The forthcoming conference is the 10th and we return to New York to continue our focus on events that gather together operators in the industry to share, to discuss, to challenge and to network with peers from across the industry and across the globe.
The agenda for the New York conference has been published in detail on the events page with a full and comprehensive 2 day conference with 15 sessions. The content covers a diverse and engaging topic structure. Here is a taster of what has been planned.
Agenda headline topics
- Leveraging data from portals
What opportunities exist within the databases of portals, how can the data be surfaced to create new business opportunities that service customers and consumers
- The global portal model / the US portal model
A summary overview presentation followed by a discussion session whereby the leading portal operators in the US and overseas share insight and discuses the differing business model and potentiality the ideal business model
- Horizontal – a collection of verticals or a different business
The core challenge within market is the emerging structure of pure play verticals verticals vs horizontals, but are horizontals truly horizontal or merely a Trojan horse of an an aggregation of pure play verticals under a unifying house brand
- B2B marketing – customer retention management / advocacy
For developed markets especially the core to yield performance and constantly ramping ARPA has to be ever more developed B2B marketing and customer / account management. A number of leading players share and discuss their approach
- Investors view of the portal market
A leading investment firm shares their views and beliefs as to the current market conditions and appetite for the property portal sector
- B2C marketing – leveraging communities or blasting audiences
The property portal industry has grown to a scale that now allows them to arm themselves with marketing budgets of the scale of major FMCG brands which share the same spontaneous brand awareness. The core question is to what degree do these portals adopt similar marketing strategies when in reality the audience they seek to reach of early intention buyers is well defined and by no means a large component of the population in anyone year.
- FSBO – core content, how to manage this sector as a portal
A portal by the very definition is the aggregation of all relevant listings related to the vertical and thereby a private listing of a for-sale-by-owner should be included as the target audience of prospective property buyers and renters wants a one-stop-shop so why are portals reluctant to be assertive and demonstrate the value they hold in the consumers mind to their customers after all that part of the audience you don’t have could be your competitors gain.
- Portal moving backwards into servicing vendors more directly
The true value in a property portal business is derived directly or indirectly from the vendor of the property as in the case of property for sale via the agent. Given the potential for the agent process to be dis-intermediated or at least opened up to segmentation the challenge opens up for portals to examine establishing a direct relationship with vendors to guide, influence, educate and service the needs of property marketing. How realistic is this? – is the current drive to a per listing charge model an early sign of this and how far could this backward integration go. We present some thoughts and then debate them with leading portal operators.
- Holiday Accommodation portals
The holiday property segment is a relevant and contextually comparable business to traditional residential focused portals. In this presentation from Home Away we hear some insight into their business, their current structures and operating model and their every growing global reach, what could be learned from such operations for other property portals?
- Commercial real estate
The commercial segment tends to emerge as a younger brother of the core portal for residential property however its global scale and reach does require a different business mindset. We take the opportunity to hear from a couple of practitioners in this industry segment, we have a representative from the commercial real estate sector a specialist commercial portal and the commercial sector operator from a leading property portal.