vendor education internal launch presentation final1

realestate.com.auVendor Education Launch

April 2009

Background…

Total Awareness Principal / Sale

Agent

Feature Property 99% 97%

eBrochure 92% 81%

Guaranteed Top Spot 95% 90%

Awareness of products amongst agents is high.

Despite this, overall penetration is still low.

National

Feature Property 8.3% of listings

eBrochure 1% of listings

Guaranteed Top Spot 12% of suburbs

CHALLENGE:HOW DO WE INCREASE

PRODUCT UPTAKE?

The opportunity…

Vendor Education is an idea that was borne to generate a push – pull

marketing strategy between vendors and agents for depth products.

The idea is to educate vendors about the benefits of: • advertising online• REA products when selling their home.

In turn encouraging agents to purchase

online products at their customers request.

Case studies (industry market leaders i.e. IKEA, Bunnings)• What makes them successful in educating consumers?• What information do they provide?• How do they provide the information?

Key Findings:Educating consumers is successful for companies when trust is earned. Its about:

• Empowering consumers

• Leveraging off high stress decision making – being the one to ‘make it easier’

• Increasing consumers confidence about decision making

• Earning trust from consumers in exchange for information

• Providing tools beyond what is directly applicable to service

What research did we do?

Focus groups (sellers & market monitors)• What are the research stages when selling property?• What information do sellers want?• How would they like to receive information?• Would they feel comfortable asking their agent about advertising?

Key findings:• Vendors agree that online is the most important way to advertise (lack of awareness

of products)• Most vendors follow agents recommendations• No ‘one place’ for vendors to go for selling information• Vendors do not want a complete a-z of selling; they want to be able to find the

information they are looking for quickly and easily.• Vendors would feel comfortable asking their agent about advertising• Research stages were identified as: Thinking about selling, deciding to sell/choosing

an agent, engaging an agent and confirming details of sale, during the sales process.

What research did we do?

The solution….

Launch of a microsite

realestate.com.au

Selling Guide

www.realestate.com.au/sellingguide

Consumer objective:To provide vendors with information and tools that will assist them in the selling process including the value of advertising their property online, and the realestate.com.au products that are available to ensure that

they get the most enquiry and highest price for their property. – educate &

empower

Business objectives:

• To actively position REA as the market educator for online advertising for both agents & consumers

• To increase take up of single purchase depth products that agents have the option of purchasing on a per property basis:

- Guaranteed Top Spot, Feature Property, eBrochure

By providing vendors with information and tools to ask agents about REA products (create push-pull)

The objectives….

What will you find?

ARTICLES / INFORMATION VIDEO’S

What you will find?

Useful market data such as Weekly Auction Results from RP Data

Relevant links back to realestate.com.au :• Find an Agent• Sold Properties• Sign up to eAlerts• Searching for property

Jargon Busters• In real estate there is a lot of jargon

provide sellers with simple definition of some popular jargon

Did you Know…• Quick important facts

Checklists Useful checklists that consumers can download

Facts & Statistics Easy to understand facts on online adv

REA Product info

This is a key part of the site which provides a simple description of our products

Downloadable ‘Advertising Online’ flyer

We provide a downloadable ‘advertising online’ flyer.

Encourages consumers to print the flyer and take it to their agent ask to discuss the products and how they can be included in their advertising schedule.

Downloadable ‘Selling Guide’ brochureKey info from site designed into a attractive downloadable Selling Guide Brochure

New Vendor FlyerNew Vendor Flyer available for agents to orderand give to potential vendors.

Reaching our target audience

• Females

• 25 – 54 year olds

• Key focus in Sydney and secondary in Melbourne to combat domain’s increased level of marketing activity

• Media activity to compliment current peak site visit times

• Media Channel selection is targeted at people that could be interested in ‘selling’ i.e.. own mortgages, visited REA sell section and sold properties

Level 1Awareness

Strategy

To reach the mass market and generate brand awareness of the Sellers Guide at realestate.com.au

Level 2Consideration

Tactics

TVC : 30 second vignettesRadio : Top & Tail commercials and traffic sponsorshipSocial Networking sites : Twitter

Level 3Direct Response/ Usage

Level 4Repeat usage

Give consumers a reason to consider realestate.com.au and visit Sellers Guide

Disrupt the current strong positioning of domain and getting close to the action

Online display, video & eDMs

PR : Herald Sun Weekly columnNews Community Newspapers

Tactical Activity : Brand Custodians handing out REA buying and selling organiser

Sydney only, focusing in domain strong areas at OFI

Derive a need to retrial/revisit and engage consumers to commence WOM

Social networking sites : building communities and conversationRegister to get information updatesWeekly refreshed content : Auction Results

How are we reaching our audience?


Integrated campaign using multi channels Commencing Sunday 3rd May until end June 09

TV : Channel 9• 30 second vignettes : Real estate selling updates

– Provide sellers with practical tips and info – “why didn’t I think of that?”– Fronted by Melbourne comedian, Lawrence Mooney– Commencing Sunday 3rd May until Friday 3rd July : 9 week schedule

• Programming– Today Show (Syd & Melb)

• Target: 30 – 49 years• Peak time:

– Sydney : Wed – Friday Breakfast 7:30am – Melbourne : Wed – Fri Breakfast 7.30am

– Home Made (NEW Design and Renovation show): Syd only• 8 weeks• Sunday evening 6.30pm

– Nine News and 60 Minutes : Syd only• 60 Minutes : 5 Spots• Nine News : 4 Spots

Example vignette – Advertising

If video does not play visit: http://www.youtube.com/watch?v=aBLERKHA4Qg

Example vignette – Why use an agent

If video does not play visit: http://www.youtube.com/watch?v=Dnlkl4F94_c

Example vignette – Preparing your home

http://www.youtube.com/watch?v=w9ynpe8pwwc

Radio• Sydney

– 2DAY• Kyle & Jacqui Breakfast Traffic sponsorship• High frequency with credits every 15 minutes• Mon – Fri for 4 weeks

– 2GB• Last break before news @ 7am and 8am. Mon – Fri for 9 weeks• Stockmarket Report Sponsorship. Mon – Fri for 9 weeks

• Melbourne– 3AW

• Top & Tail 15 second recorded spots with Bill Kusznirczuk (resident urban planning expert) Breakfast Thurs – Fri for 9 weeks

– Fox FM• Matt & Jo Breakfast Traffic sponsorship• High frequency with creditsevery 15 minutes• Mon – Fri for 4 weeks

Digital

• eDMs to REA and third party databases– targeting homeowners and those with mortgage

• Display advertising– REA site & network– External Networks include : • Website retargeting of consumers that visited

the Sell & Sold properties of REA

• Behavioural targeting across Yahoo based on Search terms they enter in Yahoo, content viewed and where they visited

• Video content on 9MSN (Platform 9).

Example of display advertising

Getting close to the action – OFI’sREA Brand Custodians handing out branded folders at selected OFI’s – Syd only

– Target 7 areas (approx 60 suburbs) identified as domain 50/50 areas

– Commencing Sat 9th May for 6 weeks

– 8 Teams of 2 staff to hand out branded folders at OFI’s

– For agents a great value add to their customers

– For consumers useful giveaway to take home to help them stay on top of all the property paperwork such as contracts, property flyers, OFI lists and agent contact details. – keep REA top of mind

Areas include :- Hills District - Upper North Shore- Northern Beaches - North Shore- Mid-North Shore - Sutherland- St. George X 2 teams

PR & social networking

• PR – targeting homeowners and those with mortgage

• Social Networking– Our aim is to build a community and get engaged in relevant

conversations

Start off sending out weekly tweets : topical infoWhen is the right time to sell?

Tweet: If the property market follows the general state of the economy, when is a good time to sell? We’ve got the scoop on today’s sellers market. (link to relevant articles & RP data)Tweet: Thinking of selling your home? Find out if it’s worth waiting for spring.

Start adding to discussion boards Discussion topic: Tell us your tips for getting a great winter sale?.

Agent CommunicationCommunications

Monday 4th MayEmail communication – launch to include choosing an agent video

Monday 11th MayNew vendor flyers available to order – email comms to agents

w/c Monday 18th MayArticle in agent newsletter

w/c Wednesday 20th MayTile ad on Agent Admin

Agent tools

• New vendor flyers• Tile ad image available for agent websites• Additional give-away folders (other states)

– Distribution via AM

• DL Flyer in renewal and welcome kit

Measuring Success

Key website metrics to realestate.com.au/sellingguide

– UB’s, Frequency, Sessions Duration

– No. of downloadis of checklist & brochures

Brand Health Measures

– July & August we want to see a positive shift in Syd and Melb in the % of consumers that when asked “ which site that lists properties available to rent, buy & share first comes to mind” state realestate.com.au

Creative Testing– Channel 9 is undertaking research to track cut through & effectiveness of the

vignettes

Any Questions?