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Total # of interviews: 52
Interviews since yesterday: 6
Property Managers
that deliver great
tenant experiences
will be a key
partner for us to
generate reviews
Renters will write
non-extreme
reviews if asked by
Property
Managers, so long
as they’re
anonymized
Renters will write
reviews about
extreme
experiences
without incentives
Renters want
standardization,
verification, and a
refocus towards
living experience
Renters value this
platform and
would use
Day 1
(3 Interviews)
Day 2
(16 Interviews)
Day 3
(6 Interviews)
Day 4
(21 Interviews)
Day 5
(6 Interviews)
Recap of the Week
Discovery Day Key Insights Outstanding Items
Day 1
• Renters are accustomed to reading reviews to inform decisions in other areas
• Renters currently try and find information about their apartments online
before signing a lease
• Prospective tenants read/want to read reviews before renting an apartment
• What do renters want to see in a review?
• What are the pain points of apartment hunting?
• How can the other players in this market interact
with this platform (PMs, brokers, etc)
Day 2
• Renters seek three things out of a review platform:
(1) standardization and consistency of reviews across buildings
(2) verification of reviews
(3) reviews should be focused on what it is like to actually live in the building
• What categories to include in the review?
• Now that we have demand, how do we ensure
volume of reviews? How many reviews are
needed to satisfy demand?
Day 3
• (Reviews as a bell curve) - we are less concerned about getting reviews from
either tail (very negative or positive)
• We need to focus on the “meat” of the curve – the non-extreme reviews that
will make up the majority of our platform
• How do we get renters to write reviews for non-
extreme experiences?
• What are out demand generation strategies?
Day 4
• Renters would be very inclined to write a review if encouraged or asked by
their Property Managers, so long as they can do so anonymously
• We must go local to start – NYC is too broad and so we should go building by
building within one neighborhood to ensure supply density
• Building-level reviews are sufficient
• Do Property Managers value this service? Would
they pay for this type of feedback data?
• What is our revenue estimates from ads?
Day 5
• We estimate $3.92 in revenue per page view and $2.87 in cost per page view,
resulting in $1.05 in profit per page view
• Property Managers that deliver great tenant experiences will be more than
willing to work with us for free, as they want their reviews public
• How do we take these unit economics and
scale to the size of a self-sustaining business?
• How do we get reviews from tenants in
buildings with subpar Property Managers?
Progress throughout the Week
Moving Companies
Building Management
Residential RE Brokers
Ad Agency – placing
advertisements on
relevant platforms
Property Managers –
incentivizing reviews –
good PMs are top partner!
Local businesses –
providing discounts as
review incentives
Review verification –
potentially 3rd party
verification
• Incentivize review writing
• Validation and
verification (auditing
reviews)
• Web and app design
• Marketing
• Partnerships
• Data bundling/insight
generation for PMs
• Review Catalog
• Brand reputation/trust
• Labor
• IT
• Customer data
Accessibility of apartment building
information (at individual unit
level?)
Standardized, consistent and
trusted information platform to
inform and impact rent decision
making
Provide information that is either
unavailable or very analog – what
is it really like to live in the
apartment building
Insights for PMs
Targeted advertising
Lead Generation / New Business
for local retail
People can really speak their mind
with anonymized reviews
Self-Service
“Leave a review, read a review”
Verify all reviews
Digital marketing, direct mail
Moving companies, brokers
Go local, building by building to create
communal feel – local organizations
Highly reputable PMs to push positive
review writing to tenants (lesser PMs
less inclined to help)
Prospective Tenants/Review
Readers
Previous Tenants/Review
Writers
Good Property Managers
that want their positive
reviews public (premium
services)
Advertisers (apt renting
process)
Furniture
Companies/Furniture Rental
Companies
Local retail businesses
Mobile/web – QR code
scanning
Integrations / add-ons on
platforms (Google, Craigslist)
Direct Mail
Subsidies/Incentives for
Reviews – cash/gift card
per written review
Human Capital – Biz Dev to
negotiate partnerships
with local biz
Online Advertising
Premium data for PMs – deferred for
future consideration (way beyond
when critical mass is achieved)
Pay Per Use
Mockup Feedback
I could quickly get an overview of the building I was
looking at, and even insight on a few units, all on
the same page…it was also quick and simple to
leave feedback on my apartment.
I like the scores at the top – they seem to cover
the main things I want to know about a building…I
really value the qualitative feedback as well, but
my concern is that the quality of those reviews
would be subpar.
Submitting feedback is definitely easy – it took
me no more than 3 minutes…my only suggestion
is to provide a bit more guidance (or examples)
for the qualitative part – it would be nice to see
what types of things others have put there.
Total
Renters
Asked
10
“Love It”
7
“Like It”
2
“It’s Okay”
1
Experience Segment Very Bad Slightly Bad Slightly Good Very Good
Primary
Acquisition Channel
High Intent / Self
Motivated Review
Writers
Direct Targeting Property Managers
as Survey
Distribution Channel
Property Managers
as Distribution
Channel
Secondary
Acquisition Channel
Direct Targeting High Intent / Self
Motivated Review
Writers
Channel Cost Medium Medium/High Low Low
Get Channel
Engagement
Strategies
1. Organic / WOM
2. Mailings with
cash/equivalent
incentives
3. Mailings with
discounts to
local businesses
1. Digital Ads
2. mailings with
cash/equivalent
incentives
3. Mailings with
discounts to
local businesses
1. Partnerships rep
engages with
property
managers to
send out review
forms to tenants
on our behalf
1. Partnerships rep
engages with
property
mangers to send
out review forms
to tenants on
our behalf
2. Organic / WOM
Get Strategy Updated – Acquisition Channels
“Best Worst Slide”: Unit Econ | $1.05 profit per user
Online marketing – 20%
Property managers – 25%
Local merchants – 20%
Direct traffic – 20%
Direct mail – 15%
$0.06 per 1/30 review $2.81 per user
$2.87
Ultra-targeted
CPC
Ultra-targeted
CTR
# apt page
visits per user
Conversion
Rate
$3.92$6 2.3% 35 66%
Online marketing – 20%
Property managers – 25%
Local merchants – 20%
Direct traffic – 20%
Direct mail – 15%
$0.06 per 1/30 review
RevenueCost
The Next Steps – Days 6 through n
Unlock Bad
Landlords
• Continue discovery with
landlords/managers of lower
quality buildings to
determine where we can
provide value in return for
distribution
Develop Website
& Finalize Survey
• Build simple, single-
neighborhood working
website
• Iterate and finalize survey
form for gathering review
content
Get Out There
• Take building-by-building
approach to
expansion/distribution and
begin signing on landlords
and property managers as
distribution partners
1 2 3
Day 1 Interviews 3
Day 4 Interviews 21
10 39 3
Property
Managers
Renters Brokers
Day 2 Interviews 16
Day 3 Interviews 6
Day 5 Interviews 6
Once we validated the demand for this
platform by renters, we shifted our
interview focus from renters to Property
Managers to better understand how this
side of the market would value (and pay)
for this type of information
Total Interviews 52
Interview Breakdown
Previous Decks
Moving Companies
Building
Management
Companies
Residential RE
Brokers
Web Design
Marketing
Partnerships
Review Catalog
Accessibility of
apartment building
information at
individual unit level
Self-Service Advertisers
Previous
Tenants/Review
Writers
Prospective
Tenants/Review
Readers
Own app
Integrations / add-
ons on platforms
(Google, Craigslist)
Subsidies/Incentives
for Reviews
Human Capital
Online Advertising
Pay Per Use
Day 1
Moving Companies
Building Management
Companies
Residential RE Brokers
Ad Agency
Property Managers
Website development
Review verification
• Incentivize review writing
• Validation and
verification (auditing
reviews)
• Web and app design
• Marketing
• Partnerships
Review Catalog
Brand reputation & trust
Labor
IT
Customer data
Accessibility of apartment
building information at
individual unit level
Standardized, consistent
and trusted information
platform to inform and
impact rent decision
making
Provide information that is
either unavailable or very
analog – what is it really
like to live in the
apartment
Insights for PMs
Self-Service
“Leave a review, read a
review”
Verify all reviews
Digital marketing, direct
mail
Brokers (ambassadors)
Property Managers
(premium services)
Advertisers (apt renting
process)
Moving companies
Previous Tenants/Review
Writers
Prospective
Tenants/Review Readers
Mobile/web
Integrations / add-
ons on platforms
(Google, Craigslist)
Subsidies/Incentives
for Reviews – cash/gift
card per written review
Human Capital
Online Advertising
Premium data for PMs
Pay Per UseDay 2
Moving Companies
Building Management
Residential RE Brokers
Ad Agency – placing
advertisements on
relevant platforms
Property Managers –
incentivizing reviews
Local businesses –
providing discounts as
review incentives
Review verification –
potentially 3rd party
verification
• Incentivize review writing
• Validation and
verification (auditing
reviews)
• Web and app design
• Marketing
• Partnerships
• Data bundling/insight
generation for PMs
• Review Catalog
• Brand reputation/trust
• Labor
• IT
• Customer data
Accessibility of apartment
building information (at
individual unit level?)
Standardized, consistent and
trusted information platform
to inform and impact rent
decision making
Provide information that is
either unavailable or very
analog – what is it really like
to live in the apartment
Insights for PMs
Targeted advertising
Lead Generation / New
Business for local retail
Self-Service
“Leave a review, read a
review”
Verify all reviews
Digital marketing, direct
mail
Prospective Tenants/Review
Readers
Brokers (ambassadors)
Property Managers
(premium services)
Advertisers (apt renting
process)
Moving companies
Previous Tenants/Review
Writers
Furniture
Companies/Furniture Rental
Companies
Local retail businesses
Mobile/web
Integrations / add-ons on
platforms (Google, Craigslist)
Direct Mail
Subsidies/Incentives for
Reviews – cash/gift card
per written review
Human Capital – Biz Dev to
negotiate partnerships
with local biz
Online Advertising
Premium data for PMs
Pay Per Use
Day 3
Moving Companies
Building Management
Residential RE Brokers
Ad Agency – placing
advertisements on
relevant platforms
Property Managers –
incentivizing reviews – top
partner!
Local businesses –
providing discounts as
review incentives
Review verification –
potentially 3rd party
verification
• Incentivize review writing
• Validation and
verification (auditing
reviews)
• Web and app design
• Marketing
• Partnerships
• Data bundling/insight
generation for PMs
• Review Catalog
• Brand reputation/trust
• Labor
• IT
• Customer data
Accessibility of apartment building
information (at individual unit
level?)
Standardized, consistent and
trusted information platform to
inform and impact rent decision
making
Provide information that is either
unavailable or very analog – what
is it really like to live in the
apartment building
Insights for PMs
Targeted advertising
Lead Generation / New Business
for local retail
People can really speak their mind
with anonymized reviews
Self-Service
“Leave a review, read a review”
Verify all reviews
Digital marketing, direct mail
Moving companies, brokers
Go local, building by building to create
communal feel – local organizations
PMs to push review writing to tenants
Prospective Tenants/Review
Readers
Previous Tenants/Review
Writers
Property Managers
(premium services) – key to
solving indirect channel
Advertisers (apt renting
process)
Furniture
Companies/Furniture Rental
Companies
Local retail businesses
Mobile/web – QR code
scanning
Integrations / add-ons on
platforms (Google, Craigslist)
Direct Mail
Subsidies/Incentives for
Reviews – cash/gift card
per written review
Human Capital – Biz Dev to
negotiate partnerships
with local biz
Online Advertising
Premium data for PMs
Pay Per Use
Day 4
Channels – Demand & Supply
Direct
**Hypothesis: If you build it
they will come
• Create large marketing org,
fund growth with capital to
build network effects quickly
Indirect - Ecosystem
**Hypothesis: stakeholders can
draw value great enough
• Create services to provide value
to ecosystem stakeholders
• Rely on ecosystem to acquire
both sides of market
Moving
companies
Property
Managers
Household
services
Furniture
companies
Neighborhood
organizationsOnline ad
campaign
Email
marketing
BTL adsPhysical mail
App store
Get Strategy – Demand Side
Local Evangelism
**Economies of scale and
network effects are local!
• Below-the-line advertising
• Create local partnerships
(agents, property managers,
community organizations)
Online Targeting
**Customers are looking for us
– CTR should be high
• Customer segments are very
clear and easily targetable
• CAC could be predictable
and managable
Excellent (positive)
reviews
Terrible (negative)
reviews
Somewhat negative
reviews
Somewhat positive
reviews
Get Strategy – Supply Side: Framework
Get Strategy – Supply Side
Direct Incentives
**Hypothesis to validate: how
low can we go
• Short-term: allocate large
portion of budget for growth
• Long-term: plan unit-
economically sound)
Indirect Incentives
**Hypothesis: most relevant
stakeholder: Property
Managers
• Provide value to stakeholders
who will incentivize reviewers
• Prospects: property managers,
movers
Social/Psychological
UX
**Social networks highlighted
people’s need for community
• Test community-based UX,
good Samaritan profiles,
Quora-like strategies etc.
Get Strategy – Supply Side: Deep Dive
Indirect Incentives
**Hypothesis: most relevant
stakeholder: Property
Managers
• Provide value to stakeholders
who will incentivize reviewers
• Prospects: property managers,
movers
How do we get property managers in the loop?
1. Big insight from customer
discovery: Tenants would write
reviews for free if asked by their
property managers
2. Property managers could draw some
value from aggregated review
content
Validated Hypotheses
1. Property managers can draw
enough value to pull them into
ecosystem as active player
2. Aggregated processed insights on
their own building as well as on
competitors is their key potential
added-value from product
3. Given new anonymized review
format, tenants will not be pressured
to write biased reviews
Hypotheses to validate
Revenue Model
Ad-based
• Real-estate & household
focused ad spend (US): $15Bn
• Our platform adds a second-
to-none targeting capability
Premium Services
• Property managers: insights
about own building and
competitors; UGC-based
marketing campaign
• Other stakeholders: lead
generation
Potential advertisers:
Moving
companies
Property
Managers
Household
services
Furniture
companies
Neighborhood
organizations
Day Three Insights:
• We need to focus on the “meat” of the curve – the non-extreme reviews that will make up the
majority of our platform
• “My building was good…” or “My building was not so good…”
• Our “get” strategy must focus on these tenants to ensure enough volume to attract demand
Outstanding Items:
• How do we get Property Managers to send on our behalf? What’s their motivation?
• How do we get local organizations and merchants to promote on our behalf?
• How to retain and engage customers?
New Interview Questions:
• Would you like feedback from your tenants on their experiences in your building?
• If we could aggregate this feedback and provide insights, would this be sufficient?
• Good insights can boost your reputation, thus leading to…
• If not, what would you need to send this out to your tenants (ideas – compensation, promote
their buildings on our platform, highlight positive reviews, etc)
Mock-up 1.0
117 Waverly Place
Greenwich Village
New York, New York 10011
7.3 8.4 8.2 6.6 8.1
Building
& Appliances
Does everything work?
Noise
Do you have the quiet
that you desire?
Neighbors
Are they good people?
Building Staff
Are they responsive
& effective?
Overall Value
Is your apartment worth
the price you pay?
Feedback
Overall very happy with the building. My neighbors are great and there are no noise issues at all! Unfortunately, I have had some older
appliances break fairly frequently (shower head, closet door) and the building maintenance has been a bit slow to respond (upwards of
2.5 weeks). A recent request was fixed more timely, so I am hopeful for the future!
I think this apartment is a great value! I had some construction noise for the beginning of my lease, but it looks like the job has been
completed. I also had a water leak in the corner of my kitchen every winter, but the staff has seemingly fixed the issue last month.
YearUnit
3B 2019
5E 2019
We value your insight!
Date
Address Start typing your address…
Building &
Appliances
Does everything work?
Noise
Do you have the quiet that you
desire?
Neighbors
Are they good people?
Building Staff
Are they responsive & effective?
Overall Value
Is your apartment worth the
price you pay?
1 (Not at all) 5 (Somewhat) 10 (Perfection)
Comments
(we really appreciate
more information)
Start typing…
Interview Questions: Demand Side
1. How many units do you manage?
2. Do you monitor any online review platforms?
3. If yes, which ones do you monitor?
4. Which aspects of that platform/those platforms do you value?
5. Are there any features/aspects you wish they offered?
6. Which types of tenant feedback are the most difficult to obtain / the most useful to you?
7. Do you have any program for collecting feedback from your tenants?
8. If your tenants offered very positive reviews, would you find it valuable to use that information to create a
marketing/advertising campaign, or some other sales assets?
9. If your tenants were predominantly unhappy with the building or their units, would you be interested in a
solution that helped you acquire/synthesize that customer information?
10. Would you be open, under any circumstances, to sending survey links / digital forms around to your tenants to
collect information?
11. How else might you be comfortable contacting your tenants?
Interview Questions: Supply Side
1. Have you ever left an online review?
2. If yes, what made you leave that review?
3. Would you leave a review of your current or former apartment?
4. Building?
5. Neighborhood?
6. Are there any specific concerns you might have leaving a review on an apartment?
7. Is anonymity important to you
8. If you would not leave a review for free, could you be compensated/incentivized to write a review?
9. How much cash/cash equivalent would you require to write a review?
10. Would you accept discounts to neighborhood businesses in exchange for a review?
11. Would you write a review in exchange for access to other reviews? (Glassdoor model)
12. What other types of incentives might you accept in return for a written review?
13. Would you feel more or less comfortable leaving qualitative information as opposed to a quantitative score for
the unit, building, neighborhood?
14. Might you be uncomfortable leaving a negative review for fear that it might impact your ability to rent
apartments in the future.
Market Segments - Renters
Existing renters
Know what they are looking for,
potentially have specific needs
Have more information and people to
contact
New to market
Limited in time and access to
apartments and people with
information; could use data to inform
search; don’t always know what to ask
New to renting
Concerned and less confident. Could
use more knowledge
On average, more financially
constrained – more susceptible to bad
apartments
Ages 25-40
Young professionals
Singles, Couples, Families
Ages 25-40
Young professionals
Singles, Couples, Families
Ages 18-25
Post-college
Singles
Top need:
Make sure new apartment is an
upgrade from the previous one
Top need:
Make search process more efficient
and targeted
Top need:
Tools to instill confidence in decision
making
Value Proposition - Renters
Existing renters New to market New to renting
Provide granular enough information
such that it answers the specific
questions existing renters might have
based on past experiences
• Provide the necessary information
to screen which apartments to see
remotely
• Give an idea of issues to take into
consideration in the relevant
market
• Provide the confidence of not
being misinformed due to lack of
experience
• Give an idea of issues to take into
consideration in the relevant
market
Market Segments – Property Managers
Large Companies
Have people dedicated to going over
reviews. Have an internal review
system
Customer feedback could be managed
centrally, not per building
Small Companies
Might collect or look at reviews, but
not methodically
Challenged with competing with large
players
Don’t have competitive intel
Private
Has a hard time gauging large interest
for its property
Wants to compete with larger players
Has very little time and capacity for
anything
Manage thousands of apartments or
more across buildings, cities and
markets
Manage dozens of apartments in
across a small number of buildings
Owns 1-3 apartments
Not a professional
Top need:
Insights to run business optimally
Top need:
Tools to compete with larger players
Top need:
Validation to attract good renters
Value Proposition – Property Managers
Large Companies Small Companies Private
Insights based on invaluable unbiased
data
Marketing platform based on UGC Available information to offer
potential renters that would validate
landlord while saving time
Hypothesis Test Pass Result
Renters feel they do not have sufficient information
about rental units / have had bad experiences with
apartments after signing a lease and moving in
Interviews with renters >50% Mixed – a little more than half of interviewees agree with
this, others have not yet had a negative experience
Prospective tenants read/want to read reviews
before renting an apartment
Interviews with renters >75% Confirmed – potential renters google their apartments
online to try and find some online reviews
Renters are accustomed to reading reviews to
inform decisions in other areas
Interviews with renters, Usage statistics on
other review platforms
>85% Confirmed – in other parts of life, reading reviews is a part
of daily routine (food, movies, local commerce)
Reviews will materially impact the decisions that
renters make, beyond simply informing their
diligence
Interviews with renters, A/B survey with
reviews shown to test group and no reviews
shown to controls
Statistically
significant
difference in
outcomes
Incorrect – most of the issues found on these reviews would
be nice to know about, but would, in most cases, not lead
to a different renting decision (renters would still choose to
rent apartment regardless of these negative reviews)
A robust review site will not fundamentally alter
the general rental diligence process (apartment
visit before submitting paperwork)
Interviews with renters, Test MVP (review of
small number of vacant apartments) with
prospective renters of those apartment
Statistically
significant
difference in
outcomes
Confirmed – a review platform will add more clarity to the
rental process, but will not replace other parts of the
process (i.e. visiting the apartment, searching the
reputation of the Property Manager)
Review readers desire standardization and
consistency of reviews
Interviews with renters, Survey >75% Confirmed – a big issue is that reviews for different
apartments are very different from each other
Current information sources, including reviews, are
not trustworthy enough to be completely reliable
Interviews with renters >75% Confirmed – there is mistrust, especially with the extremely
positive reviews (potentially from landlords)
Renters will write reviews Interviews with renters, Digital marketing
campaign conversion, Direct mail campaign
conversion, Survey for incentive structure
>50% Renters will write reviews for extreme experiences (good or
bad) but are less inclined to do so for average experiences
Renters need to be incentivized to write reviews Interviews with renters, Digital marketing
campaign conversion, Direct mail campaign
conversion
>33.3% Renters need to be incentivized monetarily to leave reviews
(outside of extreme experiences, both good and bad)
Property managers will find these reviews valuable Interviews with property managers >50% PMs value positive reviews, but it is not a focus
Day Two Insights:
• Potential customers value apartment reviews
• There are three key issues with current players
1. Reviews are not standardized or consistent across apartments
2. Reviews are not focused on what customers request – what it is like to actually live in the
apartment
3. Reviews are not verified, and thus not trustworthy
Outstanding Items:
• How many reviews is sufficient?
• How recent do the reviews need to be?
• What should the reviews look like/cover?
• How can we incentivize you to write a review?
New Interview Questions:
• How many reviews would you need to actually go on and search for your apartment?
• How recent must the review be? How would you react to a review left more than a year ago?
• What would you like to see in the review? What matters to you when living in an apartment?
• How can we incentivize you to leave a detailed review for a past apartment?
New rental
apt market
(US):
$400Bn
Rental
services
market in
the US:
$37B
Rental services
market in NYC:
$2B
Online ad
industry:
$330Bn
Real-estate
& household
focused ad
spend (US):
$15Bn
In NYC:
$1B
Market Size
Type of Business and Market Type
Type of Business
Market Type
Startup – for profit
New product, existing market:
Customers today have either analog trusted reviews
or digital untrusted reviews (or none). We are
creating digital trusted standardized reviews
Hypothesis Test Pass
Renters feel they do not have sufficient
information about rental units / have had bad
experiences with apartments after signing a lease
and moving in
Interviews with renters >50%
Prospective tenants read/want to read reviews
before renting an apartment
Interviews with renters >75%
Renters are accustomed to reading reviews to
inform decisions in other areas
Interviews with renters, Usage statistics on other
review platforms
>85%
Reviews will materially impact the decisions that
renters make, beyond simply informing their
diligence
Interviews with renters, A/B survey with reviews
shown to test group and no reviews shown to
controls
Statistically significant difference in outcomes
A robust review site will not fundamentally alter
the general rental diligence process (apartment
visit before submitting paperwork)
Interviews with renters, Test MVP (review of
small number of vacant apartments) with
prospective renters of those apartment
Statistically significant difference in outcomes
Review readers desire standardization and
consistency of reviews
Interviews with renters, Survey >75%
Current information sources, including reviews,
are not trustworthy enough to be completely
reliable
Interviews with renters >75%
Renters will write reviews Interviews with renters, Digital marketing
campaign conversion, Direct mail campaign
conversion, Survey for incentive structure
>50%
Renters need to be incentivized to write reviews Interviews with renters, Digital marketing
campaign conversion, Direct mail campaign
conversion
>33.3%
Property managers will find this review content
valuable
Interviews with property managers >50%
Neighborhood Review PlatformsApartment Discovery Platforms
Review Platforms
Real Estate Brokers Property Managers
Revvy
Appendix: Interview Breakdown
Property
Managers
Real Estate
Agents
Repeat Renters
New Apartment
Renters
Relocated
Renters
3 1 9 3 3

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Project Revvy Columbia Univ 2020

  • 1. Total # of interviews: 52 Interviews since yesterday: 6
  • 2. Property Managers that deliver great tenant experiences will be a key partner for us to generate reviews Renters will write non-extreme reviews if asked by Property Managers, so long as they’re anonymized Renters will write reviews about extreme experiences without incentives Renters want standardization, verification, and a refocus towards living experience Renters value this platform and would use Day 1 (3 Interviews) Day 2 (16 Interviews) Day 3 (6 Interviews) Day 4 (21 Interviews) Day 5 (6 Interviews) Recap of the Week
  • 3. Discovery Day Key Insights Outstanding Items Day 1 • Renters are accustomed to reading reviews to inform decisions in other areas • Renters currently try and find information about their apartments online before signing a lease • Prospective tenants read/want to read reviews before renting an apartment • What do renters want to see in a review? • What are the pain points of apartment hunting? • How can the other players in this market interact with this platform (PMs, brokers, etc) Day 2 • Renters seek three things out of a review platform: (1) standardization and consistency of reviews across buildings (2) verification of reviews (3) reviews should be focused on what it is like to actually live in the building • What categories to include in the review? • Now that we have demand, how do we ensure volume of reviews? How many reviews are needed to satisfy demand? Day 3 • (Reviews as a bell curve) - we are less concerned about getting reviews from either tail (very negative or positive) • We need to focus on the “meat” of the curve – the non-extreme reviews that will make up the majority of our platform • How do we get renters to write reviews for non- extreme experiences? • What are out demand generation strategies? Day 4 • Renters would be very inclined to write a review if encouraged or asked by their Property Managers, so long as they can do so anonymously • We must go local to start – NYC is too broad and so we should go building by building within one neighborhood to ensure supply density • Building-level reviews are sufficient • Do Property Managers value this service? Would they pay for this type of feedback data? • What is our revenue estimates from ads? Day 5 • We estimate $3.92 in revenue per page view and $2.87 in cost per page view, resulting in $1.05 in profit per page view • Property Managers that deliver great tenant experiences will be more than willing to work with us for free, as they want their reviews public • How do we take these unit economics and scale to the size of a self-sustaining business? • How do we get reviews from tenants in buildings with subpar Property Managers? Progress throughout the Week
  • 4. Moving Companies Building Management Residential RE Brokers Ad Agency – placing advertisements on relevant platforms Property Managers – incentivizing reviews – good PMs are top partner! Local businesses – providing discounts as review incentives Review verification – potentially 3rd party verification • Incentivize review writing • Validation and verification (auditing reviews) • Web and app design • Marketing • Partnerships • Data bundling/insight generation for PMs • Review Catalog • Brand reputation/trust • Labor • IT • Customer data Accessibility of apartment building information (at individual unit level?) Standardized, consistent and trusted information platform to inform and impact rent decision making Provide information that is either unavailable or very analog – what is it really like to live in the apartment building Insights for PMs Targeted advertising Lead Generation / New Business for local retail People can really speak their mind with anonymized reviews Self-Service “Leave a review, read a review” Verify all reviews Digital marketing, direct mail Moving companies, brokers Go local, building by building to create communal feel – local organizations Highly reputable PMs to push positive review writing to tenants (lesser PMs less inclined to help) Prospective Tenants/Review Readers Previous Tenants/Review Writers Good Property Managers that want their positive reviews public (premium services) Advertisers (apt renting process) Furniture Companies/Furniture Rental Companies Local retail businesses Mobile/web – QR code scanning Integrations / add-ons on platforms (Google, Craigslist) Direct Mail Subsidies/Incentives for Reviews – cash/gift card per written review Human Capital – Biz Dev to negotiate partnerships with local biz Online Advertising Premium data for PMs – deferred for future consideration (way beyond when critical mass is achieved) Pay Per Use
  • 5. Mockup Feedback I could quickly get an overview of the building I was looking at, and even insight on a few units, all on the same page…it was also quick and simple to leave feedback on my apartment. I like the scores at the top – they seem to cover the main things I want to know about a building…I really value the qualitative feedback as well, but my concern is that the quality of those reviews would be subpar. Submitting feedback is definitely easy – it took me no more than 3 minutes…my only suggestion is to provide a bit more guidance (or examples) for the qualitative part – it would be nice to see what types of things others have put there. Total Renters Asked 10 “Love It” 7 “Like It” 2 “It’s Okay” 1
  • 6. Experience Segment Very Bad Slightly Bad Slightly Good Very Good Primary Acquisition Channel High Intent / Self Motivated Review Writers Direct Targeting Property Managers as Survey Distribution Channel Property Managers as Distribution Channel Secondary Acquisition Channel Direct Targeting High Intent / Self Motivated Review Writers Channel Cost Medium Medium/High Low Low Get Channel Engagement Strategies 1. Organic / WOM 2. Mailings with cash/equivalent incentives 3. Mailings with discounts to local businesses 1. Digital Ads 2. mailings with cash/equivalent incentives 3. Mailings with discounts to local businesses 1. Partnerships rep engages with property managers to send out review forms to tenants on our behalf 1. Partnerships rep engages with property mangers to send out review forms to tenants on our behalf 2. Organic / WOM Get Strategy Updated – Acquisition Channels
  • 7. “Best Worst Slide”: Unit Econ | $1.05 profit per user Online marketing – 20% Property managers – 25% Local merchants – 20% Direct traffic – 20% Direct mail – 15% $0.06 per 1/30 review $2.81 per user $2.87 Ultra-targeted CPC Ultra-targeted CTR # apt page visits per user Conversion Rate $3.92$6 2.3% 35 66% Online marketing – 20% Property managers – 25% Local merchants – 20% Direct traffic – 20% Direct mail – 15% $0.06 per 1/30 review RevenueCost
  • 8. The Next Steps – Days 6 through n Unlock Bad Landlords • Continue discovery with landlords/managers of lower quality buildings to determine where we can provide value in return for distribution Develop Website & Finalize Survey • Build simple, single- neighborhood working website • Iterate and finalize survey form for gathering review content Get Out There • Take building-by-building approach to expansion/distribution and begin signing on landlords and property managers as distribution partners 1 2 3
  • 9. Day 1 Interviews 3 Day 4 Interviews 21 10 39 3 Property Managers Renters Brokers Day 2 Interviews 16 Day 3 Interviews 6 Day 5 Interviews 6 Once we validated the demand for this platform by renters, we shifted our interview focus from renters to Property Managers to better understand how this side of the market would value (and pay) for this type of information Total Interviews 52 Interview Breakdown
  • 11. Moving Companies Building Management Companies Residential RE Brokers Web Design Marketing Partnerships Review Catalog Accessibility of apartment building information at individual unit level Self-Service Advertisers Previous Tenants/Review Writers Prospective Tenants/Review Readers Own app Integrations / add- ons on platforms (Google, Craigslist) Subsidies/Incentives for Reviews Human Capital Online Advertising Pay Per Use Day 1
  • 12. Moving Companies Building Management Companies Residential RE Brokers Ad Agency Property Managers Website development Review verification • Incentivize review writing • Validation and verification (auditing reviews) • Web and app design • Marketing • Partnerships Review Catalog Brand reputation & trust Labor IT Customer data Accessibility of apartment building information at individual unit level Standardized, consistent and trusted information platform to inform and impact rent decision making Provide information that is either unavailable or very analog – what is it really like to live in the apartment Insights for PMs Self-Service “Leave a review, read a review” Verify all reviews Digital marketing, direct mail Brokers (ambassadors) Property Managers (premium services) Advertisers (apt renting process) Moving companies Previous Tenants/Review Writers Prospective Tenants/Review Readers Mobile/web Integrations / add- ons on platforms (Google, Craigslist) Subsidies/Incentives for Reviews – cash/gift card per written review Human Capital Online Advertising Premium data for PMs Pay Per UseDay 2
  • 13. Moving Companies Building Management Residential RE Brokers Ad Agency – placing advertisements on relevant platforms Property Managers – incentivizing reviews Local businesses – providing discounts as review incentives Review verification – potentially 3rd party verification • Incentivize review writing • Validation and verification (auditing reviews) • Web and app design • Marketing • Partnerships • Data bundling/insight generation for PMs • Review Catalog • Brand reputation/trust • Labor • IT • Customer data Accessibility of apartment building information (at individual unit level?) Standardized, consistent and trusted information platform to inform and impact rent decision making Provide information that is either unavailable or very analog – what is it really like to live in the apartment Insights for PMs Targeted advertising Lead Generation / New Business for local retail Self-Service “Leave a review, read a review” Verify all reviews Digital marketing, direct mail Prospective Tenants/Review Readers Brokers (ambassadors) Property Managers (premium services) Advertisers (apt renting process) Moving companies Previous Tenants/Review Writers Furniture Companies/Furniture Rental Companies Local retail businesses Mobile/web Integrations / add-ons on platforms (Google, Craigslist) Direct Mail Subsidies/Incentives for Reviews – cash/gift card per written review Human Capital – Biz Dev to negotiate partnerships with local biz Online Advertising Premium data for PMs Pay Per Use Day 3
  • 14. Moving Companies Building Management Residential RE Brokers Ad Agency – placing advertisements on relevant platforms Property Managers – incentivizing reviews – top partner! Local businesses – providing discounts as review incentives Review verification – potentially 3rd party verification • Incentivize review writing • Validation and verification (auditing reviews) • Web and app design • Marketing • Partnerships • Data bundling/insight generation for PMs • Review Catalog • Brand reputation/trust • Labor • IT • Customer data Accessibility of apartment building information (at individual unit level?) Standardized, consistent and trusted information platform to inform and impact rent decision making Provide information that is either unavailable or very analog – what is it really like to live in the apartment building Insights for PMs Targeted advertising Lead Generation / New Business for local retail People can really speak their mind with anonymized reviews Self-Service “Leave a review, read a review” Verify all reviews Digital marketing, direct mail Moving companies, brokers Go local, building by building to create communal feel – local organizations PMs to push review writing to tenants Prospective Tenants/Review Readers Previous Tenants/Review Writers Property Managers (premium services) – key to solving indirect channel Advertisers (apt renting process) Furniture Companies/Furniture Rental Companies Local retail businesses Mobile/web – QR code scanning Integrations / add-ons on platforms (Google, Craigslist) Direct Mail Subsidies/Incentives for Reviews – cash/gift card per written review Human Capital – Biz Dev to negotiate partnerships with local biz Online Advertising Premium data for PMs Pay Per Use Day 4
  • 15. Channels – Demand & Supply Direct **Hypothesis: If you build it they will come • Create large marketing org, fund growth with capital to build network effects quickly Indirect - Ecosystem **Hypothesis: stakeholders can draw value great enough • Create services to provide value to ecosystem stakeholders • Rely on ecosystem to acquire both sides of market Moving companies Property Managers Household services Furniture companies Neighborhood organizationsOnline ad campaign Email marketing BTL adsPhysical mail App store
  • 16. Get Strategy – Demand Side Local Evangelism **Economies of scale and network effects are local! • Below-the-line advertising • Create local partnerships (agents, property managers, community organizations) Online Targeting **Customers are looking for us – CTR should be high • Customer segments are very clear and easily targetable • CAC could be predictable and managable
  • 17. Excellent (positive) reviews Terrible (negative) reviews Somewhat negative reviews Somewhat positive reviews Get Strategy – Supply Side: Framework
  • 18. Get Strategy – Supply Side Direct Incentives **Hypothesis to validate: how low can we go • Short-term: allocate large portion of budget for growth • Long-term: plan unit- economically sound) Indirect Incentives **Hypothesis: most relevant stakeholder: Property Managers • Provide value to stakeholders who will incentivize reviewers • Prospects: property managers, movers Social/Psychological UX **Social networks highlighted people’s need for community • Test community-based UX, good Samaritan profiles, Quora-like strategies etc.
  • 19. Get Strategy – Supply Side: Deep Dive Indirect Incentives **Hypothesis: most relevant stakeholder: Property Managers • Provide value to stakeholders who will incentivize reviewers • Prospects: property managers, movers How do we get property managers in the loop? 1. Big insight from customer discovery: Tenants would write reviews for free if asked by their property managers 2. Property managers could draw some value from aggregated review content Validated Hypotheses 1. Property managers can draw enough value to pull them into ecosystem as active player 2. Aggregated processed insights on their own building as well as on competitors is their key potential added-value from product 3. Given new anonymized review format, tenants will not be pressured to write biased reviews Hypotheses to validate
  • 20. Revenue Model Ad-based • Real-estate & household focused ad spend (US): $15Bn • Our platform adds a second- to-none targeting capability Premium Services • Property managers: insights about own building and competitors; UGC-based marketing campaign • Other stakeholders: lead generation Potential advertisers: Moving companies Property Managers Household services Furniture companies Neighborhood organizations
  • 21. Day Three Insights: • We need to focus on the “meat” of the curve – the non-extreme reviews that will make up the majority of our platform • “My building was good…” or “My building was not so good…” • Our “get” strategy must focus on these tenants to ensure enough volume to attract demand Outstanding Items: • How do we get Property Managers to send on our behalf? What’s their motivation? • How do we get local organizations and merchants to promote on our behalf? • How to retain and engage customers? New Interview Questions: • Would you like feedback from your tenants on their experiences in your building? • If we could aggregate this feedback and provide insights, would this be sufficient? • Good insights can boost your reputation, thus leading to… • If not, what would you need to send this out to your tenants (ideas – compensation, promote their buildings on our platform, highlight positive reviews, etc)
  • 23. 117 Waverly Place Greenwich Village New York, New York 10011 7.3 8.4 8.2 6.6 8.1 Building & Appliances Does everything work? Noise Do you have the quiet that you desire? Neighbors Are they good people? Building Staff Are they responsive & effective? Overall Value Is your apartment worth the price you pay? Feedback Overall very happy with the building. My neighbors are great and there are no noise issues at all! Unfortunately, I have had some older appliances break fairly frequently (shower head, closet door) and the building maintenance has been a bit slow to respond (upwards of 2.5 weeks). A recent request was fixed more timely, so I am hopeful for the future! I think this apartment is a great value! I had some construction noise for the beginning of my lease, but it looks like the job has been completed. I also had a water leak in the corner of my kitchen every winter, but the staff has seemingly fixed the issue last month. YearUnit 3B 2019 5E 2019
  • 24. We value your insight! Date Address Start typing your address… Building & Appliances Does everything work? Noise Do you have the quiet that you desire? Neighbors Are they good people? Building Staff Are they responsive & effective? Overall Value Is your apartment worth the price you pay? 1 (Not at all) 5 (Somewhat) 10 (Perfection) Comments (we really appreciate more information) Start typing…
  • 25. Interview Questions: Demand Side 1. How many units do you manage? 2. Do you monitor any online review platforms? 3. If yes, which ones do you monitor? 4. Which aspects of that platform/those platforms do you value? 5. Are there any features/aspects you wish they offered? 6. Which types of tenant feedback are the most difficult to obtain / the most useful to you? 7. Do you have any program for collecting feedback from your tenants? 8. If your tenants offered very positive reviews, would you find it valuable to use that information to create a marketing/advertising campaign, or some other sales assets? 9. If your tenants were predominantly unhappy with the building or their units, would you be interested in a solution that helped you acquire/synthesize that customer information? 10. Would you be open, under any circumstances, to sending survey links / digital forms around to your tenants to collect information? 11. How else might you be comfortable contacting your tenants?
  • 26. Interview Questions: Supply Side 1. Have you ever left an online review? 2. If yes, what made you leave that review? 3. Would you leave a review of your current or former apartment? 4. Building? 5. Neighborhood? 6. Are there any specific concerns you might have leaving a review on an apartment? 7. Is anonymity important to you 8. If you would not leave a review for free, could you be compensated/incentivized to write a review? 9. How much cash/cash equivalent would you require to write a review? 10. Would you accept discounts to neighborhood businesses in exchange for a review? 11. Would you write a review in exchange for access to other reviews? (Glassdoor model) 12. What other types of incentives might you accept in return for a written review? 13. Would you feel more or less comfortable leaving qualitative information as opposed to a quantitative score for the unit, building, neighborhood? 14. Might you be uncomfortable leaving a negative review for fear that it might impact your ability to rent apartments in the future.
  • 27. Market Segments - Renters Existing renters Know what they are looking for, potentially have specific needs Have more information and people to contact New to market Limited in time and access to apartments and people with information; could use data to inform search; don’t always know what to ask New to renting Concerned and less confident. Could use more knowledge On average, more financially constrained – more susceptible to bad apartments Ages 25-40 Young professionals Singles, Couples, Families Ages 25-40 Young professionals Singles, Couples, Families Ages 18-25 Post-college Singles Top need: Make sure new apartment is an upgrade from the previous one Top need: Make search process more efficient and targeted Top need: Tools to instill confidence in decision making
  • 28. Value Proposition - Renters Existing renters New to market New to renting Provide granular enough information such that it answers the specific questions existing renters might have based on past experiences • Provide the necessary information to screen which apartments to see remotely • Give an idea of issues to take into consideration in the relevant market • Provide the confidence of not being misinformed due to lack of experience • Give an idea of issues to take into consideration in the relevant market
  • 29. Market Segments – Property Managers Large Companies Have people dedicated to going over reviews. Have an internal review system Customer feedback could be managed centrally, not per building Small Companies Might collect or look at reviews, but not methodically Challenged with competing with large players Don’t have competitive intel Private Has a hard time gauging large interest for its property Wants to compete with larger players Has very little time and capacity for anything Manage thousands of apartments or more across buildings, cities and markets Manage dozens of apartments in across a small number of buildings Owns 1-3 apartments Not a professional Top need: Insights to run business optimally Top need: Tools to compete with larger players Top need: Validation to attract good renters
  • 30. Value Proposition – Property Managers Large Companies Small Companies Private Insights based on invaluable unbiased data Marketing platform based on UGC Available information to offer potential renters that would validate landlord while saving time
  • 31. Hypothesis Test Pass Result Renters feel they do not have sufficient information about rental units / have had bad experiences with apartments after signing a lease and moving in Interviews with renters >50% Mixed – a little more than half of interviewees agree with this, others have not yet had a negative experience Prospective tenants read/want to read reviews before renting an apartment Interviews with renters >75% Confirmed – potential renters google their apartments online to try and find some online reviews Renters are accustomed to reading reviews to inform decisions in other areas Interviews with renters, Usage statistics on other review platforms >85% Confirmed – in other parts of life, reading reviews is a part of daily routine (food, movies, local commerce) Reviews will materially impact the decisions that renters make, beyond simply informing their diligence Interviews with renters, A/B survey with reviews shown to test group and no reviews shown to controls Statistically significant difference in outcomes Incorrect – most of the issues found on these reviews would be nice to know about, but would, in most cases, not lead to a different renting decision (renters would still choose to rent apartment regardless of these negative reviews) A robust review site will not fundamentally alter the general rental diligence process (apartment visit before submitting paperwork) Interviews with renters, Test MVP (review of small number of vacant apartments) with prospective renters of those apartment Statistically significant difference in outcomes Confirmed – a review platform will add more clarity to the rental process, but will not replace other parts of the process (i.e. visiting the apartment, searching the reputation of the Property Manager) Review readers desire standardization and consistency of reviews Interviews with renters, Survey >75% Confirmed – a big issue is that reviews for different apartments are very different from each other Current information sources, including reviews, are not trustworthy enough to be completely reliable Interviews with renters >75% Confirmed – there is mistrust, especially with the extremely positive reviews (potentially from landlords) Renters will write reviews Interviews with renters, Digital marketing campaign conversion, Direct mail campaign conversion, Survey for incentive structure >50% Renters will write reviews for extreme experiences (good or bad) but are less inclined to do so for average experiences Renters need to be incentivized to write reviews Interviews with renters, Digital marketing campaign conversion, Direct mail campaign conversion >33.3% Renters need to be incentivized monetarily to leave reviews (outside of extreme experiences, both good and bad) Property managers will find these reviews valuable Interviews with property managers >50% PMs value positive reviews, but it is not a focus
  • 32. Day Two Insights: • Potential customers value apartment reviews • There are three key issues with current players 1. Reviews are not standardized or consistent across apartments 2. Reviews are not focused on what customers request – what it is like to actually live in the apartment 3. Reviews are not verified, and thus not trustworthy Outstanding Items: • How many reviews is sufficient? • How recent do the reviews need to be? • What should the reviews look like/cover? • How can we incentivize you to write a review? New Interview Questions: • How many reviews would you need to actually go on and search for your apartment? • How recent must the review be? How would you react to a review left more than a year ago? • What would you like to see in the review? What matters to you when living in an apartment? • How can we incentivize you to leave a detailed review for a past apartment?
  • 33. New rental apt market (US): $400Bn Rental services market in the US: $37B Rental services market in NYC: $2B Online ad industry: $330Bn Real-estate & household focused ad spend (US): $15Bn In NYC: $1B Market Size
  • 34. Type of Business and Market Type Type of Business Market Type Startup – for profit New product, existing market: Customers today have either analog trusted reviews or digital untrusted reviews (or none). We are creating digital trusted standardized reviews
  • 35. Hypothesis Test Pass Renters feel they do not have sufficient information about rental units / have had bad experiences with apartments after signing a lease and moving in Interviews with renters >50% Prospective tenants read/want to read reviews before renting an apartment Interviews with renters >75% Renters are accustomed to reading reviews to inform decisions in other areas Interviews with renters, Usage statistics on other review platforms >85% Reviews will materially impact the decisions that renters make, beyond simply informing their diligence Interviews with renters, A/B survey with reviews shown to test group and no reviews shown to controls Statistically significant difference in outcomes A robust review site will not fundamentally alter the general rental diligence process (apartment visit before submitting paperwork) Interviews with renters, Test MVP (review of small number of vacant apartments) with prospective renters of those apartment Statistically significant difference in outcomes Review readers desire standardization and consistency of reviews Interviews with renters, Survey >75% Current information sources, including reviews, are not trustworthy enough to be completely reliable Interviews with renters >75% Renters will write reviews Interviews with renters, Digital marketing campaign conversion, Direct mail campaign conversion, Survey for incentive structure >50% Renters need to be incentivized to write reviews Interviews with renters, Digital marketing campaign conversion, Direct mail campaign conversion >33.3% Property managers will find this review content valuable Interviews with property managers >50%
  • 36. Neighborhood Review PlatformsApartment Discovery Platforms Review Platforms Real Estate Brokers Property Managers Revvy
  • 37. Appendix: Interview Breakdown Property Managers Real Estate Agents Repeat Renters New Apartment Renters Relocated Renters 3 1 9 3 3

Hinweis der Redaktion

  1. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household
  2. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household
  3. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household
  4. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household
  5. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household
  6. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household
  7. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household
  8. Rental services market = $20M movers per annum X $1500 average monthly rent X 12 months X 10% brokers fee 66% of movers are renters = ~20Mn people (U.S. Census bureau, October 2018) Average rent = $1500 Based on the most recent forecast from Borrell Associates released in 2019, U.S. rental property managers will spend an estimated $2.7 billion on advertising in 2019 Ads on rentals on Zillow website grew 30% from 2017 to 2018, 68% from 2016 to 2017 Home & local services is the largest and fastest growing category by revenue for Yelp, 33% of ad revenue (~$300M) Household