harcourts - st heliers 14 sep 09

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How the internet is transforming real estate

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Presentation to sales team at Harcourts - St Heliers 14 Sep 09.

TRANSCRIPT

Page 1: Harcourts - St Heliers 14 Sep 09

How the internet is transforming real estate

Page 2: Harcourts - St Heliers 14 Sep 09

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

Page 3: Harcourts - St Heliers 14 Sep 09

This is real estate 2009!

Page 4: Harcourts - St Heliers 14 Sep 09

Latest research from USA – the web #1 for search

National Association of Realtors Home Buyer Survey 2008

Page 5: Harcourts - St Heliers 14 Sep 09

78%

63%

46%

40%

38%

38%

36%

35%

31%

29%

5%

4%

4%

2%

9%

69%

55%

55%

49%

34%

25%

25%

24%

43%

21%

2%

4%

2%

7%

Specialist Real Estate Websites

Company Real Estate Websites

Specialist Real Estate Magazines

Community/Local newspapers

Company Real Estate Magazines

Search Engines

For Sale Signs

Real Estate Brochures

Metropolitan Newspapers - print or online editions

Real Estate Office Window Displays

Billboards

Consumer Magazines

Television

Directories

Other

2009

2008

NZ: Media usage – searching for property

Page 6: Harcourts - St Heliers 14 Sep 09

Traditional model has changed

Page 7: Harcourts - St Heliers 14 Sep 09

Buyers in control

Page 8: Harcourts - St Heliers 14 Sep 09

Relationship with buyers has changed

5 – 10 years ago

Today

Research / Research / Research

Page 9: Harcourts - St Heliers 14 Sep 09

““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!

Page 10: Harcourts - St Heliers 14 Sep 09

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

Page 11: Harcourts - St Heliers 14 Sep 09

“Edutainment”

Breadth

Understanding interest / behaviour

Browse full set of listings in target areas

Depth

“Serious buyers”

Narrow down to view target listings in area Narrow down to view target listings in area

Quick-look filter Quick-look filter

Deeper filter & inspirationDeeper filter & inspiration

Price check & risk reductionPrice check & risk reduction

Depth

Browse full set of listings in target areas

Page 12: Harcourts - St Heliers 14 Sep 09

Evolving consumer experience

Searching for property

Page 13: Harcourts - St Heliers 14 Sep 09

Evolving consumer experience

Searching for propertybuy

Searching for someone to help me sell my property

Page 14: Harcourts - St Heliers 14 Sep 09

25,0166,000 / week

25,0166,000 / week

3,6364,500 / week

3,6364,500 / week

7,8103,500 / week

7,8103,500 / 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

Page 15: Harcourts - St Heliers 14 Sep 09

Understanding interest / behaviour

Page 16: Harcourts - St Heliers 14 Sep 09

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

Page 17: Harcourts - St Heliers 14 Sep 09

>1,000,000 sessions per week

40% up on same period last year

Page 18: Harcourts - St Heliers 14 Sep 09

Seasonal pick up– the web provides key indicatorSeasonal pick up– the web provides key indicator

Page 19: Harcourts - St Heliers 14 Sep 09

Supply and demand in the local market

Page 20: Harcourts - St Heliers 14 Sep 09

Rich / comprehensive property information

Page 21: Harcourts - St Heliers 14 Sep 09

Property information at your finger tips

Page 22: Harcourts - St Heliers 14 Sep 09

1,528,000 properties in NZ

Page 23: Harcourts - St Heliers 14 Sep 09

Every property has a web page

Page 24: Harcourts - St Heliers 14 Sep 09

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

Page 25: Harcourts - St Heliers 14 Sep 09

What are they looking for?

Page 26: Harcourts - St Heliers 14 Sep 09

Address

Accurate pricing Large images / high quality images

Maps

Get the basics right!

Page 27: Harcourts - St Heliers 14 Sep 09

Richer and richer information

Page 28: Harcourts - St Heliers 14 Sep 09

Information online – StreetView from Google

Page 29: Harcourts - St Heliers 14 Sep 09

Google Maps – real estate

Page 30: Harcourts - St Heliers 14 Sep 09

Email alerts – first impressions count!

Page 31: Harcourts - St Heliers 14 Sep 09

Your listings – for your client and for you

Page 32: Harcourts - St Heliers 14 Sep 09

Featured listings

Page 33: Harcourts - St Heliers 14 Sep 09

Featured listings – cost effective advertising

Negotiation AuctionListing # UPH10354 PO081104 Price range: $700k - $1m $750k - $850k

Listed: 21 Nov 21 Nov

4,114 page views in January with a featured

listing

232 page views in January

17 times more views

Page 34: Harcourts - St Heliers 14 Sep 09

14 days with a featured listing delivers an

audience of over 10 times more viewings than a regular listing

$250 $250 inc GSTinc GST

Featured listing for just

Vendor paid marketing – that delivers

Page 35: Harcourts - St Heliers 14 Sep 09

Buyers - call to action

Page 36: Harcourts - St Heliers 14 Sep 09

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

Page 37: Harcourts - St Heliers 14 Sep 09
Page 38: Harcourts - St Heliers 14 Sep 09

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

Page 39: Harcourts - St Heliers 14 Sep 09

Courtesy of Business 2.0

How to be found on Google!

Page 40: Harcourts - St Heliers 14 Sep 09

The power of links

Page 41: Harcourts - St Heliers 14 Sep 09

To be found you need to be online

Page 42: Harcourts - St Heliers 14 Sep 09

Part 1: Find yourself on Google

Page 43: Harcourts - St Heliers 14 Sep 09

Part 2 : Be found on Google

Page 44: Harcourts - St Heliers 14 Sep 09

Blogging – conversations online

• Web page

• Library of articles

• Profile

• Authentic / Transparent

• Requires commitment

• The most powerful form of marketing

Page 45: Harcourts - St Heliers 14 Sep 09

Blogs – hosted on realestate.co.nz

Page 46: Harcourts - St Heliers 14 Sep 09

Social Media – building a profile

Page 47: Harcourts - St Heliers 14 Sep 09

Free profile page – linked to your listings

Page 48: Harcourts - St Heliers 14 Sep 09

Free page – add full profile

Page 49: Harcourts - St Heliers 14 Sep 09

Sell yourself!

Page 50: Harcourts - St Heliers 14 Sep 09

Promote yourself everyday to over 15,000 people a day

Just 3 agents per suburb

July / Aug / Sep

$15 / $75 / $150 per month

Online ordering and credit card transaction

Page 51: Harcourts - St Heliers 14 Sep 09

Login / sign up / profile yourself

Page 52: Harcourts - St Heliers 14 Sep 09

“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

Page 53: Harcourts - St Heliers 14 Sep 09

Enjoyed the presentation?

www.tinyurl.com/nzrealestatewww.tinyurl.com/nzrealestate

Page 54: Harcourts - St Heliers 14 Sep 09

Proudly supporting the real estate

industry

Proudly supporting the real estate

industry