realestate.co.nz online marketing - hawkes bay apr 2009

Using online to build your career

..what you need to know

• The marketplace

• Online real estate

• Changing face of real estate

• Marketing online – your listings

• Marketing online – yourself

Real Estate NZ – our industry

2 very different decades

Market value trebled in 6 years

$41 billion

$22 billion

$13 billion

Continued price declines

The highs and the lows – property sales

122,000

54,000

63,000

Strong start to 2009

Supply and demand in the local market

Latest research from USA – the web #1 for search

National Association of Realtors Home Buyer Survey 2008

More and more people searching online for property

Over 1,000,000 visitor sessions per week through February & March up 22%

Graph represents the aggregation of website visitor sessions across 9 company and portal real estate websites

Up to the minute activity in the market - emails

Consistent growth – outperforming the market

Realestate.co.nz growth ahead of the market

Realestate.co.nz – your site

Trade Me residential property listings - 57,373 includes an

estimated 6,000 private listings

The changing face of real estate?

Traditional model has changed

Buyers in control

Relationship with buyers has changed

5 – 10 years ago

Today

Research / Research / Research

“Homebuyers & Agents have information overload.

Agents must create legitimate value-add services & become the trusted go-to person”

Stefan Swanepoel

The changing face of real estate

““Traditional agents will Traditional agents will not be replaced by not be replaced by

technology...technology...

..they will be replaced ..they will be replaced by agents with by agents with

technology”technology”

What’s really happening ?

Know your clients

• Where are they looking?

• What are they looking at?

• What are they looking for?

Where are they looking?

What are they looking at??

What are they looking for?

Property information at your finger tips

Providing information – 24hrs a day

1,528,000 properties in NZ

Comprehensive free information

Community information – where to live

• The marketplace

• Online real estate

• Changing face of real estate

• Marketing online – your listings

• Marketing online – yourself

Real Estate NZ – our industry

What do people want on real estate websites? What do people want on real estate websites?

Address

Accurate pricing Large images / high quality images

Maps

Top 5 needs met! Top 5 needs met!

Rich content

Information online – StreetView from Google

Featured listings

Generating traffic & leads

Featured listings – cost effective advertising

Negotiation AuctionListing # UPH10354 PO081104 Price range: $700k - $1m $750k - $850k

Listed: 21 Nov 21 Nov

4,114 page views in January with a featured

listing

232 page views in January

14 days with a featured listing delivers an

audience of over 10 times more viewings than a regular listing

$250 $250 inc GSTinc GST

Featured listing for just

Vendor paid marketing – that delivers

Realities of today – lead management

• Consumers will email if they have a question

• Response expectation – 2 hrs

• So how do you rate?

• Make sure you receive them!

– Check your email address

– Avoid gmail / xtra / webmail

• Respond as soon as practicable

– Use technology / or support teams

• Carefully consider your responses

Emails

1. Treat every email as a prospective buyer

2. Don’t be pushy – don’t demand a contact number

3. Answer their question

4. Treat the enquirer as a very early enquirer “I appreciate you may be at an early stage of looking for a property”

Emails – etiquette

Online marketing

Marketing a listing on behalf of a

client

Marketing yourself to secure

listings

The power of links

Understanding Google

Online reputation management

• How are you perceived by prospective clients?

• What can others find out about you?

Blogs – hosted on realestate.co.nz

Providing relevant information

Leap-froging on Google

Become the sector expert

Become the local expert

Social Media – building a profile

1. Blogs are not for everybody

2. Establish a profile online

3. Manage your online profile

4. Engage in online communities

Featured agent

Promote yourself everyday to over 15,000 people a day

Just 3 agents per suburb

April / May / June

$25 / $75 / $150 per month

Online ordering and credit card transaction

• The marketplace

• Online real estate

• Changing face of real estate

• Marketing online – your listings

• Marketing online – yourself

Real Estate NZ – our industry

Stay informed / stay connected

alistair@realestate.co.nz / kerry@realestate.co.nz / info@realestate.co.nz 0800 732 536

us!