The document discusses how geomarketing and GIS tools can be used for real estate sales and financial planning. It explains that these tools allow analysis of demand and supply data to understand characteristics like who potential customers are, where they are located, how many properties are needed, and optimal pricing. This data-driven approach allows real estate groups to target specific local markets, develop customer profiles and pricing strategies, increase sales and reach, and optimize property portfolios and campaigns for higher ROI compared to naive strategies. The document concludes that this approach achieved a 250% ROI for one real estate group.

1. Group
Geomarketing and
GIS tools for real
estate sales and
financial planning
© AIS 2002- 2012

2. Wiser and richer Group
© AIS 2002- 2012

3. Demand & Group
Supply
 Who?
 Where?
 How many?
 How much?
 Price?
© AIS 2002- 2012

4. Real estate Group
© AIS 2002- 2012

5. Possibilities?
Immediate benefits Group
Naive strategy Data driven strategy
© AIS 2002- 2012

6. Reach Group
• Local market preferences • Local price definition
• Consumer • Segment products
profiles by selling potential
• Locate Consumer Cost
• Financial impact
customers
• Personalized • Client lists per
advertising office
Communication Convenience • Web
• Attraction of non
clients customization
• Specialized agencies
• Direct marketing in by products and
hotspots consumer profiles
© AIS 2002- 2012

7. Who? Group
 Habits® Database
 Demographic evolution
 Property characteristics
© AIS 2002- 2012

8. Where? How many? Group
The target in the area of influence is quantified through an origin (buyers)
and destination (properties) precalculated data matrix
Higher
Propensity
Lower
Propensity
© AIS 2002- 2012

9. Geographical Group
sales model
 Spain coverage at
census area level
 Local markets effect
Higher smp
 Price-elasticity
 Real estate selling
potential
© AIS 2002- 2012 Lower smp

10. Price policies Group
 ROI calculation
 Portfolio optimization
 Minimum offer price to accept is also studied
Houses Apartments
Discount Sold houses ROI Discount Sold apartments ROI
© AIS 2002- 2012

11. Campaign designing Group
 Census area level data allows a selection of the best properties in
terms of selling probability by zone and price
 Definition of the best channels to act through (offices, agencies,
cashiers, mailing…)
 Adaptation of the message to reach segmented markets
Give a look at the real estate
selection we have made for you
We have thoroughly chosen those properties
which stand out the most from our stock and
which could be the beginning of new
horizons and projects for you
© AIS 2002- 2012

12. Conclusions Group
 New business strategy
through GIS data analysis
 250% ROI
 Path to follow in other
sectors?
© AIS 2002- 2012

13. Group
AIS
Intelligent Decisions
c/ Castillejos, 365, 2ª Planta 08025
Barcelona - España
Tel: +34 93 414 35 34 Fax: +34 93 414 10 28
marketing@ais-int.com
www.ais-int.com
© AIS 2002- 2012