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Presentation to real estate agents in the Hawkes Bay April 2009 the changing face of real estate, the trends of online marketing as it effects the real estate industry in NZ
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Using online to build your career
..what you need to know
• The marketplace
• Online real estate
• Changing face of real estate
• Marketing online – your listings
• Marketing online – yourself
Real Estate NZ – our industry
2 very different decades
Market value trebled in 6 years
$41 billion
$22 billion
$13 billion
Continued price declines
The highs and the lows – property sales
122,000
54,000
63,000
Strong start to 2009
Supply and demand in the local market
Latest research from USA – the web #1 for search
National Association of Realtors Home Buyer Survey 2008
More and more people searching online for property
Over 1,000,000 visitor sessions per week through February & March up 22%
Graph represents the aggregation of website visitor sessions across 9 company and portal real estate websites
Up to the minute activity in the market - emails
Consistent growth – outperforming the market
Realestate.co.nz growth ahead of the market
Realestate.co.nz – your site
Trade Me residential property listings - 57,373 includes an
estimated 6,000 private listings
The changing face of real estate?
Traditional model has changed
Buyers in control
Relationship with buyers has changed
5 – 10 years ago
Today
Research / Research / Research
“Homebuyers & Agents have information overload.
Agents must create legitimate value-add services & become the trusted go-to person”
Stefan Swanepoel
The changing face of real estate
““Traditional agents will Traditional agents will not be replaced by not be replaced by
technology...technology...
..they will be replaced ..they will be replaced by agents with by agents with
technology”technology”
What’s really happening ?
Know your clients
• Where are they looking?
• What are they looking at?
• What are they looking for?
Where are they looking?
What are they looking at??
What are they looking for?
Property information at your finger tips
Providing information – 24hrs a day
1,528,000 properties in NZ
Comprehensive free information
Community information – where to live
• The marketplace
• Online real estate
• Changing face of real estate
• Marketing online – your listings
• Marketing online – yourself
Real Estate NZ – our industry
What do people want on real estate websites? What do people want on real estate websites?
Address
Accurate pricing Large images / high quality images
Maps
Top 5 needs met! Top 5 needs met!
Rich content
Information online – StreetView from Google
Featured listings
Generating traffic & leads
Featured listings – cost effective advertising
Negotiation AuctionListing # UPH10354 PO081104 Price range: $700k - $1m $750k - $850k
Listed: 21 Nov 21 Nov
4,114 page views in January with a featured
listing
232 page views in January
14 days with a featured listing delivers an
audience of over 10 times more viewings than a regular listing
$250 $250 inc GSTinc GST
Featured listing for just
Vendor paid marketing – that delivers
Realities of today – lead management
• Consumers will email if they have a question
• Response expectation – 2 hrs
• So how do you rate?
• Make sure you receive them!
– Check your email address
– Avoid gmail / xtra / webmail
• Respond as soon as practicable
– Use technology / or support teams
• Carefully consider your responses
Emails
1. Treat every email as a prospective buyer
2. Don’t be pushy – don’t demand a contact number
3. Answer their question
4. Treat the enquirer as a very early enquirer “I appreciate you may be at an early stage of looking for a property”
Emails – etiquette
Online marketing
Marketing a listing on behalf of a
client
Marketing yourself to secure
listings
The power of links
Understanding Google
Online reputation management
• How are you perceived by prospective clients?
• What can others find out about you?
Blogs – hosted on realestate.co.nz
Providing relevant information
Leap-froging on Google
Become the sector expert
Become the local expert
Social Media – building a profile
1. Blogs are not for everybody
2. Establish a profile online
3. Manage your online profile
4. Engage in online communities
Featured agent
Promote yourself everyday to over 15,000 people a day
Just 3 agents per suburb
April / May / June
$25 / $75 / $150 per month
Online ordering and credit card transaction
• The marketplace
• Online real estate
• Changing face of real estate
• Marketing online – your listings
• Marketing online – yourself
Real Estate NZ – our industry
Stay informed / stay connected
[email protected] / [email protected] / [email protected] 0800 732 536
us!