VHT Real Estate Marketing Survey Reveals Agent Spending Priorities
Chicago-based VHT—a leading provider of visual marketing services—released the results of its exclusive survey of agents and brokers marketing activities. With more than 1,300 respondents, the survey provides a national, multi-tiered look at how real estate professionals allocate marketing dollars for print, television, direct mail and online marketing activities.
The survey shows that agents who have been in business more than five years represented higher priced listings and spent more money, on average, marketing those properties for $864 per listing. Respondents with less than five years experience spent, on average, $675 per listing.
The survey also showed the longer an agent is in the business, the more likely he or she is to spend more on interactive media. Savvy agents also realize that quality visual content, such as video and professional photography, reap a much higher return on marketing investments.
According to the survey responses, agents are confused about the myriad choices, both online and offline, and in traditional and non-traditional media, in which to invest their marketing dollars. Additionally, the responses indicate real estate professionals are not able to find much information before or after their media purchase to provide a benchmark for property programs. According to the agents and brokers surveyed, the biggest challenge facing professionals is the ability to track results, manage multiple input forms, and retype listing information for a variety of media services.
Respondents indicated that only half of their media partners provided statistics to track the response and effectiveness of their media purchase. In the detailed responses to the survey questionnaire, many agents expressed frustration or a strong desire to have a one-stop, one-click solution for their media purchase, collateral printing and asset distribution needs.
Survey Results Summary:
• 1,304 respondents
• In the past year, 30 percent of agents managed 5 to 10 listings; 34.8 percent managed between 10 to 20 listings; and 20.6 percent managed 20 or more listings.