&Builder Homesite Inc.

       

           

THE dominant online new home channel in Southern California

Market Overview

• Internet plays an increasing role in real estate– Nearly 75% of US population is online.

– 74% of home searches begin online according to NAR.

– 49% of home buyers reported using newspapers and/or newspaper websites (2004 MORI Research).

– Your competition is already advertising online.

– SoCalHomeSite allows you to reach new home buyers and sellers at a local level!

SoCalHomeSite• Leading real estate site for Southern California • Comprehensive site with resale listings (3 MLS

agreements), mortgage (Interest.com) classifieds, rentals and new home information.

• Approximately 250,000 unique visitors and 1.4M page impressions per month

• 77% of traffic is from the local Southern California market• SoCalHomeSite is part of the LA.com network of sites

which averages 19M page views & 2M unique users per month.

New Home Information displayed on the following LA.com network of websites:

– Los Angeles Daily News

– Long Beach Press Telegram

– San Gabriel Valley Tribune

– Pasadena Star News

– Whittier Daily News

– Inland Valley Daily Bulletin

– San Bernardino Sun

– Redlands Daily Facts

– SoCalHomeSite.com

– Impactousa.com

2005 Marketing Campaign $200,000

• Comprehensive marketing plan in place for the following types of media:– Key words - search engine marketing

campaign capturing the 74% of all home searches that start on internet search engines.

– Print: Print ads, rack cards, advertorial ads in all 8 LANG newspapers

– Online: Interactive advertising campaign across all websites

Leads Generated1. 2000 leads have been generated for builders

– Through August 2005– 250 leads per month

2. 1928 click-through’s to builder websites3. 4382 requests for driving directions

– Huge Conversion Rate for buyers– Over 60% plan on visiting the site within 7 days

4. User sessions average 11 minutes and 47 page views. 5. Page Views - Almost 100,000 pages views generated

monthly.

Our Partner BHI and NewHomeSource.com

RANK Company/ 2002 Gross('02) Closing

sRevenue*

1 D. R. Horton31,584 $7,324

2 Pulte Homes28,903 $7,512

3 Lennar Corp.27,393 $7,320

4 Centex Corp.24,524 $8,824

5 KB Home21,778 $5,031

6 Beazer Homes USA 14,720 $2,852

7 The Ryland Group13,145 $2,877

8 NVR11,368 $3,136

9 Hovnanian Enterprises 9,514 $2,551

10 M.D.C. Holdings8,900 $2,319

11 Standard Pacific Corp.6,265 $2,051

12 Shea Homes5,438 $1,827

13 Technical Olympic USA 5,275 $1,417

14 Meritage Corp.4,574 $1,120

15 Toll Brothers4,430 $2,329

17 Weyerhaeuser Real Estate Co. 4,280 $1,738

18 Jim Walter Homes4,267 $269

19 M/I Schottenstein Homes 4,140 $1,033

20 Choice Homes3,879 $467

21 Kimball Hill Homes3,358 $755

22 Morrison Homes3,197 $806

23 David Weekley Homes3,082 $855

24 Mercedes Homes3,066 $575

25 The Drees Co.2,746 $838

26 MHI2,715 $520

TOP 25 Builders

•19 Owner Members

•24 Clients

TOP 25 Builders

•19 Owner Members

•24 Clients

BHI consortium created and endorsed by the most successful builders

• NewHomeSource/BHI is the only new home search engine built by builders for builders designed to maximize a new construction search

• Newspaper partner websites are a trusted source in your local community

• Partners THE dominant local source for dedicated, new home searches – invaluable resource for builders

The foundation for successful internet marketing

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More than 40 newspapersand thousands of buildersemploy BHI listings approach

Formula for Success• Content

• If you have it, they will come – 6300 communities, thousands of floor plans• BHI instrumental in developing the industry standard for managing new homes data• Expert data management – XML, manual, turn-key

• Traffic• Nearly 80% of new home searches start with the internet, we make sure the highest

quality traffic finds your newly built homes

• Promotional distribution of your homes through local daily newspaper partnerships

• Extended distribution through www.newhomesource.com includes: Organic Searches, Google, Lending Tree, Home Gain, Homes.com, Yahoo, MSN, Overture

• Features• Unparalled search environment - user experience, contributes to results

(maps throughout, community, listing, home status, builder, coming/closeouts)

• Instant Brochure (compelling), driving directions - sales center visits, click throughs

• Driving Direction Requests

The Top Builders Agree!!!

•Generates the highest quality leads in a co-mingles search•Potential customers into your sales centers

According to our builder owners NHS users visiting sales center are more than twice as likely to purchase a home

• Web site trafficUsers clicking through to a builder’s web site have narrowed their choices through a side-by-side search, zeroing in on specific builders and homes that meet their criteria

•Searches are fair and balanced-no competing builder images

Conducting a search on SoCalHomeSite

Prominence on SoCalHomeSite

• High visibility points drives traffic• Reflects commitment to Builders

Refine Search:• Instant market overview

• Allows user to refine search

• Most search parameter options (Community, Home Details, Home Status, Builder, Map)

• More Options include Zip Code, School District, Community, Amenities, Master Bedroom Up/Down

• Spotlight Homes – great content

• Coming Soon Communities

• Builder, Specialty/Custom Builder

Community Search:

• Most common Search Preference

• Community based search, extremely important user to experience

• Community Name, Builder, City, Price LANG, # of Homes

• Ability to search all builders side by side creates optimal user experience and increases quality of that user to you, once they respond to your homes

• Map reference throughout search (critical to value of Driving Directions)

Community Info Critical:• Great overview of community, amenities, schools, builder etc.

• Spotlight reflects only that Community’s Builder

Cutting-edge Map Search:• Quickly identifies cities where communities exist

• Helpful for out of market users

• Work off of map or click city link

• Once city selected, communities identified in that city

• No other platform provides the depth of map reference

Model/Plan Details Search:• Search based on home/model search criteria

• Snapshot display of home details

• Ability to search on home status, very important, only platform that captures and displays this data

Build Brand via Builder Search:• Convenient listing of all Builder’s communities, also displayed on map

• Capitalizes on the investment in bldrs

brand, established through print and other advertising efforts in market

Home Details Main Tab:• Robust content specific to the model/listing

• Links to more photos, tours, interactive plan viewers, floor

• Strong Brand Placement

• Community information, link to Community Details page

• Photos critical to attracting users• Capability for numerous images• Links to interactive plan viewers, virtual tours

Home Details Main Tab:

Photos Tab:

Home DetailsFloor Plans:• Critical information relevant to user’s search, significant space dedicated to this component

• Research indicates listing with both photo and floor plans attract 10x’s the level of interest/response

LEADS! Free, instant (PDF) brochure provides industry’s most compelling reason for users to provide personal info!

CONVERSION—Instant Brochure:

• Complete repurposing of all builder content to PDF

• Delivered instantly

• Instant user gratification• Provides interim fulfillment

• Incredibly compelling feature, reason lead conversion so high

• Lead conversion LANG 25% of users request a brochure for specific communities

DEEP LEAD DATA

• Rich lead information

• Ability to create an account for easier info requests in future

Email Delivery of InstantBrochure:

• Link to PDF brochure delivered to users email address instantly

• Newspaper branding reinforces your investment in platform

• Re-caps builder/home details

• Print PDF immediately or save to hard-drive for future review

• Email delivery ensures accurate user contact info SoCalHomeSite

Woodland Hills, CA

SoCalHomeSite

East delivery of lead data

•User information plus listing detail sent by email every 15 minutes – allowing almost instantaneous response to prospective homebuyer

• CSV data file attached to email, import into sales automation software

• Also available in XML

• Our leads convert to sales at an industry high 10 to 15%for builders that have good content and follow up on leads

SoCalHomeSite

SALES CENTER TRAFFIC

• Great indication of sales center/model home visits

• Heavy use of maps in search environment qualify Driving Direction Requests as likely

visitors since user has a clear understanding of community

location from search

• 60% of requesters plan to visit sales center/model

home within 7 days.

• Builder able to ID location & create custom directions

even if community address not recognized by other

internet mapping platforms

• Starting address loaded automatically for members

Gathering and maintaining deep, timely data represents the listing model’s biggest challenges.

BHI, The data standard• No company captures more info about new homes• No company makes it as simpleManual data management• Web-based extranet tool• Intuitive, easy to use• Developed by builders for builders• Content management & reportsXML Builder Feed:• Ideal for builders with more than 10 communities, IT support• BHI can build feed for fee

Builder data

On-line Reports Include:

• Builder, Community, Plan Leads

• Community Impressions

• Community Driving Direction

• Click Throughs to Builder Websites

Builder Online Advertising Package

Goals of online advertising*Five contact points:

1. Generate sales center walk-in traffic

2. Generate email leads on specific listings or communities

3. Attract consumers gathering information or scheduling appointments

4. Click throughs to builder’s website

5. Goal to drive new home business and deliver a strong ROI!

* Source: Ms. Kay Howard, Dir. Communications, Lennar Corp.

Superior ROI for Builders!• SoCalHomeSite delivers a more cost effective

ROI than other marketing vehicles.– E.g., Builders often times pay 3% fee--$21,000--to

brokers to sell a $700,000 house– SoCalHomeSite charges $200 per month to sell the

same new home! 99% more margin!

• SoCalHomeSite/BHI product delivers deepest, richest leads to builders in industry.

• So…are you ready to start sending qualified buyers to your builders?

New Home Package

• $200.00 per month per community• Volume based discounts are available:

– 10% discount for 5 communities– 25% discount for 10 communities.

• Listings can include:– Floor plans– Elevations– Contact Information– Photos– Driving Directions– Community Information