A romp through online marketing for agents Apr 24 th  2008
<ul><li>What’s happening in our  market? </li></ul>
PROPERTY MARKETING SPEND CONTINUES TO GROW £m
BUT PROPERTY PRICE TRENDS LOOK BLEAK
WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... <ul><li>Inventory is scarce – applicants are plentiful </li></ul><ul><l...
WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... <ul><li>Inventory is scarce – applicants are plentiful </li></ul><ul><l...
WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... <ul><li>Inventory is scarce – applicants are plentiful </li></ul><ul><l...
<ul><li>So if the web is important... </li></ul><ul><li>...we better look around </li></ul>
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 ...
MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction... Old Media has no grip New portal...
<ul><li>Let’s see some of those established ones... </li></ul>
 
 
 
 
 
<ul><li>And what’s all this new fangled stuff? </li></ul>
 
 
 
 
SLOWLY BUT SURELY SEARCH IS ATTACKING DIRECTORY... <ul><li>Directories / Marketing Portals… </li></ul><ul><li>… Property S...
SLOWLY BUT SURELY SEARCH IS ATTACKING DIRECTORY... <ul><li>Mature market – concentrating </li></ul><ul><li>Eg: Rightmove /...
RIGHTMOVE: A walled garden
SEARCH SITES: Open traffic
WHAT COMES OUT... <ul><li>Directories / Marketing Portals… </li></ul><ul><li>… Property Search Engines </li></ul>Phone lea...
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 Au...
<ul><li>Ok, but what does this mean for my marketing? </li></ul>
AGENT MARKETING STRATEGY  (1) <ul><li>Set your objectives clearly </li></ul><ul><ul><li>Branding? </li></ul></ul><ul><ul><...
AGENT MARKETING STRATEGY  (2) <ul><li>Print  - a vital base (though biggest area to save) </li></ul><ul><ul><li>Instructio...
<ul><li>And who are you? </li></ul>
WE BUILD WEBSITES FOR AGENTS - FOR FREE
 
 
<ul><li>Thank you </li></ul><ul><li>[email_address] </li></ul>
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Homeflow Presentation (Zoomf Seminar 24/04/08)

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Homeflow Presentation (Zoomf Seminar 24/04/08)

  1. 1. A romp through online marketing for agents Apr 24 th 2008
  2. 2. <ul><li>What’s happening in our market? </li></ul>
  3. 3. PROPERTY MARKETING SPEND CONTINUES TO GROW £m
  4. 4. BUT PROPERTY PRICE TRENDS LOOK BLEAK
  5. 5. WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... <ul><li>Inventory is scarce – applicants are plentiful </li></ul><ul><li>Winning vendor instructions is everything </li></ul><ul><li>Houses sell themselves </li></ul><ul><li>Think: “6 sealed bids over offer” </li></ul><ul><li>New agents spring up </li></ul><ul><li>Flush with commissions from fast market </li></ul><ul><li>During a property boom agents spend… </li></ul><ul><li>… but when the market turns down </li></ul><ul><li>Housing stocks piles up – applicants evaporate </li></ul><ul><li>Velocity in the market halves </li></ul><ul><li>Think: “No viewings despite price reduction” </li></ul><ul><li>Agency commission revenues dry up </li></ul><ul><li>Agencies consolidate / close </li></ul><ul><li>Marketing tightens fast </li></ul>
  6. 6. WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... <ul><li>Inventory is scarce – applicants are plentiful </li></ul><ul><li>Winning vendor instructions is everything </li></ul><ul><li>Houses sell themselves </li></ul><ul><li>Think: “6 sealed bids over offer” </li></ul><ul><li>New agents spring up </li></ul><ul><li>Flush with commissions from fast market </li></ul><ul><li>Advertising reflects this... </li></ul><ul><li>“ Offline press important to win instructions” </li></ul><ul><li>“ A portal or two are thrown in as they are cheap” </li></ul><ul><li>During a property boom agents spend… </li></ul><ul><li>… but when the market turns down </li></ul><ul><li>Housing stocks piles up – applicants evaporate </li></ul><ul><li>Velocity in the market halves </li></ul><ul><li>Think: “No viewings despite price reduction” </li></ul><ul><li>Agency commission revenues dry up </li></ul><ul><li>Agencies consolidate / close </li></ul><ul><li>Marketing tightens fast </li></ul><ul><li>Advertising reflects this... </li></ul><ul><li>“ Attention shifts to include seeking applicants” </li></ul><ul><li>“ Cut costs – turn to portals – especially the #1” </li></ul>
  7. 7. WHAT HAPPENS AS PROPERTY HEADS INTO A RECESSION... <ul><li>Inventory is scarce – applicants are plentiful </li></ul><ul><li>Winning vendor instructions is everything </li></ul><ul><li>Houses sell themselves </li></ul><ul><li>Think: “6 sealed bids over offer” </li></ul><ul><li>New agents spring up </li></ul><ul><li>Flush with commissions from fast market </li></ul><ul><li>Advertising reflects this... </li></ul><ul><li>“ Offline press important to win instructions” </li></ul><ul><li>“ A portal or two are thrown in as they are cheap” </li></ul><ul><li>During a property boom agents spend… </li></ul><ul><li>… but when the market turns down </li></ul><ul><li>Housing stocks piles up – applicants evaporate </li></ul><ul><li>Velocity in the market halves </li></ul><ul><li>Think: “No viewings despite price reduction” </li></ul><ul><li>Agency commission revenues dry up </li></ul><ul><li>Agencies consolidate / close </li></ul><ul><li>Marketing tightens fast </li></ul><ul><li>Advertising reflects this... </li></ul><ul><li>“ Attention shifts to include seeking applicants” </li></ul><ul><li>“ Cut costs – turn to portals – especially the #1” </li></ul>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
  8. 8. <ul><li>So if the web is important... </li></ul><ul><li>...we better look around </li></ul>
  9. 9. MARKET SHARE OF PORTAL TYPE COMPETITORS
  10. 10. MARKET SHARE OF PORTAL TYPE COMPETITORS
  11. 11. MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate
  12. 12. MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction...
  13. 13. MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction... ...others hold mid-ground
  14. 14. MARKET SHARE OF PORTAL TYPE COMPETITORS Old Portals Dominate GMG strategy has traction... Old Media has no grip ...others hold mid-ground
  15. 15. 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
  16. 16. <ul><li>Let’s see some of those established ones... </li></ul>
  17. 22. <ul><li>And what’s all this new fangled stuff? </li></ul>
  18. 27. SLOWLY BUT SURELY SEARCH IS ATTACKING DIRECTORY... <ul><li>Directories / Marketing Portals… </li></ul><ul><li>… Property Search Engines </li></ul>
  19. 28. SLOWLY BUT SURELY SEARCH IS ATTACKING DIRECTORY... <ul><li>Mature market – concentrating </li></ul><ul><li>Eg: Rightmove / PropertyFinder etc... </li></ul><ul><li>Agents pay to list – incomplete coverage </li></ul><ul><li>Fixed tenancy per branch/month pricing </li></ul><ul><li>Legacy technology </li></ul><ul><li>Mapping rare, though coming </li></ul><ul><li>Try to keep traffic in (walled garden) </li></ul><ul><li>Directories / Marketing Portals… </li></ul><ul><li>… Property Search Engines </li></ul><ul><li>Insurgent, immature market - growing </li></ul><ul><li>Eg: Zoomf / Nestoria / DotHomes etc... </li></ul><ul><li>All agents are included - Free to list </li></ul><ul><li>PPC or Pay-per-Lead model </li></ul><ul><li>Narrow, focused, fast sites </li></ul><ul><li>Mapping paridigm prevalent </li></ul><ul><li>Trying to send traffic out (search) </li></ul>“ Traffic” and “Inventory” are the two keys to success You have an opportunity to compete in this market – as search rolls through
  20. 29. RIGHTMOVE: A walled garden
  21. 30. SEARCH SITES: Open traffic
  22. 31. WHAT COMES OUT... <ul><li>Directories / Marketing Portals… </li></ul><ul><li>… Property Search Engines </li></ul>Phone leads Email leads Paid traffic Free traffic Phone leads Email leads Paid traffic Free traffic
  23. 32. SPECTRUM OF APPROACHES... Web 2.0 Search Insurgents Established Portals
  24. 33. SPECTRUM OF APPROACHES...
  25. 34. 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
  26. 35. <ul><li>Ok, but what does this mean for my marketing? </li></ul>
  27. 36. AGENT MARKETING STRATEGY (1) <ul><li>Set your objectives clearly </li></ul><ul><ul><li>Branding? </li></ul></ul><ul><ul><li>Instructions? </li></ul></ul><ul><ul><li>Applicant leads: Phone / Email / Traffic </li></ul></ul><ul><li>Set yourself up with the right tools </li></ul><ul><ul><li>A “powerful” website – to convert leads </li></ul></ul><ul><ul><li>Integrated to back office software </li></ul></ul><ul><ul><li>With basic, clear analytics / CRM / reporting </li></ul></ul><ul><li>Set and manage your marketing budget appropriately </li></ul><ul><ul><li>Re-balance between Print / Online Old guard / Online New </li></ul></ul><ul><li>Measure and rebalance </li></ul><ul><ul><li>Assess the success of your campaigns </li></ul></ul><ul><ul><li>On applicant leads measure: Cost per lead / per call / traffic </li></ul></ul>
  28. 37. AGENT MARKETING STRATEGY (2) <ul><li>Print - a vital base (though biggest area to save) </li></ul><ul><ul><li>Instructions </li></ul></ul><ul><ul><li>Older audience / reach </li></ul></ul><ul><li>Online old guard – power and value for money </li></ul><ul><ul><li>Applicant leads – vital mkting in tough times </li></ul></ul><ul><ul><li>Which are cost effective in your area? </li></ul></ul><ul><li>Online search – growth model </li></ul><ul><ul><li>Free to play at a base level – so nuts not to </li></ul></ul><ul><ul><li>Experiment with paid services to drive leads </li></ul></ul>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
  29. 38. <ul><li>And who are you? </li></ul>
  30. 39. WE BUILD WEBSITES FOR AGENTS - FOR FREE
  31. 42. <ul><li>Thank you </li></ul><ul><li>[email_address] </li></ul>

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