Classifieds - Presentation by Silvio Pagliani, Co-Founder of Immobiliare.it at the NOAH 2014 Conference in London, Old Billingsgate on the 14th of November 2014.

1. Make Your Money Count
13-14 November 2014
Silvio Pagliani – Immobiliare.it

3. Immobiliare.it is an Online Real Estate Classified Player
Supply DemandTransactions
(leads)
# Listings
# Advertisers
Revenues
EBITDA
Site & Mobile
Usage
Online Classified Marketplaces

4. Immobiliare.it is The Leading Online Real Estate Player in Italy
Supply DemandTransactions
/ Leads
# Listings¹
EBITDA
Site Usage
# Advertisers¹
Revenues²
Mobile Apps
+34%
+50%
+56%
€5Mio vs €0
Notes: (1) (2) (3) Sources: REA Group investor presentations for Casa.it, internal data for Immobiliare.it, # Advertisers is intended as paying agencies
advertising on the site (4) Source: SimilarWeb Pro, Site Usage is intended as total time spent on site in a specific month for Immobiliare.it and Casa.it
desktop sites. Monthly total time spent on site is calculated multiplying average monthly visit duration and monthly visits. (5) Sources: AppBrain,
AppAnnie, Apple Store, Google Play, internal elaborations, Mobile Apps is intended as number of total app downloads at the end of a defined period.
+115%
+460%
(1) Jun 2014 (2) Jun 2014 (3) H1 2014 (4) Oct 2014 (5) Jun 2014
3
4
5

5. Our Journey from Being a Startup to Being The Leader
96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14
Time advantage
9.5 years
Growth
2 years
Leader
2 years
Co-leader
3.5 years
founded
Oct
05
Nov
07
eureKasa Re-branding
May
96
Nov
06
acquires Casa.itfounded
ASX:REA – As of today
€4.2B Market Cap
Start
up
1 year

6. Revenue Trend Seems Similar to Competition Until 2012…
Source: REA Group Investor Presentations for Casa.it, internal data for Immobiliare.it – H1 is intended as Jan-Jun, H2 as Jul-Dec
- Revenues per Semester
2007 2008 2009 2010 2011 2012 2013 2014
€ (,000)
12,000
10,000
8,000
6,000
4,000
2,000
14,000
16,000
18,000

7. …But Investments Trends Show a Different Story…
Source: REA Group Investor Presentations for Casa.it, internal data for Immobiliare.it – H1 is intended as Jan-Jun, H2 as Jul-Dec
 Investments = € 30 Mio
- Investments (Costs) per Semester
2007 2008 2009 2010 2011 2012 2013 2014
€ (,000)
12,000
10,000
8,000
6,000
4,000
2,000

8. …With Our Competitor Investing Much More Than Us
Source: REA Group Investor Presentations for Casa.it, internal data for Immobiliare.it – H1 is intended as Jan-Jun, H2 as Jul-Dec
Casa.it investments
Immobiliare.it investments
investments ratio =
equal
Above
3x
Between
2x and 3x
Between
1.5x and 2x
Between
1x and 1.5x
2007 2008 2009 2010 2011 2012 2013 2014
x
x
x
x

9. Main Cost Drivers For Real Estate Online Classified Players
Marketing
50%
Product &
Technology
10%
People
35%

10. Cost-Effective Marketing Investments
Cost-Effective Not Cost-Effective
• Budget managed by
internal department
• Investments linked to
ROI and well defined
KPIs
• Balance performance
deals and brand deals
• Budget managed by
external agency
• No focus on ROI and
KPI (or wrong KPIs)
• Overspending in
performance or brand
deals
Marketing

11. Example: TV Advertising
Started TV advertising when it was no longer effective to
increase the online budget

12. Cost-Effective Not Cost-Effective
• Grant stock options (to
key people only)
• Build quality work
environment (people are
motivated for more than
financial reasons)
• Reward people on short-
term and long-term vision
People
• Grant high salaries &
benefits not linked to
performances
• Bonus based on wrong
defined KPIs
• «Buy» people, accepting
mainly for financial
reasons
Cost-Effective People Investments

13. Cost-Effective Technology Investments
Cost-Effective Not Cost-Effective
• Make / Insource
-> develop know-how
• Open source / Free
Software approach
• Continuous optimization
Technology / Product
• Buy / Outsource
-> limited know-how
• Closed source /
Proprietary software
(licences) approach
• Add more hardware

14. Example: Mobile Apps
First iOS app, developed internally, launched in November
2009. Built dedicated internal team for iOS and Android

15. Example: System Integration
Internally developed server and storage clusters, allowing
us to scale up from few to 150+ servers infrastructure with
virtually no changes since 2007

16. Make Your Money Count
Good Use
• Outbid competitors
• Poor after-investment
evaluation
• «Buy» people
• Buy technology
solutions without fine
tuning
Bad Use
• Invest & evaluate
• Adapt to internet
evolution
• Hire and grow
talents
• Develop cutting
edge features
• Invest for the
future
Marketing
People
Technology

17. Thank you
Contacts
Silvio Pagliani
silvio@immobiliare.it