Million Plus Web Site Case Study

BRIEF

Prominent publisher and property developer Morry Schwarz came to Digital Hive in late 2007 with an idea. Let’s build a beautiful, uncluttered website of Google like simplicity for users to find residential real estate with a value of over $1,000,000! but:

• it will be free for agents and developers to list properties
• listing will be entirely democratic - no buying of preferred positions allowed

REVENUE

Revenue is generated solely from banner ad sales. Ads are purchased by suburb or section of the website.

GETTING THE LISTINGS

Essential to a successful launch is populating the site with a critical, credible mass and regional spread of property listings. This was achieved in two ways - by conventional selling to agents and developers, and by configuration of XML data feeds from agent websites and property management web applications.

LAUNCH

A soft opening strategy has successfully launched Million Plus. The marketing team created “ where the other half find their property … “ – a positioning which attracted interest, some controversy and created brand awareness.

Marketing was driven through press releases, media interviews, eNews mailouts (see Rich Pickings), viral and online advertising, strategic linkages directing traffic to millionplus.com.au, dedicated search engine optimisation works and Adwords.

The website itself is designed for the display of stunning house imagery and attracts “coffee table book” traffic.

A presence on Myspace, Facebook, YouTube and Twitter will promote Million Plus to a wider audience.

OUTCOMES

Live for just a few months, Million Plus has thousands of properties listed Australia wide, strong advertising demand from commercial and property related advertisers and enjoys increasingly heavy daily traffic.

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