Leak #1 Marketing: Part 2 – Leaking Profits: Article 4

In part 1 of marketing leaks we discussed marketing technology where it’s been effective in the past and where it is going. In order to keep marketing leaks to a minimum you must change with the times.

Lets look at the information sources that homebuyers use for their search.

Internet:

  • 90 percent hunt for their next home via digital media.
  • 52 percent say the Internet is the first step they take during the home search/buying process, so search engine optimization (SEO) is essential for a builder’s website.

Cell phone:

  • 91 percent of U.S. adults own a cell phone.
  • 56 percent own a smartphone.
  • 30 percent use their mobile phone as their shopping companion, so your site must be mobile-ready.

Real estate agent:

  • 87 to 89 percent use an agent, up from 69 percent ten years ago.

Yard sign:

  • 53 percent of buyers get information from yard signs.

Open House:

  • 45 percent of buyers attend open houses.

Magazines, newspapers, home books:

  • This entire print media combined is seen by 27 percent of the buyers—a drastic fall!

Social media:

  • Social networks and blogs monopolize Americans’ time online, now accounting for almost one-fourth of their total Internet usage.
  • Social media continues to grow, with nearly 4 out of 5 active Internet users visiting social networks and blogs.
  • Americans spend more time on Facebook than on any other U.S. site.

Texting:

  • 79 percent of mobile phone owners use texting. We text more than we talk!
  • According to Nielsen Mobile, 97 percent of mobile subscribers will read a text message within 15 minutes of receiving it; 84 percent respond within an hour.

Photos:

  • 84 percent of homebuyers say that seeing photos are useful during their search.
  • 76% = Homebuyers who drove by a home they first viewed online
  • 62% = The number of homebuyers who walk through a home they first viewed online

Video:

  • Watching one minute of video is equivalent to reading 1.8 million words, says a Forrester Research study.

Here they come. There they go!

Today’s homebuyers follow a particular behavior pattern during the search. It’s important that you are aware of these statistics, so that you understand the window of opportunity you have to build a relationship:

12 = The average number of weeks a buyer search for a home
12 = The average number of homes visited before deciding on a purchase, because they’ve done most of their hunting virtually

According to Herbert Research, before consumers even think about selling or buying, they can take up to four years subconsciously collecting experiences related to their home, including current and future desired requirements, features, and amenities. These experiences compound to bring the home sale to the forefront of consciousness, triggering an active research phase.

BOTTOM LINE: Hire a professional for your web, online, and marketing needs. Just because you can do it yourself, doesn’t mean you can do it well. The money you invest in experienced online marketing professionals is like finding a great physical trainer for your health and wellness—the ROI is huge!

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