Each month, Strategy DirectResponse spotlights a Canadian Web site that demonstrates at least a few of the characteristics we believe should be part of any successful commercial Web site, including superior design and navigational flow, relevant, entertaining and informative content; relationship-building interactivity and above all, ample opportunity to respond directly to marketing or commercial offers.
A Web site that began its life with a strong focus on real estate investment opportunities in southern Ontario has morphed into an impressively robust information site that carries a wealth of useful – and free – advice on home renovation, decoration, maintenance and home electronics. Of course, the site also features a section on real estate.
Relaunched last month after a major overhaul, eieihome.com earns its keep by acting as referral service that puts contractors and other home services suppliers in touch with consumers looking for help in specific areas of home maintenance.
The way it works is this: A consumer selects the kind of service they’re looking for from a list of more than 90 categories, such as plumbing or home security. They then simply click on a map of their community to get a list of three pre-screened service providers in their area.
Eieihome.com, owned by Toronto-based Simmonds Capital Limited, charges service providers for the privilege of joining the referral program. There is no charge to the consumer for initiating a search.
The site also generates revenue through banner ads placed by its ‘alliance partners’ – firms such as Inglis, Sears and Union Energy. With the site currently servicing primarily the southern Ontario and southern B.C. regions, eieihome.com’s parent company, which is publicly traded on the TSE, says its immediate goal is to expand the site’s coverage across Canada and, eventually, into the U.S.
Other features of the site include free classified ads, discussion areas, contests, garage sale listings and home shopping, a free monthly electronic newsletter, hot tips for homeowners, and even a limited number of employment listings.
With Simmonds having just hired Toronto-based ad shop Concepts Inc. to develop a national advertising and public relations plan for eieihome.com, it appears the company will soon be in a position to build some interesting extensions onto its already impressive Web edifice.
