The Digital House HuntUsing Data Search Trends to Tailor Your Online Marketing

“The Digital House Hunt”

A joint report between NAR Research and Google

Released in January 2013

Connects the dots on online home search and shopping patterns

Shows how shoppers use online tools and sites as they progress through the process

Gives YOU a blueprint for how to market to these consumers!

Zero Moment of Truth: ZMOT

Shopping is no longer about showing up in a store, or in our cases at a brokers’ office or an open house, seeking advice or counsel on what to buy or

how much they should pay.

Who is clicking for help?

Both women AND men are searching

Focus One: Mobile

Focus Two: Local

Focus Three: Video

More video tidbits:

Finding an agent, and agent-related searches on YouTube grew 46% from 2010 to 2011.

New home buyers place emphasis on virtual tours and videos showcasing properties and communities.

One deep thought of the day:

90% of buyers are searching for homes online.

Only 6% of buyers frequently use newspaper ads as an information source for home listings.

What percentage of your marketing budget is spent to reach that 6%?

Action Plan:

Make sure your website is mobile ready.

Use video to deliver buyers exactly the information they are searching for. Neighborhood video is a niche that could pay off well. Consider setting up a video channel.

Include more local information on your website.

Recognize that online consumers search and act on websites in a consistent manner .

Resources

Digital House Hunt

Zero Moment of Truth

2012 Profile of Home Buyers and Sellers

NAR Research

@askNAR

Slideshare.net/theheatherelias

Questions?

Heather EliasDirector of Social Business Practice

National Association of REALTORS

helias@realtors.org

Twitter: @LoCoHeather