New Thinking.New Media.New Solutions.

MARKETING AND MEDIA PLAN

ERA Real Estate is moving real

estate in a whole new direction—

and we’re sharing that message

with buyers and sellers in ways

that increase brand awareness

and drive growth.

ERA Real Estate has always been at the forefront

of innovation in our industry. We’re constantly

refi ning our strategy to keep pace with the latest

consumer trends.

We’ve designed our marketing and media strategy

to speak directly—and powerfully—to the next

generation of buyers and sellers. We’re also

making a signifi cant investment in our technology

platform, including a new responsive, mobile-ready

design for our ERA Zap® platform.

Our marketing and media plan is designed to

provide maximum effi ciency and the greatest

benefi t for your business. We’re directing our plan

intelligently and strategically, with results that

directly impact your business in positive ways.

Our marketing strategy is focused on one goal: to

help you grow your business and help position you

for success.

INTEGRATED MEDIA PLAN

Future buyers, sellers and agents are online, using

mobile devices and engaging with social media—and

we are using these powerful channels to build brand

awareness, improve perceptions of the ERA® brand

and drive leads directly to you.

We’re leveraging these trends through a three-pronged

strategy to “Reach, Inform and Engage” consumers

via digital media: an effective, targeted approach

designed to connect with consumers and drive leads

to you in the most effi cient ways possible.

of agents have closed 2 to 5 deals via social media.2

of home buyers primarily access the Internet from mobile devices (smartphones and tablets).3

of home buyers and

92% of fi rst-time home

buyers use a website in the home search

process.1

InformWe’re creating maximum impact by directly

communicating our value to consumers

through real estate aggregators Zillow

and Homes.com—important points of

intersection for home buyers/sellers

and the broker/agent community.

Clickable display banners, mobile banners

and text links link to ERA.com, increasing

brand awareness and driving leads directly

to your local website.

Reach We’re building awareness with branded

content and ad placements across strategic

media partnerships. Our partnership with

the HGTV network is signifi cantly increasing

brand awareness through sponsorships on

HGTV.com and the ULIVE online video platform.

Engage We’re generating leads and connecting

home buyers/sellers with brokers/agents

via ERA.com through high-performing paid

search campaigns on Google, Bing, and Yahoo.

Google and the Google Logo are registered trademarks of Google Inc.; Bing and the Bing Logo are registered trademarks of Microsoft Corporation; Yahoo! and the Yahoo! Logo are registered trademarks of Yahoo! Inc.; All other marks are the property of their respective owners.

Almost 50% of all U.S. adults

watch online video during a typical week.5

With the explosion of on-demand streaming video

content, consumers are increasingly watching their

favorite shows whenever they want, on the device

of their choice.

Our media plan is designed for this changing media landscape—engaging with consumers where they are spending their time. Our future home buyers,

sellers and agents are more likely to watch video on

smartphones than older adults, and nearly half fi nd

video ads on mobile devices useful.4 A Nielsen study

found that consumers exposed to mobile video ads

demonstrated signifi cantly higher brand awareness,

favorability and interest in purchasing.6 The value of

integrated, cross-screen marketing campaigns is clear! 90-second in-fl ight video:

• JetBlue Airways: reaching approximately 3 million

viewers on nearly 285,000 fl ights

• American Airlines/US Airways: reaching

approximately 420,000 viewers on over

4,200 fl ights

HGTV promo spot:

• 15-second ad to run on the HGTV broadcast

network to promote our sponsorships

• Estimated reach of 9 million

households

“House Hunters,” “Property Brothers: Buying and Selling” and “Love It or List It”:

• The web sites for these popular shows will

feature ERA display ads as well as banner

ads on mobile devices

The Road Ahead:

• 5 branded videos featuring

Egypt Sherrod (host of

HGTV’s “Property

Virgins”) providing

guidance on the home

ownership experience

• Available on ULIVE.com

and distributed across

the ULIVE Lifestyle Network

• Episodes display the ERA® brand, feature ERA

brokers and agents, and link to relevant content

on ERA.com

VIDEO: CREATING PERSONALIZED CONSUMER EXPERIENCES—AND BUILDING STRONG RELATIONSHIPS.

of ad agencies say online commercial advertising is the most effective form of advertising.4

The most popular devices for video viewing are smartphones, tablets and game consoles.5

7 in 10 millennials consume streaming or

downloaded video.5

Almost 50% of all US adults

watch online video during a typical week.5

Social media is playing an increasingly

important role in consumer decision-

making. It’s a powerful tool for connecting

with home buyers and sellers—and

making it easy for them to fi nd you. We’re

tapping into that power on the most

important social channels to increase

brand exposure, build brand engagement

and drive leads to your business.

Facebook: 1.44 billion monthly active users www.Facebook.com/ERARealEstate• Network engagement on company page as

well as ERA Event pages• 10 companywide user groups

Twitter: 302 million monthly active users@ASmarterERA• Shareable content on market trends,

lifestyle tips and homeowner advice

YouTube: 4 billion video views dailywww.youtube.com/era• Dedicated ERA Real Estate Channel:

relevant content for home buyers and sellers

Pinterest: 72.8 million users www.pinterest.com/erarealestate• 36 ERA Real Estate boards inspirational

content for home ownership and design

ERA “Owning the Fence” Blog: www.owningthefence.com • Shareable content for millennials,

Distinctive Properties, tech enthusiasts, real estate trend followers

• 15 unique posts per month

SOCIAL MEDIA: THE NEW “WORD OF MOUTH.”

More than 75% of home buyers

used social media in their home search8

92% of consumers trust word-of-mouth recommendations above all else7

44% for buying tips from friends

44% to get neighborhood information

42% to view their agents’ Facebook pages8

Buyers are using social media:

With over 1 billion impressions, we

are positioning ERA Real Estate—

and you, our brokers and agents—as

thought leaders and industry experts.

PR: AMPLIFYING OUR EXPOSURE AND EXTENDING OUR REACH.

HIGHLIGHTS: Market insights

ERA Real Estate is featured in top business and consumer publications, sharing insights and tips on the market, leadership and more.

and you, our brokers and agents—as

thought leaders and industry experts.

HIGHLIGHTS: MDA

For more than 35 years, ERA Real Estate has been committed to enriching the lives of children and adults living with muscular dystrophy and other neuromuscular diseases through our support of the Muscular Dystrophy Association (MDA).

Through the ERA MDA Summer Camp Challenge, we will send 1,000 kids to MDA Summer Camp!

MDA Summer Camps provide a safe and fun experience where kids create cherished memories and make new friends. The Challenge has been featured in a top MDA news publication and a variety of other national outlets and social media channels.

HIGHLIGHTS: Media coverage

ERA® affi liates are showcased as real estate and small business experts in trade and business publications, thanks to your valuable “on-the-ground” market insights.

Customer demographics are

constantly shifting and becoming

more diverse—and we’re helping you

stay ahead of the curve. As our brand

continues to grow and expand into

new markets and regions, it’s critical

that you are ready to serve a broad

range of home buyers and sellers.

Our partnerships with several national

diversity organizations are helping

us to build brand awareness, better

understand the buying habits of future

home buyers and sellers, and connect

you with more customers so you can

grow your business.

DIVERSITY MARKETING

Sources: 1 – National Association of REALTORS®. “2014 Profi le of Home Buyers

and Sellers.”2 – Realty Times. “Four Ways to Reach Home Buyers Using Social Media.”

June 2013.3 – California Association of REALTORS®. “How Buyers Use Technology in

the Home Buying Process.” June 2013.4 – Brightroll. “2015 Brightroll Agency Survey.”

5 – Experian. “Cross-device video analysis: Engaging consumers in a multi-screen world.” 2015.

6 – AdColony, Nielsen. “Cross-Platform Video Ad Effectiveness Study.” April 2012.

7 – Nielsen. “Global Trust in Advertising Survey.” April 2012.8 – California Association of REALTORS®. “2014 Survey of California

Home Buyers.” June 2014.

ERA Real Estate is showcasing

our growth and uncovering new

opportunities for our brand by

advertising in leading trade publications,

prominent industry events, and national,

state, and local associations. We are

building awareness of our brand and

enhancing our image and reputation in

the industry.

And remember: Success attracts success!

Our trade marketing efforts

will help you recruit and retain

top talent for your business.

REAL ESTATE TRADE MARKETING

ERA Distinctive Properties® program redefi nes luxury

marketing to include broader lifestyle components,

refl ecting changing consumer preferences. We’ve

designed this unique program to help you reach and

market to the growing segment of distinctive and

luxury home buyers and sellers.

• High-impact marketing

• Cutting-edge technology

ERA DISTINCTIVE PROPERTIES®

2015 MEDIA PLANJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

MEDIA PARTNERSHIPS

REACH

HGTV

The Road Ahead

HGTV Broadcast TV Commercials

HGTV.com

Love It or List It

Property Brothers

House Hunters

ULIVE Network Commercials

Online Display Media Network

Display Ads

Behavioral Re-targeting Ads

Facebook Ads

INFORM

Homes.com

Mobile

Text links

Display

Zillow

Mobile

Display

ENGAGE (SEM)

Google AdWords

Bing

Yahoo

NATIONAL AIRLINES IN-FLIGHT TELEVISION

"EXEC TV - FRANCHISE ROUNDTABLE"

JetBlue

American Airlines/US Airways

SOCIAL MEDIA

ERA Facebook Posts

ERA Twitter

ERA Pinterest

ERA YouTube

ERA SlideShare

Owning the Fence - ERA Blog

TRADE MARKETING

National Industry Events

Inman - online ads, general session commercial

NAR - Exclusive App Sponsor, general session commercial, online ads

RISMedia/Real Estate Magazine

Editorial Placements (print & online)

Branded Supplement

Full-Page Ads

Online Advertising

National Diversity Organization Events

NAHREP

AREAA

NAGLREP

State Association Events

California Association of Realtors

Triple Play

NICHE MARKETING

ERA Distinctive Properties Marketing

Distinctive Properties Magazine

ERADistinctiveProperties.com

Additional Listing Partners

© 2015 ERA Franchise Systems LLC. A Realogy Company. All Rights Reserved. ERA Franchise Systems LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Offi ce is Independently Owned and Operated. ERA and the ERA logo are registered service marks owned by ERA Real Estate Franchise Systems LLC.