Franchises Merging Technology with Direct Marketing


Don't rule out direct marketing just yet. Two major franchise networks and Onboard clients recently launched direct  platforms that are designed to generate leads and automate marketing efforts for agents, as highlighted in this article on Inman today.

  • Better Homes and Gardens Real Estate franchise network launched PinPoint this week. Brokers and agents can identify potential clients and to create campaigns through custom demographic and geographic segmentation. Marketing campaigns will be segmented by life stage segments, such as first-time buyers without children and empty nesters. BHGRE will be leveraging the database of consumers who interact with Meredith Corporation's brands. CEO Sherry Chris emphasized the privacy and confidentiality throughout the fulfillment process.
  • Weichert introduced LeadLink in April in conjunction with Quantum Digital. This platform generates a Just Listed card for each new Weichert listing. When a new listing is entered into the MLS, LeadLink pulls relevant data and key photos into a direct mail template. The sales associate can then immediately place an order to send postcards to the 50 addresses surrounding that particular home. These postcards are designed to drive traffic to a customized web page where visitors can view additional property details and request further information.

Although they leverage different types of segmentation, these new direct strategies represent an interesting mix of digital components and traditional marketing pieces.

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