HTown Day 2012 - Bob Hale

THE TIMES THEY ARE A-CHANGIN!

- Bob Dylan

CONSUMER RATINGSOF AGENTS

81% Will Benefit

180,000 Ratings

8,148 Agents have Surveyed Clients 4.93/5.00Total Surveys Sent to Clients 123,306 (49% Response)

“Who is the real estate agent with the highest ratings near me?”

CONSUMERS’ APPETITEFOR DATA

http://online.wsj.com/public/page/0_0_WP_3001.html?currentPlayingLocation=242&currentlyPlayingCollection=Tech&currentlyPlayingVideoId=%7BF3097CE7-1895-4411-AA5C-519FC2A704E9%7D

Providing Consumers What They Want

Sold Prices & DatesListing History(Price Reductions)

Days on MarketNearby Homes for Sale

Nearby Homes SoldPrice Estimates & TrendsContact a Buyer’s Agent

Post Homes for SaleCompilation of Features from Above Websites

CONSUMERS’ INTERESTIN

TRANSACTIONMANAGEMENT

Deal Room (TM) Used by 100% of REDFIN AgentsConsumers may view their transactions

CONSUMERS’ REQUESTSGO UNANSWERED

From: cbeeke [mailto:[email protected]] Sent: Tuesday, February 28, 2012 9:29 AM

When I accepted the position of editor of HBJ, I had about 3 weeks to find housing for my family, which includes 3 small children, so schools were an issue. Having no knowledge of Houston and which schools were rated well or how commute times might vary, I scanned the Internet for a couple of hours, using the HAR site and plugging in all our desired amenities.

Several houses from all over the Houston area seemed suitable, so I emailed about 10 Realtors who were representing those rentals. Of all of them, only one responded. That individual, Lance Loken of Loken Group, called me within an hour of the email. He left a message letting me know he and his wife, who are a team of Realtors, were from Wisconsin (he knew I was in Michigan at the time), had two small children, and had made the move themselves just a few years before.

B. Candace BeekeEditorHouston Business Journal

From: Yvonne Fedee [mailto:[email protected]] Sent: Thursday, May 31, 2012 8:06 PMTo: HAR SupportSubject: realtors not responsive I am an HAR consumer and I'm trying to find a single family home to lease. I have sent inquiries via HAR.com to the listing agents for approximately 10-12 homes. Of all these inquiries, only one realtor has gotten back to me. I don't know if the emails are not being delivered or what, but it is very frustrating. If the realtors are receiving the inquiries but just choosing not to respond, they shouldn't be allowed to list on HAR.com. Yvonne Fedee

Uber app-town cars, taxi Assn tried to stop it, 10 seconds for driver to accept, passenger rates driver &

driver rates passenger, $10 fee if passenger is a no showWhat if Uber starts a REALTOR® Showing Service?

Disruptive Innovation

RENT VS. OWN

Geography : United States Location : Home and Work Time Period : June 2012

Key Measures Target : Total Audience

Real Estate [Undup.] Media : Real Estate [Undup.] Date : 7/19/2012

©2012 comScore, Inc

Media

Total Unique Visitors (000)

% ReachTotal Pages

Viewed (MM)

% Page Views

Total Internet : Total Audience 221,155 100.0% 707,778 100.0% Real Estate 77,677 35.1% 3,686 0.5%

1 ZILLOW.COM 15,016 19.3% 229 6.2%2 Trulia Network 12,026 15.5% 264 7.2%3 Yahoo! Real Estate 11,706 15.1% 78 2.1%4 REALTOR.COM 9,937 12.8% 389 10.6%5 ForRent.com & Homes.com Network 8,720 11.2% 155 4.2%6 Primedia Apartments/Rentals Network 5,741 7.4% 76 2.1%7 Apartments.com Sites 4,506 5.8% 51 1.4%8 MSN Real Estate 4,301 5.5% 35 0.9%9 AOL Real Estate 2,837 3.7% 18 0.5%

10 Coldwell Banker 2,835 3.7% 53 1.4%11 LoopNet Sites 2,685 3.5% 46 1.3%12 Internet Brands Real Estate 2,094 2.7% 18 0.5%13 REDFIN.COM 2,008 2.6% 27 0.7%14 MYNEWPLACE.COM 2,000 2.6% 16 0.4%15 NCI Interactive 1,816 2.3% 14 0.4%16 RE/MAX, LLC. 1,639 2.1% 30 0.8%17 UHAUL.COM 1,570 2.0% 19 0.5%18 Century 21 International 1,450 1.9% 11 0.3%19 HOTPADS.COM 1,434 1.8% 38 1.0%20 BLOCKSHOPPER.COM 1,295 1.7% 5 0.1%21 HOMEFINDER.COM 1,264 1.6% 17 0.5%22 ZIPREALTY.COM 1,108 1.4% 29 0.8%23 MLXCHANGE.COM 964 1.2% 69 1.9%24 WEICHERT.COM 921 1.2% 14 0.4%25 CONNECTWITHLIFE.COM 871 1.1% 3 0.1%26 MOVOTO.COM 783 1.0% 7 0.2%27 FrontDoor 762 1.0% 11 0.3%28 HAR.COM 735 0.9% 42 1.1%29 ACTIVERAIN.COM 724 0.9% 1 0.0%30 Vertical Brands 724 0.9% 7 0.2%

24.4% {

DESKTOP SEARCH

United StatesHome and WorkAugust 2012

Key Measures Total Audience

Real Estate [Undup.] Real Estate [Undup.]

9/14/2012


% ReachAverage Minutes per

Visit

1 ZILLOW.COM 15,931 23.9% 5.8

2 TRULIA.COM 13,064 19.6% 6.0

3 REALTOR.COM 10,889 16.4% 8.9

4 Yahoo! Homes 9,869 14.8% 2.9

5 HOMES.COM 6,617 9.9% 6.9

6 Primedia Apartments/Rentals Network 6,182 9.3% 5.6

7 Apartments.com Sites 4,845 7.3% 3.9

8 AOL Real Estate 4,310 6.5% 2.0

9 MSN Real Estate 4,167 6.3% 1.5

10 Coldwell Banker 2,938 4.4% 5.6

11 FORRENT.COM 2,448 3.7% 4.0

12 LoopNet Sites 2,369 3.6% 5.2

13 NCI Interactive 2,127 3.2% 3.9

14 RE/MAX, LLC. 2,091 3.1% 6.4

15 Internet Brands Real Estate 2,081 3.1% 2.4

16 REDFIN.COM 2,039 3.1% 4.7

17 UHAUL.COM 1,824 2.7% 5.9

18 Century 21 International 1,711 2.6% 4.6

19 MYNEWPLACE.COM 1,463 2.2% 4.0

20 HOMEFINDER.COM 1,401 2.1% 5.1

21 HOTPADS.COM 1,349 2.0% 5.8

22 BLOCKSHOPPER.COM 1,300 2.0% 2.2

23 FrontDoor 1,263 1.9% 2.7

24 ZIPREALTY.COM 1,197 1.8% 5.6

25 WEICHERT.COM 994 1.5% 4.5

26 MLXCHANGE.COM 960 1.4% 7.6

27 ACTIVERAIN.COM 860 1.3% 1.5

28 Vertical Brands 840 1.3% 2.5

29 REALTYTRAC.COM 828 1.2% 2.4

30 MOVOTO.COM 819 1.2% 3.5

31 HAR.COM 678 1.0% 13.4

Media

Geography :

Date :

©2012 comScore, Inc

Target :

Time Period :Location :

Media :

PHOENIX, AZAugust 2012Total Audience

Key Measures (Local Market) Real Estate [Undup.]

Real Estate [Undup.] 9/14/2012



Visit

1 ZILLOW.COM 290 25.6% 9.9

2 Yahoo! Homes 173 15.3% 3.1

3 Primedia Apartments/Rentals Network 181 16.0% 6.4

4 REALTOR.COM 151 13.3% 8.4

5 TRULIA.COM 160 14.1% 6.9

6 ForRent.com & Homes.com Network 151 13.4% 10.2

7 Apartments.com Sites 118 10.4% 4.0

8 MSN Real Estate 100 8.8% 1.5

9 UHAUL.COM 66 5.8% 4.2

10 ZIPREALTY.COM 53 4.7% 5.7

11 Internet Brands Real Estate 42 3.7% 1.8

12 MYNEWPLACE.COM 35 3.1% 2.7

13 REDFIN.COM 30 2.7% 6.5

14 HOTPADS.COM 18 1.6% 7.5

Media

Geography :

Target :Time Period :

Media :

Date :

CHICAGO, ILJuly 2012Total Audience





Visit

1 ZILLOW.COM 515 22.1% 4.3

2 Yahoo! Homes 392 16.8% 4.1

3 TRULIA.COM 379 16.3% 4.0

4 REALTOR.COM 363 15.6% 9.3

5 HOMES.COM 257 11.1% 7.7

6 BLOCKSHOPPER.COM 245 10.5% 0.8

7 Coldwell Banker 210 9.0% 5.5

8 REDFIN.COM 180 7.7% 5.7



11 LoopNet Sites 124 5.3% 3.3


13 BAIRDWARNER.COM 97 4.2% 8.2

14 AOL Real Estate 75 3.2% 1.3

15 FORRENT.COM 66 2.8% 2.9

Target :

Media

Media :

Time Period :Geography :

Date :

HOUSTON, TXAugust 2012Total Audience





Visit

1 HAR.COM 410 34.0% 14.4

2 Yahoo! Homes 194 16.1% 5.8

3 REALTOR.COM 178 14.7% 7.6

4 TRULIA.COM 165 13.7% 10.1

5 ZILLOW.COM 163 13.5% 3.4


7 HOMES.COM 122 10.1% 9.1


9 LoopNet Sites 78 6.5% 4.3

10 AOL Real Estate 61 5.1% 1.4

11 Internet Brands Real Estate 60 4.9% 3.1


13 NCI Interactive 49 4.0% 6.8

14 FORRENT.COM 45 3.7% 1.4

15 MYNEWPLACE.COM 30 2.5% 2.7

16 UHAUL.COM 25 2.1% 8.6

17 Vertical Brands 23 1.9% 2.0

18 HOTPADS.COM 17 1.4% 3.4

19 HOUSINGFORHOUSTON.COM 17 1.4% 5.5

20 UMOVEFREE.COM 11 0.9% 1.3 AVERAGE 7.6 Minutes

Media

Media :

Geography :

Target :Time Period :

Date :

MOBILE SEARCH

Apps for Consumers & MLS Subscribers

4.5 Consumer Rating

Zillow, Redfin, Zip Realty and HAR.com are leading in agent ratings.

Redfin and HAR are leading in transaction management, and what if Zillow enters this space?

More real estate searches are being conducted on mobile devices than computers – of the top 10 Apple & Android real estate apps downloaded, Realtor.com, Zillow and Trulia are the top 3, the two brokers are Redfin and Zip Realty, and the one MLS is HAR.

According to ComScore, the top 3 searched real estate websites nationally are Zillow, Trulia and Realtor.com. The two top broker websites are Redfin and Zip Realty, and the one MLS public website is HAR.com.

ARE WE STARTING TO SEE A PATTERN?

Once the competition for consumers was the agent or broker down the street and the battleground was yard signs and newspaper ads. That competition remains. But, there is new competition for consumer eye balls – Zillow, Trulia, Redfin and Zip Realty, and the battleground is now the Internet and the new competitors are not down the street but in Seattle and San Francisco – and unlike any competition this industry has ever experienced. The new competitors are consumer driven, quick to respond and enjoys huge resources. The Times They Are A-Changin!

HTown Day 2012 - Bob Hale

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Transcript of HTown Day 2012 - Bob Hale