You have 2 audiences on The Bob Dey Property Report & Newsletter. First, the newsletter goes to about 3200 free subscribers, the majority in Auckland, almost all of them property professionals, in agency, or in investment, and it has maintained a very high open rate for 18 years. Second, the website report attracts an average 11-1200 visitors/day (over 2000 on many newsletter days, low hundreds at weekends).
The newsletter has an average open rate over the last 5 years of 41.6% (Mailchimp’s media & publishing industry average is 18.2%) and an average click rate of 17.6% (industry average 4.0%).
The new format for the newsletter began on 1 February – 4 ad spots down the page, editorial content + classifieds between them.
I’ve been telling people for a while that the website content focus will change, and that is finally getting underway, though it’s been disrupted by web editing & construction problems (yes, the failings of the construction sector have even spread to web pages!). It’s been a complicated exercise, hard to get my own head around it, let alone anybody else’s. In short, what I intend to create is multiple short items on a given topic, and these topics will be interlaced. For instance, a development such as Drury South, or Wainui in the north, has both local & sector influences. I intend to give you the context.
I’ll continue to track sales & sector statistics, and keep an eye on the listed property sector. But I see the new context for content creating a new perception of the website as a tool to return to.
My primary focus will be on putting urban development around the region into context. That means looking closely at hearings, at precincts, at centres, at transport, at prices, and at opportunities.
It doesn’t mean long articles. You’ll get snapshots, and useful illustration will be stepped up. It will challenge me, it will challenge readers, and it will be rewarding.
I’d like you to join me on that journey.
Back to the place of newsletter ads:
First, though, you want to see more eyes on your newsletter ad.
Monday’s newsletter audience has always been the biggest, Wednesday’s the smallest. Auction results tend to lift Fridays. Weekend website readership is extremely low.
I intend to disrupt that pattern by posting larger volumes of content in what I’ve termed BDeep (these series of deeper content) on Wednesdays, with a follow-up nudge on Fridays that I think will grow weekend discussion. Monday’s newsletter will still contain a number of items produced over the weekend.
You will see a new box in the website’s left-hand column containing links to a handful of topics where pages will be updated frequently with snippets + links rather than full stories – BDeep, On the move, Propbd on Q (local), World property & World influences (economic, political, usually in combination).
I haven’t quantified an anticipated increase in visits, but I won’t be building any increase in visits into price rises over the next year. The benefit will all be yours.
And finally, adspots on the website:
The website has a range of potential adspots – 2 at the top, different shapes & sizes left & right, a horizontal across the foot.
On the newsletter I am looking for short-term ads to maintain a higher clickthrough rate. On the website I want to see a mix of ads, from brief appearances to a few weeks to longer bookings if the content changes from time to time.
Get in touch for details: