Mobile Real Estate Search
December 15, 2008
Homes Product Manager
AJC Confidential Page 1 of 5
Roughly 84% of home buyer’s start their search for a home on the internet (NAR 2007
data). Initially, the prospective buyer is calibrating themselves to the type of home,
location, price, and various other factors. As they become more knowledgeable about
the market they begin to select homes of interest. The next step for them is to get in the
car and physically view the properties and neighborhood.
During this process of becoming better informed, viewing homes of interest, and driving
around the area, they come across homes that they didn’t see or review on the internet,
but now look interesting. Wouldn’t it be great if they could get that home information on
their cell phone?
The mobile real estate application is designed to meet the need of the home buyer
when they are out in the neighborhoods driving around. All the potential home buyer
needs to do is enter the address on their smart phone and the application will display
the same information as found on the internet. In our case the information contained in
ajchomefinder.com will be the same information that is delivered to the smart phone
with AJC branding. We also will be able to deliver ads along with the home information.
The online real estate strategy is to be the default source of information for users
interested in properties in the greater Atlanta area. Deploying a mobile real estate
search application is a part of that effort. AJC will be first in the Atlanta area with a
comprehensive smart phone real estate search application. Leadership in the mobile
area of real estate adds to the compelling argument for Brokers, as well as classified
advertisers, to list their properties with ajchomefinder.
The mobile real estate search application will be provided by Terabitz. Terabitz was
chosen because of their existing relationship with Gabriel’s, Gabriel’s and Terabitz are
providing the IPhone product for m.FrontDoor.com, and Terabitz has the product
deployed at several other clients. The initial development and implementation costs are
about one third of the going market rate which helps to minimize our investment.
Gabriel’s is our ajchomefinder.com application provider.
Some examples of the product:
http://c21moneyworld.terabitz.com/iphone (Las Vegas, Nv)
http://metrobrokersonline.terabitz.com/iphone (Boulder, Co)
http://intero.terabitz.com/iphone (San Francisco, Ca)
These web sites show how the application would display on the IPhone. The first 3 have
similar User Interfaces. The AJC site will be branded similar to the m.frontdoor.com site.
AJC Confidential Page 2 of 5
Frontdoor does have listings in the Atlanta area, but they are a national site and have
not specifically promoted the capability on a local basis. You can use the Frontdoor site
to view Atlanta area listings to get a feel for the product. All of these sites only support
There will be some differences. 1) We require Terabitz to support the Blackberry, and
Treo, in addition to the IPhone, 2) we require the ability to sell sponsorships and 3) we
require the ability to serve ads to the smart phone.
The implementation for m.ajchomefinder.com will require some development effort on
Terabitz’s part as well as coordination within AJC and with Gabriel’s. The timeline and
coordination activities have not been defined, but we expect a 90 day initial deployment
The initial development / implementation costs for Terabitz configure their product for
AJC is $5,000. This development cost will be paid by CEI.
The monthly cost for maintenance and data management service over a two year
contract is $1,500. This includes updates and upgrades from Terabitz.
There are two opportunities for revenue generation. One would be a small charge to
the user for downloading the Terabitz application to their smart phone. The second
opportunity would be through the selling of advertising.
The mobile real estate search functionality is in the early adoption stage by smart phone
users. Most IPhone applications do not charge for the application (download or
license). Since we are first in the local market and want to achieve market penetration a
charge for downloading the application would not be prudent.
The more viable method of generating revenue would be through sponsorship or ads.
We plan to create a “charter member” partnership package priced at $4,000 per month.
The package would be offered to one of the top Brokers (Metrobrokers, Coldwell
Banker, Harry Norman, Keller Williams, Re/Max) in the Atlanta area. Initially we would
only make the package available to one Broker even though Terabitz is committed to
develop functionality that allows for multiple sponsors or ads. This strategy provides
some exclusivity for the early entrant and helps to marginalize their risk.
AJC Confidential Page 3 of 5
This is a new offering in the mobile segment. The rate of adoption by users will be slow
at first and then we expect it to increase as the market recognizes the functionality and
the availability on other smart phones besides the IPhone.
The number of potential page views is not known. It could be 50,000 or 250,000 per
month or something entirely different. These numbers will be influenced by our ability to
communicate the product availability to the users. Nielsen Mobile indicates that there
are 580,000 smart phones in the Atlanta DMA. This represents 17% penetration of all
phones (3.4 million) in the market. Of this there are an estimated 60,000 IPhones in the
1. The contract is signed with Terabitz in a timely manner.
2. Terabitz can deliver product on the IPhone, Blackberry, and Treo, within 90 days
3. Gabriel’s can deliver a data feed meeting Terabitz’s specifications
4. AJC promotional plans for on line and print are in place
5. Sponsorship(s) are sold
6. Users adopt the product
1. The application is adopted at a greater rate than that of the early adopter class of
2. Page views have a positive growth rate month over month and reach a 100,000
to 200,000 level
3. Profitability is reached during the first 12 months
Team Members (proposed)
Alan Segal Allison Fabella
Ashley Clifton Deanna Engel
Donald Day Drue Miller
Eli Wendkos Eric Bates
Hyde Post Laura Stinnett
Les Psalmonds Lynn Orr
Micah Beatty Nate Kristy
Robert Stowe Scott Baker
Tanya Puckett Ted Prindle
AJC Confidential Page 4 of 5
1. Establish a URL (ex: http://m.ajchomefinder.com)
2. Design mockups – Home page, Results page, Detail page, Neighborhood page,
3. Determine ad unit locations and sales options
4. Advertising packages for sales
5. Marketing collateral
6. Promotion plan & materials
7. Launch plan & announcements
AJC Confidential Page 5 of 5