The Post and Courier in Charleston, South Carolina, developed a winning strategy to strengthen partnerships with Realtors — one that is already delivering results. Advertising Director Alisha Owens and her team leveraged the combined reach of print and digital audiences to create sales bundles that immediately captured the attention of corporate real estate marketing leaders.
The team introduced the Real Estate Marketplace bundle, a high-impact platform showcasing hundreds of new listings in print and online. Designed to maximize reader engagement through volume, accessibility and excitement, the bundle featured turnkey weekend print packages, online classifieds and a heavily promoted interactive home-finder map. “We positioned ourselves as the South Carolina Real Estate Marketplace by building the marketplace itself,” Owens explained. The strategy not only attracted significant consumer attention but also opened the door to new business from smaller brokers and FSBO listings.
Print ad and email editors make it easy to select and order listings:
To efficiently produce hundreds of dynamic display ads without overwhelming internal resources, Owens partnered with Wehaa Design, a longtime technology partner known for providing innovative digital revenue solutions. Wehaa developed an AI-assisted solution that integrated with the broker’s API to automatically compose, label and geographically group each in-column photo display ad for print. For digital, Wehaa streamlined exports into indexed classified pages and automated mapping features to display every listing on a fully responsive home-finder interactive map with roll-over pins. “It is a pleasure working with the Wehaa team,” Owens said. “They brought the entire complex program to life and developed the tools to make it possible.”
Faced with the challenge of turning hundreds of listings into both print and digital formats on a tight deadline, The Post and Courier needed a solution that wouldn’t overwhelm its internal teams. That’s where Wehaa stepped in. By automating the heavy-lifting tasks with smart technology, Wehaa streamlined a process that once required hours of manual effort into an efficient, hands-free workflow. This time-saving approach not only ensured accuracy and speed but also gave the sales team more bandwidth to focus on growing advertiser relationships.
The automated solution is powered by Wehaa’s HomeStream, a popular self-serve listings platform that leverages Wehaa Smart Import technology to pull in listings with just the push of a button. HomeStream is used nationwide to promote open homes, featured listings, land, auctions and more. It provides a fast, simple and effective digital solution, complete with a robust web-to-print reverse publishing module.
“Real estate orders are climbing, and agents want smarter ways to promote open homes,” says Wehaa VP of Sales Kevin Collins. “HomeStream delivers that in a single, easy-to-use solution.”
The Post and Courier’s new Real Estate Marketplace officially launched on Sept. 6.
In addition to the out-of-box features included with HomeStream, Wehaa developed several new features to bring The Post and Courier’s vision to life, including:
Last year, Wehaa developed another innovative solution that created a new digital revenue stream for The Post and Courier’s real estate category. With HomeStream, single-listing animated HTML5 display banners can be produced instantly — complete with branded agent or broker details. The banners rotate ad copy and multiple listing photos.
The system allows The Post and Courier to sell and launch dynamic listing campaigns across its website, owned-and-operated properties and programmatic platforms in minutes. What once required hours of manual design is now a fast, automated process that gives real estate advertisers greater reach and stronger results. This seamless automation highlights how Wehaa’s technology consistently saves time, streamlines production and unlocks new revenue opportunities for publishers and their advertisers.
Wehaa also added an automated HTML email component to the mix. Each deployment is powered by Wehaa’s Smart Import technology, making it fast and efficient to build and update creatives. Emails can be sent directly to first-party subscriber databases or exported for seamless use with third-party email vendors, giving publishers full flexibility in how they reach their audience.
Preview and send test emails for approval right from the system:
By combining print ads, the digital interactive map, single listing banners and targeted HTML email, The Post and Courier now delivers a true cross-channel, grass-roots campaign — one unlike anything else available in the market.
If you’d like to see how Wehaa is helping publishers and agencies streamline campaigns and grow digital revenue, I’d be happy to connect. Just give me a call or drop me a quick email.
Kevin Collins
VP Sales, Wehaa
kevin@wehaa.com
262-696-4915 (Sales)
