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]
About
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
STRICTLY CONFIDENTIAL
THE PAIN: WHICH PROBLEM ARE WE SOLVING?
HELPFUL INSIGHTSso people can make smarter decisions.
We solve this by providing
STRICTLY CONFIDENTIAL
THE PAIN: WHICH PROBLEM ARE WE SOLVING?
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, …
STRICTLY CONFIDENTIAL
THE PAIN: WHICH PROBLEM ARE WE SOLVING?
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
Keyword rank tracking
Keyword rank tracking
Google Trends
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
Google Adwords customer match
Google Adwords customer match
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]