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CREATIVE BUSINESS AND MARKETING
SOLUTIONS FOR REAL ESTATE COMPANIES
L i RON Communication group
Our aim is to become the innovative strength in
Our Industry for our passion, deep strategic insights and
Determination to achieve real results for the companies who are interested
in Russian clients. Our professionals of marketing will do their best to help you to achieve considerable results in promotion
of your company. With 50 employees, from U.S., Russia and Israel offices. We are able to perform global and
complex projects and conduct PR campaigns on any
difficulty.
Liron
Communication group is a full-service
International PR and marketing agency, based in Miami, Tel Aviv and Moscow. Providing
American clients with a full range of services, including public relations,
marketing, digital and corporate communication services and more.
We are supporting American businesses engage and attract Russian clients
throughout the America and Florida in particular
Russian market.
Our company represents GlobalCom on Israel and U.S.
markets. The partner of the world-wide PR network GlobalCom have representatives in more than 70 countries all over the world,
including Russia, Latin America, United Kingdom and other European countries. This way we provide
exclusive Marketing and Communication solutions
all around the Globe.
a Who we are L i RON
Communication group
a What We could do for you on Russian market
Digital & Social Media
Event PR & Management
a Offline Press & Magazines a Online press & Magazines a TV & Cinema a Radio
a Media Relations a Digital PR a Social Media (SMM) a Integrating with SEO Strategies a Product Launches a Crisis Management a Press Release Development and Distribution a Newsletter Development
a Strategic Marketing Audit a Selling Consulting a Promotion Goals & strategy a Shopper marketing a Trade marketing a Incentive marketing a Support in sales process
a Display Advertising a Web Analytics & Reporting a Digital Strategy
a Video & Animation a E-mail campaign a SEO/PPC a Social Media (SMO)
a Strategic Positioning Materials and Statements a Strategic Marketing Communications a Industry Research & Analysis a Strategic Partnerships & Co-branding Opportunities a Trade & Retailer Relations a Forecasting
L i RON Communication group
Argentina Brazil Canada China France Germany India Israel Mexico Russia United
Kingdom Korea Venezuela
2007 1% 3% 10% 5% 3% 3% 6% 1% 13% 1% 12% 2% 3%
2008 1% 2% 23% 8% 2% 4% 6% 2% 9% 2% 12% 2% 2%
2009 1% 1% 18% 5% 3% 5% 9% 1% 10% 1% 11% 2% 2%
2010 1% 1% 23% 8% 3% 4% 5% 1% 10% 3% 9% 3% 1%
2011 2% 3% 23% 8% 4% 4% 7% 1% 7% 1% 7% 2% 3%
2012 1% 3% 24% 11% 3% 3% 6% 2% 8% 2% 6% 2% 3%
2013 3% 2% 23% 12% 2% 3% 5% 2% 8% 2% 5% 2% 2%
we are here
0%
5%
10%
15%
20%
25%
30%
Per
cent
of I
nter
natio
nal
Tra
nsac
tions
by
Cou
ntry
-S
elec
ted
Cou
ntri
es
Distribution of International Sales by country of origin
a International sales on U.S. market L i RON
Communication group
International Sales Volume Down in 2013 But Second Highest Since Data was Collected 2011 - $ 66,4 billions of dollars 2012 - $ 82,5 billions of dollars 2013 - $ 68,2 billions of dollars
a a a a a a a a
a Liron Communication Group operated in following
countries
a buyer statistics L i RON
Communication group
12 search per week 10 seen homes
Active home search
39% First time buyers:
31 years old
Median age:
Median age of repeat buyers:
51 years old
Buyers who definitely would use same agent
again: 84%
Actions taken as result of Internet home search: Walked
through a home viewed online:
62% Found agent
used to search / buy home:
32% Drove by /
viewed a home: 76%
Info
rmat
iona
l so
urce
s us
ed
in h
ome
sear
ch
90% Internet
87%
Real Estate agent
Yard sign /Open House:
53-45%
27% Newspaper ad: Magazine
18% *2012 National Association of Realtors Profile of home buyers
Luxury Real Estate
a International sales on U.S. market L i RON
Communication group
Signs/Ads on boards/yards
3% Other 9% Through friends
18%
Website/online listing 23%
Walk-in to office/Open House/
Phone call 11%
Through referral from a domestic
source 8%
Through previous contacts/clients
26%
Through referral from an
international source
2%
Referral Methods for International Clients
Reasons for not buying: a Financing issues – 26% a Immigration laws – 9% a Could not find a property to purchase –29% a Cost/Taxes/Insurance – 36%
Top Most searched U.S. cities by non-
U.S. consumers Los Angeles, CA
Miami, FL Las Vegas, NV Orlando, FL
Washington, DC Houston, TX
New York, NY San Diego, CA
Atlanta, GA Fort Lauderdale, FL
aaa
Buyers in Florida – 23 % of U.S. total Buyers in California – 17% of U.S. total
Top 10 countries, Where Russians prefer to buy Real Estate
For living Investing
1 Spain France
2 Germany UK
3 UK USA
4 Montenegro Germany
5 USA Switzerland
6 France Austria
7 Bulgaria Czech
8 Cyprus Israel
9 Latvia Cyprus
10 Turkey Latvia
Investing 34%
Green card/residence permit
13%
Don’t want to lieve in Russia
any more 13%
Others 7%
House for family holidays
33% Why Russians buy Real Estate Abroad
a Why Russian customers are good clients L i RON
Communication group
According to official statistics* of Russian Federation, in 2012 Russians spent over 14 billions of dollars on Real Estate abroad. Before 2008 the volume of foreign investments in the square footage was 5.5 billion dollars.
*In reality, foreign investments higher then official on 30% - 40%
L i RON Communication group
a Why Russian will buy real estate in Florida more
a Since end of 2012 – 5 direct flights to Miami from Moscow (before was just 1 direct flight) a Since 2012 - The American Embassy simplified visa regulations. Visa is issued within two weeks for 3 years. Quantity of failures in applications- just 3% a If Russians buy Real Estate abroad for vacations, they are living abroad in summer time (3 months), winter (1 month), spring (1 month)
a Why Russian customers
7141
4881 5049 5388 5836 6444 6603
5804 6422
7507
8927
0
2000
4000
6000
8000
10000
2000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Statistic of U.S. Visa (mln) from all over the world, growth 25%
Russians have high interest
to buy Real
Estate in south Florida.
According to forecast of the
U.S. department of commerce,
visiting the U.S. from Russia 2012 - 2018 will increase
by 79% The
unstable politic
and economic situation in Russia
increases the interest in investing abroad
0
50
100
150
200
250
300
2000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Dynamic of tourists from Russia (in thousands people) growth 142%
all visitors
tourists
business
by themselves
L i RON Communication group
a Russian language Must have
15% 26% 22%
11,00% 8%
85% 74% 78%
89,00% 92%
all 18-24 25-39 40-54 55 and high
Knowledge of foreign languages in Russia
know 1 language don’t know any language
Google 20%
+mail.ru 15%
Other 4%
Yandex 61%
Preference of Internet users
TO BUILD WEB-SITE ON RUSSIAN LANGUAGE
MEANS TO START FULL
COMMUNICATION WITH CUSTOMER’S
ON THEIR LANGUAGE Only 15%-18% of Russian population know
ONE foreign language (English/German/French)
76.5 MILLION OF PEOPLE
USING INTERNET IN
RUSSIA 1st place in Europe in
2013 year
According to analyst company TNS1
You just need to become visible for your potential
customers. But if your goal is
selling Luxury Real Estate, than web promotion will have an significant role and «your story» will be a serious PR
campaign.
L i RON Communication group
just 5% of Russians speak English
6,6 hours per day Russians using internet
watching 1600 page a day 1st place in the world
(2nd Brazil – 6,3 hours per day 3rd Canada – 5,6 hours per day)
According to ComScore, 2013
85% Of Russians registered in social media
0% 10% 20% 30% 40% 50%
Each day
Few times per week
Few times per month
1 time in 6 month
Do not use Social Media users
2013 year
2010 year 53% Of Russians registered in social media
0% 10% 20% 30% 40% 50% 60% 70% 80%
Odnoklassniki
LifeJournal
Moi mir (my world)
Most popular social median in Russia
2013
2010
50% of social media users – are around the age of 18 to 35 years, with the remaining percentage of 18 – 24 and 25 - 35 years old, with the exception of Facebook and Twitter - users between the age of 25 and 40 years. In these networks 39 to 38 percent, respectively.
According to ComScore, Russian Internet users spend on social networks 12.8 hours per month. Most of the time people spend on VKontakte and Odnoklassniki – 35 to 24 minutes per month respectively. A third on YouTube – around 10 minutes per month.
a Social media in Russia
Best for your business
L i RON Communication group
65%
35%
Internet users
Use internet
Do not use internet
a conclusion L i RON
Communication group
Today, the majority of Russians do not know even
that a tourist U.S. visa in contrast to Europe
aloud staying in U.S. up to 6 months and they can use
Florida Real Estate for vacations.
Russians can not read
information about Real Estate, cause they do
not know English. Information in Russian language is almost
not available.
Russians unaware on MLS
listings and can not find or read them by themselves. That’s why
to buy Real Estate for Russians becoming complicated in
U.S.A.
Russians have high interest
to buy Real Estate abroad and they are ready to pay
“good” money. Most popular request
in U.S.:Florida, Miami
L i RON Communication group
Content & Web-Site Optimization a Translating & Copyrighting content (5 pages) a Analysis market and your competitors a Optimization of the HTML to support your targeted keyword phrases. a Professionally written and optimized pages to support these initial keyword phrases. Each page will be optimized for a unique keyword phrase. This allows the search engines to find your website based on your targeted keyword phrases. Once you are on top for your first sets you can create additional pages to support an infinite amount of keyword phrases. Duration: 20 days Total: $1000
a offer for brokers base package (6-12 months campaign)
From $500/month (from the 4 keyword phrase) offer the following services on Russian language a Keyword Research (Yandex, Google on Russian language) a Keyword Short Listing a To build Keyword List a Organic Search Engine Submissions a From 30 backlinks over a period of 6 months through articles, blogs, one, two and three-way links (blog links and one-way links are the most powerful form of links available to generate top positions). Additional services: a Image Optimization a Traffic Reports & Broken Links Report a Completed SEO Activity Reports a Context advertisement campaign (PPC)
Good for low and
medium segment
We are not a web company,
that’s why We use only
organic and smart methods of promotion
online
Recommend budget on campaign for today (PPC): from 1000$ Based on 0.50 – 1$ per click Result – 1000-2000 visitors, phone calls N/A
Potential Target audience 40 000
L i RON Communication group
a Russia today
10 500 Russians
searching real estate in
Miami each month on
Russian language
(with www.yandex.ru)
20 000 Russians
searching real estate in
U.S.A. on Russian language
(with www.yandex.ru)
a Not familiarized about U.S. Real Estate market a Unaware on MLS listings a Do not speak the English language / don’t know it well enough
a Ready to spend from $300 000 to $1 000 000 a Want to buy Real Estate in South Florida (Miami area)
Real situation
Imagine that you are looking for a endocrinology specialist in Russia, what
would be your first steps:
a Google
a Russians will do the same, but: a In www.Yandex.ru a On Russian language
a Do not believe in Russian brokers a Russians believe that prices on Russian web-sites are in comparison to the once which are from Miami.
L i RON Communication group
a offer for brokers medium packages (6-12 months campaign)
Content & Web-Site Optimization (see base package)
Online Media/Targeting Advertisement (We are working with the most respectable Online press/resources which are good for your TA) a To create a Media Plan a To develop the concept of advertising Campaigns a To select relevant platforms a Identifying with the target groups
Price: Individually
Online Public Relations a Strategy and daily work a Informational PR articles a Expert PR articles a Web Press Release a Social Media Marketing a Blogger campaign a Setting up a companies Blog a Directory Entries, Link Development and more Price: from $4000 per month or rates by the hour (if the campaign is small)
Potential Target audience 100 000 – 500 000
a Ready to spend from $1 000 000 to $5 000 000
In case
of the competition being high, companies
will competing in two ways:
the budgets or interesting content for TA
and smart job. this will gain market to build
from scratch in the correct positioning
L i RON Communication group
L i RON Communication group
Online PR Advertisement
Increase your
Market Share
Trust
Content
Success
Inform Russians about trends Inform Russians about American market Amusing sales stories
Content analysis Analysis of web publications
Setting Specific
Measurable
PR Goals and Objectives
Exper4se comments
a Run your complex online campaign
a offer for brokers luxury segment
Media relations
earning positive news coverage for your company and
its products, services, leaders, experts, opinions
and ideas Social Media
managing your Facebook, Twitter, LinkedIn and other
social media programs
Advertisement & Media Strategic
on Russian market
Crisis communications
management developing a crisis plan
and protecting your company and its reputation during
a crisis
Online Public
Relations developing
reputation online , creating content,
management
Company naming and
branding putting together the right image for your
business
Award entry and
recognition earning you and
your company the attention you
deserve
Public speaking
engagements spreading your
brand message by booking your
company’s leaders as speakers
Thought leadership
helping your company’s leaders become known as industry visionaries
Advertisement developing offline and online campaigns in
relevant newspapers & magazines
Price: from $6000 per
month
L i RON Communication group
a Luxury customers L i RON
Communication group
People who are searching for luxury segment spend less time on the internet.
Printed press for luxuries in Russia
still cause a higher level of confidence. Social media also become a big platform for
researching relevant and true information.
We are developing and implementing a strategy to promote a brand/expertise/services of your company by creating an
effective, integrated strategy involving advertising, marketing, public relations and research. We help you to interact with consumers and to
increase brand loyalty alongside product life cycle.
In today’s media environment a discussion which starts on a Twitter feed
or a Daily newspaper post attract the interest of the national daily. Our experts understand the dynamics of the Russian
market, and drive your stories in order to achieve their business results.
Effective Communications
marketing strategy creative originality
a some Credentials of our network
Discover more, check on web site www.gcpr.net
L i RON Communication group
a Thank you for your Attention! a
www.lirongroup.com tel. 305 978 79 22 200, Biscayne Blvd Way Suite 4709, Miami Florida 33131 tel. 972 54 837 63 08 Nisim Aloni 6, Tel Aviv 6291920 [email protected]
Communication group L RON