Buyers Today, Sellers Tomorrow: Eight          Key Consumer Changes                that MUST Drive Your Marketing Strategy...
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                           ...
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%                      ...
But Losing Ground with Buyers    53%                      54%                                         44%                 ...
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 Intervie...
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 s...
Seniors Require More Planning & Patience  • Market senior friendly features  • Consultative sale / high touch  • Build tru...
2. Pick Your “Channel”39
Buyers & Sellers Are Using Multiple SitesWeb, Social & Mobile  • Realtor.com  • Zillow  • Trulia                          ...
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 hyperloca...
Engage in Social Media• Google Yourself• Optimize Profile Pages   – Google     Plus, FaceBook, LinkedIn   – ActiveRain   –...
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.    ...
Nikesh Parekh                                            nikeshp@marketleader.com     visit the Market Leader booth 529   ...
Eight Key Consumer Changes            that MUST Drive Your Marketing Strategy54
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Buyers Today, Sellers Tomorrow: 8 Key Consumer Changes that MUST Drive Your Marketing Strategy

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

  1. 1. Buyers Today, Sellers Tomorrow: Eight Key Consumer Changes that MUST Drive Your Marketing StrategyNikesh ParekhMarket Leader
  2. 2. Buyers Today Sellers Tomorrow2
  3. 3. Phone Interviews with400 BUYERS & SELLERSIN 2004 & 2012Conducted By Third Party
  4. 4. 2,500 Recent Agent Surveyed 2,423 RealEstate Agent Surveys in 20134
  5. 5. And … the Results (drum roll please)5
  6. 6. 6
  7. 7. 7
  8. 8. Family Changes Still Drive Home Buying & Selling Weddings, Babies, Schools, Divorce8
  9. 9. So Do Bigger Houses & Better Neighborhoods “Did you see their play room?”9
  10. 10. “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
  11. 11. In 2020, 80% of New Home Buyers Will Be Minorities* 50% of New Buyers will be Hispanic**NAHREP, 2011 11
  12. 12. But, Most Consumers areWorried About Real Estate
  13. 13. Move-Up Home Sellers Declining*13
  14. 14. Consumers Less Willing to Relocate for Job14
  15. 15. Not a Safe Investment Anymore?
  16. 16. Low Cost, Low TaxFrom East & West ToCenter & South
  17. 17. What Hasn’t Changed?17
  18. 18. Real Estate is NOT An Impulse Purchase18
  19. 19. Buyers & Sellers Are Researching For 15+ Months … Before Contacting An Agent19
  20. 20. TWICE As Long Compared to 2004Buyers & Sellers Are Researching For 15+ Months … Before Contacting An Agent 20
  21. 21. Now, Consumers Have ALL the Information21
  22. 22. In 2004, Sellers Primarily Used RealtorsIn 2012, Sellers Consult Realtors & Internet Equally 22
  23. 23. Buyers Primarily Consult the Internet in 201223
  24. 24. Consumers Visiting Many, Diverse Real Estate Web Sites
  25. 25. But Using 80% Fewer Sites Than in 2004
  26. 26. 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
  27. 27. 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
  28. 28. Mobile is Big & Growing 12% of Sellers 25% of Buyers
  29. 29. 15+ Months of Research …YET, Consumers Are Spending LESS TIME Researching & Selecting An Agent 29
  30. 30. Sellers are Spending 30% Less Time Selecting An Agent In 2012 vs 200430
  31. 31. 458 Day 1 DayResearching Researching Homes Agents 63% of Consumers Interview & Select an Agent in Less Than One Day
  32. 32. Majority of Consumers Select First Agent Interviewed32
  33. 33. AND Repeat Home Buyers & Sellers Select An Agent 4X Faster33
  34. 34. How To AdaptYour MarketingStrategy?34
  35. 35. 1. One Word… Demographics35
  36. 36. 1. Pick A Niche • 6.5m Hispanic Home Owners • 4m Newly Weds • 4m Babies Born • 2.7m Asian Home Owners
  37. 37. Age Drives Seller Behavior Age 21-24 65+Trigger Family RetirementTime toengage 8x faster 2x slower agent
  38. 38. 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
  39. 39. 2. Pick Your “Channel”39
  40. 40. Buyers & Sellers Are Using Multiple SitesWeb, Social & Mobile • Realtor.com • Zillow • Trulia Your Web Site • RealEstate.com • ActiveRain • Homes.com • Google • FaceBook
  41. 41. Direct Mail Offers Greater Targeting • Seniors • Newly Weds • New Mothers • Renters
  42. 42. 3. Create A Unique Content Strategy42
  43. 43. 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
  44. 44. 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
  45. 45. 4. Think Long TermCan’t ForceBuying orSelling BeforeThey AreReady
  46. 46. No Silver Bullets
  47. 47. 47
  48. 48. 5. Be FirstConsumers Select theFirst Agent in One DayWhen They Are Ready48
  49. 49. 6. Stay In Touch Over 12-18 monthsUse a powerful CRM & email marketing solution 49
  50. 50. 7. Listen CloselyUse killer analytics to separate buyers from browsers50
  51. 51. 8. Get MobileReal Estate is Inherently MobileYour ChildrenWill Not Know What A“Computer” Is 51
  52. 52. 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
  53. 53. 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
  54. 54. Eight Key Consumer Changes that MUST Drive Your Marketing Strategy54

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