Harcourts - St Heliers 14 Sep 09

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Presentation to sales team at Harcourts - St Heliers 14 Sep 09.

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Harcourts - St Heliers 14 Sep 09

  1. 1. How the internet is transforming real estate
  2. 2. <ul><li>The web is the home of real estate </li></ul><ul><li>Understanding the buyer behaviour </li></ul><ul><li>The web provides rich information </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>How to make the most of the web
  3. 3. This is real estate 2009!
  4. 4. Latest research from USA – the web #1 for search National Association of Realtors Home Buyer Survey 2008
  5. 5. NZ: Media usage – searching for property
  6. 6. Traditional model has changed
  7. 7. Buyers in control
  8. 8. Relationship with buyers has changed 5 – 10 years ago Today Research / Research / Research
  9. 9. “ Traditional agents will not be replaced by technology... ..they will be replaced by agents with technology” Real estate professionals need to change!
  10. 10. <ul><li>The web is the home of real estate </li></ul><ul><li>Understanding the buyer behaviour </li></ul><ul><li>The web provides rich information </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>How to make the most of the web
  11. 11. “ Edutainment” Breadth Understanding interest / behaviour Browse full set of listings in target areas Browse full set of listings in target areas Depth “ Serious buyers” Narrow down to view target listings in area Quick-look filter Deeper filter & inspiration Price check & risk reduction Depth
  12. 12. Evolving consumer experience Searching for property
  13. 13. Evolving consumer experience Searching for property buy Searching for someone to help me sell my property
  14. 14. 25,016 6,000 / week 3,636 4,500 / week 7,810 3,500 / week 41,107 100,000 / week 10,103 15,000 / week 17,412 8,000 / week 7,162 30,000 / week Not one site – many audiences 110,000 listings – 168,000 sessions per week
  15. 15. Understanding interest / behaviour
  16. 16. <ul><li>The web is the home of real estate </li></ul><ul><li>Understanding the buyer behaviour </li></ul><ul><li>The web provides rich information </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>How to make the most of the web
  17. 17. >1,000,000 sessions per week 40% up on same period last year
  18. 18. Seasonal pick up– the web provides key indicator
  19. 19. Supply and demand in the local market
  20. 20. Rich / comprehensive property information
  21. 21. Property information at your finger tips
  22. 22. 1,528,000 properties in NZ
  23. 23. Every property has a web page
  24. 24. <ul><li>The web is the home of real estate </li></ul><ul><li>Understanding the buyer behaviour </li></ul><ul><li>The web provides rich information </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>How to make the most of the web
  25. 25. What are they looking for?
  26. 26. Address Accurate pricing Large images / high quality images Maps Get the basics right!
  27. 27. Richer and richer information
  28. 28. Information online – StreetView from Google
  29. 29. Google Maps – real estate
  30. 30. Email alerts – first impressions count!
  31. 31. Your listings – for your client and for you
  32. 32. Featured listings
  33. 33. Featured listings – cost effective advertising Negotiation Auction Listing # 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
  34. 34. 14 days with a featured listing delivers an audience of over 10 times more viewings than a regular listing $250 inc GST Featured listing for just Vendor paid marketing – that delivers
  35. 35. Buyers - call to action
  36. 36. <ul><li>The web is the home of real estate </li></ul><ul><li>Understanding the buyer behaviour </li></ul><ul><li>The web provides rich information </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>How to make the most of the web
  37. 38. <ul><li>1998 : 26,000,000 web pages </li></ul><ul><li>2000: 1,000,000,000 web pages </li></ul><ul><li>2008: 1,000,000,000,000 web pages </li></ul><ul><li>100,000,000,000 clicks per day </li></ul>
  38. 39. Courtesy of Business 2.0 How to be found on Google!
  39. 40. The power of links
  40. 41. To be found you need to be online
  41. 42. Part 1: Find yourself on Google
  42. 43. Part 2 : Be found on Google
  43. 44. Blogging – conversations online <ul><li>Web page </li></ul><ul><li>Library of articles </li></ul><ul><li>Profile </li></ul><ul><li>Authentic / Transparent </li></ul><ul><li>Requires commitment </li></ul><ul><li>The most powerful form of marketing </li></ul>
  44. 45. Blogs – hosted on realestate.co.nz
  45. 46. Social Media – building a profile
  46. 47. Free profile page – linked to your listings
  47. 48. Free page – add full profile
  48. 49. Sell yourself!
  49. 50. Promote yourself everyday to over 15,000 people a day <ul><li>Just 3 agents per suburb </li></ul><ul><li>July / Aug / Sep </li></ul><ul><li>$15 / $75 / $150 per month </li></ul><ul><li>Online ordering and credit card transaction </li></ul>
  50. 51. Login / sign up / profile yourself
  51. 52. “ 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
  52. 53. Enjoyed the presentation? www.tinyurl.com/nzrealestate
  53. 54. Proudly supporting the real estate industry
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