CNHIZillow Partnership

1
CNHI/Zillow Partnership

• Part 1 An Overview

2
The Basics

• CNHI to join the Yahoo! Newspaper Consortium
  (TNC) in using the Zillow.com platform as its co
  branded RE vertical.
• Similar to Monster, the relationship will be
  viewed as a partnership, rather than a simple
  vendor relationship.
• The focus will primarily be on agent/broker
  listings, with the capability of private party
  and self serve listings as well.
• There are no up-front or on-going fees to Zillow
  as part of this partnership. Zillow will retain a
  revenue share on the sale of certain products,
  however.
• CNHI will receive a revenue share of certain
  products sold by Zillow within our designated co
  brands.

3
The Basics

• Zillows database already contains most listings
  from the larger franchise brokers like C21,
  Coldwell Banker, Prudential, etc.
• CNHI and Zillow will work jointly to secure feeds
  from local brokers or MLS services to supplement
  existing market listings.
• We are creating a CNHI server-based system of
  collecting and consolidating these feeds before
  sending them on to Zillow. This will ensure that
  the feed relationship is kept between the local
  newspaper and the broker or MLS service, and not
  passed on to Zillow.
• Local brokers or MLS services will be required to
  meet certain feed specifications on their end.

4
The User Experience
5
The User Experience
6
The User Experience
7
The Unique Selling Position
8
The Unique Selling Position
9
The Zillow Products
10
The Zillow Products
11
Terms of the Definitive Agreement

• Phase B
• 5 year term
• Co-Brand Experience where Zillow provides
  Newspapers their Real Estate Platform
• Newspapers sell Featured Listings and Showcase
  Ads on Zillow.com
• Newspapers sell Featured Listings and Showcase
  Open House Ads on Zillow.com
• Zillow shares revenues with Newspapers on sales
  made by Zillow to Brokers and Agents
• Zillow APIs made available to Newspapers
• Cross-Selling of Graphical Ads

12
Exclusivity

• Phase B
• Newspapers prohibited from selling listings on
  any online real estate site other than its own
  and Zillow
• Zillow prohibited from creating sales
  relationships with any third-party sales force

13
Economics

• Phase B
• Showcase Ads and Graphical Ads
• Sale made by newspaper ad on Zillow
• Newspaper retains 50
• Sale made by newspaper ad on newspaper
• Newspaper retains 100
• Sale made by Zillow ad on Newspaper site
• Newspaper retains 50
• Sale made by Zillow ad on Zillow
• If to Broker/Agents Newspaper retains 50
• If to non-real estate Zillow retains 100
• (Note Graphical ads sold by either party must
  clear partners minimum floor rate and paper must
  sell a min amount depending on circ band to be
  eligible)
• Featured Listings
• Sale made by newspaper ad on Zillow
• Newspaper pays Zillow a wholesale fee based on
  the rate card retail price a newspaper charges

14
Economics

• Wholesale Fee Structure for Premier Listings

15
CNHI/Zillow Partnership

• Part 2 Implementation

16
Implementation Timeline

• January 1 - February 13 (COMPLETE)
• Delivery of all pre-development materials to
  Zillow
• Creation of Zope template for RE landing page
• Reach out to CNHI locations currently using other
  vendors
• Create a detailed marketing plan and schedule for
  launch
• Finalize all pre-launch marketing materials
• Add marketing plan and materials to
  cnhionline.com
• Through March 1 (COMPLETE and ONGOING)
• Collect sample feeds from a variety of locations
  for testing
• Compare feeds with Zillow specifications
• Research and develop a feed hub for all of CNHI
• Add instructions and feed specs to cnhionline.com
• Develop a plan and collateral for sales launch
• Develop a tiered training schedule for all
  locations.

17
Implementation Timeline

• March 1-31
• Begin pre-launch marketing program in all
  markets-
• Target (3/8/09)
• Schedule kickoff sales Webinar with regional
  online staff for landing page sponsorship ads
• Post sponsorship sales collateral on
  cnhionline.com
• Implement revenue tracking initiative for
  sponsorship sales
• Local pre-launch sponsorship sales
• Assist markets with a current vertical in a plan
  for on-boarding
• March 19-31
• Test co brand functionality in development
  environment
• Begin live testing of local broker/MLS feeds to
  Zillow
• Begin scheduling sponsorship ads to coincide with
  launch

18
Implementation Timeline

• April 1, 2009
• All sites go live on co branded platform,
  complete with local landing pages and
  Zillow-hosted co brand sites
• April 1- Ongoing
• Post customizable sales collateral for Showcase
  Ads and Featured Listings on cnhionline.com
• Implement tiered training program, beginning with
  regional online sales staff.
• Continue tiered training program for all
  locations
• Conduct sales calls with local broker/agents via
  newspaper staff or regional online sales staff.
• Ongoing sales support

19
CNHI/Zillow Partnership

• Part 3 Marketing Plan

20
Pre-launch Marketing Plan

• Distribute a detailed press release, outlining
  the new Zillow partnership, and encourage local
  newspapers to leverage it prominently in their
  core product or real estate sections.
• Release a campaign of Something is Coming
  house ad teasers, at increasing detail and
  frequency, up until the date of launch.
• Create a single sheet (front and back) full
  color sales piece, outlining the product
  upgrades, and coordinate release to all local
  brokers and agents in local markets.
• Offer support to locations who may wish to host
  a realtor meeting or breakfast to announce
  details of the partnership.

21
Pre-launch Marketing Schedule

• March 14-18, 2009
• Zomethingz Coming.
• Locally customizable and available in 2 sizes
  5.04x10.25 quarter page and 10.25x2 footer
  ad.
• Recommended 1 ad per location per day of
  publication.
• Ads may be proportionally resized to fill more
  non-standard dimensions.

22
Pre-launch Marketing Schedule

• March 19-23, 2009
• Imagine the Pozzibilitiez.
• Locally customizable and available in 2 sizes
  5.04x10.25 quarter page and 10.25x2 footer
  ad.
• Recommended 1 ad per location per day of
  publication.
• Ads may be proportionally resized to fill more
  non-standard dimensions.

23
Pre-launch Marketing Schedule

• March 24-28, 2009
• Zomething Vizionary.
• Locally customizable and available in 2 sizes
  5.04x10.25 quarter page and 10.25x2 footer
  ad.
• Recommended 1 ad per location per day of
  publication.
• Ads may be proportionally resized to fill more
  non-standard dimensions.

24
Pre-launch Marketing Schedule

• March 29-31, 2009
• Ztart your enginez!
• Locally customizable and available in 2 sizes
  5.04x10.25 quarter page and 10.25x2 footer
  ad.
• Recommended 1 ad per location per day of
  publication.
• Ads may be proportionally resized to fill more
  non-standard dimensions.

25
Pre-launch Sales Collateral
Locally-customizable sales collateral will be
available for download on cnhionline.com,
covering the sale of sponsorship ads on the
landing pages, as well as Zillow upgrade
products. These products can be used to inform
local agents and brokers about the details of the
partnership.
26
Post-launch Marketing Plan

• Zillow has provided a host of B2B and B2C ad
  templates, designed to market the partnership on
  an ongoing basis. These materials are
  locally-customizable, and will also be available
  for download on cnhionline.com.

27
Post-launch Marketing Plan

• The 3 tiers of marketing plan scenarios are as
  follows
• Good
• Includes elements that can be primarily
  accomplished in house, with very little, if
  any, investment.
• Better
• Includes in house elements, along with a variety
  of local trade opportunities.
• Best
• Includes a combination of internal and external
  elements, designed to achieve maximum branding
  success.

28
Post-launch Marketing Plan

• Good
• Print
• A minimum of 129 per month of internal house
  advertising in promotion of the Zillow vertical
  within the core product.
• An additional 65 per month of internal house
  advertising in special non-core sections or TMC
  publications.
• Create and utilize a branded classified real
  estate header or footer for use as space is
  available.
• Create a variety of branded classified filler
  ads, of various sizes and shapes, to be used
  consistently throughout the classified section.

29
Post-launch Marketing Plan

• Good
• Online
• Maintain local links on the newspaper Home Page
  (top navigation bar and side pencil banner)
• Local placement of a ROS 300x250 (medium
  rectangle) ad on a remnant basis. The ad will be
  generic in design, but will link locally to the
  real estate landing page.
• AND / OR
• Local placement of a ROS 160x600 (skyscraper) ad
  on a remnant basis.

30
Post-launch Marketing Plan

• Better
• Print
• A minimum of 194 per month of internal house
  advertising in promotion of the Zillow vertical
  within the core product.
• An additional 95 per month of internal house
  advertising in special non-core sections or TMC
  publications.
• Create and utilize a branded classified real
  estate header or footer for use as space is
  available.
• Create a variety of branded classified filler
  ads, of various sizes and shapes, to be used
  consistently throughout the classified section.

31
Post-launch Marketing Plan

• Better
• Online
• Maintain local links on the newspaper Home Page
  (top navigation bar and side pencil banner)
• Local placement of a ROS 300x250 (medium
  rectangle) ad on a remnant basis.
• AND
• Local placement of a ROS 160x600 (skyscraper) ad
  on a remnant basis.
• Seek local trade positioning on other local web
  sites like the city or C of C.

32
Post-launch Marketing Plan

• Better
• Other Trade Opportunities
• Trade locally for a radio schedule promoting the
  Zillow partnership as a new reason for real
  estate consumers to visit each local site.
• Explore or utilize local billboard trade
  agreements to promote this new customer / reader
  feature on major community thoroughfares.
• Trade locally for a television schedule (where
  available) promoting the new Zillow product to a
  wider audience.

33
Post-launch Marketing Plan

• Best
• Print
• A minimum of 258 per month of internal house
  advertising in promotion of the Zillow vertical
  within the core product.
• An additional 129 per month of internal house
  advertising in special non-core sections or TMC
  publications.
• Create a partner print product to reflect
  featured listings on the newspapers Zillow
  platform
• Create and utilize a branded classified real
  estate header or footer for use on a permanent
  basis.
• Create a variety of branded classified filler
  ads, of various sizes and shapes, to be used
  consistently throughout the classified section.

34
Post-launch Marketing Plan

• Best
• Radio
• Purchase targeted (not run of schedule) radio
  schedules to supplement any local trade. Most
  stations prefer a cash plus trade agreement
  anyway, which could be mutually beneficial, and
  make for a very effective campaign.
• Recommendation
• (50-80) 30 second spots per month, purchased for
  drive time (6a-9a) to supplement a ROS trade.
• Co-sponsor morning show once or twice each
  month with alternating local agents or brokers.

35
Post-launch Marketing Plan

• Best
• TV / Cable
• In markets with a local TV affiliate or cable
  provider, combine trade with purchase of targeted
  day parts on network TV, or a slate of targeted
  cable programming.
• Recommendation
• (50-80) 15 second bookend spots per month,
  purchased/traded during select times or
  programming. The bookend spot is ideal, as it
  usually comes at the beginning or end of the
  commercial break.
• Co-sponsor monthly home showcase with
  alternating local agents or brokers.

36
CNHI/Zillow Partnership

• Part 4 Q A