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Targeting the newspaper real estate ad

Part 3: Measuring ROI success on the Web

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Editor's note: Now that real estate brokers are spending more money on online marketing and advertising to drum up new business, they want to know -- in a very detailed way -- how much bang they're getting for their buck. In this three-part series, we examine a few technologies offering insight into return on investment. (See Part 1: Brokers get inside track on Web lead investments and Part 2: Web analytics put online marketing dollars to the test.) At, a community journalism site owned by the Denver Newspaper Agency, visitors can start neighborhood blogs and upload photos and stories about their communities – and Denver real estate agents can target 42 specific neighborhoods with their ads. The Denver site, which has 13,000 registered visitors and gets more than 400,000 page views a month, is an example of the technology Colorado-based Indigio offers newspapers to help them increase their online real estate revenue. Nearly 40 percent of the ads on the Denv...