Case study: Holiday house leasing website HomeAway.com Archives

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Transparent real estate information, perfect industry norms, so that real estate e-commerce in foreign development faster and more scale. Today, I will join you in the HomeAway of the IPO.

HomeAway is a website offering holiday home leasing online Services, founded in 2004 and started operation in 2005. In just a few years, HomeAway through a series of acquisitions and strategic expansions (it took advantage of the founding investment to acquire five world-class holiday rental sites, including the US Cyberrentals website and the UK holiday-rentals site), It has now developed into the world's largest online service provider for holiday housing leasing, which currently has more than 560,000 holiday rentals in 145 countries around the world.

1, HomeAway growth profile

Website Domain name: homeaway.com

Region: Texas State Austin, USA

Date of Establishment: 2004

Current Employee: 735 people

Website idea: Have HomeAway, why hotel (why hotel when you can HomeAway). This is HomeAway on the official website above the propaganda language, its behind the "Who" gas field has let us feel the site's domineering exposure.

A brief History of growth:

2005,

HomeAway A total of 500 million dollars in Austin Ventures, a venture capital firm in Austin, and another venture capital company Menlo in California, Redpoint Ventures.

2006,

IVP and Trident Capital invested 160 million of dollars to support HomeAway company to acquire VRBO.com website;

2008,

HomeAway also received Redpoint Ventures, a venture capital firm based in Menlo, California Marvell Crossover Ventures and institutional Venture A total of 250 million U.S. dollars venture capital investment.

2009,

The site attracted 220 million user visits, the average monthly user visits to 9.5 million times;

2010,

HomeAway purchased the holiday house leasing software vendor Escapia and instant Software. As of December 31, 2010, HomeAway has operated a total of 31 websites involving 11 languages.

March 2011,

HomeAway formally submitted an IPO application to the SEC.

Beijing time June 30, 2011, HomeAway on the Nasdaq listing, the trading code "Moz", the first day of the listing rose 48.93%, closed to 40.21 U.S. dollars, the market value of 3.2 billion U.S. dollars, corresponding to the last year's market sales rate of 19 times times.

2, HomeAway operation mode: Information Display + advertising + cooperation into

2008 total revenue was 82.326 million U.S. dollars (housing information charges accounted for 97.2%);

2009 total revenue was 120 million U.S. dollars (housing information charges accounted for more than 96.4%), net profit of 7.6 million U.S. dollars.

2010 's total revenue was $167.9 million (home information charges accounted for 91%), up 39.6% from 2009, with a net profit of $16.9 million.

of the company's 2010 total revenue, 37.9% were from outside the US, with Europe 36.6% and Latin America 1.3%.

HomeAway can make 230,000-300,000 deals a month, successfully allowing each landlord who publishes information on them to receive an average of 20,000 dollars a year. If you want to put information on the house to attract guests to live, a 300 dollars a year, can be displayed for one years (usually the house is only rented for a few tourists), the information directly shows your phone number. At the same time, on most of the HomeAway's website has advertising display business. HomeAway is charged to advertisers on the basis of the position of the advertisement and the number of impressions of the advertisement (the page where the image is placed each time, for an impression).

For landlords or housing intermediaries with more listings, HomeAway not charge for their initial rental information, but for the number of visitors or online bookings. The charging model operates on HomeAway's clearstay.com and homeaway.com, and HomeAway plans to extend the fee model to other sites in the future.

In addition to the housing information display costs, HomeAway also to the landlord or real estate agents charge value-added services. It's worth mentioning. In cooperation with third parties, HomeAway has adopted a revenue-sharing model to increase the source of revenue and improve the user experience.

HomeAway provides visitors with Third-party services including credit card business accounts, travel insurance, housing damage protection, and tax refund services.

These services can be purchased from a Third-party service provider via the Homwaway Web site, while the Homwaway is divided by a certain percentage from the third party. HomeAway also works with a number of online travel companies to recommend rental housing and related information to them, then participate in income sharing or directly charge a fee.

3. Prospect of holiday housing leasing market

Compared with the traditional hotel hotels, the advantage of the holiday rental market is not only reflected in the low economic cost, but more importantly, it can meet the needs of personalized visitors. Visitors enjoy the beauty of nature and enjoy the comforts of life at home. Based on these advantages, the holiday rental housing market in recent years has become popular in the world. Whether it is big cities, suburban centers, small towns and even remote villages, there are holiday house rentals everywhere.

According to the data provided by Radius Global Harsh, there were more than 6 million holiday rental homes in the United States and Europe in 2010, with rents of more than $85 billion per month, and an average annual income of 14,000 dollars for each rental home. In addition to the developed countries in Europe and the United States, with the emergence of new economies, especially in Latin America and the Asia-Pacific region, the holiday housing leasing market in these areas will be a blowout in the future development.

4, HomeAway application scene

In short, HomeAway is an online platform for renting houses, and if a couple in the United States are going to rent out their vacation huts, they can pay for ads on the HomeAway platform and publish their home information and contact details on the network. If it happens that someone is going to the couple's place for a vacation, he can simply log on to HomeAway and use the tools and services provided by the website to inquire about the availability of the house for free, and if he finds his preferred home, he will be able to book the website online. In this whole process, HomeAway acts as a similar intermediary.

HomeAway's model core is to seize a group of people without autonomy, can not be a chain of personal residence providers, themselves into a platform, the supply and demand in tandem.

5. HomeAway Online Leasing process

Login home--Input search keywords--multi-latitude filter--View home details-Contact & Reservation

The first step--Login HomeAway website homepage

At present, HomeAway has provided 31 service websites to visitors around the world, including 11 languages (English, French, Spanish, German, etc.), visitors can choose any website to login according to their actual situation.

Step two--Input search keywords

Visitors can obtain the matching results provided by the website by entering their own tourist destination (or real estate ID) and the date of hire in the search box provided by the HomeAway home page. (For example, enter New York, the date is set from July 1, 2011 to July 30)

The third step-multi-latitude screening

For the initial search results, visitors need to be screened again, such as by rent, number of bedrooms, number of toilets, geographical location (near mountains, lakes, sea, beaches, or rivers, etc.), property types (apartments, villas, guesthouses, small homes or mobile huts, etc.) to screen. After this round of filtering, visitors will be able to obtain more consistent with the needs of the search results.

Fourth Step-View the details of the house

After the completion of the three steps, HomeAway will be in accordance with the requirements of tourists, will match the house on display, visitors can click the "Details" button to browse the listing information. This information includes the location of the leased premises (with maps and sizes), housing facilities (e.g., number of bedrooms, number of toilets), photo and text descriptions, rent, contact details of the landlord or property manager, surrounding geographical environment and infrastructure, rental dates, and visitor ratings.

Step Fifth-Contact & reservation

When a visitor chooses a home that he or she likes, it can make a reservation through the contact (phone or email) of the landlord or realtor provided by the HomeAway website. (like now Taobao property, users can through the "Wang-Wang consultation" + "Alipay guarantee Transaction", direct online booking house)

6. HomeAway Buyer Service

HomeAway services to visitors are free of charge, in addition to information inquiry services, the site also provides visitors with the listing information review and tourist benefits Insurance, listing information ratings and mobile Web pages and applications.

1 Review and insurance:

HomeAway uses a combination of technical and human reviews to selectively review new listings on its web site to avoid fraud and illegal practices and to provide accurate and reliable information to visitors. Visitors may be entitled to "fraudulent protection" by registering their journeys on the HomeAway. When the rented house displayed on the HomeAway website is illegal or cannot be checked in after the visitor registers the formalities, the company's "Carefree rental Guarantee" can compensate the tourists for the economic losses caused by the benefit relief.

2 Listing Information Evaluation:

Visitors can be invited by HomeAway to conduct online evaluations of the houses they have previously rented (including house value, housing facilities, location, cleanliness, quality of service, quality of sleep, etc.), as of December 31, 2010, More than 1 million visitors have accumulated their comments on the HomeAway website.

3 Mobile Web page and application:

HomeAway provides visitors with mobile Web pages and apps on smartphones, making it easier for visitors to find and consult holiday rentals via their mobile phones.

7. HomeAway Sellers Service

Paid service

1 Leasing Information Display:

A landlord or Realtor with a property can publish its listings on the Homaway Web site after registering with a homeaway and paying a certain fee (usually $300 a year). When tourists search for holiday rentals on the HomeAway site, these listings appear in search results locations. In 2010, this part of the business contributed 91.1% of the revenue to Homaway.

2 increase the value of the performance of the business:

Landlords or realtors can improve the performance of leasing information on HomeAway sites by buying value-added services. These value-added services include: cross-platform presentation (display of landlord or realtor listings on multiple platforms by paying extra fees), tiered pricing (by paying extra fees, homeowners or realtors can buy more images to add to their listings), and other personality displays.

3) According to the actual situation of the transaction fee display:

As the name implies is the actual transaction to charge. For landlords or Realtors with more listings, HomeAway does not charge for their initial rental information, but for the number of visitors or online bookings. Currently, the charging model operates on HomeAway's clearstay.com and homeaway.com, and HomeAway plans to extend the fee model to other sites in the future.

4 Real Estate Management software:

Real estate brokers can use HomeAway enterprise software solutions to manage their business, customers and properties (including renting room information, booking, registration and checkout processes, arranging housekeeping and daily maintenance, etc.), and can also generate managed reports required by the property manager (escrow statements), while HomeAway charged the realtor with authorization, maintenance and subscription fees.

Free service

1 Listing Information Display management:

Homwaway provides the Realtor with a set of tools to manage the leasing date, booking, consultation, and presentation of the information. Real estate agents can use these tools to create a home display (updated home photos, surrounding environment description, rent, housing location and contact details).

2) Process Management:

HomeAway provides process management software and tools that simplify the leasing process, help landlords and realtors improve the efficiency of operating holiday rentals, respond to visitor inquiries, consult records, retrieve contact information from old customers, check registration and check-out dates, etc. At the same time, Realtors can also use the software to view e-mail, telephone and online room booking information, as well as real-time supervision of their rental information display costs.

3 Table Type consultation information:

Typically, a homeowner or realtor can evaluate the business of a HomeAway site based on the number of times a potential customer consults (via phone, email, SMS), most of which are generated by a tabular consulting tool and transmitted to the property manager via email and SMS. The advisory information includes: e-mail address, name, telephone number, date of request for lease, and number of visitors. (on Taobao property, sellers can use paid data statistical Analysis Services-Quantum statistics (10 yuan/month) to effectively evaluate the marketing results. )

4 Spam filtering:

All of HomeAway's web sites are protected from spam by HomeAway proprietary technology or Third-party technology that identifies and filters spam messages for landlords and realtors.

5 Landlord and Realtor community:

The HomeAway website provides a community forum for landlords and property managers (including e-mail newsletters, online forums, online seminars, and annual landlord summits), so that landlords and realtors can get advice and answers from visitors and optimize their business.

At the same time, landlords and real estate brokers can also get some valuable information, such as the way to increase tourist reservations, how to build a better listing information display, how to manage the holiday leasing process, how to prevent fraud and so on. In addition, HomeAway provides sample contracts, forms and checklists to landlords and estate brokers free of charge.

The above content mainly refer to the following information, by a Hugh Laboratory (Blog.yixiu.org) Finishing:

1, Xin Weikang: "HomeAway: The market leader in holiday housing leasing" (2011-05-02)

2, Liu Yanyan: "HomeAway: Follow the tourism selling" accommodation "(2011-05-09)

3, Tom johansmeyer: "Seven Insights from the HomeAway IPO" (2011-06-30)

4, Brian.sharples: "Movin ' on Up!" (2011-06-28)

Original address: Http://blog.yixiu.org/HomeAway