Real state businessmodel_final

BayStay

Business ModelIntro to Digital Marketing, SF, August 2012

Your One Stop Housing Partner

Thursday, 9 August 12


BayStayBusiness Model

San Francisco, August 2012

Andra, Chrissie, Ethan, Patricia, Tagaris

Agenda


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


Why?


Why? The Problem We Solve, The Motivation


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.


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


The Bay Area exclusive online real state meeting point for landlords and tenants.

BayStay

The Vision


The Bay Area exclusive online real state meeting point for landlords and tenants.

BayStay

The Vision


Leading short term real estate agency in the Bay Area


Overview


Overview The Real State Industry


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


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


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



84% of Real Estate Professionals are Now Using

Social Media


Which Social Networks Are They Using?


Tumblr

Flickr

Blogger

YouTube

WordPress

LinkedIn

Twitter

Facebook


Which Social Networks Are They Using?


Tumblr

Flickr

Blogger

YouTube

WordPress

LinkedIn

Twitter

Facebook

29%48%79%



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


What?


What? The Product We Offer


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



3BR apartment in the Marina$5,200/month

Click here for more details >>

2BR Telegraph Hill apartment$3,300/month


Cozy studio in Tenderloin$200/month


2BR apartment in Richmond$2,200/month





3BR apartment in the Marina$5,200/month


2BR Telegraph Hill apartment$3,300/month


Cozy studio in Tenderloin$200/month


2BR apartment in Richmond$2,200/month




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


How?


How? Our Business Model



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


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



Customers


Customers


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



What do they care about?

‣ Quality of neighborhood

‣ Convenience to Attractions

‣ Overall affordability



What do they care about?

‣ Quality of neighborhood

‣ Overall affordability

‣ Convenience to work

‣ Amenities



Channels

MULTI-CHANNELMARKETING

SEARCH ENGINE MARKETING ONLINE ADVERTISING

SOCIAL MEDIA MARKETINGE-MAIL MARKETING


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


Channels

MULTI-CHANNELMARKETING

SEARCH ENGINE MARKETING ONLINE ADVERTISING

SOCIAL MEDIA MARKETINGE-MAIL MARKETING


EMAIL MARKETING SOCIAL MEDIA MARKETING


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!


Centric flats in the Financial District!


SOCIAL MEDIA MARKETING


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!


Modern options in Russian Hill!


Centric flats in the Financial District!


SOCIAL MEDIA MARKETING






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



Customer Relationship


Customer Relationship

feedbacknewsletterschat

reward referral program

podcast 24/7 callsno deposit

transparencyonline platform



Key Partners

‣ Exclusive agreement landlord building ‣ Colleges, Universities, and Schools‣ Google Ad Words/Analytics ‣ Moving van companies‣ San Francisco Tourism Improvement District


Key Partners

‣ Exclusive agreement landlord building ‣ Colleges, Universities, and Schools‣ Google Ad Words/Analytics ‣ Moving van companies‣ San Francisco Tourism Improvement District



Key Activities

‣ Landlord acquisition/ Marketing‣ Tenant acquisition / Marketing‣ Social Media presence “that wins!” ;-)‣ Property Management‣ Customer Service and retention



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



Costs


Costs

Customer Services

OfficesMarketing

Website maintenance



Revenues

LandlordsAnnual or monthly fee for the management of their properties

TenantsFee just before they are at the point of lease signing

Ads


Revenues

LandlordsAnnual or monthly fee for the management of their properties

TenantsFee just before they are at the point of lease signing

Ads


Measuring success


Measuring successKPIs


Profit margin

Customer base

Return on assets

Return on Investment

Sales

Leads

Prospects


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


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


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


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


Polls


Competitive advantage


Competitive advantage Why are we better


MARKET POSITIONING

High Quality

Low Quality

Low Price High Price


MARKET POSITIONING

High Quality

Low Quality

Low Price High Price


‣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


Recommendations


RecommendationsBest Practices


Best Cases


Best Cases


Best Cases


Best Cases


Best Cases


Worst Cases


Worst Cases


Worst Cases


Worst Cases



YouTubeBlogging

QR codingCustomizable website

Social MediaAffordability radar

NewslettersMobile applications


Thank You Business ModelIntro to Digital Marketing, SF, August 2012

BayStay


Thank You Business ModelIntro to Digital Marketing, SF, August 2012 Ethan, Andra, Chrissie, Tagaris, Patricia

BayStay
