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: http://tinyurl.com/6oavrr, but I will copy it here for your convenience. The top ten core themes of the findings include:
- Direct mail, newsprint, email and online marketing are the defacto marketing channels for real estate professionals.
- 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.
- Sphere of influence is still the number one way to get new business.
- Email is used for customer retention and follow-up while direct mail and online marketing are used for customer acquisition.
- Sixty-seven percent of real estate professionals are now part of an online social network.
- LinkedIn and Facebook are the top two networking/social platforms.
ActiveRain.com and RealTown.com are the top two cited real estate blogs.
- Realtor.com, Craigslist and corporate/brokerage Web sites are the three most popular listing sites.
- Whether mailing or emailing, real estate professionals typically hit 200-400 local contacts.
- 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.