Remax Online Media Plan

Presented by:

Ben Wollman

Objectives

To be real estate company of choice for all home buyers in 2009.

To generate 100% more leads than in 2008.

Planning Parameters Target: Young Professionals

Markets: Entire US with focus in New England

Budget: $10 Million

Flights: March-October Peak Season (May, June, July and

August) Off-Peak Season (March, April,

September and October)

Channel Strategy Search Engine Marketing (SEM):

Click through rates are higher than banner ads.

Users are pulling in information Branding

Internet Radio/ Video: High impact placements Endemic channels

Social Networks Registration data Low cost per thousand Scale

Search Engine Marketing (SEM)

Coverage

Houses

House

Homes

Houses for Rent

Buy House

Apartments for Rent

Buy Apartments

Commercial Properties

Residential Properties

Real Estate Companies

Real Estate Agent

Homes for Sale

House for Sale

Real Estate Listings

Top Real Estate Companies

Rental PropertiesProperty SearchSelling HomeSelling House

Selling ApartmentRental PropertiesProperty SearchSelling HomeSelling HouseSelling ApartmentRental PropertiesProperty SearchSelling HomeSelling HouseReal Estate

Selling Apartment

Homes for Sale

House for Sale

Real Estate Listings

Top Real Estate Companies

Rental Properties

Property Search

Selling Home

Selling House

Selling Apartment

Home Mortgage

New Homes

Luxury Homes

Buy New Home

New England Homes

Moving Houses

Relocating

Relocating Homes

Relocating New England

Average CPC: $4.78 (at a maximum CPC of $48.93)Estimated clicks per day: 115,347-141,915 (at daily budget of $250,000.00

CompetitionColdwell Banker

Century 21

Yahoo! Real Estate

Yellow Pages Real Estate

AOL Real Estate

Warner-Ball Real Estate

Prudential

For sale by owner

Craigslist

Craigslist.com

BuyOwner

ByOwner

Home Depot

Lowed

Househunt.com

Homefinder.com

KW.com

KW

Luxuryrealestate.com

Trulia.com

Move.com

Rental Companies

UHAUL

UHAUL.com

Moving companies

Moving truck company

Hardware store

Hardware stores

Ace Hardware

Weichert Realtors

Average CPC: $1.36 (at a maximum CPC of $32.86)Estimated clicks per day: 32,436-34,233 (at a daily budget of $40,760.00)

CoreRemax Houses

Remax Apartments

Remax Real Estate

Remax Homes

Remax Directory

Remax

Remax Selling

Remax Renting

Remax Property

Remax Property Search

Remax Agents

Remax Residential Property

Remax Commercial Property

Remax Agent

Remax Property Listing

Remax Search

Remax Realtor

Remax Realtors

Remax Sales

Outstanding Agents

Outstanding Results

Remax land

Re Max

Remax Company

Remax Corp.

Remax Corporation

Remax News

Remax Information

Remax Company Information

Remax New England

Average CPC: $0.66 (at a maximum CPC of $2.25)Estimated clicks per day: 12-20 (at a daily budget of $20.00)

Online Radio/ Video

Spending is recommended for the Off-Peak months of March, April, September and October. Help provide continuity for the Remax campaign and

increase both reach and frequency.

There is a higher concentration of users online at work/home (less in peak summer season)

Pandora and YouTube

$3 million to both online radio and video

Social Networks

Specific audience, professionals

There is a direct correlation between job hunting and real estate (new jobs may require relocation or the ability to buy a new home)

Spending is recommended for the entirety of the campaign lifecycle.

LinkedIn yields the highest ROI and will receive the entire $3 million budget.

The 8 month campaign will divide the $3 million budget into eight equal parts, with $375,000 spent during the months March-October

Creative Considerations:

Rich Media

1. Media Placement: Placed on high traffic websites that fall into

relevant target consumer categories Job search, home improvement, investments/

banking and automotive. Higher placements in New England

geographic region to increase frequency. And ROC campaign is suggested to verify

“target ability”

2. In Page Banner: Standard IAB ad unit to allow rich media content Utilize zip code “sniffing” to match the user with a

scenery of familiar geography, on user registered sites or IP tracking on standard pages.

Iconic Remax balloon will float across the banner adding color to the black and white advertisement.

User can interact with the balloon adding color to the black and white advertisement

3. Expandable Unit Will be incorporated below the banner Include drop down lists and fill-in user text boxes The user is given the ability to search available

properties in their desired area, price range and home specifications

4. Expansion: Expand and show thumbnails based upon

the users input. Expand over the current page and allow the

user to move between (3-5) homes with matching specifications

5. Thumbnails: Allow a user to then click-through to the

landing page on the official Remax site that matches accordingly.

Balloon will float around the ad units based upon the present step of the user, and interact with the users mouse movements

Budget Breakdown

Peak Season: Off-Season:

Optimization SchedulePeak Season Est. Spending Est. CPM Est. Impressions

Search $3 million 21,140,160

Radio/ Video 0 0 0

Social Networks $1.5 million $50 30,000,000

Off- Peak Season

Est. Spending Est. CPM Est. Impressions

Search 0 0 0

Radio/ Video $3 million $45 67,333,332

Social Networks $1.5 million $50 30,000,000

Total $9 million 148,473,492

Optimization Schedule

PEAK

OFF-PEAK

*Amount of Imps subject to final site selection and optimizations

Considered by not Recommended

Vertical Sites Costly Cost per thousand Less impressions

Ad Networks Lack of Premium Placements

Thank you!