the road ahead: steve berkowitz on returning realtor.com® to #1
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REALTOR.COM TELLS
THE REAL ESTATE STORYIN THE DIGITAL WORLD.
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Active
Searchers:35%
ONE IN THREE USERS IS ACTIVELYSEARCHING FOR A PROPERTY
27% 28%
7% 7%
25% 24%
35% 34%
6% 5%
2013 2014
Mandatory Movers
Explorers
Opportunists& Dreamers
Market Watchers
RecentlyBought/Rented
Q: Which ONE of the fo l lowing s tatements best descr ibe you r curren t s ta te of mind w hen i t com es to the real es tate market?Source: Consumer Brand Tracking Study, Westerberg Consulting, February 2014
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18%
49%
17%
15%
67%
27%
6%
2014
RENTERS ARE A HIGH POTENTIALSEGMENT
Living with other peoplewho rent or own
Rent
Own
74%of these active
renters are lookingto buy
Passive Searchers
Active Searchers
Q: Do you own or ren t the home where you curren tly l ive?
Q: Which ONE of the fo l lowing s tatements best descr ibes yo ur curren t s ta te of mind w hen i t com es to the real es tate market?Source: Consumer Brand Tracking Study, Westerberg Consulting, February 2014
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94%OF MOBILEREAL ESTATE
CONSUMERS USE ATLEAST ONE OF THE TOPTHREE SITES*
*Represents total unduplicated audience across realtor.com, Zillow and TruliacomScore Mobile Metrix Unique Visitors, March 2014
25%
69%
6%
MOBILE REAL ESTATE CONSUMERS
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49 % INCREASEIN APPDOWNLOADSSince 2012
Move internal metrics
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74%
73%
59%
58%
54%
Fresh up-to-date data
Comprehensive & accurate data
Ease of use
High quality photos & videos of properties
Precise search and filtering
Respondents answered Extremely Important toQ: How imp ortant are the fol lowin g at t ributes for cho osin g the Internet Real Estate Service you us e most often?Source: Consumer Brand Tracking Study, Westerberg Consulting, February 2014
WHAT CONSUMERS REALLY WANT FROM A REAL ESTATE EXPERIENCE
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25%
37%
16%
5%
14%
1%
1%
As soon as I started thinking about buying, sellingor renting
As soon as I knew I was ready to buy, sell or rent
As soon as I figured out which area I wanted to buy
or rent in
As soon as I determined my price range
As soon as I found a property I liked
As soon as I was ready to put down an offer
Before or right after I got financing approved 2014 2013
S e ar ch
ph
a s e
WHAT CONSUMERS REALLY WANT TO ENGAGE A REALTOR EARLY
Q: At wh at poin t in the process d id you/have you typical ly engaged a real es ta te profess ional?Sources: Consumer Brand Tracking Study, Grossnickle Consulting, February 2013
and Consumer Brand Tracking Study, Westerberg Consulting, February 2014
Of f er
ph a
s e
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75%
65%
55%
66%
63%
75%
66%
12%
32%
9%
8%
2%
14%
19%
Complete transaction; closing process and documents
Negotiate the deal
Understand financing; identify qualified lenders
Evaluate properties; compare to competing properties
Provide exclusive information or access
Search for properties that fit my needs
Educate me on home buying process
Most Important Valuable
Q: How valuable was you r real es ta te profess ional in help ing yo u dur ing your m os t recent purchase or ren ta l?
Q: What i s the m os t im portan t way your real es tate profess ional ass i s ted you in the ren tal or pu rchase process?Source: Consumer Brand Tracking Study, Westerberg Consulting, February 2014
WHAT CONSUMERS REALLY WANT FROM A REALTOR
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1 THE INDUSTRY WEBSITE realtor.com exists to help ensurea REALTOR participates inevery transaction
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Connect the REALTOR brand to a younger, mobile audience
Introduce the REALTOR brand to renters
Introduce a more personalized experience
Offer the best find the right REALTOR for me experience
Deliver an engaging experience that both attracts usersand stands as our platform for REALTOR differentiation,consumer editorial, and advocacy
THE ROAD AHEAD
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TODAY BEFORE
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iTUNES APP STORE
Most accurate app!!
This is the only app I have come across that isextremely accurate with the homes listed for sale/rent.
A lot of apps like zillow, for example, tend to havehouses listed that have already been sold/rented out.So I give this app 5 starts!!
Very useful app
I love seeing the bigger photos and being able to findhomes for sale either on a map or right where you are- using the scout feature. The information is reallyaccurate too - it updated my neighborhood listingspromptly as they changed.
Easy to use, found new home in hours!
This app was very helpful in finding our new home.Loved the way it let's you search by school district,and by elementary schools. Also our Agent wouldsend her suggestions right through the app so that wecould view homes she knew we were interested in.Overall, extremely helpful.
GOOGLE PLAY
I like it better than Trulia
My go-to app for real estate
Better than zillow or any other I have used. Great appand easy to use.
I use this app, Trulia and Zillow, but this app is thefastest in terms of what is put on the market and thestatus. It also has homes that may not be on both ofthe others, so it is more complete for me. I am ahomeowner who will put my house in the market nextmonth and will buy a new home .
Best REAL ESTATE app I've seen yet
Best app on android for soon to be homeowners .
I love this app! Listing are easy to find. I get alertswhen something comes up which fits my interests.Found 4 homes in 6 months .
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Powered by realtor.com
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WE ARE HERE
BECAUSE OF YOU
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2 A STRONG PARTNERSHIPrealtor.com representsthe best brand
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REALTOR
REAL ESTATE=
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REALTOR.COM IS NOT
JUST YOUR TECHNOLOGYPARTNER, IT IS ALSOA BRAND PARTNER.
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3 MEMBER SUPPORTrealtor.com supports REALTORS at the local level
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Sunnyvale, California
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PREMIUM FORNON-MEMBER
AGENTS
20%
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4 THE BEST CONTENTProvide the best content on the sitecarrying the REALTOR brand
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100 %OF THE U.S. PROPERTIESFOR SALE ARESOURCED FROM
YOU
NEARLY
You refers to multiple listing services and brokers
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THE LARGEST ANDMOST ACCURATE SITEIN THE U.S.
A STRONG REALTOR
PRESENCE GLOBALLY
GLOBAL REACH FOR YOU
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Sources: Move, Inc. internal metrics Q1 2014;
GLOBAL REACH FOR YOU realtor.com/international
Argentina ArubaBahamasBelizeBulgaria
BrazilCanadaChileColombiaCosta Rica
GreeceHondurasIndiaIrelandIsrael
CroatiaCyprusDominican RepublicEl SalvadorFrance
ItalyJamaicaLatviaMaltaMexico
RomaniaSaint LuciaSerbiaSlovakiaSpainThailand
MoroccoNetherlands AntillesNew ZealandPhilippinesPolandPortugal
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UPDATEDEVERY
MINUTES15
OVER
90%
OF PROPERTIESLISTED FOR SALE
Sources: Move, Inc. internal metrics Q1 2014
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5 CONNECTINGCONSUMERS & REALTORS Quality traffic growth equates toquality consumer connections
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Average Monthly Listing Leads
300 %GROWTH
SINCE 2009
LEAD GROWTH
2 0 0 9
2 0 1 0
2 0 1 1
2 0 1 2
2 0 1 3
2 0 1 4
M A R - 1
4
+
Source: realtor.com Internal Metrics
HIGHEST LEAD CONVERSION RATE
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HIGHEST LEAD CONVERSION RATEAMONG THE TOP 3 PORTALS
38
39
127
Trulia.com
Zillow.com
Number of respondents naming each site when asked, Which website has the best conversion rate?
Source: PAA Research Independent Study, June 2013
HIGHEST QUALITY LEADS
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HIGHEST QUALITY LEADS
Percent of respondents answering Slightly High, Moderately High or Extremely High to:How would you rate the quality of leads you get from .?
Source: RBC Capital Markets Survey, March 2014
41%
38%
45%
Zillow
Trulia
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HOME BUYERS HAVE BEENMISLED BY OUR COMPETITORS
FOR A LONG TIME, AND FEW REALIZETHERES A BETTER OPTION.
CONSUMER INSIGHT
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BECAUSE OF OUR ACCURATE,UP-TO-DATE LISTINGS,
REALTOR.COM IS THE BETTER,SMARTER OPTION
BRAND INSIGHT
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SEARCH FOR YOUR HOMETHE ACCURATE WAY
BRAND STRATEGY
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ACCURACY MATTERS At realtor.com , we update our site constantly, because
accuracy is a passion of ours. Its integral to everything we do
because its integral to finding the right home at the right time.
BRAND CAMPAIGN
And were damn proud of it.
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#Accuracy Matters
VIEW THE CURRNET BRAND CAMPAIGN AT
http://marketing.realtor.com/consumerads/
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