Digital marketing is a blessing and a curse for real estate agents

'Agents are bidding costs up but don't understand what they're buying'
  • Some industry veterans say they see agents spend wastefully on digital marketing because agents fail to vet products, don't adopt lead-conversion systems and don't track return on investment.
  • Spending on marketing by agents and brokers has increased by two-thirds since the height of the housing boom.
  • Those who've found success with the methods say that operational support and long-term marketing to leads are key to extracting value from digital advertising.

Arlington, Virginia-based Realtor Coral Gundlach spent $100 to $200 marketing a listing when she entered the business in 2004. Today, she sometimes shells out more than ten times that amount.