Home Shoppers Likely to Conduct Research Both On and Offline

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  • Real estate consumers who use the internet while researching a home are more likely to use multiple sources.
  • Shoppers perform an average of 11 searches prior to taking action on a real estate site.
  • Shoppers using search engines are 9 percent more likely to take action on a real estate brand website than those who don’t search.
  • REALTORS® remain a major resource for both online and offline shoppers.
  • REALTORS® using offline marketing and sales channels should incorporate digital to complement those efforts.
  • For more on the use of digital media in the home search, read the Digital House Hunt report, a collaborative effort between NAR Research and Google.

Jessica Lautz, Managing Director, Survey Research and Communications

Jessica Lautz is the Managing Director of Survey Research and Communications. Jessica analyzes data and writes annual studies such as the Member Profile, the Profile of Home Buyers and Sellers, and the Commercial Member Profile.

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