Internet Marketing

Internet Marketing

The online consumer is very important to home sellers, averaging higher incomes than their offline peers and spending more on the homes they purchase. Below are key statistics that demonstrate the importance of this audience in marketing a home.

Where buyer first learned about home purchased

 

1997

1999

2001

2003

2004

2005

2007

Real estate agent

50%

49%

48%

41%

38%

36%

34%

Internet

2

4

8

11

15

24

29

Yard sign

17

15

15

16

16

15

14

Friend, neighbour or relative

9

8

8

7

7

7

8

Home builder or their agent

3

4

3

7

7

7

8

Print newspaper advertisement

8

8

7

7

5

5

3

Knew the seller

4

3

4

4

5

3

3

Home book or magazine

3

3

2

1

2

1

*

Other

*

4

3

6

5

*

*

2007 NAR Profile of Home Buyers and Sellers
* Less than one percent




Usefulness of information sources among those buyers that used each source

 

Very Useful

Somewhat Useful

Not Useful

Internet

78%

21%

1%

Real Estate Agent

70

18

12

Yard Sign

29

39

33

Open House

24

30

46

Newspaper Advertisement

17

35

48

Home Builder

12

16

71

Home Book or Magazine

11

23

66

Billboard

2

8

90

Television

2

11

87

Relocation Company

2

6

93

2007 NAR Profile of Home Buyers and Sellers




Value of online features

 

Very Useful

Somewhat Useful

Not Useful

Did Not Use

Photos

84%

14%

1%

1%

Detailed Property Information

82

16

1

1

Virtual Tours

60

30

5

6

Interactive Maps

39

39

10

11

Neighbourhood/Community Information

37

44

9

10

Real Estate Agent Contact

31

40

14

14

Recently Sold info

24

38

17

20

2007 NAR Profile of Home Buyers and Sellers




Actions taken as a result of internet home search

 

All Buyers

First-time Buyers

Repeat Buyers

Drove by/viewed a home

73%

73%

73%

Walked through a home viewed online

57

56

58

Found agent used to search/buy a home

23

24

22

Requested more information

22

26

19

Contacted builder/developer

10

6

13

Pre-qualified for a mortgage online

8

10

7

Applied for a mortgage

5

6

5

Found a mortgage lender online

4

6

4

2007 NAR Profile of Home Buyers and Sellers




What homebuyers were looking for online

 

All Buyers

First-time Buyers

Repeat Buyers

Properties for sale

95%

95%

95%

Information about an area

22

21

22

A real estate agent

5

5

4

A real estate company

4

4

4

Info about price or affordability

1

1

1

Builders

1

*

*

Virtual Tour

*

*

*

Other

4

3

4

2007 NAR Profile of Home Buyers and Sellers

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