Where in the World Are Your Listings?

Transcription

1 Where in the World Are Your Listings? March 23, 2015 Rebecca Jensen, MRED President/Chief Executive Officer Luke Glass, MOVE Executive Vice President of Industry Platforms

2 Welcome Please...

3 Why Are We Here?

4 Who Are the Decision Makers?

5 What Decision Are They Making? April 7, 2015 Over 10,000 Listings will be dropped Impacting 640 Brokerages Over 17,750 Listings will be dropped Impacting 625 Brokers

6 Today s Targets

7 #mredlive

8 NUMBERS 255 Managing Brokers Registered For This Event, Representing: Over 10,000 Broker Associates Over 23,000 Active Listings About 30% of MRED s Active Listing Inventory

9 Antitrust Reminder Everyone present at this meeting is in the real estate brokerage business or REALTOR Association management and some of you are located in the same market area. As a result, antitrust laws apply and MRED is committed to full compliance of all laws and regulations. We are concerned about collective action among competitors and keeping our policies and practices from being anticompetitive.

13 WHAT IS SYNDICATION? IT IS ADVERTISING!

15 THE LISTHUB NETWORK 550+ MLS Data Sources 160 Total Publishers 70+ National Publisher Websites 2.5+ Million Listings 50,000+ Brokers Meaningful Analytics and Reporting 2015 Move, Inc. All rights reserved. Do not copy or distribute.

17 LISTHUB PUBLISHERS Industry Publishers Real Estate Network NEW: Leading Real Estate Companies of the World REO Support Fannie Mae & Freddie Mac Connectors Keller Williams (KWLS) and Realogy (CREST) 2015 Move, Inc. All rights reserved. Do not copy or distribute.

18 LISTHUB PUBLISHERS Broker Opt-In 70+ National publishers, reaching websites Global Network Broad international exposure* *Available for an additional fee 2015 Move, Inc. All rights reserved. Do not copy or distribute.

19 PUBLISHER REQUIREMENTS LISTHUB PROTECTS YOUR LISTING DATA Must update site at least daily Listing data only used for consumer display Listing data may not be used after it is off-market Must route any consumer leads to the address designated by the broker as the lead address And many more! 2015 Move, Inc. All rights reserved. Do not copy or distribute.

20 SYNDICATION VS IDX Both involve distributing and exposing listings online Key Differences IDX facilitates brokers advertising each others listings Syndication is a process by which brokers make decisions about advertising their listings only The choice of one broker does not impact the choice of another broker whatsoever

21 WHO CONTROLS THE DATA? The broker-in-charge is ultimately in control of the distribution of their listings with ListHub Brokers Choose: To distribute or not to distribute Where to distribute Where to drive traffic Where to drive leads

22 WHY DO DATA PROTECTIONS MATTER? Without protections, publishers could use your listing data for any purpose that they choose now and in the future Including: Create derivative works Use photos and other marketing content after it s off the market

23 EXAMPLE

24 TRUMPING RULES Publishers often receive multiple versions of a listing Trumping is where the publisher uses specific rules or criteria to determine which feed should be displayed Your Website Virtual Tour Providers Brokerage or Franchise

25 RANKING FEEDS Publishers rank each feed and then place them in a hierarchy Source of the listing is generally the main factor for ranking Higher ranking listings will be displayed, while listings from sources with a lower rank are suppressed Commonly referred to as Trumping order

26 WHICH LISTING SOURCE TRUMPS? Highest: Broker-authorized feeds (often using ListHub) Next: The ListHub feed, in the absence of a separate, direct broker feed Last: Non-MLS connected data feeds

27 NON-MLS CONNECTED SOURCES One of the leading MLSs in the country provided us with a list of the 10 LEAST accurate sources of data in their market: 5 virtual tour providers 5 website providers

28 ACCURACY IS #1 How ListHub Ensures Accuracy MLS-sourced syndication Core fields can not be edited outside the MLS ListHub feed trumps non-mls feeds Frequent updates

29 THE FORK IN THE ROAD Zillow announced in January it would not continue negotiations with ListHub ListHub feed to Zillow Group will end April 7 ListHub will support the inclusion of Zillow metrics on ListHub reports 2015 Move, Inc. All rights reserved. Do not copy or distribute.

30 WHAT S AHEAD FOR LISTHUB New Reporting Dashboard Launched in January Broker Awareness Launched in March Added 50 new MLS partners in 2015 and 75 in queue Project Panorama Improved Platform Faster Listing Updates 2015 Move, Inc. All rights reserved. Do not copy or distribute.

41 PANORAMA QUANTIFYING THE VALUE OF LISTING WITH A REALTOR realtor.com IDX MLS Public Sites Franchise Sites Broker/Agent Sites MLS Software Other sites 2015 Move, Inc. All rights reserved. Do not copy or distribute.

42 2014 Move, Inc. All PANORAMA TRAFFIC AND LEADS ACROSS IDX NETWORKS IDX vendors add code to enable metrics collection Data will display in a single line item on ListHub reports

43 2014 Move, Inc. All PANORAMA ACTIVITY INSIDE THE MLS SOFTWARE Both agent and consumer engagement

44 2014 Move, Inc. All PANORAMA TRAFFIC ON MLS PUBLIC WEBSITES Generating high volume, high quality traffic We currently track MLS public website traffic for over 40 MLSs. Many rank among the top publishers in their market.

46 GLOBAL OPPORTUNITY International home sales in the U.S. are at their highest level in recent years. Total market is estimated at $92.2 billion (up 35% y-o-y). International buyers comprise 7% of total U.S. Existing Home Sales, many markets are up 30%. By 2015 sales to Chinese buyers alone are projected to be double the total of international sales. Source: NAR 2014 Profile of International Home Buying 2015 Move, Inc. All rights reserved. Do not copy or distribute.

47 ABOUT INTERNATIONAL BUYERS Not just for luxury property! 46% of international property sales under $250,000 In 2013, 60% of purchases were all-cash transactions On average, they spend $149,000 more than domestic buyers did Source: NAR 2014 Profile of International Home Buying 2015 Move, Inc. All rights reserved. Do not copy or distribute.

48 THE LISTHUB GLOBAL NETWORK Over 60 international publishers, including #1 websites in China, Russia, and the United Kingdom Coverage in Africa, Asia, South America, Europe & Australia Powered by ListGlobally 2015 Move, Inc. All rights reserved. Do not copy or distribute.

50 NEW HOME LISTINGS PARTNERSHIP WITH BUILDERS DIGITAL EXPERIENCE, INC (BDX) A fresh inventory of new homes to brokerage and franchise websites to power online property search 2015 Move, Inc. All rights reserved. Do not copy or distribute.

52 SPENDING MORE ON NEW HOMES The median price buyers paid for a new home was $277,200 compared to $200,000 for a previously owned home Buyers of new homes were most likely to purchase in a suburb Source: NAR 2014 Profile of Home Buyers and Sellers 2015 Move, Inc. All rights reserved. Do not copy or distribute.

54 NEW HOME SOURCE PROFESSIONAL Included at No Additional Cost Branded for your brokerage Help your agents be the local expert Insiders view of homes for sale, community info, and more! 2015 Move, Inc. All rights reserved. Do not copy or distribute.

57 We fight a battle to win the attention and engagement of consumers. MONTHLY UNIQUE USERS ACROSS DESKTOP & MOBILE (1) million Real Estate Category million 31% y/y 50.2 million 41% y/y million 47% y/y 28.1 million 38% y/y 10 0 NOTES (1) Source: comscore. Multiplatform Unique Visitors between February 2014 and February Zillow = Zillow Inc. Sites, Trulia = Trulia Network, Realtor = Realtor.com Network. 57

58 REALTOR.COM GROW THE RIGHT AUDIENCE Audience Our audience has shifted younger, with 1/3 of realtor.com users in the age range compared to 1/4 a year ago THEN NOW 2014 Move, Inc. All rights reserved. Do not copy or distribute. 58

59 We fight a battle to win the attention and engagement of consumers. MONTHLY PAGE VIEWS ACROSS DESKTOP & MOBILE (1) million 1,600 Real Estate Category 4,414 million 12% y/y 1,400 1,200 1,063 million 22% y/y 1, million 58% y/y 443 million 10% y/y NOTES (1) Source: comscore. Multiplatform Page Views between February 2014 and February Zillow = Zillow Inc. Sites, Trulia = Trulia Network, Realtor = Realtor.com Network. 59

60 We fight a battle to win the attention and engagement of consumers. PAGE VIEWS PER UNIQUE USER ACROSS DESKTOP & MOBILE (1) Real Estate Category 43.6 PV/UU 15% y/y 24.4 PV/UU 7% y/y 21.2 PV/UU 13% y/y PV/UU 20% y/y NOTES (1) Source: comscore. Multiplatform Unique Visitors and Page Views between February 2014 and February Zillow = Zillow Inc. Sites, Trulia = Trulia Network, Realtor = Realtor.com Network. 60

61 SEP-14 REALTOR.COM LEAD GROWTH RECORD NUMBER OF LEADS, FIVE YEARS RUNNING % GROWTH SINCE 2009 Source: realtor.com Internal Metrics Average Monthly Listing Leads

62 HIGHEST QUALITY LEADS WHICH SITES PROVIDE THE BEST QUALITY LEADS? Source: Move Brand Tracking Study conducted by Westerberg Consulting, online survey of nationally representative sample of 730 agents and brokers, Move, Inc. All rights reserved. Do not copy or distribute. 62

63 Simultaneously, we must build a reputation for delivering the most compelling value proposition to our agent and broker customers. RANKED #1 FOR LEAD QUALITY AMONG INTERNET AD ALTERNATIVES (1) Search Engine Marketing 28.2% Realtor.com 21.8% Zillow 16.0% Social Media 13.6% Display Advertising 13.3% Trulia 6.5% Movoto.com 0.3% Homes.com 0.3% NOTES (1) Source: PAA Research primary survey of agents. Conducted in July n = ~

64 Simultaneously, we must build a reputation for delivering the most compelling value proposition to our agent and broker customers. AGENT PERCEIVED EFFECTIVENESS BY CHANNEL (1) 4.0 1= Not Effective; 5 = Highly Effective (2) Other Realtor.com Search Sites (e.g., Google) Social Sites (e.g., Facebook) Trulia Zillow NOTES (1) Source: Cowen & Company primary survey of agents. Conducted between 11/21/2014 and 11/30/2014. n = 240. (2) Other includes Craigslist, Realtystore, Padmapper, Twitter, Personal website. 64

65 Simultaneously, we must build a reputation for delivering the most compelling value proposition to our agent and broker customers. ARE AGENTS CONSIDERING UNSUBSCRIBING FROM THESE SERVICES? (1) Yes, within 6 months Yes, in 6+ months No 82% 88% 94% 83% 74% 74% 19% 7% 17% 9% 10% 8% 6% 6% 6% Zillow Trulia Realtor.com Search Sites (e.g., Google) 1% Social Sites (e.g., Facebook) 10% 8% (2) Other NOTES (1) Source: Cowen & Company primary survey of agents. Conducted between 11/21/2014 and 11/30/2014. n = 240. (2) Other includes Craigslist, Realtystore, Padmapper, Twitter, Personal website. 65

66 Continuing to Build the REALTOR brand in the mind of the consumer Connect consumers to local real estate professionals Increase broker and agent productivity Generate quality leads Provide accurate, timely, and comprehensive real estate information Drive audience growth and engagement

67 NEWS CORP IS A MEDIA COMPANY ICONIC BRANDS, UNPRECEDENTED REACH 500 MILLION MONTHLY PAGE VIEWS 6.9 MILLION MONTHLY PAGE VIEWS 105 MILLION MONTHLY PAGE VIEWS WEEKLY DELIVERY TO OVER 74 MILLION HOMES 14 MILLION MONTHLY VISITORS 18.6 MILLION VISITORS 1 BILLION MONTHLY PAGE VIEWS 2014 Move, Inc. All rights reserved. Do not copy or distribute. 67

68 WHAT THIS MEANS FOR REALTORS : A NEW TRAJECTORY FOR REALTORS AND REALTOR.COM More innovation, delivered faster More consumers viewing your listings (#1) More quality connections with prospective clients More exposure as your brand partner 2014 Move, Inc. All rights reserved. Do not copy or distribute. 68

70 LISTHUB BROKER PRICING Annual price is just monthly x 11. Example: 1-5: $429 (Pro) $649 (Pro-Plus) BUY 1 MONTH, GET 1 FREE OR BUY 11 MONTHS & GET 3 FREE! 2015 Move, Inc. All rights reserved. Do not copy or distribute.

74 A BRIEF HISTORY OF SYNDICATION 550+ MLS Connections 150+ Publishers Terabytes of Consumer Traffic Data Single Platform Est k Broker Customers 3.5 Million Listings 2015 Move, Inc. All rights reserved. Do not copy or distribute.

75 MAIN METHODS OF SYNDICATION MLS Connected Non-MLS connected Challenges with Non-MLS connected

76 THE NEED FOR A MANAGED PLATFORM Problems when syndicating without a managed platform: Time consuming Complicated Creates risk Subject to each publisher s Terms of Use

77 LISTHUB PRODUCT BENEFITS LISTHUB BASIC LISTHUB PRO LISTHUB PRO-PLUS Your listings on over 70 publisher websites Filters for reviewing publisher features View publisher ratings Automatic daily updates from the MLS Free leads via phone/ Personal dashboard login Online technical support Lead management control ALL THE BENEFITS OF THE BASIC PACKAGE, PLUS: Filters for reviewing publisher features Online marketing reports for all of your listings Seller reports, with ability to automatically to seller clients VIP phone support Custom branded emarketing flyers for listing presentations ALL THE BENEFITS OF THE PRO PACKAGE, PLUS: Include your personal website metrics on all reports LISTHUB GLOBAL Gain international exposure for your listings 70+ publishers NEW HOME LISTINGS DISPLAY NEW HOMES DIRECTLY ON YOUR WEBSITE More leads Additional web traffic Robust customer search experience 2015 Move, Inc. All rights reserved. Do not copy or distribute.

78 WHAT BUYERS ARE LOOKING FOR Reasons for buying a new home: 9% Avoid renovations or problems with the plumbing or electricity 17% 10% 40% Ability to choose and customize their design features. Amenities of new home construction communities Lack of inventory of previously owned home 24% Source: NAR 2014 Profile of Home Buyers and Sellers Green/energy efficiency 2015 Move, Inc. All rights reserved. Do not copy or distribute.

79 FINDING A NEW HOME Information sources used in home search process among buyers of new homes: 84% used online websites 75% used a real estate agent 50% used a mobile app or tablet Source: NAR 2014 Profile of Home Buyers and Sellers 2015 Move, Inc. All rights reserved. Do not copy or distribute.

80 BENEFITS Powerful online content Fresh, robust inventory of new home listings Drive traffic to your website Power online property search Increase SEO power Generate more leads 2015 Move, Inc. All rights reserved. Do not copy or distribute.

81 syndication.mredllc.com

87 Other Ways MRED Syndicates

88 MREDLLC.com/trulia

89 Possible Agreement with Zillow Group Replaces Existing Service Provided By MRED via ListHub Limited Term On Agreement More Favorable License Agreement Terms and Ability to Audit License Agreement Compliance Non-Compete With Brokerage Firms and MLSs Will Never Charge Referral Fees Control over Re-Syndication of Listing Data to Affiliates More Control Over Derivative Works ALL Intellectual Property Ownership Rights to the Listings Remain With Brokers Brokers are Indemnified Against 3 rd Party Lawsuits Involving Listing Data

90 Possible Agreement with Zillow Group Listing Agent To Always Appear in the Top Position on Every Listing Link to Broker s Website Brokerage Logo to Appear on Every Listing Broker Choice on Lead Routing Destination All listings will be promptly removed when off market. Zillow will continue to display two (2) exterior photos Zillow Dashboard to Monitor Listing Performance Across Zillow Group Sites

91 So the Brokers Need to Decide...

92 We Have Questions for YOU Answer Our Survey Who has a syndication policy for your Brokerage? How Does syndication affect your bottom line?