Survey finds REALTORS® Plan to Spend More Time, Money on Digital Marketing Initiatives

CHICAGO (August 14, 2017) – Realtors Property Resource® (RPR), a wholly owned subsidiary of the National Association of REALTORS®, announces the results of its 2017 REALTOR® Social and Digital Media Report. The report includes findings from a survey of 265 REALTORS® about the way they use digital and social media to build their businesses.

Of REALTORS® surveyed, 74 percent cited awareness as the main outcome of their social media efforts. Looking ahead to next year, 64 percent of respondents plan to commit more time to social media and 60 percent plan to commit more money.

“Social media has become the new norm for reaching out and staying connected with friends, family, clients, and prospects,” said Reggie Nicolay, RPR Vice President of Marketing. “Not only do sites like Facebook and LinkedIn provide REALTORS® with an easy way to stay top of mind, but they now offer highly targeted advertising options with tremendous reach and analytical tracking.”

Facebook and LinkedIn are the most popular social media platforms for marketing among REALTORS®, with 94 percent of respondents reporting Facebook as most effective at building their businesses followed by LinkedIn at 57 percent. Listings are the most common type of content REALTORS® post to social media, closely followed by buying and home improvement tips. Yet of REALTORS® surveyed that use social media, almost half (48 percent) of those users reported achieving measurable results.

“Listings are the default post for many REALTORS®,” one respondent said. “If REALTORS really want to engage their followers, they need to post less about listings and become a true local area resource. If their clients see them as an expert, their sphere of influence will grow.”

Additional 2017 REALTOR® Social and Digital Media Report key findings include:

  • 76 percent of respondents cite email as the most effective form of digital media
  • 65 percent of digital media section respondents plan to dedicate  more time to digital media in the future
  • 60 percent of digital media section respondents plan to spend more money on digital media marketing next year

REALTORS® surveyed indicated that market activity receives the best engagement on social media, followed by listings and home improvement tips. School information sees the least amount of engagement.

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