habits property value
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© AIS 2002- 2012
G r o u p
Geomarketing and GIS tools for real estate sales and financial planning
© AIS 2002- 2012
G r o u p
© AIS
Wiser and richer
© AIS 2002- 2012
G r o u p
© AIS
Who?
Where?
How many?
How much?
Price?
Demand & Supply
© AIS 2002- 2012
G r o u p
© AIS
Real estate
© AIS 2002- 2012
G r o u p
© AIS
Immediate benefits Possibilities?
Naive strategy Data driven strategy
© AIS 2002- 2012
G r o u p
© AIS
Reach
Consumer
Communication Convenience
Cost
• Local market preferences
• Personalized advertising
• Attraction of non clients
• Direct marketing in hotspots
• Client lists per office
• Specialized agencies by products and consumer profiles
• Web customization
• Consumer profiles
• Locate customers
• Local price definition
• Segment products by selling potential
• Financial impact
© AIS 2002- 2012
G r o u p
© AIS
Who?
Habits® Database
Demographic evolution
Property characteristics
© AIS 2002- 2012
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© AIS
Where? How many?
The target in the area of influence is quantified through an origin (buyers) and destination (properties) precalculated data matrix
Higher Propensity
LowerPropensity
© AIS 2002- 2012
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© AIS
Geographical sales model
Spain coverage at census area level
Local markets effect
Price-elasticity
Real estate selling potential
Higher smp
Lower smp
© AIS 2002- 2012
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© AIS
Price policies
ROI calculation
Portfolio optimization
Minimum offer price to accept is also studied
Houses Apartments Discount Sold houses ROI Discount Sold apartments ROI
© AIS 2002- 2012
G r o u p
© AIS
Campaign designing
Census area level data allows a selection of the best properties in terms of selling probability by zone and price
Definition of the best channels to act through (offices, agencies, cashiers, mailing…)
Adaptation of the message to reach segmented markets
Give a look at the real estate selection we have made for you
We have thoroughly chosen those properties which stand out the most from our stock and which could be the beginning of new horizons and projects for you
© AIS 2002- 2012
G r o u p
© AIS
Conclusions
New business strategy through GIS data analysis
250% ROI
Path to follow in other sectors?
© AIS 2002- 2012
G r o u p
AIS Intelligent Decisions
c/ Castillejos, 365, 2ª Planta 08025 Barcelona - España
Tel: +34 93 414 35 34 Fax: +34 93 414 10 28
marketing@ais-int.com www.ais-int.com
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