- According to the Digital House Hunt, a joint report between NAR Research and Google, there is a tremendous opportunity for REALTORS® to market to home shoppers online.
- 90% of home buyers searched online during their home buying process
- 28% of new home shoppers used their mobile device for search while in line; 27% of new home shoppers used their mobile device for search while at a restuarant
- Overall, real estate related searches on Google.com have grown 253% over the past 4 years
Yesterday, NAR Research held a Twitter chat on the home search process for recent buyers. The turnout was quite large, and we were able to interact with many of you who had significant insights into this process. There were too many responses to include them all, but the recap of the major highlights is below. Thank you to all who participated!
(2:01pm EST) @NAR_Research I’m Jessica Lautz, Manager of Member & Consumer Survey Research. Let’s talk about home search data from recent buyers-join w/#HBSHomeSearch
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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.
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- According to the Digital House Hunt, a joint report between NAR Research and Google, there is an opportunity for REALTORS® to market to home shoppers in online video environments.
- New home buyers place an emphasis on virtual tours and videos showcasing properties and communities.
- Finding an agent and agent related searches on YouTube grew 46% year-over-year.
- Number of agent-related videos on YouTube:
- 19,200 results for how to find a real estate agent;
- 88,400 for real estate agent;
- 118,000 for buying a home
- Home buyers who purchased previously owned homes are more likely to bring their online research offline by walking through or driving by a home they viewed online.
