NEW YORK--(BUSINESS WIRE)--Posner Advertising, a full-service, lifestyle-focused agency with expertise in the real estate industry is proud to announce the hire of Dana Randall as director of interactive services.

“As we continue to develop new ways to incorporate digital technology into our overall marketing programs, Dana’s passion, talent and leadership will ensure that our interactive team provides our clients innovative and effective solutions to achieve their business objectives,” said Peter Posner, president, Posner Advertising.

Dana will augment her responsibilities as interactive director with a broader skill set that includes branding, targeted marketing strategies, web design and development, Email marketing, search engine marketing, and search engine optimization (SEO).

This is a boon to the agency as her wealth of knowledge will allow her to communicate clearly with members of the agency’s various business units to maintain the constant delivery of excellent results.

Dana was most recently interactive marketing director at Trimble Navigation/APS where she led the development of cutting-edge flash video and web projects in conjunction with the deployment of online advertising and marketing efforts. Prior, she was creative director at Cendyn, a full-service electronic marketing firm, where she supervised creative design and interactive development.

Her depth of expertise spans prestigious real estate and hospitality entities as well as Fortune 500 companies, such as Toll Brothers, Global Hyatt Corporation, Starwood Hotels & Resorts Worldwide, Hard Rock Hotels & Casinos, and Universal Orlando Resort. Dana has also worked with Research in Motion’s Blackberry brand, Motorola, Panasonic, and Pfizer.

Dana attended the Art Institute of Fort Lauderdale where she received a B.A. in interactive media.

About Posner Advertising: With experience that spans six decades, Posner Advertising (www.posneradv.com) possesses the credentials, commitment and creativity that help grow businesses. Headquartered in New York, with offices in Florida, California, and London, Posner’s services include branding, advertising, traditional/digital marketing, public relations, as well as media planning/buying, and performance tracking services.

NEW YORK--(BUSINESS WIRE)--While the nation’s real estate industry is experiencing tough times, Posner Advertising (www.posneradv.com) suggests that for homebuilders and developers to positively affect sales, their marketing should also emphasize the details of a new home that appeals to women.

An abundance of statistics exists, showing the power and impact women have on the real estate market and U.S. economy:

• Women are the fastest growing segment of homebuyers. (National Association of Realtors)
• 40% of all households with assets over $600,000 are headed by women. (Evolution: Understanding Women, Faith Popcorn)
• By 2010 28% of all U.S. households will be headed by women. (Fannie Mae)
• 47% of all condos are purchased by women. (National Association of Realtors)

“As a marketing agency with expertise in real estate, Posner is aware of the economic and decision-making power women have in the home buying process,” says Bob Posner, principal, Posner Advertising. “As we go about developing creative and marketing strategies on our clients’ behalf, we will be mindful of the varying needs of women—be they single fist-time buyers, married women with a growing family seeking more living space, or a young professional looking for a property that reflects a certain lifestyle.”

As a leader in interactive and digital marketing, Posner also believes the Internet—and the way women use it—will play a significant role in the way real estate is marketed in the future. Multi-tasking Women, Building Women, Summer 2005, indicated that 92 percent of women use the Internet to shop for homes.

“Study after study has shown that women use the internet to research and share all kinds of information; to socialize; to shop; and to get news,” adds Bob Posner. “Our team of professionals will continue to challenge each other to come up with meaningful and effective ways to engage women as they multi-task online—for this is where they start to gather information on big ticket items like purchasing a home.”

According to Tom Peters in the foreword Marketing to Women by Martha Barletta, "American women by themselves are, in effect, the largest 'national' economy on earth, larger than the entire Japanese economy."

“To put it simply, we can’t afford to ignore that the real estate industry’s fate is in the hands of women consumers. Women’s economic power—whether single or married—is a serious force to be reckoned with,” says Judith S. Kincaid, MIRM/CSP. “The female homebuyer has a clear objective to shop and it’s all in the details. Know the age group you are selling to and build and merchandise to that market. Features will not sell homes unless you show the benefit.”

NEW YORK--(BUSINESS WIRE)--Posner Advertising has announced the official launch of TrakSource™, a dynamic new tracking solution that assesses response to specific elements of a marketing campaign, enabling clients to make educated adjustments in their media plans and spending on a real-time basis. The system also helps clients manage and respond to inbound leads.

TrakSource™ assigns a specific toll-free number to each element of a marketing campaign. The system then analyzes the performance of each media source and provides a breakdown that includes the prospect’s phone number as well as their name and address on calls from a landline. The intelligence gathered empowers the sales team to review leads and determine the effectiveness of each campaign element.

TrakSource™ consolidates all the data that is generated from any media outlet (e.g. direct mail, print/online ads, outdoor, transit). The system shows users the number of leads per day, an index of the most successful campaigns and the average duration of inbound calls. TrakSource™ also provides a ROI (return-on-investment) tool that calculates the cost-per-lead information for each campaign.

“As leaders in real estate marketing and advertising solutions, Posner has developed this tool to deliver clients well-conceived media plans through the innovative use of technology,” said Bob Posner, Principal, Posner Advertising. “With TrakSource™, we are able to optimize the effectiveness of our marketing campaigns by understanding how they impact the volume and qualification level of sales leads our clients receive.”

With TrakSource™, Posner has raised its own accountability to clients by being better prepared to make recommendations as to where to re-appropriate marketing dollars.

“Now that the real estate market has softened, we have an increased responsibility to guide our clients with not just strategic thinking, but scientific tools to analyze performance as well,“ said Win Peniston, Vice President, Strategy and Development, Posner Advertising. “Performance tracking is becoming more and more important to our developer clients who are measuring success – not simply in sales, but also on a cost-per-lead or cost-per-sale basis.”

For more information and a demo of TrakSource™, go to: www.posneradv.com/traksource/

NEW YORK--(BUSINESS WIRE)--New York-based Posner Advertising, a full-service marketing and advertising agency with expertise in the real estate industry, was recently tapped by the Real Estate Board of New York (REBNY) to develop the branding, advertising and marketing for the launch of ResidentialNYC.com—an online real estate portal offering a combination of exclusive listings and supporting information covering the New York City residential real estate market.

In an effort to create a positive verbal identity, the Posner team, after a thorough study, recommended that REBNY name the portal “ResidentialNYC.com,” and establish the theme-line, “The Ultimate Homepage”. Additionally, Posner was charged with developing a fully integrated campaign comprised of print, online and out-of-home advertising, including cinema and transit media.

“It was important for the portal’s name to say exactly what the service provides to the consumer, and we are confident that ResidentialNYC.com achieves that objective for our client, said Win Peniston, Vice President, Strategy and Development, Posner Advertising. “Given that more than 80% of new home searches begin online and that consumers are frustrated by not being able to find them in one place, we believe that this centralized information portal will become the new ‘go-to’ site for home-seeking prospects,” Penniston continued.

“When designing a consumer-facing online service with the wealth of information ResidentialNYC.com provides, it is extremely important to create an environment where the available utilities are presented in a way that is user-friendly and intuitive for the broadest range of consumers,” said Steven Spinola, president, Real Estate Board of New York. “With Posner’s design/marketing and Trulia’s database programming, we feel we are giving ourselves a very strong opportunity to emerge as the leader in residential real estate searches by New Yorkers.”

ResidentialNYC.com is powered by back-end technology developed by Trulia and enables homebuyers and renters to link to thousands of listings in New York City from thousands of REBNY residential member agents.

About The Real Estate Board of New York: Established in 1896, The Real Estate Board of New York (www.rebny.com) is the city’s leading real estate trade association with more than 12,000 members. REBNY represents major commercial and residential property owners, builders, brokers, financial service companies, architects, contractors and other entities professionally affiliated with New York City’s real estate market.

About Trulia: Trulia, Inc. (www.trulia.com), a national, residential real estate search engine, has revolutionized online home search by offering a rich, intuitive user experience that points consumers directly to listings on agent and broker Web sites. For more information, go to www.trulia.com