With the real estate season in full swing, agents are looking for the best way to promote their services and their inventory. Direct mail and local newspaper advertising remain important to this industry. But, more realtors are using digital formats like online listing services and social media to put themselves front and center with their target audience.
Realtors say their most effective marketing tools include networking/events (30.8%), email campaigns (28.77%), featured listings/online (22.76%), and social media (17.04%). At least 33% of realtors will venture into social media in 2013 and they expect to use the following tools:
- Pinterest 23.5%
- Blogging 26.8%
- LinkedIn 33.1%
- YouTube 36.8%
- Facebook 36.4%
While nearly half of realtors use the featured listing/online format (such as Zillow or Trulia), 45% say they haven’t yet acquired any leads through this channel. This year, 49.6% of realtors strongly recommend email marketing campaigns while only 37.1% recommend featured listings/online. An additional 19.6% would not recommend that realtors try featured listings.
Traditional media is falling out of favor with realtors. While many are still using print, over 25% do not recommend the format ads and 22% say that out-of-home marketing is not working for them. Instead, the personal interaction that takes place during events and digital formats that are ‘easily shared’ like social media will hold the most interest for and capture the biggest share realtor ad budgets in 2013 as they seek to sell homes to consumers.
To learn more about potential New Home Seekers, check out the Audience Interests & Intent Report available on the Research Store at ad-ology.com.[Source: Real Estate Marketing Analysis. Ecampaignpros.com. 2013. Web. 30 Apr. 2013]