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We’ve defined a market opportunity in a
 highly fragmented, trillion dollar industry
where half the customers are underserved...
The Problem
No other industry allows agents to systematically represent both                   $1 trillion
sides of a transaction... because of this,

                                                                                NFL ICTED
No one brand is specializing in appropriately servicing and                   CO
protecting the buyer - the entire brokerage industry is seller-
                                                                              BIASE
centric, with no clear choice for buyers.
                                                                                           D
                                                                                          OLS
Online search, based on information supplied by SELLING AGENTS
is biased and misrepresents the underlying truth of properties.
                                                                                   NO TO
Searches are hit-and-miss because there are no tools, systems or
processes in place that define what the BUYER really wants.


                                   C O N F I D E NT I A L         0512.2012           2
The industry revolves around listings
                                 Listings
           Servicing Seller
                                                       MLS Data


Re-marketing and
                                                             Marketing Properties
      Re-pricing



    Showings                                                   Ad Placement



               Staging                                   Open Houses



                              C O N F I D E NT I A L       0512.2012       3
as a buyer

Which brokerage would you choose?
       TRADITIONAL
        BROKERAGE
          80% focused on Sellers                                                    100% focused on Buyers

Seller focused – sees listings as currency
                                                                             Only represent buyers
Closed and competitive model                                                 A collaborative team vs. single agent

Agency conflicts                                                              Matching engine

Limited data from MLS/ prohibited from real              vs                  Unbiased property evaluations
unbiased comparative analysis                                                No listing conflicts



          Market Research
                                                                      Market Research

 Buyers


                                                                        Admin                                    Buyers
                                         Listings
Admin




                                                    C O N F I D E NT I A L                    0512.2012
                                                                                                                          4
Competitive vs Collaborative
             listings

                                                                                         Shared Market Knowledge
    market
                            buyers
    knowledge


                                             buyers
                                                      market
                                         listings     knowledge
                     listings


         market
         knowledge              buyers




agents are isolated in informational and experiential                        open and collaborative agents work together for
silos with their individual clients, market knowledge                            the buyer as a team with advantages of
          and are protective of their listings                                specialization and shared market knowledge


                                                              C O N F I D E NT I A L           0512.2012           5
eHarmony for Home Buyers
Style  Preferences    move  the  sliders  to  help  us  match  to  your  style

Architechture

                                                                                                Once a buyer has established a price and a
                                                                                                location - there are numerous subjective factors
                                                                                                that now become the most important - we are
  no            yes   no                       yes         no                    yes            quantifying those factors and making them
Interior                                                                                        actionable.

                                                                                                We are modeling our technology services after
  no            yes   no                       yes         no                    yes
                                                                                                dating sites rather than existing real estate
interior
                                                                                                search models.

                                                                                                We go beyond price, location and size to drill
                                                                                                down deeper into a buyer’s unique preferences.
  no            yes   no                       yes         no                    yes




                                                                                                                                        Se arch
                                                                                                                             hB eats
                                                                                       C O N F I D E NT I A L
                                                                                                                   M atc
                                                                                                                      0512.2012         6
Technology Platform
             Mobile technology for agent-generated property reviews
             designed to create clear visibility into the inventory in a market.
             Matching engine determines what a buyer is looking for: Their
             MUST- HAVE’s and where they are flexible. Gives the agent
             actionable data so they don’t have to guess. Better Buyer
             experience and customer satisfaction.

                                                                                                                                                         $ 500 k    $1M          $2M +
       IES                                                                                               Price
PROPERT

   35                                                                         sie   daisy $7
                                                                                             99k                                                         Optional                Important
                                                                     K? whoop

                                       tchen $6
                                               99k
                                                           Starirs O
                                                                                                         Location
                         m   shared ki
                 1 bedroo                                                                                Transport / Schools / Parks etc.


                                                                                                                                                         None                    Epic
                                                                                                         View
                                                                                                         Unique Features - Garage / Architecture etc.

                                                                               $500k
                                                                      Bathroom
                                                               Amzing
                                                       k
                                                ns $500                                                                                                  Average                 Special
                                     ss to trai
                    Privacy
                            and acce
                                                                                                         Style/Quality
                                                                                                         Features/ Build Quality / Garage / Architecture etc.




                                                                                                 k
                                                                              stmen   t .. $ 900
                                                                    Good inve

                                  , affordab
                                             e .. $ 60
                                                      0k                                             C O N F I D E NT I A L                                          0512.2012               7
                        Practical



       Contact
Data that matters
 We deliver unbiased market knowledge gathered
by professionals with deep local market experience.

                                Enhanced data specialized to Buyer’s needs.
                                Gathered by unbiased agents with local
                                knowledge specifically for comparative analysis


                                MLS data and Public information hybrids
                                (Zillow/Trulia etc.) used for consumer searches
                                and other broker lead-gen sites

                                Generic MLS data from listing agents
                                (this is what most brokers use)




                     C O N F I D E NT I A L               0512.2012               8
Agents drive Scale
There are several factors that will enable the model to scale quickly


                     What makes us more appealing to agents?
                     Greater Deal Flow / Faster Cycles


                     Buyers buy in 8-10 weeks


                     Listings take 22-28 weeks to Sell.


                     Consistent agent revenue from property ratings
                     Higher Commission Structure – no overhead associated
                     with marketing listings
                     Better lifestyle and culture – Agents prefer working with
                     Buyers as opposed to servicing listings that may never sell.




                           C O N F I D E NT I A L                 0512.2012         9
Marketing Properties                            vs            Brand Building

  $$$
Marketing
 Funds


  Advertising and
   Promotion of
                                                            Company
      Listings
                                                              Value



   Servicing Listings




           Properties sold                                            Social    Buyer    Market    Brand
                                                                      Media    Advocacy Data      Building
                                 Brand                                         Marketing
                               awareness



                        Minimal ROI                                     Exponential ROI
                    Minimal brand equity


                                           C O N F I D E NT I A L               0512.2012               10
Revenue Forecast
          Scaleable model with solid, sustained growth



$m 300
                                                          20k
   225                                                    TRX
                                                          $ 87.5MM BF
                                             10k
   150
                                            TRX
                                           $ 48.8 MM BF
                          10k
    75     1000          TRX
           TRX          $21.9 MM BF
          $4.4 MM BF

     0
          year 1         year 2               year 3            year 4

             Gross Revenue            Gross Revenues           based on 5 TRX per agent /year




                             C O N F I D E NT I A L                     0512.2012               11
Can’t click your way to
   buying a home
          Real estate is a people business
          - it cannot be entirely replicated online

          Our technology initiatives serve buyers:
          - Match-beats-search
          - unbiased property reviews

          No cost to the buyer

          We offer an irresistible value
          proposition to buyers




         C O N F I D E NT I A L   0512.2012     12
A better way to buy

Comprehensive
                                Matching                        Agents with a
Agent Property
  Reviews
                        +        Engine                    +   Single Purpose



80+ measures of value       50 + measures of preferences       Buyers Agents are professional
                                                                specialists with purpose built
                             Must-haves and points of            tools and proprietary data
UNBIASED evaluations
                              compromise defined
by paid professionals
                            Relative Value Comparisson




                                C O N F I D E NT I A L          0512.2012              13
Management Team
Geoff Bundschuh........CEO
Steve Buerger.....COO
David Shantz.....CMO
Wayne Boatwright......General Counsel
Ben Staker ..... SVP, Agent Development and Training
Mario Paez .... SVP, MultiCultural




                          C O N F I D E NT I A L   0512.2012   14
Huge Recurring Market

              No pre-existing brand preference

              Current model leaves no time to
 ANNUAL
FIRST TIME
              appropriately service this group
 BUYERS

 40    %      BuyerFirst value proposition
              tailored to this segment




             C O N F I D E NT I A L   0512.2012   15

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Buyer First Business Plan / Funding Deck

  • 1. We’ve defined a market opportunity in a highly fragmented, trillion dollar industry where half the customers are underserved...
  • 2. The Problem No other industry allows agents to systematically represent both $1 trillion sides of a transaction... because of this, NFL ICTED No one brand is specializing in appropriately servicing and CO protecting the buyer - the entire brokerage industry is seller- BIASE centric, with no clear choice for buyers. D OLS Online search, based on information supplied by SELLING AGENTS is biased and misrepresents the underlying truth of properties. NO TO Searches are hit-and-miss because there are no tools, systems or processes in place that define what the BUYER really wants. C O N F I D E NT I A L 0512.2012 2
  • 3. The industry revolves around listings Listings Servicing Seller MLS Data Re-marketing and Marketing Properties Re-pricing Showings Ad Placement Staging Open Houses C O N F I D E NT I A L 0512.2012 3
  • 4. as a buyer Which brokerage would you choose? TRADITIONAL BROKERAGE 80% focused on Sellers 100% focused on Buyers Seller focused – sees listings as currency Only represent buyers Closed and competitive model A collaborative team vs. single agent Agency conflicts Matching engine Limited data from MLS/ prohibited from real vs Unbiased property evaluations unbiased comparative analysis No listing conflicts Market Research Market Research Buyers Admin Buyers Listings Admin C O N F I D E NT I A L 0512.2012 4
  • 5. Competitive vs Collaborative listings Shared Market Knowledge market buyers knowledge buyers market listings knowledge listings market knowledge buyers agents are isolated in informational and experiential open and collaborative agents work together for silos with their individual clients, market knowledge the buyer as a team with advantages of and are protective of their listings specialization and shared market knowledge C O N F I D E NT I A L 0512.2012 5
  • 6. eHarmony for Home Buyers Style  Preferences move  the  sliders  to  help  us  match  to  your  style Architechture Once a buyer has established a price and a location - there are numerous subjective factors that now become the most important - we are no yes no yes no yes quantifying those factors and making them Interior actionable. We are modeling our technology services after no yes no yes no yes dating sites rather than existing real estate interior search models. We go beyond price, location and size to drill down deeper into a buyer’s unique preferences. no yes no yes no yes Se arch hB eats C O N F I D E NT I A L M atc 0512.2012 6
  • 7. Technology Platform Mobile technology for agent-generated property reviews designed to create clear visibility into the inventory in a market. Matching engine determines what a buyer is looking for: Their MUST- HAVE’s and where they are flexible. Gives the agent actionable data so they don’t have to guess. Better Buyer experience and customer satisfaction. $ 500 k $1M $2M + IES Price PROPERT 35 sie daisy $7 99k Optional Important K? whoop tchen $6 99k Starirs O Location m shared ki 1 bedroo Transport / Schools / Parks etc. None Epic View Unique Features - Garage / Architecture etc. $500k Bathroom Amzing k ns $500 Average Special ss to trai Privacy and acce Style/Quality Features/ Build Quality / Garage / Architecture etc. k stmen t .. $ 900 Good inve , affordab e .. $ 60 0k C O N F I D E NT I A L 0512.2012 7 Practical Contact
  • 8. Data that matters We deliver unbiased market knowledge gathered by professionals with deep local market experience. Enhanced data specialized to Buyer’s needs. Gathered by unbiased agents with local knowledge specifically for comparative analysis MLS data and Public information hybrids (Zillow/Trulia etc.) used for consumer searches and other broker lead-gen sites Generic MLS data from listing agents (this is what most brokers use) C O N F I D E NT I A L 0512.2012 8
  • 9. Agents drive Scale There are several factors that will enable the model to scale quickly What makes us more appealing to agents? Greater Deal Flow / Faster Cycles Buyers buy in 8-10 weeks Listings take 22-28 weeks to Sell. Consistent agent revenue from property ratings Higher Commission Structure – no overhead associated with marketing listings Better lifestyle and culture – Agents prefer working with Buyers as opposed to servicing listings that may never sell. C O N F I D E NT I A L 0512.2012 9
  • 10. Marketing Properties vs Brand Building $$$ Marketing Funds Advertising and Promotion of Company Listings Value Servicing Listings Properties sold Social Buyer Market Brand Media Advocacy Data Building Brand Marketing awareness Minimal ROI Exponential ROI Minimal brand equity C O N F I D E NT I A L 0512.2012 10
  • 11. Revenue Forecast Scaleable model with solid, sustained growth $m 300 20k 225 TRX $ 87.5MM BF 10k 150 TRX $ 48.8 MM BF 10k 75 1000 TRX TRX $21.9 MM BF $4.4 MM BF 0 year 1 year 2 year 3 year 4 Gross Revenue Gross Revenues based on 5 TRX per agent /year C O N F I D E NT I A L 0512.2012 11
  • 12. Can’t click your way to buying a home Real estate is a people business - it cannot be entirely replicated online Our technology initiatives serve buyers: - Match-beats-search - unbiased property reviews No cost to the buyer We offer an irresistible value proposition to buyers C O N F I D E NT I A L 0512.2012 12
  • 13. A better way to buy Comprehensive Matching Agents with a Agent Property Reviews + Engine + Single Purpose 80+ measures of value 50 + measures of preferences Buyers Agents are professional specialists with purpose built Must-haves and points of tools and proprietary data UNBIASED evaluations compromise defined by paid professionals Relative Value Comparisson C O N F I D E NT I A L 0512.2012 13
  • 14. Management Team Geoff Bundschuh........CEO Steve Buerger.....COO David Shantz.....CMO Wayne Boatwright......General Counsel Ben Staker ..... SVP, Agent Development and Training Mario Paez .... SVP, MultiCultural C O N F I D E NT I A L 0512.2012 14
  • 15. Huge Recurring Market No pre-existing brand preference Current model leaves no time to ANNUAL FIRST TIME appropriately service this group BUYERS 40 % BuyerFirst value proposition tailored to this segment C O N F I D E NT I A L 0512.2012 15

Editor's Notes

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