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MATTHEW SHADBOLT: Experimentation has been
absolutely critical to everything that we've been
doing online.
We have no secret formula of being able to understand
exactly what is going to work.
It's a very slow, cumulative process of constant iteration.
That's really how we work.
And that's essentially how we work with social media.
We've seen things that we've experimented with in Facebook
and Twitter that we would never have ever been able to
see working just with our main website.
For example, we had no idea that in trying to solidify
ourselves as neighborhood experts, talking about things
that are not to do with real estate but everything to do
with living in a neighborhood--
the best bars, the best place to get a cheeseburger.
Experimenting outside of the real estate vertical has been
really, really key for us, not only in terms of our
advertising and targeting things like display ads and
search keywords, things of that nature, to non-real
estate specific sites, places where our audience already are
elsewhere online prior to coming in and looking for real
estate and creating ad campaigns around where those
things crossover.
But also experimenting from the idea of what else would
our audience be interested in if they were looking to move
to a particular neighborhood.