How the internet is transforming real estate
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
This is real estate 2009!
Latest research from USA – the web #1 for search
National Association of Realtors Home Buyer Survey 2008
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
Traditional model has changed
Buyers in control
Relationship with buyers has changed
5 – 10 years ago
Today
Research / Research / Research
““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
“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
Evolving consumer experience
Searching for property
Evolving consumer experience
Searching for propertybuy
Searching for someone to help me sell my property
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
Understanding interest / behaviour
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
40% up on same period last year
Seasonal pick up– the web provides key indicatorSeasonal pick up– the web provides key indicator
Supply and demand in the local market
Rich / comprehensive property information
Property information at your finger tips
1,528,000 properties in NZ
Every property has a web page
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?
Address
Accurate pricing Large images / high quality images
Maps
Get the basics right!
Richer and richer information
Information online – StreetView from Google
Google Maps – real estate
Email alerts – first impressions count!
Your listings – for your client and for you
Featured listings
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
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
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
Courtesy of Business 2.0
How to be found on Google!
The power of links
To be found you need to be online
Part 1: Find yourself on Google
Part 2 : Be found 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
Free page – add full profile
Sell yourself!
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
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