Buyers Today, Sellers Tomorrow: 8 Key Consumer Changes that MUST Drive Your Marketing Strategy
Upcoming SlideShare
Loading in...5
×
 

Buyers Today, Sellers Tomorrow: 8 Key Consumer Changes that MUST Drive Your Marketing Strategy

on

  • 172 views

 

Statistics

Views

Total Views
172
Views on SlideShare
172
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Buyers Today, Sellers Tomorrow: 8 Key Consumer Changes that MUST Drive Your Marketing Strategy Buyers Today, Sellers Tomorrow: 8 Key Consumer Changes that MUST Drive Your Marketing Strategy Presentation Transcript

  • Buyers Today, Sellers Tomorrow: Eight Key Consumer Changes that MUST Drive Your Marketing StrategyNikesh ParekhMarket Leader
  • Buyers Today Sellers Tomorrow2
  • Phone Interviews with400 BUYERS & SELLERSIN 2004 & 2012Conducted By Third Party
  • 2,500 Recent Agent Surveyed 2,423 RealEstate Agent Surveys in 20134
  • And … the Results (drum roll please)5
  • 6
  • 7
  • Family Changes Still Drive Home Buying & Selling Weddings, Babies, Schools, Divorce8
  • So Do Bigger Houses & Better Neighborhoods “Did you see their play room?”9
  • “Retirement” Is the Fastest Growing Seller Reason• Job retirement• Health issues• Weather 10,000• Stairs Boomers• Grandkids Retiring Per Day for 19 Years**Pew Research Center, December 29, 2010 10
  • In 2020, 80% of New Home Buyers Will Be Minorities* 50% of New Buyers will be Hispanic**NAHREP, 2011 11
  • But, Most Consumers areWorried About Real Estate
  • Move-Up Home Sellers Declining*13
  • Consumers Less Willing to Relocate for Job14
  • Not a Safe Investment Anymore?
  • Low Cost, Low TaxFrom East & West ToCenter & South
  • What Hasn’t Changed?17
  • Real Estate is NOT An Impulse Purchase18
  • Buyers & Sellers Are Researching For 15+ Months … Before Contacting An Agent19
  • TWICE As Long Compared to 2004Buyers & Sellers Are Researching For 15+ Months … Before Contacting An Agent 20
  • Now, Consumers Have ALL the Information21
  • In 2004, Sellers Primarily Used RealtorsIn 2012, Sellers Consult Realtors & Internet Equally 22
  • Buyers Primarily Consult the Internet in 201223
  • Consumers Visiting Many, Diverse Real Estate Web Sites
  • But Using 80% Fewer Sites Than in 2004
  • Agents & MLS Have A Slight Edge 54% with Sellers 51% 50% 45% 31% 28% 12%Agent Web Site Local MLS Zillow Realtor.com Trulia RealEstate.com Homes.com
  • But Losing Ground with Buyers 53% 54% 44% 42% 41% 18% 15%Agent Web Site Local MLS Zillow Realtor.com Trulia RealEstate.com Homes.com
  • Mobile is Big & Growing 12% of Sellers 25% of Buyers
  • 15+ Months of Research …YET, Consumers Are Spending LESS TIME Researching & Selecting An Agent 29
  • Sellers are Spending 30% Less Time Selecting An Agent In 2012 vs 200430
  • 458 Day 1 DayResearching Researching Homes Agents 63% of Consumers Interview & Select an Agent in Less Than One Day
  • Majority of Consumers Select First Agent Interviewed32
  • AND Repeat Home Buyers & Sellers Select An Agent 4X Faster33
  • How To AdaptYour MarketingStrategy?34
  • 1. One Word… Demographics35
  • 1. Pick A Niche • 6.5m Hispanic Home Owners • 4m Newly Weds • 4m Babies Born • 2.7m Asian Home Owners
  • Age Drives Seller Behavior Age 21-24 65+Trigger Family RetirementTime toengage 8x faster 2x slower agent
  • Seniors Require More Planning & Patience • Market senior friendly features • Consultative sale / high touch • Build trust • Offer services like inspection & staging • Compile resources on assisted living
  • 2. Pick Your “Channel”39
  • Buyers & Sellers Are Using Multiple SitesWeb, Social & Mobile • Realtor.com • Zillow • Trulia Your Web Site • RealEstate.com • ActiveRain • Homes.com • Google • FaceBook
  • Direct Mail Offers Greater Targeting • Seniors • Newly Weds • New Mothers • Renters
  • 3. Create A Unique Content Strategy42
  • Target Keywords With Your Blog• Pick a local keyword phrases based on your niche Local How-To• Write hyperlocal content on Local Lists your blog Market Reports• Share with your social Local Reviews networks Time Sensitive – ActiveRain – Google+ Search Widget – FaceBook Back to IDX Web – Twitter Site
  • Engage in Social Media• Google Yourself• Optimize Profile Pages – Google Plus, FaceBook, LinkedIn – ActiveRain – Trulia, Zillow, & Realtor• Link back to your IDX web site• Add testimonials & reviews
  • 4. Think Long TermCan’t ForceBuying orSelling BeforeThey AreReady
  • No Silver Bullets
  • 47
  • 5. Be FirstConsumers Select theFirst Agent in One DayWhen They Are Ready48
  • 6. Stay In Touch Over 12-18 monthsUse a powerful CRM & email marketing solution 49
  • 7. Listen CloselyUse killer analytics to separate buyers from browsers50
  • 8. Get MobileReal Estate is Inherently MobileYour ChildrenWill Not Know What A“Computer” Is 51
  • 1. Pick A Niche2. Pick Your “Channel”3. Create A Unique Content Strategy4. Think Long Term5. Be First6. Stay In Touch Over 12-18 months7. Listen Closely8. Get Mobile 52
  • Nikesh Parekh nikeshp@marketleader.com visit the Market Leader booth 529 Accomplish more with just one real estate solution Market Leader • Websites customers earn more • Contact management than twice (2X!) the • Lead generation median income of a typical NAR member • Marketing center using our: • Education53
  • Eight Key Consumer Changes that MUST Drive Your Marketing Strategy54