Global Real Estate Platform. INNOVATIVE MARKETING STRATEGIES for Real Estate

Transcription

1 Global Real Estate Platform INNOVATIVE MARKETING STRATEGIES for Real Estate August 2018

2 WHY INNOVATE?

3 WHY INNOVATE? Definition: An innovation is the implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organizational method in business practices, workplace organization or external relations - OECD (Organization for Economic Co-operation and Development) Why should we innovate? To improve our business To adapt to a new environment/new business conditions 2

4 WHY INNOVATE? To improve our business Increase profitability To adapt to a new environment/new business conditions Increase revenue Lower costs Sell more Sell at a higher price Spend less (with similar or better outcome) Innovation impact Sell new 3

5 WHAT ABOUT REAL ESTATE? INERTIA, STILL A HURDLE TO INNOVATION IN REAL ESTATE? 4

6 HOW TO INNOVATE?

7 HOW TO INNOVATE? CREATE INNOVATION (FROM SCRATCH) ADAPT/TRANSPOSE INNOVATIONS Opportunity Trends Other markets Other industries What are the changes that have started to affect real estate? How to take advantage of them? 6

8 MAJOR INNOVATIONS AFFECTING REAL ESTATE

9 INNOVATIONS IN REAL ESTATE 1 THE SHIFT TO ONLINE 8

10 TRADITIONAL REAL ESTATE SELLING Receptive/Passiv e approach (for the buyer) 9

11 PROACTIVE BUYERS USING ONLINE Active approach

12 PROACTIVE BUYERS USING ONLINE Property type For sale/for rent? Location Active approach 11

13 BUYERS HAVE MOVED ONLINE IN EUROPE/THE US 90% of property searches are done online 12

14 Spending in billion U.S. dollars AND SO HAVE SELLERS Online Newspaper Broadcast TV Other print Direct mail Cinema Out of home Cable TV Radio Directories Telemarketing %+ of budget (estimate) 2014 (estimate) 2015 (estimate) 2016 (estimate) 2017 (estimate) Note: United States; 2012 and 2013 Further information regarding this statistic can be found on page 8. Source: Borrell Associates; Bureau of Labor Statistics; Dun & Bradstreet; ID

15 INNOVATIONS IN REAL ESTATE 2 THE SHIFT TO MOBILE 14

16 WE SPEND OUR DIGITAL TIME ON OUR PHONES 15

17 ONLINE MARKETING INCREASINGLY MEANS MOBILE MARKETING 16

18 AND SEA IS FIRST HERE 17

19 MASSIVE POTENTIAL IN PH 18

20 HOW TO MAXIMIZE MOBILE? Mobile first True mobile experience 19

21 INNOVATIONS IN REAL ESTATE 3 MESSAGING 20

22 MESSAGING FOR BUSINESS? MOVING FROM SOCIAL TO BUSINESS CONVERSATIONS 21

23 MESSAGING GROWTH IS EXPONENTIAL Explosive growth 22

24 FROM SOCIAL TO BUSINESS Kakaotalk LINE WeChat Payments Banking Online to offline TV Transport Transactions Games Entreprise solutions 23

25 HOTELS USING MESSAGING HYATT Check availability Ask for details Book room Order room service 24

26 SHOPPING IS THE FIRST-MOVER 25

27 IS REAL ESTATE NEXT? Is real estate next? By going online/mobile you are going where the customers of today and tomorrow are 26

28 INNOVATIONS IN REAL ESTATE THE ONLINE VERSION OF X THE MOBILE VERSION OF X POTENTIALLY DISRUPTIVE INNOVATIONS? 27

29 INNOVATIONS IN REAL ESTATE 4 VIRTUAL + AUGMENTED REALITY 28

30 IS VR BECOMING A MASS PRODUCT? MAINSTREAM PRODUCT? 29

31 CHINA IS ADOPTING VR AT THE FASTEST PACE There was no need for a flight to London. The buyer toured the property using virtual reality (VR) goggles at Vanke s global marketing centre in Shanghai. CHINA IS FIRST 30

32 VR OPPORTUNITIES FOR REAL ESTATE VIRTUAL SHOWROOMS UNREAL ENGINE 31 Source: Forbes, Dec. 2017

33 INNOVATIONS IN REAL ESTATE AUGMENTED REALITY WORKING BOTH WAYS 32

34 INNOVATIONS IN REAL ESTATE 5 ARTIFICIAL INTELLIGENCE 33

35 HOW FAR IS AI? ROBOTS HAVE DISRUPTED MANUFACTURING 34

36 IS IT COMING TO REAL ESTATE? WILL AI DISRUPT REAL ESTATE? 35

37 INNOVATIONS IN REAL ESTATE COMBINING ONLINE AI VR CHINA UNITED STATES 36

38 INNOVATIONS IN REAL ESTATE COMBINING ONLINE MOBILE MESSAGIN G AI 37

39 INNOVATIONS IN REAL ESTATE 6 BIG DATA AND HOW IT IS USED 38

40 BIG DATA WHAT TYPE OF DATA IS COLLECTED AND HOW? SEARCHES (GOOGLE ) PROFILE (FB ) HARDWARE (DEVICE) LOCATION FILTERS BEHAVIOR PREVIOUS TRANSACTIONS 39

41 HOW TO LEVERAGE DATA? HOW IS DATA LEVERAGED BY COMPANIES? Targeting specific subsets of users based on data collected: Demographics Age, gender, relationship status, education, workplace Creating Look alike audiences Location Countries, cities, barangays COMBINING ONLINE MOBILE DATA Interests Hobbies, Websites, Products, Services Behavior Online behaviour, device usage

42 THE IMPACT OF DATA ON MARKETING IMPACT OF TARGETED ADS USING DATA

43 DATA AND REAL ESTATE AN EVEN BIGGER OPPORTUNITY? THE NEXT STEP: PROPERTIES COLLECTING DATA? 42

44 DATA CAN CREATE NEW OPPORTUNITIES IN REAL ESTATE OPENING THE OPPORTUNITY FOR NEW BUSINESS MODELS BUY THE HOUSE BASED ON MARKET AND PROP. DATA 24/7 VIEWING RE-SELL IT 43

45 INNOVATIONS IN REAL ESTATE 7 3D PRINTING 44

46 WHAT ABOUT 3D PRINTING? 45

47 INNOVATIONS IN REAL ESTATE THE FUTURE OF REAL ESTATE? 46

48 USING VOICE TO LOOK FOR A PROPERTY 47

49 AI BOT SHOWS ME DIFFERENT OPTIONS 48

50 I VISUALIZE THE PROJECT IN VR 49

51 I CAN CONSULT DATA ABOUT THE PROPERTY 50

52 BASED ON THAT DATA I CAN ESTIMATE FUTURE COSTS 51

53 ALL THE DATA IS INTEGRATED IN THE BLOCKCHAIN MORE DATA IS INTEGRATED (BLOCKCHAIN) 52

54 ABOUT US

55 LAMUDI IS THE #1 MARKETPLACE FOR REAL ESTATE IN THE PHILIPPINES Real Estate Demand Real Estate Supply 54

56 OUR CLIENTS & PARTNERS REAL ESTATE DEVELOPERS AGENTS & BROKERS DEVELOPERS MEDIA BANKS 55

57 LAMUDI 2018 PRODUCTS Exposure Packages Targeted Campaigns The Oracle: A Data Product VR Photography 5 Lamudi Magazine 6 Events

58 LAMUDI TARGETED CAMPAIGNS Connect with the people who truly matter to your business High-quality leads focused on specific projects Custom Audiences Increase your chance of reaching prospective buyers Campaign optimization daily from Lamudi Digital Marketing team OPTIMIZED BY: KEY CHANNELS

59 THE ORACLE On-demand market data and research covering the Philippine Real Estate industry, supported by Lamudi s proprietary database. The comprehensive market report covers: Supply and demand analysis Demographic analysis and visualization Price distribution and development trends in a particular city/region

60 Please do not hesitate to get in touch for more information 59