The Challenge of Launching a New Portal in an Emerging and Highly Competitive Market
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Opportunity… Launching in Thailand The Challenge of Launching a new portal in an emerging but highly competitive market
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Transcript of The Challenge of Launching a New Portal in an Emerging and Highly Competitive Market
Opportunity…
Launching in Thailand The Challenge of Launching a new portal in an emerging but highly competitive market
Challenge & Journey
2013 2014 2015 2015
Challenge #1 Free to list
www.Thailand-Property.com
Challenge #2 Convert free to paid
Challenge #3 Launch local language site
www.DotProperty.co.th
Challenge #4 Challenge the market leader
www.DotProperty.co.th
Focus on the English market which is niche to
enter to the market.
85% retention Face to face meeting
Separate dual language platform
Improving user experience and getting more content to
engage users.
• List of agents with English language on website • Free membership to end of 6 months
• Build and manage XML program • Targeted 50,000 listings
• Free is difficult to sell!
Challenge of Content
Exclusive listings are almost unheard of
Agent
Agent
Agent Agent Agent
Agent Agent
Agent
Owner
No relationship, trust or information flow
ü Simple ü Accurate ü Credible
SEARCH SHOULD BE…
Challenge on Search Quality (1)
Non exclusive listings environment present difficulties here:
• Listing could be out of date for years • Fake listings
ü Wide post code areas ü Search dictated by keywords ü No spelling standards ü Street level location has to be merged
Location
Challenge on Search Quality (2)
Standards difficult to identify and work with.
ü Different way in which the Thai audience operate ü A setting of very simple, popular and effective free to list
portal sites
Launching of Thai Language Site
Who will get more leads?
Avoidance of Agents
VS.
ü Firstly offers no agent branding on listings ü Free forever
ü Responsive and mobile friendly
ü And of course, we hit growth targets • Over 500,000 visitors per month
• Over 200,000 listings on site
What do we offer?
Many marketers still believe in offline marketing plans
Tried and Tested - Trust in Traditional Media
• Thailand Property magazine launched in June 2014.
• Traditional Media Tool Designed to Hook Clients Online
Using the Offline ‘Hook’
ü Average growth by 43% in last 3 years for digital media spending in Thailand
ü Real Estate digital marketing spend is in the Top 8 of industries
ü And still grow overtime….
Growing & Prosperous Future
What we achieved so far…
ü 200,000+ listings for sale and rent
ü 500,000+ Users per Month (as of April 2015)
ü 155,000+ followers on Social Media
ü 24,000 Facebook group members
ü 5,000+ registered Agents
Thank you
© Copyright 2015 DOT PROPERTY GROUP
Adam Sutcliffe Managing Director Norazeth (Tony) Rungreungbhakdiguna Marketing Director
