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Kelsey Presentation
1.
2. Growth of consumer expenditures and access to inexpensive capital
fueled local marketing budgets in key categories
Auto
Real estate
Retail
Home products
Growth fueled expansion and innovation in local market media
Entrepreneurial growth
Venture-backed growth
Within climate of media expansion, distribution of consumer attention
has dispersed broadly
Current economic contraction severely reducing local marketing spend
Local media competing on price and results during period of deteriorating
financial performance
Social media expansion provides enticing low- to no-cost impact on lead
generation
Current status: rapid re-engineering of business models and market-
facing tactics
3. Transaction
Peak Today
Value
Home sales 7.1 M 4.5M
Avg. Price $220K $175K
Total Transaction 1.56T $822.5B
Value
Commission rate 5.75% 5.0%
Commission value $89.5B $41.1B
Bubble economics created 3 –
Transacting agents 600,000 500,000
5M additional transactions
Avg./Agent $149.2K $82.3K
during boom.
Average price has declined 25%
from $229K to $170K.
Incomes dramatically eroded
Total price decline likely to level
by rapid decline in
at 40%
transactions and price.
4. Approximately 3.6M Unique % of
(in 000) Visitors Total
homes for sale
Networks 12,408 32.0%
All independent sites
Move 7,425 19.2%
have millions of
Top brokers 4,862 12.6%
duplicated listings.
Top 5 12,108 31.3%
Brokers present broad independents
view of market All others 1,915 4.9%
MLS distribution Total 38,718 100.0%
expanding and
becoming consumer
facing. Independents include Trulia,
Zillow, Homegain, RealtTrac,
Homes.com, NCI Interactive
Any house online at any time.
5. Reduced market Marketing spend
activity diminished
lead volume during $10
leanest period $8
Top agents invest
$6
approximately 8.5% of
$4
commission revenue
in marketing $2
60% of agents invest less
$0
than $3000/yr in
Peak Today
marketing
Intermediary bears no inventory risk
Average inventory: 9.6mos. in existing home sales
6. Personal Income Hi Cost
Newspapers
Radio
Specialty
magazines
Internet
Traditional New
Listing
MLS
Media Media
Services
Direct
E-mail
mail
Marketing
Broker
Web Site
Blogs
Yard Social
Signs media
Lo Cost
7. Category Activity
Required monthly
Avg. leads per
leads: 45
2 per month
listing
Free sources
# transactions
22
to earn $100K
generate 20 – 25%
Average time
of total activity
180 days
on market
Paid sources
Total leads
550
required
deliver leads at
Annual
approximately $20
marketing $7,920
investment
per lead
Marketing
investment per $15
lead
8. Media % Use
Spending distribution
Yard signs 98%
E-mail 91% Other media; 13%
Broker web site 88% Spec.
Newspapers, 16% mags.;
Personal web site 86% 24%
Specialty mags. 84%
Internet listing 77%
service
Direct mail 76%
Agent
Newspapers 66% Internet
web
mktng; 24%
site;
SEM 61%
23%
Social media/blogs 25%
Cable TV 12%
Source: Real Estate Agent Study
Billboards 9% Conducted by OSR Group for NCI
Radio 7%
9. January # of
Agent Platform
Users Agents
requirements: Facebook 57.2M 156,000
Content creation
MySpace 75.6M 80,360
Personality LinkedIn 7.7M ???
Twitter 2.6M ???
Authority
Active
Relationship 930K 136,195
Rain
Outcome: Massive
personal networks
10. Advertising spend will increasingly focus on
differentiation
Customer contact management will become a
point of excellence
Social media applications will increase word of
mouth leads by 10-15%
Listings enhancement will be supplanted by
personal presence
Increasing proliferation of content
generation/management tools
Publish once to many
Original quality
Professionalism will require greater commitment
and expertise.
11. Leading local media NCI Real Estate Brands
provider serving the
The Real Estate Book
housing market
TheRealEstateBook.com
Rental markets: 48% of
revenue
Unique Homes
Resale markets: 35% of
New HomeFinder
revenue
Remodeling: 17% of revenue
Your Life By Design
Integrated media platform
Your Home By Design
Distribute 10M+
iConnect
publications each month in
600 markets
2.1M unique users to
multiple brand-specific
web sites