The Future of Lead Generation

1. The future of leads
Knowing more about your consumer and the value of a lead
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Tuesday 5th May, 2015
Scott Holmes - Asia Business Development manager
The information contained in this presentation is of a general nature only and current as at the date of
presentation. Unless indicated otherwise, all copyright is owned by REA Group Ltd or its related entities. All
rights are reserved.

2. What's happening in the market
• Agents and developers are using other channels to target customers
• They are looking for cost effective marketing options that work
• ROI
• Cost per lead
• Cost per sale
• Following a lead from the source to the sale
• They are managing all of this via a CRM
Portals need to deliver better user experiences for consumers to deliver better insights and leads to its
customers.
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3. How are we doing this
• Tracking codes/software
• Data science
• Machine learnings
• Regression Techniques
• Declared information
• Implied information
These types of software tools and techniques can provide personalised suggestions about suitable
items based on explicit or implied individual preferences and the preferences of other consumers.
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Collaborative Filtering Content-based

4. Key competitors to portal revenues
• Facebook : using insights tool
• LinkedIn
• Google
• Social media
• Offline
• Trading desks
• Retargeting
• Behavioural targeting
Portals can show their effectiveness against these types of competitors by tracking a lead to a sale.
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5. What’s happening now?
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CRMDisplay on portals
Classified listings
Social media
Networks
Google
We are not
Grade or Score = Leads
They are all vanilla
Tagging, Lead attribution
Lead nurture
Velocity
Sales skills
Sales

6. So what is REA looking to do about this
Consumers
• Learn more about our consumers earlier
• Give them a better experience
• Deliver relevant information
Customers
• Offer better targeting options
• Grade and score leads delivered via classified listings
• Understand and measure cost per sale metrics
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7. Consumer journey

8. Consumer journey
Our consumers want their online interactions to feel like a great relationship with a real person
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1. Coherent
...over time
...across channels
...across products, features,
partners and lines of business
2. Smart
...in learning about me and and
anticipating my property needs
...in personalising my property
search experience to suit me
3. Trusting
...able to keep confidences
...open and honest about
what it knows about me and
…how it is used
4. Flexible
...in communicating in a way
that suits me.
...in giving me control over
how close we get.

9. Consumer journey
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Consumer profiles
• General consumers: we don’t know much about them
• Inferred consumers: we think we know what they want
• Declared consumers: we know what they want

10. Consumer journey
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Consumer segmentation assumptions.
I am looking:
• to buy a second-hand house
• to rent a property
• for a New Apartment
• for a New House and Land Package
• for Land only
• for a retirement property
• for a investment property
• to Share
• to renovate

11. Consumer journey
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Once we know what each consumer is looking for, we can deliver personalised experiences to them:
• Personalise User Experience
• Offer recommendations
• Targeted content
• Targeted display advertising
• Special offers that suit that segment
This can lead to higher engagement and better quality leads.

12. Customer journey

13. Customer journey
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Our customers are after qualified leads that they can:
• Cost effectively convert into sales
• Add to a database for future marketing
• Review to see the velocity of leads converting to a sale
• Nurture leads until they are ready to be converted into a sale
• Review performance of their sales team/personnel

14. 14
Define the role of Paid, Earned and Owned media according
to the buyer profile and what the call to action should be from
that media.
What is the role of media?
• Reputation?
• Nurture?
• Lead Capture?
• Engagement?
• Education?
• Traffic Generation?
• Decision/Purchase?
Blirt.co Pty Ltd, Accelerate Presentation

15. Lead attribution
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Attribution is a process for assigning/
crediting a lead or conversion to a specific
set of marketing activities or touch points.
Blirt.co Pty Ltd, Accelerate Presentation

16. 16
Designing the ideal consumer
Profiling the ideal consumer
Marketing Automation helps align marketing and sales activities.
The focus is on creating or servicing the ideal consumer.
This is about building the ideal profile of a target segment and being
able to objectively measure where a prospect sits in the matrix.
Every prospect starts as a low fit (grade) or low scoring (engaged)
prospect.
It is only through interactions that qualification can occur to
determine if the prospect meets the ideal fit for our product or
service and it is only by understanding their level of engagement
with our product or service that we can understand their
engagement - or in other words do they see us as fit?
Blirt.co Pty Ltd, Accelerate Presentation

17. Lead scoring vs. Lead grading
Consumer profiles
High score/High grade
These are your money prospects! It’s best to prioritize these leads when assigning leads to sales.
High score/Low grade
These are leads that are showing a lot of intent and/or interest, but may not be a good fit for your product.
Low score/High grade
Here we have leads who are a great fit for your product, but who have been showing minimal interest.
Low score/Low grade
As you can probably guess, these are your lowest-value leads.

18. Consumer anatomy
Understanding humans, build a profile
Understanding our consumer is about understanding them as a
human.
The goal is to align a brand to a consumer profile (type).
As we unpack the consumer profile we want to understand;
The Consumer Spirit; their purpose, their principles.
The Consumer Mind; their perceptions of the market, product
or brand, their preferences in what they want.
The Consumer Body; their practices in context to the product,
service or market, their personality - style, demographics.
Blirt.co Pty Ltd, Accelerate Presentation

19. Consumer grading
Information
When you begin to grade your leads you can pass these onto the Sales team as they match your ‘ideal
consumer’. Passing on only the most qualified leads to your Sales team will prevent sales from wasting time
chasing tyre kickers who will never purchase your products or services. Some factors to consider when grading
include
Grade Score
Image: Salesforce Pardot

20. 20
Consumer grading
Great fit,
Great intent
Assign right to sales?
Great fit,
Minimal
intent
Assign right to sales?
Nurture first, then assign?
Not great
fit, Great
intent
Other products?
Bad fit, Low
interest
Delete from database
Image: Salesforce Pardot

21. How can we score on a property portal?
Some of the metrics portals can use to score consumers
• What type of property they looked at
• How many times they have come to the site
• How many pages have they viewed
• How many properties they have viewed
• Time on site
• Phone reveals
• Emails sent
• Videos views
• Images viewed

22. How can we score and grade consumers?
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For example, you set points for things they engage with
• 10 points to view the image
• 40 points to watch the video
• 100 points for phone reveal
• 80 points for scrolling down to the bottom
• 100 points for each child listing you open
• 200 point of every other Project Profiles you visited
Total points earned to person X
530 points
We can either use this information if they engage on this property or add
it to another property if they engage with that property

23. How can we add value by knowing who our consumer is and what they have done
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Audience extension

24. How it all works…

25. How it works…

26. What does all this mean to the agent or developer
• They know more about the leads they are receiving
• Compare classified listing leads v display leads
• They can rank leads according to grade and score
• They can measure sales team effectiveness
• They can track pipelines and velocity of leads
• Follow the lead all the way through to a sale
• Optimise your marketing spend
• Understand the value of each piece of media purchased
based on leads and sales
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27. What tools are our customers using
CRM
• Salesforce
• Microsoft dynamics
• Oracle
• Sage
Marketing Automation Software
• Pardot
• Exact target
• Marketo
• Hubspot
• Eloqua
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28. Overview of Pardot as an example
28Salesforce, Pardot - "What is Pardot Marketing Automation?" (accessed on 4 May 2015)

29. Overview of Pardot as an example
29Salesforce, Pardot - "Pardot Overview Demo" (accessed 4 May 2015)

30. Conclusion
Our role as a portal over the next 2 years is to enable transparent engagement, better
reporting, custom user experiences and tools for consumers that deliver enhanced and
measurable return on investment metrics for our clients
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The information contained in this presentation is of a general nature only and current as at the date of presentation. Unless indicated otherwise, all
copyright is owned by REA Group Ltd and its related entities. All rights are reserved.