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ResidentialNYC Goes Offline - Markets Itself To Consumers as The Ultimate Home Page

October 18, 2007

ResidentialNYC has started their offline advertising campaign in New York City. I found the ad in today’s Real Estate Guide in the New York Post. The ad is great, but is it accurate? Not entirely.

Although the idea behind ResidentialNYC is ideal, the reality is that it isn’t there - yet. Consumers and real estate brokers would love to able to search all of the active real estate listings in New York City in one central location. But politics always seem to get in the way.

REBNY, the real estate trade organization behind ResidentialNYC, has done something fantastic which I haven’t seen any other consumer facing real estate web portal do - place ads offline where real people can actual learn about them. That’s the good part. The bad part is without the support of the entire local real estate brokerage community - an incomplete inventory doesn’t satisfy the consumers need. The need to easily find a home in Manhattan and the surrounding boroughs. I won’t hold my breath.

As a side note - Can you imagine if sites like Zillow, Redfin, StreetEasy or Trulia took their online advertising efforts offline?

I really love the ad though. Kudos to Posner Advertising for sending a clear and concise message - although not a reality yet.

It was important for the portals name to say exactly what the service provides to the consumer, and we are confident that ResidentialNYC.com achieves that objective for our client, said Win Peniston, Vice President, Strategy and Development, Posner Advertising. Given that more than 80% of new home searches begin online and that consumers are frustrated by not being able to find them in one place, we believe that this centralized information portal will become the new go-to site for home-seeking prospects, Penniston continued.

Technorati Tags: ResidentialNYC, Rebny, Listings, Real Estate Listings