-
PathtoProperty is committed to partner with as many RSL providers of affordable homes as possible. In doing so RSLs commit to list homes with PathtoProperty and by doing so they access:
- the ‘Key Benefits’ mentioned above,
- discount on all charges for PathtoProperty services, and
- potential value from being investors.
- Excellent user experience via the website. This comes not just when users are online but also the marketing and communication follow-up. The catalyst behind the PathtoProperty idea is Scout Solutions which has proven software to deliver the PathtoProperty service with all the property marketing, enquiry handling and reporting elements needed; it has all the requisite technology skills as well as industry knowledge to deliver.
- Superb marketing. The strategy to achieve this draws on what worked for comparable partnership websites (Rightmove and Primelocation) as they became established, plus using highly cost effective modern on-line marketing techniques. All delivered within an overall professional marketing strategy.
- Co-branding – All affordable home providers partnering in PathtoProperty will commit to carry the PathtoProperty logo and website details on all their marketing materials (e.g. websites, property marketing materials etc.). People coming in contact with these materials are pre-qualified in their interest in affordable housing, and so such marketing of the PathtoProperty brand will naturally be highly directed and effective. This strategy was an essential part of the establishment of both Rightmove and Primelocation when estate agents co-branded in the same way.
- Search engine optimisation and paid for ‘cost-per-click’ campaigns – Scout Solutions’ experience will be key; within six months of launch of the HomeSwapper (mutual exchange) website it achieved ‘natural’ (free) listing on the first page of the major search engines for keywords associated with the service. Until high ‘natural’ listings for PathtoProperty on the likes of Google are achieved cost-per-click campaigns will be a key part of online marketing i.e. PathtoProperty pays the search engine to appear in search results when a browsers’ search includes key words PathtoProperty selects.
- PR – Affordable housing is a fast expanding sub-sector of the property market. That can be exploited to gain increased press coverage of it, and the critical mass of PathtoProperty can make it an authoritative source for the press, both for stories and quotes. This increases online visibility to search engines enhancing search engine listings.
- Online Advertising – Advertising on news information sites (e.g. handbag.com) and social networking sites (e.g. Facebook) can be a highly effective and targeted way of building awareness of the PathtoProperty service; it increases online visibility to browsers directly and also to search engines. Such online campaigns will be in bursts of activity, rather than constant, aimed at creating naturally occurring ongoing coverage of AffordHomes within these types of websites.
Click here to read about the Income Streams in PathtoProperty