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Fusion 2013: The Digital House Hunt

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Using data search trends to tailor your online marketing

Published in: Real Estate
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Fusion 2013: The Digital House Hunt

  1. The Digital House HuntUsing Data Search Trends to Tailor YourOnline Marketing
  2. “The Digital House Hunt”A joint report between NAR Research and GoogleReleased in January 2013Connects the dots on online home search and shoppingpatternsShows how shoppers use online tools and sites as theyprogress through the processGives YOU a blueprint for how to market to theseconsumers!
  3. Zero Moment of Truth: ZMOT Shopping is no longer about showing up in astore, or in our cases at a brokers’ office or an openhouse, seeking advice or counsel on what to buy or how much they should pay.
  4. Who is clicking for help?
  5. Both women AND men are searching
  6. Focus One: Mobile
  7. Focus Two: Local
  8. Focus Three: Video
  9. More video tidbits:Finding an agent, and agent-related searches onYouTube grew 46% from 2010 to 2011.New home buyers place emphasis on virtual tours andvideos showcasing properties and communities.
  10. One deep thought of the day:90% of buyers are searching for homes online.Only 6% of buyers frequently use newspaper ads as aninformation source for home listings.What percentage of your marketing budget is spent to reach that 6%?
  11. Action Plan:Make sure your website is mobile ready.Use video to deliver buyers exactly the information theyare searching for. Neighborhood video is a niche thatcould pay off well. Consider setting up a video channel.Include more local information on your website.Recognize that online consumers search and act onwebsites in a consistent manner .
  12. ResourcesDigital House HuntZero Moment of Truth2012 Profile of Home Buyers and SellersNAR Research@askNAR Slideshare.net/theheatherelias
  13. Questions? Heather Elias Director of Social Business Practice National Association of REALTORS helias@realtors.org Twitter: @LoCoHeather

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