This document summarizes Howard Tager's presentation on generating and optimizing real estate leads from different online sources. It discusses TigerLead Solutions, a real estate technology company that generates over 50,000 leads per month. The presentation focuses on optimizing leads from Facebook and Craigslist by targeting demographics, keeping users engaged on-site, and refining quality metrics like contact data and return visits. Through testing and feedback loops, TigerLead improved new media leads to be on par with search engine leads in key metrics like valid contact information and return visits.

1. Not All Leads Are Created EqualPresented By: Howard TagerCEO, TigerLead Solutions

2. Not All Leads Are Created Equal But Can We Equalize Them?

3. Who is TigerLead Solutions, LLC. TigerLeadis an industry leading real estate technology company that provides residential real estate professionals with acomplete internet solution for generating, capturing, cultivating, and managing homebuyer and home seller leads. - Licensed over 450 territories with over 4500 agents on the system - Manage over 2.6M active home listings and 1.3M active buyers - Generated over $4B in home sales - Produced 30M home search visitors - Convert over 50k homebuyer leads every month

9. Search Marketing: What We Know . Key Stats: . 50,000+ Leads Per Month 77% of US home buyers used search engines to search for homes Average Cost Per Lead of 6-8 Dollars . . What We’ve Learned About Search Marketing: Produces Serious Buyers: The biggest advantage of PPC. If someone types in “homes for sale in Waco, TX” there’s a very good chance they are serious buyers Predictable Lead Source: Good PPC marketing will enable you to have a predictable source of leads every month. Unlike other marketing channels, there are fewer “feast or famine” seasons/periods. Measurable Results: The search engines have well established marketing platforms that allow you to track how your every penny is spent, and make adjustments to maximize your return . .

10. Our Challenge in 2010: . Sold out in 75% of markets Search Engine Marketing becoming more competitive . Our Conclusion: We needed new sources for generating consistenthigh quality leads. The TigerLead New Media Product Was Born!

11. Which New Sources Did We Focus On? . 500M+ active worldwide users; 150M+ active users in the U.S. 50% of active users log on to Facebook in any given day People spend over 700 billion minutes per month on Facebook Facebook . .

12. Facebook Leads: The Good, The Bad, and the Ugly! . Let Them Stay in Facebook: FB users hate to leave Facebook while their browsing. Use a FB application like TL’s “Dream Home Finder” app to keep the user experience inside Facebook. Demographic Targeting: Allows you to get to the “cream of the crop” prospects such as top professionals (ex. Lawyers, Doctors, etc.) or the military or employees of companies with relocation benefits (ex. Employees at Boeing). Sharing is Key: The average 30+ Facebook user has 130 friends, and 50% login daily. When a Facebook user clicks “share” on a home or listing, it gets on average over 1,500 impressions*. Facebook prospects are almost TWICE as likely to share home listings as compared to search engine prospects, and they request almost 5-10X more showing requests. Longer Buying Cycle: Facebook users are typically at the start of their home search, learn to be more patient with these leads, and use social tactics to gain referrals. Facebook Leads Are More Expensive:Paid Ad Facebook Leads are 20-30% more expensive than Search Engine Leads Facebook Leads are Savvier:FB Leads tend to unsubscribe to emails and MLS alerts at a higher % than search engine leads . . . . .

13. Which New Sources Did We Focus On? . Craigslist Craigslist receives 60+ Million US visitors per month; Craigslist receives 30+ Million new posts per month; Craigslist has 400+ territories with “Real Estate For Sale” sections . .

14. Craigslist Leads: The Good, The Bad, and the Ugly! . Control Pricing: CL is one of the few marketing channels where you can pick the homes you want to post and all leads that are interested in this home will be pre-qualified for this price range. Low Cost: Craigslist posts are currently “free” for realtors, factoring in cost of labor, we have found Craigslist leads to be 2-3X cheaper than other marketing channels. More “Ready to Buy” Leads: Craigslist searchers tend to be more serious homebuyers, we have found leads mostly interested in buying within 3-6 months Tech-Savvy Users: Craigslist user tend to be internet power users, and are wary of registration forms. Give them time to explore your listings before asking for contact information. Follow-up Is Important: Craigslist users typically come to your website having only viewed one listing. Follow-up right away by phone calls and emails to understand exactly what they are looking for. Ignore the Bad Information:50% of Craigslist leads either gave bad information or spent very little time on the search site. Once you filter out the “bad” 50%, the remaining leads are of the highest quality of ANY channel looking at homes with higher price points and over 50% returning to the search site within 2 weeks . . . . .

15. Phase 1 New Media Home Search

16. Phase 1 New Media Home Search

17. Phase 1 New Media Home Search

18. Phase 1 New Media Home Search

19. Phase 1 Results . Search Engines have 30% more valid emails than New Media Search Engines have 35% higher return to site than New Media Search Engines have 15% more responses for each email sent . .

20. How We Tackled the Problem . Define “what is a quality lead”? Create a model and system for comparing and monitoring lead quality Create a strong testing matrix to isolate the “levers” for controlling lead quality . .

21. Defining Lead Quality . Valid contact information Frequency of returning to your TL search site Open rate and click through rate of listing alert emails Time on site and user activity within the TigerLead portal Active behavior including favorites, saved searches, CMA’s, showing requests, etc. . . . . Our Predictive Model for Lead Quality:

22. The Feedback Loop

23. Learning From Our Test Matrix Users must define what they’re looking for!

24. How to “Lift” Craigslist Lead Quality . Reduce your Craigslist Pollution as much as possible Be “organic” as much as possible Always send them to a full search Always request visitors to explicitly define their search criteria . . .

25. How to “Lift” Facebook Lead Quality . Match demographic targeting to pricing and interests Let browsers browse (let them search longer) Build user controlled “sharing” and “registration” opportunities Take advantage of Facebook registration levers like “share”, “like”, “accept”, and “send” . . .

26. Phase 2 New Media Home Search

27. Phase 2 New Media Home Search

28. Phase 2 New Media Home Search

29. Phase 2 New Media Home Search

30. Phase 2 New Media Home Search

31. Phase 2 New Media Home Search

32. Phase 2 New Media Home Search

33. Successful Phase 2 Results . Search Engines has only 1% higher return to site than New Media Search Engines have an equal level of valid emails as New Media .

34. Thanks!Presented By: Howard TagerCEO, TigerLead Solutions