Sven de meyere Realo marketing momentum 26-01-2016
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Realo aims to become the leading online real estate platform in Europe by providing insights to help people buy, sell, or rent homes. Their vision is to be the most used marketplace for real estate transactions in at least 10 EU countries. Realo will provide helpful insights leveraging big data to help people make smarter real estate decisions and will know which real estate agents and service providers are most recommendable based on real customer interactions and transactions. Their marketing framework focuses on earned and owned media, understanding competitors, using data over opinions, constant testing, prioritizing mobile, and hiring for passion in addition to skills.
Sven de meyere Realo marketing momentum 26-01-2016
- 1. Building a digital marketing framework to become the leading online real estate platform in Europe
- 2. About me
- 3. STRICTLY TEAM: WHO ARE WE? Sven De Meyere - @demeyeresven - [email protected]
- 4. About
- 6. 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.
- 7. 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 VISION: WHERE DO WE AIM TO BE?
- 8. From the founders of social networks and Toon Coppens Lorenz Bogaert Nicolas Van Eenaeme STRICTLY TEAM: WHO ARE WE? Team of 20 devoted tech stars based in Ghent, Belgium Acquired in 2012 by IAC/InterActiveCorp (IACI) / The Match Group (MTCH)
- 9. STRICTLY TEAM: WHO ARE WE?
- 10. STRICTLY IGNORANCE comes at a very high cost in real estate. THE PAIN: WHICH PROBLEM ARE WE We find it problematic that
- 11. STRICTLYTHE PAIN: WHICH PROBLEM ARE WE HELPFUL INSIGHTS so people can make smarter decisions. We solve this by providing
- 12. STRICTLYTHE PAIN: WHICH PROBLEM ARE WE Realo knows where the perfect spot is by 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, …
- 14. STRICTLYTHE PAIN: WHICH PROBLEM ARE WE 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
- 15. Data-centric Marketplaces Our inspiration from non-target markets Vertical Marketplaces Old school incumbents in our target markets Horizontal Marketplaces Real estate needs its own vertical market Franchises & Agent Controlled Initiatives Perfect 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
- 16. About our marketing Focus on owned and earned media
- 18. Typical usage of a blog
- 19. How we see it
- 24. About our marketing Know what your competitors are doing
- 29. Google Trends
- 30. Google Trends
- 31. About our marketing Measure everything (useful)
- 32. Google Analytics
- 34. Kissmetrics
- 36. About our marketing Data beats emotions
- 39. IVOX results
- 42. Loyalty insights
- 44. About our marketing Mobile first (no, really!)
- 45. Responsive website & 3 native apps
- 46. Mobile app conversion rate outperforms website traffic…
- 47. Mobile app conversion rate outperforms website traffic… with 700%
- 48. Mobile app ROI calculator
- 49. About our marketing Always be testing
- 53. About our marketing Remarketing on steroids
- 54. Google Adwords customer match
- 55. Google Adwords customer match
- 56. Google Adwords customer match
- 57. Google Adwords customer match
- 59. Widget on HLN homepage
- 60. Generated traffic increased.. with 200% Widget on HLN homepage
- 61. About our recruiting Hire for passion, not just for skill
- 62. 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
- 63. Summary
- 64. 1) Earned & owned media first! 2) Know what your competitors are doing 3) Data beats opinion 4) Always be testing 5) Mobile done right = €€€ 6) Hire for passion, not only for skill Summary
- 65. Sven De Meyere - @demeyeresven - [email protected]