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http://www.flickr.com/photos/darwinbell/290744139 Property Portal Watch Workshop San Francisco - August 4, 2009 The Path A...
Who are we? http://www.flickr.com/photos/jima/243309196/ and many more… Clients:
We speak with everyone http://www.flickr.com/photos/23680544@N07 Regularly speak with 50+ portals in many markets, media s...
Current web thinking OLD NEW <ul><li>Closed </li></ul><ul><li>Own the user </li></ul><ul><li>Brand </li></ul><ul><li>Offli...
Topics http://www.flickr.com/photos/tantek/22778226/ <ul><li>Is content king? </li></ul><ul><li>Openness? </li></ul><ul><l...
Is Content King? My database is bigger than yours
Is the database a differentiator? http://www.flickr.com/photos/adesigna/3237575990/
Do users care?  http://www.flickr.com/photos/fun3/417463333/
Maybe bigger isn’t better?
Definition of content has evolved
User Generated Content
Or is it user experience that matters? http://www.flickr.com/photos/superbomba/3560084221
Discussion Is database size critical? How is community/UGC relevant for real estate? What matters, size or speed?
facebook
Twitter
Yahoo!
Should you let the user leave your site? http://www.flickr.com/photos/cpstorm/140115572/
Who owns the user? Portal Estate Agent Seller ?
Discussion Is “owning” the user still valid? Should you let the user leave? Should you let others in?
Friend or Foe? Property Portal http://www.flickr.com/photos/ittybittiesforyou/3528619275
Free!!!!
Free!!!! Users!!!!
Free????
If Google had to do SEO http://www.meangene.com/google/google1.html
The Cost of SEO <ul><li>time, effort </li></ul><ul><li>expertise required </li></ul><ul><li>lose control over product </li...
Discussion Is relying on SEO healthy? Is there any alternative? Should you diversify your sources of traffic? Is it safe t...
Keeping the users
Keeping the users (2)
Is this the internet users want?
Targeting SMEs
Targeting agents
Google Real Estate
How will Google get users? “ The ascent of Google Maps is a result of the shortcut in the search results on Google.  61% o...
The cream rises to the top, right?
Who owns the user? Portal Estate Agent Seller
Current web thinking <ul><li>Closed </li></ul><ul><li>Own the user </li></ul><ul><li>Brand </li></ul><ul><li>Offline adver...
Discussion Is Google a portal? Is Google defending the user? Is Google neutral? What are the challenges Google Real Estate...
New models? http://www.flickr.com/photos/35421063@N00/2731757488
<ul><li>Inclusion </li></ul><ul><li>flat fee </li></ul><ul><li>ex: Yellow Pages </li></ul><ul><li>Audience </li></ul><ul><...
Is free really viable? Registration Detail pages Financial services Related info Upselling Adsense
Should you be thinking about performance?
Agents want the users <ul><li>Not all agents, but growing number </li></ul><ul><li>Invested in website </li></ul><ul><li>G...
Migration is hard http://www.flickr.com/photos/pnoid00/1909096140
What do you sell? Performance http://www.flickr.com/photos/al-stan/3093809724/ Branding http://www.flickr.com/photos/funky...
Discussion Are new models viable? What do agents want? Is it possible for giants to change model?
Print?  http://www.flickr.com/photos/bluefootedbooby/352172004
Print is dead Source: ImmoStudie 2009
Offline and Online Search by id num, from newspaper
Long live media groups!
Discussion Is online AND offline more powerful than just online? Has the window closed for old media? Why are so many lead...
Conclusions http://www.flickr.com/photos/fliegender/236372712 <ul><li>Content still king, but less so </li></ul><ul><li>Pr...
Learn more We’re here all week. Let’s chat. http://blog.nestoria.co.uk Twitter: @nestoria http://www.flickr.com/photos/fou...
Questions? http://www.flickr.com/photos/calavera/65098350/
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The path ahead for property portals

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Our presentation at the Property Portal Watch session at Inman August 2009 in San Francisco

Veröffentlicht in: Immobilien, Business, Technologie
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The path ahead for property portals

  1. 1. http://www.flickr.com/photos/darwinbell/290744139 Property Portal Watch Workshop San Francisco - August 4, 2009 The Path Ahead for Property Portals
  2. 2. Who are we? http://www.flickr.com/photos/jima/243309196/ and many more… Clients:
  3. 3. We speak with everyone http://www.flickr.com/photos/23680544@N07 Regularly speak with 50+ portals in many markets, media sites, etc
  4. 4. Current web thinking OLD NEW <ul><li>Closed </li></ul><ul><li>Own the user </li></ul><ul><li>Brand </li></ul><ul><li>Offline advertising </li></ul><ul><li>Size </li></ul><ul><li>Pageviews/Display </li></ul><ul><li>Profit Driven </li></ul><ul><li>Open </li></ul><ul><li>Let the user go </li></ul><ul><li>Experience </li></ul><ul><li>Word of mouth </li></ul><ul><li>Speed </li></ul><ul><li>Actions </li></ul><ul><li>User first </li></ul>
  5. 5. Topics http://www.flickr.com/photos/tantek/22778226/ <ul><li>Is content king? </li></ul><ul><li>Openness? </li></ul><ul><li>At what cost SEO? </li></ul><ul><li>Google? </li></ul><ul><li>New models? </li></ul><ul><li>Print? </li></ul>
  6. 6. Is Content King? My database is bigger than yours
  7. 7. Is the database a differentiator? http://www.flickr.com/photos/adesigna/3237575990/
  8. 8. Do users care? http://www.flickr.com/photos/fun3/417463333/
  9. 9. Maybe bigger isn’t better?
  10. 10. Definition of content has evolved
  11. 11. User Generated Content
  12. 12. Or is it user experience that matters? http://www.flickr.com/photos/superbomba/3560084221
  13. 13. Discussion Is database size critical? How is community/UGC relevant for real estate? What matters, size or speed?
  14. 14. facebook
  15. 15. Twitter
  16. 16. Yahoo!
  17. 17. Should you let the user leave your site? http://www.flickr.com/photos/cpstorm/140115572/
  18. 18. Who owns the user? Portal Estate Agent Seller ?
  19. 19. Discussion Is “owning” the user still valid? Should you let the user leave? Should you let others in?
  20. 20. Friend or Foe? Property Portal http://www.flickr.com/photos/ittybittiesforyou/3528619275
  21. 21. Free!!!!
  22. 22. Free!!!! Users!!!!
  23. 23. Free????
  24. 24. If Google had to do SEO http://www.meangene.com/google/google1.html
  25. 25. The Cost of SEO <ul><li>time, effort </li></ul><ul><li>expertise required </li></ul><ul><li>lose control over product </li></ul><ul><li>lack of transparency </li></ul>
  26. 26. Discussion Is relying on SEO healthy? Is there any alternative? Should you diversify your sources of traffic? Is it safe to rely on a potential competitor?
  27. 27. Keeping the users
  28. 28. Keeping the users (2)
  29. 29. Is this the internet users want?
  30. 30. Targeting SMEs
  31. 31. Targeting agents
  32. 32. Google Real Estate
  33. 33. How will Google get users? “ The ascent of Google Maps is a result of the shortcut in the search results on Google. 61% of visits to Google Maps came directly from Google last week.” Heather Hopkins, Hitwise http://weblogs.hitwise.com/us-heather-hopkins/2009/02/google_maps_edges_closer_to_ma_1.html
  34. 34. The cream rises to the top, right?
  35. 35. Who owns the user? Portal Estate Agent Seller
  36. 36. Current web thinking <ul><li>Closed </li></ul><ul><li>Own the user </li></ul><ul><li>Brand </li></ul><ul><li>Offline advertising </li></ul><ul><li>Size </li></ul><ul><li>Pageviews/Display </li></ul><ul><li>Profit Driven </li></ul>OLD NEW <ul><li>Open </li></ul><ul><li>Let the user go </li></ul><ul><li>Experience </li></ul><ul><li>Word of mouth </li></ul><ul><li>Speed </li></ul><ul><li>Actions </li></ul><ul><li>User first </li></ul>
  37. 37. Discussion Is Google a portal? Is Google defending the user? Is Google neutral? What are the challenges Google Real Estate faces? What should portals do?
  38. 38. New models? http://www.flickr.com/photos/35421063@N00/2731757488
  39. 39. <ul><li>Inclusion </li></ul><ul><li>flat fee </li></ul><ul><li>ex: Yellow Pages </li></ul><ul><li>Audience </li></ul><ul><li>Pay for audience </li></ul><ul><li>ex: newspapers </li></ul><ul><li>Performance </li></ul><ul><li>results </li></ul><ul><li>ex: search </li></ul><ul><li>Free </li></ul><ul><li>ads </li></ul><ul><li>ex: globrix, gumtree </li></ul>
  40. 40. Is free really viable? Registration Detail pages Financial services Related info Upselling Adsense
  41. 41. Should you be thinking about performance?
  42. 42. Agents want the users <ul><li>Not all agents, but growing number </li></ul><ul><li>Invested in website </li></ul><ul><li>Google trains them </li></ul><ul><li>with Analytics, Adwords </li></ul>
  43. 43. Migration is hard http://www.flickr.com/photos/pnoid00/1909096140
  44. 44. What do you sell? Performance http://www.flickr.com/photos/al-stan/3093809724/ Branding http://www.flickr.com/photos/funkyah/455336901/
  45. 45. Discussion Are new models viable? What do agents want? Is it possible for giants to change model?
  46. 46. Print? http://www.flickr.com/photos/bluefootedbooby/352172004
  47. 47. Print is dead Source: ImmoStudie 2009
  48. 48. Offline and Online Search by id num, from newspaper
  49. 49. Long live media groups!
  50. 50. Discussion Is online AND offline more powerful than just online? Has the window closed for old media? Why are so many leading players pure online?
  51. 51. Conclusions http://www.flickr.com/photos/fliegender/236372712 <ul><li>Content still king, but less so </li></ul><ul><li>Preference better than ownership </li></ul><ul><li>Nothing is free </li></ul><ul><li>New models coming </li></ul><ul><li>Not all print is dead </li></ul><ul><li>Speed is critical </li></ul>
  52. 52. Learn more We’re here all week. Let’s chat. http://blog.nestoria.co.uk Twitter: @nestoria http://www.flickr.com/photos/foundphotoslj/466722575/
  53. 53. Questions? http://www.flickr.com/photos/calavera/65098350/

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