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technology & market ing report

first quarter 2010prudent ia l homesale

Improvements to PrudentialHomesale.com are resulting in a dramatic increase in consumer interaction. March 2010 “My Home Finder” portfolio creation is up 760% over March 2009. This means that home buyers are :

Finding PrudentialHomesale.com when they search for homes online (the new site and search engine optimization efforts are making this possible), AND Think that the site is relevant and trustworthy enough that they are willing to give their personal information ANDThey want to have homes that meet their criteria emailed to them

The new PrudentialHomesale.com has a lot of opportunities for buyers to register for My Home Finder. They’re working. There are also a lot of opportunities to create buyer leads on properties. Those are working, too. (See “1st Quarter Leads Up 19.5%”)

My Home Finder isn’t just a nice feature for home buyers. It is a valuable element of Prudential Homesale’s property marketing mix. This is target marketing delivered directly to people who have raised their hands and said, “Yes, I’m interested in buying a home. Please let me know when one is available so that I can look at it and maybe buy it.” Getting consumers to want to be marketed to is the Holy Grail of marketing. And do you think it has value to your sellers? You bet it does!

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Consumer Engagement On PrudentialHomesale.com Rising with Increased “My Home Finder” Portfolio Creation

“My Home Finder . . . is a valuable element of Prudential

Homesale’s property

marketing mix.”

Definitions:Search Engine - Search engines provide a list of websites based any keyword that you use to conduct a search. Major search engines include Google, Yahoo, AltaVista, and Lycos.

Search Engine Optimization (SEO) - Search engine optimization (SEO) is the art of enhancing aspects of a Web site to improve its ranking in search engine results.

Visits versus Unique Visitors – If Sue, John, and Mary go to a Website, they are 3 unique visitors. If each of them go to the site 4 times, that’s 12 visits.

2010 is off to a strong start with 6,440 property leads tracked by the Prudential Homesale Lead Center in the first quarter. That’s a 19.35% increase over leads generated in the first quarter of 2009. While this is due in part to the First Time Homebuyer Tax Credit, leads can also be credited to a more productive media mix and increases in visitor traffic to PrudentialHomesale.com. Info 24/7, a new lead source added in April 2009, has generated 11% of the property leads this quarter through “Live Connect”. “Live Connect” occurs when a caller presses “1” to be connected with a Prudential Homesale agent. While some of those leads would normally have been tracked as yard sign inquiries, several more are IDX leads. IDX leads are calls that are coming to Prudential Homesale agents from buyers who see another broker’s yard sign and call Info 24/7 instead of contacting the competing broker. The ability to generate a lead from another broker’s property is a particularly exciting feature of Info 24/7.

1st Quarter 2010 Leads Up 19.35%

I N C R E A S I N G I N F O 2 4 / 7 I D X C A L L SIncreasing the number of IDX calls an agent receives through Info 24/7 is quite simple:

Tell buyers about the service. Give them something so they can remember the phone number. Static stickers are available from operations managers. Labels and fliers are available for on-demand printing on TeamHomesale.comActivate your buyer’s phone number in the Info 24/7 dashboard so that you get the lead.

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1st quarter 2010 leads are up 19.35% over 1st quarter 2009

6440 Leads Generated

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1st Quarter 20101st Quarter 2009

Newspapers 548 leads; 10% of total

Newspapers 461 leads; 7% of total

Internet 2421 leads; 45% of total

Internet 3,457 leads; 54% of total

Homes Magazines 459 leads; 9% of total

Homes Magazines 250 leads; 4% of total

Yard Signs 1,968 leads; 36% of total

Yard Signs 1578 leads; 24% of total

Info 24/7 “Live Connect” leads; 11% of total

5396 Leads Generated

Definitions:IDX – Acronym for Internet Data Exchange. IDX references the transfer of MLS data from the MLS Board to Realtor websites. An IDX Website includes all brokers’ listings that are available within a particular MLS, so long as the broker has given approval for their listing data to be included in IDX Websites.

IDX leads – When we refer to an IDX lead, we are talking about a lead about another broker’s listing that is coming to a Prudential Homesale real estate agent from a source like PrudentialHomesale.com or Info 24/7.

Prudential Homesale Property Marketing Delivers60% of the leads delivered to Prudential Homesale agents in the first quarter of 2010 were from sources exclusive to Prudential Homesale. This is up since year end 2009, which showed 54% of property leads from Homesale-exclusive sources.

This is fantastic news for all Prudential Homesale associates and home sellers. The Information & Technology Team, the Marketing Team, and the Homesale leadership as a whole work hard to enhance property lead generation for Homesale agents. The fact that 60% of Homesale’s property leads are from sources which are simply not available to agents with other brokers is exciting news, and certainly creates a point of distinction from the competition.

Join us on Facebook If you haven’t already done so, be sure to “Like” Prudential Homesale on Facebook. You’ll get great information about local and national trends, tips, and Homesale news. It’s a great way to stay informed. Plus you can copy and paste anything you like directly into your own Facebook profile to share with your friends.

Just go to www.Facebook.com/PrudentialHomesale Click on the “Like” button at the top. -- Done!!

Follow Prudential Homesale on TwitterYes, Prudential Homesale is officially on Twitter, sharing industry news and Homesale updates. If you enter your cell phone number when you sign up for Twitter, you can choose to receive instant updates via phone. This gets information to followers with lightening-fast speed.

Go to www.Twitter.com/PrudentialHSG to follow along.

2010 Prudential HomeSale Exclusive Marketing Graph

1st Quarter

60%Property leads from HomeSale Exclusive Sources (3,852 leads)

Additional HomeSale-Paid

Advertising(2,568 leads)

technology & market ing report

first quarter 2010prudent ia l homesale