I was looking through some of my notes from the past and came across this nice little gem I thought was worth sharing. Earlier last year, Ruder Finn conducted a study to determine why people go online. The results of his study can be seen in the following graph.
As you can see, there are quite a few reasons why people go online, all of which have to do with passing the time. In evaluating this graph, we can learn specifically how people pass the time on the Internet, and thus figure out how to target new prospects and leads through social media. Here are the significant figures you can pull from this study:
- 92% of people are interested in connecting with others.
- 76% of people are interested in discussions.
- 56% of people want to have an influential role on others.
- 52% of people want to activate support.
- 72% of people want to be involved in a community.
I don't know about you, but those are some pretty impressive figures for people who are interested in using the Internet for socially-oriented engagements.
What Does This Mean For Real Estate Marketing?
Now that you have a good understanding as to why people are using the Internet, think about how to focus your marketing efforts to satisfy people in these categories. Notice all of the categories I mentioned above deal with people either interested in forming relationships or helping other people.
So, if you are one of the many people out there trying to figure out how social media fits into a marketing plan, let this be a nice foundation on how to get started. It's not about throwing blatant sales pitches in the wind, hoping that you will generate interest; it's about developing relationships.
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