NCI and the New Generation
of Real Estate Marketing
A Case Study
By Peter Krasilovsky
NCI seeks to retain its position
as a marketing partner for
real estate agents, new home
builders and developers, large
apartment managers, and now,
home and design professionals.
Network Communications Inc., one of the three largest
“shopper” publisher with local real estate, apartment, home
improvement and design publications, is transforming itself to
capitalize on changes brought by the market and the Internet.
Some of its efforts are geared towards utilizing the Web to
support its print products. For instance, 60,000 publications
are ordered every month from the company’s websites.
Other efforts are more transformative, as NCI seeks to retain
its position as a marketing partner for real estate agents, new
home builders and developers, large apartment managers, and
now, home and design professionals. NCI’s challenge is to
regularly get in front of consumers and add enough value for
its ads to trigger a phone call, an email, or a visit to an adver-
tiser, apartment community or new home sales center.
But NCI also needs to prove to its advertisers that it is gener-
ating leads. One way it has done this is by conducting exten-
sive surveys and focus groups with consumers. Online, it has
established a “lead management system” that can track online
activity down to the property level. The results
of its measurement campaigns have reinforced the value of the
The company has put a special emphasis on integrating its
Web presence with its print publications — and adding special
“value added” features, such as virtual tours, photos and inter-
active floor plans. The ability to saturate the market with print
publications and leverage complementary print and Internet
usage is seen as a major advantage over pure-play real estate
Web portals, such as Realtor.com.
One of the controversial positions that NCI has taken is to
charge a single price for its W