NARs New Consumer Website House Logic com Brought

NAR’s New Consumer Website: House. Logic. com Brought to you by the NATIONAL ASSOCIATION OF REALTORS®

Today’s Agenda • Strategic vision and member value • Website strategy • Website concept • House. Logic: A Guided Tour • REALTOR® Content Resource • Marketing overview Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 2

Strategic vision and member value

Strategic Vision • Strengthen the relationship with consumers on behalf of NAR and its members. • Become the comprehensive Voice for Real Estate --- representing the industry and consumers. • Extend the value of the REALTOR® brand well beyond the transaction to the full lifecycle of homeownership. Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 4

Value to Members • Increase NAR’s effectiveness in Washington. • Help REALTORS® stay in touch with buyers and sellers beyond the short-term transaction phase. • Create a platform for NAR to further improve consumer perceptions of REALTORS®. • Help consumers think of REALTORS® as “trusted advisors” around all things home-related. • Support members marketing efforts with consumers. Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 5

Website Strategy

Competitive Landscape Informative NAR Consumer Brand This Old House Home Depot HGTV Trulia. com Mass Personal Cnn. money. com Architectural Digest Apartment Therapy Oprah. com Facebook. com MTV’s Cribs Entertaining Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 7

House. Logic’s Unique Value Proposition NAR can own the Personalized Home Value Planning space. Other entities compete for various aspects of the homeowner experience: Beautification: HGTV How-to: Diy. com Financial value: WSJ Transaction: Realtor. com Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 8

Homeownership Life-cycle A website about homeownership allows us to cover the full life-cycle of homeownership online. Realtor. com = Transaction Homeownershi p Life-cycle House. Logic = Homeownersh ip Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 9

Website Concept

Site Concept Personalized Home Value Planning: All of your home value issues in one place - ideas, trends, savings, activities and actions, all centered around maximizing your home value. Plus, information to help you be a smart home buyer or seller, when the time comes for you to be in the market. Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 11

Positioning The promise the brand makes to the user and delivers in every interaction; point of differentiation Ethical and unbiased, House. Logic puts the homeowner’s best interest first. It empowers homeowners to take responsible actions on their homes and communities by providing superior, credible information & tools to maintain, protect and increase the value of their homes. Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 12

How did we come to this concept? Research, research. • 13 studies • 2, 200 REALTORS® • 4, 000 Consumers Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 13

Target Audience “Responsible Proactive” Homeowners • Proactively searches for information on how to maintain, protect & increase home value. • Practical, well informed, confident and likes to be organized. • Looking for new ideas and are open to exploring new things. • Responsible Proactives look for information that provides fresh perspectives. Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 14

Home related website interests Specific interests of homeowners in general, and our primary audience target in particular: Home energy efficiency ideas Ideas/tips to increase my home's value 10 things you need to know that impact your home's value Home improvement projects that recoup their value Local property tax issues Home repair, care and maintenance Lowering the cost of homeownership Home property values Tax benefits of home ownership Smart home budgeting tips All 54% 44% 43% 44% 47% 45% 42% 40% 39% Target 69% 65% 63% 59% 58% 57% 55% 51% Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 15

House. Logic. com: A Guided Tour

Home Page (Top) Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 17

Home Page (Bottom) Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 18

Smart home buying and selling Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 19

Engage / Advocacy Section Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 20

Article Page Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 21

Personalization Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 22

Binder Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 23

Progress Meters Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 24

Badges Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 25

Project Finder Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 26

REALTOR® Content Resource

REALTOR® Content Resource Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 28

REALTOR® Content Resource (Cont’d) Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 29

Leverages Existing REALTOR® Materials Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 30

Marketing Overview

Marketing Efforts How will members and consumers know about House. Logic? Launch Sequence: Beta Launch Hard Launch 11/12 /09 – 2/14/10 2/15/10 Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 32

Marketing plan outline • NAR’s Annual Conference • NAR vehicles &communications channels: REALTOR® Magazine, REALTOR. org, internal email, AEs • Real Estate Today Radio • Public Awareness campaign value ad • Search engine marketing • Outreach to real estate digital influentials and consumer media • REALTORS® Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 33

Marketing Objectives • Establish and engage a consumer audience o Become a top 10 home website: 1 mm+ visitors per month. • Provide a platform for advocacy efforts • Establish RCR as a vital tool for REALTORS® marketing efforts Brought to you by the NATIONAL ASSOCIATION OF REALTORS® 34

Thank you. www. houselogic. com/members