Singapore | Malaysia | Thailand | Indonesia

The Right Building Blocks To Achieving Market Leadership

BJORN SPRENGERS, CMO, PROPERTYGURU GROUP

Kuala Lumpur | 26th May 2016

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“Singleness of purpose is

essential for all success in

life; no matter what may

be one’s aim.”

Says Who?

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“Marketing articulates

purpose to provide

focus and direction

to the business”

Key Message

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Our Purpose

We help people find the HOME

they’ve always dreamed of

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Our Promise

We help

people

make

confident

property

decisions

We make the

property market

more transparent

We are responsive

to the varied needs

of property seekers

We offer

actionable

insights

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Leads

i

Content

Traffic

Leads

Advertisers

Revenue

Business Model

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Agents Developers & Banks

Scalable, run rate Bigger budgets, bespoke

Revenues

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4

500,000+

16 Million

116 Million

1,100,000

Countries

Property Listings

Property Seekers Monthly

Property Pages Viewed Monthly

Sales Enquiries Monthly

~ $12 Billion Transactions Annually

PropertyGuru Today

Presence in 5 other partner countries:China, Myanmar, Cambodia, Vietnam, Philippines

We are #1 in

Southeast Asia

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PropertyGuru’s Journey

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1. Strategy

2. Execution

3. Cash

4. People

The Critical Decisions

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Four Key Lessons of Growth

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Lesson 1: Innovate or Die

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• Map search

• Mobile apps

• Agent Websites

• StreetView

• Facebook

• Floor plans

• Property comparison

(SmartSelect)

• Mortgage market

place

Proving the business:

Accelerate & scale:

Many Firsts

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Lesson 2: Branding is an Investment

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Active

seekers

Affinity

audience Demographic

General

population

Target

audience

Reach 3+80% 60% 40% 10%

Searchers other portals (dark social, Gmail, etc.)

Searchers in offline classifieds

Etc.

Affinity targeting

Look-alike modelling

Category-publications (sites, magazines, etc.)

Demographic targeting

Media channels & titles

Mass channels

Ca

teg

ory

pe

ne

tra

tio

n

(On

lin

e p

rop

ert

y)

Select Media Strategically

ONLINE

OFFLINE

Waste

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Work With Partners

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Lesson 3: Constantly Challenge Your Paradigms

Manage the

opportunity!

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ZMOT or Die!

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Lesson 4: ‘Purpose’ is the Anchor

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