a sound foundation: laying the right building blocks to achieve market leadership - bjorn sprengers
TRANSCRIPT
Singapore | Malaysia | Thailand | Indonesia
The Right Building Blocks To Achieving Market Leadership
BJORN SPRENGERS, CMO, PROPERTYGURU GROUP
Kuala Lumpur | 26th May 2016
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“Singleness of purpose is
essential for all success in
life; no matter what may
be one’s aim.”
Says Who?
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“Marketing articulates
purpose to provide
focus and direction
to the business”
Key Message
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Our Purpose
We help people find the HOME
they’ve always dreamed of
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Our Promise
We help
people
make
confident
property
decisions
We make the
property market
more transparent
We are responsive
to the varied needs
of property seekers
We offer
actionable
insights
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Leads
i
Content
Traffic
Leads
Advertisers
Revenue
Business Model
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Agents Developers & Banks
Scalable, run rate Bigger budgets, bespoke
Revenues
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4
500,000+
16 Million
116 Million
1,100,000
Countries
Property Listings
Property Seekers Monthly
Property Pages Viewed Monthly
Sales Enquiries Monthly
~ $12 Billion Transactions Annually
PropertyGuru Today
Presence in 5 other partner countries:China, Myanmar, Cambodia, Vietnam, Philippines
We are #1 in
Southeast Asia
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1. Strategy
2. Execution
3. Cash
4. People
The Critical Decisions
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Four Key Lessons of Growth
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• Map search
• Mobile apps
• Agent Websites
• StreetView
• Floor plans
• Property comparison
(SmartSelect)
• Mortgage market
place
Proving the business:
Accelerate & scale:
Many Firsts
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Active
seekers
Affinity
audience Demographic
General
population
Target
audience
Reach 3+80% 60% 40% 10%
Searchers other portals (dark social, Gmail, etc.)
Searchers in offline classifieds
Etc.
Affinity targeting
Look-alike modelling
Category-publications (sites, magazines, etc.)
Demographic targeting
Media channels & titles
Mass channels
Ca
teg
ory
pe
ne
tra
tio
n
(On
lin
e p
rop
ert
y)
Select Media Strategically
ONLINE
OFFLINE
Waste
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Lesson 3: Constantly Challenge Your Paradigms
Manage the
opportunity!