This is the latest in a series of 'Buyer's Guides' that feature questions to ask and options to consider before making a new purchase. See our previous guides to purchasing a CMA,CRM, Document and Transaction Management, and Electronic Signature solution.

How can an Ad Network benefit my brokerage?

The legal, financial, technological, and logistical ground is constantly shifting beneath the feet of real estate brokers. While you face a multitude of challenges, perhaps one of your biggest hurdles is generating revenue without increasing the percentage you're taking from your agents' commission. One solution for this is placing ads on your website. Enter ad networks, technology developed to place ads on your website and to pay you for the privilege.

Questions to Ask

There are some important questions to ask when buying any real estate technology product and some that are unique to ad networks.

First, let's look at general questions you'll want to ask.

• What are my objectives for this piece of technology and will this product help me achieve those objectives?
• Is this product intended for my use only or for the use of my agents?
• If this product is intended for my agents, how user-friendly will they find it? Will it be helpful for them, or stressful?
• What is my budget?
• What kind of customer service and training programs are available? Are there webinars and, if so, are they recorded so you can view them at any time? Is the vendor's online help sufficient? What are the telephone support hours?
• Is this technology Web-based? If it is, how much functionality will be available when the tool is being used offline.

After you've asked and answered these questions, you can get down to the ad network specific questions.

• What is the revenue share? Ad networks combine a variety of cost models CPM (Cost per Thousand), CPC (Cost per Click, like Google) or CPA (Cost per Action, for instance completing a form or purchasing a product). Ask the vendor to explain theirs.
• How many ads will the vendor place on my site and where will they display?
• Who will the advertisers be? This is a tough question to answer, but you'll want to be sure you can avoid objectionable advertisers or competitors.
• What kind of reporting is available? Ask to see a sample.
• Can the vendor provide references? Which brokers are using the ad network and are they satisfied? Take a few moments to look at the sites of brokers that are using the ad network. Are they quality ads (not just "belly fat" ads or "how to get your GED in 10 minutes")?
• Who sells your ads? Do you sell them directly (this will pay more)?
• How are you indemnified from any nefarious code that can be embedded in ads?
• Do you have the right to audit the vendor so you can ensure that they aren't placing all the best ads on someone else's site and not yours?
• Can the vendor geo-target?
• Can you sell advertising to local companies? Will the ad network vendor provide a media kit to support that?
• Is there a cost to add ads to the ad network?
• Will the ads be B2B or B2C?
• Has this vendor integrated with the software that powers my website before? Will my current software even support ads on my website?

Your Options

For more information on these options, download our 2013 Technology Guide. Here are several leading companies that offer ad networks:

• Lone Wolf: With WOLFmedia, turn local vendors into advertising dollars while at the same time providing value to homebuyers and sellers with valuable offers and coupons. Sign up for free, with no contract.
• Real Estate Digital: REALM from Real Estate Digital offers brokers an opportunity to generate revenue with ads from a wide range of companies that are relevant to your website's visitors. Your dedicated Account Manager will ensure that you have all the support you need. And membership in the REALM is free.

Next Steps

• Download the 2013 Technology Guide
• Read articles about ad networks
• Visit the ad network section of our product directory
• Contact the vendors above