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Cendant Corporation

Cendant Corporation. Real Estate Division. Company Overview. Company Description Founded in 1997 4 divisions 4 real estate business units. Cendant’s Organizational Chart. Real Estate Services Business Units. Functions. Provides their franchisee customers with services designed

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Cendant Corporation

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  1. Cendant Corporation Real Estate Division

  2. Company Overview Company Description • Founded in 1997 • 4 divisions • 4 real estate business units

  3. Cendant’s Organizational Chart

  4. Real Estate Services Business Units

  5. Functions • Provides their franchisee customers with services designed • The franchise agreements • Name Right & Services ↔Royalty Payments • Provides home buyers with mortgages, and assists in employee relocation offers mortgage services

  6. Ranking in the Real Estate Industry • The world’s largest franchisor • The World’s largest operator of residential real estate brokerages • A leading commercial real estate brokerage system • A leading settlement services company • The largest number of employees (87,000 employees)

  7. Chief Competitors • Prudential Financial Inc. • offers real estate and relocation services in U.S. and Canada

  8. Marketing Challenge • In 1999, there were opportunities to grow in an information economy • Accounting fraud shifted the strategies (external) → (internal) • Acquisition of other companies ↓ • Concentration on its existing businesses

  9. Strategies • Convergence Strategy • To connect online and off-line assets • Value Circle Strategy • To accomplish cross-marketing in the business units

  10. Response to Market Challenge • “move.com” in 1999 • for the foundation of new Internet portal • based on “rentnet.com” • apartment-rental listings

  11. Success Determination • Link online to off-line assets • call service centers • mortgage originators • relocation counselors • national network of affiliated brokers and agents • Facilitate mortgage services • Real Estate Brands & Cendant Mobility

  12. The Real Estate Division’s Revenue Occupancy Rates to the Company’s Total Revenue Increased 13% 1999 2000 39%

  13. Value Bubble • Attracting • online and off-line advertising • public releases • “Media Center” • Attract Technology • Brochure

  14. Value Bubble (Continue) • Engaging (Building Loyalty) • “shopping list” • Select place and size of apartments • calculate a cost-of-living • “360 View” • Virtual walk-through apartments • http://www.rentnet.com/apartments/fyp/search/matchlist.jhtml • Engage Technologies • IFusion's Arrive software

  15. Value Bubble (Continue) • Retaining (Strengthening the Relationship) • Frequent updates • Recovery from negative experiences • Retain Technologies • Both online and off-line interactions • E-mail • Phone • Fax

  16. Value Bubble (Continue) • Learning (Building the Database) • Registration and subscriptions • Database • Preferences • Demographics

  17. Value Bubble (Continue) • Relating (Data-Driven Interactions) • Personalize the interaction • Previous customer behavior • Relate Technology • Telephone • Fax • E-mail

  18. Benefits by Customerization • BI & CRM → Customized Interaction • Develop its services with customers • customized interaction mortgage services • Everyday-updated mortgage rates • Individualized mortgage offers

  19. Questions from Presenter • What was the technology used to transact smoothly online by the real estate division? • What were the two types of strategies used to move online? What were the purposes of the two strategies? • What technology did develop the ability to experience the products?

  20. Questions?

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