Riley Stephens

If only 40% of those surveyed utilize digital marketing there’s a reason for this. Maybe they've found a disconnect between the oft sited "90% start their search online" and real response to their digital advertising. Maybe they simply feel it is too "complex". Maybe they perceive the need - or have discovered the effectiveness - of a broader, more diverse marketing mix. As marketers, are we missing an opportunity and should we commit more to digital marketing since "all real estate consumers are on the web"? Possibly - but commit more to digital marketing because it works and provides you with the ROI you demand. In my view, an assumption that the internet is the only place to market and advertise is failing to recognize that while the internet may be the starting point for lots of real estate search, it’s not - nor should be - the only point of possible contact with clients and prospects. Maybe those surveyed understand this.

Contrary to what Mr. Vyadro says ALL real estate consumer are not on the Web. They use the Internet as a starting point and during their search for real estate just as many of us use the Internet to search for many things - having often learned about the website we visit from another source. A balanced and effective marketing budget would include many outlets - including traditional non-digital means. That may be why only 40% of those surveyed commit funds to digital marketing. From my own experience 1/3 of our web users come directly to our site having learned about our site from a non-digital source. If they are really looking for brand awareness, return on investment and new clients then a marketing plan that includes 40% to digital may be about right.

Corporate identity is one thing, you as a "brand" is another. You're building your brand by writing this article for Inman and projecting yourself as an expert in your field. You project "brand" image in everything you do. If you pick a client up in a filthy car you're dramatically affecting your brand in the mind of the client. If you look sloppy and printed your business cards out on your computer this morning, you're projecting an image for you - the "brand". Buyers choose to do things and purchase services for all sorts of crazy reasons. Don't underestimate the power of "branding" yourself. Riley Stephens