realtor.com UPDATE Q3 2014 Move, Inc. CEO, Steve Berkowitz on The Road to Number One The National Association of REALTORS Consumer Advocacy Action Center launch Promoting REALTOR designations and certifications Recent industry awards *Please note: This edition of the realtor.com Leadership Update was produced prior to the announcement of the agreement between Move, Inc. and News Corp.
THE ROAD TO NUMBER ONE Together with the National Association of REALTORS, realtor.com is committed to regaining our position as the number one real estate website. We will reach number one as we meet these benchmarks along the road ahead: Connect the REALTOR brand to a mobile audience Introduce the REALTOR brand to renters Introduce a more personalized experience Offer the best find the right REALTOR for me experience Deliver an engaging experience that both attracts users and stands as our platform for REALTOR differentiation, consumer editorial, and advocacy Accuracy Matters & Real People Brand Campaigns REALTORS and realtor.com. Together, we make home happen. At realtor.com, we update our site constantly, because accuracy is a passion of ours. It s integral to everything we do because it s integral to finding the right home at the right time. The strong partnership we are committed to with the National Association of REALTORS accelerated with the National Association of REALTORS Real People marketing campaign. Both campaigns champion the importance of accuracy, and the benefits of engaging a REALTOR. The National Association of REALTORS Real People multi-channel marketing campaign features ads across TV, digital and mobile. This initiative boosts and harmonizes with our well-received Accuracy Matters brand campaign. View the Accuracy Matters campaign here: realtor.com/accuracy Strong partnership realtor.com is proud to represent the best brand Realtor.com believes that real estate = REALTOR. We are more than your technology partner; we are also the BRAND PARTNER to REALTORS. We ve achieved 8.8 billion REALTOR BRAND impressions in May 2013 through April 2014. Source: realtor.com internal metrics, May 2013 through April 2014 2
THE ROAD TO NUMBER ONE Best content Content is king and nearly 100% of the U.S. properties for sale are sourced from REALTORS. We are steadfast on our commitment to provide the best content on the site carrying the REALTOR brand. Realtor.com is THE LARGEST AND MOST ACCURATE SITE IN THE U.S. Realtor.com stretches across 37 countries, affording REALTORS a strong global presence. Over 90% of properties listed for sale are updated every 15 minutes. Traffic & consumer connections We know that quality traffic growth = quality consumer connections Since 2010, our average monthly listings leads have increased by more than 300%. 1 That s impressive. We claim the highest lead conversion rate among the top 3 portals, with more than double either Zillow or Trulia. Our leads are also perceived as the best quality with consumers, outranking Zillow and Trulia once again. 2 +300 % GROWTH SINCE 2010 Because of our accurate, up-to-date listings, realtor.com is the better, smarter option. 1 Source: realtor.com internal metrics, March 2014 2 Source: RBC Capital Markets Survey, March 2014 2010 2011 2012 2013 Q1-2014 MAR-2014 3
THE NATIONAL ASSOCIATION OF REALTORS ADVOCACY The industry website - realtor.com exists to help ensure a REALTOR participates in every transaction. We share the same brand. Launched in March 2014, the National Association of REALTORS Consumer Action Center is the place we integrate and promote our shared goals and beliefs; Communicate the value of a REALTOR Support the National Association of REALTORS in achieving their advocacy goals in the context of a consumer search site Expose content and the National Association of REALTORS advocacy to a broader audience Increase sign up for the National Association of REALTORS advocacy content The Action Center on realtor.com provides the National Association of REALTORS with a place to showcase their work protecting the rights of homeowners and consumers. We combine this with content from the realtor.com website with frequent cross-links from news and advice features relevant to the policy topics in the Action Center. Visit the Action Center at realtor.com/actioncenter 4
FOCUS ON CIPS Realtor.com educates consumers on the value of REALTOR designations. First up: Certified International Property Specialist (CIPS). Realtor.com is creating additional content and ad placements for use throughout realtor.com. This is focused on individual REALTOR designations and certifications. These will include articles explaining the value delivered by members with these credentials, including a link to a search for them in the Find a REALTOR directory. Realtor.com introduced the Certified International Property Specialist (CIPS) promotion to provide consumers searching for properties on realtor.com International the ability to connect with REALTORS specializing in foreign transactions. Consumers are now able to find and engage with CIPS designees who can meet their specialized needs. Key components of the Certified International Property Specialist (CIPS) promotion include: CIPS banner ads on realtor.com International Ability for consumers to find CIPS designated REALTORS via a search feature with data from the National Association of REALTORS CIPS database Consumers are able to connect with REALTORS who are CIPS designees located both in and outside of the U.S. Specialized search criteria and filtering including language, name and areas served REALTOR pages with Photo/Bio/Country/Property/Region Specializations/Affiliations/ Office Locations REALTORS with the CIPS designation will benefit from the exposure generated from our new CIPS promotion, leading to additional engagement opportunities with consumers seeking to connect with a REALTOR who is knowledgeable on international transactions and who is well-equipped to serve their specialized needs. 5
INDUSTRY AWARDS This year, realtor.com and Move, Inc. garnered multiple awards for technology and product innovation at Real Estate Connect in San Francisco. This recognition highlights the industry s appreciation of the talent, thought leadership, and ingenuity realtor.com and Move Inc. bring to the online real estate marketplace. Moreover, the accolades illustrate the importance of industry-friendly innovation; the type of innovation that positions real estate professionals to excel and succeed in today s marketplace. Our win is a win for the industry as a whole brokers, agents, Associations, MLSs, and affiliates as well as a win for the important role REALTORS bring to home ownership. Among our awards: Doorsteps Swipe app engages just-looking consumers browsing photos of homes for sale, then introduces them to the realtor.com brand and listings long before they become transaction-ready customers. Last year s agent search experiment, while innovative, is primarily remembered due to our responsive changes based on additional industry feedback. We are in the process of incorporating that feedback into an exciting new concept connecting consumers with REALTORS online. The Houston Association of REALTORS was recognized for its launch of the first statewide real estate network. Powered by Move s ListHub technology, it connects consumers to MLS listing information with the accuracy and protections that ListHub syndication provides. The industry wins as we continue to develop products and ideas connecting consumers with REALTORS at every stage, and at the national and local levels. The industry wins as we keep the needs of real estate professionals top of mind with technology innovations that delight and drive consumers. The industry wins when we explore bold new concepts and shift when necessary, ensuring that the new approach is smartly responsive to industry feedback. The industry wins by our overriding long-term commitment to place the REALTOR at the center of the transaction, and by providing a level playing field for REALTORS to compete. It s an exciting time for our industry, and the awareness of the important connection between REALTORS and realtor.com is increasing day by day. We are committed to bringing even more industry-focused innovation to you in the months ahead, and to continue to connect the industry and the consumer in the online real estate marketplace. For more information on realtor.com programs and services, call: 800.878.4166 2014 Move Sales, Inc. All rights reserved. 7181CA 6