1. Buyers Today, Sellers Tomorrow:
Eight Key Consumer Changes
that MUST Drive Your Marketing Strategy
Nikesh Parekh
Market Leader

2. Buyers Today Sellers Tomorrow
2

3. Phone Interviews with
400 BUYERS &
SELLERS
IN 2004 & 2012
Conducted By Third
Party

4. 2,500 Recent Agent Surveyed
2,423 Real
Estate Agent
Surveys
in 2013
4

5. And … the Results
(drum roll please)
5

6. 6

7. 7

8. Family Changes Still Drive Home Buying & Selling
Weddings, Babies, Schools, Divorce
8

9. So Do Bigger Houses & Better Neighborhoods
“Did you see their play room?”
9

10. “Retirement” Is the Fastest
Growing Seller Reason
• Job retirement
• Health issues
• Weather 10,000
• Stairs Boomers
• Grandkids Retiring Per
Day for 19
Years*
*Pew Research Center, December 29, 2010
10

11. In 2020, 80% of New Home Buyers Will Be Minorities*
50% of New Buyers will be Hispanic*
*NAHREP, 2011
11

12. But, Most Consumers are
Worried About Real Estate

13. Move-Up Home Sellers
Declining*
13

14. Consumers Less Willing to
Relocate for Job
14

15. Not a Safe Investment
Anymore?

16. Low Cost,
Low Tax
From East
& West
To
Center &
South

17. What Hasn’t Changed?
17

18. Real Estate is NOT An Impulse Purchase
18

19. Buyers & Sellers Are Researching For 15+ Months …
Before Contacting An Agent
19

20. TWICE As Long Compared to 2004
Buyers & Sellers Are Researching For 15+ Months …
Before Contacting An Agent
20

21. Now, Consumers
Have ALL the
Information
21

22. In 2004, Sellers Primarily Used Realtors
In 2012, Sellers Consult Realtors & Internet Equally
22

23. Buyers Primarily Consult the Internet in 2012
23

24. Consumers Visiting Many, Diverse Real Estate
Web Sites

25. But Using 80% Fewer Sites Than in 2004

26. Agents & MLS Have A Slight Edge
54%
with Sellers
51% 50%
45%
31%
28%
12%
Agent Web Site Local MLS Zillow Realtor.com Trulia RealEstate.com Homes.com

27. But Losing Ground with Buyers
53% 54%
44%
42% 41%
18%
15%
Agent Web Site Local MLS Zillow Realtor.com Trulia RealEstate.com Homes.com

28. Mobile is Big & Growing
12% of Sellers
25% of Buyers

29. 15+ Months of Research …
YET, Consumers Are Spending LESS TIME Researching &
Selecting An Agent
29

30. Sellers are Spending 30% Less
Time Selecting An Agent
In 2012 vs 2004
30

31. 458 Day 1 Day
Researching Researching
Homes Agents
63% of Consumers Interview & Select
an Agent in Less Than One Day

32. Majority of Consumers Select
First Agent Interviewed
32

33. AND Repeat Home Buyers
& Sellers Select An Agent 4X Faster
33

34. How To Adapt
Your Marketing
Strategy?
34

35. 1.
One Word…
Demographics
35

36. 1. Pick A Niche
• 6.5m Hispanic Home Owners
• 4m Newly Weds
• 4m Babies Born
• 2.7m Asian Home Owners

37. Age Drives Seller Behavior
Age 21-24 65+
Trigger Family Retirement
Time to
engage 8x faster 2x slower
agent

38. Seniors Require More Planning & Patience
• Market senior friendly features
• Consultative sale / high touch
• Build trust
• Offer services like
inspection & staging
• Compile resources
on assisted living

39. 2. Pick Your
“Channel”
39

40. Buyers & Sellers Are Using Multiple Sites
Web, Social & Mobile
• Realtor.com
• Zillow
• Trulia
Your Web Site
• RealEstate.com
• ActiveRain
• Homes.com
• Google
• FaceBook

41. Direct Mail Offers Greater Targeting
• Seniors
• Newly Weds
• New Mothers
• Renters

42. 3. Create A Unique Content Strategy
42

43. Target Keywords With Your Blog
• Pick a local keyword phrases
based on your niche Local How-To
• Write hyperlocal content on Local Lists
your blog Market Reports
• Share with your social Local Reviews
networks Time Sensitive
– ActiveRain
– Google+ Search Widget
– FaceBook Back to IDX Web
– Twitter Site

44. Engage in Social Media
• Google Yourself
• Optimize Profile Pages
– Google
Plus, FaceBook, LinkedIn
– ActiveRain
– Trulia, Zillow, & Realtor
• Link back to your IDX web
site
• Add testimonials & reviews

45. 4. Think Long Term
Can’t Force
Buying or
Selling Before
They Are
Ready

46. No Silver Bullets

47. 47

48. 5. Be First
Consumers Select the
First Agent in One Day
When They Are Ready
48

49. 6. Stay In Touch Over 12-18 months
Use a powerful CRM
& email marketing
solution
49

50. 7. Listen Closely
Use killer analytics to separate buyers from
browsers
50

51. 8. Get Mobile
Real Estate is
Inherently
Mobile
Your Children
Will Not Know
What A
“Computer” Is
51

52. 1. Pick A Niche
2. Pick Your “Channel”
3. Create A Unique Content Strategy
4. Think Long Term
5. Be First
6. Stay In Touch Over 12-18 months
7. Listen Closely
8. Get Mobile
52

53. Nikesh Parekh
nikeshp@marketleader.com
visit the Market Leader booth 529
Accomplish more with just
one real estate solution
Market Leader • Websites
customers earn more • Contact management
than twice (2X!) the
• Lead generation
median income of a
typical NAR member • Marketing center
using our: • Education
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54. Eight Key Consumer Changes
that MUST Drive Your Marketing Strategy
54