Created a strategy on how to market AirBnB to other businesses.

1. Group 7

2. AirBnb
To live in this world where one day you can feel like you're home
anywhere and not in a home, but truly home, where you belong. To live in
this world where you can be home, you have to provide hospitality and
hosts provide hospitality. Airbnb is a hospitality company.
Belong Anywhere
Our Mission
Our Vision

3. What is Reality Services?
No, it was not a typo!

4. What We Do: Airbnb Reality
▹ Partnership with Remax
▹ Realty buying/selling on AirBnB’s platform
▸ software/database
▹ “Buy” tab added to Airbnb.com’s filters as well as asking
prices
▹ Prospective buyers are allowed to stay in the homes
they’re interested in, as they would with Airbnb
▹ Gives buyers an opportunity to get a real feeling for the
living space
▸ May leave reviews, and proceed in next steps of
home buying after their stay
▹ Picture themselves in the residence
Our business model
“To revolutionize the home buying
process by making realty dreams a
reality.”

5. Why Remax?
▹ Boasts 44 years of realty excellence in the field
▸ Remax was founded in 1973
▹ They are one of the country’s largest, most productive real estate
sales forces
▸ more than 100,000 sales agents in more than 100 countries
and territories
▹ Positioned as a market leader in the realty industry
▸ Currently owns 26% of the market
▹ Mutually Beneficial Relationship
▸ Remax would reach a new consumer base
▸ AirBnB would diversify their current portfolio by entering a
new-to-the-firm industry

6. Competitors
Our competitors are likely to be other realty companies like :
▹ Century21
▹ Coldwell Banker
▹ Keller Williams Realty, Inc.
As well as other third-party realtor services such as:
▹ Zillow
▹ Trulia

7. What Gives Our Product the Advantage?
▹ We are an already established company within the
hotels industry
▸ We have maintained a steady increase in
profits within the past 17 months
▸ Our past quarter has grossed approximately $1
billion, doubling our previous year’s mark
▸ As of 2017, we are currently valued at around
$31 billion
▹ Obtaining the First-mover Advantage by being the
first real estate service to allow consumers to have a
trial period before purchasing the estate

8. Infographic

9. Market Segmentation & Target Market
▹ Market Segmentation
▸ Real Estate Agencies
(RE/MAX, Century 21,
Keller Williams Realty)
▹ Target Market
▸ RE/MAX
▸ Over 100,000
agents in over 100
countries
Substantiality
Residential property makes
up 75% of global real
estate value ( $162 trillion)
A Good Market
Segment
The combination of these
factors (among others)
make the realtor segment
advantageous for AirbnB
Actionability
Competitive advantage:
realtors can allow clients
to actually stay in a
prospective home
Measurability
Over 86,000 real estate
firms and 2 million
active licenses in the
U.S.
Accessibility
Airbnb is an
internationally known
brand with the ability to
reach realtors

10. SWOT Analysis
▸ Compatibility with established
company and application
▸ Strong brand presence and
differentiation
▸ Realty companies developing their
own technological services
▸ Personal selling aspect of Real
Estate
▸ Partnerships with multiple realty
companies
▸ International expansion
▸ Popularization through video
▸ Difficulty establishing presence in
other industries
▸ Customer trust is in hospitality
industry
▸ Mistrust in pictures, reviews, etc.
online when buying a home
Strengths Opportunities
Weaknesses Threats

11. What is the Customer Need?
▹ Give customer a different home buying experience
▹ Selling homes to hesitant/unsure potential buyers
▹ Give home buyers the option to sample homes
before they buy them
▹ Attract travelers to buy a home in a new area

12. Estimated Size of Potential Market
▹ America’s population expected to gain 27 million in
the next decade
▸ Population growth and reduction in
household size are the biggest drivers of
demand growth
▸ Existing home sales = approximately 6
million a year
▹ 12% growth in the number of first-time home
buyers, from 43 million to 48 million

13. Product Price Point
▹ Flat Fee for Subscription: $998 per month for agencies
▹ Listing Fee: 1.5-2% of Final Sell Price per listing
▸ minimum of $3500-$6000 depending on market
▹ Service fee: 2% for each reservation charged to agency
▸ The normal 6-12% guest service will also be charged for services like customer support
▹ Commission per the sale of each home: 3% of Final Sell Price

14. AirBnb x Remax

15. AirBnb x Remax

16. AirBnb x Remax

17. Our Marketing Strategy

18. Who We Want to Be
Strategy
▸ Show Remax the value
in integrating their
businesses with the
app
▸ Establish brand
partnerships/alliances
throughout the realty
industry; unify identity
of Airbnb with Airbnb
reality
▸ Use Remax partnership
to establish a global
presence
Mission statement
Mission
statement: to
revolutionize the
home buying
process by making
realty dreams a
reality
Tactics
▸ Market Airbnb app as
revolutionary and
optimizing for the realty
industry
▸ Solidify partnerships,
integrating Airbnb realty
into all Airbnb and Remax
platforms
▸ Establish connections with
Remax’s international
locations; list homes
internationally
Goals
▸ Provide Remax with
a consistent base of
new target
customers
▸ Establish profitable
market share in the
realty industry
▸ Expand
internationally
xpand international

19. ▹ Traditional media
▸ (billboards, bus/subway ads)
▹ Social media
▸ Instagram, facebook
▸ Livestreaming showings, sales, etc.
▹ Online
▸ Target homebuyers (Google adwords, SEO content etc)
▸ Push notification alerts along with discount codes for those who
already have the airbnb and remax app on their phones
▸ Ad displays on vacation sites
▹ Personal Selling to real estate companies
Marketing Tactics

20. Thank You