20100310 justin clarke presentation for email
TRANSCRIPT
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
Nov-08
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?