Case Igglo. Mikko Ranin

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1 Case Igglo Mikko Ranin

2 Content Igglo mission History How Oikotie Asunnot powered by Igglo works Real estate premarket House pages Activating the customer Earning logic Revenue streams Statistics Future 2

3 Igglo Mission The people s champion Igglo, will make a fundamental change around the world in how real estate is sold and bought. Igglo will change the industry. 3

4 History

5 Igglo history past Started as a full service residential real estate agency Started operation February 14th 2006 in the Helsinki Capital area Third largest agent In Helsinki in 6 months At peaks more than 100 real estate agents Owned by the Taivas Communications Group Balderton Capital and the management 5

6 First 24 months - close to 500 articles 6

7 Igglo now and future In 2008 do to management / profitability problems closed the real estate agency and joined forces with the biggest media house in Finland Sanoma Oy to build a new leader to the real estate portal business in Finland. The deal: Sanoma Bought Igglo brand & database in Finland and is in charge of the operation of the New Oikotie /Asunnot real estate portal portal Igglo is in charge of the portal product development & technical operation The new platform to the market feb/2010 Igglos aim is to gain the proof on concept in Finland through Oikotie Asunnot portal and then sell the idea to other countries on joint venture or license fee basis 7

8 How Oikotie Asunnot powered by Igglo works?

9 Earmarking Premarket model in a nutshell Database of residential houses in Finland -pictures, statistics -user generated content Silent sale = I want to buy from this house = I want to sell from this house Contact Center A match? Igglo Agent FSBO for sale by the owner 9

10 Benefits of Earmarking Ear Marking is precise tool for the buyer to pinpoint their needs to a certain area, street and house they are interested on the Ear Markers get to see the Homes/ apartments first when they come to the market 10 In Helsinki more than ear makers have made more than earmarks Silent Sale - Silent selling gives the sellers a smooth possibility to test market their home for free - How many Visitors? Ear markers? Price quotations? Questions? When You finally decide to sell, You have buyers ready and an easy channel to choose an agent with local knowledge or You can sell yourself Possibility to a Lower agent fee Faster and Easier sale at a Better price More then 20 % of all the sellers have also test marketed their home on Silent Sale

11 Igglo services the buyer and the seller meet at an early stage of the sales process Sales process Silent Sellers And Ear Markers Meet on Igglo site Traditional real estate contact Traditional real estate transaction According to our studies (made twice) ear markers and silent sellers are on a 1-5 scale in 80 % of cases likely (4) or most likely (5) change home within two years Time Byers and sellers meet at an early stage on Igglo site Buyers have more to choose from can ear mark any house + all the homes on Silent Sale For the seller Silent Sale makes selling more pleasant, effortless and inexpensive Brings efficiency to the sales process Internet match and efficient Contact Centre brings agents valuable leads, both buyers and sellers Gives customers an easy to follow channel to sell their own property or pitching agents 11

12 Activating the customer:

13 House page for all the houses in Finland Photos of the building Basic info of the house from the public statistics UGC promoted info, more photos, stories etc 13

14 Supply and demand, on sale, silent sellers, ear markers Neighborhood houses Situated on the map -homes sold from the house, price, size, time -average sale prices on the area compared to the city average 14 UGC -stories, pictures evaluations on the local services

15 15 In search results Silent sale/ rent ads among the agent and other sale ads

16 16 Top ten: - Most wanted, viewed, asked. Most pictures

17 Power to the people : -better topics and text than any agent could write Visitors 17

18 Visitors page for each Silent Sale or listed ad How many Viewers? Local agents and their stock 18

19 Earning logic

20 Igglo Vision We will be the most loved portal concept in the industry! By innovative use of the internet and a superior service concept Igglo concept can produce an outstanding customer experience and rationalize the real estate sales process for agents by creating the best leads machine on the market. 20

21 Revenue streams Consumers Listing you home on Silent Sale free Listing your home for sale /rent fixed price Agents Listing package A -list as many You will fixed price + CPC Lisitng package C fixed price Salesleads A lead that produces a salesassignment CPA - percentage of the value of the commission Advertising Traditional banner advertising Leads to aftermarket Bank loan leads Insurance leads Renovation leads Moving services leads Utilities leads 21

22 Statistics will be added later

23 Future

24 Key European cities and urban areas Oslo Stockholm Helsinki Lisbon Seville Glasgow Dublin Leeds Copenhagen Sheffield Vilnius Birmingham Amsterdam Bremen Hamburg R-dam Berlin London Poznan Essen Warsaw Brussels D-mund Lille Cologne Lodz Wroclaw Krakow Paris Frankfurt Nantes Prague Stuttgart Munich Vienna Budapest Bordeaux Lyon Toulouse Zaragoza Malaga Turin Marseille Madrid Barcelona Valencia Nice Gothenburg Milan Geneva Rome Naples Belgrade Source: CityMayors statistics ( Note: Germany excluding Düsseldorf, Duisburg and Hannover (with residents 0.5-1million) Zagreb Sarajevo Riga Sofia Thessaloniki Athens Bucharest Population >1m Population 0.5-1m 24

25 25 Thank you

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