Mobile is still ultra-hot and marketing automation is still on the rise -- but real estate leaders aren't as bullish on the future of virtual reality (VR) or artificial intelligence (AI) emerging technology in the industry. Those are a few of the findings from Imprev's annual Thought Leader Survey, a biannual survey that the marketing automation company conducts on the "key challenges top real estate industry executives face." Imprev CEO Renwick Congdon noted in the study's introduction that brokers are starting to hedge when it comes to investing in new technology. "Leaders have mixed confidence as to which -- if any -- of today’s hot technologies will truly deliver the ROI they need to see," Congdon wrote. "Most are planning to take a step back from the 'next new thing' and look for opportunities that have proven potential for growth." What's the next new thing -- and what's disappearing? Almost half of survey respondents (48 percent) said that mobile apps will be an im...
- Mobile apps and social media will continue to be important outlets for real estate agents; portals and search advertising were considered less important by respondents.
- Respondents plan to invest in predictive analytics and big data; fewer planned to invest in artificial intelligence or virtual reality platforms.
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