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The path ahead for property portals
 

The path ahead for property portals

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Our presentation at the Property Portal Watch session at Inman August 2009 in San Francisco

Our presentation at the Property Portal Watch session at Inman August 2009 in San Francisco

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    The path ahead for property portals The path ahead for property portals Presentation Transcript

    • http://www.flickr.com/photos/darwinbell/290744139 Property Portal Watch Workshop San Francisco - August 4, 2009 The Path Ahead for Property Portals
    • Who are we? http://www.flickr.com/photos/jima/243309196/ and many more… Clients:
    • We speak with everyone http://www.flickr.com/photos/23680544@N07 Regularly speak with 50+ portals in many markets, media sites, etc
    • Current web thinking OLD NEW
      • Closed
      • Own the user
      • Brand
      • Offline advertising
      • Size
      • Pageviews/Display
      • Profit Driven
      • Open
      • Let the user go
      • Experience
      • Word of mouth
      • Speed
      • Actions
      • User first
    • Topics http://www.flickr.com/photos/tantek/22778226/
      • Is content king?
      • Openness?
      • At what cost SEO?
      • Google?
      • New models?
      • Print?
    • Is Content King? My database is bigger than yours
    • Is the database a differentiator? http://www.flickr.com/photos/adesigna/3237575990/
    • Do users care? http://www.flickr.com/photos/fun3/417463333/
    • Maybe bigger isn’t better?
    • Definition of content has evolved
    • User Generated Content
    • Or is it user experience that matters? http://www.flickr.com/photos/superbomba/3560084221
    • Discussion Is database size critical? How is community/UGC relevant for real estate? What matters, size or speed?
    • facebook
    • Twitter
    • Yahoo!
    • Should you let the user leave your site? http://www.flickr.com/photos/cpstorm/140115572/
    • Who owns the user? Portal Estate Agent Seller ?
    • Discussion Is “owning” the user still valid? Should you let the user leave? Should you let others in?
    • Friend or Foe? Property Portal http://www.flickr.com/photos/ittybittiesforyou/3528619275
    • Free!!!!
    • Free!!!! Users!!!!
    • Free????
    • If Google had to do SEO http://www.meangene.com/google/google1.html
    • The Cost of SEO
      • time, effort
      • expertise required
      • lose control over product
      • lack of transparency
    • Discussion Is relying on SEO healthy? Is there any alternative? Should you diversify your sources of traffic? Is it safe to rely on a potential competitor?
    • Keeping the users
    • Keeping the users (2)
    • Is this the internet users want?
    • Targeting SMEs
    • Targeting agents
    • Google Real Estate
    • How will Google get users? “ The ascent of Google Maps is a result of the shortcut in the search results on Google. 61% of visits to Google Maps came directly from Google last week.” Heather Hopkins, Hitwise http://weblogs.hitwise.com/us-heather-hopkins/2009/02/google_maps_edges_closer_to_ma_1.html
    • The cream rises to the top, right?
    • Who owns the user? Portal Estate Agent Seller
    • Current web thinking
      • Closed
      • Own the user
      • Brand
      • Offline advertising
      • Size
      • Pageviews/Display
      • Profit Driven
      OLD NEW
      • Open
      • Let the user go
      • Experience
      • Word of mouth
      • Speed
      • Actions
      • User first
    • Discussion Is Google a portal? Is Google defending the user? Is Google neutral? What are the challenges Google Real Estate faces? What should portals do?
    • New models? http://www.flickr.com/photos/35421063@N00/2731757488
      • Inclusion
      • flat fee
      • ex: Yellow Pages
      • Audience
      • Pay for audience
      • ex: newspapers
      • Performance
      • results
      • ex: search
      • Free
      • ads
      • ex: globrix, gumtree
    • Is free really viable? Registration Detail pages Financial services Related info Upselling Adsense
    • Should you be thinking about performance?
    • Agents want the users
      • Not all agents, but growing number
      • Invested in website
      • Google trains them
      • with Analytics, Adwords
    • Migration is hard http://www.flickr.com/photos/pnoid00/1909096140
    • What do you sell? Performance http://www.flickr.com/photos/al-stan/3093809724/ Branding http://www.flickr.com/photos/funkyah/455336901/
    • Discussion Are new models viable? What do agents want? Is it possible for giants to change model?
    • Print? http://www.flickr.com/photos/bluefootedbooby/352172004
    • Print is dead Source: ImmoStudie 2009
    • Offline and Online Search by id num, from newspaper
    • Long live media groups!
    • Discussion Is online AND offline more powerful than just online? Has the window closed for old media? Why are so many leading players pure online?
    • Conclusions http://www.flickr.com/photos/fliegender/236372712
      • Content still king, but less so
      • Preference better than ownership
      • Nothing is free
      • New models coming
      • Not all print is dead
      • Speed is critical
    • Learn more We’re here all week. Let’s chat. http://blog.nestoria.co.uk Twitter: @nestoria http://www.flickr.com/photos/foundphotoslj/466722575/
    • Questions? http://www.flickr.com/photos/calavera/65098350/