Attacking in an Emerging Market - Lessons from the Ukraine - Presentation by Mesto at the Property Portal Watch Conference - AMS 2015 - Ivo Perts

1. Attacking in an emerging market –
lessons from the Ukraine

2. Population
40M+
Net annual worth
15,9B
Internet penetration
42%
Properties sold in 2014
Over
178,000
Market data

3. Active
agents Listings
Player 1 3 057 Player 1 180 590
Player 2 2 949 Player 3 175 000
Mesto.ua 2 642 Player 2 104 717
Player 3 1 379 Mesto.ua 102 614
Traffic
Player 1 1.3M
Player 3 660K
Mesto.ua 370K
Player 2 320K

4. Investment in design and UX
We think we have the best looking product on the market, but we keep on
developing UX and design.
This not only increased conversion rates and ours are quite high at 22%, but
also increased time spent on site and returning customers.

5. Innovation and education
You need to invest in the relationship with the
customer and keep adding features which on
their own would be enough for the customer
to come back, but joined with a lead
generating machine they have no choice but to
come to you.
Keep on adding extra features to the platform and make the agents
life easier. If you’re only providing leads, then someone with a
bigger budget can come along and crush your business.

6. Educate the market – especially in an
emerging market, agents don’t fully
appreciate the online world and need
schooling on the full capabilities of the
platform and how the website can cut
their time and costs and speed up the
sales process.
Content quality – we take great pride in
the quality of our content. We know from
some aggregator partners that 89% of our
listings have images where by our closest
competitor has around 65%. Images as
you all know are the main criteria for
quality.

7. We think that the business should work bottom up, meaning that we need
to hear what our customers really want and implement those ideas into
the product and service.
Without this you lose the customer and customers are the most valuable
asset you have.
Customer relations

8. 4 key
components
to any team:
Ability to think on their feet Outside the box thinking.
Everyone has to be on the same page.
Clear vision going forward.
Invest in your team.
Our Team

9. Go against the flow – do the opposite of what the
competition is doing.
At least this was the case for us.
Extra tips

11. Opinion of the agency who put these up:
The best billboard they have seen.

12. 0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Dec-14 Jan Feb Mar Apr May June July August September
Listings
Mesto.ua dom.ria.com mirkvartir.ua address.ua
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Dec-14 Jan Feb Mar Apr May June July August September
Daily sessions
Mesto.ua dom.ria.com mirkvartir.ua address.ua

13. 0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Dec-14 Jan Feb Mar Apr May June July August September
Active agents
Mesto.ua dom.ria.com mirkvartir.ua address.ua

14. Active
agents Listings
Mesto.ua 6 621 Mesto.ua 409 815
Player 1 3 840 Player 1 313 069
Player 2 3 115 Player 2 195 400
Player 3 1 294 Player 3 170 000
Where we are now:
Traffic
Player 1 1.7M
Mesto.ua 1.4M
Player3 630K
Player 2 320K