'Traditional' media attracts most buyers: survey

Simon Parker

Traditional forms of marketing still lead the way when it comes to generating home buyer interest, a new survey has found.

According to a survey by PRDnationwide, 76 per cent of respondents answered ‘no’ when asked whether they were more attracted to a property if it is marketed on Facebook or Twitter.

The survey, which attracted 730 respondents from across Australia – but mostly from NSW, Vic and Qld – was conducted in June.

Aaron Maskrey, PRDnationwide research director said the results were unexpected.

“More agents are using social media to gain buyer interest in their listings, but it seems buyers prefer traditional methods of marketing,” he said.

Only 10 per cent of respondents would be more attracted to a property if it was marketed on social media, while 14 per cent were unsure if it would impact their interest in a listing.

The survey comes shortly after a report revealed emotional appeals work best on social media, while adding images and calls to action to your Facebook postings can also lead to a more engaged audience.

Mr Maskrey said while social media marketing was quick and cost effective – the benefits were still unknown.

He said there is a natural space in the marketing sphere for more than agent websites, print advertising, boards in front of homes and open-for-inspections.

“These methods of social marketing will become more predominant as younger generations such as Gen Y increasingly look to step into home ownership,” he said.

“But it’s yet to be seen if using social media to promote properties will lead to more sales,” he said.

Simon Parker

Traditional forms of marketing still lead the way when it comes to generating home buyer interest, a new survey has found.

According to a survey by PRDnationwide, 76 per cent of respondents answered ‘no’ when asked whether they were more attracted to a property if it is marketed on Facebook or Twitter.

The survey, which attracted 730 respondents from across Australia – but mostly from NSW, Vic and Qld – was conducted in June.

Aaron Maskrey, PRDnationwide research director said the results were unexpected.

“More agents are using social media to gain buyer interest in their listings, but it seems buyers prefer traditional methods of marketing,” he said.

Only 10 per cent of respondents would be more attracted to a property if it was marketed on social media, while 14 per cent were unsure if it would impact their interest in a listing.

The survey comes shortly after a report revealed emotional appeals work best on social media, while adding images and calls to action to your Facebook postings can also lead to a more engaged audience.

Mr Maskrey said while social media marketing was quick and cost effective – the benefits were still unknown.

He said there is a natural space in the marketing sphere for more than agent websites, print advertising, boards in front of homes and open-for-inspections.

“These methods of social marketing will become more predominant as younger generations such as Gen Y increasingly look to step into home ownership,” he said.

“But it’s yet to be seen if using social media to promote properties will lead to more sales,” he said.

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