Case Study: My Property Preview
My Property Preview is an award winning, regional property magazine, delivering an in-depth look at the local market, including a range of real estate related articles, advertising and property listings. Established in 2008 by members of the local real estate industry, the magazine is now delivered to over 60,000 homes and 300 businesses across the Sunshine Coast in Queensland.
Having established them-selves as the leading real estate magazine, My Property Preview sought to provide extra value for their advertisers and readers by supplementing their magazine with an online offering. My Property Preview engaged Datanova in 2010 to take their business online and build a ‘one stop shop’ for online property search across the Sunshine Coast.
In a highly competitive online market dominated by a few large players, My Property Preview needed to provide significant points of difference to engage their audience. Further, as the site was to be supported by an advertising revenue model, it needed an integrated property search and advertising system that was simple enough to manage, yet was able to maximise targeted advertising on every search and page.
Datanova worked closely with My Property Preview to develop a system that would deliver on the market opportunities and achieve a fast return on investment. This was achieved through delivering what the national players could not – a hyper-local approach to content and search features in an effort to attract their main market of local buyers and sellers.
The key components of the site include:
- Unique hyper-local real estate search system that includes features such as favourites, lifestyle search and search for estates within suburbs, allowing for highly targeted advertising. The search categories include buy, rent, recent sales, new apartments, land, land estates, builders and commercial
- A powerful, easy to manage, fully supported, and customisable ad serving solution that ensures optimal return on investment and reporting for My Property Preview’s advertisers
- An optimised mobile version of the My Property Preview site that focuses on easy to use property search on the run. A key feature of the smart phone site is its use of GPS location services to identify what properties are available within a potential buyers immediate vicinity.
- A user friendly content management system for a range of weekly published editorials and other localised content The My Property Preview magazine delivered through dynamic page flipping software
Launched online in November 2010, My Property Preview has received an overwhelming response from advertisers, industry and the public alike. With over 10,000 property listings and relevant local property related content, My Property Preview is fast becoming the leading online resource for real estate on the Sunshine Coast.
There are plenty of choices for technically talented web developers in the marketplace. We chose Datanova because of their impressive understanding of online strategy and business generally. We have a wealth of experience in print publishing, but the internet is a completely different ballgame.
“We chose Datanova because of their impressive understanding of online strategy”
We worked closely with Datanova, relying heavily on their advice and expertise to take our business online and extract extra value for our shareholders. Datanova provided extremely valuable insights into how we could provide the significant points of difference to engage the local market in order to be competitive in what is a highly competitive market online.
“We worked closely with Datanova, relying heavily on their advice and expertise”
One of the real challenges of developing the site was balancing the need for a return on investment through advertising revenue on one hand with optimising the user experience on the other. Datanova developed a property search and advertising system integrated such that it was simple enough to manage, yet was able to maximise targeted advertising on every property search and other pages without compromising the user experience. We know that at least 80% of our markets are local buyers and sellers. With this in mind, Datanova helped us to deliver what the national players could not – a hyper-local approach to content and search features. For example, the property search system includes local estates within suburbs which is unique to the industry and increases the opportunity for us to provide highly targeted space to our advertisers. We now also have a mobile version of the site with great features like the use of GPS location services that helps potential property buyers to identify available properties within their immediate vicinity.
“They understand the value of service and have been committed to making the site a success”
If you’re looking for more than just a web developer, I wouldn’t hesitate to recommend Datanova. They understand the value of service and have been committed to making the site a success. They have delivered on-time and on budget and from my experience with technology services, I doubt we could have found a more suited supplier for our needs.
My Property Preview