A romp through online marketing for agents Apr 24 th 2008

What’s happening in our market?

What’s happening in our market?

PROPERTY MARKETING SPEND CONTINUES TO GROW £m

BUT PROPERTY PRICE TRENDS LOOK BLEAK

WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... Inventory is scarce – applicants are plentiful Winning vendor instructions is everything Houses sell themselves Think: “6 sealed bids over offer” New agents spring up Flush with commissions from fast market During a property boom agents spend… … but when the market turns down Housing stocks piles up – applicants evaporate Velocity in the market halves Think: “No viewings despite price reduction” Agency commission revenues dry up Agencies consolidate / close Marketing tightens fast

Inventory is scarce – applicants are plentiful

Winning vendor instructions is everything

Houses sell themselves

Think: “6 sealed bids over offer”

New agents spring up

Flush with commissions from fast market

During a property boom agents spend…

… but when the market turns down

Housing stocks piles up – applicants evaporate

Velocity in the market halves

Think: “No viewings despite price reduction”

Agency commission revenues dry up

Agencies consolidate / close

Marketing tightens fast

WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... Inventory is scarce – applicants are plentiful Winning vendor instructions is everything Houses sell themselves Think: “6 sealed bids over offer” New agents spring up Flush with commissions from fast market Advertising reflects this... “ Offline press important to win instructions” “ A portal or two are thrown in as they are cheap” During a property boom agents spend… … but when the market turns down Housing stocks piles up – applicants evaporate Velocity in the market halves Think: “No viewings despite price reduction” Agency commission revenues dry up Agencies consolidate / close Marketing tightens fast Advertising reflects this... “ Attention shifts to include seeking applicants” “ Cut costs – turn to portals – especially the #1”

Inventory is scarce – applicants are plentiful

Winning vendor instructions is everything

Houses sell themselves

Think: “6 sealed bids over offer”

New agents spring up

Flush with commissions from fast market

Advertising reflects this...

“ Offline press important to win instructions”

“ A portal or two are thrown in as they are cheap”

During a property boom agents spend…

… but when the market turns down

Housing stocks piles up – applicants evaporate

Velocity in the market halves

Think: “No viewings despite price reduction”

Agency commission revenues dry up

Agencies consolidate / close

Marketing tightens fast

Advertising reflects this...

“ Attention shifts to include seeking applicants”

“ Cut costs – turn to portals – especially the #1”

WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... Inventory is scarce – applicants are plentiful Winning vendor instructions is everything Houses sell themselves Think: “6 sealed bids over offer” New agents spring up Flush with commissions from fast market Advertising reflects this... “ Offline press important to win instructions” “ A portal or two are thrown in as they are cheap” During a property boom agents spend… … but when the market turns down Housing stocks piles up – applicants evaporate Velocity in the market halves Think: “No viewings despite price reduction” Agency commission revenues dry up Agencies consolidate / close Marketing tightens fast Advertising reflects this... “ Attention shifts to include seeking applicants” “ Cut costs – turn to portals – especially the #1” Largest portals win over 2 nd tier portals and offline media – as agents cut costs and look to web for efficiency on the applicant side of their business

Inventory is scarce – applicants are plentiful

Winning vendor instructions is everything

Houses sell themselves

Think: “6 sealed bids over offer”

New agents spring up

Flush with commissions from fast market

Advertising reflects this...

“ Offline press important to win instructions”

“ A portal or two are thrown in as they are cheap”

During a property boom agents spend…

… but when the market turns down

Housing stocks piles up – applicants evaporate

Velocity in the market halves

Think: “No viewings despite price reduction”

Agency commission revenues dry up

Agencies consolidate / close

Marketing tightens fast

Advertising reflects this...

“ Attention shifts to include seeking applicants”

“ Cut costs – turn to portals – especially the #1”

So if the web is important... ...we better look around

So if the web is important...

...we better look around

MARKET SHARE OF PORTAL TYPE COMPETITORS

MARKET SHARE OF PORTAL TYPE COMPETITORS

MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate

MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction...

MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction... ...others hold mid-ground

MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction... Old Media has no grip ...others hold mid-ground

MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction... Old Media has no grip New portals small but growing ...others hold mid-ground

Let’s see some of those established ones...

Let’s see some of those established ones...

And what’s all this new fangled stuff?

And what’s all this new fangled stuff?

SLOWLY BUT SURELY SEARCH IS ATTACKING DIRECTORY... Directories / Marketing Portals… … Property Search Engines

Directories / Marketing Portals…

… Property Search Engines

SLOWLY BUT SURELY SEARCH IS ATTACKING DIRECTORY... Mature market – concentrating Eg: Rightmove / PropertyFinder etc... Agents pay to list – incomplete coverage Fixed tenancy per branch/month pricing Legacy technology Mapping rare, though coming Try to keep traffic in (walled garden) Directories / Marketing Portals… … Property Search Engines Insurgent, immature market - growing Eg: Zoomf / Nestoria / DotHomes etc... All agents are included - Free to list PPC or Pay-per-Lead model Narrow, focused, fast sites Mapping paridigm prevalent Trying to send traffic out (search) “ Traffic” and “Inventory” are the two keys to success You have an opportunity to compete in this market – as search rolls through

Mature market – concentrating

Eg: Rightmove / PropertyFinder etc...

Agents pay to list – incomplete coverage

Fixed tenancy per branch/month pricing

Legacy technology

Mapping rare, though coming

Try to keep traffic in (walled garden)

Directories / Marketing Portals…

… Property Search Engines

Insurgent, immature market - growing

Eg: Zoomf / Nestoria / DotHomes etc...

All agents are included - Free to list

PPC or Pay-per-Lead model

Narrow, focused, fast sites

Mapping paridigm prevalent

Trying to send traffic out (search)

RIGHTMOVE: A walled garden

SEARCH SITES: Open traffic

WHAT COMES OUT... Directories / Marketing Portals… … Property Search Engines Phone leads Email leads Paid traffic Free traffic Phone leads Email leads Paid traffic Free traffic

Directories / Marketing Portals…

… Property Search Engines

SPECTRUM OF APPROACHES... Web 2.0 Search Insurgents Established Portals

SPECTRUM OF APPROACHES...

SPECTRUM OF APPROACHES... Walled Garden Feeds Leads only Pay to list Narrow sites Growing Established Power APIs Search Automated Agent relations Scraping Direct sales Pay-per-click Traffic only Leads and traffic Directory Free to list Closed networks

Ok, but what does this mean for my marketing?

Ok, but what does this mean for my marketing?

AGENT MARKETING STRATEGY (1) Set your objectives clearly Branding? Instructions? Applicant leads: Phone / Email / Traffic Set yourself up with the right tools A “powerful” website – to convert leads Integrated to back office software With basic, clear analytics / CRM / reporting Set and manage your marketing budget appropriately Re-balance between Print / Online Old guard / Online New Measure and rebalance Assess the success of your campaigns On applicant leads measure: Cost per lead / per call / traffic

Set your objectives clearly

Branding?

Instructions?

Applicant leads: Phone / Email / Traffic

Set yourself up with the right tools

A “powerful” website – to convert leads

Integrated to back office software

With basic, clear analytics / CRM / reporting

Set and manage your marketing budget appropriately

Re-balance between Print / Online Old guard / Online New

Measure and rebalance

Assess the success of your campaigns

On applicant leads measure: Cost per lead / per call / traffic

AGENT MARKETING STRATEGY (2) Print - a vital base (though biggest area to save) Instructions Older audience / reach Online old guard – power and value for money Applicant leads – vital mkting in tough times Which are cost effective in your area? Online search – growth model Free to play at a base level – so nuts not to Experiment with paid services to drive leads Think of your advertising in the same way you would a balanced investment portfolio: You need some low risk bonds / some moderate equities AND some growth stocks Balance your budget appropriately: 1 2 3 Re-balance Print Portals Print Portals Search

Print - a vital base (though biggest area to save)

Instructions

Older audience / reach

Online old guard – power and value for money

Applicant leads – vital mkting in tough times

Which are cost effective in your area?

Online search – growth model

Free to play at a base level – so nuts not to

Experiment with paid services to drive leads

And who are you?

And who are you?

WE BUILD WEBSITES FOR AGENTS - FOR FREE

Thank you [email_address]

Thank you

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