Panel: Don’t Give Up on Print

I just got through moderating this session at Real Estate Connect. (I actually have to finish my deck for another session at 11. But I’m a compulsive blogger, what can I say.)

8:30 a.m. to 9:45 a.m.
Top of the Funnel: Search Engine and Portal Marketing
The consumer mortgage shopping experience starts here. What do consumers want? How can lenders differentiate themselves? What are current price trends for advertising?

Dean DeBiase, Chairman & CEO, Fathom Online
Jamie Glenn, VP, Product Management, Trulia
Steve Horowitz, SVP, Product & Business Development, Bankrate.com
Sam Sebastian, Director, Classifieds & Local, Google

The session was very tactical: where to put your spend, should you bid on the head or the tail, verticals vs. search, how to calculate overall cost per lead, etc. But one of the things that was almost unanimous was the panel’s belief that marketers should not abandon print media entirely for online.

I led off with the question, “Should marketers abandon traditional media for online and search?” They all emphasized the importance of and complementary nature of both. And Sam Sebastian (of Google) made the point, which I’ve discussed in the past, about search also being a way to track the success of offline media as well as a way to do “A/B testing” before campaigns are rolled out more broadly.

Also interesting was a lender in the audience who made the statement that he’s experienced “lead fraud,” (not click fraud). He said that 25% of the email based leads he’s received (at up to $70 per lead) have been bad over the course of the last year. This is somewhat counterintuitive because I would have thought that “leads” (CPA) would be an antidote to bad clicks. But not so according to his experience.

I wonder how widespread it is.

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5 Responses to “Panel: Don’t Give Up on Print”

  1. realestatemarketing Says:

    Would love to see the deck you put together for this session. Any chance you’ll be posting anywhere?

  2. sellsius° real estate blog » Blog Archive » Inman Real Estate Connect SF 2006 Says:

    […] 1. White African – Inman Connect: Real Estate Meets the Digital World 2. Screenwerk – Panel: Don’t Give up on Print 3. Realty Thoughts – Web Focused Real Estate 4. Wagalu – Microsoft – At Inman SFConnect – Day 1 5. Realty Thoughts – Zillow “sets their data free” & Announces Z-mobile […]

  3. Trulia Blog » Trulia Markermen Make Appearance At Real Estate Connect Says:

    […] I will write more on the conference in a separate post, but here are a few links to some that have already posted on the conference: Greg Sterling writes about the panel he moderated and that I was on. The Inman Blog talks about the Zillow API announcement. Joel Burslem is aggregating some posts on the conference, as well as photos, presentations, etc. Realty Thoughts talks about the long tail of search panel. Zillow Blog has a good summary post on the first day. […]

  4. Search Engine Journal » LiveDeal to Cross Sell Print & Online Ads Says:

    […] See, from yesterday, my post “Panel: Don’t Give Up on Print.” […]

  5. LiveDeal to Cross Sell Print & Online Ads » Wagalulu - Search Engine Optimisation (SEO) » » LiveDeal to Cross Sell Print & Online Ads Says:

    […] See, from yesterday, my post “Panel: Don’t Give Up on Print.” […]

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