80% of buyers online

Real Estate Agent with Douglas Elliman of California Inc BRE# 01414653


We have ALL heard the statistics about how many buyers use the Internet during a home search and it's a lot of consumers. NAR's last study reported a little over 80%. So I get why Realtors are all "taking their ad dollars online". But what frustrates me and is mind boggling to me are all the Realtors who think that the internet is THE ONLY way to market themselves.

Hear me out, here's something to think about: Did you know our internet reaches over 2 Billion users globally? Today, consumers are spending more time on the Internet than watching Television. And nearly 80% of consumers now use the Internet at some stage in the home buying process. Did you also know about 80% of people use the Internet to research cars before purchasing? And did you know about 80% of people use the Internet to research an engagement ring before purchasing? And I bet for most EVERY major purchase 80% people use the Internet before purchasing ANYTHING. It's simply not that big of a deal that people are looking for homes online.

The Internet is a tremendous tool for researching things and that’s exactly what consumers are doing, researching. No one is going online to find a Realtor. In fact, only 3% of buyers and sellers go online to find a Realtor according to a N.A.R. study.

See, the thing is that opportunities to effectively brand yourself to the illusive internet shopper are typically few and far between, further defining the importance of a strong, consistent personal brand in your offline advertising.

As a Realtor, you are the CEO of your company. You Realtors need to get with it and realize advertising remains critical for business success. That’s why you see TV commercials for cars, hear radio spots for engagement rings and so on. Because the only reason any one will ever do business with you is because of your reputation and brand. There aren’t any marketing professionals or fortune 500 companies who buy the “internet only” strategy. Fact is, leading marketers and real estate experts ALL agree that the BEST strategy for Real Estate Agent today is an integrated advertising campaign (print and internet combined).  

Want proof? Here are some FACTS:

1) Dan Gooder Richard, esteemed real estate marketing expert and author of Real Estate Rainmaker Guide to Online Marketing presents 20 rules for today’s practitioner. Rule #5 reads Old Rule: Online Advertising will Surpass Offline Advertising. New Rule: Integrated Offline and Online Promotion Wins Every Time

2) Speaker, trainer, author, and consultant Michael J. Russer, AKA Mr. Internet from Realtor.com says “a multi-channel approach in which agents and brokers blend traditional print advertising with all the new online opportunities can best maximize their return on investment”

3) Jay Conrad Levinson, the father of Guerrilla Marketing says “One of the key factors in marketing today is integration. Integrated marketing gives your campaign a life of its own.”           

4) According to Consumer Reports the #1 advice to Home Sellers is...PICK THE RIGHT BROKER. Look for local agents who are listing, marketing, and selling in your community, even if the market is slow. Ask several of them to make a listing presentation to discuss your home's value, justify their numbers and explain how they would market your property" 

5) According to a Study of US Recessions: Agents that aggressively marketed in a recession grew their sales AND profits by as much as 256% post recession over those that stopped advertising.




We provide our advertisers with integration of both Print and Online, the traditional and the technological, to reach across every consumer segment and to best maximize your return on investment. We know that utilizing an integrated strategy of print advertising, targeted direct mail and online marketing will make a profound impact on reaching a diverse demographic audience. It’s Everything working together that engages the largest group of prospects.



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Jason Lopez
SmartRealty Solutions - San Diego, CA

I have always said real estate is like fishing.  If you have one line in the water you might catch a fish.  If you have ten lines in the water you're likely to catch several.  But the fact remains that the Internet is the biggest ocean out there and therefore has more fish! Budget accordingly and spend where you have the best return on your investment....and for me that has been online, hands down. 

Also, the statistic you used about 3% of people "go online to find a REALTOR" is not entirely accurate.  They go online to look at houses and connecting with an agent is a byproduct of that search.  A large percentage do not have an agent yet and 72% of the time, according to NAR, they work with the first agent that helps them.  So it's not just about being online, it's about connecting and providing a high level of service.


Oct 27, 2008 03:50 AM #1
randy shamak

The content you have provided is pretty interesting and useful and I will surely take note of the point you have made in the blog. I was surfing the Internet a few days back to find out what would be the best strategy to get mass exposure and traffic to my website. I found that newspaper and magazine advertising can be very helpful. If you are looking to boost your website traffic at affordable rates and get an audience of millions to view your website, then try advertising in broadsheet newspapers that offer national exposure. I did this with web windows which is a UK based company and found amazing results with my newspaper ads. It’s also got the added advantage of reaching out to those potential customers who do not use the Internet. I thought this information might be useful for anyone looking for solutions to get more traffic to their website at affordable rates

Feb 11, 2009 09:48 PM #2
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