Harcourts - Christchurch 24 July 2009

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Presentation to Harcourts Canterbury region sales consultants at their quarterly award meeting 24 July 2009

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

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