Top Ten Findings from the Real Estate Marketing Survey

Services for Real Estate Pros with QuantumDigital

I told everyone a few weeks ago about our QuantumDigital webinar results based on a survey of 10,000 real estate professionals regarding what is working in marketing. Now that the webinar is over, our marketing department has come up with a summary of the hour's worth of information.  They boiled it down to the top ten take-aways. 

Here's the link to the original posting:,  but I will copy it here for your convenience.  The top ten core themes of the findings include:

  1. Direct mail, newsprint, email and online marketing are the defacto marketing channels for real estate professionals.
  2. On average, agents and brokers typically spend 10 percent of their gross commissionable income (GCI) a year on marketing - 4 percent of which is allocated to direct mail and six percent to online/web/email channels.
  3. Sphere of influence is still the number one way to get new business.
  4. Email is used for customer retention and follow-up while direct mail and online marketing are used for customer acquisition.
  5. Sixty-seven percent of real estate professionals are now part of an online social network.
  6. LinkedIn and Facebook are the top two networking/social platforms.
  7. and are the top two cited real estate blogs.
  8., Craigslist and corporate/brokerage Web sites are the three most popular listing sites.
  9. Whether mailing or emailing, real estate professionals typically hit 200-400 local contacts.
  10. Real estate professionals need to touch their market at least 18 times per year to forge solid memory of their names and faces.

During the survey, real estate professionals were also asked to provide specific feedback regarding what they feel is important in conducting direct mail campaigns and how this can best be used.  Results included the following:

“Email marketing is becoming a more critical component because of its cost effectiveness.”

“I primarily use direct mail to increase my name recognition or stay top of mind. It is all about repetition.”

“I think that direct mail marketing keeps me top of mind with the general public. I don’t think direct mail is something that you can measure on a short-term basis, rather it becomes successful over time with consistent effort.”

“The data gathered from the survey is invaluable. We plan to use the information to develop marketing best practice whitepapers and education sessions as a way for real estate professionals to further fine-tune their marketing plans moving into 2009,” said Eric Cosway, CMO.


For more information, you can visit the press release that we posted here.  Also, there will be a repeat of the original webinar in early December. Please leave a comment below and I will let everyone know when it's scheduled.



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Brian Brumpton
Keller Williams Boise - Boise, ID
Boise Idaho Real Estate

That's great information Luis, thanks for sharing.  Interesting to see the trend of online/web/email getting the lions share of marketing dollars. 

Oct 28, 2008 07:43 AM #1
Luis Paez
QuantumDigital - Austin, TX

Yes, Online/web/email is getting slightly more marketing dollars than direct mail, but for different reasons.  We're finding for example, that email is great for current customer "in touch" campaigns, but suffers visibility when compared to direct mail.  For that reason, direct mail is a better spend of marketing dollars when trying to prospect for new clients.  There's also recent data to indicate that Gen X buyers/sellers respond very favorably to direct mail.

Oct 28, 2008 07:59 AM #2
Erik Hitzelberger
RE/MAX Alliance - Louisville REALTOR-Luxury Homes - Louisville, KY
Louisville - Middletown Real Estate

Luis - Thanks for sharing the survey results. I was actually a little surprised to see that online advertising is consuming a larger portion of marketing dollars for most agents. I know it is true for myself, but in my area, I do not see a large competitive on-line presence.

Oct 28, 2008 08:57 AM #3
Bobby Wallace
Vacant Land Solutions - Charleston, SC
Sell Your Vacant Land The Hassle Free Way!

Luis - Wonder how many agents actually "touch" their prospects 18 times?

Oct 31, 2008 12:12 AM #4
Ubong Attah
Attah Realty Group - Ready Real Estate, Dallas - Plano, TX

Luis, thanks for sharing this. This is very insightful. 

Nov 12, 2008 08:09 PM #5
Fred Griffin, on leave of absence from ActiveRain
Fred Griffin Real Estate - Tallahassee, FL
Licensed Florida Real Estate Broker

We invite you back to ActiveRain in 2016!

    Much has changed since your last visit to ActiveRain.  We encourage you to take a look at the "new" ActiveRain website.

Oct 07, 2016 01:19 PM #6
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