Short story: How Internet changed Real estate market… Jarosław Sobolewski – CEO, IAB Poland

We are back in the business ! IAB UK for Engage 2006

Everything began in the USA The idea of Multiple Listing Systems

Paper was King in business in 90-ies - stabilised market - wide range national and regional titles - customers trust in medium - advertisers interest and support - low prices of ads - no real alternative

First polish Real estate classified vortal looked like Craigslist.com - short information (press style ads) - no photos - low interest of advertisers and users - small databases

First professional Real estate classifieds vortal at Trader.pl - trainings - technical support - up to date products - new technologies - national promotion

What convinced advertisers to Internet - availability - capacity - photos - ability to save time… …and cut costs

Websites vs. Powerpages +private +own domain +prestige +flexibility - promotion - hosting - development - high costs +traffic +trainings +support +promotion +low costs - fixed products - more competition

BOOM of 2006 McCann Erickson Poland

BOOM of marker rush after joining EU - less properties to trade - customers sell privatly - more buyers than sellers - competition between agents grow stronger Internet advertising became the key to success!

Powerpages* *Private analysis

Internet driven changes so far - large databases of ads - rich ads content - maps and localisation mash-ups - property value analysis for everyone Effects: - one day sells - new realtors and competition on the market

Ads online* *Private analysis

Online advertising defects -offers duplication -outdated ads -false ads -late or no responce on inquiries

Other changes - software developers build RE vortals - media owners create software - properties trade by owners - lower cost advertising - profiled websites for special categories Paper in retreat !

* Gemius Megapanel

Ad formats on the market Realtors and private sellers use every possible e-marketing tools to generate sells. Ads, premium ads, buttons, banners, billboards, maps, Adwords, ings, websites, blogs

New trends Maps !, mash-ups, video, virtual tours, blogs, social networks

Maps

Mash-ups

Video

Virtual Tours

Blogs

Social networks

Thank you. Jarosław Sobolewski – CEO, IAB Poland