geomarketing and gis tools for real estate sales and financial planning
DESCRIPTION
Presentation by AIS on Esri European User Conference 2011.TRANSCRIPT
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© AIS 2002- 2012
G r o u p
Geomarketing and
GIS tools for real
estate sales and
financial planning
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© AIS 2002- 2012
G r o u p
© AIS
Wiser and richer
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© AIS 2002- 2012
G r o u p
© AIS
Who?
Where?
How many?
How much?
Price?
Demand &
Supply
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© AIS 2002- 2012
G r o u p
© AIS
Real estate
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G r o u p
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Immediate benefits Possibilities?
Naive strategy Data driven strategy
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Reach
Consumer
Communication Convenience
Cost
• Local market preferences
• Personalized
advertising
• Attraction of non
clients
• Direct marketing in
hotspots
• Client lists per
office
• Specialized agencies
by products and
consumer profiles
• Web
customization
• Consumer
profiles
• Locate
customers
• Local price definition
• Segment products
by selling potential
• Financial impact
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© AIS 2002- 2012
G r o u p
© AIS
Who?
Habits® Database
Demographic evolution
Property characteristics
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G r o u p
© AIS
Where? How many?
The target in the area of influence is quantified through an origin (buyers)
and destination (properties) precalculated data matrix
Higher
Propensity
Lower
Propensity
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G r o u p
© AIS
Geographical
sales model
Spain coverage at
census area level
Local markets effect
Price-elasticity
Real estate selling
potential
Higher smp
Lower smp
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G r o u p
© AIS
Price policies
ROI calculation
Portfolio optimization
Minimum offer price to accept
Houses Apartments
Discount Sold houses ROI Discount Sold apartments ROI
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© AIS 2002- 2012
G r o u p
© AIS
Campaign designing
Census area level data allows a selection of the best properties in
terms of selling probability by zone and price
Definition of the best channels to act through (offices, agencies,
cashiers, mailing…)
Adaptation of the message to reach segmented markets
Give a look at the real estate
selection we have made for you
We have thoroughly chosen those properties
which stand out the most from our stock and
which could be the beginning of new horizons
and projects for you
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© AIS 2002- 2012
G r o u p
© AIS
Conclusions
New business strategy
through GIS data analysis
250% ROI
Path to follow in other
sectors?
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© AIS 2002- 2012
G r o u p
AIS Intelligent Decisions
c/ Castillejos, 365, 2ª Planta 08025
Barcelona - España
Tel: +34 93 414 35 34 Fax: +34 93 414 10 28
www.ais-int.com