More Realtors utilizing technology and social media to serve clients Despite the Internet’s prevalence in the home search, consumers increasingly are relying on agents to help with continue to use Realtors in order to find housing, according to a new report from the National Association of Realtors.
The report, titled “Real Estate in a Digital Age,” found that potential buyers consider finding the right property the most difficult part of the buying process. Four in 10 buyers now first research homes online, up from 36 percent in 2010. However, more buyers are purchasing with help from an agent, 88 percent in 2014, up from 83 percent in 2010.
Nearly all millennials (94 percent) and the bulk of baby boomers (83 percent) utilized websites when conducting their home search. In online listings, millennials are more attracted to photos and property information, while virtual tours and direct contact with an agent were important characteristics for boomers.
To that end, more agents and firms are relying on technology to meet their clients’ needs. Realtors’ show a strong preference toward communicating with their clients via email (93 percent) and text message (85 percent), according to the report.
Social media use also is popular with Realtors for connecting with clients. Facebook (80 percent) and LinkedIn (71 percent) were cited as the most popular sites. The main drivers for social media use among Realtors are visibility/exposure/marketing (81 percent), building relationships and networking (66 percent), advertising (59 percent) and promoting listings (51 percent).
“Realtors constantly strive to find ways to make the home buying and selling process easier for and more accessible to their clients,” Chris Polychron, NAR president, said in a statement. “And since technology helps Realtors do that, it will continue to be a priority.”