harcourts rural presentation 28 jul 09
DESCRIPTION
Presentation to Harcourts rural sales sales teams at Hamilton Airport Hotel 28 Jul 09TRANSCRIPT
The web has transformedreal estate marketing
1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
Real estate is found online!
25,0166,000 / week
25,0166,000 / week
3,6364,500 / week
3,6364,500 / week
7,8106,000 / week
7,8106,000 / week
41,107100,000 / week
41,107100,000 / week
10,10315,000 / week
10,10315,000 / week
17,4128,000 / week
17,4128,000 / week
7,16230,000 /
week
7,16230,000 /
week
Not one site – many audiences
110,000 listings – 168,000 sessions per week110,000 listings – 168,000 sessions per week
Growing audience
Broad international audience
Latest research from USA – the web #1 for search
National Association of Realtors Home Buyer Survey 2008
The web is central to real estate in 2009!
NZ – where do they search for property?
““Traditional agents will Traditional agents will not be replaced by not be replaced by
technology...technology...
..they will be replaced ..they will be replaced by agents with by agents with
technology”technology”
Real estate professionals need to change!
1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
Browse full set of listings in target areas
Narrow down to view target listings in area
Quick-look filter
Deeper filter & inspiration
“Edutainment”
“Serious buyers”
Price check & risk reduction
Breadth
Depth
Understanding interest / behaviour
Evolving consumer experience
Searching for propertybuy
Searching for someone to help me sell my property
1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
>1,000,000 sessions per week
33% up on same period last year
Seasonal pick up– the web provides key indicatorSeasonal pick up– the web provides key indicator
Relevant data for the rural market
1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
What are they looking for?
Get the basics right!
Rich information
Viewing information
Richer and richer information
Email alerts – first impressions count!
Your listings – for your client and for you
Featured listings
Featured listings – cost effective advertising
14 days with a featured listing delivers an
enhanced presentation with more viewings than
a regular listing
$100 $100 inc GSTinc GST
Featured listing for just
Vendor paid marketing – that delivers
Buyers - call to action
1. The web is the home of real estate
2. Understanding the buyer behaviour
3. The web provides rich information
4. Getting the basics right - listings
5. Your profile – your future!
How to make the most of the web
1998 : 26,000,000 web pages1998 : 26,000,000 web pages
2000: 1,000,000,000 web pages2000: 1,000,000,000 web pages
2008: 1,000,000,000,000 web pages2008: 1,000,000,000,000 web pages
100,000,000,000 clicks per day100,000,000,000 clicks per day
The power of links
To be found you need to be online
Part 1: Find yourself on Google
Blogging – conversations online
• Web page
• Library of articles
• Profile
• Authentic / Transparent
• Requires commitment
• The most powerful form of marketing
Blogs – hosted on realestate.co.nz
Social Media – building a profile
Free profile page – linked to your listings
Sell yourself!
Promote yourself everyday to over 15,000 people a day
Just 3 agents per suburb
July / Aug / Sep
$10 / $15 / $25 per month
Online ordering and credit card transaction
Login / sign up / profile yourself
“Homebuyers & Agents have information overload.
Agents must create legitimate value-add services & become the trusted go-to person”
Stefan Swanepoel
The changing face of real estate
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Proudly supporting the real estate
industry
Proudly supporting the real estate
industry