luxury connect 2017

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Google’s take on luxury real estate trends
Inman Luxury Connect
October 19th 2017
Digital marketing strategies powered by machine learning to help grow your clientele

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Luxury real estate Google Search Trends
Source: Google internal data, 1/1/15-9/30/17

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Luxury real estate queries on Google Search
+32% across the US
Source: Google internal data, 1/1/15-9/30/17
Mobile is driving this growth +60%
and millennials are mobile power
users

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Luxury real estate queries on Google Search
+27% across Los Angeles county
Source: Google internal data, 1/1/15-9/30/17
Mobile is driving this growth +39%
and millennials are mobile power
users

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Accordingly to NAR, millennials were the largest
group of home buyers for the 4th consecutive
year.
Source: National Association of Realtors
2017 Home Buyer and Seller Generational Trends study
“Millennials are not just
starting to buy homes;
they’re powering the
housing market.”
-Jeremy Wacksman, CMO Zillow Group

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As they continue to age, so will their purchasing power
Largest U.S luxury builder, Toll Brothers,
revealed 23% of sales this year
were to buyers age 35 or younger.
Source: Bloomberg.com, 8/22/17

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Millennials home buyers find their real estate agent
most often through referrals & online
Source: The Zillow Group Report on
Consumer Housing Trends, 10/18/16

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Real estate agent queries on Google Search +70%
Source: Google internal data, 1/1/15-9/30/17
Mobile is driving this growth +119%

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Millennial homebuyers with HHI $250K+ are heavy users
of other digital platforms too
Source: 2017 ComScore Multi-Platform // MRI Media + Fusion
95%
used YouTube
during past 30 days
76%
used Gmail
during past 30 days

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Reach and engage millennial luxury homebuyers online
powered by machine learning
How much should I bid in each auction?Bidding
How do I find millennial luxury homebuyers?Targeting
What message do I show millennial luxury homebuyers?Creatives

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Demographics
Location
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Targeting online used to be more limited

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Videos Watched
Connection
Browsing History
Watch Time
App Usage
Device Used
Demographics
App Category
Sessions
Search Queries
Time of Day
Day
Age + Gender
Location
Now with advanced targeting, you can connect with
millennial luxury homebuyers

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Target users similar to
your existing customers
Target customers on
your email lists
Re-engage with your existing luxury homebuyer clients
& discover new prospects similar to them

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Bid in real time leveraging 70M unique variables to
connect with millennial luxury homebuyers
User Behavior Demographics Content of the
Webpage
Viewed
Ad
Characteristics
Onsite
Behavior

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Create automatically customized ads
User types a query
Google finds the most relevant page on your
website and dynamically generates an ad

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Key Takeaways