Social media has a role to play in real estate, according to Ad-ology’s Summer 2009 Media Influence on Consumer Choice survey, particularly among higher income earning groups.
Real estate agencies should be enhancing their online presence with social and other online media. Ad-ology’s latest survey found that, across all demographics, online media had the most influence on the choice of real estate agent.
Agents that provided video were better able to influence the coveted 25-34 age group. This age group also proved to be particularly influenced by positive comments/feedback.
While selling fees remained a major consideration when choosing a real estate agent, reputation, location and convenience also played their parts.
“Relationships and reputations – both online and offline – are so crucial in real estate,” said C. Lee Smith, president and CEO of Ad-ology Research. “Agents who may be ignoring social media need to realize it’s a great way to establish their name and build relationships in the marketplace, and especially with these higher income consumers.”
-Helen Leggatt