In the last of our series on PR, we look at 4 great report from Rightmove, SmartNewHomes and RealtyTrac
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Analysis
Just who does dominate the Australian property portal market and how are the rest of the players shaping up?
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Over the last few years Rightmove has delivered strong growth in financials especially at the EBITDA level. Can they do it again in 2011?
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SeLoger’s objective was to be number one for agents to build their brand online through display advertising. We look at their use of AdSlot to achieve this end
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In zillow.com’s Q2 earnings call, CEO Spencer Rascoff outlined where the company’s strong quarterly results have come from, and where he sees zillow.com going from here.
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Many portals wait until they have some form of critical mass before looking to provide estate agents with a substantial range of advertising options for promoting property and their brand. But depth products can be a significant source of revenue and at the same time service your customer needs and aspirations.
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In my last post on marketing I talked about how data is king for property portals. Now seems a good time to highlight some considerations and points to be made if you are going to undertake database marketing.
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In my last post I talked about the importance of property portals getting the marketing message right, which is absolutely vital. However I was probably a little ahead of myself because there is one thing we require before we get the message right and which is just as important: knowing who we are talking to.
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One of the areas in which property portals need to tread carefully is in the clarity of the messages that they are going to market with, so they do not create confusion in their customer base.
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Almost every portal makes the claim of being the biggest and the best at something. So I thought it would be good to look at it from a dimension not often talked about – the shareholder. What is important to the shareholder are revenues, profit (EBITDA) and share price movement.
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