MarketingTechnology

Imprev survey: Marketing automation to gain popularity in 2016

Most firms who already employ marketing automation plan to boost their use next year

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Takeaways:

  • Most brokerages have already implemented or plan to implement marketing automation.
  • 75 percent of leaders said the brokerage should make the investment in marketing automation, with 58 percent believing agents should also share in the cost.
  • Top executives overwhelmingly want their agents to be able to modify marketing content.

A recent survey shows nearly 1 in 3 (29 percent) real estate brokerage and franchise leaders plan to implement marketing automation in 2016.

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29 percent of real estate brokerage and franchise leaders plan to implement marketing automation in 2016

Additionally, more than half — 56 percent — of firms that currently use marketing automation will increase their utilization of the technology next year.

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56 percent of firms that currently use marketing automation will increase their utilization of the technology next year.

These findings are based on a survey recently conducted by Imprev. The firm surveyed a mix of executives and divided them according to how many agents they manage — more than or fewer than 500.

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Seventy percent of real estate leaders surveyed defined marketing automation primarily as a service to promote listings.

Executives see three main benefits to utilizing marketing automation. At the top was the technology’s ability to let leaders know their agents are staying in touch with past clients.

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Marketing automation also ensures that all listings are being fully advertised and lets leader know what listing tactics work and fail.

Imprev notes that marketing automation enables firms to spend less money on unused technology and allows agents more time in front of clients.

The technology will also be useful moving forward as a tool for recruiting new agents. Nearly 75 percent of executives ranked marketing automation as a “valuable” or “extremely valuable” tool for recruitment.

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Similarly, 75 percent of leaders said the brokerage should make the investment in marketing automation, with 58 percent believing agents should also share in the cost.

Lastly, top executives overwhelmingly want their agents to be able to modify marketing content created, as 95 percent said it was an important aspect.

Read the full survey.

Email Erik Pisor.