Brought to you by the NATIONAL ASSOCIATION OF REALTORS® NAR’s New Consumer Website: HouseLogic.com

2 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Today’s Agenda Strategic vision and member value Website strategy Website concept HouseLogic: A Guided Tour REALTOR® Content Resource Marketing overview

Strategic vision and member value

4 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Strategic Vision Strengthen the relationship with consumers on behalf of NAR and its members. Become the comprehensive Voice for Real Estate --- representing the industry and consumers. Extend the value of the REALTOR ® brand well beyond the transaction to the full lifecycle of homeownership.

5 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Value to Members Increase NAR’s effectiveness in Washington. Help REALTORS® stay in touch with buyers and sellers beyond the short-term transaction phase. Create a platform for NAR to further improve consumer perceptions of REALTORS®. Help consumers think of REALTORS® as “trusted advisors” around all things home-related. Support members marketing efforts with consumers.

Website Strategy

7 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Competitive Landscape Informative Entertaining PersonalMass NAR Consumer Brand Home Depot HGTV Architectural Digest MTV’s Cribs Apartment Therapy Cnn.money.com Oprah.com This Old House Trulia.com Facebook.com

8 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® HouseLogic’s Unique Value Proposition NAR can own the Personalized Home Value Planning space. Other entities compete for various aspects of the homeowner experience: Beautification: HGTV How-to: Diy.com Financial value: WSJ Transaction: Realtor.com

9 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Homeownership Life-cycle A website about homeownership allows us to cover the full life-cycle of homeownership online. Realtor.com = Transaction HouseLogic = Homeownersh ip Homeownership Life-cycle

Website Concept

11 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Site Concept Personalized Home Value Planning: All of your home value issues in one place - ideas, trends, savings, activities and actions, all centered around maximizing your home value. Plus, information to help you be a smart home buyer or seller, when the time comes for you to be in the market.

12 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Positioning The promise the brand makes to the user and delivers in every interaction; point of differentiation Ethical and unbiased, HouseLogic puts the homeowner’s best interest first. It empowers homeowners to take responsible actions on their homes and communities by providing superior, credible information & tools to maintain, protect and increase the value of their homes.

13 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® How did we come to this concept? Research, research, research. 13 studies 2,200 REALTORS® 4,000 Consumers

14 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Target Audience “Responsible Proactive” Homeowners Proactively searches for information on how to maintain, protect & increase home value. Practical, well informed, confident and likes to be organized. Looking for new ideas and are open to exploring new things. Responsible Proactives look for information that provides fresh perspectives.

15 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Home related website interests Specific interests of homeowners in general, and our primary audience target in particular: AllTarget Home energy efficiency ideas 54% 69% Ideas/tips to increase my home's value 44% 65% 10 things you need to know that impact your home's value 44% 63% Home improvement projects that recoup their value 43% 63% Local property tax issues 44% 59% Home repair, care and maintenance 47% 58% Lowering the cost of homeownership 45% 57% Home property values 42% 57% Tax benefits of home ownership 40% 55% Smart home budgeting tips 39% 51%

HouseLogic.com: A Guided Tour

17 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Home Page (Top)

18 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Home Page (Bottom)

19 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Smart home buying and selling

20 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Engage / Advocacy Section

21 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Article Page

22 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Personalization

23 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Binder

24 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Progress Meters

25 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Badges

26 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Project Finder

REALTOR® Content Resource

28 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® REALTOR® Content Resource

29 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® REALTOR® Content Resource (Cont’d)

30 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Leverages Existing REALTOR® Materials

Marketing Overview

32 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Marketing Efforts How will members and consumers know about HouseLogic? Beta Launch 11/12 /09 – 2/14/10 Hard Launch 2/15/10 Launch Sequence:

33 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Marketing plan outline NAR’s Annual Conference NAR vehicles &communications channels: REALTOR® Magazine, REALTOR.org, internal , AEs Real Estate Today Radio Public Awareness campaign value ad Search engine marketing Outreach to real estate digital influentials and consumer media REALTORS®

34 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® Marketing Objectives Establish and engage a consumer audience o Become a top 10 home website: 1mm+ visitors per month. Provide a platform for advocacy efforts Establish RCR as a vital tool for REALTORS® marketing efforts

Thank you.