auckland city apartments presentations - 17 aug 09
TRANSCRIPT
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How the internet is transforming real estate
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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This is real estate 2009!
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The web is central to real estate in 2009!
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78%
63%
46%
40%
38%
38%
36%
35%
31%
29%
5%
4%
4%
2%
9%
69%
55%
55%
49%
34%
25%
25%
24%
43%
21%
2%
4%
2%
7%
Specialist Real Estate Websites
Company Real Estate Websites
Specialist Real Estate Magazines
Community/Local newspapers
Company Real Estate Magazines
Search Engines
For Sale Signs
Real Estate Brochures
Metropolitan Newspapers - print or online editions
Real Estate Office Window Displays
Billboards
Consumer Magazines
Television
Directories
Other
2009
2008
NZ: Media usage – searching for property
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…newspapers are history!
3% 11%
4%
48%
27%
34%
68%
Specialist Real Estate Magazines
Specialist Real Estate Websites
Not at all useful Not useful Neither useful nor not useful Useful Very Useful
13%
8%
26%
14%
12%
31%
25%
22%
32%
40%
41%
9%
9%
17%
Met. Newspapers - print/online
Community/Local newspapers
Consumer Magazines
Not at all useful Not useful Neither useful nor not useful Useful Very Useful
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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“Edutainment”
Breadth
Understanding interest / behaviour
Browse full set of listings in target areas
Depth
“Serious buyers”
Narrow down to view target listings in area Narrow down to view target listings in area
Quick-look filter Quick-look filter
Deeper filter & inspirationDeeper filter & inspiration
Price check & risk reductionPrice check & risk reduction
Depth
Browse full set of listings in target areas
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Evolving consumer experience
Searching for propertybuy
Searching for someone to help me sell my property
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25,0166,000 / week
25,0166,000 / week
3,6364,500 / week
3,6364,500 / week
7,8103,500 / week
7,8103,500 / week
41,107100,000 / week
41,107100,000 / week
10,10315,000 / week
10,10315,000 / week
17,4128,000 / week
17,4128,000 / week
7,16230,000 /
week
7,16230,000 /
week
Not one site – many audiences
110,000 listings – 168,000 sessions per week110,000 listings – 168,000 sessions per week
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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The web is critical in real estate marketing - Over 1,000,000 sessions of searching per week..
34% up on same period last year
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..early signs of seasonal pick up – the web provides a critical lead indicator
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To match increase searching – more listings coming onto the market
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Specific data on the apartment market..
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Rich / comprehensive property information
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Property information at your finger tips
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1,528,000 properties in NZ
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Every property has a web page
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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What are they looking for?
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Google Maps – real estate
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Address
Accurate pricing Large images / high quality images
Maps
Get the basics right!
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Richer and richer information
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Email alerts – first impressions count!
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Your listings – for your client and for you
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Featured listings
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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
17 times more views
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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
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Buyers - call to action
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1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
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1998 : 26,000,000 web pages1998 : 26,000,000 web pages
2000: 1,000,000,000 web pages2000: 1,000,000,000 web pages
2008: 1,000,000,000,000 web pages2008: 1,000,000,000,000 web pages
100,000,000,000 clicks per day100,000,000,000 clicks per day
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Courtesy of Business 2.0
How to be found on Google!
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The power of links
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To be found you need to be online
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Part 1: Find yourself on Google
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Free profile page – linked to your listings
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Sell yourself!
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Promote yourself everyday to over 15,000 people a day
Just 3 agents per suburb
July / Aug / Sep
$15 / $75 / $150 per month
Online ordering and credit card transaction
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Login / sign up / profile yourself
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“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
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Enjoyed the presentation?
www.tinyurl.com/nzrealestatewww.tinyurl.com/nzrealestate
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Proudly supporting the real estate
industry
Proudly supporting the real estate
industry