kelseypresentation-090316203643-phpapp01]

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  • http://www.cycaine.com/ Cy Caine

    Dan – Interesting presentation. Thanks for posting it.

    Question – The decline in average commission value per agent has been much steeper than I would have expected. How steep is the decline when limiting the look to the top 10%-20% of agents?
    Cy

  • Cy Caine

    Dan – Interesting presentation. Thanks for posting it.

    Question – The decline in average commission value per agent has been much steeper than I would have expected. How steep is the decline when limiting the look to the top 10%-20% of agents?
    Cy

  • http://www.nci.com drm

    That would be lower, but still in the 20% range. Best gauge for that is to look at the Realogy stats on their revenue over the past couple of years.

    To that point though, we’ve launched a special marketing and promotion program for the top agents in every market, giving them additional incentives to take multi-page positions in The Real Estate Book. Of all agents, they are the ones still doing the business.

  • http://www.nci.com drm

    That would be lower, but still in the 20% range. Best gauge for that is to look at the Realogy stats on their revenue over the past couple of years.

    To that point though, we’ve launched a special marketing and promotion program for the top agents in every market, giving them additional incentives to take multi-page positions in The Real Estate Book. Of all agents, they are the ones still doing the business.

  • http://www.cycaine.com/ Cy Caine

    Thanks Dan. I’m enjoying your blogging and read your most recent post about Jamie Jump and the willingness to let a customer pay by the lead. That customer should be careful about what is being asked for. Paying by the lead could very well cost more than paying by the page.

  • Cy Caine

    Thanks Dan. I’m enjoying your blogging and read your most recent post about Jamie Jump and the willingness to let a customer pay by the lead. That customer should be careful about what is being asked for. Paying by the lead could very well cost more than paying by the page.