BrokerageIndustry News

Marketing mistakes fuel real estate disconnect

Research shows money's in online ads, not print

The last week in July, the movers and shakers gathered in San Francisco for Real Estate Connect. According to the most recent research, rather than being "connected," our industry is suffering from a massive case of "disconnect." The Real Estate Connect conference provides a great opportunity to brush elbows with the best in the business. Virtually everyone who attends shares the vision of doing business online. This year I was hoping to hear good news about how agents are doing in terms online marketing. Much to my disappointment, the news was terrible.  According to NAR, somewhere between 71-78 percent of clients begin their search for a home online. According to a study from the California Association of Realtors, the average Internet buyer looks at six houses and takes two weeks to purchase. In contrast, "traditional buyers" look at 15 houses and take seven weeks to purchase. The CAR study also shows the average Internet buyer spends $470,000 on their home whereas traditiona...

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