Driven by technological advancements and shifting consumer expectations, the real estate industry is undergoing a transformation, presenting both challenges and opportunities. In our recent research report, “The State of Real Estate Marketing,” we found that agents are still tackling traditional challenges, but are also struggling to learn and adapt to technology that will help them grow their marketing success.
The marketing burden
It’s no surprise that only 9 percent of real estate agents have handed their marketing over entirely to a brokerage or in-house team. After all, the personal touch is critical for real estate success. But it may be surprising to learn that nearly half (47 percent) actually do all their marketing alone, and only 13 percent of those solo marketers would rate their marketing as very effective.
And while these agents are facing some timeless challenges, like generating and converting leads and standing out against competitors, there are new challenges emerging: nearly one-third are struggling to implement the right technology, and another third feel they can’t keep up with the pace of changing tech.
To achieve success and stay competitive, agents need technology that’s easy to use, and strategic direction to get the most out of it.
Effective and efficient
While agents struggle to keep up with technological advances, the benefits of those advances are clear: those utilizing digital tactics like social media, email marketing, search engine optimization and paid social report more marketing success across the board, while also relying less on tactics like events and direct mail.
What specifically is driving that success? The most successful marketers share some things in common:
- Automation and integration — They are nearly one and a half times more likely to use automated follow-ups and drip campaigns, and to integrate their contacts across platforms like CRM, email, and advertising tools.
- Personalization and testing — They are two times more likely to test and refine things like marketing messaging and timing.
- Embracing AI — They are nearly twice as likely likely to use AI tools in their marketing efforts.
Ultimately, these agents are embracing advanced technologies, but with the explicit outcome of streamlined marketing — making the most of their limited hours.
How brokerages can help bridge the gap
It might seem like a foregone conclusion that agents who are part of a brokerage struggle less with access to technology; however, only one in five are satisfied with the technology their brokerage provides, and often seek out alternative tools. So, how can brokerages drive agent tech adoption, satisfaction and success?
First and foremost, brokerages must recognize the importance of contact list ownership; 96 percent of agents say exclusive, protected access to their own list is critical, and 90 percent view owning their list as a competitive advantage.
Next, brokerages must balance their desire for advanced measurement with agents’ need for a solution that’s streamlined and easy to use. Agents need to actually feel able to use the tools selected.
Finally, agents are more successful when they have guidance: offerings like coaching, online training, webinars and support centers help agents adopt and utilize brokerage-provided technology.
Moving ahead with confidence
There’s no question that agents must embrace tech to drive marketing success; both agents and brokerages can set their sights on success by implementing flexible, robust marketing tools that both offer scalable features and agent independence and provide an easy-to-use, streamlined experience.
Constant Contact helps real estate professionals supercharge their marketing beyond CRM functionality. Easily create content, build your client audience and seal more deals with automated email, SMS, social media marketing, landing pages and more. Learn more at Constant Contact.
