Short story: How Internet Short story: How Internet

changed Real estate market…changed Real estate market…Jarosław Sobolewski – CEO, IAB Poland

We are back in the business !

IAB UK for Engage 2006

Everything began in the USA

The idea of Multiple Listing Systems

Paper was King in business in 90-ies

- stabilised market

- wide range national and regional titles

- customers trust in medium

- advertisers interest and support

- low prices of ads

- no real alternative

First polish Real estate classified vortal looked like Craigslist.com

- short information (press style ads)

- no photos

- low interest of advertisers and users

- small databases

First professional Real estateclassifieds vortal at Trader.pl

- trainings

- technical support

- up to date products

- new technologies

- national promotion

What convinced advertisersto Internet

- availability

- capacity

- photos

- ability to save time…

…and cut costs

Websites vs. Powerpages

+private+own domain+prestige+flexibility

- promotion- hosting- development- high costs

+traffic+trainings+support+promotion+low costs

- fixed products- more competition

BOOM of 2006

McCann Erickson Poland

BOOM of 2006

- marker rush after joining EU- less properties to trade- customers sell privatly- more buyers than sellers- competition between agents grow stronger

Internet advertising became the key to success!

Powerpages*

*Private analysis

Internet driven changes so far

- large databases of ads- rich ads content- maps and localisation mash-ups - property value analysis for everyone

Effects:

- one day sells- new realtors and competition on the market

Ads online*

*Private analysis

Online advertising defects

-offers duplication

-outdated ads

-false ads

-late or no responce on e-mail inquiries

Other changes

- software developers build RE vortals

- media owners create software

- properties trade by owners

- lower cost advertising

- profiled websites for special categories

Paper in retreat !

* Gemius Megapanel

* Gemius Megapanel

* Gemius Megapanel

* Gemius Megapanel

Ad formats on the market

Realtors and private sellers use every possible

e-marketing tools to generate sells.

Ads, premium ads, buttons, banners, billboards, maps,

Adwords, e-mailings, websites, blogs

New trends

Maps !, mash-ups, video, virtual tours, blogs,

social networks

Maps

Mash-ups

Video

Virtual Tours

Blogs

Social networks

Thank you.

Jarosław Sobolewski – CEO, IAB Poland

E-mail: jsobolewski@iab.com.pl