Marketing Kit
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Contents
.Introducing .HAUS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Market and Audience Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Premium Domains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Messaging & Taglines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Display Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Email Template . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Audience Engagement & Social Media . . . . . . . . . . . . . . . . . . . . . . . . . .9
Ad Concepts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Blog content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Contact Us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
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14,000+real estate companies in Germany
70,000+private property sellers on the Immobilienscout24 platform
.Introducing .HAUS
Haus is both pronounced and translated as ‘House’ in English. It also has a number of other distinct meanings across all German-speaking countries:
BUILDERS, ARCHITECTS, CONSTRUCTION (LIKE “HOUSE”)
Examples: single family/multi family housing
FAMILY BUSINESS (LIKE “HOUSE OF FRASER”)
Examples: kellerhaus, steinhaus, bergmannhaus
PRINCIPLE FOCUS OF A BUSINESS (LIKE “HOUSE OF PANCAKES”)
Examples: bierhaus, pfandhaus, autohaus
The new .HAUS TLD will appeal to anyone involved with the physical structure of the home, from builder to broker – and all of the service industries related to it. It will also appeal to family businesses using the familial name (say, House of Muller) and businesses called after their main product (say, House of Candy). Obviously, the construction industry will be the prime focus of the .HAUS business, but we do anticipate a large uptake from these other two markets as well.
The property market and beyond
Real Estate in Germany, Austria and Switzerland avoided the property bubble seen elsewhere in Europe in the first decade of the 21st century. Demand and credit availability in the big German cities has created a sellers’ market, and keeps prices buoyant. This has also led to a residential buy-to-let market that’s stronger than commercial property investment. To cap this, consumer spending in Germany outstrips the rest of Europe, and has picked up considerably since the lows of 2012 and early 2013.
Many of the market conditions in Austria, Switzerland and other German-speaking countries are similar to those in Germany, so .HAUS will have a similar appeal there.
Beyond property, the .HAUS domain also nails a consistent online identity for the many businesses with ‘Haus’ already existing as part of their brand identity, either through a combination of family name + ‘Haus’ or goods/services + ‘Haus’. Retail is booming in Germany and, especially online retail. Many of the barriers to online purchasing, such as bandwidth and security concerns have disappeared opening up a whole new world to .HAUS domains.
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Benefits of .HAUS:
• High-value, low-cost branding for business
• The right name to drive quality traffic
• Immediate industry recognition for people in construction/real estate
• Alignment with branded business names already using the term ‘Haus’
Market and Audience Overview
Target Audiences
PRIMARY AUDIENCE
Property development professionals – home builders/contractors, architects, residential developers
Realty professionals – realty firms (SMB), real estate agents/brokers, property management companies
Professionals in related areas – mortgage lenders/brokers, property appraisers, insurance agents/brokers
SECONDARY AUDIENCE
Channel Partners – marketing, business development and operations directors/managers amongst registrars and resellers.
TERTIARY AUDIENCE
Business Development Partners – trade associations in housing & design industries:
• Immobilien Verband Deutschland – www.ivd.net
• Österreichische Verband der Immobilientreuhänder – www.ovi.at/de/verband/index.php
• Schweizerische Verband der Immobilienwirtschaft – www.svit.ch
• Bundesverband Deutscher Grundstuckssachverstandiger – www.bdgs.de
• Verband Deutscher Versicherungs Makler – www.vdvm.de
• Verband Deutscher Architekten – www.vda-architekten.de
• Bund Deutscher Architekten – www.bda-architekten.de
• Bundesarchitektenkammer – www.bak.de
325,000+retailers in Germany
3,600,000+services businesses in Germany
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• Bund Deutscher Baumeister, Architekten und Ingenieure – www.baumeister-online.de
• Bund Deutscher Innen Architekten – www.bdia.de
• Bund Österreichischer Innenarchitekten – www.innenarchitekten.at
• Bund Schweitzer Architekten – www.architekten-bsa.ch
• Schweitzer Baumeister Verband – www.baumeister.ch
• Arbeitgeberverband Deutscher Architekten and Ingenieure – www.zdi-ingenieure.de
• Deutsche Ingenieur und Architekten Akademie – www.diaa-akademie.de
Value Added Services
Germany’s residential property market will look to .HAUS for a strong, instantly-recognizable online identity. Value Added Services, such as .HAUS websites and email addresses, will be extremely attractive as many of these businesses will be small offices or businesses without IT resources in need of highly functional, secure websites. Generally, they will not have the design or technical resources for a professional website, so will probably need a full package of services. For retailers where transactions are carried out online, security and ecommerce may be required.
Premium Domains
LOCATION
Top regions, cities, locations + Haus: münchen.haus, schwarzwald.haus, zürich.haus, oberbayern.haus, rhineruhr.haus
PRODUCTS OR SERVICES
Products + Haus: bier.haus, pfand.haus, auto.haus
FAMILY BUSINESSES
Family name + Haus: keller.haus, stein.haus, bergmann.haus
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Messaging & Taglines
GENERAL
The best place to live online
Make .HAUS your location for business on the internet.
Set up shop with a .HAUS domain.
RESIDENTIAL CONTRACTORS:
Let your audience know the market you serve.
Show people what you do.
DESIGNERS/ARCHITECTS:
Brand your area of expertise with a .HAUS domain.
Draw in more business with a .HAUS domain.
REAL-ESTATE AGENTS/BROKERS:
Get a web address that speaks to your market.
Set up shop on main street with a .HAUS domain.
PROPERTY-RELATED SEGMENT SERVICES:
Be where the core of your business lives.
Come to the online home of property.
PROPERTY MANAGEMENT FIRMS (FOR INDIVIDUAL BUILDINGS):
Make your tenants feel at home with one address for online and offline.
Welcome to the property neighborhood.
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Display Ads
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Email Template
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Audience Engagement & Social Media
Ad Concepts
RESIDENTIAL CONTRACTORS
Build a bigger business with a .HAUS domain.
Get a business address right at the heart of real estate in Germany.
DESIGNERS/ARCHITECTS
Brand your business better online with a .HAUS domain.
Set up shop at the heart of real estate in German-speaking countries.
REAL-ESTATE AGENTS/BROKERS
Bring owners and tenants together with .HAUS.
Come to the place online where customers will knock on your door.
PROPERTY-RELATED SEGMENT SERVICES
Live near your customers with a .HAUS address.
It’s where property lives online.
Blog content
HAUS PROUD
Most Germans don’t buy houses. In fact, the country has one of the lowest levels of home ownership in Europe. The rate’s about 43%, unlike in the UK, for instance, where it’s over 70%. Historical factors, the cost of land and the cost of financing mortgages, makes buying the dream home – certainly in the cities, at least - a less attractive prospect for many Germans. This means that renting is very common in Germany, and even when people own their own place, they are more likely to live in an apartment, condo or terrace than in a detached family house. In fact, rental prices, construction quality of housing, tax and industry regulations actively encourage renting over buying. The Germans still pay a higher portion of their disposable income on housing than many of their European neighbors, but they are happy to remain renting. The new .HAUS TLD will provide the online foundations for this strong rental market and all of it’s ancillary services, as well as for the (almost) other half of the population who choose to buck the trend and buy. (Source: http://qz.com/167887/germany-has-one-of-the-worlds-lowest-homeownership-rates/)
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Tweets
RESIDENTIAL CONTRACTORS
Move your business to a better address with a .HAUS domain
DESIGNERS/ARCHITECTS
Be found easier online with a .HAUS address
REAL-ESTATE AGENTS/BROKERS
Bring more clients to your door with a .HAUS domain
PROPERTY-RELATED SEGMENT SERVICES
Stay close to your customers with a .HAUS domain
PROPERTY MANAGEMENT FIRMS (FOR INDIVIDUAL BUILDINGS)
Be where owners, buyers and renters expect to find you with a .HAUS address
RESIDENTIAL CONTRACTORS
SUBJECT:
HEADLINE:
BODY:
Let potential customers find you
Move to .HAUS, the ideal place for real estate
You’ve heard it before: location, location, location. Now there’s one bit of real estate online that’s perfectly positioned to put your business on the map across all German-speaking countries. Get your most desirable address today!
To start building your business, click here.
DESIGNERS/ARCHITECTS
SUBJECT:
HEADLINE:
BODY:
Be seen for what you do
Set up shop with a .HAUS address
Let potential clients find you and see what you do. Help them find the home of their dreams.
To start building your business, click here.
Rightside and the Rightside logo are trademarks of Rightside Group, Ltd. in
the United States and/or other countries.
© 2014 United TLD Holdco, Ltd. t/a Rightside Registry. All rights reserved.
Marketing Kit
For more information, shoot us an email at:[email protected]
thank you!
REAL-ESTATE AGENTS/BROKERS
SUBJECT:
HEADLINE:
BODY:
Connect with your customers online
Find more business with a .HAUS address
A .HAUS address is the location for your business. It’s main street property in all German-speaking countries. It’s where you need to move today.
To start building your business, click here.
PROPERTY-RELATED SEGMENT SERVICES
SUBJECT:
HEADLINE:
BODY:
The right place. The right time.
Let everyone know where you are with a .HAUS domain
Build your business with the best online address for property businesses online. A .HAUS domain opens your door onto the perfect main street location for homes online.
To start building your business, click here.
PROPERTY MANAGEMENT FIRMS (FOR INDIVIDUAL BUILDINGS)
SUBJECT:
HEADLINE:
BODY:
Stick close to your clients
Let them find you fast with a .HAUS domain
Your online address is the first place prospective customers look. So let them find you at the heart of the real estate business with a .HAUS web address.
To start building your business, click here.
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