This is the fourth in a series – see all the posts

Unless You’ve Been Living Under a Rock. . .

. . .you’re aware that the use of the Internet by home buyers has been steadily rising.  According to NAR’s 2007 Profile of Home Buyers and Sellers, in 2003, 71% of buyers reported using the Internet.  In 2007, that percentage is up to 84%.

The message bears repeating.  If you’re a real estate professional without an effective Internet presence, you’re falling farther and farther behind.  Not only are you handicapped in your ability to reach your prospective clients, but you’re also going to be hindered in your ability to effectively marketing listings - and your prospects know that.

The First Step Buyers Take

When asked what was the first thing that a buyer did to look for a home, their responses included:

• Looked online:  32%
• Contacted an agent:  20%
• Looked online for information about the buying process:  12%
• Looked in newspapers, magazines or home buying guides:  5%

Lessons learned?  It’s interesting that 12% of buyers looked online for information on the buying process.  If you’re looking for new original content for your website, how about a real down-to-earth buying guide? 

I’m not referring to all those slick “10 Mistakes to Avoid” articles.  If they really want information about the home buying process, it would be a great opportunity to write an introduction that explains an overview of the process in English, in a way that makes the visitor feel your concern for their welfare.  (Remember, on the buying side, you want warm and fuzzy.) 

Then, you could include an offer for a more detailed Home Buying Guide, which would give you the opportunity to obtain contact information and to start creating a relationship with that site visitor.

Educate Your Sellers

The information about how Buyers operate also provide some statistics that could be very helpful in educating your clients who are selling their home.  I know that it is often frustrating for agents when their clients insist on using promotional methods that aren’t going to help sell their home.

Newspaper-type advertising is the thing I hear mentioned most often that fits into the “not useful but the client insists” category.  Maybe some of the statistics will help if you find yourself in that position with a client.

First, you’ll notice in the statistics above, only 5% of buyers started their search by looking at newspapers.  Then, there were these results:

 Those statistics indicate that of the 84% of buyers who used the Internet, 99% of them found it to be a useful resource.  The print media didn’t fare as well.  Of the 51% of people who look in newspaper ads, only roughly half of them find the ads a useful tool.  And, home books garnered even less enthusiasm.  Only 31% of buyers even used them, and of those, only 34% found them to be useful.

Try including those types of statistics the next time you describe your marketing plans - and, let me know if it helps!