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August 2018
INNOVATIVE MARKETING STRATEGIES
for Real Estate
Global Real Estate Platform
© Lamudi 2018
WHY INNOVATE?
© Lamudi 2018
WHY INNOVATE?
2
Definition: An innovation is the implementation of a new or significantly improved
product (good or service), or process, a new marketing method, or a new
organizational method in business practices, workplace organization or external
relations - OECD (Organization for Economic Co-operation and Development)
To improve our
business
To adapt to a new
environment/new
business conditions
Why should we
innovate?
© Lamudi 2018
WHY INNOVATE?
3
To improve our
business Increase profitability
Increase
revenue Lower costs
Sell more Spend less
(with similar or better
outcome)
Sell at a
higher price
Sell new
To adapt to a new
environment/new
business conditions
Innovation
impact
© Lamudi 2018
WHAT ABOUT REAL ESTATE?
4
INERTIA, STILL A HURDLE TO INNOVATION IN REAL
ESTATE?
© Lamudi 2018
HOW TO INNOVATE?
© Lamudi 2018
HOW TO INNOVATE?
6
CREATE INNOVATION
(FROM SCRATCH)
ADAPT/TRANSPOSE
INNOVATIONS
Opportunity
Trends Other markets Other
industries
• What are the changes that have started
to affect real estate?
• How to take advantage of them?
© Lamudi 2018
MAJOR INNOVATIONS
AFFECTING REAL ESTATE
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
8
1
THE SHIFT TO ONLINE
© Lamudi 2018
TRADITIONAL REAL ESTATE SELLING
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Receptive/Passiv
e approach
(for the buyer)
© Lamudi 2018
PROACTIVE BUYERS USING ONLINE
Active approach
© Lamudi 2018
PROACTIVE BUYERS USING ONLINE
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Property type For sale/For rent? Location
Active approach
© Lamudi 2018
BUYERS HAVE MOVED ONLINE IN EUROPE/THE US
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90% of property
searches are
done online
© Lamudi 2018
AND SO HAVE SELLERS
13
Source: Borrell Associates; Bureau of Labor Statistics; Dun & Bradstreet; ID 245323
Note: United States; 2012 and 2013
0
2
4
6
8
10
12
14
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2013 (estimate) 2014 (estimate) 2015 (estimate) 2016 (estimate) 2017 (estimate)
Spendin
g in
bill
ion U
.S. dolla
rs
Online Newspaper Broadcast TV Other print Direct mail Cinema Out of home Cable TV Radio Directories Telemarketing
Further information regarding this statistic can be found on page 8.
75%+ of budget
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
14
2
THE SHIFT TO MOBILE
© Lamudi 2018
WE SPEND OUR DIGITAL TIME ON OUR PHONES
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© Lamudi 2018
ONLINE MARKETING INCREASINGLY MEANS MOBILE MARKETING
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© Lamudi 2018
AND SEA IS FIRST HERE
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© Lamudi 2018
MASSIVE POTENTIAL IN PH
18
© Lamudi 2018
HOW TO MAXIMIZE MOBILE?
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Mobile first
True mobile
experience
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
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3
MESSAGING
© Lamudi 2018
MESSAGING FOR BUSINESS?
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MOVING FROM SOCIAL TO
BUSINESS
CONVERSATIONS
© Lamudi 2018
MESSAGING GROWTH IS EXPONENTIAL
22 Explosive growth
© Lamudi 2018
FROM SOCIAL TO BUSINESS
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Kakaotalk
LINE
Payments
Banking
Online to offline
TV
Transport
Transactions
Games
Entreprise solutions
© Lamudi 2018
HOTELS USING MESSAGING
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HYATT
Check availability
Ask for details
Book room
Order room service
© Lamudi 2018
SHOPPING IS THE FIRST-MOVER
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© Lamudi 2018
IS REAL ESTATE NEXT?
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Is real estate next?
By going online/mobile you are going where the
customers of today and tomorrow are
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
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THE ONLINE VERSION OF “X”
THE MOBILE VERSION OF “X”
POTENTIALLY DISRUPTIVE
INNOVATIONS?
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
28
4
VIRTUAL
+ AUGMENTED REALITY
© Lamudi 2018
IS VR BECOMING A MASS PRODUCT?
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MAINSTREAM PRODUCT?
© Lamudi 2018
CHINA IS ADOPTING VR AT THE FASTEST PACE
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There was no need for a flight to London. The buyer toured the property using
virtual reality (VR) goggles at Vanke’s global marketing centre in Shanghai.
CHINA IS FIRST
© Lamudi 2018
VR OPPORTUNITIES FOR REAL ESTATE
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UNREAL ENGINE
VIRTUAL SHOWROOMS
Source: Forbes, Dec. 2017
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
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AUGMENTED REALITY
WORKING BOTH WAYS
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
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5
ARTIFICIAL INTELLIGENCE
© Lamudi 2018
HOW FAR IS AI?
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ROBOTS HAVE DISRUPTED
MANUFACTURING
© Lamudi 2018
IS IT COMING TO REAL ESTATE?
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WILL AI DISRUPT REAL
ESTATE?
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
36
COMBINING
• ONLINE
• AI
• VR
CHINA UNITED
STATES
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
37
COMBINING
• ONLINE
• MOBILE
• MESSAGIN
G
• AI
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
38
6
BIG DATA
– AND HOW IT IS USED
© Lamudi 2018
BIG DATA
39
WHAT TYPE OF DATA IS COLLECTED AND HOW?
• SEARCHES (GOOGLE…)
• PROFILE (FB…)
• HARDWARE (DEVICE)
• LOCATION
• FILTERS
• BEHAVIOR
• PREVIOUS TRANSACTIONS
© Lamudi 2018
HOW TO LEVERAGE DATA?
Targeting specific subsets of users
based on data collected:
Demographics Age, gender, relationship status, education, workplace
Creating Look alike audiences
Location Countries, cities, barangays
Interests Hobbies, Websites, Products, Services
Behavior Online behaviour, device usage
HOW IS DATA LEVERAGED BY COMPANIES?
COMBINING
• ONLINE
• MOBILE
• DATA
© Lamudi 2018
THE IMPACT OF DATA ON MARKETING
IMPACT OF TARGETED ADS USING DATA
© Lamudi 2018
DATA AND REAL ESTATE – AN EVEN BIGGER OPPORTUNITY?
42
THE NEXT STEP:
PROPERTIES COLLECTING DATA?
© Lamudi 2018
DATA CAN CREATE NEW OPPORTUNITIES IN REAL ESTATE
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OPENING THE OPPORTUNITY FOR NEW BUSINESS MODELS
• BUY THE HOUSE BASED ON
MARKET AND PROP. DATA
• 24/7 VIEWING
• RE-SELL IT
© Lamudi 2018
INNOVATIONS IN REAL ESTATE
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7
3D PRINTING
© Lamudi 2018
WHAT ABOUT 3D PRINTING?
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© Lamudi 2018
INNOVATIONS IN REAL ESTATE
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THE FUTURE OF REAL
ESTATE?
© Lamudi 2018
USING VOICE TO LOOK FOR A PROPERTY
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© Lamudi 2018
AI BOT SHOWS ME DIFFERENT OPTIONS
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© Lamudi 2018
I VISUALIZE THE PROJECT IN VR
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© Lamudi 2018
I CAN CONSULT DATA ABOUT THE PROPERTY
50
© Lamudi 2018
BASED ON THAT DATA I CAN ESTIMATE FUTURE COSTS
51
© Lamudi 2018
ALL THE DATA IS INTEGRATED IN THE BLOCKCHAIN
52 MORE DATA IS INTEGRATED (BLOCKCHAIN)
© Lamudi 2018
ABOUT US
© Lamudi 2018
LAMUDI IS THE #1 MARKETPLACE FOR REAL ESTATE IN THE
PHILIPPINES
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Real Estate Demand Real Estate Supply
© Lamudi 2018
OUR CLIENTS & PARTNERS
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REAL ESTATE DEVELOPERS
BANKS
DEVELOPERS
MEDIA
AGENTS & BROKERS
© Lamudi 2018
LAMUDI 2018 PRODUCTS
Targeted Campaigns
Exposure Packages
Lamudi Magazine
5
360 + VR Photography
4
Events
6
2 1
The Oracle: A Data Product
3
© Lamudi 2018
57
LAMUDI TARGETED CAMPAIGNS
Connect with the people who truly
matter to your business
High-quality leads focused on
specific projects
Custom Audiences
Increase your chance of reaching
prospective buyers
Campaign optimization daily from
Lamudi Digital Marketing team
KEY CHANNELS
OPTIMIZED BY:
© Lamudi 2018
THE ORACLE
On-demand market data and research covering
the Philippine Real Estate industry, supported by
Lamudi’s proprietary database.
The comprehensive market report covers:
Supply and demand analysis
Demographic analysis and visualization
Price distribution and development trends in a
particular city/region
Please do not hesitate to get in touch
for more information
59
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