58% of real estate consumers found the home they purchased using mobile. Mobile first real estate search has changed consumer behavior and service expectations. Realtors and real estate brokerages must adapt to these changes and have intelligent automation to increase real estate lead conversion rates from their internet marketing efforts. Slide deck contains real estate lead conversion data and statistics to highlight how these internet trends change consumer behavior. View video of CallAction presentation: 58% of real estate consumers found the home they purchased using mobile. Mobile first real estate search has changed consumer behavior and service expectations. Realtors and real estate brokerages must adapt to these changes and have intelligent automation to increase real estate lead conversion rates from their internet marketing and real estate lead generation efforts. Slide deck contains real estate lead conversion data and statistics to highlight how these internet trends change consumer behavior. View video of CallAction.co presentation: https://youtu.be/McNC0g_U1M0

1. HOW MOBILE HAS CHANGED
REAL ESTATE SEARCH

2. Train Goldfish?

3. Associative Learning:
process by which someone
learns an association
between two stimuli, or a
behavior and a stimulus.

4. Neuroplasticity:
the study of brain's ability
to change at any age based
on use and stimulus

5. Mobile Stimulus

6. Mobile First World
• 80% US Pop. Smartphones
• 54% Mobile Search
• 50% Search has Local Intent
• 85 Text Msgs. per Day
• 95% Text Msgs. Read in < 3 Mins.
• 1.8 Hrs. on Mobile Screen per Day
• 55 Mins. on Facebook per Day
Mobile Usage Stimulus

7. Search
Behavior
Based on
Device Type
Search DeskTop Mobile
Research Process
Lengthy & well
researched
Short, in the moment.
Immediacy
Future interest
(Aspirational)
Immediate need for
information
Conversion Method Web form Phone call
“more Google searches take
place on mobile devices than
on computers in 10 countries
including the US and Japan.”
- Google May 2015

8. Two New Mobile Behaviors
Call Abandonment
ANempted
69%
Abandoned
31%
Explosion in Mobile Click-to-Call Usage
EsBmated 163 Billion Calls by 2019
Annual Calls in Billions
0
14
28
42
56
70
2014 2015 2016 2017 2018 2019
22.7
28 28.4
32.3
36.4
40.5
5.7 7
12.2
19.4
27.3
36.4
19
23.3
27 29 27.3
24.3
28.4
35
40.5
48.4
54.5
60.7
Search Display Ad
NaBve Social Landing Pages
Sources: BIA/Kelsey / Marchex

9. Mobile Has
Changed
Consumer
Behavior
Remember “Associative Learning”?
Smartphone / iPhone (Stimulus)
Response Time (Behavior) 0%
13%
25%
38%
50%
0 Mil.
50 Mil.
100 Mil.
150 Mil.
200 Mil.
2007 2008 2009 2010 2011 2012 2013 2014
iPhone Sales (SBmulus)
Consumers ExpecBng Instant Response (Behavior)
3.7 Mil.
13.7 Mil.
25.1 Mil.
47.5 Mil.
93.1 Mil.
135.8 Mil.
153.5 Mil.
192.7 Mil.
10%
24%
35%
38% 37%
42%
44%
49%
Sources: Apple, KPI Research, CAR Home Buyer Study

10. Eye Opening Real Estate Stats

11. 99%
Search Homes Online
58%
Found Home
Purchased
on Mobile
72% Used Mobile or
Real Estate
50%
Visited Open Houses
49%
Called Yard Sign
33%
Found Agent
Online
65%
Set Appointment to
View Home
Sources: 2016 NAR Home Buyer Study & 2017 Digital Real Estate
Digital Home Buyer Journey

12. Sources: 2016 NAR Home Buyer Study & 2017 Digital Real Estate
Real Estate
Search Phases
Aspirational
Research
Transactional
12-18 Months - All Areas, Prices & Home Types - Ask Friends Experience of Owning
3-6 Months - Mortgage / Credit / Payments - Narrow Down Areas & Prices
1-3 Months - Focused on Area & Price
Setup Showings - Open Houses
Look at 10 Homes / 10 Weeks
High Urgency

13. Sources: 2016 KW / Baylor University Response Study / 2014 CAR Study
Average Agent
Response Rates
Agent Response Rates
0%
25%
50%
75%
100%
Text Phone Email
49%29%55%
51%
71%
45%
Responded Never Responded
Top 3 Reasons for Consumers
Dissatisfaction
• 71% Slow communication
• 61% Did not communicate in preferred manner
• 51% Communicated ineffectively

14. Sources: 2016 KW / Baylor University Response Study
Average
Agent
Response
Times by
Inquiry
Type
Text
Phone
Email
0 1h 2h 3h 4h 5h 6h
5h 45m
1h 45m
30m

15. Sources: 2016 Zillow Study - Premier Agent Forum
12%
2%
5%
10%
24%
47%
0 Contact ANempts - 47%
1 Contact ANempt - 24%
2 Contact ANempts - 10%
3 Contact ANempts - 5%
4 Contact ANempts - 2%
5+ Contact ANempts - 12%
Avg. Contact Attempts on
Purchased Zillow Leads

16. 94% of Homebuyers
Expect Response
in Less Than 1 Hour
Gap between consumers expectation & actual
agent response is major opportunity
13%
25%
38%
50%
instantly < 30 Mins 1 hr. < 2 hrs. < 4 hrs. Same Day > 1 Day
18%
7%
11%
17%
24%
13%
10%
49%
29%
16%
4% 4% 2% 0%
Expected Response Times
Actual Response Time
Source: 2015 CAR Home Buyer Study

17. Sources: 2015 CAR Buyer & Seller Study
Top 5
Reasons
Buyers &
Sellers
Selected
Agent
Previously Used Agent
First to Respond
Most Responsive
Most Aggressive
Most Knowledgable
0% 5% 10% 15% 20% 25% 30%
8%
18%
29%
12%
19%
3%
13%
22%
13%
29%
Buyers Sellers

18. Minutes Matter.
Response Time
Critical to
Success
Chart shows answer rates when
responding instantly and how that
impacts overall lead conversion rates.
Conversion Rate Improvement
0%
100%
200%
300%
400%
Lead Answer Rates
0%
10%
20%
30%
40%
1 M
in.
2 M
ins.
3 M
ins.
30 M
ins.
1 Hr.
5 Hrs.
24 Hrs.
Lead Answer Rates Lead Conversion Rate Improvement
16%24%36%
62%
98%
160%
391%
3%4%6%8%
12%
25%
40%
391%
160%
98%
62%
36% 24% 16%
Sources: Velocify Speed to Lead Study, Zillow Premier Agent Frorum

19. How to Win in Mobile First World
1. Respond instantly (using systems, automation, assistants or a team)
2. Call and have long, meaningful conversations to build rapport and trust
3. Actively listen, ask questions to create opportunity to share your knowledge

20. Human Attention Span
Mobile stimulus has changed consumer behavior via
associative learning and neuroplasticity.
2000 = 12 Seconds
100 Million Cell Phones / 0 Smartphones
2013 = 8 Seconds
350 Million Cell Phones / 58% Smartphones
34% Decrease
Mobile Stimulus + Neuroplasticity

21. 9 Second Attention Span
Goldfish Now Have 12% Longer Attention Span
Than The Humans
Thank You for Your 15 Minutes of Attention 😃

22. Get Slides & Contact Info.
Text ‘TECH’ to (657) 444-1500
Questions?