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BayStay
Business ModelIntro to Digital Marketing, SF, August 2012
Your One Stop Housing Partner
Thursday, 9 August 12
Thursday, 9 August 12
BayStayBusiness Model
San Francisco, August 2012
Andra, Chrissie, Ethan, Patricia, Tagaris
Agenda
Thursday, 9 August 12
BayStayBusiness Model
San Francisco, August 2012
Andra, Chrissie, Ethan, Patricia, Tagaris
Agenda
✓Overview - The Industry
✓What? - The Product
✓How? - The Business Model
✓Competitive advantage
✓Recommendations
✓Why? - The Problem we solve
✓Measuring success - KPIs
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Why?
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Why? The Problem We Solve, The Motivation
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The Pain
Demand > Supply mainly because the real estate supply increases much slower than the demand from the tech/financial
market (the new dot com bubble)
Many landlords don’t accept short term leases and if they do, prices are almost double.
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Population: 812,826Student Population >120,00016.35 mill visitors in 2011
Rent Price: $2,734 — up 12.9% since 2011
Students pay up to 20% more for units than traditional residents
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The Bay Area exclusive online real state meeting point for landlords and tenants.
BayStay
The Vision
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The Bay Area exclusive online real state meeting point for landlords and tenants.
BayStay
The Vision
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Leading short term real estate agency in the Bay Area
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Overview
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Overview The Real State Industry
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165,000 Companies = $170 Billion Revenue
Brokers commissions: grow at a compounded rate of 14% annually from 2010 to 2015
> 90 % Use internet before purchasing Real Estate
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165,000 Companies = $170 Billion Revenue
Brokers commissions: grow at a compounded rate of 14% annually from 2010 to 2015
> 90 % Use internet before purchasing Real Estate
47%16%
37%
Brokerage ServicesProperty MgmtLeasing Residential Units
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Prospects For Major Commercial Property Types in 2012
6.745.495.365.104.75
Investment Prospects
Apartment
Industrial/Distribution
Hotel
Office
Retail
6.614.383.672.973.14
Development Prospects
Apartment
Industrial/Distribution
Hotel
Office
Retail
1 5 9
abysmal fair excellent
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Thursday, 9 August 12
84% of Real Estate Professionals are Now Using
Social Media
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Which Social Networks Are They Using?
Investment Prospects
Tumblr
Flickr
Blogger
YouTube
WordPress
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Which Social Networks Are They Using?
Investment Prospects
Tumblr
Flickr
Blogger
YouTube
WordPress
29%48%79%
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Thursday, 9 August 12
73% of Homeowners are more likely to list with a realtor offering
to do video BUT
12% of the real estate industry have YouTube accounts
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What?
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What? The Product We Offer
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WELCOME ABOUT US BLOG
BAY STAY YOUR ONE STOP HOUSING PARTNER
Sed on arcu hac habitasse platea dictumst, praesent ed nibh. Praesent eu mi integer libero sed dignissim, turpis tinc idunt. Egestas tortor mauris vulputate ante, vel cursus enim tortor sit amet tortor duis libero.
TRAVEL PODCAST
WELCOME ABOUT US BLOG
BAY STAY YOUR ONE STOP HOUSING PARTNER
3BR apartment in the Marina$5,200/month
Click here for more details >>
2BR Telegraph Hill apartment$3,300/month
Click here for more details >>
Cozy studio in Tenderloin$200/month
Click here for more details >>
2BR apartment in Richmond$2,200/month
Click here for more details >>
Thursday, 9 August 12
WELCOME ABOUT US BLOG
BAY STAY YOUR ONE STOP HOUSING PARTNER
3BR apartment in the Marina$5,200/month
Click here for more details >>
2BR Telegraph Hill apartment$3,300/month
Click here for more details >>
Cozy studio in Tenderloin$200/month
Click here for more details >>
2BR apartment in Richmond$2,200/month
Click here for more details >>
WELCOME ABOUT US BLOG
BAY STAY YOUR ONE STOP HOUSING PARTNER
Sed on arcu hac habitasse platea dictumst, praesent ed nibh. Praesent eu mi integer libero sed dignissim, turpis tinc idunt. Egestas tortor mauris vulputate ante, vel cursus enim tortor sit amet tortor duis libero.
TRAVEL PODCAST
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How?
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How? Our Business Model
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Thursday, 9 August 12
Value Proposition
Unlike its major competitors, BayStay caters to residential property owners (landlords) who are dissatisfied with high industry-wide estate agent fees. We do this by charging a flat annual fee for full,
professional property management services that saves them time, money and guarantees timely payments and full occupancy all year round.
Landlords
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Value Proposition
Unlike its major competitors, BayStay caters to prospective tenants who cannot find quality properties at affordable prices. We do this by offering reasonably priced housing with the option of
short to long term lease contracting and guaranteeing satisfaction via round the clock customer support.
Tenants
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Customers
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Customers
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Average Age: 19Income: $30,000
What do they care about? ‣Quality of neighborhood‣Overall affordability‣Convenience to friends and family‣Convenience to School ‣Amenities‣Design of neighborhood
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Average Age: 54Income: $90,000
What do they care about?
‣ Quality of neighborhood
‣ Convenience to Attractions
‣ Overall affordability
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Average Age: 38Income: $110,000
What do they care about?
‣ Quality of neighborhood
‣ Overall affordability
‣ Convenience to work
‣ Amenities
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Thursday, 9 August 12
Channels
MULTI-CHANNELMARKETING
SEARCH ENGINE MARKETING ONLINE ADVERTISING
SOCIAL MEDIA MARKETINGE-MAIL MARKETING
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SEARCH ENGINE MARKETING
‣Optimization to increase visibility in SERPs
‣SEO for website and blog
‣Paid inclusion
ONLINE ADVERTISING
‣Contextual ads on search engine results pages
‣Banner ads
‣Rich media ads
‣Interstitial ads
‣Classified ads
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Channels
MULTI-CHANNELMARKETING
SEARCH ENGINE MARKETING ONLINE ADVERTISING
SOCIAL MEDIA MARKETINGE-MAIL MARKETING
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EMAIL MARKETING SOCIAL MEDIA MARKETING
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EMAIL MARKETING
Dear%Team1,%Spring%has%arrived%to%the%Bay%Area.%Please%check%the%new%apartments%we%have%for%you.%Whishing%you%a%nice%stay,%%%Managing%Director%%
!!
Cozy small apartments in the Marina!
Find more in the website >>!
Modern options in Russian Hill!
Find more in the website >>!
Centric flats in the Financial District!
Find more in the website >>!
SOCIAL MEDIA MARKETING
Thursday, 9 August 12
EMAIL MARKETING
Dear%Team1,%Spring%has%arrived%to%the%Bay%Area.%Please%check%the%new%apartments%we%have%for%you.%Whishing%you%a%nice%stay,%%%Managing%Director%%
!!
Cozy small apartments in the Marina!
Find more in the website >>!
Modern options in Russian Hill!
Find more in the website >>!
Centric flats in the Financial District!
Find more in the website >>!
SOCIAL MEDIA MARKETING
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Thursday, 9 August 12
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What it can do?
‣ Instant Lead Generation‣ Send Custom listing alerts by Zip Code or # of Bedrooms.‣ Mortgage Rate Alerts‣ Application Status‣ Open House Alerts‣ School and Neighborhood Stats‣ Links to Mobile Site with more Photos
Mobile Marketing: QR Coding
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Thursday, 9 August 12
Customer Relationship
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Customer Relationship
feedbacknewsletterschat
reward referral program
podcast 24/7 callsno deposit
transparencyonline platform
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Thursday, 9 August 12
Key Partners
‣ Exclusive agreement landlord building ‣ Colleges, Universities, and Schools‣ Google Ad Words/Analytics ‣ Moving van companies‣ San Francisco Tourism Improvement District
Thursday, 9 August 12
Key Partners
‣ Exclusive agreement landlord building ‣ Colleges, Universities, and Schools‣ Google Ad Words/Analytics ‣ Moving van companies‣ San Francisco Tourism Improvement District
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Thursday, 9 August 12
Key Activities
‣ Landlord acquisition/ Marketing‣ Tenant acquisition / Marketing‣ Social Media presence “that wins!” ;-)‣ Property Management‣ Customer Service and retention
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Key Resources
‣ Intellectual Property – Logo, website, brand value, differentiated business model ‣ Human Resources – Quality staff, CEO, Programmers, Digital Marketing team/social media ambassador, Customer Service, facilities staff‣ Physical office and equipment‣ Investors
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Thursday, 9 August 12
Costs
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Costs
Customer Services
OfficesMarketing
Website maintenance
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Revenues
LandlordsAnnual or monthly fee for the management of their properties
TenantsFee just before they are at the point of lease signing
Ads
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Revenues
LandlordsAnnual or monthly fee for the management of their properties
TenantsFee just before they are at the point of lease signing
Ads
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Measuring success
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Measuring successKPIs
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Profit margin
Customer base
Return on assets
Return on Investment
Sales
Leads
Prospects
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M o n i t o r i n g a c t i v e u s e r s , e n g a g e m e n t , impressions, content feedback (post views, post feedback)
Impressions, retweets, clicks, replies, followers, reach of tweets, engagement
Using Google Analytics to look at bounce rates, traffic sources, pages/visit, percentage of new visitors and returning visitors, engagement levels, traffic sources, keywords, social sources
Thursday, 9 August 12
M o n i t o r i n g a c t i v e u s e r s , e n g a g e m e n t , impressions, content feedback (post views, post feedback)
Impressions, retweets, clicks, replies, followers, reach of tweets, engagement
Using Google Analytics to look at bounce rates, traffic sources, pages/visit, percentage of new visitors and returning visitors, engagement levels, traffic sources, keywords, social sources
Thursday, 9 August 12
BAYSTAY.COM
Number of views, likes and dislikes, comments, shares, favorites added, top traffic sources, top playback locations, number of subscribers, absolute audience retention and net changes in subscribers.
ROI, leads, conversions, returning visitors, page views per visit, time on age, time on site, bounce rate, form abandonment rate, next pages, links clicked, eye tracking, internal searches, number of back links, page rank, social media shares, usability, credibility, appearance, referrals from customers, feedback form results
Thursday, 9 August 12
BAYSTAY.COM
Number of views, likes and dislikes, comments, shares, favorites added, top traffic sources, top playback locations, number of subscribers, absolute audience retention and net changes in subscribers.
ROI, leads, conversions, returning visitors, page views per visit, time on age, time on site, bounce rate, form abandonment rate, next pages, links clicked, eye tracking, internal searches, number of back links, page rank, social media shares, usability, credibility, appearance, referrals from customers, feedback form results
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Polls
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Competitive advantage
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Competitive advantage Why are we better
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MARKET POSITIONING
High Quality
Low Quality
Low Price High Price
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MARKET POSITIONING
High Quality
Low Quality
Low Price High Price
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‣Niche focus - Price sensitive short term rental seekers in the Bay Area
‣Competitive edge‣Consolidating leadership position in short term affordable housing through local strategic alliances and M&A ‣Customer-centric via 24h customer support‣Low credit check requirements‣No deposit requirement
“Unfair” Advantage
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Recommendations
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RecommendationsBest Practices
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Best Cases
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Best Cases
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Best Cases
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Best Cases
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Best Cases
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Worst Cases
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Worst Cases
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Worst Cases
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Worst Cases
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Thursday, 9 August 12
YouTubeBlogging
QR codingCustomizable website
Social MediaAffordability radar
NewslettersMobile applications
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Thank You Business ModelIntro to Digital Marketing, SF, August 2012
BayStay
Thursday, 9 August 12
Thank You Business ModelIntro to Digital Marketing, SF, August 2012 Ethan, Andra, Chrissie, Tagaris, Patricia
BayStay
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