“Paint the Town Red”. Agenda Provide an overview of Keller Williams priorities Review local and national marketing data and discuss current real estate.

“Paint the Town Red”

Agenda

• Provide an overview of Keller Williams priorities

• Review local and national marketing data and discuss current real estate marketing trends

• Discuss the capabilities of the News-Leader Media Group

• Present creative ideas to help Keller Williams achieve their goals

• Outline recommendations and discuss next steps

Priorities

• Elevate your brand in the Ozarks and launch a multi-media strategy that positions agents as the face of Keller Williams

• Discuss the capabilities of the News-Leader Media Group and review market penetration

• Connect potential homebuyers with Keller Williams agents• Increase listings and drive grow Keller Williams market

share• Create areas of distinction that separate Keller Williams

from the competition

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

STG 7 STG 6 STG 5 STG 4 STG 3 STG 2 STG 1

Local Newspaper (Print & Online)

Internet

Real Estate Guides

Real Estate Agent

TV Ad

Media Usage During the Home Buying Stages

Consideration Acquisition

My Needs Location Home Type Price/Payment

Source: 2010 CNW Research

Usefulness of Information Sources(Percentage Distribution Among Buyers that Used Each Source)

Real estate agent

Internet

Yard sign

Open house

Print newspaper advertisement

75% 80% 85% 90% 95% 100% 105%

98%

99%

94%

92%

86%

Very or Somewhat Useful

Source: 2010 NAR Profile of a Home Buyer & Seller

Method Real Estate Agents Used to Market Homes

Source: 2008 NAR Profile of Home Buyers & Sellers

Resources Buyers are Using

Source: 2009 NAR Profile of Home Buyers & Sellers

Buyers of

All Buyers First-time Buyers Repeat Buyers New HomesPreviously Owned

Homes

Internet 90% 93% 87% 87% 90%

Real estate agent 87% 88% 86% 77% 89%

Yard Sign 59% 58% 60% 52% 61%

Open House 46% 43% 51% 52% 45%

Print Newspaper advertisement

40% 40% 41% 40% 40%

Home book/magazine

26% 24% 27% 29% 25%

Home builder 18% 15% 21% 60% 9%

Television 4% 2% 5% 6% 3%

Billboard 8% 9% 7% 11% 7%

Relocation company

6% 6% 5% 15% 4%

Use of Internet to Search for Homes

2003 2004 2005 2006 2007 2008 2008 20100%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

42%53% 57% 59%

66% 69%76% 74%

29%

24% 22% 21%18% 18%

13% 15%

Frequently Occasionally

71% 79% 80% 84% 87% 90% 89%77%

Source: 2010 NAR Profile of a Home Buyer & Seller

Websites Used in Home Search

Source: NAR 2010 Profile of Home Buyer and Seller

All Buyers First-Time Repeat

MLS Web Site 59% 59% 59%

REALtor.com 45% 42% 49%

Real estate company Web site 43% 44% 43%

Real estate agent Web site 42% 43% 42%

Other Web site with real estate listings, e.g. HomeFinder.com

41% 49% 35%

For-sale-by-owner Web site 15% 14% 16%

Newspaper Web site 8% 10% 7%

Real estate magazine Web site 4% 4% 4%

A Powerful Marketing Partner

Sunday News-Leader • Reach 138,000 readers every week• 75,003 paid copies• The Ozarks number 1 weekly print

marketplace

Saturday Homefinder.com Weekly• 51,998 paid copies weekly • Comprehensive real estate guide supported

by content and dominated by listings

Saturate the Market with Your Message

Partner with a Digital Leader!

News-Leader.com• News-Leader.com is one of the most read

web sites in the Ozarks with 7.3 million monthly page views

• 115,000 unique visitors per week spend an average of 23 minutes per visit

Partner with a Digital Leader

HomeFinder.com• Offered 3.4 million homes for sale and 2.4 million monthly visits in 2010• Marketed locally through News-Leader,

News-Leader.com, SEO and SEM• 100% tractability and full disclosure

reporting• The real estate channel on News-

Leader.com

81%

Reach an Unmatched Local Online Audience

• News-Leader.com and Yahoo.com deliver unparalleled digital audience reach• Advanced geo/demo and behavioral targeting maximize campaign effectiveness• Reach 81% of internet users in the Springfield DMA (more than a half million local adults)• 13.3% of all time online is spent on Yahoo! vs. 10% for Google

Creative Ideas

Saturday Homefinder.com Weekly

• Showcase top agents within Keller Williams

• Increase company visibility and branding

• Compliment the campaign with a listings strategy (FastFinders) to please sellers

• Showcase top listings to solidify your personal brand

“Paint the Town Red”

Creative IdeasNews-Leader Adscapes

• Rotate Adscapes into the Main section of the News-Leader every Sunday to feature agents, homes and brand KW

• Run on the front of a section to maximize exposure and remain top of mind in the community for active and passive real estate customers

“Paint the Town Red”

Creative Ideas

Sunday Real Estate• Run multiple ads to engage shoppers and

potential home sellers• Promote open houses• Showcase top agents within Keller Williams• Increase company visibility and branding• Create areas of distinction for Keller Williams

with a unique marketing strategy• Paint the Sunday real estate section Red• Include QR codes to drive traffic to

kw.com/mobile or agent pages • Identify KW as a technology based company

“Paint the Town Red”

Creative Ideas

News-Leader.com• Enhance your local brand and “Paint the

web Red” with Keller Williams• Drive website traffic and promote the

KWMLS• Build upon your recruitment strategy• Feature listings and continuously rotate new

creative• Create areas of distinction within your local

digital campaign• Dominate the share of voice on

News-Leader.com and Yahoo!

“Paint the Town Red”

Creative Ideas

Interstitial• Enhance your local brand and “Paint the

web Red” with Keller Williams.• Drive website traffic and promote the

KWMLS• Build upon your recruitment strategy• Create areas of distinction within your local

digital campaign• Dominate the share of voice on News-

Leader.com and Yahoo!

“Paint the Town Red”

Creative Ideas

Homefinder.com Broker Package• Place all Keller Williams listings on

Homefinder.com and enhance them with a broker package

Town Sponsorships• Own Springfield with a Keller

Williams power position on every search

• Dominate

“Paint the Town Red”

Creative IdeasSingle Property Websites

• Win more listings and keep your clients satisfied with a streamlined, fully optimized site just for their home

• One click sharing to Facebook and Twitter

• Optimized to enhance each customer’s search engine ranking

• Lead enabled 800 number and email lead forms

• Easy to track

“Paint the Town Red”