Hakema is an online booking solution that allows buyers and sellers on classified advertising websites to efficiently schedule meetings like property viewings. It was developed for Oikotie, Finland's largest real estate classifieds site, to address frustrations with contacting sellers by phone or email. During a successful pilot, Hakema increased engagement and led to 2.2 times more bookings than contact forms. Classified sites can now offer Hakema's integration to improve leads, on-site time, and advertiser value through a better connection between buyers and sellers.

1. Taking classifieds to the
next level
Ajay Garg, Co-founder & CEO

2. Why do classifieds need
something new?

3. Classifieds are in bad shape

4. Ad revenues are shrinking
Online growth
is not able to
replace it
Print Advertising Revenue Falling

5. Competition is intensifying
How to make
money or
compete?

6. Birth of Online classifieds
Paper format converted to online
Contact seller
via phone
Contact seller via
phone or email

7. Online classifieds: an evolution
Dynamic information, Increased interactivity
• Images, Maps, Directions, Neighborhood info
• Location based information
• Visitor engagement & participation
Contact seller via phone or email

8. Contacting sellers is still
old fashioned
& inefficient.

9. Souce: Modusaassociates
http://www.modusassociates.com
Why email is inefficient?
Mobile email
Email
vs.
Mobile

10. How to evaluate classifieds
How does an advertiser
evaluate classifieds?

11. Evaluating Classifieds
•Amount of traffic to the website
•Number of impressions per listing
•Time spent per visitor per listing
•Number of clicks per listing
•Number of leads
What matters is the cost of acquiring
customers

12. Challenges for online classifieds
•Advertisers want performance based
payments
•Competition with free sites & Facebook
•No new ways to monetize
•How to improve number and quality of
leads?

13. An efficient way to
connect buyers and sellers
Hakema

14. How it started
Me and my wife
were buying a
new home

15. Forget visit details
Missed phone calls
Booking a visit was a hassle
Time Consuming
We realized a need for an online
service to book and plan viewings
Busy schedules

16. Hakema was born
• Sketched a booking solution for online classifieds
• Presented it to Sanoma in April 2011
• Began co-operation with Sanoma in Q3, 2011
• Developed the solution in association with 15
real-estate agencies
• Launched the pilot in Q2, 2012 on Oikotie.fi
Oikotie is the largest real-estate classified provider in Finland.

17. How do classifieds get
Hakema?

18. Takes only few lines to integrate
<script type="text/javascript">
(function () { var hkm = document.createElement('script'); hkm.type = 'text/javascript'; hkm.async = true;
hkm.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'cb.hakema.net/js/hakema.min.js';
var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(hkm, s); })();
</script>
Solution works for other categories too where there is a clear need for a
meeting e.g. automotive, motorcycles, pets etc.

19. Place an advertisement
*Hakema service is activated immediately
Mark their availability for a day or several weeks
What sellers do

20. Click the booking button
on the listing
Select a suitable time and
book a viewing/meeting
What buyers do

21. What do they get
•Better qualified leads
•Save time in scheduling
•Buyers can reach 24x7
•Buyers’ information and
history in one place
•Automated matching*
• Can book anytime
• No need to call or email
• Receive visit plan by
email
• SMS confirmation and
reminder

22. A quick live demo

23. Case Study: Oikotie.fi
Pilot Data
37 real estate agents
200 private sellers
600 listings
24.9 visitors per listing
showed interest
Bookings outnumbered
contact form by 2.2 times

24. Some feedback from users
"Erinomainen
palvelu myynnin
tueksi" – Taavi Mets,
Asuntosatama
“Loistava
suunnitelma” –
Piia Hurme, Tuija
Hurme LKV
"Asiakaspalvelusta
teille isot kiitokset.
Esimerkillistä
toimintaa! "
A private seller in
Turku, Finland

25. Hakema Insights
0
1500
3000
4500
6000
8 to 10 10 to 12 12 to 14 14 to 16 16 to 18 18 to 20 20 to 22
Private viewings
were offered
2pm - 8pm
Open houses were
offered 12pm - 7pm
74% on Weekends and 26%
on weekdays
About 50% of the
bookings were made
4pm - 10pm
Based on the data collected during 4 month pilot

26. What would a buyer use?
Reply
Availability Hakema

27. Lessons learned in the pilot
•Define service launch goals e.g.
• Increase engagement (clicks & time spent)
• Increase number of leads
•Co-develop a detailed launch plan
• Target groups - private, business or both
• User experience is the key
• User communication is essential
•Use pull and push marketing
•Educate buyers to take advantage of the new service
•Encourage sellers to be active
•Actively collect user feedback

28. Conclusions
• Classifieds should use Hakema service to
• Improve visitor engagement
• Improve visitor on-site time
• Increase impression conversion
• Convert visitors to qualified leads
• Improve value of media for advertisers
• Learn more about buyers’ and sellers’ behavior
• Create more innovative solutions

29. Classifieds can now
differentiate

30. Move to the next level
Ask about our next
customer.
with Hakema booking solution
for online classifieds

31. Meet us in Istanbul
"Social, Local, Mobile (SoLoMo):
Classified Media Strategies"
Conference
Istanbul, Turkey 7-10 November 2012
Ajay Garg, ajay@hakema.net ,
+358-408416616www.hakema.net