Sven de meyere Realo marketing momentum 26-01-2016

Building a digital marketing framework to become the leading online real estate platform in Europe

About me

STRICTLY CONFIDENTIALTEAM: WHO ARE WE? Sven De Meyere - @demeyeresven - [email protected]

Realo is an online real estate marketplace

Our mission is to help people to buy, sell or rent a home by providing them insights about houses, neighbourhoods and

service providers such as real estate agents.

Realo will become market leader

Realo’s vision is to become the market leading property portal in Europe by becoming the most used marketplace for real estate

transactions in at least ten EU countries.

STRICTLY CONFIDENTIALVISION: WHERE DO WE AIM TO BE?

From the founders of social networks and

Toon Coppens

Lorenz Bogaert Nicolas Van Eenaeme

STRICTLY CONFIDENTIALTEAM: WHO ARE WE?

Team of 20 devoted tech stars based in Ghent, Belgium

Acquired in 2012 by IAC/InterActiveCorp (IACI) / The Match Group (MTCH)

STRICTLY CONFIDENTIALTEAM: WHO ARE WE?

STRICTLY CONFIDENTIAL

IGNORANCEcomes at a very high cost in real estate.

THE PAIN: WHICH PROBLEM ARE WE SOLVING?

We find it problematic that



HELPFUL INSIGHTSso people can make smarter decisions.

We solve this by providing



Realo knows where the perfect spot isby leveraging all big data insights available

Find out the best schools, the risk of being robbed or flooded, the walking, cycling or driving distance to anything from the best coffee bar to your job or school, the level of

employment, what kind of neighbours you’ll have, if the neighbourhood is up and coming, …



Realo knows who is recommendable as real estate agent or service provider

All recommendations are based on real interactions or transactions between home seekers or owners and the real estate agent or provider

Data-centric MarketplacesOur inspiration from non-target markets

Vertical MarketplacesOld school incumbents in our target markets

Horizontal MarketplacesReal estate needs its own vertical market

Franchises & Agent Controlled InitiativesPerfect partners & potential threats

US, market cap: 2.8B$ US, market cap: 1.4B$

UK, market cap: 3.7B£ UK, market cap: 1.0B£

Germany Belgium Spain

ItalyPortugal

Netherlands UK Australia

About our marketingFocus on owned and earned media

Typical usage of a blog

How we see it

Equivalent of 90K yearly Adwords spend

About our marketingKnow what your competitors are doing

Keyword rank tracking

Google Trends

About our marketingMeasure everything (useful)

Google Analytics

Google Tag Manager

Kissmetrics

Custom reporting backend

About our marketingData beats emotions

Our TV commercials

IVOX results

Surprising results

Incredibly cheap!

Loyalty insights

Audience insights

About our marketingMobile first (no, really!)

Responsive website & 3 native apps

Mobile app conversion rate outperforms website traffic…

Mobile app conversion rate outperforms website traffic…

with 700%

Mobile app ROI calculator

About our marketingAlways be testing

About our marketingRemarketing on steroids

Google Adwords customer match

About our marketingPersonalization!

Widget on HLN homepage

Generated traffic increased..

with 200%

Widget on HLN homepage

About our recruitingHire for passion, not just for skill

How do you think an average day at work would look like here?Who do you consider to be global digital marketing influencers?

What is the latest blog post that you’ve read?Can you rate your knowledge of the different digital marketing channels?

What do you think is low hanging fruit to boost our digital marketing efforts?...

Ask the right questions

Summary

1) Earned & owned media first!2) Know what your competitors are doing3) Data beats opinion4) Always be testing5) Mobile done right = €€€6) Hire for passion, not only for skill

Summary

Sven De Meyere - @demeyeresven - [email protected]

Sven de meyere Realo marketing momentum 26-01-2016

Business

Transcript of Sven de meyere Realo marketing momentum 26-01-2016