short story: how internet changed real estate market… jarosław sobolewski – ceo, iab poland
TRANSCRIPT
Short story: How Internet Short story: How Internet
changed Real estate market…changed Real estate market…Jarosław Sobolewski – CEO, IAB Poland
We are back in the business !
IAB UK for Engage 2006
Everything began in the USA
The idea of Multiple Listing Systems
Paper was King in business in 90-ies
- stabilised market
- wide range national and regional titles
- customers trust in medium
- advertisers interest and support
- low prices of ads
- no real alternative
First polish Real estate classified vortal looked like Craigslist.com
- short information (press style ads)
- no photos
- low interest of advertisers and users
- small databases
First professional Real estateclassifieds vortal at Trader.pl
- trainings
- technical support
- up to date products
- new technologies
- national promotion
What convinced advertisersto Internet
- availability
- capacity
- photos
- ability to save time…
…and cut costs
Websites vs. Powerpages
+private+own domain+prestige+flexibility
- promotion- hosting- development- high costs
+traffic+trainings+support+promotion+low costs
- fixed products- more competition
BOOM of 2006
McCann Erickson Poland
BOOM of 2006
- marker rush after joining EU- less properties to trade- customers sell privatly- more buyers than sellers- competition between agents grow stronger
Internet advertising became the key to success!
Powerpages*
*Private analysis
Internet driven changes so far
- large databases of ads- rich ads content- maps and localisation mash-ups - property value analysis for everyone
Effects:
- one day sells- new realtors and competition on the market
Ads online*
*Private analysis
Online advertising defects
-offers duplication
-outdated ads
-false ads
-late or no responce on e-mail inquiries
Other changes
- software developers build RE vortals
- media owners create software
- properties trade by owners
- lower cost advertising
- profiled websites for special categories
Paper in retreat !
* Gemius Megapanel
* Gemius Megapanel
* Gemius Megapanel
* Gemius Megapanel
Ad formats on the market
Realtors and private sellers use every possible
e-marketing tools to generate sells.
Ads, premium ads, buttons, banners, billboards, maps,
Adwords, e-mailings, websites, blogs
New trends
Maps !, mash-ups, video, virtual tours, blogs,
social networks
Maps
Mash-ups
Video
Virtual Tours
Blogs
Social networks