This article is from Landlord Today on 17th February 2020
The change in customer behaviour driven by technological developments is the most prominent trend. Marketers believe it will offer the greatest opportunities and challenges in digital marketing. Hence, 65% of estate agents plan to harness social media to promote listings in 2020.
New research by Zoopla has revealed that changing consumer behaviour means digital marketing is a major focus for agents in the year ahead.
Also, Zoopla’s annual State of the Property Nation survey highlighted other findings of how home hunters search for properties. It includes a nationally representative consumer sample of 6,000 people and more than 650 agents across the sales and letting landscape.
The study found that 12% of house hunters now use Facebook to browse for residential properties. This is a 50% increase from the 8% recorded 12 months ago.
While social media is increasingly important, 47% of consumers aim to stay on top of new properties coming onto the market by setting up email alerts via property portals.
Portals remain essential to agents and house hunters. 77% of consumers surveyed use portals to conduct their property search.
Unsurprisingly, two-thirds – 65% of renter and buyer leads now originate from a property portal, according to the agents surveyed.
That is to say a fifth – 20% – of consumers now have a property app installed on their digital devices, whether active in the market or not.
Andy Marshall, chief commercial officer at Zoopla, then said: “The industry is adapting to changes in consumer behaviour. It is looking to capitalise on the time that prospective buyers and vendors spend in the digital environment. This is nowhere more apparent than in the research stages of buying, selling, or renting a new home. Agents know this, which is why more are embracing digital marketing than ever before.
“Indeed, 53% of agents are looking to boost their digital and email marketing capabilities this year. Therefore, our focus on driving digital excellence is business-critical.”
Metric Connect is pleased that digital marketing is getting the right exposure. We encourage more companies to embrace Social Media Marketing to avoid other large companies with huge budgets drive them out. Social Media Marketing can elevate your business if done in the right way. Keeping with the times and adapting to a digital environment is a key factor for any business today.
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