Understanding the Real Estate Consumer Journey - geste.fr · Real Estate | FR Google Confidential...

Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Real Estate | FR Source: Nielsen NetView France January-June 2013

Understanding the Real Estate

Consumer Journey

Clickstream Research into Real Estate – 2013 France


Executive Summary

SEARCH

Search is an important part of the customer journey. 77% use search at anytime

throughout their online journey. Usage highest amongst those that convert (88%)

and amongst those that are looking to rent (74%)

January-June 2013

20.5m are active in the online Real Estate market, with those purchasing attracting

the largest number of visitors

GENERIC

Nearly two thirds (67%) of searchers conducted Generic searches accounting with

those looking for New Homes being the most likely to use Generic terms (76%).

54% of those that convert when looking to buy use Generic terms up to their first

conversion, the highest compared to conversion in other sub segments

Those that use sponsored search are 1.5 times as likely to make a conversion than

the average user in the Real Estate market

This increases to 1.8 times as likely when looking at the those that convert within

Purchase

Those YouTube users quoting or converting in the online Real Estate market visit

YouTube more frequently than the average YouTube user


Base: All those in the Real Estate market 2011 v 2013

Note: Audience by sub segment in the Real Estate market. New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New

Homes Purchase’

Key Metrics | 2013 v 2011

Total Purchase Rent Sell Out

2011 2013 2011 2013 2011 2013 2011 2013

Unique Audience

(000s) 19,552,959 20,510,168 16,317,116 17,736,381 11,663,534 11,110,145 2,759,637 4,620,631

Time Per Person 2:41:21 2:40:00 2:22:08 2:19:11 1:57:25 1:55:25 0:15:20 0:28:59

Average Journey

Length (Days) 74.1 75.4 66.8 69.2 59.8 53.7 20.0 26.1

Sites Per Person 5.5 5.1 4.9 4.4 4.0 3.5 2.0 2.2

Site Visits Per

Person 23.9 21.3 20.2 17.7 15.0 13.2 3.2 3.6



Consumer Journey

Methodology and Definitions


• Custom analysis of Nielsen's NetView metered panel

Period of analysis: January-June 2013

• Analysis based on:

– Only Internet users that visit the pre-defined NetView Category: Real Estate included

– Recoded to Google classification criteria

– visits of selected sites (research), information, quotation or conversion on selected sites (Real

Estate websites and Real Estate sections of e.g. online newspapers) included

– An event can only happen once in a single site/session, this avoids double-counting occasions

where a conversion involves multiple URLs

– A start event is determined as the first Real Estate related activity in the period of analysis

– Up to 1st event: Activity analysed between start and 1st event i.e. Conversion

– Analysis restricted to Adults 21+

– Both search (i.e. Search on Search Engines) and research i.e. visitation to product pages is

recorded within this analysis

– Unique search terms categorised according to Google’s classification structures (Brand Only

Terms, Brand with Other, Generic)

– Referrals to data set are also included to identify non-search clickthroughs

– Analysis within the report excludes Applications

Methodology


Methodology: Key

Product Segmentation

Inte

rnet U

ser

Segm

enta

tion

2 separate segmentations included within the analysis: Sample Sizes Shown

Anyone who has not made a Conversion or Quotation event

but has made a valid property search or viewed details of

a property

Research Quotation Information

Anyone who has not performed a Conversion, Quotation or

Information event

Anyone who has not made a Conversion

event but has asked for a quote, requested a brochure or created

an account

Conversion

Anyone who has posted an ad, clicked

on a contact form, printed or send

details to a friend

Internet User Segmentation | Definition

Total Purchase Rent Sell Out Rent Out New Homes

Purchase* Investment*

Total 5,928 5,136 3,173 1,317 387 659 208

Conversion 1,483 761 493 488 307 12

Quotation 746 729 123 201 12 86 13

Information 3,623 3,554 2,536 529 61 540 184

Research 76 92 21 99 7 21 11

*Note: New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New Homes

Purchase’

Analysis on sub segments indicated in sample by italics are to small to report on and are not included within the report


Real Estate | FR Sample Size: 5,928

Please note: Only Real Estate related activity is included

Methodology: Key

Category: Site Designations

Classifieds

(Multi-cats) Leboncoin.fr

• Category Referral = clicked link from

another website

• Non-category referral = clicked link from

another website which is not Real Estate

related or search

• Natural Search = SEM clickthroughs from a

search engine

• Sponsored search = PPC clickthroughs

from a search engine

• Direct = No referral route information was

obtained. It may be from bookmark, history,

typed URL in address bar, or a link from

another PC application.

Definitions

RealEstate

Classifieds SeLoger.com

Maps Google Maps

Networks ORPI

Information Meilleurs

Agents

Press ouestfrance-

immo

Home/Property

Loan Meilleurtaux.com

Credit Immo

New Homes immoneuf.com

Tax

Exemption Nexity

Investissement

Immobilier



Consumer Journey

Market Profile


20.5m are active in the Real Estate online market, with those purchasing

[buying a home] attracting the largest number of visitors

Base: All those in the Real Estate market

Note: Audience by sub segment in the Real Estate market. New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New

Homes Purchase’

Real Estate: 20,510,168

Unique Audience (000s)

86%

% of Real

Estate Market

54%

12%

7%

4%

23%

17 736 381

11 110 145

4 620 631

2 518 529

1 417 698

768 422

Purchase

Rent

Sell Out

New HomesPurchase

Rent Out

Investment


Conversion

5,207,104

Quotation

2,606,529

Information

12,444,402

Research

252,132

25%

13%

61%

1%

Real Estate: 20,510,168

61% gather information e.g. view property details, 13% get a quote e.g. request

a brochure, and 25% convert e.g. click on contact form


Note: Type of activity in the Real Estate market. Segments are hierarchical and mutually exclusive. Percentages may not add up to 100% due to rounding


Base: Those who gather information in the Real Estate market

Note: Audience Overlap by sub segment in the Real Estate market. New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and

‘New Homes Purchase’

Unique Audience | Overlap

Purchase Rent Sell Out Rent OutNew Homes

PurchaseInvestment

Purchase 17,014,532 8,489,490 2,077,127 299,662 2,326,509 705,545

Rent 8,489,490 10,990,557 1,420,575 308,815 1,336,006 494,808

Sell Out 2,077,127 1,420,575 2,575,375 108,264 603,311 202,751

Rent Out 299,662 308,815 108,264 351,873 101,888 45,816

New Homes Purchase 2,326,509 1,336,006 603,311 101,888 2,326,509 705,545

Investment 705,545 494,808 202,751 45,816 705,545 705,545

Purchase 100% 50% 12% 2% 14% 4%

Rent 77% 100% 13% 3% 12% 5%

Sell Out 81% 55% 100% 4% 23% 8%

Rent Out 85% 88% 31% 100% 29% 13%

New Homes Purchase 100% 57% 26% 4% 100% 30%

Investment 100% 70% 29% 6% 100% 100%

% A

ud

ien

ceA

ud

ien

ce

Information


Different Real Estate activity drives different behaviour e.g. a lower proportion

convert amongst purchasers compared to sellers

Base: Those visiting sub segments within the Real Estate market

Note: Type of activity by sub segment in the Real Estate market; New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and

‘New Homes Purchase’ Figures may not add up to 100% due to rounding

Research

Quotation

Information

Conversion

2% 1% 7% 2% 3% 6%

69% 80%

40%

16%

82% 88%

15% 4%

16%

3%

14% 6%

15% 15%

37%

78%

2%

Purchase Rent Sell Out Rent Out New HomesPurchase

Investment


Those in the online Real Estate market follow the internet population profile in

terms of age and gender


Note: Profile of those that gather information, get a quote or convert within the Real Estate market; Figures: Profile %

1 2 4 6 Age

Profile % 3

2

3

Women

Conversion 55%

Quotation 47%

Total Real Estate 51%

1 = Men

2 = Women

Internet Profile 50%

Information 50%

1 = 21-34

2 = 35-49

3 = 50-64

4 = 65+

21-49

Conversion 66%

Quotation 62%

Information 57%



1 4

Gender Profile %

1

2


1 = 21-34

2 = 35-49

3 = 50-64

4 = 65+

Those who convert in the online Real Estate market, however, are more likely to

be women and aged 21-49



1 2 4 6 Age

Profile % 3

1

2

3

4

Gender Profile %

1

2

1 = Men

2 = Women

21-49

Conversion 66%

Quotation 62%

Information 57%



Women

Conversion 55%

Quotation 47%



Information 50%


1 = Silver surfer (50+)

2 = Other

Silver Surfers in the Real Estate market are more likely to gather information

than get a quotation or convert

Silver Surfer

Conversion 34%

Quotation 38%

Information 43%

Total 40%


50+ Profile %

1

2




Different genders drive different online Real Estate behaviour e.g. women are

more likely to get quotations when wanting to rent a property but less likely to

get quotations when renting out properties online

Women | Profile %

Quotation

Information

Conversion

50%

50

%

54%

52%

48%

48%

49%

47%

49%

64%

39%

51%

55%

53%

59%

54%

58%

Total Purchase Rent Sell Out Rent Out New HomesPurchase

Investment

Total | 51%


Note: Women (gender) profile of those that gather information, get a quote or convert within Real Estate sub segments; Figures: Profile %

New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New Homes Purchase’


21-49s are more likely to convert across all sub segments within Online

Real Estate

21- 49 | Profile %


Note: Age 21-49 profile of those that gather information, get a quote or convert within Real Estate sub segments; Figures: Profile %


57%

57%

64%

58%

61%

58%

64%

62%

67%

47%

60%

59%

66%

68%

65%

68%

63%

Total Purchase Rent Sell Out Rent Out New HomesPurchase

Investment

Total | 60%

Quotation

Information

Conversion



Consumer Journey

The Journey


Those that look convert are the most active in the online Real Estate market, visiting more sites per person and conducting more searches

Base: All, those that gather information, get a quote or convert within in the Real Estate market

Note: Activity of All versus Information, Quotation and Conversion in the Real Estate market

*Based on Top entry channel

Sites

per

person

Searchers

(%)

Searches

Per

Searchers

% of searchers

that use Generic

Terms

1st Entry Point

in Journey* (% of those concerned

by this behaviour)

1st Entry Point

in Event

Session* (% of those concerned

by this behaviour)

Total 5.1 77% 14.2 67% Google

Search

Google

Search

Information 3.3 72% 6.4 62% Google

Search

Google

Search

Quotation 7.3 83% 13.7 77% Google

Search

Google

Search

Conversion 8.5 88% 29.6 71% Google

Search

Classifieds

(Multi Cat)

Those that get a quote are more likely to use generic

terms than those who gather information or convert


Those looking to buy [Purchase] tend to be more active compared to the visitors of other sub segments


Note: Activity of all in the Real Estate market. Highest and Lowest sub segment shown


Avg. Journey (Days)

Purchase

Rent Out

69.2 days

15.8 days

Searchers (%)

Rent

Rent Out

74% search

56% search

Searches per searcher

Purchase

Investment

12.3 searches

2.7 searches

% of searchers that use Generic terms

New Homes Purchase

Rent Out

76% of searchers

28% of searchers

New Homes Purchase

Rent Out

67% of searchers

23% of searchers

% of searchers whose very first search term is Generic

Total

L

H

Sites per Person

Purchase

Rent Out

4.4 sites

1.7 sites L

H

L

H

L

H

L

H

L

H

H = Highest

L = Lowest

Time Spent per Person

Purchase

New Homes Purchase

2 hrs 19 mins 11 secs

21 mins 51 sec L

H


74%

73%

73%

73%

68%

56%

57%

60%

76%

63%

70%

28%

Rent Investment New HomesPurchase

Purchase Sell Out Rent Out

Searchers (%)

Searchers who use Generic Terms (%)


Note: Activity of all in the Real Estate market.


4,4

3,5

2,4

2,2

1,8

1,7

12,3

9,5

4,6

3,7

2,7

2,8

Purchase Rent New HomesPurchase

Sell Out Investment Rent Out

Sites Per Person Searches Per Searchers

Those looking to buy [Purchase] tend to visit more sites [4.4] but those that are looking to rent are more likely to search [74%]


Those that get quotes are more likely to use Generic terms

up to their first quotation

Sites

per

person

Avg.

Journey

(Days)

Searchers

(%)

Searches

Per

Searchers

% of searchers

that use

Generic Terms

Up To Information 1.4 1.3 55% 1.6 48%

Up To Quotation 4.1 32.3 71% 6.4 68%

Up To Conversion 4.4 42.1 75% 10.8 53%

Base: Those that gather information, get a quote or convert within in the Real Estate market

Note: Activity for Information, Quotation and Conversion in the Real Estate market UPTO the first event

On average 4 sites are visited and 11 searches per

searcher are conducted before the first Conversion


Those that are looking to sell are most likely to search and use generic terms before the first visit to an information page

Avg. Journey (Days)

Purchase

Rent Out

Sites per Person

Sell Out

Rent Out

1.4 days

0.004 days [6 mins]

1.5 sites

1.3 sites

Searchers (%)

Sell Out

Purchase

75% search

52% search


New Homes Purchase

Rent Out

2.1 searches

1.7 searches


Sell Out

Purchase

91% of searchers

42% of searchers

Base: Those that gather information in the sub segments of the Real Estate market.

Note: Activity for those that gather Information within the Real Estate sub segments UPTO the first event. Highest and Lowest sub segment shown


Up To Information

L

H

L

H

L

H

L

H

L

H H = Highest

L = Lowest


Those that are looking to rent are most active: visiting more sites and are more likely to searching before the first visit to a quotation page

Avg. Journey (Days)

Rent

Sell Out

Sites per Person

Rent

Sell Out

41.2 days

4.6 days

4.0 sites

1.8 sites

Searchers (%)

Rent

Sell Out

84% search

53% search


Rent

New Homes Purchases

10.1 searches

2.8 searches


Sell Out

Purchase

78% of searchers

68% of searchers

Base: Those that get a Quotations in the sub segments of the Real Estate market.

Note: Activity for those that Quotations within the Real Estate sub segments UPTO the first event. Highest and Lowest sub segment shown


Up To Quotation

L

H

L

H

L

H

L

H

L

H H = Highest

L = Lowest


Those that are looking to buy are more active, spending longer in the market, visiting more sites and conducting more searches per person before converting

Avg. Journey (Days)

Purchase

Rent Out

Sites per Person

Purchase

Rent Out

46.8 days

1.2days

4.9 sites

1.5 sites

Searchers (%)

Purchase

Rent Out

79% search

45% search


Purchase

Rent Out

12.5 searches

2.0 searches


Purchase

Rent Out

54% of searchers

10% of searchers

Base: Those that convert in the sub segments of the Real Estate market.

Note: Activity of those that convert within the Real Estate sub segments UPTO the first event. Highest and Lowest sub segment shown

Up To Conversion

L

H

L

H

L

H

L

H

L

H H = Highest

L = Lowest


Key Metrics | By Product Segment

Average Journeys (Days) | Up To First Event

1,4

0,1

0,8

0,0

0,1

0,0

33,0

41,2

4,6

11,6

46,8

38,6

4,4

1,2


Investment

Sites per person | Up To First Event

1,4

1,4

1,5

1,3

1,4

1,5

4,0

4,0

1,8

2,1

4,9

3,7

1,7

1,5


Investment

Base: Those that gather information, get a quote or convert within sub segments in the Real Estate market

Note: Activity for Information, Quotation and Conversion within the Real Estate sub segments UPTO the first event


Up To Quotation

Up To Information

Up To Conversion


Key Metrics | By Product Segment Searchers (%) | Up To First Event

52%

59%

75%

63

%

64

%

68%

70%

84%

53%

72%

79%

71%

51%

45%


Investment

Searches by Searcher | Up To First Event

1,7

1,7

1,8

1,7

2,1

1,9

6,0

10,1

2,8

2,8

12,5

9,3

2,3

2,0


Investment

Up To Quotation

Up To Information

Up To Conversion

% of Searchers who use Generic Terms | Up To First Event

42%

44

% 91%

64%

70%

47%

68

%

70%

78%

72%

54%

46%

21%

10%


Investment

Base: Those that gather information, get a quote or convert within sub segments in the Real Estate market

Note: Activity for Information, Quotation and Conversion within the Real Estate sub segments UPTO the first event



Base: Those that gather information, get a quote or convert within the Real Estate market

Note: The first entry point of those that gather information, get a quote or convert; An entry point is defined as the first relevant content page visited, however if this is referred from

another web page the referring page is used. The most likely entry relevant category is shown for both the very first relevant content page.

Quotation Information Conversion

45%

15%

12%

7%

3%

Google Search

Classifieds (MultiCat)

RealEstateClassifieds

Other: Search

Other: MemberCommunities

40%

10%

8%

6%

5%

Google Search



Quotation

Other: E-mail

41%

31%

7%

6%

3%

Google Search



Other: Search

Other: E-mail

Top 5 First Entry Points Audience (%)

Google Search is important at the start of the journey - the first entry point

into the market regardless of activity is via Google Search


Google Search is a primary entry point for into the category for all activity

across sub segments but is superseded by Classifieds (multi-cat) when to

comes to conversions for those that are looking to sell or rent out

Base: Those that gather information, get a quote or convert within the sub segments in the Real Estate market .

Note: First entry point of events; An entry point is defined as the first relevant content page visited, however if this is referred from another web page the referring page is used. The

most likely entry relevant category is shown for both the very first relevant content page.

First Entry Points

Information Conversion Quotation

First entry point is the same

in all sub segments:

Google Search Google Search



Google Search

First entry point for

Purchase & RENT is:

Classifieds (Multi-Cat)

For SELL OUT & RENT OUT it

is:


The first touch point in the event session is Google Search except for

conversions where Classifieds (multi-cats) is also predominant


Note: The entry points within event session of those that gather information, get a quote or convert; An Entry Point is defined as the first relevant content page visited,

however if this is referred from another web page the referring page is used. Based on the session when the event occurred

Information Conversion

47%

15%

12%

7%

3%

Google Search



Other: Search

Other: MemberCommunities

39%

13%

12%

7%

6%

Google Search

Home/Property Loan

Quotation


Other:Directories/Local

Guides

39%

39%

6%

4%

4%


Google Search

Other: Search

Other: E-mail


Top 5 Event Session Entry Points Audience (%)

Quotation


The first touch point in the event session is Google Search across all

sub segments except for conversion in Rent, Sell Out & Rent Out

where Classified (multi-cats) lead

Base: Those that gather information, get a quote or convert within the sub segments in the Real Estate market

Note: Top 2 entry points within the event session of those that gather information, get a quote or convert; An Entry Point is defined as the first relevant content page visited,

however if this is referred from another web page the referring page is used. Based on the session when the event occurred.

Event Session Entry Points

Information Conversion Quotation



Google Search Google Search



Classifieds (multi-cat)



except for:

Purchase

Google Search

where the top entry point is:



Consumer Journey

Search


Searchers (%)

Up to Conversion 75%

Up to Quotation 71%

Up to Information 55%

Base: All

Period: UP TO

First Event

Sponsored

Searchers (%)

Up to Conversion 30%

Up to Quotation 33%

Up to Information 11%

Base:

Searchers

Period: UP TO

First Event

Base: All and searchers in the Real Estate market

Note:% of searchers and % of searchers that use sponsored search UP TO the first event. Searches are defined as only those that lead to a relevant website.

A sponsored search/Link is one that requires a Search Engine redirect to point it to the website.

3 out of 4 of those who convert use search beforehand


Base: All, those that gather information, get a quote or convert who search within in the Real Estate market

Note: Number of searches made UP TO the first event. Searches are defined as only those that lead to a relevant website.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%1

-5 s

ea

rch

es

6 -

9 s

ea

rch

es

10 -

14

sea

rche

s

15 -

19

sea

rche

s

20 -

24

sea

rche

s

25 -

29

sea

rche

s

30 -

39

sea

rche

s

40 -

49

sea

rche

s

50 -

59

sea

rche

s

60 -

69

sea

rche

s

70 -

79

sea

rche

s

80 -

89

sea

rche

s

90 -

99

sea

rche

s

100

+ s

earc

he

s

% of searchers up to the first event

Up To Quotation

Up To Information

Up To Conversion

Those that convert are more likely to use 6 or more searches up to the first

conversion event


Those looking to rent are most likely to search up to the first quotation, whereas

it is those looking to buy that are most likely up to the first conversion


Note: % of searchers in different segments within Real Estate sub segments UP TO the first event. Searches are defined as only those that lead to a relevant website.


Searchers (%) Up To First Event

Up To Quotation

Up To Information

Up To Conversion

52%

59%

75%

63%

64%

68%

70

% 84%

53%

72%

79%

71%

51%

45%


Investment

Purchase Rent Sell Out Rent Out New Homes

Purchase Investment

1.7 1.7 1.8 1.7 2.1 1.9

6.0 10.1 2.8 2.8

12.5 9.3 2.3 2.0

Average searches per searcher

Up To Quotation

Up To Information

Up To Conversion


Those looking to Purchase are most likely to use sponsored search up to the

first conversion event

Base: Searchers visiting sub segments in the Real Estate market

Note: % of searchers using sponsored search in that get a quote, visit Quotation pages or Conversion within Real Estate sub segments UP TO the first event



12%

11

%

5%

30%

23%

20%

25%

40%

36%

45%

31%

29%

12%

9%


Investment

Sponsored Searchers (%)

Up To Quotation

Up To Information

Up To Conversion


More searchers used Generic search terms up to an information and

quotation event and brand only up to a conversion event

Base: All, those that gather information, get a quote or convert who search within in the Real Estate market

Note :% of searchers and % of searches that used generic, brand only terms & brand with other text UP TO the first event;

Searches are defined as only those that lead to a relevant website

45%

9%

46% 38%

8%

54% 56%

10%

34%

44%

10%

48%

BrandOnly

Brandwith

Other

GenericTotal

51%

16%

68%

BrandOnly

Brandwith

Other

Generic

75%

26%

53%

BrandOnly

Brandwith

Other

Generic

Up To Quotation Up To Information Up To Conversion

Searches Searches Searches

Searchers % Searchers % Searchers %


Those who convert within Purchase are most likely to use Generic terms before

the first conversion event


Note: % of searchers in different segments within Real Estate sub segments that use GENERIC terms UP TO the first event.

Searches are defined as only those that lead to a relevant website.


Generic Searchers (%) Up To First Event

Up To Quotation

Up To Information

Up To Conversion

42%

44%

91%

64%

70%

47%

68%

70%

78%

72%

54%

46%

21%

10%


Investment


36% of searches up to the first conversion amongst those looking to rent

utilised generic terms.


Note: % of GENERIC searches in different segments within Real Estate sub segments that use GENERIC terms UP TO the first event. Searches are defined as only those that

lead to a relevant website.


Generic Searches (%) Up To First Event

Up To Quotation

Up To Information

Up To Conversion

41%

42%

90%

69%

69%

47%

45%

35

%

83%

63%

30%

36%

20%

9%


Investment


Base: All, those that gather information, get a quote or convert who search within the Real Estate market

Note: The figures shown are the number of people who have made both or only one type of search which lead to a

relevant site; Searches are defined as only those that lead to a relevant website

33% 38%

23% 29%

38% 26% 45%

57%

29% 36% 33%

13%

Total Information Quotation Conversion

Both

Brand Only

Generic Only

% of searchers

The majority of those who request a quote or convert and search used both

brand and generic terms when searching in the Real Estate market


Base: All, those that gather information, get a quote or convert within the sub segments in the Real Estate market

Note: The figures shown are the number of people who have made both or only one type of search which lead to a relevant site; Searches are defined as only those that lead to a

relevant website

% of searchers

43%

25% 29%

24%

47%

60%

33% 28%

11%

Info

rmation

Quota

tio

n

Co

nvers

ion

Those that looking to buy and rent that convert are more likely to use both

generic and brand terms

46%

20%

39%

19%

47%

46%

35% 34%

15%

Info

rmation

Quota

tio

n

Convers

ion

6%

23%

65%

3%

9%

18%

90%

68%

17%

Info

rmation

Quota

tio

n

Convers

ion

37%

86% 1%

7%

63%

7%

Info

rmation

Quota

tio

n

Convers

ion

Purchase Rent Sell Out Rent Out

Both

Brand Only

Generic Only


Base: All, those that gather information, get a quote or convert within the sub segments in the Real Estate market

Note: The figures shown are the number of people who have made both or only one type of search which lead to a relevant site; Searches are defined as only those that lead to a

relevant website


% of searchers

25% 23%

13% 26%

62%

51%

Info

rmation

Quota

tio

n

Convers

ion

Those that seek information about new homes are more likely to use brand

terms than generic or both

43%

16%

41%

Info

rmation

Quota

tio

n

Convers

ion

New Homes Purchase Investment

Both

Brand Only

Generic Only


B = Brand

G= Generic

N = No further searches

Search

Brand 50%

B 52%

B 61%

G 10%

N 29%

G 11%

B 20%

G 53%

N 27%

N 38%

Generic 50%

B 11%

B 52%

G 17%

N 31%

G 51%

B 12%

G 65%

N 23%

N 39%

1st Search

2nd Search

3rd Search

Information

Base: Those that gather information within the Real Estate market

Note: Each of the first three category searches performed by the audience. Figures Tree: % of Searchers, Searches are defined as only those that lead to a relevant website. Figures

may not add up to 100% due to rounding

Amongst those that gather information, Brand searches tend to lead to further

Brand searches and Generic searches tend to lead to further Generic searches


Amongst those who visited quotation pages 55% of first searches used generic

terms, the highest proportion compared to those that seek information or convert

Search

Brand 45%

B 66%

B 67%

G 19%

N 14%

G 14%

B 22%

G 70%

N 8%

N 19%

Generic 55%

B 17%

B 50%

G 43%

N 7%

G 60%

B 11%

G 76%

N 13%

N 24%

1st Search

2nd Search

3rd Search

Quotation

Base: Those that visit Quotation pages within the Real Estate market

Note: Each of the first three category searches performed by the audience. Figures Tree: % of Searchers, Searches are defined as only those that lead

to a relevant website. Figures may not add up to 100% due to rounding

B = Brand

G= Generic



Base: Those who convert within the Real Estate market

Note: Each of the first three category searches performed by the audience. Figures Tree: % of Searchers, Actual: Audience (m); Searches are defined

as only those that lead to a relevant website. Figures may not add up to 100% due to rounding

Search

Brand 65%

B 71%

B 75%

G 14%

N 11%

G 17%

B 27%

G 61%

N 12%

N 12%

Generic 35%

B 21%

B 59%

G 25%

N 17%

G 67%

B 17%

G 72%

N 11%

N 12%

1st Search

2nd Search

3rd Search

Conversion

Amongst those that converted two-thirds of first searches used brand terms, the

highest proportion compared to those that gather information or request a

quotation

B = Brand

G= Generic



Brand searches are most likely to be used than Generic within the first search

across those looking to buy and rent

56%

57%

9%

40%

31%

52%

44%

43%

91%

60%

69%

48%

Purchase

Rent

Sell Out

Rent Out

New Homes Purchase

Investment

54%

50%

24%

42%

46%

50%

76%

58%

68%

77%

82%

90%

32%

23%

18%

10%


Brand Generic Brand Generic Brand Generic

1st Search


Note: Each of the first category searches performed by the audience. Figures Tree: % of Searchers, Searches are defined as only those that lead to a

relevant website. Figures may not add up to 100% due to rounding




Consumer Journey

Websites


SeLoger is the most important site for those seeking information or getting quotes

when looking for New Homes to Purchase

Base: Those visiting ‘New Homes Purchase’ within the Real Estate market

Note: % of those that gather information and get a quote who visited different types of ‘New Homes Purchase’ websites;


*CAUTION: Small sample size. Please use for qualitative purposes only

803

377

313

234

215

206

190

172

96

78

SeLoger.com

immoneuf.com

trouver unlogement neuf

Explorimmo

Logic-immo.com

Icade ImmobilierNeuf

BouyguesImmobilier

Google Maps

NexityLogement*

Mappy*

156

63

58

57

53

SeLoger.com

immoneuf.com*

Explorimmo*

Icade ImmobilierNeuf*

BouyguesImmobilier*

Quotation (%) Information (%)

New Homes Purchase | Top Sites


The first website visited differs across the sub segments but there is an

indication that Leboncoin.fr is important across Purchase and rent


Note: Top: First website visited. Based on Audience.

First Visited Website | Top Website % of e.g. information gatherers within Real Estate

Information Quotation Conversion

PURCHASE Leboncoin.fr Immo 44% Meilleurtaux.com Credit Immo

15% Leboncoin.fr Immo 82%

RENT Leboncoin.fr Immo 59% PAP 27% Leboncoin.fr Immo 91%

SELL OUT MeilleursAgents 71% MeilleursAgents 37% Leboncoin.fr Immo 88%

RENT OUT LaCoteImmo.com 40% Leboncoin.fr Immo 90%

NEW HOMES PURCHASE

SeLoger.com 30% SeLoger.com 33%

INVESTMENT SeLoger.com 63%


Leboncoin.fr is the most visited website up to all events.


Note: Top 10 websites visited UP TO the first event

Website Visitation Up To The Event | Top 10

43%

14%

5%

5%

4%

4%

4%

3%

2%

2%

Leboncoin.fr Immo

SeLoger.com

Logic-immo.com

Google Maps

PAP

MeilleursAgents

LaVieImmo

A Vendre A Louer

La ProvenceImmobilier

Explorimmo

34%

26%

24%

21%

17%

14%

14%

11%

11%

9%

Leboncoin.fr Immo

SeLoger.com

Meilleurtaux.com

Meilleurtaux.comCredit Immo

PAP

Logic-immo.com

MeilleursAgents

A Vendre A Louer

Google Maps

Explorimmo

90%

27%

17%

16%

16%

9%

8%

8%

8%

8%

Leboncoin.fr Immo

SeLoger.com

Logic-immo.com

PAP

Google Maps

Vivastreet

ouestfrance-immo.com

ORPI

ParuVendu.fr

Mappy

Quotation (%) Information (%) Conversion (%)


The most visited websites up to the event differs across the sub segments but

there is an indication that Leboncoin.fr is an important site amongst those

looking to buy and rent


Note: Top website visited up to event. Based on Audience.

Website Visitation Up To the Event | Top Website % of e.g. information gatherers within Real Estate

Up to Information Up to Quotation Up to Conversion

PURCHASE Leboncoin.fr Immo 44% Leboncoin.fr Immo 39% Leboncoin.fr Immo 90%

RENT Leboncoin.fr Immo 60% Leboncoin.fr Immo 47% Leboncoin.fr Immo 96%

SELL OUT MeilleursAgents 71% MeilleursAgents 51% Leboncoin.fr Immo 89%

RENT OUT LaCoteImmo.com 40% Leboncoin.fr Immo 90%

NEW HOMES PURCHASE

SeLoger.com 30% SeLoger.com 39%

INVESTMENT SeLoger.com 63%



Consumer Journey

Conversions


Start Points in Grey

Total Google Search

(incl. Sponsored)

Referrals Classifieds

(Multi-cat)

RealEstate

Classifieds

Information

Audience movement during the Information session is complex and non linear

Base: Those who gather information in the Real Estate Market

Note: The movement of audience between sites during a session up to where the Information event took place; * Referral refer only to where the Information website is the first

relevant content website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the Information session.

(Only Audience movements above 1% shown)

Quotation

Maps

Press

Other Search

46%

38%

14%

10% 6%

16%

11%

6%

9% 6%

6%

47%

15%

12%

7% 1%

1% 0.4%

15%

New Homes Home/

Property Loan Networks 1%

3% 3%

1%

1%

2% 2%

0.6%



Base: Those that visit Quotation pages in the Real Estate Market

Note: The movement of audience between sites during a session up to where visitation to Quotation pages took place; * Referral refer only to where the quotation website is

the first relevant content website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the visitation session.


Google plays an important role within Quotation session

Total Google Search

(incl. Sponsored)

Quotation

Classifieds

(Multi-cat)

RealEstate

Classifieds

Quotation

Home/Property

Loan

Networks

Referral

28%

23%

8%

6%

20%

17%

5%

14% 6%

39% 13%

12%

7%

2%

1%

21%

8%

New Homes Other Search

Maps

2%

2%

2%

3%

4%

1% 2%

1% 1%

33%

2%

21% 18%

1%

6%



Base: Conversion in the Real Estate Market

Note: The movement of audience between sites during a session up to where the Conversion took place; * Referral refer only to where the conversion website is the first

relevant content website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the visitation session.


Total Google Search

(incl. Sponsored)

Conversion

The path to conversion is complex and involves many touch points

with Google playing an important role

Classifieds

(Multi-cat)

RealEstate

Classifieds

Maps

Other Search

Networks

Referral

25%

52%

11%

20%

15%

13%

9%

2%

14%

14%

7%

14%

6%

7%

6%

39%

39% 6%

4%

1%

10%

Quotation New Homes

Home/

Property Loans

1% 1%

8%

1%

1%

1%



Base: Allin the Real Estate Market

Note: The movement of audience between sites during a session up to where the activity took place; * Referral refer only to where the website is the first relevant content

website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the visitation session.


Total Google Search

(incl. Sponsored)

Total

The path is complex and involves many touch points with Google

playing an important role

RealEstate

Classifieds

Maps

Other Search

Networks

Referral

44% 7%

9%

1%

15%

Quotation Press

Classifieds

(Multi-cat) 30%

Home/

Property Loans

2%

2% 1%

0.4% 39%

34%

12%

12% 5%

5%

5%

20%

17%

11%

6%

6%


Conversion

5,207,104

Direct = 42%

Category Referral = 3%

Natural Search = 42%

Sponsored Search = 3%

Non category referral = 11%

Route to ‘Conversion’


Users are likely to use search as a route to information, quotation

and conversion


Note: All the routes taken to reach a website when gathering information, getting a quote, or converting

Quotation

4,603,245

Direct = 30%




Route to ‘Quotation’

Information

19,926,408

Direct = 32%





Route to ‘Information’


Use of sponsored search is most apparent in Purchase and Rent up to the first

quotation and conversion event

Up To Quotation

Up To Information

Up To Conversion

12%

11%

5%

30%

23%

20%

25%

40%

36%

45%

31%

29%

12%

9%


Investment


Note: % of searchers using sponsored search in different segments within Real Estate sub segments UP TO the first event.


Sponsored Searchers (%) Up To First Event


Those that use sponsored search are more likely to get a quote or convert than

all those in the Real Estate market


Note: % of those who clicked on the type of search and get a quote, visit Quotations and Conversion; Searches are defined as only those that lead to a relevant website;

A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Times’ more likely versus all. Correlation not causation.

0,8

0,8

0,4

0,9

1,3

2,0

1,7

1,6

1,8

1,7

0,7

Purchase Rent Sell Out Rent Out New Homes

PurchaseInvestment

Quotation

Information

Conversion

The number of times more likely to, e.g. Conversion, compared to all Sponsored Searchers


Those that visit Classifieds are more likely to convert visitors to than

RealEstate classifieds…

Base: Those who gather information in the Real Estate market and sub segments

Note: The % of people who look on a site who go on to either visit Quotations or Conversion pages on the site.

Audience Conversion (%)

32,7%

19,9%

17,8%

98,0%

100,0%

6,1%

3,3%

2,8%

14,8%

13,9%

Total

Sale

Rent

Sell House

Rent Out

New Homes Sale

Investment

Classifieds (Multi-cat)

RealEstate Classifieds

INFO > Conversion INFO > Quotation

7,1%

5,7%

4,0%

10,7%

11,0%

13,8%

12,9%

7,9%

15,1%

19,0%

Total

Purchase

Rent

Sell Out

Rent Out

New Homes Purchase

Investment


Base: Those who gather information in the Real Estate market and sub segments

Note: The % of events on a site - visit Quotations or Conversion on the site.

Events Conversion (%)

…The same is true when looking at event conversions

INFO > Conversion INFO > Quotation

1,1%

0,8%

0,7%

8,5%

5,7%

5,7%

6,6%

2,8%

11,6%

11,4%

Total

Purchase

Rent

Sell Out

Rent Out

New Homes Purchase

Investment

Classifieds (Multi-cat)

RealEstate Classifieds

8,3%

4,6%

4,9%

98,6%

100,0%

1,8%

1,3%

1,0%

12,3%

12,8%

Total

Sale

Rent

Sell House

Rent Out

New Homes Sale

Investment



Consumer Journey

Individual Journeys


Note: Example of Purchase Real Estate Journey Path

Searches = Sponsored Link Clicked

DAY

SE

AR

CH

ES

S

ITE

S


1 6 44 51 60 77

le bon coin

simulateur

credit immo

collecte d'argent

don pour payer maison

Leboncoin.fr Immo Explorimmo

trouver un

logement neuf

Société Générale

Journey Path | Purchase

immobilier

dans les yvelines

SeLoger.com Cetelem

101

OPRI

102

Century 21

Century 21

116

Century 21

123 142 157

Annonces

Jaunes Immobilier

168

Vendre A Louer

AnnoncesJaunes

Immobilier

Leboncoin.fr Immo

Cetelem Leboncoin.fr Immo

century21

ceret cetelem

Leboncoin.fr Immo

Empruntis

BNP Paribas

Marchais

immobilier

orpi prades


DAY

SE

AR

CH

ES

S

ITE

S

vente

ppartement

castanet-tolosan

Le Partenaire

Europeen

1 54 55 76 84 85

MeilleursAgents

vente

appartement

de particulier

à particulier

ParuVendu.fr MeilleursAgents

prix de

l'immobilier 31



Journey Path | Sell Out

prix au metre

carre immobilier

castanet-tolosan

Le Partenaire

Europeen

Le Partenaire

Europeen

vente

appartement

castanet-tolosan

vente

appartement

castanet-tolosan

Note: Example of Sell Out Journey Path


Note: Example of Sell Out Journey Path



Journey Path | Sell Out cont…

98 117 118

vente

appartements

castanet-tolosan

vente par notaires

vente

apartements

castanet-tolosan

avis

Evaluer la valeur

de son

appartement

a vendre x2

estimer mon

apartment x2

MeilleursAgents

EffiCity

Meilleurtaux.com

prix de vente

appartement

Square Habitat

ViaMichelin

ParuVendu.fr

AnnoncesJaunes

Immobilier

Le Partenaire

Europeen

MeilleursAgents


Note: Example of Rent Out Real Estate Journey Path


DAY

SE

AR

CH

ES

S

ITE

S


1 26 49 50 53 61

Leboncoin.fr Immo

entre particuliers paruvendu

paruvendu Leboncoin.fr Immo

Journey Path | Rent Out

le bon coin leboncoin

Entreparticuliers

.com ParuVendu.fr

SeLoger.com

68

Leboncoin.fr Immo

entre particulier le bon coin

Leboncoin.fr Immo


Note: Example of New Homes Purchase Journey Path



Journey Path | New Homes Purchases

DAY

SE

AR

CH

ES

S

ITE

S

1 4 5 25

appartements

neufs niort 79 x2

appartements

neufs niort 79 x2 Appartements

neufs annemasse

Nexity Logement trouver un

logement neuf

Nexity Logement

trouver un

logement neuf

Logisneuf.com

Pichet Immobilier

Nexity Logement


DAY

SE

AR

CH

ES

S

ITE

S

leboncoin

Leboncoin.fr Immo

1 3 24 25 32 47

location

appartement

particulier

PAP

leboncoin

Leboncoin.fr Immo

Pap

seloger

PAP

SeLoger.com

location 93320

Google Maps

seloger

SeLoger.com

55 59 64 81

location nogent sur marne

location appartement sur

avendrealouer.fr

location champigny

sur marne

Logic-immo.com

A Vendre A Louer

FONCIA

Logic-immo.com

A Vendre A Louer

FONCIA

Explorimmo

au bon coin

Leboncoin.fr Immo

SeLoger.com Leboncoin.fr Immo

Note: Example of Rent Real Estate Journey Path

PAP

Leboncoin.fr Immo

Journey Path | Rent



Guy Hoquet

Logic-immo.com



Consumer Journey

HML Searcher Analysis


15 761

4 927 4 815 6 019

223 162

184 939

28 239 9 984

Heavy Medium Light All searchers

Searchers in the Real Estate sector segmented based on search query volume

Searc

hes

(00

0s)


Base: All searchers in the Real Estate category

Note: Searches are defined as those making a search within the Real Estate category on a search engine which leads to a relevant website.

May not add to 100% due to rounding

83% 13% 4%

31% 31% 38%

100%

100%

Heavy Real Estate searchers make up a third of searchers but account

for 80% of searches

Searc

hers

(00

0s)


29% 54% 24% 12%

14%

17%

16%

9%

57%

28%

59%

77%

1% 1% Research

Information

Quotation

Conversion




Searchers conducting an activity in the Real Estate category

Searchers (%)

The proportion of Real Estate searchers making a Conversion increases

amongst heavier searchers



Searchers making a Conversion by search segment


Number of queries up to first Conversion



Searchers (%)

Conversion reach increases with search activity and Heavy searchers

make more related queries up to first Conversion

29% 54% 24% 12%

14%

17%

16%

9%

57%

28%

59%

77%

1% 1% Research

Information

Quotation

Conversion

10,8

15,5

3,7 1,5


Total Purchase Rent

Sell Out Rent Out

Searchers making a Conversion by sub segment



Searchers (%)

Conversion increases with search volume across all Real Estate sub segments

29%

54%

24% 12%

TotalSearcher

HeavySearcher

MediumSearcher

LightSearcher

18% 37%

13% 8%

TotalSearcher

HeavySearcher

MediumSearcher

LightSearcher

17% 35%

15% 7%

TotalSearcher

HeavySearcher

MediumSearcher

LightSearcher

33% 45%

34% 25%

TotalSearcher

HeavySearcher

MediumSearcher

LightSearcher

72% 86%

76% 64%

TotalSearcher

HeavySearcher

MediumSearcher

LightSearcher



Consumer Journey

Shopper Activity - YT activity


Conversion 55%

Women

Quotation 47%

Information 50%

Total YT

50% 1

2 1 = Men

2 = Women

Age Profile %

25%

24%

26%

30%

34%

32%

36%

36%

32%

33%

31%

29%

9%

10%

6%

5%

21 - 34 35 - 49 50 - 64 65+

Conversion

Quotation

Information

Total YT

Base: All YT users, Those that gather information, get a quote or convert within the sub segments in the Real Estate market and who use YouTube

Note: Activity on those that use YT and visit Real Estate by sub segment.

YouTube users who convert within the Real Estate market are more likely to be

women but the age profile is in line with YouTube audience in the Real Estate market

Gender Profile %

Profile of YouTube activity for consumers in Real Estate market performing specific activity


Total YT Information Quotation Conversion

41 46 56 57

6.5 6.3 7.0 6.6

0:05:28 0:05:23 0:05:27 0:05:23

Profile of YouTube activity for consumers in Real Estate market performing specific activity

Sessions

per person

Pages per session

Time per session


Note: Activity on those that use YT and visit Real Estate by sub segment.

Those using quotations or converting in the Real Estate market visit YouTube

more frequently than the average YouTube user…


Total YT Purchase Rent Sell Out Rent Out New Homes

Purchase Investment

41 57 53 45 31

6.5 7.1 6.4 5.0 6.1

0:05:28 0:05:21 0:05:51 0:04:11 0:04:22

Quotation


Purchase Investment

41 62 58 68 54

6.5 6.3 7.8 7.2 6.6

0:05:28 0:05:03 0:06:34 0:05:42 0:04:51

Conversion


Purchase Investment

41 49 54 71 42 55 63

6.5 6.3 6.6 5.0 5.0 6.5 7.0

0:05:28 0:05:20 0:05:32 0:03:36 0:05:00 0:05:21 0:05:18

Information

YouTube activity for consumers in Real Estate market performing specific activity

Sessions

per person

Pages per session

Time per session

Sessions

per person

Pages per session

Time per session

Sessions

per person

Pages per session

Time per session

More than YT total Equal to YT total Less than YT total


Note: Activity on those that use YT and visit Real Estate by sub segment

This trend is seen across the those that convert



Consumer Journey

HML Searcher Analysis – YouTube activity


50% 49% 42% 48% 55%

50% 51% 58%

52% 45%

Gender

Women

Men

Heavy Medium Light All Searchers Total YT

Base: All YT users, All searchers in the Real Estate category who visit YouTube


Profile of Real Estate searchers who also use YouTube

Heavy and medium Real Estate searchers that used YouTube were

more likely to be women than the average YouTube user


26%

22%

30%

26%

25%

31%

37%

32%

33%

34%

33%

34%

32%

33%

32%

9%

7%

6%

8%

9%

21 - 34 35 - 49 50 - 64 65+

Total YT

Heavy

Medium

Light

All searchers




Heavy searchers who use YouTube are more likely to be 21-34 than the

average YouTube user


41 51 61 51 43

6.5 6.4 7.0 6.2 6.0

0:05:28 0:05:24 0:05:35 0:05:15 0:05:19

Sessions

per person

Pages per session

Time per session

Heavy Medium Light All searchers Total YT




Heavy searchers who use YouTube had more YouTube sessions and viewed more

pages per session than the average YouTuber



Consumer Journey Deep Dive New Home and Investments


The first website visited for 83% of those that convert is Leboncoin

43%

13%

5%

4%

4%

3%

3%

2%

2%

2%

Leboncoin.fr Immo

SeLoger.com

Logic-immo.com

PAP

MeilleursAgents

LaVieImmo

A Vendre A Louer

La ProvenceImmobilier

Explorimmo

nice-matin Immobilier

13%

13%

7%

7%

6%

5%

5%

4%

3%

3%

Meilleurtaux.comCredit Immo

Meilleurtaux.com

MeilleursAgents

A Vendre A Louer

Leboncoin.fr Immo

PAP

Empruntis

EffiCity

SeLoger.com

LocService

83%

3%

2%

2%

1%

1%

1%

1%

1%

1%

Leboncoin.fr Immo

PAP

SeLoger.com

ouestfrance-immo.com

Logic-immo.com

Vivastreet

ParuVendu.fr

ORPI

FONCIA

Capi


Note: Top 10 First websites visited.

Quotation (%) Information (%) Conversion (%)

First Visited Website | Top 10


Real Estate Classifieds and New Home Sites are the most important to those

seeking information or getting quotes when looking for New Homes to Purchase

Base: Those visiting ‘New Homes Purchase’ within the Real Estate market

Note: % of those that gather information and get a quote who visited different types of ‘New Homes Purchase’ websites;


58%

53%

13%

4%

3%

3%

3%

3%

1%

Realstate Classifieds

New Homes

Maps

Press

Quotation

Networks

Tax Exemption(défiscalisation)


Home/Property Loan

62%

42%

18%

12%

10%

6%

6%

4%

4%


New Homes

Maps

Tax Exemption(défiscalisation)

Press

Quotation

Networks

Home/Property Loan


Quotation (%) Information (%)

New Homes Purchase | Site Category Visited


Real Estate Classifieds in particular SeLoger are the most important to those

seeking information when looking for Investment

72%

12%

11%

10%

6%


Maps*

New Homes*

Quotation*

Tax Exemption(défiscalisation)*

Base: Those visiting ‘Investment’ within the Real Estate market

Note: % of those that gather information and get a quote who visited different types of ‘Investment’ websites;


*CAUTION: Small sample size. Please use for qualitative purposes only

Investment | Information

442

71

56

51

44

SeLoger.com

Meilleurtaux.com*

Explorimmo*

Google Maps*

Nexity InvestissementImmobilier*

Site Category Visited Top 5 Sites Visited


Those looking to buy are visiting Home/Property Loan sites

throughout their journey

Base: Those looking to buy [Sale]

Note: % of those looking to buy who visit home/property loan sites by quarter of journey

45% 37% 29% 39%

46% 44% 26% 40%

43% 25% 33% 37%

Those looking to buy [Sale] who are visiting home/property loan sites for quotes

Total

Quotation

Conversion

Journey Q1 Journey Q2 Journey Q3 Journey Q4



Consumer Journey

Clickstream Research into Real Estate – 2013 France

Understanding the Real Estate Consumer Journey - geste.fr · Real Estate | FR Google Confidential...

Documents

Transcript of Understanding the Real Estate Consumer Journey - geste.fr · Real Estate | FR Google Confidential...