RISMEDIA, August 10, 2007–AdMission Corporation, a provider of online advertising solutions, has announced that AdMission Spotlight Ads is being used extensively to feature new homes to local shoppers.
New home manufacturers, their ad agencies and online publishers are using Spotlight Ads to reach local consumers with a powerful combination of real-time new home listings and home builder branding that reaches new consumers, increases consumer engagement and drives home builder Web site traffic.
Spotlight Ads perform significantly better than traditional banner ads and encourage local consumers to interact with the home builder’s marketing message on average for over a full minute at a time. The online display ads drive more traffic to home builders’ Web sites and listing detail pages, as well as improving the effectiveness of companion search marketing programs.
According to research from the National Association of Realtors (NAR), new single-family home sales in June 2007 were 22% below the annual figure for 2006. Most new home builders are facing an over built market and are looking for unique ways to reach home shoppers. Unlike typical display advertising, click-throughs generated by AdMission Spotlight Ads produce “interested” Web site traffic that has interacted with the home builder’s brand and actual available inventory photos, model floor plans, video-like walkthroughs, and more.
“Spotlight Ads have been a very effective online marketing tool for our new homes in the Denver market,” said Rebecca Morris, director of marketing for KB Home, one of the country’s premier new home builders. “We’ve seen much higher than average click-through rates to our website – in some cases close to triple. Engaging a prospective buyer and extending their interaction to collect information and view our homes displayed in the Spotlight Ad is also extremely valuable. This is not something we were able to achieve with traditional display ads featuring branding only.”
Full service media planning and buying agency Mediasmith piloted AdMission Spotlight Ads with their home builder clients as a new online advertising option. “Traditional advertising programs have mass reach but are often not as effective,” said Karen McFee, executive vice president, Mediasmith. “Spotlight Ads is an interactive, visual ad unit that can be precision targeted and performance tracked. It’s an excellent component of a digital campaign for advertisers with an inventory-centric business. We are impressed by our pilot ad stats that indicate substantial interest among online new home shoppers.”
“80% of buyers start searching for their new home online and 29% eventually buy a home they saw online first” said Sarah Pate, president and CEO, Admission Corporation. “Print display ads are generating only 5% of sales, but on average, are accounting for 39% of a realtor’s ad budget. Builders can now use Spotlight Ads to effectively target and attract new entrants into the real estate purchase cycle, as well as using the live inventory showcase to attract the attention of buyers who might largely be considering existing homes.”
Learn more about AdMission at www.admission.net. For more information about any of KB Home’s new home communities or complete mortgage services through Countrywide KB Home Loans, call 888-KB-HOMES or visit www.kbhome.com.
