BrokerageIndustry News

Vertical, classified search key to lead gen

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

(This is Part 1 of a four-part series. Read Part 2, Part 3 and Part 4.) During the last week of July, the movers, shakers and innovators of our industry met in San Francisco for Real Estate Connect. You may have been reading about all the amazing new trends and technologies -- now it's time to examine how those innovations can improve your bottom line. Our industry is spending millions on Web advertising. With so many new technologies, it's hard to know what will be the most effective. What's clear, however, is our industry's slow ability to adapt. According to Burrell and Associates, only 13 percent of the agents are using sponsored or paid search. Translated, this means that advertising on the Web is a smart investment because 87 percent of your competition is still not there. Furthermore, while only 1 percent of today's buyers purchase properties they saw advertised in a newspaper, about 25 percent find the house they will purchase on the Web. Estimates place the percentage o...