Promote thePromote the

Coldwell BankerColdwell Banker

e-Marketing e-Marketing

Advantage Advantage

Mr. & Mrs. Seller, while I will Mr. & Mrs. Seller, while I will market your home using traditional market your home using traditional

methods, such as a methods, such as a yard signyard sign, , newspaper adsnewspaper ads and and holding open holding open

houseshouses, in order to reach , in order to reach buyers in buyers in today’s markettoday’s market, we need to , we need to

concentrate our efforts where concentrate our efforts where the buyers are shopping for the buyers are shopping for

properties…properties…

The Buyers of TodayThe Buyers of Today

Drive around looking Drive around looking for signsfor signsRead newspaper Read newspaper adsadsAttend Open Attend Open HousesHousesCall for informationCall for informationUse Buyer’s GuidesUse Buyer’s Guides

Search on the Search on the InternetInternetLook for Multiple Look for Multiple Photos and Photos and Expanded copyExpanded copyRequest Request information via information via E-MailE-Mail

Don’t…Don’t… Do….Do….

Why we focus on the InternetWhy we focus on the InternetInternet vs.Newspaper

18%

74%

53%

37%

2%

71%

41%

51% 51%43%

41%

0%

10%

20%

30%

40%

50%

60%

70%

80%

1995 1997 1999 2001 2003 2004

Internet Newspaper

74% of home buyers use the Internet to search for a 74% of home buyers use the Internet to search for a home--more than any other mediahome--more than any other media

The internet allows better marketing of a property to The internet allows better marketing of a property to a larger, TRACKABLE audiencea larger, TRACKABLE audience

Search Engine AdvertisingSearch Engine AdvertisingSearch Engine AdvertisingSearch Engine Advertising

$5 Million spent $5 Million spent to advertise on to advertise on Search Search EnginesEngines

Includes Includes 56,000 search 56,000 search termsterms

Shows as Shows as Sponsored Sponsored ResultsResults

$5 Million spent $5 Million spent to advertise on to advertise on Search Search EnginesEngines

Includes Includes 56,000 search 56,000 search termsterms

Shows as Shows as Sponsored Sponsored ResultsResults

How Consumers Find Web Sites

5%

6%

7%

9%

10%

10%

13%

41%

Forwarded E-mail

Specific E-mail

Ad in an E-mail

Print Ad

Online Ad

Word of Mouth

Guessed URL

Online Search Engine

Search Engine AdvertisingSearch Engine Advertising

2006 Internet Advertising 2006 Internet Advertising

Web sites and cable TVWeb sites and cable TV

Regional Banner Advertising Regional Banner Advertising on Realtor.comon Realtor.com

More Internet AdvertisingMore Internet Advertising

Banner ads on Yahoo.comBanner ads on Yahoo.com

Banner ads and marketing on Banner ads and marketing on msn.commsn.com

Special advertising during April for Special advertising during April for Open House monthOpen House month

Mr. & Mrs. Seller, Mr. & Mrs. Seller, because of because of strong strong advertisingadvertising on the on the

Internet, more buyers Internet, more buyers visit the web sites where visit the web sites where

I display your home.I display your home.

Display on 3 major web sitesDisplay on 3 major web sites

Buyers have a more positive Buyers have a more positive experience because we experience because we

include include multiple photosmultiple photos and and detailed descriptionsdetailed descriptions on our on our listings, and offer a variety listings, and offer a variety

of research tools for the of research tools for the internet shopper.internet shopper.

ColdwellBankerOnline.comColdwellBankerOnline.comColdwellBankerOnline.comColdwellBankerOnline.com

337,875 site visits in February, 2006337,875 site visits in February, 2006

3,615,300 page visits in February, 20063,615,300 page visits in February, 2006

ColdwellBankerOnline.comColdwellBankerOnline.com

Multiple photos Multiple photos and captions for and captions for each propertyeach property

Expanded Expanded marketing copymarketing copy

Virtual tours and Virtual tours and floor plansfloor plans

Open House tours Open House tours with schedules, with schedules, maps and driving maps and driving directionsdirections

Additional Buyers’ ToolsAdditional Buyers’ Tools•Community Community

Information/ Information/

demographicsdemographics

•School InformationSchool Information

•Online showing Online showing

requestrequest

•Preferred Customer Preferred Customer

Accounts Accounts

•Automatic E-mail Automatic E-mail

notificationnotification

ColdwellBanker.comColdwellBanker.com

2,284,949 site visits in February, 20062,284,949 site visits in February, 2006

33,695,719 page visits in February, 200633,695,719 page visits in February, 2006

ColdwellBanker.comColdwellBanker.comIndustry’s leading company web siteIndustry’s leading company web site

Nationally Advertised on televisionNationally Advertised on television

Unlimited photos on each propertyUnlimited photos on each property

Enhanced listing information on each Enhanced listing information on each propertyproperty

Document placementDocument placement

Online showing requestOnline showing request

Personalized accounts with notesPersonalized accounts with notes

Link to agent, neighborhood, financingLink to agent, neighborhood, financing

Visitor Learning CenterVisitor Learning Center

• Tools for Buyers, Sellers and Homeowners

• Library of Articles

• Neighborhood Information

• Home Comparison Index

• Glossary of Terms

Realtor.comRealtor.com

Over 10.9 million property views in Jan., 2006Over 10.9 million property views in Jan., 20061,264,442 Featured Home views, same month1,264,442 Featured Home views, same month5,877,817 Companion Ad views in Jan., 20065,877,817 Companion Ad views in Jan., 2006

Realtor.com-Featured HomesRealtor.com-Featured Homes

Exclusive position on search responseExclusive position on search response

Viewed first over all properties in a Viewed first over all properties in a communitycommunity

Seen 20 times more than other propertiesSeen 20 times more than other properties

Realtor.com-Realtor.com-Enhanced Showcase Feature Enhanced Showcase Feature

Showcase Showcase banner on all banner on all listingslistings

Featured Featured CompanyCompany

Every listing Every listing Prominent Prominent PlacementPlacement

6 Photos on every listing6 Photos on every listing

•Headline Option on every listingHeadline Option on every listing Moving banner over textMoving banner over text

Enhanced text on each listingEnhanced text on each listing

Direct agent Direct agent

and office linkand office link

Rapid Response Program Rapid Response Program

Converts online inquiries to phone Converts online inquiries to phone messagemessage

Calls the agent in under one minuteCalls the agent in under one minute—virtually real time—virtually real time

Enables us to respond immediately Enables us to respond immediately and sell properties fasterand sell properties faster

Mr. & Mrs. Seller, Mr. & Mrs. Seller, I will keep you I will keep you

informed informed at all times!at all times!

Traffic from Local SiteTraffic from Local Site

Traffic from National SiteTraffic from National Site

Traffic from Realtor.comTraffic from Realtor.com