20100310 justin clarke presentation for email

Online

Gaining the competitive edge by building a digital property market place

Seth Godin - tribes

Understanding the new world

“consumers have become less patient with interruption marketing and much more interested in embracing

marketers that met them online with relevant products and services as the result of a pro-active search"

Getting found Online

Understanding the new world & Getting found Online

Outbound Marketing“Interruption”• Telemarketing • Tradeshows• Direct mail• Email blasts• Print ads• TV• Radio

Inbound Marketing“Permission”• Blogging• Social Media – Twitter,

Face book, Linkedin• Search Engine

Marketing – (SEO & PPC)

Why look at an Internet strategy?

online property market

Today, consumers start their shopping experience by looking on the Internet, in the search engines, the blogosphere, and social

media sites… (Hubspot)It’s estimated that 80% of people in South Africa

start their search for property online…(Sunday Tribune Property)

A new way of thinking

online property market

• The Factory Idea• The Mass Market Idea• Tribes-People connecting

Attract evangelists, not crowds

online property market

Social Media – Is everyone jumping on the bandwagon?

A case for Social Networking

online property market

online property market

The most relevant social networking opportunities

The most relevant in the South African environment.

online property market

SA Property Blog Sites – www.propertytribe.co.za

online property market

online property market

“Facebook has passed 400 million users and is arguably second only to Google in

mass consumer engagement,

Why integrate for Real Estate?

online property market

• Maintain a presence for potential clients to look for references.

• Improves your search results (Indexed by Search Engines)

• Targeted Advertising (Demographics) Habari• Maintain Relationships with your previous clients. • Events, Discussions, relevant information.• Refer to Friends (Viral Networking Opportunity)

Private Property case study

Used for News, testing, feedback, and building evangelists'.

Attract evangelists, not crowds

online property market

Face book needs focus, planning and resources, ROI is high.

Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10

108 136

2378

3295

3751 3735 3748

5138

Fans

online property market

Why integrate for Real Estate?Threat:

• Encourages private selling • Bad PR can spread fasterOpportunity:• Engage with Passive buyers and sellers. (personal

page)• Engage with active buyers and sellers (FB page)• Polls, Investment properties, holiday homes, advice,

Discussions etc.• Wish them happy birthday!• Build property search and integrate alerts.

Private Property Twitter case study.

Private Property Twitter Page

An example of Twitter application, built for real estate.

Private Property has not been focused on this group - > 600 followers

Private Property Followers

Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10

Did you Know?

online property market

• 55 million connected professionals

• 170 industries

• 200 countries

• 350,000 collaborative groups

• Executives from every Fortune 500 company

Private Property Jobs on Linkedin

Myths of social networking

online property market

• Social Networking is going to make me quick money

• The More friends the better• Social Networking is going to help me sell

Property• Social media is free

Threats & Opportunities

online property market

Threat:• Encourages private selling • Bad PR can spread faster

Opportunity:• Engage with Passive buyers and sellers. (personal page)• Engage with active buyers and sellers (group Page)

Polls, Investment properties, holiday homes, advice, Discussions etc.

• Wish them happy birthday!• Build property search and integrate alerts.

676 779 individuals looked for property online in February

1 2 3 4 5 6 7 8 9 10 11 12 13

0

100000

200000

300000

400000

500000

600000

700000

800000

900000

1000000

Series1

The web is becoming the place where the search for Real Estate

Begins

Private Property goes for 1 Million unique Browsers by end of 2010

Online Property Market

Aim Group and Inman news

Word of mouth and “my own website”Give best

results.

online property market

Rich information rules

Private Property Search results –views per property

Online Property Market

1 - Auction 2 - Video 3 - Virtual Tours 4 - Standard Grand Total

2010 Total 609 293 217 114 134

Aim Group and Inman news

9th most watched video on Zoopy

Reference: AIM Group and Inman news

Where do I get the best response?

Let’s change the world!!

Is private selling a threat?

Mobile is the future

• Don’t let you legacy determine your strategy

• Up to 70% future web users will never use a PC to access the web

• App vs Web

• Portal integration key

PP growth in Mobile Traffic – our mobile traffic will overtake our web traffic.

Aug-08

Sep-08

Oct-08

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Dec-08

Jan-09

Feb-09

Mar-0

9

Apr-09

May-09

Jun-09Jul-0

9

Aug-09

Sep-09

Oct-09

Nov-09

Dec-09

Jan-10

Feb-100

10000

20000

30000

40000

50000

60000

70000

ProjectedActual

PP mobile applications – IPhone application

Notifications

online property market

Discussion: What are you doing that works for you?