Digital has drastically changed the way of Consumers connecting, communicating and committing to the brands and products today. How these big data could help us learn about our consumers better, understanding what they need and anticipating they're going to do next! This knowledge of consumer buying journey is different from offline media.

1. 1 7 M a y 2 0 1 7
Digital Knows Series

2. 2 XX
20
GCN (incl. HK TW & MO)
US CA UK AU IT
KR MY SG
LINKEDIN: https://hk.linkedin.com/in/mediacarrielaw

3. Consumers have
changed the way they
choose brands, and
products.
Source: We Are Social and Hootsuite, Digital in 2017: Southeast Asia report
Digital Knows

4. 4
5.93M
Active Mobile Internet
Users in Hong Kong
6.26M
Active Internet Users
In Hong Kong
5h 59m
Average Daily Use of
Internet in Hong Kong
2h 26m
Average Daily Use of
Internet via Mobile Phone
Consumers have
changed the way they
choose brands, and
products.
Source: We Are Social and Hootsuite, Digital in 2017: Southeast Asia report

5. On-­the-­go, 24x7 brand interactions and purchases
62%
Desktop Share of
Web Traffic
33%
Tablet Devices
Share of Web Traffic
33%
Smart Phone
Share of Web Traffic
36%
Search Product Info
via Mobile Device
23%
Search Product Info
via Desktop
61%
Search Engine via
Mobile Device
42%
Search Engine via
Desktop
> CONNECT
Digital has changed
the way consumers:
> COMMUNICATE
> COMMIT
63%
Check Mail via
Mobile Device
42%
Check Mail via
Desktop
70%
Social Media via
Mobile Device
38%
Social Media via
Desktop
Source: We Are Social and Hootsuite, Digital in 2017: Southeast Asia report

6. Re-­imagine property marketing with digital that meets consumer needs
6
Digital is transforming industries... Property is no different.
Access to any property and property details on-­demand
Create digital experiences and form instant connections
> ALWAYS ONLINE
Engage consumers with interactive photos, videos, and property details
Interactive Neighbourhood Info
> RESEARCHING & SHORTLISTING
Immediate Leads with Click To Call & Messaging functions
> INSTANT COMMUNICATION
Save & Share favourite properties
Crowd Sourced Transport
Digital Entertainment Hubs
Social Recruitment

7. A strong digital
presence in the right
environments is critical
Source: NAR Home Buyers and Sellers Generation Trends Report 2015 & 2014 Profile of Home
Buyers and Sellers
44%
Of homebuyers started their
home search journey online
95%
• Of homebuyers used an online
property website for property
information
51%
• Of homebuyers found the
home they bought on the
internet

8. Sources of influence
when buying a home
4%
12%
16%
72%
92%
95%
Billboard Advertisement
Print Magazines
Print Advertisements
Mobile Search Device
Real Estate Agent
Online Property Website
Information sources used in the home buying journey
Looked Online for Properties (44%)
Contacted a Real Estate Agent (17%)
Researched Buying Process Online (13%)
Visited an Open House (3%)
Other (22%)
Print Advertisement (1%)
Source: NAR Home Buyers and Sellers Generation Trends Report 2015 & 2014 Profile of Home
Buyers and Sellers
First steps taken during the home buying journey
44%
SEARCHED
ONLINE
1%
PRINT
95% of homebuyers used an
online property website for
property information.
44% of homebuyers started
their home search journey online.

9. Internet (51%)
Real Estate Agent (36%)
Open House (8%)
Friend, Relative, or Neighbor (4%)
Print Advertisement (1%)
Source: NAR Home Buyers and Sellers Generation Trends Report 2015 & 2014 Profile of
Home Buyers and Sellers
Where buyer found the home they purchased
1%
PRINT
ADVERTISEMENT
51% of all buyers found the
home they purchased online.
51%
FOUND THEIR
HOME ONLINE
Sources of influence
when buying a home

10. Consumers have
indicated what they
want from the brands,
and products.
Source: We Are Social and Hootsuite, Digital in 2017: Southeast Asia report
Digital Knows

11. Sai Kung has moderate demand matched to supply
Source: Google Analytics March 2017

12. Sai Kung has high demand but relatively low supply
Source: Google Analytics March 2017

13. Search Preference in Jan 2017 – Price Range in HKD
13
GoHome Squarefoot

14. GoHome
Search Preference in Jan 2017 – Size Range for Buy in Sqft
Squarefoot

15. Increase reach with high intent buyers through a presence on both sites
Source: REA Group Global Brand Health Report, Dec 2016. (n=373)
4%
use
both

16. 16
“Nobody counts the
number of ads you run;;
they just remember the
impression you make.”
– Bill Bernbach, Founder DDB
Digital Knows

17. BUYERS
• New launch
• Remnant stock
• First-­time-­homebuyers
• Investors
• Upgraders
Challenge: matching supply & demand
DEVELOPERS

18. Buying property is a high involvement process
LOW INVOLVEMENT HIGH INVOLVEMENT
LOW RISK
LOW PRICE
SHORT TERM
INTANGIBLE
LESS MEASSURABLE
FREQUENT PURCHASE
IMPULSE IS POSSIBLE
PASSIVE
RESISTANT TO PRODUCT
EDUCATION
AWARENESS
TRIAL
HIGH RISK
HIGH PRICE
LONG TERM
TANGIBLE
MEASSURABLE
RARE
PLANNED
ACTIVE
OPEN FOR PRODUCT
EDUCATION
TRUST
REFERRAL

19. An integrated campaign across the consumer property buying journey is
critical to meeting sales and marketing objectives
Trigger
Something has prompted investigation &
deciding whether or not to explore further.
33%
Explore
Exploring and prioritizing search criteria.
36%
Search
Searching for properties that fit specific
criteria.
29%
Pre-­purchase
Putting in offers and/or identifying things
that will need to organize if an offer is
accepted
1%
Purchase
Offer accepted. Processing paperwork
and/or waiting to settle.
Thinking
Doing
Source: REA Group Global Brand Health Report, Dec 2016. (n=373)

20. 4 reasons iProperty helps meet your sales & marketing objectives
DATA &
INSIGHTS
QUALITY OF
AUDIENCE
SCALE &
EXPERTISE
PROPERTY
MARKETING
SOLUTIONS

21. DATA &
INSIGHTS
4 reasons iProperty helps meet your sales & marketing objectives
Applying proprietary research, global trends and a deep understanding of consumer behavior to
deliver optimal consumer experiences and exceptional customer solutions

22. Consumers dream on mobile & connect on desktop
Source: Google Analytics March 2017
Weekly audience by operating system
Apply different content in
different mediums to support
consumers through the
buying journey.

23. Engage with consumers by meeting
demand
Frequency of Watching Online Video
Every Day Every Week Every Month Less Than Once A Month Never
46%
Daily
Source: We Are Social and Hootsuite, Digital in 2017: Southeast Asia report
Create powerful,
meaningful emotional
connections with
online video

24. 55%
Of consumers don’t go past
the 1st page of search
Maximizing your
presence
Source: Google Analytics Jan 2017

25. DATA &
INSIGHTS
QUALITY OF
AUDIENCE
Investing to grow and nurture an audience of high intent property seekers, and connecting our
customers to consumers with the right behavior and preferences to deliver results.
Applying proprietary research, global trends and a deep understanding of consumer behavior to
deliver optimal consumer experiences and exceptional customer solutions
4 reasons iProperty helps meet your sales & marketing objectives

26. 26
For those looking to buy

27. Top information needs
47% Price estimates
42% Interest rates
40% Sold prices
37% Economic trends
36% Mortgage rates
33%
36%
29%
1%
Investigating
Exploring
Searching
Organising offers
Opportunity to influence consumer buying journey
99% investigating,
exploring and searching
Source: REA Global Brand Health Monitor Dec 2016 (Internal)
A highly engaged audience of property seekers and dreamers

28. Age Breakdown
7%
36%
31%
14%
12%
Under 24 25 -­ 34 35 -­ 44 45-­54 55+
67% of the audience are from
age group between 25 – 44 with
strong demand of housing
Gender
48% 52%
Female Male
Family
65% household with kids
11%
22%
27%
27%
Below $180K
$180K -­ $300K
$300K -­ $480K
>$480K
Annual Personal Income
54% earns over
300K annual income
Home Ownership
76%
looking for home
33%
homeowner
Source: GoHome H1 Consumer Sentiment Survey Feb 2017
Source: Global Consumer Satisfaction Survey 2016
GoHome traffic is younger, more affluent families

29. 7%
18%
41%
29%
5%
18 to 24 yrs 25 to 34 yrs 35 to 49 yrs 50 to 64 yrs 65+ yrs
Age BreakdownGender
53% 47%
Female Male
Family
58% household without kids
Annual Personal Income Home Ownership
67%
looking for home
19%
homeowner
Source: Global Consumer Satisfaction Survey 2016
Squarefoot traffic is senior, richer, more niche
70% of the audience are from
age group between 35 – 64 with
strong demand of housing
9%
15%
21%
13%
12%
31%
Below $180K
$180K - $300K
$300K - $480K
$480K - $720K
$720K - $960K
Above $960K
43% of visitors with incomes
between HKD $720,000 -­ $960,000 or above

30. 30
Gohome.com.hk 9,450,000 monthly page views
161,000 registered property seekers
1,522,000 monthly searches
31,600 leads per month
Source: Google analytics March 2017
1 in every 4
visitors
becomes
a lead

31. 31
1 in every 6
visitors
owns
multiple properties
1,620,000+ monthly page views (avg)
152,182 registered property seekers
5,100+ leads per month (avg)
Source: Google Analytics Jan to April 2017;; Squarefoot Internal Monitory
Source: Global Consumer Satisfaction Survey 2016
760,000 monthly searches
Squarefoot.com.hk

32. 32
What the Two Brands tend to be?
Household Structure
Household Income
Age
Located in…
Looking to...
Single Families with children
Medium - High Low - Medium
35 – 49 yrs 25 – 34 yrs
Hong Kong Island New Territories
Rent Property Buy Property
Source: GoHome H1 Consumer Sentiment Survey Feb 2017
Source: REA Global Consumer Satisfaction Report – Jan 2017 (n=574)
Source: REA Global Consumer Satisfaction Report – Jan 2017 (n =174)

33. 33
What Big Data Are Telling Us

34. Find out the buyer’s
psychological budget
and get to know their
affordability
EXPECTATION REALITYvs
SUGGESTED PRICE = psychological budget -­-­-­-­ affordable price

35. 2 M 3 M 4 M 5 M 6 M 7 M 10 M8 M 9 M
35
The Popular Price Range -- with data of
The Popular Price
The price that 54% GoHome user can afford,
with monthly income of 30k to 40k or above
and stress test passed
Property
Price
54% are earning 25k per month or above
63% are looking to buy property of 4M to 8M
40% are looking to buy property of 500 to 800 sqf
65% GoHome household have kids 11%
22%
27%
27%
Below $180K
$180K -­ $300K
$300K -­ $480K
>$480K
With 25k monthly
income, buyer could
afford a unit up to
2.7M*
With 40k monthly
income, buyer could
afford a unit up to
5.3M*
GoHome User Income
Source: Global Consumer Satisfaction Survey 2016
GoHome Internal Monitory, 2017* Presuming the down payment is ready
5.4M 10.6M
Extended Popular Price
Affordability of
combined household
income

36. The Popular Price Range -- with data of
The Popular Price
The price that 43% Squarefoot user can afford,
with monthly income of 60k to 80k or above and
stress test passed
43% are earning 60k per month or above
44% are looking to buy property over 8M
58% are looking to buy property over 800 sqf
With 60k monthly
income, buyer could
afford a unit up to13M*
Squarefoot User Income
9%
15%
21%
13%
12%
31%
Below $180K
$180K - $300K
$300K - $480K
$480K - $720K
$720K - $960K
Above $960K
12 M 13 M 14 M 15 M 16 M 17 M 20 M18 M 19 M11 M10 M9 M8 M
Source: Global Consumer Satisfaction Survey 2016
Squarefoot Internal Monitory, 2017* Presuming the down payment is ready
With 80k monthly income, buyer
could afford a unit up to 17.5M*
Extended Popular Price

37. DATA &
INSIGHTS
QUALITY OF
AUDIENCE
QUALITY OF
AUDIENCE
SCALE &
EXPERTISE
Investing to grow and nurture an audience of high intent property seekers, and connecting our
customers to consumers with the right behavior and preferences to deliver results.
Leveraging the media and property leadership of iProperty Group and REA Group to deliver
innovative and rewarding experiences, and providing exclusive access to buyers worldwide.
Applying proprietary research, global trends and a deep understanding of consumer behavior to
deliver optimal consumer experiences and exceptional customer solutions.
4 reasons iProperty helps meet your sales & marketing objectives

38. Ø Display your property in 11 markets on the
Global Property Network
1. Currency conversion is provided by Open Exchange Rates
2. Property description translations powered by Google
Australia
USA
Italy
Luxembourg
France
Germany
Malaysia
Singapore
Indonesia
Hong Kong & Macau
Thailand
Exclusive access to buyers worldwide
Ø REA Group Global Property Network
includes sites in:
Australia, USA, Italy, Luxembourg, France,
Germany, Indonesia, Malaysia, Singapore,
Thailand, and Macau.
Ø Your listing on the Global Property Network
includes:
-­ Local currency conversion1
-­ Site translation and localisation
-­ Property description translation2
-­ Listing enquiries sent to listing agent

39. Reach Mandarin speaking property buyers in key markets
MyFun audience profile:
77% of visits come from China
17% of visits come from Australia
2% of visits come from Hong Kong
+ Visitors from USA, Taiwan,
Malaysia, Japan, Singapore and
more!
Source: Omniture Site Catalyst. March 2015. Traffic: Geography. Visits.

40. Part of the REA Group
We’re passionate about all things property and digital, and that enthusiasm has spread across the globe

41. DATA &
INSIGHTS
QUALITY OF
AUDIENCE
PROPERTY
MARKETING
SOLUTIONS
QUALITY OF
AUDIENCE
SCALE &
EXPERTISE
SCALE &
EXPERTISE
Investing to grow and nurture an audience of high intent property seekers, and connecting our
customers to consumers with the right behavior and preferences to deliver results.
Leveraging the media and property leadership of iProperty Group and REA Group to deliver
innovative and rewarding experiences, and providing access to buyers worldwide
Partnering to create, manage and optimize a tailored campaign to meet your sales and
marketing objectives
Applying proprietary research, global trends and a deep understanding of consumer behavior to
deliver optimal consumer experiences and exceptional customer solutions
4 reasons iProperty helps meet your sales & marketing objectives

42. Property marketing solutions to meet your sales & marketing objectives
Data & Insights

43. 43
DEVELOPERS

44. Radio
Outdoor
Print Online
Chart Title
Difficulties with attribution, effectiveness & performance across mix
Developer Marketing Mix
Source: Hong Kong Customer Sentiment Survey Dec 2017 (internal)

45. Chart Title
Mass channels dominate digital spend but don’t accelerate buying journey
Developer Marketing Mix
Source: Hong Kong Customer Sentiment Survey Dec 2017 (internal)

46. 75%
of customers will increase their digital spend
next year
Source: Hong Kong Customer Sentiment Survey Dec 2017 (internal)

47. HELPING CLOSE THE
GAP WITH
DIGITAL KNOWS