Taking classifieds to the

next level

Ajay Garg, Co-founder & CEO

Why do classifieds need something new?

Classifieds are in bad shape

Ad revenues are shrinking

Online growthis not able to replace it

Print Advertising Revenue Falling

Competition is intensifying

How to make money or compete?

Birth of Online classifieds

Paper format converted to online

Contact seller via phone

Contact seller via phone or email

Online classifieds: an evolution

Dynamic information, Increased interactivity• Images, Maps, Directions, Neighborhood info

• Location based information• Visitor engagement & participation

Contact seller via phone or email

Contacting sellers is still old fashioned& inefficient.

Souce: Modusaassociateshttp://www.modusassociates.com

Why email is inefficient?

Mobile email

Email vs.

Mobile

How to evaluate classifieds

How does an advertiser evaluate classifieds?

Evaluating Classifieds

•Amount of traffic to the website•Number of impressions per listing•Time spent per visitor per listing•Number of clicks per listing•Number of leads

What matters is the cost of acquiring customers

Challenges for online classifieds

•Advertisers want performance based payments

•Competition with free sites & Facebook

•No new ways to monetize

•How to improve number and quality of leads?

An efficient way to connect buyers and sellers

Hakema

How it started

Me and my wife were buying a

new home

Forget visit details

Missed phone calls

Booking a visit was a hassle

Time Consuming

We realized a need for an online service to book and plan viewings

Busy schedules

Hakema was born

• Sketched a booking solution for online classifieds

• Presented it to Sanoma in April 2011

• Began co-operation with Sanoma in Q3, 2011

• Developed the solution in association with 15 real-estate agencies

• Launched the pilot in Q2, 2012 on Oikotie.fiOikotie is the largest real-estate classified provider in Finland.

How do classifieds get Hakema?

Takes only few lines to integrate

<script type="text/javascript">

(function () { var hkm = document.createElement('script'); hkm.type = 'text/javascript'; hkm.async = true; hkm.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'cb.hakema.net/js/hakema.min.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(hkm, s); })();

</script>

Solution works for other categories too where there is a clear need for a meeting e.g. automotive, motorcycles, pets etc.

Place an advertisement

*Hakema service is activated immediately

Mark their availability for a day or several weeks

What sellers do

Click the booking button on the listing

Select a suitable time and book a viewing/meeting

What buyers do

What do they get

•Better qualified leads•Save time in scheduling•Buyers can reach 24x7•Buyers’ information and

history in one place•Automated matching*

• Can book anytime • No need to call or email• Receive visit plan by

email• SMS confirmation and

reminder

A quick live demo

Case Study: Oikotie.fi

Pilot Data 37 real estate agents200 private sellers

600 listings

24.9 visitors per listing showed interest

Bookings outnumbered contact form by 2.2 times

Some feedback from users

"Erinomainen palvelu myynnin

tueksi" – Taavi Mets, Asuntosatama

“Loistava suunnitelma” –

Piia Hurme, Tuija Hurme LKV

"Asiakaspalvelusta teille isot kiitokset. Esimerkillistä toimintaa! "

A private seller inTurku, Finland

Hakema Insights

0

1500

3000

4500

6000

8 to 10 10 to 12 12 to 14 14 to 16 16 to 18 18 to 20 20 to 22

Private viewings were offered 2pm - 8pm

Open houses were offered 12pm - 7pm74% on Weekends and 26%

on weekdays

About 50% of the bookings were made

4pm - 10pm

Private Open House Time ofBooking

Based on the data collected during 4 month pilot

What would a buyer use?

Reply

Availability Hakema

Lessons learned in the pilot

• Define service launch goals e.g.

• Increase engagement (clicks & time spent)

• Increase number of leads

• Co-develop a detailed launch plan

• Target groups - private, business or both

• User experience is the key

• User communication is essential

• Use pull and push marketing • Educate buyers to take advantage of the new service

• Encourage sellers to be active

• Actively collect user feedback

Conclusions

• Classifieds should use Hakema service to• Improve visitor engagement• Improve visitor on-site time • Increase impression conversion• Convert visitors to qualified leads• Improve value of media for advertisers • Learn more about buyers’ and sellers’ behavior• Create more innovative solutions

Classifieds can now

differentiate

Move to the next level

Ask about our next customer.

with Hakema booking solution for online classifieds

Meet us in Istanbul

"Social, Local, Mobile (SoLoMo): Classified Media Strategies"

ConferenceIstanbul, Turkey 7-10 November 2012

Ajay Garg, ajay@hakema.net , +358-408416616www.hakema.net