Marketing Bay of Plenty Lifestyle



This site has been created specifically to assist with the sale of an outstanding home in the Bay of Plenty, New Zealand. It is target specific! It is a pop up blog with the sole purpose of extending the reach and drawing interest from a broader market.

Note the links to the agent, the links to local services and facilities and the use of the gallery widget to display a wonderful collection of photographs.

Do check out more examples of target specific house blogs.

Add An Individualised Blog to Marketing Mix


We felt that the blog provided a vivid word picture of our property and that it provided a view not only of our place but of Fryerstown. Apart from painting such a wonderful image of Gladwin House the site highlighted special features of Fryerstown and aspects of this region which we love.”

Providing material for this web site helped us to feel that we were actively involved in the marketing process. The site included personal photographs and additional, complementary material. It was good to be able to tell the story of our property.”

It is complimentary providing another layer of detail.”

It (the blog) gave potential buyers another layer of reassurance of the benefits of the property.”


All forms of marketing a property are interrelated and can affect one another. It is a basic law of energy

The point of presenting a diverse range of media is to effectively market and attract that one person who will want to live in the place that has very likely been your greatest asset.

Traditional Real Estate marketing has many tried and true tactics to attract a person to buy your property. A mixture of agent networks, newspaper advertising, and web site exposure all work to spread the word and reach more people.

We use all of these methods.

A point of difference for us is that we provide the vendor with the opportunity to add a highly individualised, personally crafted, web site/blog into the mix.

Adding this blog to the mix, and promoting it through our website and popularly used social media targets the growing mass of people who are micro managing their lives via the vast array of social media from their ipads and iphones.

It also provides the vendor with the opportunity to provide a much more personal view and tell the story of the place and the people who have made it what it is today. Within this web container it is possible to paint a word picture about a specific property, the local community and the region generally. It provides a well rounded picture of what is on offer, enables the owner to present material that will never fit into a one page brochure.

Our web designer (Heather Blakey) works personally with each client and encourages owners to use social media to target even more networks. Not surprisingly we have had specific feedback from an owner saying that they loved the fact that they could “highlight things (they) knew were the real positives about the house and location, things (they) had genuinely enjoyed which made it feel like a more active rather than passive process.”

These satisfied owners went on to say that “when you are selling a house it can sometimes feel that everything is in everyone’s else’s hands. This way we were able to ensure prospective buyers would also know what we would like to tell them about the house.”

A Folio of Featured Homes

Artisan Country
Cowling House
Historic Tradable Property
Goodman House Daylesford
Original Yapen Store and Pub
Country Residence in Sandon
Wallace McClellan House and Studio

Pop Up Blogs



What can be missed and not fully appreciated is the multiple ways in which blogging technology can be used. A favourite application of mine is to make ‘pop up’ websites that tell the stories of houses that are being sold and offer more than what is commonly presented by real estate agents. Pop up sites like this one are can be used to convey information that would never get on to the glossy brochures and which might slip the agent’s attention at inspection times. Waller Realty saw the potential and have engaged me to make sites for clients who can see the benefit of telling the story of their house. I visit the houses, interview the clients and present material that is not on the website or in the glossy brochures. Clients have certainly seen the benefit of this modern marketing strategy.

Another site that includes a YouTube video is a property in New South Wales that a friend wanted to help market.

Check out Properties Featured by Heather Blakey:


The owners of Jonquil Hill have sold and are moving and relocating in Tasmania. Here at Waller Realty we wish them well and thank them for taking the time to provide some feedback on their marketing campaign, which included working with a web publishing specialist to publish supplementary material about their property on an individual website.

1. In what way did having a web site impact on the process of selling?The site was viewed by a lot of people, which we found really encouraging. We know we had people come to inspections because of what they read in the blog because they were often able to repeat the details to our agent. It seemed a really effective way to strengthen the process. The blog writer who supported us when we put together ideas helped us focus on the other “assets” of the property and location.

2. How did the web site complement traditional real estate marketing?We felt that the web site gave us an opportunity to tell the story about our house. We could give lots more details about the surrounds, the benefits of the location and some of the features of the property that we thought were important to get across, but with limited words in the traditional advertisement is not achievable. We could also highlight things we loved about the town/region, people and link to groups which had enriched our time while living here.

3. To what extent did presenting additional material impact on your sense of engagement during the process?We could highlight things we knew were the real positives about the house and location, things we had genuinely enjoyed which made it feel like a more active rather than passive process. When you are selling a house it can sometimes feel that everything is in everyone’s else’s hands. This way we were able to ensure prospective buyers would also know what we would like to tell them about the house.

4. What did you see as the the benefit of promoting the lifestyle of Fryerstown and Castlemaine?As so many people move into the area without living here previously it helps to get an idea of the social opportunities beyond the obvious. There are so many groups and ways to link with people to form new networks. We will certainly miss many of the friends we made and the easy lifestyle of living in this region.

5. What will you miss about living in this region? We will miss the friendships and the vibrancy of the town. There is always something to do. We will miss the great Saturday Wesley Hill market and how easy it is to get to other locations in Victoria when you live here.