RISMedia's Real Estate Magazine

NOV 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE November 2018 35 to see pictures first, as this helps home shoppers determine whether they want to view more information about the home or click to the next listing. To that end, the listing detail pag - es on Homes.com were redesigned to meet the needs of consumers by bringing the image gallery front and center. "Our listing detail pages are de - signed to feel like a magazine with the house telling the story, and it all begins with a picture," says Finnegan. CONNECTING ADVERTISING TO THE HOME-BUYING JOURNEY Just as important as delivering a completely reimagined home search for consumers, Homes.com knew there had to be a better and less ob - trusive way to display advertising on its new site. By looking closely at the search process, the team created new advertising opportunities that were not only visually appealing, but also optimized to appear at the right place and the right time on the con - sumer's home-search journey—all while offering a smarter, more effec - tive way for real estate professionals to connect with these consumers. The new City Sponsor connects potential buyers to advertisers through a native-style ad that has the same look and feel as the list - ings that appear around it. Created to combat banner blindness that's prevalent among today's savvy inter - net users, City Sponsor ads are po- sitioned to look like listings. The ad unit offers advertisers top-of-page placement, along with the ability to display their listing inventory and contact information. "City Sponsor ads are placed in the consumer's line of sight when viewing listings on Homes.com— the exact content that consumers are coming to the site looking for— so the ads are extremely difficult to ignore," explains Erin Ruane, vice president of Sales at Homes.com. "This means that when consumers are scrolling through listings, they're much more likely to interact with that ad." Homes.com has also reimagined their most popular advertising prod - uct, Local Connect, which allows real estate pros to target and con - nect with local homebuyers as they search for their next home. "Local Connect offers consum - ers the opportunity to connect with agents directly from the listing de - tails page to learn more about a Listing detail pages are designed like a magazine to tell a home's story. City Sponsor ads are positioned to look like listings to help fight 'banner blindness.'

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