Presentation to Bayleys Christchurch - Sep 8 2009

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Presentation to Bayleys Christchurch - aspects of online marketing for real estate in NZ. Better understanding the marketing of individual listings as well as building your online profile to build your client referral business.

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Presentation to Bayleys Christchurch - Sep 8 2009

  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. The web is central to real estate in 2009!
  6. 6. NZ: Media usage – searching for property
  7. 7. 95% consider specialist website useful / very useful Consumer attitudes to online search Consumer attitude - newspapers ??
  8. 8. Traditional model has changed
  9. 9. Buyers in control
  10. 10. Relationship with buyers has changed 5 – 10 years ago Today Research / Research / Research
  11. 11. “ Traditional agents will not be replaced by technology... ..they will be replaced by agents with technology” Real estate professionals need to change!
  12. 12. <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
  13. 13. “ 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
  14. 14. Evolving consumer experience Searching for property
  15. 15. Evolving consumer experience Searching for property buy Searching for someone to help me sell my property
  16. 16. 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
  17. 17. Understanding interest / behaviour
  18. 18. <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
  19. 19. >1,000,000 sessions per week 40% up on same period last year
  20. 20. Seasonal pick up– the web provides key indicator
  21. 21. Supply and demand in the local market
  22. 22. Rich / comprehensive property information
  23. 23. Property information at your finger tips
  24. 24. 1,528,000 properties in NZ
  25. 25. Every property has a web page
  26. 26. <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
  27. 27. What are they looking for?
  28. 28. Address Accurate pricing Large images / high quality images Maps Get the basics right!
  29. 29. Richer and richer information
  30. 30. Information online – StreetView from Google
  31. 31. Google Maps – real estate
  32. 32. Email alerts – first impressions count!
  33. 33. Your listings – for your client and for you
  34. 34. Featured listings
  35. 35. 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
  36. 36. 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
  37. 37. Buyers - call to action
  38. 38. <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
  39. 40. <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>
  40. 41. Courtesy of Business 2.0 How to be found on Google!
  41. 42. The power of links
  42. 43. To be found you need to be online
  43. 44. Part 1: Find yourself on Google
  44. 45. Part 2 : Be found on Google
  45. 46. 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>
  46. 47. Blogs – hosted on realestate.co.nz
  47. 48. What buyers want information on?
  48. 49. Social Media – building a profile
  49. 50. Free profile page – linked to your listings
  50. 51. Sell yourself!
  51. 52. 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>
  52. 53. Login / sign up / profile yourself
  53. 54. “ 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
  54. 55. Enjoyed the presentation? www.tinyurl.com/nzrealestate
  55. 56. Proudly supporting the real estate industry

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