Promoted by ActivePipe
As the real estate industry grapples with the need to rely less on face-to-face interactions due to the spread of COVID-19, the shift towards digital marketing has accelerated.
In the next 6 months, digital marketing will be essential for agents to drive revenue for the business and value for clients, while maintaining social distancing. To this end, ActivePipe have published an industry-first whitepaper: Digital Marketing in Real Estate: A guide to better ROI, which showcases how digital marketing is playing a pivotal role in transforming the real estate industry.
ActivePipe Chief Commercial Officer, David Choi commented on the need for clarity around information on digital marketing:
“We created this whitepaper to analyse and compare the pros and cons of different digital marketing channels, but more than that, we wanted to put into context how marketing strategies align with the behaviors of the top-performing agents.”
“What are the best agents doing to win more listings? By capturing those insights in a single report, we hope to simplify what can be a very complex topic for real estate decision makers." Mr Choi said.
There has been a shift in customer expectations and the need for personalised communication has eroded traditional product and service differentiation. Digital marketing allows agents to personalise their customer service at scale, with top performing agents that convert the most listings, owing their continued success to this strategy.
David Choi spoke on the current state of digital marketing in real estate:
"There are a lot of options for agents in regards to building their brand and winning more business, but we believe there’s a level of confusion as to what delivers the best outcome.”
“I spoke at List, Sell, Negotiate last year where we polled the audience, asking what they think delivers a greater ROI, social or email? Staggeringly, 81% answered social. The truth is, email has an ROI of 42x that of social." Mr Choi said.
The white paper outlines the strategies agents should be focused on to get the best return - like extracting value from their existing database.
“The most powerful weapon in an agent’s arsenal is their database.” Mr Choi said. “It’s knowing how to leverage it with marketing tools that brings the real value - not just for the agent but for their customers as well.”
You can download the full white paper here.