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Realestate.co.nz - Northland Sep 09

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Presentation to real estate professionals in the Northland region - Wed 23 / Thu 24 Sep 2009

Published in: Real Estate, Business
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Realestate.co.nz - Northland Sep 09

  1. 1. How the internet is transforming real estate
  2. 2. <ul><li>The marketplace – current state of the market </li></ul><ul><li>Trends in online real estate </li></ul><ul><li>Understanding buyer behaviour </li></ul><ul><li>Realestate.co.nz </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>The internet is transforming real estate
  3. 3. Boom or Bust – everyone has an opinion
  4. 4. Property Prices – Comparison to UK
  5. 5. Property Prices - rebounding
  6. 6. Sales volumes still subdued
  7. 7. Information is key – but property is not just an investment Access to accurate, timely and comprehensive data is critical
  8. 8. Aug Sep Oct Nov Dec Listed 27 Aug Protracted release of property data Conditional offer 21 Sep Unconditional offer 16 Oct Settlement 13 Nov
  9. 9. Turnover Value Pace Better informed decisions based on richer information Demand Supply Sales Price Property sales Valuations Days on the market Inventory Weeks of sale New listings Website traffic Lead generation Asking price
  10. 10. New monthly report
  11. 11. Supply – inventory building
  12. 12. Northland new listings - slow
  13. 13. Supply – true inventory more balanced
  14. 14. Property Prices - no inflated expectations in asking price
  15. 15. Local market showing some expectation of price increase
  16. 16. Demand – web traffic as a surrogate of consumer confidence
  17. 17. <ul><li>The marketplace – current state of the market </li></ul><ul><li>Trends in online real estate </li></ul><ul><li>Understanding buyer behaviour </li></ul><ul><li>Realestate.co.nz </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>The internet is transforming real estate
  18. 18. Why you need to understand the web? Today more than 1.2 billion people are online viewing over 1,000,000,000,000 web pages Why?
  19. 19. A transformation in 10 years
  20. 20. Edging ever closer to 100% online search National Association of Realtors Home Buyer Survey 2008
  21. 21. The web is the first and only choice Choice of media for real estate search in the past week – NZ 2009 Why?  9%  12%  9%
  22. 22. <ul><li>The marketplace – current state of the market </li></ul><ul><li>Trends in online real estate </li></ul><ul><li>Understanding buyer behaviour </li></ul><ul><li>Realestate.co.nz </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>The internet is transforming real estate
  23. 23. “ 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
  24. 24. The online search experience is evolving Searching for property
  25. 25. Clearer role for websites Searching for property buy Searching for someone to help me sell my property
  26. 26. <ul><li>The marketplace – current state of the market </li></ul><ul><li>Trends in online real estate </li></ul><ul><li>Understanding buyer behaviour </li></ul><ul><li>Realestate.co.nz </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>The internet is transforming real estate
  27. 27. 3 years of growth – 27% per annum vs. market 17%
  28. 28. Now delivering over 25,000 email enquiries per month
  29. 29. Realestate.co.nz is the market leader for international visitors searching for NZ real estate...
  30. 30. Realestate.co.nz – the most comprehensive Trade Me residential property listings - 49,373 includes an estimated 6,000 private listings
  31. 31. 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 108,000 listings – 168,000 sessions per week
  32. 32. What we are doing to help you What?
  33. 33. Property information at your finger tips
  34. 34. Providing information – 24hrs a day
  35. 35. Every property has a web page – 1,528,453 properties
  36. 36. Property Information
  37. 37. Context of aerial images
  38. 38. Community information – where to live
  39. 39. <ul><li>The marketplace – current state of the market </li></ul><ul><li>Trends in online real estate </li></ul><ul><li>Understanding buyer behaviour </li></ul><ul><li>Realestate.co.nz </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>The internet is transforming real estate
  40. 40. What are they looking for?
  41. 41. Get the basics right – help buyers! <ul><li>No limit on photos </li></ul><ul><li>Avoid abbreviations </li></ul><ul><li>No limit on words </li></ul><ul><li>Sell the benefits </li></ul><ul><li>Create emotional connections </li></ul>
  42. 42. What not to do!!
  43. 43. What not to do!!
  44. 44. Email alerts – first impressions count!
  45. 45. No substitute to comprehensive information
  46. 46. Photos are so important!
  47. 47. The web provides so much information... enough to replace an agent??
  48. 48. Richer and richer information
  49. 49. New functionality <ul><li>Search filter </li></ul><ul><li>Email schedule </li></ul>
  50. 50. How can you stand out from the masses?
  51. 51. Featured listings
  52. 52. Featured listings
  53. 53. 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 Call us 0800 732 536
  54. 54. Some examples 3 bedroom Onerahi $500k
  55. 55. Some examples
  56. 56. Buyers - call to action
  57. 57. <ul><li>Telephone </li></ul><ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>Open home </li></ul><ul><li>Office visit </li></ul>Enquiry leads come in many forms
  58. 58. Handling enquiries <ul><li>Enquiries from buyers – when they have a question </li></ul><ul><li>Only when they have exhausted their searching </li></ul><ul><li>Responsiveness is critical </li></ul><ul><li>How do you rate your performance? </li></ul>
  59. 59. How do you rate – responding to emails? Response timing is improving – but 12% never respond!
  60. 60. <ul><li>Make sure you receive them! </li></ul><ul><ul><li>Check your email address </li></ul></ul><ul><ul><li>Avoid gmail / xtra / webmail </li></ul></ul><ul><li>Respond as soon as practicable </li></ul><ul><ul><li>Use technology / or support teams </li></ul></ul><ul><li>Carefully consider your responses </li></ul>Emails
  61. 61. <ul><li>Treat every email as a prospective buyer </li></ul><ul><li>Don’t be pushy – don’t demand a contact number </li></ul><ul><li>Answer their question </li></ul><ul><li>Treat the enquirer as a very early enquirer “ I appreciate you may be at an early stage of looking for a property ” </li></ul>Emails – etiquette
  62. 62. The advice works!... <ul><li>thanks for your email. </li></ul><ul><li>yes you are right. we have just started looking for a house in Parnell. Was looking more into Remuera, Greenlane, and Epsom. Didn't look into Parnell as I heard about how land in Parnell is leasehold. Not too sure where the line start and end. </li></ul><ul><li>Anyway, target area is for a Grammer zoned area. As we got a little girl that is close to 3 years old. </li></ul><ul><li>we prefer not to have any body corp. As we are not too sure if we want the hassle. I know some people prefers it. </li></ul><ul><li>Anyway, thanks </li></ul>
  63. 63. <ul><li>The marketplace – current state of the market </li></ul><ul><li>Trends in online real estate </li></ul><ul><li>Understanding buyer behaviour </li></ul><ul><li>Realestate.co.nz </li></ul><ul><li>Getting the basics right - listings </li></ul><ul><li>Your profile – your future! </li></ul>The internet is transforming real estate
  64. 64. How to use the web to build you profile and network? How?
  65. 66. <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>
  66. 67. ? How to be found on Google!
  67. 68. The power of links
  68. 69. Online reputation is key How?
  69. 70. If you are not found on Google ...... How?
  70. 71. Part 1: Find yourself on Google
  71. 72. Login / sign up / profile yourself
  72. 73. Have a profile online
  73. 74. Part 2 : Create a place on the web
  74. 75. Part 3 : Drive traffic to that place
  75. 76. Part 3 : Drive traffic to that place
  76. 77. Part 3 : Drive traffic to that place
  77. 78. Part 3 : Drive traffic to that place
  78. 79. Part 3 : Drive traffic to that place
  79. 80. Part 3 : Drive traffic to that place
  80. 81. Links build visibility..
  81. 82. Be found when people are looking for you
  82. 83. Blogs – hosted on realestate.co.nz
  83. 84. Its time to embrace social media / marketing
  84. 85. Build networks / referrals / credibility <ul><li>Relevant </li></ul><ul><li>Authentic </li></ul><ul><li>Transparent </li></ul><ul><li>Committed </li></ul>
  85. 86. Sell yourself!
  86. 87. Promote yourself everyday to over 15,000 people a day <ul><li>Just 3 agents per suburb </li></ul><ul><li>Oct / Nov </li></ul><ul><li>$15 / $75 / $150 per month </li></ul><ul><li>Online ordering and credit card transaction </li></ul>
  87. 88. New enhanced reporting
  88. 89. “ Homebuyers & Agents have information overload. Agents must create legitimate value-add services & become the trusted go-to person” Stefan Swanepoel Embrace the change and be recognised
  89. 90. Enjoyed the presentation? www.tinyurl.com/nzrealestate
  90. 91. Proudly supporting the real estate industry

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