3/1/2022

speaker
Ursula Keret
Head of Investor Relations and Treasury

Welcome, everyone, to Scout24's preliminary 2021 results call. My name is Ursula Keret, and I am head of investor relations and treasury at Scout24. As usual, we have Tobias Hartmann, our CEO, on this call. Toby will kick off the presentation. Dirk Schmelzer, our CFO, will present our Q4 and full-year financials. We will conclude the call with a Q&A session. Please note that all numbers presented here today are preliminary and still under review by our auditors. The final numbers with audit certificate will be published with the annual report on 24 March. The new segment numbers for 2021 and 2020 are for information only and will remain unaudited. We tried to be as transparent as possible and included a detailed table in the appendix of the presentation. The official start of the new segment reporting is Q1 2022. You can find today's presentation on our website under financial reports and presentations. If you are using the web link we provided beforehand, you can also follow the presentation live. This session will be recorded and the replay will be made available as quickly as possible after the event. Let us now turn to page three where I hand it over to Toby.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Thank you, Ursula, and welcome, everyone. This morning, we published our preliminary results with a slightly higher than expected full-year revenue number of €389 million and an ordinary operating EBITDA of €223 million. This results in a margin of 57.3% which is fully in line with the guidance range of 57 to 58%. We are very pleased with the strong Q4 momentum, not only in terms of growth, but also in terms of proof points for our next level strategy. I will come to that on the next slide. The growth rates on this page speak for themselves. While our revenue grew by 10% and our ordinary operating EBITDA by 5% year on year, we saw 12% and 6% growth for revenue and ordinary operating EBITDA in Q4 respectively. The growth momentum in the year 2021 and Q4 in particular clearly evidence the potential of our next level growth roadmap, which we shared in detail during our CMD in December 2021. On page 4, we break down our 2021 revenue growth by the main drivers under the new segment structure. Now let's start with our core business. Memberships with both residential and commercial agents. Although the commercial business still affected by COVID-19 only remains stable, the total membership revenue grew by 4.8% year-on-year with an acceleration in Q4 on the back of various upselling and pricing initiatives for our residential customers. Now, let me remind you that membership upgrades and pricing represent the first of five value drivers we shared at the CMD. We told you in December that we expect a CAGR of 4% to 6% for the respective professional membership revenues in the next years, so 2021 was already on target in that respect. The core membership business is complemented by our well-established seller leads business. We presented this as value driver number two at our CMD. While the 88% year-on-year revenue growth is impacted by inorganic effects, the Q4 growth rate of 46% is purely organic. Hence, clear evidence for the significant growth opportunity of the seller leads business and reason why we are, as communicated at the CMD, directing increased investments into this. In total, we sold over 100,000 seller leads to agents through our RLE product in 2021, resulting in an average revenue per lead of €210. On top of that, we participated in the conclusion of around 1,500 real estate sale transactions in Germany at an average revenue per transaction of over 7,000 euros through our Immo4Kauf24 product. The third element on the right-hand side of this slide and value driver number four is our plus product business. At the end of 2021, we stood at almost 250,000 plus subscribers and hence doubled the number of METOplus and Koi4Plus customers within one year. Since the CMD, we have received several questions about the growth recipe behind this specific value driver. The answer is, besides the longer duration and hence customer lifetime of these products, we invested in more traffic and increased the paywall and conversion efficiency of the products. The depiction on page 5 should be familiar to you. We have used it for some time now, to show how we are diversifying our revenue base towards transaction-based revenue streams. So while the core, our value driver number one, remains strong, listing PPA revenues are increasingly replaced by leads and private subscription revenues. These represented already nearly 30% of total revenues in 2021 versus 18% and 23% in 2019 and 2020, respectively. As I said before, Q4 added additional momentum to our full-year performance and consequently also to this revenue mix shift. With the growth strategy presented at the CMD, we estimate that by 2026, about 50% of our revenues will come from the products behind value drivers 2 to 5, meaning transaction-based and private subscription revenues. Let us now take a closer look at the key performance metrics in Q4 on page 6. Our group revenue grew by 11.7% to 101.9 million euros when comparing Q4 2021 with Q4 2020. The main growth driver was our residential real estate segment with a revenue increase of 16.6%. The ordinary operating EBITDA segment increased by 6.3% to 58.1 million euros. This under-proportionate growth compared to revenue is in line with our guidance. It reflects the higher cost base, which temporarily comes with the next level implementation of our transaction-based strategy. So just like with the revenue acceleration proof points, I showed you two slides before, the OOEBDA Development is evidence of our growth roadmap gaining momentum. By the way, without the strategic bolt-on acquisitions such as ImmoVerkauf24 and Vermietet DE, our OO EBITDA would have grown by almost 9%. Due to the strong demand for the realtor lead engine and the membership upselling and pricing measures I mentioned before, the ARPU of the residential real estate partners increased by 8.4% to €777 in Q4. This is all the more impressive considering that listing numbers were decreasing in a very tight market with a significant shortage of supply. Separately, once again, we were able to grow our professional customer base by 3.5% to 20,711 customers. Concerning traffic, we continue to see clear shift from desktop to app usage supported by our respective app download campaigns. So while the desktop traffic declined by 11% in Q4, we saw a strong increase in monthly app users by 38% to 4.5 million users. Let me sum it up with page number seven. We are delivering on our next level growth roadmap. Our core membership business representing Value Driver One increased by 4.8% and 5% in a full year and quarterly comparison respectively. This is exactly in line with our CMD growth outlook of what we are expecting in the next couple of years. Tick in the box, on track. On top of that, there are network effects from our seller leads business, Value Driver 2. The pure organic Q4 growth of 46% is well above the targeted average growth rate with a range of 30 to 40%. Tick, on track. We also ticked the mortgage box, i.e. Value Driver 3. In Q4, we managed to improve the lead quality and lead generation so that we deliver 30% growth with the MLE business alone, compared to 13% for the full year. On top of that, will come first revenues from our new mortgage transaction business this year. Value driver four, increase plus subscribers. Within one year, we managed to double the number of plus subscribers to reach circa 250,000 at the end of 2021. Hence, we already made a large step towards the goal of 400,000 subscribers, which we want to reach by 2026. Tick in the box for Value Driver 4. On track. Total private subscription revenues, including a small portion coming from permitted DA in 2021, grew by 54.6% and 76% for the full year and Q4, respectively. The full year absolute number of 39.4 million euros is therefore the basis for the expected CAGR of 26 to 28% until 2026, which includes value drivers 4 and 5. We hope this helps you better contextualize the CMD strategy. I now leave it to Dirk to dive deeper into what we delivered financially in 2021. Dirk, over to you.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Thank you, Toby, and welcome.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Slide 7 shows the old segment view for Quarter 4 only. As Toby already mentioned, the residential real estate revenue increased by 16.6% in a Q4 year-on-year comparison. This growth was driven by our revenue with agents, which grew by 11.6%, strongly supported by our seller leads business. Revenue with consumers increased even more. by 28.8% in a Q4 comparison. This is due to the high demand for our plus products while private PPA remains stable year on year. The ordinary operating EBTA margin of the residential real estate segment came in at 59.5% for Q4 2021, which is 3.1 percentage points below previous year. This is due to the investment into our next level growth roadmap which are mainly product and marketing driven and of temporary nature at this magnitude. The business real estate segment revenue is still affected by the pandemic, resulting in a stable revenue development with 17.5 million euros for the fourth quarter 2021. A slightly increasing revenue with developers and new home builders compensated for the declining revenue with commercial real estate agents due to a decreasing paper at business. The ordinary operating EBITDA margin of the business real estate segment came in at 69.9%. The media and other segment revenue decreased slightly by 1.4% in Q4. While the ImmoScout24 Austria business grew strongly by 19.4%, FlowFact recorded a declining revenue due to the ongoing conversion to a SaaS-based payment model, and the increased integration of the product into our core business with agent memberships. The third-party media business contracted due to the market and pandemic-related factors. Since August 2021, the newly acquired PropStack also contributed to the media and other revenue development with its cloud-based CRM product for smaller agents. The ordinary operating EBITDA margin for the media and other segment fell by 3.4 percentage points to 32%. Toby already mentioned the continued customer growth and the ARPO increase. Page 8 gives you the customary quarterly and year-to-date overview by segment. The residential ARPO increase by 8.4% in Q4 is driven by the growing realtor lead engine revenues and membership upselling and pricing initiatives. At the same time, the growing residential agent base created downward pressure as it mostly applies to smaller agents. The business real estate ARPU and the number of respective customers changed only slightly, so no real growth to report here as the segment is still suffering from the pandemic. Slide 10 is now presented in our new reporting logic and well reflects what Toby said at the beginning of the call. Our Q4 growth accelerated on the back of the five value drivers we presented at the CMD, hence underpinning that we are fully on track to achieve our targets. The 9% revenue growth in the professional segment is based on a strong core membership business with additional tailwinds from seller lease and enhanced mortgage lead business. With the transition to the new segment structure, we took the opportunity to allocate our holding revenue and cost to the three segments respectively. While the previous holding revenue went to media and other, the largest cost portion went to the professional segment. Including those holding costs, the ordinary operating EBITDA margin of the professional segment came in at 63.5%. The private segment showed a revenue growth of 25.1% in Q4, strongly backed by the private subscription revenues, which grew by 76%, including ,, while private PPA slightly declined. The ordinary operating EBITDA margin of the private segment including the allocated holding cost, was at 48% in Q4 2021. This margin reflects the selling cost for the integrated credit check, which comes with the plus products. It also reflects the investments into Vermieter DE. Apart from the integration of holding revenues and costs, the media and other segment is unchanged in relation to the old segment structure. Let's turn to page 11 and to the APUs of the new segments. As a reminder, the professional subscription APU takes into account the residential and commercial core membership revenues and the revenue from seller leads such as Realtor Lead Engine and ImmoVerkauf24 leads, all divided by the number of professional customers. These customers include our core customers and those ImmoVerkauf agents who concluded a transaction in the respective period. Concerning the Q4 professional APU, which is free of inorganic effects, we see an increase of 6.4% year on year from €920 to €979. You can very well see the effect of the increasing customer base here. So while the absolute professional subscription revenue increased by 9.6%, the underlying APU increases at a lower pace. So you might want to keep this in mind in a peer group APU comparison. Let's have a look at the private subscription APU now. Here, the customer growth effect is much more substantial. And here, we also have a minor inorganic effect as Vermieter DE was not yet part of the group in Q4 2020. So while private subscription revenues from the Plus products and Vermieter DE increased by 76% in Q4, and customers increased over proportionate by 95% at the same time, the APU came down 10%. This reflects that the new customers pay lower monthly subscriptions mainly because they subscribe to longer periods. And the good news is the customer lifetime value is increasing, which is in line with what we want to achieve. Turning to page 12, let us go through the main ordinary operating items affecting our margin development. And I will focus on the full year developments and the temporary growth investment that we see here. Own work capitalized increased by 21% to 26.6 million euros in 2021. This translates into a capitalization ratio of 6.8%, which is above our target ratio of around 6%. This has mainly to do with capitalized project developments from Formita.de, which come on top of the other accelerated product innovation efforts. However, I expect that by the end of 2022, the capitalization ratio will be near our target again. Personal costs increased by 15.7%, mainly due to the integration of Famika.de and ImmoVerkauf24 employees and an increased staff base at ImmoScout24. As a recurring topic from the last quarters, the higher marketing expenses mainly reflect our ambition to generate valuable homeowner contacts through search engine optimization, search engine advertising, and performance marketing. With these leads, our agent customers can digitally accelerate their mandate acquisition efforts, eventually leading to more transactions. Our marketing expenses increased by 16.8% to 36.3 million euros in a year-on-year comparison. This also includes expenses for TV and online advertising. The year-on-year growth in selling costs by 63.6% to 26.6 million euros results from the increasing third-party Schufa purchase costs which comes with a successful growth of Plus products. The 2021 selling costs also reflect the accelerated acquisition of leads from cooperation partners. Putting all together, we get to a 5% higher ordinary operating EBITDA of €222.8 million in 2021. The resulting margin is 57.3% mid of our guidance range. Let's turn to page 13, where you see the items below the ordinary operating EBITDA. First point to mention here, non-operating cost increased by €7.9 million to €22 million in 2021. The strong increase is mainly due to €5.3 million higher M&A cost and higher share-based compensation by €3.7 million. The latter has to do with adjusted assessments within the LTIP 2018 and the launch of a new long-term incentive program in 2021. This leads to a reported EBITDA of €200.8 million in 2021, which is 1.3% higher than the year before. Second point to note, depreciation and amortization increased by 22.5% to €63.1 million, of which €33.3 million are attributable to purchase price allocation. The largest part of this, namely 30.3 million Euro, represents the final depreciation installment for the ImmoScout24 customer base, which is now fully depreciated. The year-on-year increase in DNA was mainly due to the following. First, higher depreciation on rights of use from leases due to the move to the new Berlin office at the end of 2020. Second, higher depreciation on own work capitalized, and third, An impairment of €5.1 million on the FlowFact trademark, as the CRM system is more and more integrated into our ImmoScout24 core membership business. And revenue generation in the SaaS-based payment model takes longer than expected. With a quite stable financial result and higher taxes on income, the reported net income decreased by 11.6%. However, based on a significantly lower average number of shares of 88.1 million compared to 102.2 the year before, the earnings per share increased by 3% to €1.03. Adjusted for the non-operating effects I mentioned before, the PPA amortization and flow effect impairment, and for some minor autoscout-related effects in the financial results, The earnings per share would amount to €1.52 in 2021 compared to €1.24 the year before. Therefore, highly accretive development for our shareholders. The decreasing number of shares I just mentioned is well depicted on the next slide 14. What you see here is the development of our outstanding shares and treasury shares in the context of various share buybacks we conducted over the last two years. Including the latest 200 million euro buyback program completed mid-February, we have repurchased 1.8 billion euro worth of shares. The number of outstanding shares after buybacks depicted in black in the graph forms the relevant base for calculating the EPS. The volume of up to 10% of our total share capital, which we can hold in treasury shares, is reflected by the orange portion in the graph. Such treasury shares have been cancelled, resulting in capital decreases in December 2020, after the public tender transaction, in April 2021, and in November 2021. In our ad hoc notification yesterday, we announced another capital decrease by 3.4 million shares. So as of now, our share capital stands at 80.2 million shares. After completion of the next buyback program, which we also announced yesterday, there is another cancellation on the horizon.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

So let's turn to page 15. On this page, I'm giving you a bit more detail on our upcoming share buyback plans.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

As outlined at the Capital Markets Day, we have set ourselves the target leverage of about zero times net debt over ordinary operating EBITDA. To put this into context, this number is well in line with key peers in the real estate and other online classified area. In order to achieve this target, we will continue to distribute cash to our shareholders via share buybacks. The new buyback program announced yesterday will have a total volume of up to €350 million, which is the biggest since the public tender offer one year ago. Based on current stock market prices, this corresponds to more than 8% of our reduced share capital. The program is planned to start within the next days and should be completed at the very latest before the annual general meeting in 2023. If we apply the zero leverage metric to our highly cash generative business, this could well lead into further share buybacks in the next years of an average of around 150 million euro. Of course, this is subject to value accretive M&A opportunities which may arise. So, we are complementing our attractive next-level growth roadmap with an attractive recurring share buyback strategy. Let me conclude our presentation on page 16 by reiterating our outlook for 2022 and beyond. I think we made it clear with the proof points of our Q4 results. We are very confident that with our next level growth roadmap, we will deliver attractive recurring double digit growth in the coming years per our CMD guidance. This will be supported by the five value drivers we presented at the Capital Markets Day and mentioned again today. So for 2022, we are expecting a group revenue growth of 11% to 12%. As mentioned before, the year 2022 is a year of temporarily increased growth investment Hence, we plan for only moderate group ordinary operating EBITDA growth of 6% to 8% for this year. Starting 2023, we will see a meaningful acceleration of this EBITDA growth to a recurring level of 13% annually. With this, let me open the floor for your questions. Operator, over to you.

speaker
Operator
Conference Call Operator

Thank you. Ladies and gentlemen, to ask a question, please press Start 1. And our first question is coming from Christopher Jochner from HSBC.

speaker
Christopher Jochner
Analyst, HSBC

Yes, thanks everyone for taking my questions. Two, if I may. First, more generally on inflation. I mean, I'm looking at your membership revenue pricing target, 4% to 6% as an average until 2026. Now, when the targets were set, inflation in Germany was arguably a little bit, yeah, lesser issue than it is today. So we're talking about 5% inflation. And that begs the question, do you think you have a bit more wiggle room, you know, looking at this year, maybe also next year, to be a bit more pushy on the membership side, given that inflation is as high as it is? That would be my first question.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Hi, Chris. It's Tobi. Thank you very much. You're absolutely right. We will monitor things as they play out. On the membership part, as you probably figured, we've tried out several things even before the inflationary impact was the right pricing for which group, for which subscriptions, and so forth. We don't think that longer-term inflation will have a meaningful impact as of yet. So there's nothing that we've planned specifically for now, but we will keep monitoring things. And obviously, it will have an impact then on the house pricing and real estate prices, which should be rather positive for our membership fees. But yes, good point. Thank you.

speaker
Christopher Jochner
Analyst, HSBC

Great. Then the second question on the shape of 2022. I'm just thinking in terms of the EBITDA guidance for the current year. I mean, how should we think in terms of the phasing of the investments that you've mentioned? Will H1 be a bit more difficult given, I don't know, ramp up in sales on the lead side, things like that? Or how do you see the different parts of the year phasing out with respect to investment versus margins?

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Yeah. Thanks, Chris. This is Dirk. On phasing, I would suggest that you will see a very strong quarter four this year, as you've seen in 2021. And calculating backwards from that, I think quarters two and three will be rather investment quarters. And as we are looking at the numbers that the current quarter one is delivering, we're quite optimistic with the development of the business and how this is flowing through. So I would think, to sum it up, Quarter two and quarter three will be rather investment-heavy, and quarter one and quarter four will be going through as you are used to.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Perfect. That's very helpful. Thanks, guys.

speaker
Operator
Conference Call Operator

We will now take the next question from Miriam Josiah from Morgan Stanley.

speaker
Miriam Josiah
Analyst, Morgan Stanley

Great. Good afternoon, everyone. Thanks for the opportunity to take questions. Firstly, just on the lead products, I guess the end of the year, you sort of delivered a better number than your previous guidance, particularly on IV24. And that's both in terms of the volume and then also the average revenue per transaction. So could you talk a bit about what is driving that? Has there been any change in terms of the response from agents towards these products? And perhaps if you could give us some guidance on sort of the number of leads that you're expecting to do this year under the Reiter lead engine and IV24. And then secondly... Just on the cost side, just wondering if anything has changed in the last couple of months in terms of your expectations versus when you set guidance, any particular or additional areas of concerns. And then finally, if you could just talk a bit about what you're thinking the outlook for the housing market looks like this year in terms of transactions, house prices, and also what you're expecting to happen to listing volumes. Thanks.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Thanks, Miriam. Let me start with your first question, which is the lead numbers. We had a few spillover effects from December to January, so basically 2021 played out as we wanted to. We saw a slight uptick on the overall lead value that we delivered and the commission split revenues we achieved. You might see that we are now in the area of around about 7,000 euros here, so getting a tick more than 40 percent of the commission share. which makes us quite optimistic. On the overall lead volume that we are planning for this year, we're sticking to what we said at the Capital Markets Day. You're going to see a significant growth here, 20% to 30% that we are trading through the VivoVacauf platform and overall 30% to 40% CAGR on the specific lead business. Nothing changes on that side. We're executing as we are speaking. On the cost side, thanks for the question. We've been looking at the obvious candidates here. Energy prices, which we locked in for more than the next 12 months in our last negotiations, so nothing to expect from that side. Also, most license contracts that we have, and specifically the more spend-heavy ones, to name AWS, for example, and the cloud provider here, long-term for the next four years, so no changes on that. And also, on the personal cost side, we don't see big issues here, as we can balance quite nicely between external and internal costs. And lastly, on some of the marketing spend in Google Ad Services, we're not expecting any big changes here, so nothing to add on that, and no risk from our side on that. The housing market, I would hand over to Tobi. We're still seeing quite healthy numbers here, but Tobi, if you want to add something with regards to that housing market development in 2022, our expectations.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Yeah, so for the housing market for the residential part, when we talk about the top seven cities, For new and residential homes, we think anywhere between 6% to 11%, maybe 6% to 12% price increase that we will see. With regards to listings development, we have to really watch and see how it plays out with the current supply chain issues that we are currently facing already, which puts additional pressure on any planned new units. But we don't see any major change of the situation from what we are currently So overall, still a lot of pressure would be expected on the housing market.

speaker
Operator
Conference Call Operator

Great. Thank you.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Thank you.

speaker
Operator
Conference Call Operator

We will now take the next question from Lisa Yang from Goldman Sachs.

speaker
Lisa Yang
Analyst, Goldman Sachs

Good afternoon. Thanks for taking my question. I just want to follow up on the earlier question on the phasing of top-line growth and cost growth. Is it fair to say that based on your comment, we should assume Q1-Q4 margin this year higher than the consensus average, which I think is 65% for the full year, and then Q2-Q3 below 55%? Is that the way to think about it? And could you also give us a bit more detail in terms of what is driving the higher cost growth in Q2-Q3? And why do you think that that's not going to impact or be recurring in Q4? That's the first question. The second one is on the competitive landscape. We see quite a few changes. I mean, the numbers from reported by Abib Inter last week on eBay Klein-Zeigen were pretty strong as well. So I'm just wondering if you can comment on any change in competitive behavior from Immobelts and eBay Klein-Zeigen, anything they've been doing on pricing or discounting or marketing? that would be helpful. And the third question is on the buyback. Could you maybe just give us a bit more detail as to how you think about implementing the buyback this year? Obviously, there are certain limitations and I think the credit issue. So, yeah, just wondering, like, you know, how you think about the facing of the 300 million spending over the next 12 months? Thank you.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Hi, Lisa. Welcome back, first of all. So your first question was driving the different margin profiles throughout the year. Obviously, quarter two in our planning, we were expecting to increase our marketing spend because this is a crucial quarter for the business. The same holds true slightly going into Q3 and coming out of Q3. And as I said earlier from our history, you know that Q4 is traditionally on the margin side quite good. To be honest, I mean, we're giving you a quite detailed guidance on the overall year. I wouldn't go into quarterly guidance right now. Just follow the shape that I just outlined when answering Chris Yonen's question. But as you can probably hear from Toby and me, we're quite happy with how we ended the year and how we're navigating through the year as we speak. So don't expect any surprises by the end of this year. Third question before Tobi is diving into the competition question you were raising. On the buyback side, it's pretty hard, given the volatility of the markets, to really predict when we will be done with that buyback program. As you know, according to German regulations, our bank will be limited to buy a maximum amount of 25% of the daily flow and will be limited to not influencing the daily give up. So under those limits we have seen quite volatile buyback volumes in the past with the last year we've been doing and taking the experience from the last two months can go pretty fast. So by the annual general meeting with this year. We might already be through with 60 to 70 million euros or a bit more. But to be honest, I cannot give a clear guidance on that because it's depending really on the volatility of the market.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Hi, Lisa. This is Toby. With regards to your question on the competitive landscape, I think we've shared our update in what we call the next level strategy at our CMD and hopefully you will collect today with the announcement and the detail being highlighted additional proof points that this strategy is not just a PowerPoint strategy but it's in full swing, it's working. We have an enhanced focus on transaction and that's why we think the numbers speak for themselves. We are staying focused and we don't see any changes to the market by any competitor as of now. Having said that, of course, we are the watch out for anything that happens, and we believe that this strategy that we presented and which we are implementing now represents the next growth era, and so we think we're pretty unique there. So no other changes to share at this point.

speaker
Lisa Yang
Analyst, Goldman Sachs

Thank you. And maybe just a quick follow-up on the competition, although I know they are very small. It looks like the association of research agents in Germany has we can make some changes to the branding or anything like that. So I'm just wondering if there's any sort of lead across or anything we should be expecting on that front.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

I think it's pretty clear that if you have a rather small business in any sector, that their growth potential is absolutely there. So we certainly do expect that this certain competitor will drive growth, and that's fine. But we think that the different footprints The offering and the services that we are offering today is something completely different, a lot more comprehensive, and a lot more proven since it's been in the making for the past two to three years than what you're just talking about. But yes, absolutely, competition is out there and will be in our front foot.

speaker
Miriam Josiah
Analyst, Morgan Stanley

Great.

speaker
Operator
Conference Call Operator

Thank you very much.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Thank you, Peter.

speaker
Operator
Conference Call Operator

We will now take the next question from Sonu Dholsip from Royal Bank of Canada.

speaker
Sonu Dholsip
Analyst, Royal Bank of Canada

Hi, good afternoon. Thank you for taking my question. A few from me, please. The first one, could you share with us your thought around the current mix of membership here? I believe around 20% of agents are on acquisition edition, over 50% on image, and the remaining on base edition. Do you see the current mix as optimal, and is there any potential changes for a higher tier than acquisition edition in the case that demand exceeds your expectations? And the other question is, just wondering now that the migration has been done, what is the focus of the sales team currently? Are they still having conversations with agents on encouraging migration? Oh, sorry, encouraging upgrades or pushing the products like Rotary Engine? Thank you.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Maybe I start before Toby goes into the conversations we're currently having with our agents.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Thanks for the question. What you will see in the end, and that might be a few quarters down there, is a typical backer, as I outlined it earlier, on our different editions. So you want to see roughly 50% of our subscribers in the image edition, you're going to see 25 to 30% in the acquisition edition and around about 20% in the base edition. This is what we're targeting and this is what we are going for and the experience we are having with our agents at the moment and the satisfaction of the different products tell a very clear language. Customers in the acquisition edition are really happy with the product and notably they are the highest paying customers and that is a good sign. So with regards to that, I would hand over to Toby, who will elaborate a bit more on the conversations we're having with regards to real estate lead engine and on top of it. Yeah, thank you.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

The focus of this year will certainly be to educate our partners in the market about the capability of mandate sourcing and using ImmoScout as a key driver for their mandate sourcing in the future. So we'll talk about real estate lead engine, obviously, see from the numbers that we have a very compelling offer there. And there's more and more agents who've had fantastic experience with that. Number two is also that rewinding and expanding on our ID24 network with affiliated partners out there. We've also talked about that. That's also an investment era. And then number three is certainly also to work on specific and supporting our partners in specific campaigning and positioning within their own zip codes and against their direct competitors in their respective areas. This is something that they now have a better understanding for because they've moved on into one of the three clusters, mainly the two memberships, either image edition or the acquisition edition. And now they get the full stack in terms of KPIs and understanding of what it takes to have better visibility, more reach, and more relevance. So this is certainly what we're focused on. Now, also to support this, because that's a part of our sales team, is our customer service and support teams. As you can imagine, there was a lot of heavy lifting in completing the migrations, and now it's about making them feel comfortable that they're in their membership category. So that is the focus, and that will keep us busy for quite some time.

speaker
Sonu Dholsip
Analyst, Royal Bank of Canada

Very clear.

speaker
Operator
Conference Call Operator

Thank you.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Thank you.

speaker
Operator
Conference Call Operator

Our next question comes from Adam Berlin from UBS.

speaker
Adam Berlin
Analyst, UBS

Hi, good afternoon, everyone. I just got three questions as well. Just to follow up on this point about your Salesforce trying to sell more leads to the agents, what percentage of your subscription customer base of agents are currently regularly buying mandate leads? Get a sense of what the penetration is of how many people have been convinced that these leads add value? Second question is, there was a comment in the presentation about including Vermietec revenue. So have you now started monetizing Vermietec? Roughly how much revenue did you generate from that business in Q4? And how is that monetization of that asset going? That'd be really helpful to know. And then the third question, just clearly these are preliminary results, so you haven't got balance sheets and cash flows in there. But can you give us any steer on how operating cash flow performed in 2021 overall? You've given us the net debt number, but that's obviously been impacted by all the buybacks and dividends, et cetera. So if you can give us some sense of where operating cash flow landed for the year, that would be really helpful as well.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Yeah. Thank you so much. So first one, this is Toby. Your first question with regards to what's the current penetration, again, we're talking about still a very low single-digit penetration, 6% approximately is currently the penetration of our customer base participating. Again, just to give you some color on that, it's a shift in terms of also what we are positioning as a company, how we can help them drive more business, and so that takes some while in terms of adoption rate, but the good news is there's obviously lots of headroom. Then I think the second question, Adam, if we understood it correctly, I think you asked about Famita DE. Was that correct, whether that was included?

speaker
Adam Berlin
Analyst, UBS

Yeah, I thought you said when you bought it that it wasn't generating much revenue. But I noticed in the presentation you kind of said including Vermith at revenue. So does that mean you started monetizing the audience on that platform? Okay, got it.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Okay. We have actually concluded the integration of the company as of end of last year. And that, again, is roughly about 500,000 units. But there's not a lot of monetization that went on. you're really playing with monetization and starting to play with that in the year 2022. So, yes, there were a couple revenues here and there, but it didn't follow through the strategic logic. So, that's now 2022 action plan. We need to figure out what is the right pricing. We've also now combined the flow-in from the Immo's Cup platform onto the Fomiti platform. So, once you have a listing, you automatically get the subscription on the Fomiti platform So we're now checking whether that sticks, whether that resonates, and whether we can then take particular landlords for monetization. So there hasn't really been a lot of monetization in 2021. So that's for us to do in 2022.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Yeah, and on your third question, Adam, this is Dirk. I believe when you see the final numbers, you will be looking at our cash flow profile. which has developed quite healthy over 2021 as well. We have seen some downside from tax, as you could see from the prelims results that we just were seeing. Some upside from working capital movement, so that was quite nice. And we didn't see any specific changes with regards to payment profiles of our agent base. So overall, rather healthy and reconfirming than anything else.

speaker
Adam Berlin
Analyst, UBS

Great. Thanks very much for the answers.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Appreciate it.

speaker
Adam Berlin
Analyst, UBS

Thank you.

speaker
Operator
Conference Call Operator

Our next question comes from William Packer from BMP Paribas.

speaker
William Packer
Analyst, BNP Paribas

Hi there. Thanks a lot for taking my questions, Farid, please. So just coming back on the competition angle, vendor leads and consumer subscriptions are going to be the key growth driver of the group. Can you just update us on what your peers are offering, uh, in those areas, or is there no change? And they remain very nascent. Um, secondly, uh, there was an impressive growth in the number of consumer subscriptions over 2021, although we have seen a little bit of a, uh, decline in the quarter on quarter growth. Can you just remind us looking backwards, you know, why were those subscriptions so strong in your view and how, how much momentum do you take into the new year? And then finally on the, um, margin question you've given us some very useful and detailed guidance for the margin overall but could you kind of help us think through what particular items of the cost base are going to be growing faster you know what's the mix of costs and what are the key drivers of that in the mix between marketing people costs etc just to help us think through the modeling thank you

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Sure. This is Tobi. On the consumer subscription competitive landscape, we don't, right now, we're not aware of anything that's as comprehensive or that can be compared to our offering. There's a couple of also, we think, explanations for that. If you do that, you probably want to do it with the market leader or someone who is positioned as the market leader. If you're doing this, depending on which product you choose, there's some work involved, i.e., you upload your application, you get your folder organized digitally and so forth, so that has a certain impact in terms of who you want to be doing business with. We are very visible. We have a 98% brand awareness amongst 18-year-olds and above. But again, having said that, maybe someone else is working on something. Right now, we think we have a sweet spot there, and we have the most comprehensive In terms of what have we done to improve the offering, we've played around. We've applied our playbook from other products that we've launched, which is we've increased the paywall efficiency. We've also increased and worked around and better understanding the conversion drivers. And we've also allowed to generate more traffic and directed towards the funneling so that we can convert those relevant customers into active subscribers. So that is something that is obviously we're working constantly on. This will also be the name of the game for 2022. We have by far not reached the end of the optimization there. It takes a lot of time, and it's also different in terms of regionality within Germany. We see obviously differences not only within the top seven cities, but also outside of the cities. That has an impact on pricing, on terms that we are offering, and on the paywalls that we are setting up. So hopefully this helps. Dirk, can you say something about the margin question?

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Yeah. Hi, Will. This is Dirk. So on the marketing sales cost for our development costs, I'm giving you the numbers which we basically baked into our guidance here and all of the projections that we baked in there. As I said earlier on with regards to the question on cost inflation. We've basically planned our budget based on a reasonable uplift in personal cost, and that is fine. And as we can see from attrition numbers at the moment, we can very well navigate through that. People are very attractive by Scout as brand, so our personal costs are well planned and well in line with what we've planned. Main items that you have seen in personal cost in 2021 have been the acquisition of other businesses, so that was the reason unorganic increase in personal spend. What you're going to see on a like-for-like basis is increased marketing spend, as we outlined it before, increase in selling costs with regards to the subscription business that we're growing, and some slight improvement and increases in product development costs. License costs, IT costs, and all the rest will move within the single-digit range, and we're not going to see any major developments there. So as of today, I think we're navigating quite well through the financial year 2022 and continue to do so.

speaker
William Packer
Analyst, BNP Paribas

Thanks. Just one quick follow-up. You gave a very useful data point at the CMD, and you've commented over time, which is the portion of IV24 vendor leads to the source via your own website versus via third parties. And my memory is it's about one-third, two-thirds. So one-third of the vendor leads originated on platform. How is that developing at the moment? Are you succeeding in shifting a greater share of your source vendor leads to your own platform?

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

No, Will, that has exactly stayed as we stated it on the capital market stage. So one-third, two-third is the metric you can deploy here. And what you also can deploy is that organic traffic that we are getting through the platform has a higher quality than the inner running.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Great. Thanks very much. Thank you, Will.

speaker
Operator
Conference Call Operator

Our next question comes from Craig Abbott from Kepler Shivers.

speaker
Craig Abbott
Analyst, Kepler Cheuvreux

Yes, good afternoon. I have two remaining questions, please. The first one just on the financials. I just want to make sure we understood this correctly. You had another final PPA installment on the IS24 allocation of around 30 million total. So just to be sure, when we're looking at total DNA, you know, starting with the base of 63 million, I think it was in 21. You know, expect some expansion on that depending on your investments. But then we should deduct 30 million for this. I will see a sizable step down on the group DNA. I just want to make sure I understood that correctly. And secondly, more operational. I just wondered, I know it's early days as you're rapidly growing your plus subscriber base. but I just wondered if you could give us an update on what you're seeing or anticipating in terms of churn rates and average contract duration. Thank you.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Hi, Craig. First of all, to start with your question on PPA, thanks very much for asking that. I think that's helpful for everybody around the call. The number you were referring to, the 30.3 million, that is the number we have amortized in 2021 for the customer base of ImmoScout24. According to IFRS, we needed to advertise for that, and that is done. So you're not going to see that 30 million in 2022 going forward. And there was an impairment, as you correctly pointed out, on FlowFact, which was much lower. That was 5 million that we saw running through the balance sheet, which was mainly on the FlowFact trademark. which we also accounted for at the time of the purchase of FlowFact. And as you can imagine with our new strategy, the FlowFact trademark is not used to the extent it has been in the past because it's bundled into the IS24 product. And as I said in my commentary on the slides, we also see that the shift to the cloud-based business, although makes us happier customers, brings a bit less of recurring revenues, which will increase in the future.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Yeah, and in terms of your questions about the operational APIs. You know, for the full year 2021, we have on a CLV basis, we have a blended estimation for the meter plus and call for plus. So across the portfolio of approximately 120 euros and the lifetime duration is about 5.4 months. And in Q4, it's slightly different, but pretty close to that. It's about 120 slightly north of 110 euros CLB and, you know, 5.2 a month. Obviously, again, repeating myself a little bit here, we are optimizing within those KPIs as we are learning, as we are adding additional service features, as we're connecting it also with the other platform features with Formated and so forth. So there should be more great news and insight throughout the year. Thank you.

speaker
Craig Abbott
Analyst, Kepler Cheuvreux

Okay.

speaker
spk06

Thank you both.

speaker
Operator
Conference Call Operator

Our next question comes from Joseph Burnett-Lamb from Credit Suisse.

speaker
Joseph Burnett-Lamb
Analyst, Credit Suisse

Excellent, thank you. Just one more left from me. You were asked on Political Backdrop back at 3Q, and you said it was a little bit too early to say much with confidence. I was wondering if you had any updated thoughts on that front. Thank you.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Sorry, this is Theo. I quite openly stated I didn't get the question.

speaker
Joseph Burnett-Lamb
Analyst, Credit Suisse

Sorry, back at 3Q. Can you hear me? Can you hear me? Yes, yes. Excellent. Back at 3Q, you were asked about the evolution of the political backdrop and the impact that that may have on your business. And I think you basically said it was a little bit too early to say with much confidence what was happening or what it would mean for you guys. Do you have any updated thoughts on the political backdrop and what it means for the housing market and your business?

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

No. What we have seen is that the German government... became a little bit under pressure after announcing that they are planning to build more than 400,000 apartments per year or housing units per year in Germany. And now more and more people are knocking on the door of the government and saying, hey, how are you going to plan to do that? Because when we looked at January, we saw the German mortgage bank, which is delivering or helping people to energy efficient mortgages here, have stopped. giving out new mortgages, and also we haven't seen any significant new laws coming in on speeding up the process to come to a new apartment. So the government really has come under pressure to say exactly how they want to reach 400,000 buildings. So it's rather sort of an ongoing and very well looked at political battle here in Germany, but in the end will help as a tailwind to our business rather than a headwind.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Excellent. Thank you very much.

speaker
Operator
Conference Call Operator

And we will now take the last question from Nils Lenneiser from Deutsche Bank.

speaker
Nils Lenneiser
Analyst, Deutsche Bank

Thanks. I just have two remaining questions. The first is on the decline in listings. Do you expect this to continue given the backdrop that you just explained to us? And does this make an environment where the agents are more willing to talk to you to go with the realtor lead engine product, et cetera? Some color there would be great. And the second is on the M&A potential going forward. What sort of entities are you still looking at to add to the portfolio? to make the offering more compelling to any part of the value chain that you're focused on. So some color there would be great.

speaker
Dirk Schmelzer
Chief Financial Officer (CFO)

Thanks, Nita. Yes, I start before Toby will elaborate on the first question. On M&A, I think we clearly outlined that we have set our strategy. We communicated our strategy. We mentioned the key investment areas that we are undertaking with the five growth areas we've been presenting to you. Anything that can help us along those lines to accelerate growth, we will consider. Anything else, we will not consider. And with regards to where are we standing, what are we looking at, we'd rather see some targets in the mortgage piece, if at all. On other growth areas, we don't see targets because we are at the forefront of developing those businesses, and there's simply no one outside doing what we are doing. So with that, I hand over to Tobi.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Yeah, so Dirk pointed out the areas of potential add-on M&A are well laid out. It's our journeys. It's the geographical scope we've talked about that's unchanged, and it's either a bolt-on acquisition that helps us with product acceleration or that helps us going deeper into any of our existing competencies. On the declining listings question, we don't expect a significant change. Again, The view that we have right now on the German real estate market is the question marks will not be resolved, i.e. there are supply chain constraints, housing still is short of providing enough supply, and politicians have crafted a plan, but execution lacks. So that means, yes, it should be theoretically favorable for agents to understand that they need to use different sources to get to their new mandates, which is why we're glad that we've completed the migration, which is why we're glad that we have gotten a better penetration and also a more completed offering, including all the way up to ID24. So normally I would say, yes, there should be okay with the product setting that we have now, but also we've shared that with you that we've rolled that out and we're working with our sales force to make sure everyone understands what's available. So all in all, No changes neither on the M&A strategy nor on our Aspire aspiration to really help sourcing mandates for the agents.

speaker
Nils Lenneiser
Analyst, Deutsche Bank

Understood. Thank you.

speaker
Tobias Hartmann
Chief Executive Officer (CEO)

Thank you.

speaker
Ursula Keret
Head of Investor Relations and Treasury

Okay. Thank you, Toby and Dirk, and thank you all for this very lively discussion. I'm looking forward to continuing this discussion on the phone, so if you have questions, please call the Investor Relations Team. Thank you and talk to you soon. Bye-bye.

Disclaimer

This conference call transcript was computer generated and almost certianly contains errors. This transcript is provided for information purposes only.EarningsCall, LLC makes no representation about the accuracy of the aforementioned transcript, and you are cautioned not to place undue reliance on the information provided by the transcript.

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