Given economic factors and current challenges in the real estate market, advertisers are faced with tighter budgets and have greater expectations based on what they can afford
SANTA ANA, Calif. (PRWEB) March 13, 2008
The Orange County Register's Home Finder sections will be renamed as OC Homes, beginning March 15. OCRealEstateFinder.com has also been re-branded as OCRegister.com/realestate, which leverages the strength of OCRegister.com as a recognizable brand to consumers and advertisers.
The new online site significantly improves the depth, accessibility and interactivity of real estate information for anyone researching, selling, buying or improving homes in Orange County, said Glenn Hall, chief innovation officer at Orange County Register Communications and business editor of The Orange County Register.
"The redesigned real estate site contains an even-richer collection of information, and its elements are better categorized to cater to specific interests," Hall said. "Whether it's to conduct home searches or read news about the changing dynamics the real estate market, the site is easier to navigate. It is also much easier to find news and information relating to specific cities -- even certain neighborhoods within those cities."
O.C. Communities, which provides detailed information on the 34 incorporated cities within Orange County, includes links to county government data, crime statistics, schools, community guides, and houses of worship.
The OCRegister.com/realestate search tool includes For Sale, For Rent and New Homes tabs. Searches can be customized by county, city, ZIP code, price and listing source, which includes MLS/broker listings, new homes, foreclosure properties and classified listings.
According to Hall, Apartments and Foreclosures beats were created as new elements for OCRegister.com/realestate and the Register's Marketplace pages, in response to a growing number of searches in these topics.
Reporter Mary Ann Milbourn will cover the Apartments beat, covering new apartment complexes, locations, availability, rent-or-buy comparisons, pricing trends and affordability.
Reporter Andrew Galvin will cover the Foreclosures beat, which includes local and national trends, how Orange County residents are affected, tips on how to avoid foreclosures, and related laws.
Columnists Jonathan Lansner and Mathew Padilla maintain a home page position on the new OCRegister.com/realestate site, with links to the latest articles from their Lansner on Real Estate and Mortgage Insider, respectively. Reporter Jeff Collins will also expand his role in covering real estate.
Hall said more interactive features were also added online, so readers could have a stronger voice and exchange opinions. The new site includes forums, polls, and self-publishing tools to post photos, videos or events. Home & Garden and home furnishings content have also been added to the site, for readers looking to spruce up or improve the value of their home.
A weekly OCRegister.com/realestate e-mail newsletter also launched as part of the expanded content offerings. Readers can sign up to receive the latest local news on the real estate market, latest Orange County Home prices, and direct access to Lansner on Real Estate Mortgage Insider blogs.
According to Mike Hodges, director of Real Estate Advertising at Orange County Register Communications, the new print and online products are more useful to real estate agents, builders and home-related business interested in reaching real estate readers. Real estate ads are now coded specifically for OCRegister.com/realestate pages, enabling advertisers to deliver targeted messages to audiences most interested in their products and services.
"Given economic factors and current challenges in the real estate market, advertisers are faced with tighter budgets and have greater expectations based on what they can afford," Hodges said. "We've restructured our real estate advertising programs in tandem with our content improvements to OC Homes and OCRegister.com/realestate to ensure these products will be useful and generate results for advertisers."
Hodges, who formerly has professional experience at a mortgage brokerage and as owner of a real estate agency, said he understands the mindset of advertising clients, and Orange County Register Communications has adapted its content and advertising programs to reflect customers' preferences and the current market conditions.
"OC Homes just launched favorable pricing and frequency incentives to real estate agents, builders and other prospective advertisers who want a presence in the print and online real estate products, but may have felt priced out in the past," Hodges said. "We've integrated search engine marketing, search engine optimization and pay-per-click services into our marketing programs, which helps our advertisers extend their reach across other effective online platforms as well."
About Orange County Register Communications, Inc.
Orange County Register Communications, Inc. of Santa Ana, Calif. is publisher of The Orange County Register, a three-time, Pulitzer Prize-winning newspaper. The company also publishes Web sites, magazines, and 24 community newspapers. Orange County Register Communications also offers a full spectrum of custom printing services, direct mail advertising, and a full-service media services agency specializing in creative services, database marketing, PR, and interactive.