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Sign into your accountBrokers and MLSs Get Paid to Display This Old House Content
February 03 2017
In a press release today, Prem Luthra of Elm Street Technology unveiled his latest venture, a partnership with This Old House. You may know Prem from his work in marketing at MOVE, Cyberhomes, Real Estate Digital, Xome, and the like. One of his primary and lasting impacts on the real estate industry was the innovation around helping brokers and MLSs monetize consumer traffic on their website.
Real estate content around listings has been pretty lackluster from the perspective of the consumer on most broker, agent, and MLS consumer facing websites. Simply stated, firms have lacked the internal resources to develop content that consumers love. This Old House has been a category leader in this area, dominating television ratings for decades.
The national underwriting for the content has been powered by advertising sponsorships from GMAC, The Home Depot, State Farm Insurance, Lumber Liquidators, and many others. "The simple premise of advertisers trying to reach homebuyers has not waned," says Luthra. Advertisers understand that the consumer most likely to be an active purchaser of home improvement products is the home buyer and home seller.
Many brokerage and MLS sites have enjoyed significant revenue from advertising partnerships. The industry has learned that belly fat ads from networks like Google do not pay much and diminish the consumer experience on their site. Advertising through the This Old House program are contextual and valuable to the consumer.