Understanding the Real Estate Consumer Journey

Transcription

Understanding the Real Estate
Consumer Journey
Clickstream Research into Real Estate
– 2013 France
Real Estate | FR
Source: Nielsen NetView France January-June 2013
Google Confidential and Proprietary
1
Executive Summary
January-June 2013
20.5m are active in the online Real Estate market, with those purchasing attracting
the largest number of visitors
SEARCH
GENERIC
Search is an important part of the customer journey. 77% use search at anytime
throughout their online journey. Usage highest amongst those that convert (88%)
and amongst those that are looking to rent (74%)
Nearly two thirds (67%) of searchers conducted Generic searches accounting with
those looking for New Homes being the most likely to use Generic terms (76%).
54% of those that convert when looking to buy use Generic terms up to their first
conversion, the highest compared to conversion in other sub segments
Those that use sponsored search are 1.5 times as likely to make a conversion than
the average user in the Real Estate market
This increases to 1.8 times as likely when looking at the those that convert within
Purchase
Those YouTube users quoting or converting in the online Real Estate market visit
YouTube more frequently than the average YouTube user
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Key Metrics | 2013 v 2011
Total
Purchase
Rent
Sell Out
2011
2013
2011
2013
2011
2013
2011
2013
Unique Audience
(000s)
19,552,959
20,510,168
16,317,116
17,736,381
11,663,534
11,110,145
2,759,637
4,620,631
Time Per Person
2:41:21
2:40:00
2:22:08
2:19:11
1:57:25
1:55:25
0:15:20
0:28:59
Average Journey
Length (Days)
74.1
75.4
66.8
69.2
59.8
53.7
20.0
26.1
Sites Per Person
5.5
5.1
4.9
4.4
4.0
3.5
2.0
2.2
Site Visits Per
Person
23.9
21.3
20.2
17.7
15.0
13.2
3.2
3.6
Base: All those in the Real Estate market 2011 v 2013
Note: Audience by sub segment in the Real Estate market. New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New
Homes Purchase’
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Consumer Journey
Methodology and Definitions
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Methodology
• Custom analysis of Nielsen's NetView metered panel
Period of analysis: January-June 2013
• Analysis based on:
– Only Internet users that visit the pre-defined NetView Category: Real Estate included
– Recoded to Google classification criteria
– visits of selected sites (research), information, quotation or conversion on selected sites (Real
Estate websites and Real Estate sections of e.g. online newspapers) included
– An event can only happen once in a single site/session, this avoids double-counting occasions
where a conversion involves multiple URLs
– A start event is determined as the first Real Estate related activity in the period of analysis
– Up to 1st event: Activity analysed between start and 1st event i.e. Conversion
– Analysis restricted to Adults 21+
– Both search (i.e. Search on Search Engines) and research i.e. visitation to product pages is
recorded within this analysis
– Unique search terms categorised according to Google’s classification structures (Brand Only
Terms, Brand with Other, Generic)
– Referrals to data set are also included to identify non-search clickthroughs
– Analysis within the report excludes Applications
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Methodology: Key
2 separate segmentations included within the analysis: Sample Sizes Shown
Internet User
Segmentation
Product Segmentation
New Homes
Investment*
Purchase*
Total
Purchase
Rent
Sell Out
Rent Out
Total
5,928
5,136
3,173
1,317
387
659
Conversion
1,483
761
493
488
307
12
746
729
123
201
12
86
13
3,623
3,554
2,536
529
61
540
184
76
92
21
99
7
21
11
Quotation
Information
Research
208
Internet User Segmentation | Definition
Research
Information
Quotation
Conversion
Anyone who has not
performed a
Conversion,
Quotation or
Information event
Anyone who has not
made a Conversion
or Quotation event
but has made a valid
property search or
viewed details of
a property
Anyone who has not
made a Conversion
event but has asked
for a quote, requested
a brochure or created
an account
Anyone who has
posted an ad, clicked
on a contact form,
printed or send
details to a friend
*Note: New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New Homes
Purchase’
Analysis on sub segments indicated in sample by italics are to small to report on and are not included within the report
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Methodology: Key
Real Estate | FR
Sample Size: 5,928
Please note: Only Real Estate related activity is included
Category: Site Designations
Classifieds
(Multi-cats)
RealEstate
Classifieds
Leboncoin.fr
SeLoger.com
Networks
ORPI
Home/Property
Loan
Meilleurtaux.com
Credit Immo
Maps
Google Maps
Information
Press
Meilleurs
Agents
ouestfranceimmo
New Homes
immoneuf.com
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Tax
Exemption
Nexity
Investissement
Immobilier
Definitions
• Category Referral = clicked link from
another website
• Non-category referral = clicked link from
another website which is not Real Estate
related or search
• Natural Search = SEM clickthroughs from a
search engine
• Sponsored search = PPC clickthroughs
from a search engine
• Direct = No referral route information was
obtained. It may be from bookmark, history,
typed URL in address bar, or a link from
another PC application.
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Consumer Journey
Market Profile
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20.5m are active in the Real Estate online market, with those purchasing
[buying a home] attracting the largest number of visitors
Real Estate: 20,510,168
% of Real
Estate Market
Unique Audience (000s)
Purchase
17 736 381
Rent
11 110 145
Sell Out
4 620 631
New Homes
Purchase
Rent Out
Investment
2 518 529
1 417 698
768 422
86%
54%
23%
12%
7%
4%
Base: All those in the Real Estate market
Note: Audience by sub segment in the Real Estate market. New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New
Homes Purchase’
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61% gather information e.g. view property details, 13% get a quote e.g. request
a brochure, and 25% convert e.g. click on contact form
Real Estate: 20,510,168
1%
Research
252,132
61%
Information
12,444,402
13%
Quotation
2,606,529
25%
Conversion
5,207,104
Note: Type of activity in the Real Estate market. Segments are hierarchical and mutually exclusive. Percentages may not add up to 100% due to rounding
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Unique Audience | Overlap
Audience
Information
Purchase
Rent
Sell Out
Rent Out
Purchase
17,014,532
8,489,490
2,077,127
299,662
New Homes
Purchase
2,326,509
Rent
8,489,490
10,990,557
1,420,575
308,815
1,336,006
494,808
Sell Out
2,077,127
1,420,575
2,575,375
108,264
603,311
202,751
Rent Out
299,662
308,815
108,264
351,873
101,888
45,816
2,326,509
1,336,006
603,311
101,888
2,326,509
705,545
Investment
705,545
494,808
202,751
45,816
705,545
705,545
Purchase
100%
50%
12%
2%
14%
4%
Rent
77%
100%
13%
3%
12%
5%
Sell Out
81%
55%
100%
4%
23%
8%
Rent Out
85%
88%
31%
100%
29%
13%
New Homes Purchase
100%
57%
26%
4%
100%
30%
Investment
100%
70%
29%
6%
100%
100%
% Audience
New Homes Purchase
Investment
705,545
Base: Those who gather information in the Real Estate market
Note: Audience Overlap by sub segment in the Real Estate market. New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and
‘New Homes Purchase’
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Different Real Estate activity drives different behaviour e.g. a lower proportion
convert amongst purchasers compared to sellers
2%
15%
6%
15%
4%
15%
14%
37%
78%
16%
88%
Conversion
Quotation
69%
82%
80%
40%
Information
3%
Research
2%
1%
7%
16%
2%
Purchase
Rent
Sell Out
Rent Out
3%
New Homes
Purchase
6%
Investment
Base: Those visiting sub segments within the Real Estate market
Note: Type of activity by sub segment in the Real Estate market; New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and
‘New Homes Purchase’ Figures may not add up to 100% due to rounding
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Those in the online Real Estate market follow the internet population profile in
terms of age and gender
21-49
Women
Conversion 55%
Quotation 47%
Conversion 66%
Quotation 62%
Information 50%
Information 57%
Total Real Estate 60%
Internet Profile 58%
1
4
Gender
1
Age
6
4
2
1
3
Profile %
Profile %
2
3
2
1 = Men
2 = Women
1 = 21-34 3 = 50-64
2 = 35-49 4 = 65+
Note: Profile of those that gather information, get a quote or convert within the Real Estate market; Figures: Profile %
Real Estate | FR
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Those who convert in the online Real Estate market, however, are more likely to
be women and aged 21-49
21-49
Women
Conversion 55%
Quotation 47%
Conversion 66%
Quotation 62%
Information 50%
Information 57%
1
4
Gender
1
Age
6
4
2
1
3
Profile %
Profile %
2
3
2
1 = Men
2 = Women
1 = 21-34 3 = 50-64
2 = 35-49 4 = 65+
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Silver Surfers in the Real Estate market are more likely to gather information
than get a quotation or convert
Silver Surfer
Conversion 34%
Quotation 38%
Information 43%
Total 40%
1
50+
Profile %
2
1 = Silver surfer (50+)
2 = Other
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Different genders drive different online Real Estate behaviour e.g. women are
more likely to get quotations when wanting to rent a property but less likely to
get quotations when renting out properties online
49%
51%
48%
58%
48%
54%
39%
52%
59%
64%
54%
53%
49%
50%
55%
47%
Total | 51%
50%
Women | Profile %
Conversion
Quotation
Information
Total
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Note: Women (gender) profile of those that gather information, get a quote or convert within Real Estate sub segments; Figures: Profile %
New House Purchase is a sub segment of ‘Purchase’ and Investment is a sub segment of ‘Purchase’ and ‘New Homes Purchase’
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21-49s are more likely to convert across all sub segments within Online
Real Estate
64%
59%
58%
63%
61%
68%
60%
58%
65%
47%
64%
68%
67%
66%
62%
57%
Total | 60%
57%
21- 49 | Profile %
Conversion
Quotation
Information
Total
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Note: Age 21-49 profile of those that gather information, get a quote or convert within Real Estate sub segments; Figures: Profile %
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Consumer Journey
The Journey
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Those that look convert are the most active in the online Real Estate market,
visiting more sites per person and conducting more searches
Those that get a quote are more likely to use generic
terms than those who gather information or convert
Sites
per
person
Searches
Per
Searchers
% of searchers
that use Generic
Terms
Searchers
(%)
Total
5.1
77%
14.2
67%
Information
3.3
72%
6.4
62%
Quotation
7.3
83%
13.7
77%
Conversion
8.5
88%
29.6
71%
1st Entry Point
in Journey*
(% of those concerned
by this behaviour)
Google
Search
Google
Search
Google
Search
Google
Search
1st Entry Point
in Event
Session*
(% of those concerned
by this behaviour)
Google
Search
Google
Search
Google
Search
Classifieds
(Multi Cat)
Base: All, those that gather information, get a quote or convert within in the Real Estate market
Note: Activity of All versus Information, Quotation and Conversion in the Real Estate market
*Based on Top entry channel
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Those looking to buy [Purchase] tend to be more active compared to the
visitors of other sub segments
Total
Avg. Journey (Days)
H
Sites per Person
Purchase
H
69.2 days
L
Rent Out
L
15.8 days
Rent
Rent Out
56% search
H
New Homes Purchase
L
Rent Out
28% of searchers
L
New Homes Purchase
21 mins 51 sec
Purchase
Investment
2.7 searches
% of searchers whose very
first search term is Generic
H
76% of searchers
L
1.7 sites
2 hrs 19 mins 11 secs
12.3 searches
% of searchers that
use Generic terms
H
Rent Out
Purchase
Searches per searcher
74% search
L
H
4.4 sites
Searchers (%)
H
Purchase
Time Spent per Person
New Homes Purchase
67% of searchers
L
Rent Out
23% of searchers
H = Highest
L = Lowest
Note: Activity of all in the Real Estate market. Highest and Lowest sub segment shown
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Those looking to buy [Purchase] tend to visit more sites [4.4] but those that are
looking to rent are more likely to search [74%]
Searches Per Searchers
Purchase
Rent
New Homes
Purchase
Sell Out
Investment
2,8
1,7
2,7
1,8
3,7
2,2
4,6
2,4
3,5
4,4
9,5
12,3
Sites Per Person
Rent Out
28%
56%
70%
68%
63%
73%
76%
73%
60%
73%
57%
74%
Searchers (%)
Searchers who use Generic Terms (%)
Rent
Investment
New Homes
Purchase
Purchase
Sell Out
Rent Out
Note: Activity of all in the Real Estate market.
Real Estate | FR
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Those that get quotes are more likely to use Generic terms
up to their first quotation
Sites
per
person
Avg.
Journey
(Days)
Searchers
(%)
Searches
Per
Searchers
% of searchers
that use
Generic Terms
Up To Information
1.4
1.3
55%
1.6
48%
Up To Quotation
4.1
32.3
71%
6.4
68%
Up To Conversion
4.4
42.1
75%
10.8
53%
On average 4 sites are visited and 11 searches per
searcher are conducted before the first Conversion
Base: Those that gather information, get a quote or convert within in the Real Estate market
Note: Activity for Information, Quotation and Conversion in the Real Estate market UPTO the first event
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Those that are looking to sell are most likely to search and use generic terms
before the first visit to an information page
Up To Information
Avg. Journey (Days)
H
Purchase
Sites per Person
H
1.4 days
L
Rent Out
0.004 days [6 mins]
1.5 sites
L
Searchers (%)
H
Sell Out
Purchase
52% search
Rent Out
1.3 sites
H
75% search
L
Sell Out
New Homes Purchase
2.1 searches
L
Rent Out
1.7 searches
% of searchers that
use Generic terms
H
Sell Out
H = Highest
L = Lowest
91% of searchers
L
Purchase
42% of searchers
Base: Those that gather information in the sub segments of the Real Estate market.
Note: Activity for those that gather Information within the Real Estate sub segments UPTO the first event. Highest and Lowest sub segment shown
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Those that are looking to rent are most active: visiting more sites and are more
likely to searching before the first visit to a quotation page
Up To Quotation
Avg. Journey (Days)
H
Rent
Sites per Person
H
41.2 days
Sell Out
L
4.6 days
4.0 sites
L
Searchers (%)
H
Rent
Sell Out
53% search
Sell Out
1.8 sites
H
84% search
L
Rent
Rent
10.1 searches
L
New Homes Purchases
2.8 searches
% of searchers that
use Generic terms
H
Sell Out
H = Highest
L = Lowest
78% of searchers
L
Purchase
68% of searchers
Base: Those that get a Quotations in the sub segments of the Real Estate market.
Note: Activity for those that Quotations within the Real Estate sub segments UPTO the first event. Highest and Lowest sub segment shown
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Those that are looking to buy are more active, spending longer in the market,
visiting more sites and conducting more searches per person before converting
Up To Conversion
Avg. Journey (Days)
H
Purchase
Sites per Person
H
46.8 days
L
Rent Out
1.2days
4.9 sites
L
Searchers (%)
H
Purchase
Rent Out
45% search
Rent Out
1.5 sites
H
79% search
L
Purchase
Purchase
12.5 searches
L
Rent Out
2.0 searches
% of searchers that
use Generic terms
H
Purchase
54% of searchers
L
H = Highest
L = Lowest
Rent Out
10% of searchers
Base: Those that convert in the sub segments of the Real Estate market.
Note: Activity of those that convert within the Real Estate sub segments UPTO the first event. Highest and Lowest sub segment shown
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Key Metrics | By Product Segment
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
0,0
11,6
0,1
1,2
0,0
4,4
4,6
0,1
0,8
38,6
41,2
46,8
1,4
33,0
Average Journeys (Days) | Up To First Event
Investment
1,5
2,1
1,4
1,5
1,3
1,7
1,8
1,5
3,7
4,0
1,4
Up To Quotation
1,4
Up To Conversion
4,9
4,0
Sites per person | Up To First Event
Up To Information
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Base: Those that gather information, get a quote or convert within sub segments in the Real Estate market
Note: Activity for Information, Quotation and Conversion within the Real Estate sub segments UPTO the first event
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Key Metrics | By Product Segment
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
68%
72%
64%
45%
63%
51%
53%
75%
71%
84%
59%
79%
52%
70%
Searchers (%) | Up To First Event
Investment
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
1,9
2,8
2,1
2,0
1,7
2,3
1,8
2,8
9,3
10,1
1,7
6,0
1,7
12,5
Searches by Searcher | Up To First Event
Investment
Up To Information
Purchase
Rent
Sell Out
Rent Out
Base: Those that gather information, get a quote or convert within sub segments in the Real Estate market
Note: Activity for Information, Quotation and Conversion within the Real Estate sub segments UPTO the first event
Real Estate | FR
New Homes
Purchase
47%
72%
70%
10%
64%
21%
78%
91%
46%
70%
44%
54%
Up To Quotation
68%
Up To Conversion
42%
% of Searchers who use Generic Terms | Up To First Event
Investment
27
Google Search is important at the start of the journey - the first entry point
into the market regardless of activity is via Google Search
Top 5 First Entry Points
Audience (%)
Information
45%
Google Search
Classifieds (Multi
Cat)
RealEstate
Classifieds
Other: Search
Other: Member
Communities
Quotation
15%
12%
7%
3%
40%
Google Search
RealEstate
Classifieds
Classifieds (Multi
Cat)
Conversion
10%
8%
41%
Google Search
Classifieds (Multi
Cat)
31%
RealEstate
Classifieds
7%
6%
Quotation
6%
Other: Search
Other: E-mail
5%
Other: E-mail
3%
Base: Those that gather information, get a quote or convert within the Real Estate market
Note: The first entry point of those that gather information, get a quote or convert; An entry point is defined as the first relevant content page visited, however if this is referred from
another web page the referring page is used. The most likely entry relevant category is shown for both the very first relevant content page.
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Google Search is a primary entry point for into the category for all activity
across sub segments but is superseded by Classifieds (multi-cat) when to
comes to conversions for those that are looking to sell or rent out
First Entry Points
Information
Quotation
Conversion
First entry point is the same
in all sub segments:
First entry point for
Purchase & RENT is:
Google Search
Google Search
Google Search
For SELL OUT & RENT OUT it
is:
Classifieds (Multi-Cat)
Base: Those that gather information, get a quote or convert within the sub segments in the Real Estate market .
Note: First entry point of events; An entry point is defined as the first relevant content page visited, however if this is referred from another web page the referring page is used. The
most likely entry relevant category is shown for both the very first relevant content page.
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The first touch point in the event session is Google Search except for
conversions where Classifieds (multi-cats) is also predominant
Top 5 Event Session Entry Points
Audience (%)
Information
47%
Google Search
Classifieds (Multi
Cat)
RealEstate
Classifieds
Other: Search
Other: Member
Communities
Quotation
15%
12%
7%
3%
Conversion
39%
Google Search
Classifieds (Multi
Cat)
39%
39%
Home/Property Loan
13%
Google Search
Quotation
12%
Other: Search
6%
RealEstate
Classifieds
7%
Other: E-mail
4%
Other:
Directories/Local
Guides
6%
RealEstate
Classifieds
4%
Note: The entry points within event session of those that gather information, get a quote or convert; An Entry Point is defined as the first relevant content page visited,
however if this is referred from another web page the referring page is used. Based on the session when the event occurred
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The first touch point in the event session is Google Search across all
sub segments except for conversion in Rent, Sell Out & Rent Out
where Classified (multi-cats) lead
Event Session Entry Points
Quotation
Conversion
Google Search
Google Search
Classifieds (multi-cat)
Information
except for:
Purchase
where the top entry point is:
Google Search
Base: Those that gather information, get a quote or convert within the sub segments in the Real Estate market
Note: Top 2 entry points within the event session of those that gather information, get a quote or convert; An Entry Point is defined as the first relevant content page visited,
however if this is referred from another web page the referring page is used. Based on the session when the event occurred.
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Consumer Journey
Search
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3 out of 4 of those who convert use search beforehand
Sponsored
Searchers (%)
Searchers (%)
Up to Conversion 75%
Up to Quotation 71%
Up to Conversion 30%
Up to Quotation 33%
Up to Information 11%
Up to Information 55%
Base: All
Period: UP TO
First Event
Base:
Searchers
Period: UP TO
First Event
Base: All and searchers in the Real Estate market
Note:% of searchers and % of searchers that use sponsored search UP TO the first event. Searches are defined as only those that lead to a relevant website.
A sponsored search/Link is one that requires a Search Engine redirect to point it to the website.
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Those that convert are more likely to use 6 or more searches up to the first
conversion event
% of searchers up to the first event
100%
Up To Information
90%
Up To Quotation
80%
Up To Conversion
70%
60%
50%
40%
30%
20%
10%
100+ searches
90 - 99 searches
80 - 89 searches
70 - 79 searches
60 - 69 searches
50 - 59 searches
40 - 49 searches
30 - 39 searches
25 - 29 searches
20 - 24 searches
15 - 19 searches
10 - 14 searches
6 - 9 searches
1-5 searches
0%
Base: All, those that gather information, get a quote or convert who search within in the Real Estate market
Note: Number of searches made UP TO the first event. Searches are defined as only those that lead to a relevant website.
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Those looking to rent are most likely to search up to the first quotation, whereas
it is those looking to buy that are most likely up to the first conversion
68%
72%
64%
45%
63%
51%
53%
75%
71%
84%
59%
79%
52%
70%
Searchers (%) Up To First Event
Up To Information
Up To Quotation
Up To Conversion
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Average searches per searcher
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Up To Information
1.7
1.7
1.8
1.7
2.1
1.9
Up To Quotation
6.0
10.1
2.8
12.5
9.3
2.3
Up To Conversion
2.8
2.0
Note: % of searchers in different segments within Real Estate sub segments UP TO the first event. Searches are defined as only those that lead to a relevant website.
Real Estate | FR
35
Those looking to Purchase are most likely to use sponsored search up to the
first conversion event
45%
20%
23%
9%
12%
30%
36%
5%
29%
40%
31%
11%
Up To Quotation
12%
Up To Information
25%
Sponsored Searchers (%)
Up To Conversion
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Base: Searchers visiting sub segments in the Real Estate market
Note: % of searchers using sponsored search in that get a quote, visit Quotation pages or Conversion within Real Estate sub segments UP TO the first event
Real Estate | FR
36
More searchers used Generic search terms up to an information and
quotation event and brand only up to a conversion event
Up To Information
Up To Quotation
Searchers %
Up To Conversion
Searchers %
Searchers %
68%
48%
44%
75%
53%
51%
26%
16%
10%
Brand
Only
46%
Brand Generic
with
Total
Other
Searches
Brand
Only
38%
45%
9%
Brand Generic
with
Other
54%
Brand
Only
34%
Searches
8%
Brand Generic
with
Other
Searches
56%
10%
Base: All, those that gather information, get a quote or convert who search within in the Real Estate market
Note :% of searchers and % of searches that used generic, brand only terms & brand with other text UP TO the first event;
Searches are defined as only those that lead to a relevant website
Real Estate | FR
37
Those who convert within Purchase are most likely to use Generic terms before
the first conversion event
47%
72%
64%
70%
78%
21%
Up To Conversion
Up To Quotation
10%
46%
44%
54%
42%
68%
70%
91%
Generic Searchers (%) Up To First Event
Up To Information
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Note: % of searchers in different segments within Real Estate sub segments that use GENERIC terms UP TO the first event.
Searches are defined as only those that lead to a relevant website.
Real Estate | FR
38
36% of searches up to the first conversion amongst those looking to rent
utilised generic terms.
47%
63%
69%
36%
9%
42%
35%
20%
Up To Conversion
30%
45%
41%
69%
83%
90%
Generic Searches (%) Up To First Event
Up To Quotation
Up To Information
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Note: % of GENERIC searches in different segments within Real Estate sub segments that use GENERIC terms UP TO the first event. Searches are defined as only those that
lead to a relevant website.
Real Estate | FR
39
The majority of those who request a quote or convert and search used both
brand and generic terms when searching in the Real Estate market
% of searchers
13%
Generic Only
29%
Both
38%
36%
33%
57%
Brand Only
26%
33%
38%
Total
Information
45%
23%
Quotation
29%
Conversion
Base: All, those that gather information, get a quote or convert who search within the Real Estate market
Note: The figures shown are the number of people who have made both or only one type of search which lead to a
relevant site; Searches are defined as only those that lead to a relevant website
Real Estate | FR
40
Those that looking to buy and rent that convert are more likely to use both
generic and brand terms
% of searchers
Purchase
Rent
Sell Out
11%
Generic
Only
7%
15%
28%
33%
Rent Out
35%
17%
7%
34%
18%
63%
68%
Both
60%
24%
46%
19%
90%
47%
47%
86%
1%
65%
Brand
Only
9%
46%
43%
25%
39%
29%
20%
37%
3%
23%
Conversion
Quotation
Information
Conversion
Quotation
Information
Conversion
Quotation
Information
Conversion
Quotation
Information
6%
Base: All, those that gather information, get a quote or convert within the sub segments in the Real Estate market
Note: The figures shown are the number of people who have made both or only one type of search which lead to a relevant site; Searches are defined as only those that lead to a
relevant website
Real Estate | FR
41
Those that seek information about new homes are more likely to use brand
terms than generic or both
% of searchers
New Homes
Purchase
Generic
Only
Investment
41%
51%
62%
Both
16%
26%
13%
Brand
Only
Conversion
Quotation
Quotation
Information
23%
Conversion
25%
Information
43%
Base: All, those that gather information, get a quote or convert within the sub segments in the Real Estate market
Note: The figures shown are the number of people who have made both or only one type of search which lead to a relevant site; Searches are defined as only those that lead to a
relevant website
Real Estate | FR
42
Amongst those that gather information, Brand searches tend to lead to further
Brand searches and Generic searches tend to lead to further Generic searches
Information
Search
1st Search
Brand
Generic
50%
50%
2nd Search
B
G
N
B
G
N
52%
11%
38%
11%
51%
39%
3rd Search
B = Brand
G= Generic
N = No further searches
B
B
B
B
61%
20%
52%
12%
G
G
10%
53%
G
17%
65%
G
N
N
N
N
29%
27%
31%
23%
Base: Those that gather information within the Real Estate market
Note: Each of the first three category searches performed by the audience. Figures Tree: % of Searchers, Searches are defined as only those that lead to a relevant website. Figures
may not add up to 100% due to rounding
Real Estate | FR
43
Amongst those who visited quotation pages 55% of first searches used generic
terms, the highest proportion compared to those that seek information or convert
Search
Quotation
1st Search
Brand
Generic
45%
55%
2nd Search
B
G
N
B
G
N
66%
14%
19%
17%
60%
24%
3rd Search
B = Brand
G= Generic
B
B
B
B
67%
22%
50%
11%
G
G
19%
70%
G
43%
76%
G
N
N
N
N
14%
8%
7%
13%
Base: Those that visit Quotation pages within the Real Estate market
Note: Each of the first three category searches performed by the audience. Figures Tree: % of Searchers, Searches are defined as only those that lead
to a relevant website. Figures may not add up to 100% due to rounding
Real Estate | FR
44
Amongst those that converted two-thirds of first searches used brand terms, the
highest proportion compared to those that gather information or request a
quotation
Conversion
Search
1st Search
Brand
Generic
65%
35%
2nd Search
B
G
N
B
G
N
71%
17%
12%
21%
67%
12%
3rd Search
B = Brand
G= Generic
B
B
B
B
75%
27%
59%
17%
G
G
14%
61%
G
25%
72%
G
N
N
N
N
11%
12%
17%
11%
Base: Those who convert within the Real Estate market
Note: Each of the first three category searches performed by the audience. Figures Tree: % of Searchers, Actual: Audience (m); Searches are defined
as only those that lead to a relevant website. Figures may not add up to 100% due to rounding
Real Estate | FR
45
Brand searches are most likely to be used than Generic within the first search
across those looking to buy and rent
1st Search
Information
Quotation
Brand
Generic
Brand
Conversion
Generic
Purchase
56%
44%
54%
46%
Rent
57%
43%
50%
50%
Sell Out
Rent Out
New Homes Purchase
Investment
9%
91%
40%
31%
52%
24%
76%
60%
69%
Brand
Generic
68%
77%
23%
82%
18%
90%
42%
32%
10%
58%
48%
Note: Each of the first category searches performed by the audience. Figures Tree: % of Searchers, Searches are defined as only those that lead to a
relevant website. Figures may not add up to 100% due to rounding
Real Estate | FR
46
Consumer Journey
Websites
Real Estate | FR
47
SeLoger is the most important site for those seeking information or getting quotes
when looking for New Homes to Purchase
New Homes Purchase | Top Sites
Information (%)
SeLoger.com
Quotation (%)
803
immoneuf.com
377
trouver un
logement neuf
313
SeLoger.com
156
immoneuf.com*
63
Explorimmo*
58
Explorimmo
234
Icade Immobilier
Neuf*
57
Logic-immo.com
215
Bouygues
Immobilier*
53
Icade Immobilier
Neuf
206
Bouygues
Immobilier
190
Google Maps
172
Nexity
Logement*
96
Mappy*
78
Base: Those visiting ‘New Homes Purchase’ within the Real Estate market
Note: % of those that gather information and get a quote who visited different types of ‘New Homes Purchase’ websites;
*CAUTION: Small sample size. Please use for qualitative purposes only
Real Estate | FR
48
The first website visited differs across the sub segments but there is an
indication that Leboncoin.fr is important across Purchase and rent
First Visited Website | Top Website
% of e.g. information gatherers within Real Estate
Information
Quotation
Conversion
PURCHASE
Leboncoin.fr Immo
44%
Meilleurtaux.com
Credit Immo
15% Leboncoin.fr Immo
82%
RENT
Leboncoin.fr Immo
59%
PAP
91%
SELL OUT
MeilleursAgents
71%
MeilleursAgents
88%
RENT OUT
LaCoteImmo.com
40%
Leboncoin.fr Immo
90%
NEW HOMES
PURCHASE
SeLoger.com
30%
INVESTMENT SeLoger.com
63%
SeLoger.com
33%
Note: Top: First website visited. Based on Audience.
Real Estate | FR
49
Leboncoin.fr is the most visited website up to all events.
Website Visitation Up To The Event | Top 10
Information (%)
Leboncoin.fr Immo
SeLoger.com
43%
14%
Quotation (%)
Leboncoin.fr Immo
34%
Conversion (%)
Leboncoin.fr Immo
90%
SeLoger.com
26%
SeLoger.com
24%
Logic-immo.com
17%
PAP
16%
Google Maps
16%
27%
Logic-immo.com
5%
Meilleurtaux.com
Google Maps
5%
Meilleurtaux.com
Credit Immo
PAP
4%
PAP
MeilleursAgents
4%
Logic-immo.com
14%
Vivastreet
9%
LaVieImmo
4%
MeilleursAgents
14%
ouestfranceimmo.com
8%
A Vendre A Louer
3%
A Vendre A Louer
11%
ORPI
8%
La Provence
Immobilier
2%
Google Maps
11%
ParuVendu.fr
8%
Explorimmo
2%
Explorimmo
Mappy
8%
21%
17%
9%
Note: Top 10 websites visited UP TO the first event
Real Estate | FR
50
The most visited websites up to the event differs across the sub segments but
there is an indication that Leboncoin.fr is an important site amongst those
looking to buy and rent
Website Visitation Up To the Event | Top Website
% of e.g. information gatherers within Real Estate
Up to Information
Up to Quotation
Up to Conversion
PURCHASE
Leboncoin.fr Immo
44%
Leboncoin.fr Immo
39%
Leboncoin.fr Immo
90%
RENT
Leboncoin.fr Immo
60%
Leboncoin.fr Immo
47%
Leboncoin.fr Immo
96%
SELL OUT
MeilleursAgents
71%
MeilleursAgents
51%
Leboncoin.fr Immo
89%
RENT OUT
LaCoteImmo.com
40%
Leboncoin.fr Immo
90%
NEW HOMES
PURCHASE
SeLoger.com
30%
INVESTMENT SeLoger.com
63%
SeLoger.com
39%
Note: Top website visited up to event. Based on Audience.
Real Estate | FR
51
Consumer Journey
Conversions
Real Estate | FR
52
Audience movement during the Information session is complex and non linear
Information
Start Points in Grey
Total Google Search
(incl. Sponsored)
RealEstate12% 6%
Classifieds
Quotation
2%
2%
Press
46%
0.4%
1%
6%
10%
11%
15%
Classifieds
(Multi-cat)15%
38%
6%
Referrals
16%
47%
6%
9%
Maps
1%
Other Search
1%
3%
Home/
Property Loan
7%
3%
14%
Networks
1%
New Homes
0.6%
1%
Base: Those who gather information in the Real Estate Market
Note: The movement of audience between sites during a session up to where the Information event took place; * Referral refer only to where the Information website is the first
relevant content website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the Information session.
(Only Audience movements above 1% shown)
Real Estate | FR
53
Google plays an important role within Quotation session
Quotation
5%
Total Google Search
(incl. Sponsored)
Quotation
12%
20%
14%
Home/Property
Loan 13%
2%
RealEstate 7%
Classifieds
2%
6%
28%
8%
Networks
17%
1%
8%
6%
3% 33%
Referral
23%
2%
21%
39%
2%
1%
4%
1%
2%
New Homes
21%
Classifieds
(Multi-cat)
18%
1%
1%
Other Search
6%
Maps
2%
Base: Those that visit Quotation pages in the Real Estate Market
Note: The movement of audience between sites during a session up to where visitation to Quotation pages took place; * Referral refer only to where the quotation website is
the first relevant content website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the visitation session.
Real Estate | FR
54
The path to conversion is complex and involves many touch points
with Google playing an important role
Conversion
7%
Total Google Search
(incl. Sponsored)
2%
6%
Maps
14%
Other Search
RealEstate
Classifieds 4%
25%
Networks
11%
1%
6%
13%
7%
6%
14%
8%
14%
20%
39%
10%
1%
1% 52%
1%
Quotation
Referral
New Homes
15%
1%
1%
Home/
Property Loans
Classifieds
(Multi-cat)39%
9%
Base: Conversion in the Real Estate Market
Note: The movement of audience between sites during a session up to where the Conversion took place; * Referral refer only to where the conversion website is the first
relevant content website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the visitation session.
Real Estate | FR
55
The path is complex and involves many touch points with Google
playing an important role
Total
RealEstate
Classifieds 9%
Total Google Search
(incl. Sponsored)
11%
20%
Maps
0.4%
12%
39%
Networks
1%
5%
Other Search
7%
Referral
6%
34%
12%
Quotation
2%
15%
44%
6%
5%
Press
5%
Home/ 2%
Property Loans
1%
Classifieds
(Multi-cat)30%
17%
Base: Allin the Real Estate Market
Note: The movement of audience between sites during a session up to where the activity took place; * Referral refer only to where the website is the first relevant content
website to be visited in the session.; Arrows represent proportion of audience who go from one site type to another in the visitation session.
Real Estate | FR
56
Users are likely to use search as a route to information, quotation
and conversion
Route to ‘Information’
Route to ‘Quotation’
Direct = 32%
Direct = 30%
Category Referral = 2%
Non category referral = 14%
Information
19,926,408
Natural Search = 47%
Sponsored Search = 5%
Quotation
4,603,245
Route to ‘Conversion’
Direct = 42%
Conversion
5,207,104
Note: All the routes taken to reach a website when gathering information, getting a quote, or converting
Real Estate | FR
57
Use of sponsored search is most apparent in Purchase and Rent up to the first
quotation and conversion event
5%
20%
23%
9%
12%
30%
36%
29%
31%
Up To Quotation
11%
Up To Conversion
12%
25%
40%
45%
Sponsored Searchers (%) Up To First Event
Up To Information
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Note: % of searchers using sponsored search in different segments within Real Estate sub segments UP TO the first event.
Real Estate | FR
58
Those that use sponsored search are more likely to get a quote or convert than
all those in the Real Estate market
Sponsored Searchers
0,9
0,7
0,8
0,4
Conversion
0,8
1,3
1,6
1,7
1,7
1,8
2,0
The number of times more likely to, e.g. Conversion, compared to all
Quotation
Information
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
Note: % of those who clicked on the type of search and get a quote, visit Quotations and Conversion; Searches are defined as only those that lead to a relevant website;
A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Times’ more likely versus all. Correlation not causation.
Real Estate | FR
59
Those that visit Classifieds are more likely to convert visitors to than
RealEstate classifieds…
Audience Conversion (%)
INFO > Quotation
Total
Purchase
Rent
Sell Out
7,1%
13,8%
5,7%
12,9%
4,0%
7,9%
10,7%
15,1%
INFO > Conversion
Total
Sale
Rent
Sell House
Rent Out
Rent Out
New Homes Purchase
11,0%
New Homes Sale
19,0%
Investment
Investment
32,7%
Classifieds (Multi-cat)
RealEstate Classifieds
6,1%
19,9%
3,3%
17,8%
2,8%
98,0%
14,8%
100,0%
13,9%
Base: Those who gather information in the Real Estate market and sub segments
Note: The % of people who look on a site who go on to either visit Quotations or Conversion pages on the site.
Real Estate | FR
60
…The same is true when looking at event conversions
Events Conversion (%)
INFO > Quotation
Total
Purchase
Rent
Sell Out
1,1%
5,7%
0,8%
6,6%
0,7%
2,8%
8,5%
11,6%
Rent Out
New Homes Purchase
INFO > Conversion
Total
Sale
Rent
Sell House
Rent Out
8,3%
1,8%
Classifieds (Multi-cat)
RealEstate Classifieds
4,6%
1,3%
4,9%
1,0%
98,6%
12,3%
100,0%
12,8%
5,7%
New Homes Sale
11,4%
Investment
Investment
Base: Those who gather information in the Real Estate market and sub segments
Note: The % of events on a site - visit Quotations or Conversion on the site.
Real Estate | FR
61
Consumer Journey
Individual Journeys
Real Estate | FR
62
Journey Path | Purchase
Information
Quotation
Conversion
SEARCHES
Searches = Sponsored Link Clicked
immobilier
dans les yvelines
DAY
1
SITES
Explorimmo
6
SeLoger.com
44
Leboncoin.fr Immo
le bon coin
simulateur
credit immo
collecte d'argent
don pour payer maison
51
Leboncoin.fr Immo
Empruntis
60
Leboncoin.fr Immo
77
Cetelem
BNP Paribas
Marchais
immobilier
orpi prades
101
OPRI
trouver un
logement neuf
Société Générale
Century 21
century21
ceret
102
116
Century 21
Century 21
cetelem
123
Cetelem
142
Leboncoin.fr Immo
157
Annonces
Jaunes Immobilier
168
Vendre A Louer
AnnoncesJaunes
Immobilier
Real Estate | FR
Note: Example of Purchase Real Estate Journey Path
63
Journey Path | Sell Out
Information
Quotation
Conversion
SEARCHES
vente
ppartement
castanet-tolosan
DAY
1
SITES
Le Partenaire
Europeen
prix au metre
carre immobilier
castanet-tolosan
54
MeilleursAgents
vente
appartement
de particulier
à particulier
55
ParuVendu.fr
prix de
l'immobilier 31
76
MeilleursAgents
vente
appartement
castanet-tolosan
vente
appartement
castanet-tolosan
84
85
Le Partenaire
Europeen
Le Partenaire
Europeen
Note: Example of Sell Out Journey Path
Real Estate | FR
64
Journey Path | Sell Out cont…
Information
Quotation
Conversion
vente
appartements
castanet-tolosan
vente par notaires
vente
apartements
castanet-tolosan
avis
98
MeilleursAgents
Le Partenaire
Europeen
Evaluer la valeur
de son
appartement
a vendre x2
estimer mon
apartment x2
117
MeilleursAgents
EffiCity
Meilleurtaux.com
prix de vente
appartement
118
Square Habitat
ViaMichelin
ParuVendu.fr
AnnoncesJaunes
Immobilier
Note: Example of Sell Out Journey Path
Real Estate | FR
65
Journey Path | Rent Out
Information
Quotation
Conversion
SEARCHES
le bon coin
DAY
1
SITES
Leboncoin.fr Immo
leboncoin
26
Leboncoin.fr Immo
entre particuliers
49
Entreparticuliers
.com
paruvendu
50
paruvendu
entre particulier
53
ParuVendu.fr
SeLoger.com
le bon coin
61
Leboncoin.fr Immo
68
Leboncoin.fr Immo
Note: Example of Rent Out Real Estate Journey Path
Real Estate | FR
66
Journey Path | New Homes Purchases
Information
Quotation
Conversion
SEARCHES
appartements
neufs niort 79 x2
appartements
neufs niort 79 x2
DAY
1
SITES
Nexity Logement
4
Nexity Logement
Appartements
neufs annemasse
5
trouver un
logement neuf
25
Nexity Logement
trouver un
logement neuf
Logisneuf.com
Pichet Immobilier
Note: Example of New Homes Purchase Journey Path
Real Estate | FR
67
Journey Path | Rent
Information
Quotation
Conversion
SEARCHES
leboncoin
DAY
location
appartement
particulier
1
SITES
Leboncoin.fr Immo
3
PAP
PAP
Leboncoin.fr Immo
24
Leboncoin.fr Immo
location nogent sur marne
location appartement sur
avendrealouer.fr
location champigny
sur marne
55
leboncoin
59
Logic-immo.com
A Vendre A Louer
FONCIA
Logic-immo.com
A Vendre A Louer
FONCIA
Explorimmo
Real Estate | FR
Pap
seloger
25
PAP
SeLoger.com
location 93320
32
seloger
47
Google Maps
SeLoger.com
Guy Hoquet
Logic-immo.com
au bon coin
64
Leboncoin.fr Immo
SeLoger.com
81
Leboncoin.fr Immo
Note: Example of Rent Real Estate Journey Path
68
Consumer Journey
HML Searcher Analysis
Real Estate | FR
69
Heavy Real Estate searchers make up a third of searchers but account
for 80% of searches
Searchers (000s)
Searchers in the Real Estate sector segmented based on search query volume
100%
31%
31%
4 927
4 815
All searchers
Heavy
Medium
100%
83%
13%
38%
15 761
Searches (000s)
6 019
Light
4%
223 162
184 939
28 239
All searchers
Heavy
Medium
9 984
Light
Base: All searchers in the Real Estate category
Note: Searches are defined as those making a search within the Real Estate category on a search engine which leads to a relevant website.
May not add to 100% due to rounding
Real Estate | FR
70
The proportion of Real Estate searchers making a Conversion increases
amongst heavier searchers
Searchers conducting an activity in the Real Estate category
Searchers (%)
All searchers
Heavy
Medium
1%
Light
1%
Research
28%
57%
59%
17%
14%
29%
77%
Quotation
16%
54%
24%
Information
9%
12%
Conversion
Real Estate | FR
71
Conversion reach increases with search activity and Heavy searchers
make more related queries up to first Conversion
Searchers making a Conversion by search segment
Searchers (%)
1%
1%
28%
57%
59%
17%
14%
29%
All searchers
Research
77%
Quotation
16%
54%
24%
Heavy
Medium
Information
9%
12%
Conversion
Light
Number of queries up to first Conversion
15,5
10,8
3,7
All searchers
Heavy
Medium
1,5
Light
Real Estate | FR
72
Conversion increases with search volume across all Real Estate sub segments
Searchers making a Conversion by sub segment
Searchers (%)
Total
Purchase
Rent
54%
29%
Total
Searcher
24%
Heavy
Searcher
Medium
Searcher
37%
12%
18%
Light
Searcher
Total
Searcher
Heavy
Searcher
35%
13%
8%
Medium
Searcher
Light
Searcher
Sell Out
17%
Total
Searcher
Total
Searcher
7%
Medium
Searcher
Light
Searcher
Rent Out
72%
33%
Heavy
Searcher
15%
45%
Heavy
Searcher
34%
Medium
Searcher
86%
76%
64%
25%
Light
Searcher
Total
Searcher
Heavy
Searcher
Medium
Searcher
Light
Searcher
Real Estate | FR
73
Consumer Journey
Shopper Activity - YT activity
Real Estate | FR
74
YouTube users who convert within the Real Estate market are more likely to be
women but the age profile is in line with YouTube audience in the Real Estate market
Profile of YouTube activity for consumers in Real Estate market performing specific activity
Women
Age
Profile %
Conversion 55%
Quotation 47%
Information 50%
Total YT
50%
1
Conversion
Quotation
Gender
Information
30%
26%
24%
36%
29%
36%
31%
32%
5%
6%
33%
10%
Profile %
Total YT
25%
21 - 34
1 = Men
2 = Women
34%
32%
35 - 49
50 - 64
9%
65+
2
Base: All YT users, Those that gather information, get a quote or convert within the sub segments in the Real Estate market and who use YouTube
Note: Activity on those that use YT and visit Real Estate by sub segment.
Real Estate | FR
75
Those using quotations or converting in the Real Estate market visit YouTube
more frequently than the average YouTube user…
Profile of YouTube activity for consumers in Real Estate market performing specific activity
Sessions
per person
Pages per session
Time per session
Total YT
Information
Quotation
Conversion
41
46
56
57
6.5
6.3
7.0
6.6
0:05:28
0:05:23
0:05:27
0:05:23
Note: Activity on those that use YT and visit Real Estate by sub segment.
Real Estate | FR
76
This trend is seen across the those that convert
YouTube activity for consumers in Real Estate market performing specific activity
More than YT total
Information
Sessions
per person
Pages per session
Time per session
Equal to YT total
Less than YT total
Total YT
Purchase
Rent
Sell Out
Rent Out
New Homes
Purchase
Investment
41
49
54
71
42
55
63
6.5
6.3
6.6
5.0
5.0
6.5
7.0
0:05:28
0:05:20
0:05:32
0:03:36
0:05:00
0:05:21
0:05:18
New Homes
Purchase
Investment
Quotation
Sessions
per person
Total YT
Purchase
Rent
Sell Out
41
57
53
45
31
6.5
7.1
6.4
5.0
6.1
0:05:28
0:05:21
0:05:51
0:04:11
0:04:22
Total YT
Purchase
Rent
Sell Out
Rent Out
41
62
58
68
54
6.5
6.3
7.8
7.2
6.6
0:05:28
0:05:03
0:06:34
0:05:42
0:04:51
Rent Out
Pages per session
Time per session
Conversion
Sessions
per person
New Homes
Purchase
Investment
Pages per session
Time per session
Note: Activity on those that use YT and visit Real Estate by sub segment
Real Estate | FR
77
Consumer Journey
HML Searcher Analysis – YouTube
activity
Real Estate | FR
78
Heavy and medium Real Estate searchers that used YouTube were
more likely to be women than the average YouTube user
Profile of Real Estate searchers who also use YouTube
Gender
Total YT
All Searchers
Heavy
Medium
Light
Women
50%
51%
58%
52%
45%
Men
50%
49%
42%
48%
55%
Base: All YT users, All searchers in the Real Estate category who visit YouTube
Real Estate | FR
79
Heavy searchers who use YouTube are more likely to be 21-34 than the
average YouTube user
Total YT
25%
All searchers
26%
Heavy
Medium
Light
30%
22%
26%
21 - 34
34%
32%
33%
33%
32%
35 - 49
8%
32%
37%
31%
9%
6%
34%
7%
33%
50 - 64
9%
65+
Real Estate | FR
80
Heavy searchers who use YouTube had more YouTube sessions and viewed more
pages per session than the average YouTuber
Sessions
per person
Pages per session
Time per session
Total YT
All searchers
Heavy
Medium
Light
41
51
61
51
43
6.5
6.4
7.0
6.2
6.0
0:05:28
0:05:24
0:05:35
0:05:15
0:05:19
Real Estate | FR
81
Consumer Journey
Deep Dive New Home and
Investments
Real Estate | FR
82
The first website visited for 83% of those that convert is Leboncoin
First Visited Website | Top 10
Information (%)
Leboncoin.fr Immo
SeLoger.com
43%
13%
Quotation (%)
Conversion (%)
Meilleurtaux.com
Credit Immo
13%
Leboncoin.fr Immo
Meilleurtaux.com
13%
PAP
3%
83%
Logic-immo.com
5%
MeilleursAgents
7%
SeLoger.com
2%
PAP
4%
A Vendre A Louer
7%
ouestfranceimmo.com
2%
MeilleursAgents
4%
Leboncoin.fr Immo
6%
Logic-immo.com
1%
LaVieImmo
3%
PAP
5%
Vivastreet
1%
A Vendre A Louer
3%
Empruntis
5%
ParuVendu.fr
1%
La Provence
Immobilier
2%
EffiCity
4%
ORPI
1%
Explorimmo
2%
SeLoger.com
3%
FONCIA
1%
nice-matin Immobilier
2%
LocService
3%
Capi
1%
Note: Top 10 First websites visited.
Real Estate | FR
83
Real Estate Classifieds and New Home Sites are the most important to those
seeking information or getting quotes when looking for New Homes to Purchase
New Homes Purchase | Site Category Visited
Information (%)
Realstate Classifieds
58%
New Homes
Maps
53%
13%
Quotation (%)
62%
New Homes
Maps
42%
18%
Press
4%
Tax Exemption
(défiscalisation)
12%
Quotation
3%
Press
10%
Networks
3%
Quotation
6%
Tax Exemption
(défiscalisation)
3%
Networks
6%
Classifieds (Multi
Cat)
3%
Home/Property Loan
4%
Classifieds (Multi
Cat)
4%
Home/Property Loan
1%
Base: Those visiting ‘New Homes Purchase’ within the Real Estate market
Note: % of those that gather information and get a quote who visited different types of ‘New Homes Purchase’ websites;
Real Estate | FR
84
Real Estate Classifieds in particular SeLoger are the most important to those
seeking information when looking for Investment
Investment | Information
Site Category Visited
72%
Top 5 Sites Visited
SeLoger.com
442
Maps*
12%
Meilleurtaux.com*
71
New Homes*
11%
Explorimmo*
56
Quotation*
10%
Google Maps*
51
Nexity Investissement
Immobilier*
44
Tax Exemption
(défiscalisation)*
6%
Base: Those visiting ‘Investment’ within the Real Estate market
Note: % of those that gather information and get a quote who visited different types of ‘Investment’ websites;
*CAUTION: Small sample size. Please use for qualitative purposes only
Real Estate | FR
85
Those looking to buy are visiting Home/Property Loan sites
throughout their journey
Those looking to buy [Sale] who are visiting home/property loan sites for quotes
Journey Q1
Journey Q2
Journey Q3
Journey Q4
Total
45%
37%
29%
39%
Quotation
46%
44%
26%
40%
Conversion
43%
25%
33%
37%
Base: Those looking to buy [Sale]
Note: % of those looking to buy who visit home/property loan sites by quarter of journey
Real Estate | FR
86
Consumer Journey
Clickstream Research into Real Estate
– 2013 France
Real Estate | FR
87

Understanding the Real Estate Consumer Journey

Transcription

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